. >> it's music to the ears of paul mesple and other california fig growers. his grandparents emigrated here from france before world war i and decided to start growing figs and grapes in the central valley. it's been a family business ever since. >> and as my grandfather and then his children--my father and my uncles--saw how figs were doing, we planted more and more figs. so, we became almost exclusively fig farmers in the late sixties and through the seventies. and when the city encroached on our property in fresno, we came up here to madera county. and we planted mostly figs and a few almonds to continue the tradition. >> paul's a member of the valley fig grower's association, which is celebrating its 50th anniversary. he says this sixth annual fresno fig festival is a great way to reach new customers and show them there's more to figs than the fig newton cookie. >> very nice to see you. >> shoot, i better buy a small box. >> you got it? right there. $6. >> 4 different types of figs grow in california, but the dark purple mission fig and the amber-colored