Sweetgreen has unveiled the latest chapter of its Faces of the Farm original content series, a storytelling initiative that honors the farmers responsible for the ingredients that define the brand’s menu. In its newest installment, the company spotlights Freitas Brothers Farms—a revered, fourth-generation family operation along California’s Central Coast known for growing some of the finest vegetables in the region, with cauliflower as its signature crop.
More than a simple profile, the feature is a tribute to generational stewardship, sustainable agriculture, and the deep-rooted relationships Sweetgreen aims to foster with growers who share its values. Released in tandem with Sweetgreen’s Late Fall Menu, which incorporates cauliflower in each seasonal dish, the video serves as a timely celebration of the farm’s essential role in supplying thoughtfully cultivated produce to Sweetgreen restaurants across California and Phoenix.
A Century-Long Legacy on the Central Coast
Freitas Brothers Farms sits in the heart of California’s Central Coast, a region celebrated for its mild year-round temperatures, coastal influence, and nutrient-rich soils. These natural assets, combined with more than 80 years of accumulated family knowledge, create an ideal environment for growing high-quality vegetables. For the Freitas family, the land is more than farmland—it is a legacy that has been handed down through multiple generations since the 1930s.
The farm’s success is rooted in an understanding of the land that only comes from working the same soil for nearly a century. The moderate climate and cool coastal fog protect sensitive crops like cauliflower, allowing the family to reliably produce consistent, flavorful yields. Over four generations, this intimate connection to the land has enabled the Freitas family to refine their growing techniques, build resilience into their farming operations, and expand responsibly to more than 10,000 acres without compromising the integrity of their practices.
Inside the Freitas Family’s Approach to Farming
The video takes viewers directly to the family ranch, offering an intimate glimpse into daily life at Freitas Brothers Farms. The piece introduces three generations of the family currently involved in operations: Joe Freitas Jr., affectionately known as “Papa Joey”; his sons, Eric and Jon; and his grandson Matt, who now plays a key leadership role in the farm’s day-to-day and long-term planning.
Through interviews and on-the-ground footage, the content showcases the family’s meticulous approach to farming—a philosophy grounded in soil health, biodiversity, and sustainability. Techniques such as deliberate crop rotation help maintain nutrient balance, minimize pests naturally, and reduce the need for chemical inputs. Their commitment to “working the ground the right way,” as Matt Freitas describes it, is a cornerstone of their longevity and crop quality.
This is not industrial-scale farming driven solely by output—it is a practiced, thoughtful stewardship of the land. Each decision reflects a balance between tradition and innovation, ensuring the farm remains productive while preserving the natural resources that make their crops exceptional. The result is produce that not only meets commercial needs but reflects the character and care of its growers.
Celebrating Sustainable Partnerships Through Faces of the Farm
Sweetgreen created Faces of the Farm to spotlight the people who embody the company’s approach to sourcing: transparent, sustainable, and deeply personal. Launched in March, the series highlights partner growers who share Sweetgreen’s belief that great food starts at the farm, with practices that elevate flavor, protect the environment, and strengthen local food systems.
For Sweetgreen, these partnerships are not transactional—they are mission-driven. Since its founding, the company has prioritized sourcing from local and regional farms committed to responsible agriculture. The series reinforces Sweetgreen’s long-standing promise to bring real, fresh ingredients to guests while honoring the farmers who make that possible.
“When we started Sweetgreen 18 years ago, our mission was simple: source better ingredients from local farmers and growers, and connect more people to real food,” said Nicolas Jammet, Sweetgreen co-founder and chief concept officer. “Faces of the Farm is a celebration of the people at the heart of that mission—farms like Freitas Brothers, whose dedication to the land and commitment to quality shape the food we serve every day.”
Behind the Scenes: Capturing the Story of Freitas Brothers Farms
To bring the story to life, Sweetgreen’s team visited the Freitas ranch to document not only the family’s farming methods but the landscape itself. Sweeping shots of undulating fields, early morning coastal mist, and rows of vibrant cauliflower fields help contextualize the environment that nourishes the farm’s crops. The visuals underscore how geography and culture intertwine to shape a farm’s identity—and how that identity, in turn, influences the food customers enjoy at Sweetgreen locations.
As part of the broader Faces of the Farm campaign, Sweetgreen will also release behind-the-scenes content across its digital platforms, including interviews, farm tours, and snapshots of daily work on the ranch. This supplemental storytelling aims to give guests a richer appreciation for where their food comes from and the people whose labor and expertise make it possible.
Through this content, viewers will see not just how cauliflower grows, but how careful stewardship—decisions about soil, sunlight, water, and crop cycles—affects the taste and quality of the final product. It also highlights the values shared by Sweetgreen and Freitas Brothers Farms: respect for the land, focus on excellence, and commitment to transparency.
A Partnership Rooted in Shared Values
For the Freitas family, participating in the series represents more than a marketing opportunity. It is a meaningful affirmation of their legacy and dedication to responsible farming.
“Our family has always believed that if you take care of the land, the land will take care of you,” said Matt Freitas, a fourth-generation farmer. “We don’t cut corners—we work the ground the right way, rotate crops carefully, and rely on the natural advantages our coastal climate provides. Partnering with Sweetgreen to tell our story means a lot to us.”
Their collaboration with Sweetgreen highlights how aligned values can strengthen supply chains and enhance culinary experiences for consumers. By celebrating growers like the Freitas family, Sweetgreen reinforces the belief that food is most powerful when it is connected to a place, a story, and the people behind it.
Premiere Details
Faces of the Farm: Freitas Brothers Farms officially premieres on November 26 across Sweetgreen’s digital channels and in the company’s newsletter. Through this feature, viewers will gain a deeper understanding of the agricultural expertise, generational wisdom, and unwavering dedication that go into the vegetables—especially cauliflower—that appear on Sweetgreen menus during the late fall season.
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