The Pajaro Valley Chamber of Commerce and Agriculture has announced the 2025 community award winners, people and organizations that make Pajaro Valley an awesome place to live, work and play.
An evening of celebration will take place Saturday, July 26, from 4-9 p.m. at the Santa Cruz County Fairgrounds.
Purchase tickets for $117 per person at https://tinyurl.com/PVChamberAward2025tickets
Man of the Year
Jess Brown
For over 40 years, Jess has been dedicated to working on behalf of agriculture, the county’s largest industry, bringing our county to the attention of people statewide and nationally. Jess is humble by uplifting others so they shine.
There are people who are part of the fabric of a community, weaving in and out, working behind the scenes to ensure that people are in place, systems are developed, conversations occur, and events are the best they can be, all while promoting others through his leadership. For close to 45 years, the Farm Bureau of Santa Cruz County’s Executive Director Jess Brown has been that person.
Jess is a graduate of three state and national leadership programs which allowed him to study in Japan, China, Hong Kong, Germany and Denmark. Jess volunteered five times to teach organizational skills to resettled farmers in Zimbabwe. He has also taught financial skills to agro-dealers in Mozambique.
He was a founder of Ag Against Hunger, an organization that in 29 years distributed close to 300 million pounds of donated local produce to people in need. It was started to connect farmers’ excess produce to local food banks so it would feed the community and not go to waste. While Ag Against Hunger is no longer in business, that organization changed thousands of lives.
Looking for solutions to existing problems has been at the heart of Jess’s leadership and demonstrated when the agricultural industry faced two Pajaro Valley levee breaches, Covid, working on ag land protections, welcoming new growth industries like cannabis and organics. He has been highly sought after to present what is happening in this county at state and national level. His measured approach to collaborative leadership has resulted in other farm bureaus seeking his expertise. He is now the executive director of two other farm bureaus in neighboring counties, San Mateo and Santa Clara.
A visionary, Jess, along with Santa Cruz County Farm Bureau board members, started AgriCulture, a nonprofit that makes it possible for students to receive scholarships as they pursue their education in agriculturally related fields. They also started Focus Agriculture, dedicated to educating local leaders about the agricultural industry and the people growing food for the local community, and beyond. This nationally acclaimed program is being replicated in multiple counties after looking at the model presented by Leadership Santa Cruz County. The Farm Bureau now has 16 endowed funds to provide scholarships for students pursuing agriculture as a career or help with farmworker housing. Under Jess’s leadership, several events have been successful in providing opportunities for people in the agricultural industry to connect, network and raise funds. They include The Testicle Festival, National Agriculture Day Spring Luncheon, Down to Earth Women Luncheon, Jimmie Cox Memorial Scholarship awards, Annual Golf Tournament and Farmer of the Year Awards.
Jess has served on many nonprofit boards including: Second Harvest Food Bank Leadership Santa Cruz County Goodwill Central Coast Community Foundation of Santa Cruz County Monterey Museum of Art Cabrillo College Foundation Tannery Arts Center Visit Santa Cruz County Dominican Foundation.
Jess would prefer to focus on the accomplishments of others, however, in many respects, what we see has been made possible by what Jess does.
Woman of the Year
Laura Owen
With over two decades in the credit union industry, Laura is currently director of community development and learning at Santa Cruz Community Credit Union.
She spearheads initiatives that provide financial literacy education, credit coaching, and personalized support to individuals and families. Her efforts have been instrumental in helping countless community members achieve financial stability and independence.
Her leadership extends far beyond her professional role. Affectionately known as “Miss Volunteer,” Laura has dedicated over 20 years to community service, participating in more than 25 local events annually.
She has led efforts for impactful initiatives such as Relay for Life, Stuff the Bus, and Save Our Shores beach cleanups. She also played a key role in creating the PVSS Bank/Credit Union Challenge, fostering greater collaboration among local financial institutions. Laura’s commitment has benefitted Big Brothers Big Sisters of Santa Cruz County, CASA of Santa Cruz County, the Homeless Garden Project, Workforce Readiness, and the Watsonville Youth Center.
She was instrumental in bringing the Bite of Reality financial literacy program to the area, reaching over 1,000 participants. One of her proudest ongoing efforts is leading the Passport to Financial Freedom program at Juvenile Hall, where she empowers incarcerated youth with critical financial knowledge and confidence to build better futures.
Laura’s dedication was recognized at the state level when she was honored in Sacramento by then-Gov. Arnold Schwarzenegger. She helped develop the volunteer program at her former credit union, where she was consistently the top volunteer. Her efforts inspired others to serve and led to the organization receiving the very first Governor and First Lady’s Medal of Service as California’s Small Business Volunteer Program of the Year. Laura was selected to travel to Sacramento with her CEO to accept the award, an unforgettable moment that reflected her deep commitment to service. Her accolades also include the “Be the Difference Award” from the Volunteer Center of Santa Cruz County in 2008, and she was the inaugural recipient of the Service Excellence Award at Bay Federal Credit Union, honoring her consistent pursuit of excellence in both professional and volunteer endeavors.
Laura serves on nonprofit boards including Pajaro Valley Shelter Services, the Pajaro Valley Chamber of Commerce & Agriculture, Watsonville Rotary, and Leadership Santa Cruz County, where she has twice served as president and currently chairs the Alumni Committee. She also gives her time to helping elderly neighbors—offering rides, picking up groceries, and assisting with day-to-day tasks—quiet acts of service that reflect her generous spirit.
Laura’s philosophy is rooted in the belief that true service comes from the heart, with or without recognition. She is not only a connector—helping people access the resources, relationships, and opportunities they need—but a change-maker whose tireless efforts reflect a deep love for the Pajaro Valley and its people. Her life’s work continues to leave a lasting legacy of compassion, integrity, empowerment, and positive community transformation.
Lifetime Achievement
Bob & Linda Erbe
There are people who sometimes volunteer and make a huge difference so quietly and naturally that folks just assume things are magically getting done. Bob and Linda Erbe have volunteered thousands of hours to organizations and made events special, fun and memorable.
For years, Bob has been a leader in VFW Post 1716 which posts the hundreds of military coffin flags between the VFW on Freedom Boulevard to Martinelli Street. This is a spectacular display of flags which are flown on Memorial Day, Veteran’s Day and the Fourth of July.
Bob proudly served in the U.S. Navy aboard the USS Seadragon. After his time in the Navy, Bob had a successful career with the County of Santa Cruz maintaining their public safety 2-way radio communication system and has been enjoying retirement since 2000.
If there is a couple who has made the most of retirement, it’s Bob and Linda. Together they volunteer with the Agricultural History Project and the Fairgrounds Foundation. Almost every day, you can find them helping with preparations for Second Saturday on the Farm, wrapping lights for Holiday Lights and a multitude of other projects that make Ag History shine. During the Fair, Bob and Linda can be found volunteering in a variety of places – whether they are working in the information booth, driving a tractor for Ag History’s tractor parade or tending bar for the Fairgrounds Foundation, they are there to bring a smile and fun to everyone who meets them.
Bob is active in the VFW Post 1716 and the Pajaro Valley Rod and Gun Club. He is also an active member of the Pajaro Valley SIRS club and has served on the Board of Directors for the Agricultural History Project and is currently on the Board of the Pajaro Valley Fire Fighters Association. He is also a member of the Early Days Gas Engine Tractor Association.
Linda is serving as the Chair of the Holiday Lights Committee for 2025, so when you see the spectacular display of lights at the Fairgrounds this year, keep in mind there is a committee of amazing people working year-round who call themselves “The Wrap Stars” who make it all come to life. Linda is also active in the Watsonville Woman’s Club and a member of PEO Philanthropy which gives low-cost loans to women who are either returning to college or going to college for the first time.
The Erbes are long-time members of Holy Eucharist Church serving as Eucharistic Ministers, sacristans, greeters, and are part of a team who cooks for the Salvation Army. Bob and Linda have been members of the Sons and Daughters of Italy and the Pajaro Valley Historical Association for many years and always volunteer with a smile. They also enjoy traveling and spending time working on their beautiful property nestled in the foothills of Mount Madonna. Whether they are involved together or individually, Bob and Linda Erbe are a dynamic couple who are a true example of how a lifetime of giving can make a lifelong difference in the many lives they touch.
Business of the Year
D’La Colmena Market & Catering
Founded in 1978 by Manuel Gonzales and now operated by his son Adrian Gonzales and daughter-in-law Daisy Gonzales, D’La Colmena has become a Watsonville cornerstone dedicated to authentic cuisine, economic vitality, and quiet yet impactful community support.
Known for its rich and traditional Mexican flavors, the business servesgenerations of families with catering, a walk-up taqueria, and a full-service market. Their motto, “We Cook Delicioso, You Celebrate Happy!” reflects their mission to bring people together through food and family.
But the heart of D’La Colmena extends far beyond the kitchen. Adrian and Daisy Gonzales have long supported the local community through partnerships with nonprofits and schools — from elementary classrooms to the halls of UC Santa Cruz.
Their support has often gone without mention, driven not by recognition but by a deep commitment to giving back to the community that has supported their family business for generations. Their involvement in the local Rotary Club is just one example of their hands-on approach to leadership and service.
This award celebrates more than business excellence — it’s a reflection of values, humility, and service.
Salvation Army’s Annual Backpack Giveaway
Each year, the Watsonville Salvation Army offers youth enrolled in the PVUSD a free backpack that is loaded with school supplies to ensure they have a fresh start to prepare them for the new school year.
This event has been so successful that it has taken a life of its own. It has expanded these past several years from distributing 250 backpacks in the summer of 2022, to nearly double that in July 2024.
This growing annual event benefits the students and families who sign up to receive one. Volunteers and donors alike step up to fund, pack and distribute these backpacks to give them away in the Watsonville City Plaza. For one special day, this event lightens the mood by bringing hundreds of people, volunteers and organizations together in our downtown Watsonville City Plaza. The event has become so popular that it has expanded to collaborate with our own homegrown youth mariachi band that performs. Freedom Rotarians can be seen handing out backpacks and swag and the 505 scouting youth that scoop slime. Pajaro Valey Arts has a coloring station, and the American Red Cross provides emergency preparedness materials.
Also featured in the event is the Community Action Board with a resource booth, PVUSD and Watsonville Fire and Police Cadets who conduct traffic management for the anxious kids waiting patiently for their new school supplies as well as sponsors who support the event each year. The Salvation Army wraps things up with a couple of new bikes given away along with a hot dog or two from their Salvation Army canteen for lunch. The Salvation Army says it’s really about pulling the community together to help the children thrive in school. They know it takes a village to raise a child to be prepared and healthy to thrive.
Organization of the Year
Sons and Daughters of Italy
Members of the Sons and Daughters of Italy are community and philanthropically minded They are a very diverse crowd who have come together because of their shared Italian heritage. Some of them are first generation, most are second generation, and a few have Italian heritage but have never even been to Italy!
But what they are is a group who finds the commonalities and enjoy the fellowship and friendships which are built at their monthly dinners.
The OSDIA Lodge was chartered on Nov. 18, 1951 At the lodge’s 35-year celebration there was a young man, Nick Prevedelli, who at the time participated in that celebration and he is still a member of the club 35 years later!
Members and attendees at the club’s 35-year celebration were Suzie and Earl Van Dusan, who were the club’s first major financial benefactors. Their generous gift is what built the club’s endowment into what it is today, and that seed provides funding for community gifts now.
In 2021, the club made a three-year commitment to give $10,000 per year to the Ag History Project at the Fairgrounds. They accomplished this $30,000 commitment in December 2023, with the last check presented to John Kegebein at the club’s annual Christmas gathering. This gift was made to preserve the heritage of what the agriculture industry has accomplished here in the Pajaro Valley.
It was important that local youth attend with their class on a field trip to Day On the Farm and learn about where their food comes from (not a stand in the grocery store!) and what it takes to get it to their plates. Sons and Daughters of Italy believes what the Ag History Project is teaching to our youth is so important.
From the process of food cultivation, from the growing and tending to those who work hard to harvest, then the packaging and transportation and finally the supermarket workers who stock the items.
Their pledge was completed in the fall of 2023 and have now gifted $30,000 to the Ag History Project.