46 South Bay Accent GREG SILVA; PREVIOUS PAGES, CLOCKWISE FROM TOP LEFT: GREG SILVA (2); COURTESY OF ROLIROTI; JENNIFER JONES; SCOTT R. KLINE; COURTESY OF FABRIQUE DÉLICES; COURTESY OF EDNA'S SUCCESS BAKERY; COUERTESY OF FARMHOUSE CULTURE turf-protecting eateries make sure of that—the booming popularity of non-produce items is undeniable in the dozens of markets being held across the region every week. Rather than being a novelty, farmers markets have turned into a significant shopping source and entertainment venue. Every city has one these days, and many have multiple markets: San Jose alone has at least 12 operating in the peak season that starts each spring. Prepared foods at farmers markets—industry lingo calls this category “non-ag”—can be found at virtually every market, but some are more abundant than others. Among many organizers, the Urban Village Farmers Market Association runs markets particularly geared toward noshing and hanging out with family and friends. Its markets in Campbell, South Palo Alto, Sunnyvale, Santa Clara and Cambrian Park (San Jose) include many food vendors, music and sometimes kids’ entertainment like face painters and balloonanimal creators. Says association director Ron Pardini: “We feel food draws so it’s important to have food artisans—those vendors that are creating new and exciting things.” Other particularly promising markets for non-ag items are those San Jose markets in Santa Teresa and Willow Glen, as well as markets in Los Gatos, Saratoga, downtown Palo Alto, Belmont and San Mateo. VENDORS HIT PAY DIRT With demand for non-ag food items at the markets increasing, there seem to be plenty of corporate dropouts hoping to launch new food businesses. So much so that “we have a waiting list of vendors in all our markets; it just gets longer,” according to Pardini. Would-be vendors have dreams of becoming the next Bruce Aidells Sausage Company (sold by its founder for millions), Blue Bottle Coffee (now with a roasting plant, cafes and huge bicoastal retail presence) or Bakesale Betty (which became a thriving restaurant). One of many farmers market success stories is Hodo Soy founder Minh Tsai, who first started selling the artisan tofu he remembered from childhood in Vietnam at the downtown Palo Alto farmers market in 2004. Now with a gorgeous plant in Oakland and a broad wholesale business, his company still maintains a booth at the South Palo Alto market THERE ARE COPIOUS CHOICES FOR TAKE-HOME ITEMS SUCH AS TAMALES, PASTA, SAUCES AND OTHER CONDIMENTS. MANRESA BREAD PROJECT
South Bay Accent - Apr/May 2014
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