How farmers' Markets Got Started in California
Prior to the late 1970’s 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 1970’s?

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.

The First farmers' Market in San Luis Obispo
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:

1. Saturday morning San Luis Obispo, in front of Cost Plus in the Promenade (Gottschalk’s lot)
2. Saturday afternoon, Arroyo Grande behind City Hall
3. Thursday afternoon, Morro Bay in the Spencer’s Fresh Foods lot
4. Thursday evening, San Luis Obispo Higuera downtown
5. Wednesday morning, Arroyo Grande in the Spencer’s Fresh Foods 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 (Gottschalks) sells the most produce?
Answer: Saturday morning (Gottschalks). For example, produce sales during 2007 was $601 thousand for Thursday evening and $725 thousand for Saturday morning.

Produce is What Makes a farmers' Market Great
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.

How Produce at a farmers' Market Differs
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

Challenges for the consumer 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.

Challenges for the farmer First, picking operations must occur 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.

Farmers and Customers are Key to farmers' Markets
Farmers 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.

Customers 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.

Faces of the Farmers

Our farmers are of all ages

Some are second generation farmers

Several are Cal Poly graduates

These are most of our farmers and some of their employees.

While some like Hayashi, Righetti, Martin, Cirone, Fernamburg have been coming to our markets for more than 25 years, most have been coming for over ten years.