Rich in Family: Golden Rule Organics Farm

In Celebration of Hispanic, Latinx+ Month:

The Ecology Center’s Farmers’ Market program has the honor of having Golden Rule Organics as a dedicated and humble vendor. For the past 10 years Golden Rule Organics has offered Berkeley residents and visiting shoppers a plethora of fresh and organic produce, such as their heirloom Roma and Early Girl tomatoes, Albion strawberries, and so much more with their year-round presence. 

Eddie Diaz, Paula Rojas, Nestor Diaz (left to right) at the Thursday Berkeley Farmers’ Market at Shattuck & Vine St.

The Golden Rule Organics farm started with Roberto Gonzalez. After over 35 years of working on larger-scale farms, he made the decision to farm on his own and since then has grown his life practice and toil to what it is today: Golden Rule Organics. 

Rooted in Hollister and the greater San Benito county, Golden Rule Organics comprises a 45-year farming history shared among generations of their proud Mexican, family owned and operated, business. During your stroll at the all-organic Berkeley Thursday farmers’ market or at our Saturday market, you can find Paula Rojas and her sons, Eddie and Nestor Diaz, upkeeping their lustrous display of fruits, vegetables, and farm fresh eggs. At their tent, you can also count on finding the warm Golden Rule Organics family welcome and charm.

Nestor Diaz helping select tomatoes for a customer.

The Ecology Center invites you to recognize and celebrate Golden Rule Organics’ commitments, successes, and growth!

The Farm:

The past 3 years have served monumental to the growth and foundation of the Golden Rule Organics family farm and business. After over 40 years in the farming and agriculture industry, Roberto Gonzalez and Paula Rojas, along with their sons Eddie and Nestor, have purchased 20 acres of land which is now home to the soils that help cultivate the organic produce that is shared across the Central Coast, Bay Area, and California. 

Record High Sales:

Golden Rule Organics during the COVID-19 pandemic shared how grateful they were of the Berkeley and surrounding community that has supported and continues to support them and other farmers’ market vendors throughout the pandemic. Despite vendor and the public’s concern for health and safety, the community instilled faith into the practice of healthy choices and conscious consumption, allowing vendors like Golden Rule Organics to thrive and contributed to their achievement with record high produce sales.

Visit Golden Rule Organics: North Berkeley (Thursday, 3-7pm) & Downtown Berkeley (Saturday, 10am-3pm)!


Entering Fall and cooler weather, as you pass the Golden Rule Organics tent you wouldn’t know the beaming joy that this family holds. Their family is celebrating life and newness, welcoming their newest addition to the family, five-month old Audrinna Diaz. Eddie Diaz was excited to share that with Audrinna, there is more excitement in the air and in the pride that they hold as they continue to expand their vision for both their family lifestyle and business which centers nourishing healthy and thriving communities. 

Where’s your local Farmers’ Market? Find it here. Follow Golden Rule Organics on Instagram.

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