Many find that farmers’ markets can become a very pleasurable ritual in your life.  It connects you to the community, the seasons, and farmers.  For health, environmental, spiritual and culinary reasons, I believe we need farmers’ markets.  In most parts of the world, the local market is the heartbeat of the community.

Certified Farmers’ Markets are instrumental in preserving the diversity of California agriculture by providing  marketing outlets for the small acreage growers of heirloom, culinary, ethnic, organic, no pesticide, and other specialty crops not widely grown on a large scale or found at traditional food sources.

It’s also refreshing to know that you are buying food directly from the producer of that product, something required at a “Certified” farmers’ market.  Notice the “Growers Certificate” visibly hanging at the farmer’s stand.  This certificate is issued by the County Agriculture Commissioner authorizing them to sell only the certain crops listed and grown by them.  The interaction between you and the farmer is also a nice value in visiting the farmers’ market. 

Another good reason to come out and enjoy the weekly Farmers’ Markets is to eat and cook “seasonally”.   You begin to appreciate the magic of cooking with the season while shopping “fresh”.  Shopping for fresh, seasonal produce brings out inspiration and the imagination and creativity in a cook.

So, please join us year ‘round and enjoy what there is to offer each season at the Urban Village Farmers’ Markets.  Come shop, sample, and stroll, while listening to some great live music, it’ll make your day!  We’ll see ya then! 

Growing regards,

Ron Pardini
Executive Director
Urban Village Farmers’ Market Association

Here are a few ideas to enhance your visit to the Urban Village Farmers’ Market:
 

• Use the Market as a place to plan your meal.  Go to the Market, and get inspired.  Learn to shop and eat “seasonally.”  Produce harvested and picked vine or tree ripened always taste better and will enhance any meal.
• Talk to the producer.  Get invaluable information on even the most common fruits and vegetables.
• Buy a new item every once in a while.  Ask the person next to you or the producer to give you some ideas on how to use it.  Or trust your intuition and take it home, taste it raw, steam, roast, grill or stir-fry whatever is in season.  This is one of the keys to creative cooking.
• Get the kids involved.  Give them a few dollars and let them buy whatever produce they want and will eat.  It’s a great way to make them responsible rather than you for eating fruits and vegetables.
• Take your favorite basket or cloth bag.  It’s sustainable and environmentally friendly. 
• Recycle your plastic bags.  After each market, tuck them back into your market basket.  Again, it’s an environmentally friendly thing to do.
• Use your senses to find the best items.  Smell, touch (gently) and taste.
• Bring a friend to the Market.  Turn someone else on to the rich satisfaction that can be found through the food and community at the Farmers’ Market.

If you are not one of the many “Farmers’ Market Faithful” that come out weekly to socialize with good neighbors, enjoy great music, experience the bounty of California’s finest food or plain old people-watching…you’re missing out on some good old fashioned fun!  Come join us.

The certified farmers’ market concept is an effort to re-establish the traditional link between farmers and consumers in California.  Put simply, certified farmers' markets (CFM's) are "the real thing", places where genuine farmers sell their crops directly to the public.  It is where the agrarian community relates to the urban community.

More specifically, a CFM is a location approved by the county agricultural commissioner where certified farmers offer for sale only those agricultural products they grow themselves. California Certified Farmers' Markets are operated in accordance with regulations established in 1977 by the California Department of Food and Agriculture. Only a handful of CFM's were in the California direct marketing program back then. There are over 350 communities with Certified Farmers Markets in the State now and the number is growing every year.

Certified Farmers Markets provide multiple benefits for small farmers, consumers and the
Community.  For farmers, the certified farmers markets provide an outlet especially suited to moving smaller volumes of produce, thus creating a marketing channel outside of the traditional large volume distribution systems. CFM's also allow farmers to sell field run produce not restricted to pack and grade standards. This enables the farmer to sell tree ripened fruit which is too delicate for the packing and shipping process. It also increases profits for the farmers because of the cost savings. Consumer benefits at CFM's are considerable. The number one reason consumers shop at Certified Farmers' Markets is quality. Fresh picked, vine and tree ripened quality produce continues to attract regular patronage at the CFM's in California today. Cost savings is also attractive to customers. This is possible because the direct sales by farmers to the consumer eliminates the cost of middleman marketing.

 Communities benefit from CFM's in many ways. Certified Farmers Markets are non profit community service organizations which contribute to the social and economic welfare of the town or city they operate in. The markets produce a strong sense of community identity, bringing people from diverse ethnic and other backgrounds together. They also serve to unite the urban and rural segments of the population. This rare meeting of farmers and consumers serves as an educational experience whereby customers learn about their food sources, have access to nutritional information, engage in a multi-cultural experience and become aware of agricultural issues. CFM's truly have become the face and spirit of the communities they serve.