Some candid crop conversations are expected Tuesday at the Sonoma County Board of Supervisors meeting. The newly released report on Sonoma County’s crops for 2024 is on the agenda, showing that the county’s agricultural output last year was about $857.6 million, down about 9.3% from 2023. In an informal preview ahead of the September 9 meeting, we have refined the main findings of the report. The tone between farmers is realistic: several signature products from Sonoma suffered a headwind in 2024 after the banner in 2023. Still, some highlights appeared in the mix.
By Numbers: Highlights of the 2024 Report
The report sets the total farm value in 2024 to $857.6 million, down 9.3% from $945.7 million in 2023. This figure reflects the total production value of all agriculture in Sonoma County, not profits.
Wine fruit flour was crushed by 211,512 tons, down 12.2% year-on-year to an average of $2,962 per ton. The total value of the wine reached US$626.55 million, about 12.6% lower than in 2023.
Apple’s total value grew 21% as growers brought in 9.2% tonnage higher than the previous year. Improved winter cold hours and abundant soil moisture help increase apple harvest.
The value of milk production soared by 37.4%, mainly due to the surge in organic milk production by nearly 50%. Traditional milk volumes have dropped, but organic production and higher prices can eliminate overall dairy products.
The avian flu harsh birds have about 1.2 million birds, and the value of poultry and eggs has dropped by 49%. Once known as the “egg basket” in the United States, Sonoma’s poultry sector is now facing huge losses from the highly pathogenic avian influenza (HPAI) outbreak.
The total value of nursery crops fell by 7.3% compared with 2023. In particular, demand for bedding plants decreased by 9.6%, while young vineyards stocks fell, and even sales of cut flowers rose moderately. Christmas tree farms are worth 33%, but not enough to offset the decline in landscaping ornaments and grapevine nurseries.
Cannabis continues to decline in its total value in 2024, with a total value of $12.2 million, less than half of the $25.7 million in 2023. The planting area of farming has barely shrunk, with about 13.5 acres of the county alike in 2023, but low prices and excessive markets have delayed the value of crops. The cannabis figures are reportedly an appendix to the report on major crops.
Records stumbling after the New Year
Wine fruit remains the agricultural heavyweight of Sonoma County – about 73% of the total crop value – but brings the industry back to Earth in 2024. Growers harvested about 211,512 tons of grapes, down more than 12% from the previous year. Two consecutive wet winters mean that the vines have enough groundwater to absorb, so the yield potential is strong. Paradoxically, due to reduced demand and a large amount of wine market, no large amount of tonnage was selected in 2024. In other words, some grapes have never been separated from the vine because of winery purchases, which has changed dramatically from the crazy purchases of the past few years.
In terms of pricing, grape values remain stable. The average price paid by Sonoma growers is about $2,962 per ton, which is essentially flat, down $13 from 2023. But the selling price is relatively small, with the overall value of wine-based crops falling to US$626.6 million, a year-on-year decrease of 12.6%. This pullback follows the 2023 bumper results, which ended the drought. The 2023 season was unusually cool and hazy, delaying maturity, while the 2024 growing season was more normal – until late hot spikes forced some vineyards to force the finals to a rapid sequence. The heavy rainfall, suitable for the combination of vines and soft markets, is not good for sales, and last year defined the grape economy. Farmers and winemakers will be eager to discuss at the board meeting: Sonoma’s vineyards produce quality fruit, but the industry is adapting to the buyer’s market, which is a dynamic.
Apples found their sweet spots
Although the apples in Sonoma County are much smaller than grapes, they are particularly good in their vintage. Apple orchards grew 21% in 2024, a surprise for an industry that is often overshadowed by wine. Growers attribute cool winters to cool cold times, where fruit trees need cold weather to sleep and soil moisture improvements in rainfall for better crops. In fact, the harvest volume increased by 9.2% compared to 2023.
Pricing differs: Prices for the county’s legacy product, Gravenstein Apples, fell by about 8.4%, probably due to a larger supply. However, the price of the apple varieties at the end of the season was about 8.2%. Price strength in the late season combined with greater harvests enhances growers’ income. This is good news for local apple farmers who fight for the orchard under pressure from imported fruit and vineyard expansion. The rebound in 2024 is encouraging as consumers and cider makers re-interest in local apples.
Dairy products, poultry in livestock industry
Stories in Sonoma livestock sector blend together – a thriving scene depending on the barn you look at. Dairy farmers enjoy the boom: milk production value increased by 37.4% last year. The report notes that this leap mainly comes from organic milk. Organic dairy products have increased output by nearly 50%, taking advantage of strong prices and consumer demand. Traditional milk production fell by about 19%, but the higher organic yields far outweighed the difference. The end result is that the milk inspection is significantly larger, providing a buffer for good news in agriculture.
Poultry producers, on the other hand, have had a brutal year. Sonoma’s former chicken and egg industry – a feathery history proudly recalls in the crop report – the disease beats. The HPAI outbreak swept through 2024, forcing a large number of sheep to decrease. The report confirmed that poultry products have dropped by about 49% compared to the previous year. The virus and related culling measures lost about 1.2 million birds. This is a stunning blow to local egg farmers, some of whom can remember Sonoma is known as the “world egg basket” of its 600 million annual eggs. Today, the poultry sector is much smaller, but it remains a key local food source. The combination of rising feed costs and HPAI losses makes survival challenging. County officials may discuss how to help poultry and egg farms rebound, even as the threat of animal diseases and regulatory pressures continue to increase.
In the context, the crop report notes that livestock and poultry products have increased by only 1.97% overall. This modest rise is entirely due to the profits of dairy that offset the poultry’s plunge. In short, milk covers the bottom line of chicken.
Cannabis Nursery Industry Wilts
Sonoma’s nursery crop producers – people who grow ornamental plants, landscaping reserves, cut flowers and nursery seedlings – feel a downturn in 2024. The total value of the industry is down 7.3% from 2023. Industry analysts pointed out that consumer demand for plants on the bed has eased and orders for dropsing plants have dropped, starting with other vineyards. Nursery sales have become softer as the wine industry brakes on new plantings due to market uncertainty. Not everyone is bleak: cut flower sales rose 8.6%, even for Christmas tree flag year, with value rising 33%, as more families shop locally to holiday fir. But those gains are niche markets. Core nursery businesses are browsing the pandemic cooling of the gardening boom and show in receipts last year.
Finally, marijuana cultivation in Sonoma County continues to struggle. The Cannabis Appendix to the 2024 Crop Report paints a striking image: The total value of legal cannabis crops in the county is just $12.2 million. That’s less than half the value of the previous year. what happened? In short, there is too much market and price decline. The land area of licensed arable land hasn’t changed much – there are about 13.5 acres of cannabis canopy, outdoor, indoor and mixed light, merged in non-native areas. But the price per pound of farmers can collapse in a statewide oversupply and competition. Sonoma’s marijuana farmers, once hopeful, are now struggling to compete for the bud market in the bud market. Local officials have cut marijuana business tax to try to help, but the money tree proves to be a fool. The crop report’s figures highlight this reality, and they may inspire more discussions about how the county can support this faltering industry.
Looking to the Future: Sonoma’s AG Watcher
All in all, Sonoma County’s 2024 Agricultural Snapshot is a mixed bag. The total value ($857 million) is healthy but stands out, which shows that fate can change with changes in weather, market demand and disease stress. Policy makers and growers may use these findings to develop strategies: how to supply grapes, support struggling sectors such as poultry and marijuana, and maintain momentum in areas such as organic dairy and specialty crops.
One point is clear: the diversity and resilience of agriculture is more important than ever. As Sonoma enters another year, the ups and downs of crop reports provide a roadmap for the local farm economy to flourish, and where it is hurting. During Tuesday’s board meeting, the numbers will spark a lot of discussion about keeping the Sonoma County Heritage Farm in the market and Mother Nature’s unpredictability.
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