“O, U Fab!” Fruit = Organic, Ugly and Fabulous
Inspired by the “Ugly Fruit” movement in Europe, we’re launching “Organic, Ugly & Fabulous!” or “O, U Fab!” – Masumoto Family Farm’s local connection for fruit & our effort to radicalize how we view the aesthetic value of food. Move over narrow definitions of beauty, “O, U Fab!” is about the whole-body experience of eating.
To take part in this project, read & pre-order your fruit today by starting here.
by David Mas Masumoto
January 26, 2014
The Sacramento Bee
My father taught me how to prune a peach tree.
He began with an old tree with weaker branches and gaps where a limb had died and was sawed off. Why a misshapen specimen? Because my sage father knew I was young and learning how to prune; he wisely didn’t want to sacrifice a good tree.
Our pruning shears were designed for trees with big branches. The head had a curved blade and when cutting into a large branch, the wood was not pushed outward but drawn inward, perfectly aligning with the cutting blade. We could quickly snip and cut with rapid, fluid motions.
The biggest lesson was that trees like to be pruned. They wanted to be sliced and diced. They needed annual haircuts and longed to be freed of their rank growth.
We were incredibly over-joyed to find a mention of our book in a NY Times interview with Apollonia Poilane, legendary and courageous baker and CEO of Poilane.
We are savoring this moment with gratitude!
We are over-the-moon with our new cookbook and the beautiful responses we’ve gotten so far!
We’re thrilled to share our stories across many platforms…
Viewpoints: Grads should display the Valley brand with pride
Special to The Bee
Published Sunday, May. 26, 2013
By David Mas Masumoto
To the graduating class of 2013: You are now and forever part of this Valley. You have now earned your certificate of authenticity. You have successfully matriculated a Valley Diploma.
Part of your life will always be grounded in the dirt here. Inside of all of you lies what is called a placed story; a seed has been planted, then germinated and grown into part of your personal history you cannot delete. Some will try denial, but you are part of this Valley forever. Continue reading
This June’s issue of Country Living Magazine (on shelves now) features a beautiful excerpt of recipes and photos from our cookbook, The Perfect Peach.
What a fantastic way to start the season – sharing our story and our love for peaches nationwide!
With less than a month before the publication date of our newest and first cookbook, The Perfect Peach, we’re busy also getting ready for our “peach week” of launch events in Fresno.
Please join us to celebrate peaches, summer, and telling stories!
Our Book Tour is also coming together. We will be reading and touring throughout the summer and fall, including a trip to Elliott Bay Book Company (Seattle, WA), Powell’s Books (Portland, OR), and giving the keynote address at the Tilth Producers of Washington annual conference in Yakima, WA in November!
Stay tuned for more details about these upcoming appearances.
Click on picture below for details about Fresno Launch events in June.
The sound you hear is the quarter-sized green peaches falling to the ground and bouncing on our workers’ aluminum ladders.
by David Mas Masumoto
published Sunday, April 28th, Fresno Bee
Imagine a caravan of buyers, many from out of the area, flocking to our San Joaquin Valley for Americana gold. Imagine thousands of yard sales and swap meets flourishing for a week along Highway 99 as it winds through the heart of our state. Imagine a Valleywide festival, celebrating who we are, sharing (and profiting) from our junk. Welcome to my dream of the “Great Highway 99 Yard Sale Trail.” Continue reading