The Pajaro Valley Chamber of Commerce and Agriculture is pleased to announce the 2025 Annual Awardees.
These are the people who have gone above and beyond to make the Pajaro Valley an amazing place to live and we are proud to celebrate their accomplishments.
Bob & Linda Erbe
Lifetime Achievement
Bob & Linda Erbe
Lifetime Achievement
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 are exactly who we’re talking about.
Through the years, they 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 who 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 also 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.
Jess Brown
Man of the Year
Jess Brown
Man of the Year
Jess Brown serves as Executive Director of the San Mateo/Santa Cruz/Santa Clara Counties Farm Bureaus and the educational organization, Agri-Culture. For over 40 years, Jess has been dedicated to working on behalf of the county’s largest industry, bringing our county to the attention of state and national status. He has been on many boards in the community leading organizational strength that makes our community so great. 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 has volunteered five times to teach organizational skills to re-settled 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 was in business for 29 years and 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, the impact of that organization changed thousands of lives in the region.
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. As a result of his forward-thinking approach, he has been highly sought after to present what is happening in this county at state and national level.
The agricultural community has been led by a selfless leader, engaged in elevating its presence locally, as well as on the state and national stage. His measured approach to collaborative leadership has resulted in other farm bureau’s seeking his expertise to replicate what he has done for the Pajaro Valley. He is now the executive director of two other farm bureaus in neighboring counties.
A visionary, Jess, along with Santa Cruz County Farm Bureau board members, started Ari-Culture, a nonprofit organization that makes it possible for students to receive scholarships as they pursue their education in agriculturally related fields.
They also started Focus Agriculture, which is dedicated to educating local leaders about the agricultural industry and the people dedicated to 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. Some of which 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.
In addition to his leadership at the Santa Cruz County Farm Bureau, Jess has served on multiple nonprofit boards across the county, including a limited list (there are many more):
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 that others have made, however, in many respects, what we see has been made possible by what Jess does.
Laura Owens
Woman of the Year
Laura Owens
Woman of the Year
Laura Owen has been named the 2025 Woman of the Year by the Pajaro Valley Chamber of Commerce, a testament to her unwavering dedication to community service, financial empowerment, and inclusive leadership throughout Santa Cruz County and beyond.
With over two decades in the credit union industry, Laura currently serves as the Director of Community Development and Learning at Santa Cruz Community Credit Union. In this role, 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 touches many organizations, including 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-Governor 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.
Beyond her career and community work, Laura serves on nonprofit boards including Pajaro Valley Shelter Services, the Pajaro Valley Chamber of Commerce & Agriculture, Watsonville Rotary, and Leadership Santa Cruz County (LSCC), 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—a legacy that grows with every life she touches.
D'la Colmena
Business of the Year
D'la Colmena
Business of the Year
The Pajaro Valley Chamber of Commerce is proud to recognize D’La Colmena Market & Catering as the 2025 Business of the Year, honoring nearly five decades of dedication to authentic cuisine, economic vitality, and quiet yet impactful community support.
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. Known for its rich and traditional Mexican flavors, the business continues to serve generations 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 non-profit organizations and schools throughout the region—from elementary classrooms to the halls of UCSC. 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, always looking for ways to uplift others without expecting anything in return.
This award celebrates more than business excellence—it’s a reflection of values, humility, and service. The Pajaro Valley Chamber of Commerce proudly honors Adrian and Daisy Gonzales and the entire D’La Colmena team for their unwavering dedication to Watsonville and the surrounding communities.
Sons & Daughters of Italy
Organization of the Year
Sons & Daughters of Italy
Organization of the Year
Members of the Sons and Daughters of Italy are community and philanthropically minded and are involved in many other groups within this community besides the OSDIA Watsonville Lodge. They have members of the Watsonville Women’s Club, Pajaro Valley Historical Association directors and volunteers, Rotarians from multiple local clubs, and elected local officials. 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 of their club members 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 November 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! Also, 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 our club’s endowment into what it is today, and that seed is what provides for the funding we give away to the community now.
They have made a commitment to keep the rich history of Farming in the Pajaro Valley alive for future generations to learn about. 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.
In addition to the monetary gifts to keep this project going, they had a lodge member, the Van Dusen’s, who owned a 1930 Maxwell truck and upon their death donated it to OSDIA. OSDIA in turn donated the Maxwell Truck to the Ag History Project, so it could live on and be used in the way it was used by Earl and his ancestors in their farming operations.
In 2024, the club board and members all decided that the major gift for this calendar year was a pledge to the Freedom VFW Hall. They selected them because we wanted to make strong support for our local veterans. Their hall had fallen into disrepair, and they were in need of funds to repair or replace their roof in order to keep having events. Without the roof they could not generate revenue by renting out their hall, or by continuing their monthly dinners, which is also a source of revenue. OSDIA gave $10,000 from the Club’s Van Dusen fund, plus raised $1500 at the July BBQ that went directly to the Freedom VFW for them to utilize in whatever way they felt was needed most.
OSDIA has also started working to support Camp St. Francis. Last year after attending Mass there it was learned they did not have adequate facilities to launder the bedding between camps. In December of 2024 and January of 2025, they spent $12,000 to purchase commercial washer and dryer units as well as upgrading the plumbing to accommodate the upgraded facilities.
The following are recipients along with all the community based & non-profit donations the Sons and Daughters of Italy lodge has made in the last decade (2012-2024):
Alzheimer's Research = $1000 Cooley’s Anemia = $1000
NAMI (National Alliance on Mental Illness) = $1000 Corralitos Padres = $1000
Boy Scouts Troops #505 & #599 = $6200
Agricultural History Project = $36,500 Salesian Missions = $500
Salesian Missions for Fr. Al’s Sierra Leone School & Bakery Project = $3500 American Legion = $500
American Cancer Society = $50 Jacobs Heart = $500
Multiple Sclerosis Research = $100 Pajaro Rescue Mission = $500 Knights of Columbus = $1050
Pajaro Valley Loaves & Fishes =$500
Watsonville Women’s Club = $6900
SCC Farm Bureau for the Frank Prevedelli Ag Scholarship = $2500 LEO’s Haven Playground Project = $500
Salvation Army Watsonville = $3500 Teen Kitchen Project = $2900
Western Foundation Camp Fire Victims Fund (Paradise Fire Victims) = $1500
Bridge of Hope = $900
Santa Cruz County Fairgrounds Foundation = $11,672
Rising Worldwide (Safe Schools Project, to stop sex trafficking) = $1900 Friends of the Library = $500
Pajaro Valley Historical Association = $500
Living Evolution (an after-school program in Watsonville) = $1000 Watsonville Community Band = $3500
Camp St. Francis, Father Joseph = $13,000
Willowbrook Park Renovation in honor of Sgt. Damon Gutzwiller = $1000 Watsonville Youth Center (after school boxing program) = $2000
Special Gift to Day on the Farm with Ag History Project at the Fairgrounds = $30,000 Safe Families for Kids Monterey Bay = $1500
Fire Museum in Watsonville = $500 VFW Hall in Freedom = $11,500
The Sons and Daughters of Italy hosts the annual Bob Moresco BBQ fundraiser at the Corralitos Padres Hall and invite the community to purchase tickets for every July. In addition to giving the scholarship recipients an opportunity to volunteer and meet the club members, it is also a wonderful opportunity to see some of the members who do not attend monthly dinners because they do not drive at night. General community members are always welcome and have attended this event for years.
Each year they give 3-6 scholarships of $1000/each to local youth of Italian heritage who will be studying at both technical schools, four-year universities and community colleges. They feel that every path towards a job, whether that be a trade or a white-collar job is important. Every student awarded a scholarship deserves a hand in helping get their education and the Sons and Daughters of Italy feel blessed they are a small part of their story.
OSDIA National’s Grand Lodge and the local lodge have always recognized the importance of education. Through their Per Capita dues to the Grand Lodge, they support the scholarships given to youth by the OSDIA Grand Lodge. The Watsonville Lodge has offered scholarships in two different areas, to youth who are studying any area of study at a higher educational institution (whether trade school, community college or a four year university) and also a special scholarship to a local youth who is studying something in the Ag field, whether Ag Business & Econ, Viticulture, Animal Science, Plant Science, International Agriculture or Food Processing. In the last decade, OSDIA has given $90,250 to over 65 local students.
The Sons and Daughters of Italy is a strong organization who is dedicated to supporting our local community.
Salvation Army Backpack Drive
Event of the Year
Salvation Army Backpack Drive
Event of the Year
The Watsonville Salvation Army has been the fabric of our community. Braiding the resources they offer through those who have a need with those who want to give and serve.
Each year, the 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 of 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 does an outstanding performance. 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 its 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. This event shares that value by stepping up to do their part and collaborating with other volunteers and organizations to make this such a fun and rewarding afternoon in our downtown city plaza.