Oxnard family transformed generations of agricultural experience into a refrigerated trucking and logistics company serving California agriculture
OXNARD — Sunrise Set LLC, a family-owned trucking and logistics company rooted in Ventura County agriculture, is celebrating its 25th anniversary this month, marking a journey that began not behind the wheel of a truck, but in the fields of Oxnard.
Founded in 2001 by Francisco E. Ochoa and his son, Benjamin Ochoa, Sunrise Set grew from two bobtail trucks moving small shipments from local farms to shipping docks into a refrigerated freight company transporting fresh produce and agricultural products throughout California.
The family’s connection to Ventura County agriculture began decades earlier.
Originally from Michoacan, Mexico, the Ochoa family settled in Oxnard in the early 1960s. Francisco and his family spent decades working in Ventura County agriculture, harvesting lettuce, celery, radishes, cilantro, lemons, onions and other crops while building relationships within the local farming community.
Benjamin began working alongside his parents in the fields at just 14 years old. The experience gave him an understanding of agriculture from the ground up – including the work required to harvest a crop and the importance of getting that product from the field to market.
Those roots would eventually become the foundation for Sunrise Set.
In 2001, Francisco and Benjamin turned the family’s agricultural experience and relationships into a new venture. Starting with two bobtail trucks, Sunrise Set initially transported smaller shipments between local farms and shipping facilities. Benjamin later earned his Commercial
Class A driver’s license, purchased his first semi-truck and helped expand the company into commercial trucking.
“In reality, I never imagined, given my lack of formal education, that I would be in the position I am today. My father taught me what it meant to be responsible, to work hard and to keep moving forward. I am incredibly grateful for the trust our produce community has placed in us, and I hope we have the privilege of continuing to serve them for many years to come.”
— Benjamin Ochoa
Over the next 25 years, Sunrise Set navigated economic recessions, drought and water
challenges, the COVID-19 pandemic, rising fuel prices and the increasing costs of operating a trucking company in California.Through those challenges, the company remained rooted in the agricultural community where the Ochoa family’s story began.
Today, Sunrise Set LLC is headquartered in Oxnard and specializes in refrigerated freight transportation, helping growers and other customers move fresh produce and agricultural products to destinations throughout California and beyond.
On September 26, family members, employees, customers and community partners will gather in Ventura to celebrate Sunrise Set’s 25th anniversary and recognize Benjamin Ochoa’s journey from working alongside his family in Ventura County’s fields to helping lead the company they built together.
25th Anniversary Celebration
- Honoree: Benjamin Ochoa
- Date: September 26, 2026
- Time: 5 p.m.
- Location: Palomino, 33 S. Palm Street, Ventura, California
About Sunrise Set LLC
Sunrise Set LLC is a family-owned and operated trucking and logistics company based in Oxnard, California. Founded in 2001 by Francisco E. Ochoa and his son, Benjamin Ochoa, the company specializes in refrigerated freight transportation, connecting growers and agricultural businesses with markets throughout California and beyond. For 25 years, Sunrise Set has remained rooted in the Ventura County agricultural community from which the Ochoa family’s story began.