Strawberry Hill U.S.A.

American flags surrounding the perimeter of the strawberry field. Photograph Kim Misener Dunn

I chose to do my ethnographic participant- observation assignment at the Cooly Farm,

Strawberry Hill U.S.A. in Chesnee, South Carolina. I selected this location because I wanted to
observe the interaction of migrant workers and non-migrant workers at the farm stand.
Situated through the foothills of the Blue Ridge Mountains in South Carolina (SC) is a
two lane ribbon of scenic highway, SC Route 11, which is frequently used by tourists and locals.
This route is extremely popular for day trips in the spring or fall when there is an abundance of
fresh produce available, strawberries by the gallon or peaches by the bushel in the spring and
pumpkins as well as squash in the fall. One the most frequented and now a destination stop on
this well travel route is the regionally famous Strawberry Hill U.S.A. This 400 acre strawberry
and peach farm has a huge roadside market operating under an open sided shed like structure that
has the appearance and look of big antique barn painted in an American patriotic theme; white, a
red roof with blue trim. While taking in this visual of the facility you also observe over 400
American flags flying from the buildings post and throughout the surrounding strawberry and
peach fields. This patriotic theme coupled with the farm fresh products fills the parking lots to
capacity with vehicles and numerous Harley Davidson motorcycles from surrounding states and
others from across the country.

Farm Stand from the road view Photograph Kim Misener Dunn

Late Saturday afternoon, I drove Route 11, and spotted a group of farm migrant workers
who appeared to be Mexican or Mexican-Americans tending a strawberry field. With them,
standing tall on poles encompassing the field are fifteen to twenty American flags waving in the
breeze with the bright blue sky and pillow white clouds in the background. The farm stand is
about one-quarter mile further down the road from the migrant workers tending the field. The
stand parking lot was filled with mini-vans, pick-up trucks, SUVs, sedans, farm tractors,
motorcycles, and four wheel ATVs. The stand is encircled with American flags. I entered the
open sided shed from the rear while searching for a location that will best serve as a position to
observe the farm personnel and patrons interact for this assignment. The crowd was fairly large
and it was a busy. Coming from the various produce displays is strong aroma of freshly picked
strawberries, different types of melons and garden vegetables. The majority of patrons are white;
there are no minorities present, with the exception of five Mexican workers. The shed area is
fairly large so out of necessity I narrow down my field of observation and focus on the
interaction at the key area; the cashier stand. My observation also included a brief interview with
a Mexican cashier and my role as a participant-observer at the Cooly Farm.
Initially overwhelmed, I waited for a few minutes to determine which angle I needed to
take up for my observation of the cashier stand. I stood across from the cashier station, now
located approximately twenty-five feet away from me. In front of me, is a table of thirteen half
bushel bags of peaches and numerous boxes of zucchini; however, the aroma of strawberries
from next display continues to dominate my sense of smell. Above the cashier section, is a large
hanging yellow sign that reads Certified Roadside Market by South Carolina Department of
Agriculture, Hugh E. Weathers, Commissioner. Below the commission sign is a smaller brown
sign that directs patrons to PAY HERE both signs are immediately above where three cashiers
are busy ringing up the sales and bagging the fresh produce. On the left, there is a Mexican man I
would estimate to be in early 30s wearing Wrangler blue jeans and neon green t-shirt with
Cooley Farm logo on the left side. On the back of the t-shirt, it features a large graphic of rolling
hills with the farm stand and printed with Strawberry Hill, U.S.A., Cooly Farm. And, hes
wearing a Clemson University ball cap! On the right is another Mexican worker wearing dark
pants and the same Cooly Farm neon green t-shirt with a ball cap that features a COORS logo.
In the middle is the cashier, a white woman in her early 70s with a severe spinal curvature

similar to that of the Hunchback seen in the movie, the Hunchback of Notre Dame. Located
above the cashiers are three long black bag type dispensers to enable cashiers to pull the actual
plastic bags for the bagging of purchases. Initially, they appear and look similar to large black
mosquito traps. The cashiers counter is described as a large square island with four large white
columns with black countertops. On the countertops, there are two cashier registers and one
weight scale. The Hunchback lady is in control functioning as the cashier while the worker with
the Coors cap weighs the purchases and bags the produce. The Mexican worker wearing the
Clemson cap is to their left and assumes a dual role both as cashier and bagger due to the number
of customer waiting in line to cash out. To the left on the cashier counter are spontaneous
purchase displays that encompass the various Strawberry Hill brand name products that are well
organized in a wooden crate: Blackberry Cider, Strawberry Cider and Peach Cider. Handmade
candy bars are neatly displayed next to the cashier. To the right of the cashier stand, is a large
display of local honey products. The white Hunchback cashier appears very bored checking out
the patrons while the Mexican worker in the Clemson cap appears to be outgoing and engaging
with the patrons, both male and female, of all shapes, sizes and ages. He exchanges dialogue
with patrons while the Hunchback states to the patron only the amount due. The Coors worker
asks a customer if he wants his melon to be bagged while he continues to bag strawberries to
prevent strawberries falling out the container.

The environment inside the Stand; note large black mosquito traps bagging sacks above. Photograph Kim Misener Dunn

While I was jotting down the notes, the man with Clemson cap came up to me. I was
startled by his presence. Below is the brief dialogue exchange between the worker with Clemson
cap and me (KMMD):
Worker # 1: So, you like this place?
KMMD: Yes, I love coming to this place for strawberries especially during this time of
of the year.
Worker # 1: (appeared to be ultimately friendly and smiled; nodded his head)
KMMD: (thinking, I wanted to know why the flags are so important to the Cooly family)
Why are there so many flags surrounding this place?
Worker# 1: (titled his head) Say again?
KMMD: (gestured and pointed at flags) Why so many flags?
Worker #1: Ahhhjust APPEARANCE (smile).

KMMD: What?
Worker #1: APPEARANCE(arms spread out pointing to the field on the other side of
road) beautiful.
My daughter tugged me and asked me if I could buy her a Root Beer soda pop. He smiled
and said he has to go back to work.
Commentary/Reflection
I chose this location because I wanted to observe the interaction of migrant workers and
non-migrant workers and patrons to allow me to understand how social and economic
organization of a produce market system connects with Mexican migrant farm workers and the
farm. The main economic base of the locality was strawberries, blackberries, melons, and
peaches production for export. However, I was interested in how these migrant workers interact
with the white employees presumably the members of the Cooly family. After the observation, I
am particularly interested in studying the relationship between the two Mexicans and the one
elder lady at the cash register. Prior to the observation, I visualized coming to the farm to find out
why there are four hundred USA flags flying throughout the building and surrounding the
strawberry fields and peach orchards. I did a brief research of the farm and learned that the first
generation owners could be traced back to the early 1900s. Two sons of the owner had fought
and served our country in World War II and the Korean War. The current owner (I assumed third
generation) continues using flags to honor those who served in the military. Patriotism is what I
had in my mind before disembarking at the farm, but my perspective changed when I saw a
group of migrant workers working in the fields surrounded with the flags. The flags illustrate an
inspiration of a total way of life of a people and a storehouse of pooled learning as
Kluckhohn described. Dr. Edwards shared her experience in the class that, You have to sense
something powerful enough to seize the moment for observation spontaneously. The migrant
workers in the Blue Ridge Mountains have become a way of life which gives me an
opportunity to study culture. I wanted to understand how they live and interact with the members
of the Cooly family.
In his work, Thick Description: Toward an Interpretive Theory of Culture, Geertz outlines
four parameters for writing a thick description: 1) Interpretative study which involves my
inscription from my observation, informal interview with the worker, and taking pictures on
artifacts such as Commissioners sign, fields, and purchase of fresh produces; 2) Social discourse
which focuses on speech or text communication. I had to search for visual cues such as
environment signs (e.g. PAY HERE, Certified Market Place), hundreds of American flags, how
these workers interacted and communication with customers; 3) Interpretation deals with
extrovert expressions which I had to document what my first face to face conversation with the
first workers spoken and gestural text. I had to be objective from what he explained to me the
flag signifies the appearance of the farm. It is not what I had in my mind before I came. I felt that
I need to ask the white elder at the cashier for her perspective, but again I have to keep in my
mind that this assignment is limited and informal; and 4) the description of the cashier stand and
the three workers is microscopic. I wish I could communicate with the migrant workers and the
white elder to get multiple perspectives. Also, I am interested in finding out if there are any
d/Deaf migrant workers in this area.

In the end of observation, I became a participant by becoming a customer and purchasing

a bucket of strawberries, a melon, and two pounds of green and yellow zucchini. I followed the
line to the cashier, but the first worker who recognized me and gave me a signal to follow his
hand gesture to the left side of cashier stand, moving us ahead of other patrons in line. He was
seemingly pleasant with me. I felt regret but appreciative that he did not ask me questions of why
I was there taking notes for observation. I felt I was invading their privacy and being intrusive
because I had not ask for permission to observe, take notes and photographs of either the facility,
workers or the patrons . Once my produce was weighed, rung in and bagged, the worker with
the Clemson cap gave my daughter a candy bar from the display. He did not charge for the
candy, which indicates, that he is proud of his position and trusted by his employer.