Issac Farm
Peter Choi founded Isaac Farm in 1994 to provide culturally relevant produce to Korean immigrants in the Bay Area and to challenge the status quo. At the time, there were no other Korean farmers in Gilroy, San Martin, or Morgan Hill. Peter was determined to fill this niche, and he made the brave career switch from import-export business into farming at the age of 45. He named his farm “Isaac” for its similarity to the Korean word for seed (씨앗 “ssiat”). Peter’s story is one of dedication, resilience, good humor, and a commitment to giving back to his workers.
Prior to immigrating to California, Peter had a career in importing and exporting commercial goods. He worked in Korea, Japan, France, Germany, the UK, and Iraq. The constant relocations helped him develop an adaptability and resourcefulness that benefited––and continues to benefit––his farming career. Peter shares that “Every Korean [wants] to get fresh Korean vegetables, so that’s why [I started farming]. I [wanted to] surprise the Korean people!” With this mission, he took a UC Davis summer course on farm management and learned cultivation skills specific to California. Shortly after, he leased his first farm in Gilroy. Since then, he has persevered through competition from larger farms, the bankruptcy of his former wholesale buyers, and decreasing availability of farmland in the region.
SIZE:
26 acres
YEARS IN BUSINESS:
31 years
PRODUCTS:
Diverse crops: Napa cabbage, cucumber, pepper, squash, eggplant, varieties of melon, watermelon, leek, green onion, chives, lettuce, bok choy, etc.
MARKETS:
Independent grocery stores, wholesale markets
COUNTY:
Santa Clara