Farmers Market turns 30
As the State Street Farmers Market gets ready to turn 30 on October 12th, it is a good time to reflect on some of its many contributions. While it is known for its creamy local avocados, sweet strawberries, juicy tomatoes, and other delicious bites, it should also be known for the impact it has had on working families, as an incubator for new startups, and its legacy among the older, venerable farmers markets in San Diego County.
When it opened on October 12, 1994, it was known as the Carlsbad Village Certified Farmers’ Market (now it is the State Street Farmers Market). It was tucked away in a parking lot on Roosevelt Street between Carlsbad Village Drive and Grand Avenue. The closest farmers market at that time was in Vista.
On that Wednesday, three decades ago, Valdivia Farms, a 100-acre family farm in Carlsbad, nestled among the horse ranches off El Camino Real, introduced its heirloom tomatoes and specialty produce to the shoppers at the farmers market. They have grown in popularity ever since and are a staple of the Carlsbad market.
Started 45 years ago by an ambitious husband and wife team, Valdivia Farms is now operated by the third generation of Valdivia’s, determined to keep its family farm operating in Carlsbad. They are now in 20 farmers markets from San Diego to Los Angeles County, and their produce can also be found at Sprouts, Seaside Market, and others, as well as at local and regional restaurants.
“Dad always said that the farmers markets are what keeps us afloat,” said Lulu Medina, who runs Valdivia Farms with her two brothers Javier and Luis, and now also her son and nephew. “We hope to keep Valdiva Farms running from generations to come, with the help of our partners at the farmers market.”
On that same day in 1994, Madeline Maciel of Maciel Family Farms brought her family’s produce and flowers from Bonsall to the Carlsbad market. Started in the early 1930’s by her father, the Maciel Family Farm is now run by Madeline and her younger brother, the third generation of Maciel farmers.
“I love being my own boss,” Madeline said. “And I love that my office is outside. The farmers markets have given us tremendous opportunities and we are grateful.”
In addition to providing a venue for local farmers to sell their “picked-that-morning” produce, the farmers market has helped start numerous businesses. And it has been a haven for many.
“After years of working for Corporate America, I was summarily downsized at age 52,” said Janet Braver, founder of Grammy’s Granola. “I did not know what to do, but I eventually decided to follow my passions so I could spend time with my family and express my creative endeavors as well. I have always loved making treats, as any grandmother does, and wanted them to be as tasty and healthy as possible. What resulted is Grammy’s Granola!”
Janet started her business 21 years ago and has been with the State Street Farmers Market from day one. According to the 73-year-old grandmother, who makes everything from granola to baked breads to brownies, “I love my life. Wouldn’t change a thing!”
Local icons like Prager Brothers Artisan Breads and Bitchin’ Sauce both point to their startup days at the farmers market as what put them on the map. Prager Brothers now has four locations, including a specialty pizza and market, as well as being in 10 grocery stores, and numerous local and regional restaurants. Bitchin Sauce turned their nut-based dips into a nationwide phenomenon and this family owned and operated business, with products still made in Carlsbad, has grown from a small ragtag crew in the farmers markets to over 80 employees with distribution to over 17,500 major retailers nationwide. Their award-winning dips are available in healthy grocers and in major retailers such as Whole Foods Market, Sprouts, Costco, Safeway/Vons, and Target.
The stories are numerous! Musicians have been discovered at the farmers market, proposals have taken place at the farmers market, and local non-profits have been given a voice at the farmers market. Hot food vendors have gone from a single 10×10 booth to having multiple brick-and-mortar locations. It generates over $2,500,000 annually and its economic impact on the City of Carlsbad and the family farms and small businesses it has supported over the past 30 years is considerable.
If you do shop at our market, thank you. If you do not, please give us a try. You will not be disappointed. For more information on the market’s 30th birthday festivities and more, visit carlsbad-village.com.