by Margie Hurd, SLO Fresh Catch

When Swordfish, Halibut, and Salmon are available, it’s easy for us at the SLO Fresh Catch booth to sell fish at the San Luis Obispo County farmers’ markets because shoppers generally know how to prepare steaks and filets of these familiar fish. But it’s early spring and our commercial fishermen are catching less familiar fish like Sand Sole and Black Cod. At this point in the season, we can also expect to get landings of various rockfishes (there are over 50 types off our coast), Halibut, Turbot, and Starry Flounder. That being said, sometimes the fish appear out of season, as is their prerogative.

Most Americans are unfamiliar with these fish options and may shy away from a purchase so “You have to educate them,” says Mark Tognazzini, fisherman and owner of Dockside Too Fish Market in Morro Bay. How do you teach consumers to broaden their horizons and try some of our lesser-known local fish?

More Info: SLO Fresh Catch

Purchase fish from SLO Fresh Catch and Margie Hurd at farmers’ markets across San Luis Obispo County. Depending on weather and availability, the SLO Fresh Catch booth will also feature representatives from our local fishing industry.

Captain Travis Evans and Margie Hurd with a loyal customer

Captain Travis Evans of Port San Luis is 90 years old and began commercial fishing during World War II when the public and troops needed fresh fish. Today, Travis owns the fishing vessels Lucy L. and Gardena. Travis and his wife Katherine have been married 68 years and have raised eight children; two of their sons followed Travis into fishing. Evans is a considered a “legend” amongst local commercial fishermen. In February 2013, Captain Evans visited the Saturday morning market in SLO. It was a beautiful, crisp morning that sparkled just like this old fisherman.

One week, Mike Sinor brought his Sinor-LaVallee Pinot Noirs while another week may feature wines by Stephen Ross Cellars, Claiborne & Churchill and others

Friendly SLO Wine Country Association members bring their wines to you at the Saturday market in San Luis Obispo twice a month. Look for the winemakers in a booth near the restaurant vendors on the south west side of the market on the second and third Saturdays of the month.

SLO Wine Country’s Executive Director Heather Muran says, “We believe this is a great collaboration between SLO Wine Country and the SLO Farmer’s Market in bringing the farm-to-table lifestyle to our community by showcasing locally grown produce with locally grown and produced wines. It’s a great partnership for us.” While there will be no on-site tasting, representatives from the wineries will be available to discuss their wines and talk about the SLO wine region.

When the wines-at-farmers’-market project began in November 2012, market association administrator Peter Jankay observed that “This is the first time ever in our county that wine will be sold at a farmers’ market. We believe this is a great opportunity to showcase local wines paired with the freshest ingredients our county has to offer.”

The partnership between the SLO County Farmers’ Market Association and the SLO Wine Country Association is expected to create a much-needed synergy between locally grown food and locally grown wines: they share the same soil and now they will share the same market.

Nathan Carlson of Center of Effort Wines, one of the first wineries to sell their wines though this program, observed how winemakers and producers enjoy connecting with their fans at the farmers’ market. Likewise, the customers have a chance to meet the folks who create some of their favorite wines in much the same way they enjoy meeting the farmer who grew their favorite cucumbers, tomatoes, and strawberries.

Stop by and meet your local wine producers on the second and third Saturdays of the month at the morning market in SLO and bring home a bottle or two of delicious Central Coast wine.

In December, Mike Sinor of Sinor-LaVallee Wines and Nathan Carlson of Center of Effort Wines talked with a wine enthusiast at the Saturday market in SLO

photos: Central Coast Foodie

It is important to remember that each stall at a farmers’ market represents a different family operated small farm. The person you see behind a table loaded with vegetables, flowers, and/or fruits is the person who grew these products or his/her employee. For most, farming is their livelihood. On average, most of our farmers sell at eight farmers’ markets every week. Our farmers are hard working people and take pride in their products.

The farmers are responsive to market patrons. Most now use farming practices that eliminate the need for chemical pesticides. They let the customers know this by posting “no spray” signs. To increase flavor growers are planting “non-shippable” fruit trees. The fruit of these trees do not hold up to the rigors of shipping, but they taste better.

Standing in the produce section of a grocery store a person might not know where the farm is located, was the product sprayed, what the product is, or how to prepare the product. At the farmers’ market you can talk directly to the farmer who grew the products and is happy to answer all of your questions.

At a farmers’ market it is very common to see people talking and obviously enjoying life! Customers generate a very positive atmosphere.

Some time ago, the California State law which allows certified farmers’ markets to operate was about to expire. We posted a sign asking for signatures to send to the legislature. Customers eagerly signed. Customers were heard to say “They can’t close our farmers’ market.” This sense of ownership is part of the spirit that makes farmers’ markets great places to shop for produce.

Freshness

Whether you ask a customer or a restaurant chef who regularly shops at farmers’ markets what is the first thing they think of with respect to farmers’ markets they say “freshness.” In getting to a grocery store produce is first picked in the fields, sent to distribution centers, trucked to supermarket, stored in refrigerated rooms, and set out when shelves need restocking. From field to checkout counter produce has, on average, spent days and traveled a 1000 plus miles.

With few exceptions, produce at farmers’ markets is picked the same day or within a day of the market. That is fresh!

Variety

Variety at grocery stores is usually quite limited. Here for example one might find one type of carrot, one kind of strawberry, and other products like kale might not be there at all. At the farmers’ markets there is considerable variety, e.g., several types of carrots (baby size to thick, orange, yellow, purple), four kinds of strawberries, several kales, e.g. Russian and Tuscan, etc. The combined area of the display tables of 40 to 50 farmers’ is much greater than the produce section of a grocery store.

Flowers

There is really no comparison between the volume, variety, quality, and freshness of flowers at the farmers’ markets with what is found in a grocery store. Farmers markets are where to go if you like flowers. Except for greenhouse flowers like roses, the types of flowers one finds at the market vary with the season. In February and March there are fantastic tulips, and during the summer one finds tuberose, sunflowers, zinnias, and many more kinds of flowers.

Vine/Tree Ripened

As stated above produce travels over a thousand miles to get to a grocery store. Since ripe products like tomatoes, peaches, and strawberries are delicate and can not withstand the jostling that comes with transport, these products are picked while they are still hard. Feel a peach at the grocery store. Most are like a rock.

The longer it takes to get produce from fields to grocery shelves the greater the incidence of spoilage. To increase shelf life certain products like tomatoes destined for a grocery store are picked before they are ripe, given a fungicide bath, and refrigerated.

Comparison of the carbon footprints from large chain grocery stores with that of farmers’ markets:

More miles traveled translate into more fuel consumed and more carbon dioxide released
Grocery stores. Most produce is trucked and/or flown from farms to processing facilities, then to central distribution warehouses, and finally to individual stores of large grocery chains like Vons, Trader Joes, and Albertsons. Produce sold at grocery stores may have been grown in California, Arizona, Washington, Canada, Mexico, Brazil, Chile, China, and other states and countries. Consequently, the distance produce travels from a farm to a grocery store is commonly greater than 500 miles and in many cases greater than 1000 miles. More miles traveled translate into more fuel consumed and more carbon dioxide released.

Other steps that use energy and can result in carbon dioxide emissions are refrigeration during transit, at distribution warehouses and while at the grocery store.

Most farms are from Paso Robles to Santa Maria, 50 miles from the farmers’ market
farmers’ markets. Produce at our farmers’ markets comes directly from California family operated small farms. While a few of our growers’ farms are as far away as Fresno (about 130 miles), most are from Paso Robles and Santa Maria, within 50 miles of the farmers market. Clearly, the average miles produce travels to get to farmers’ markets is far less than for a grocery store. Our farmers do not need refrigeration, and reuse their transport containers. Clearly, one way to reduce the carbon footprint is to shop at farmers’ markets.

Reusing Bags Help Reduce the Carbon Footprint.
It takes energy and raw materials to manufacture any kind of bag. To help reduce the carbon footprint we recommend reusable bags, and the reuse of paper and plastic bags.

Ways to reuse plastic and paper bags
Reuse plastic bags. Long time farmers’ market shopper, Sue Sunderland has a great way. She used a dish towel to make this cloth tube. Put empty plastic bags in at one end, and when needed, pull one out at the other end. Just before leaving to the market, take out what you need, or take the tube with you. What a convenient way to store plastic bags until the next farmers’ market. The tubes are easy to make. Use a cloth of any size, and simply sew in elastic at the top and bottom. Then sew a seam to make the tube. You’re done!

Put empty plastic bags in at one end, and when needed, pull one out at the other end.
Reuse paper bags. These can be folded, and taken with you the next time you go to market. The trick is to remember to take them with you to the market. As with plastic bags, paper bags can be as trash liners, and damaged ones can be put in the recycling container.

Reusable Bags

Why are reusable bags important?
Production of new bags, paper, plastic, or cloth, requires use of resources like trees, and petroleum. Even the recycling process requires energy.

Reusing bags reduces both the use of resources and energy consumption. Especially in light of global warming and other environmental concerns, reusing bags makes good sense!

How can you get reusable bags?
Many stores now offer reusable bags at low cost. You can also purchase reusable bags at our farmers’ markets. If the bags are not set out, just ask the manager. He or she will be glad to sell you a bag at our cost.

Some growers have already stopped providing plastic bags. This is true. As a concern for the environment, some growers no longer purchase and provide bags to customers.

Prior to the late 1970s, there were very few farmers’ markets in California. None of these were Certified. Currently there are over 350 Certified farmers’ markets in California. So, what happened in the late 1970s?

During the 1970’s an alarming number of family operated small farms in California were going out of business. Reasons? It is all about how food gets to everyone’s tables, and business. So how does food get from a farm to a grocery store? Individual farmers do not seek out grocery chains, nor do individual farmers each sell to and transport to supermarkets. And, grocery chains do not seek products from individual farms. Rather Produce Brokers buy from farms, and sell to grocery chains. To be competitive, grocery chains seek the lowest prices from brokers, who in turn seek lower prices from farmers. One day a farmer may fetch $12 for a box of broccoli, the next day the best the farmer might get is $4 for the same box. It does not matter how much it cost the farmer to produce a box of broccoli, the farmer will be offered only so much. The farmer is left with the choice of selling the product for what is offered or plow the crop under. The competitive environment was simply too great for many family operated small farms.

During this time, Governor Jerry Brown and his administration felt that direct marketing would help small farm operations. Direct marketing concept is where farmers to sell directly to customers. No middleman and no brokers are involved.

However, the direct marketing concept was strongly opposed by citrus industry lobbyists and grocery association lobbyists. Eventually a state law permitting farmers’ markets was passed. At a farmers’ market, farmers can sell only what they grow. Since resale is strictly prohibited the person you bought the apple from is the person who grew it. It is noteworthy that each stall at a farmers’ market represents a different farm.

Food at farmers’ markets comes directly from the farm within a day of picking. No long distance shipping, no storage, no refrigeration, and no post harvest treatment to increase shelf life! Tomatoes strawberries, peaches, plums, and nectarines are all picked when they are ripe. Bottom line, vine and tree ripened fruit taste better. Be sure to notice the impressive colorful displays of in season tomatoes and other fruit.

Challenges for the Consumer and Farmer at Farmers’ Markets

First, although well worth the flavor and freshness, some products will spoil faster than store bought. Second, a number of products are seasonal, available only during certain times of the year. So the second challenge is that you will find peaches, squash, corn, heirloom tomatoes and peppers only during the summer.

For farmers, they must first organize and carry out picking operations within a day of the market. Second, not all fruit in an orchard becomes ripe at the same time. Multiple harvests of the same orchard and extra attention are required to pick the right stage of maturity and to reduce losses.

Except for the Thursday evening market in San Luis Obispo, all markets run rain or shine unless weather is extreme.

The first farmers’ market in San Luis Obispo was started in July 1978 by the Economic Opportunity Commission (EOC) in the parking lot of what was Youngs Giant Food (now Stanley Motors) on Broad Street near the airport. It started with about a dozen farmers and garden enthusiasts selling off the bed of their pick up trucks, out of the trunks of their cars, or off small tables. This was quite a sight, a huge parking lot with a small island of growers and curious first customers.

The EOC handed the market over to John and Charlotte Turner the following year. John was a retired elementary teacher, and Charlotte was a medical secretary. Enlisting the help of others, the Turners formed the San Luis Obispo County farmers’ Market Association. This is a mutual benefit not-for-profit corporation. In this capacity, the Association provides farmers with marketplaces, and provides the consumer fresh quality products directly from a family operated small farm.

The Association has grown from one market that sold $35 thousand of produce in 1980 to five markets with combined produce sales during 2007 of $2.2 million. This is significant growth!

Please note that there are approximately 15 farmers’ markets in San Luis Obispo County and are operated by several different organizations. Our Association operates five, which are listed below in the order they were established:

• Saturday morning San Luis Obispo, in front of Cost Plus in The Promenade
• Saturday afternoon, Arroyo Grande behind City Hall
• Thursday afternoon, Morro Bay in the Spencer’s Fresh Markets lot
• Thursday evening, San Luis Obispo Higuera Street downtown
• Wednesday morning, Arroyo Grande in the Spencer’s Fresh Markets lot

Comparing the Saturday Morning and Thursday Night Markets

The Thursday evening market consists of two separate entities. Our Association operates only the farmers’ section of the farmers’ market. The BBQs, entertainment, etc., is operated by the Downtown Association. How did this market get started? The Downtown Association had long held Thursday evening for promotional events to increase downtown business. Despite their efforts the major event appeared to be 1970’s style cruising. Blocking the streets resulted in less foot traffic. However, in 1983 the Downtown Association invited the farmers’ market to join. It was the synergistic combination (farmers, BBQs, and community oriented entertainment and information groups) that mushroomed into the weekly event filling Higuera Street with thousands of people.

Ask most SLO county residents when and where “the farmers’ market” is. They will likely answer, “Thursday night, downtown SLO.” Many people do not know that there are other farmers’ markets in SLO.

Which of the two markets, Thursday night or the Saturday morning (Cost Plus World Market) sells the most produce?
Answer: Saturday morning. For example, produce sales during 2007 was $601 thousand for Thursday evening and $725 thousand for Saturday morning. Annually, the Saturday morning market sells 20% more produce than the Thursday night market.

• Japanese or globe eggplant, sliced lengthwise
• Olive oil
• Lemon juice
• Salt & pepper

A few eggplant varietals among many at the 2012 National Heirloom Exposition in Santa Rosa, California

Slice eggplant lengthwise. Brush slices with olive oil and squeeze some lemon juice over the eggplant. Sprinkle with salt and pepper.

Grill on barbecue until done.

Submitted by: Philip & Nancy Langston of SLO Grown Produce

photo: CentralCoastFoodie.com