- To create a wonderful on-the-farm experience
- To offer meaningful entertainment and fond memories
- To educate, entertain and inspire the public to eat "Ten-A-Day"
- To exemplify old fashioned friendly service and family values
- To provide fulfilling and rewarding career opportunities
- To preserve our family farming heritage
- To establish a beautiful place that highlights the scenic San Joaquin Valley
- To surprise customers with the incredible flavor of Grown RIPE Here fruits and vegetables
