F3 Local Spotlight: Don Sherman

From the Bayous to the Breadbasket

Don Sherman knows farming in his bones. His family’s roots trace back to the bayous of Louisiana, where growing food was a way of life. Migrating west in the 1950s, the Sherman family found new opportunities in California’s Central Valley. They eventually laid down roots in Fresno County, bringing their expertise in cultivating watermelons, vegetables, and more to a region where agriculture reigns supreme.

“My family is originally from Louisiana, migrated out here in the late forties, early fifties,” Don shares. “Everybody farmed to stay alive back then, but we started looking at how to own our own farms.”

Today, Don carries on that tradition through Sherman Produce, focusing on fresh, non-GMO, pesticide-free fruits and vegetables—many grown using regenerative practices. The operation spans 16 acres in West Fresno, and Don envisions scaling up to double or triple that size while mentoring the next generation of Black farmers.

Ties to a Deeper Legacy

For Don, being a Black farmer in the Central Valley is both a personal and communal journey. Historically, Black farmers faced systemic barriers—from land access to financing—but he sees a growing recognition of the vital contributions that Black-owned farms make to local and regional food systems.

“It’s not like it was back in the day, when you had no choice but to farm,” Don says. “Now, we want to show people they can actually be profitable doing this. We all have to eat, so why not be in control of it?”

He’s proud of the family’s signature yellow watermelon, which has become a staple in West Fresno. For Don, it’s not just about selling produce—it’s about nourishing his neighbors and representing a tradition of Black farming that stretches from Louisiana to the fertile fields of California.

Innovations and Challenges

Agriculture in the Central Valley has evolved dramatically over Don’s lifetime. Where once leasing land was feasible, now it can be prohibitively expensive. He notes that many farmers must seek partnerships to purchase or lease property, and diversifying revenue streams is more important than ever.

“It’s tough to just do one thing if you’re not big enough,” Don explains. “You have to diversify—retail, wholesale, maybe trucking, processing, refrigeration—to make it viable.”

This mindset extends to exploring technology. Don is interested in automation and advanced farm equipment but recognizes the upfront costs can be steep for smaller operations. He hopes shared-equipment programs  in the region will soon make high-tech efficiencies more accessible.

Quality First: A Holistic Approach

Though Don manages multiple farm locations and distribution channels, one principle remains constant: consistent, rigorous food safety. He follows the same protocols—from water tests to worker training—across every site to build trust with both buyers and consumers.

“Once you have a program in place, you stick to it wherever you go,” he says. “That consistency builds confidence in your product. Don’t cut corners.”

He also stresses the importance of good packing standards and presentation, explaining that small farmers must compete alongside larger producers. “You need a good quality pack. Learn everything about the crop you’re selling and how to display it.”

Market Access and Knocking on Doors

When it comes to distribution, Don combines modern opportunities with old-fashioned hustle. He’s forged relationships with local produce companies, universities, schools, and retail outlets—sometimes by simply walking in, introducing himself, and offering samples of his harvest.

“I’ll go to buyers, bring my product, and say, ‘Here’s what I have. Are you interested?’” Don says. “Personal relationships still matter.”

He also supports other small farmers in establishing these valuable connections. By sharing lessons learned, Don hopes to strengthen the network of minority-owned farms in the region.

Mentoring Through the African American Farmers of California

Don’s involvement with the African American Farmers of California (AAFC) reflects his passion for mentoring future generations. AAFC provides hands-on training for both young people and adults, bridging the gap between academic knowledge and practical farming. For Don, it’s about “trying to put us back on the map” by spotlighting the vital role of Black farmers in feeding local communities.

“We need to get the info out to schools—elementary through high school—to show them how important ag is,” he says. “Through education and hands-on experience, we can nurture growers who really care about it and want to see it thrive.”

A Growing Collaboration with F3Local

As Don continues to refine his business practices and expand Sherman Produce, he’s found value in connecting with initiatives that support small-scale and BIPOC farmers. One such resource is F3Local, a program that drives inclusive economic growth by linking producers, food entrepreneurs, and local institutions.

“I’ve been to a couple of F3 workshops, and I was really impressed with the training,” Don notes. “They’re making a push to standardize food safety for small and minority farmers, which is so important. I’m looking forward to working with them more.”

F3Local’s mission to empower underserved growers mirrors Don’s own commitment to ensuring Black-owned farms remain a vibrant and profitable part of the Central Valley’s agricultural landscape.

Looking Ahead: Hope for the Future

Though it’s not always smooth sailing, Don remains optimistic about the prospects for small and minority-led farms in the region. Rising consumer awareness, stronger local networks, and collaborative efforts like AAFC and F3Local are gradually chipping away at the barriers that once held back Black farmers. He envisions more direct-to-consumer markets, partnerships with institutions, and continued growth for Sherman Produce as a multi-generational family venture.

“Some of the barriers are getting knocked down,” he reflects. “We’re not where we need to be yet, but it’s a lot better than it used to be.”

As the Sherman family moves toward expanding their acreage and guiding up-and-coming farmers, they embody the resilience that defines California’s Central Valley—a region rooted in the belief that anyone with determination and know-how can cultivate a fruitful legacy for themselves and their neighbors.

Key Takeaways from Don Sherman

1. Diversify to Thrive: Balancing retail, wholesale, trucking, and other services can keep small farms sustainable.

2. Consistency Builds Trust: Uniform food safety and packing standards are essential for building buyer confidence and brand reputation.

3. Relationships Still Matter: Even in the digital age, personal interactions—knocking on doors, sharing samples—can open vital market opportunities.

4. Mentorship Fuels Growth: Through groups like AAFC, Don mentors future Black farmers, extending opportunities to the next generation.

About Sherman Produce

Sherman Produce is a multi-generational Black-owned farm operating in West Fresno. With roots in Louisiana and a longstanding presence in the Central Valley, the Sherman family grows fresh, non-GMO, pesticide-free produce using regenerative methods. Their mission is to feed and care for their community, inspire new Black farmers, and cultivate a brighter future for agriculture in California. Learn more: https://www.shermanfamilyproduce.com