on more than 75 acres of rich farmland, ted and fran loewen look after some of the most prized produceseen on menus across the state. the couple represents the third generation of farming in a family that first moved to the area inthe 1930s. fran and ted eventually took over the operation from her dad herb and immediately saw a need to change a few things in order to stay competitive. >> father-in-law back in the sixties had a fairly typical orchard for this area, where he would have a number of varieties to go through the season and he would pack them, and they would get marketed with others doing the same thing. as the market changed, we had a choice to make: either get bigger or find a niche market. >> in addition to changing the fruit they grow, the loewens also strived to change the way they grew their fruit. long before the days of organic and in a time when farmland around them was rapidly disappearing, the loewens, along with some local farmers, came up with a set of growing guidelines called "california clean," which later became the catalyst for them going 100% organic. >> ta