BOUNTY WOOS BUYERS FARMERS MARKETS REAP WELL FOR SHOPPERS, HOST MALLS.

Byline: Brent Hopkins Staff Writer

NORTHRIDGE - As the farmers set up shop at the Northridge Fashion Center on Wednesday afternoon, shoppers learned once again that getting fresh is a good thing.

Fresh vegetables, that is, and fruits, breads, flowers and a slew of other delectable treats. As shoppers sniffed strawberries and grabbed at greens, the market made a strong debut, returning to the mall's parking lot after its winter hiatus.

Across the region, the outdoor grocery stands flourish. More than a dozen crop up at various locales, stretching from Tujunga to Ventura as a place for chefs to stock their kitchens and gourmets to gather. Though prices can run slightly above the average grocery store, the culture that follows these migrating markets accepts the premiums.

``These farmers have to grow this themselves,'' said Linda Evron, manager of the Calabasas market. ``They pick it for you, then you get it only a day or two later. You can't beat this for freshness, and there's a wonderful variety. You can buy everything you need to make a whole dinner.''

Over at the ONE Encino Farmers Market, which expects early corn in from the Imperial Valley next month, shoppers can find food in its almost natural state. Some farmers offer organically grown produce, and most goods receive less chemical treatment than the average supermarket's fare.

``You know where your produce is coming from, and it's much fresher,'' said manager Jane Allen. ``It's not as heavily treated, our apples aren't waxed, our tomatoes aren't sprayed. And you can talk directly to the farmer who grew it - they're passionate and they really care about what they're selling.''

The Northridge market, which runs from 5 p.m. to 10 p.m. each Wednesday throughout daylight-saving time, has an ancillary benefit for mall management, which enjoys added shoppers from marketeers.

``A shopping center's a perfect venue for a farmers market because of its close ties to the community,'' said Joey Char, the center's director of marketing. ``It's a good synergy, because people who want to go to the farmers market can shop, then shoppers can go buy food, too. That brings in more traffic to the farmers market, and the mall benefits from the spillover.''

Most markets boast approximately 40 vendors, including farmers, bakers, butchers and crafts people. Even with the large number of sellers, most don't compete directly with each other.

``I try to keep a variety so there's not too much of one kind of product,'' Evron said. ``I want my farmers to make money, because if you're coming all the way from Fresno, you've got to.''

And they certainly do.

``These markets are what keep us going,'' said Don Schram, an orange farmer from Fillmore, selling at the Northridge market. ``Since we can go directly to the public, we can cut out the middleman and save everyone money.''

Shoppers were glad to see the market return as well. ``I'm so happy they're back,'' said Katrina Grant, a Northridge retiree. ``I always miss them when they're gone because it's never quite the same at the supermarket. You'll never get this freshness.''

CAPTION(S):

3 photos

Photo:

(1 -- color) Fresh flowers for sale help inaugurate this season of the farmers market Wednesday at the Northridge Fashion Center.

(2 -- 3 -- color) Bundles of carrots have fresh-food lovers rooting for growers putting spring crops on display Wednesday at the farmer's market in Northridge. Pony rides for children are $5 in the Northridge Fashion Center parking lot.

John McCoy/Staff Photographer