MARKET ANALYSIS FARMERS MARKETS A MAJOR GROWTH INDUSTRY.Byline: Natalie Haughton Food Editor STROLL AND EXPLORE the aisles of local farmers markets and you'll see most are brimming with more than an array of colorful, fresh-from-the-farm fruits and vegetables and bouquets of flowers. Fish, breads, pastries, nuts, cheeses, kettle corn Kettle corn is a sweet-and-salty variety of popcorn that adds granulated sugar, salt, and oil. In the 1700s, kettle corn was introduced to colonial palates in the United States. , tamales, olives, eggs, potted plants and herbs, dried fruits, honey and soap are also among the items offered these days. At some markets you'll even find restaurant chefs cooking up and selling an interesting creation using some of the locally grown produce. The original intent and goal of the certified farmers market was to assist small family farmers in marketing their agricultural products. Cities and merchants have been a factor in generating the expansion of market items to include noncertified processed and manufactured items like cheeses, kettle corn, breads and other foods, says Karen Schott, operations manager See datacenter manager. of Ventura County Certified Farmers' Market farm·ers' market n. A public market at which farmers and often other vendors sell produce directly to consumers. Also called greenmarket. Association, a nonprofit farmers cooperative with more than 100 members and five markets. Markets want to provide greater variety and the community experience that consumers desire nowadays, adds Howell Tumlin, executive director of Southland Farmers' Market Association, a nonprofit organization Nonprofit Organization An association that is given tax-free status. Donations to a non-profit organization are often tax deductible as well. Notes: Examples of non-profit organizations are charities, hospitals and schools. of 340 farmers (most of them working small operations from 20 to 50 acres) and 22 member markets in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. County. So now, most certified markets allow a limited number of noncertified items in a special section separated from the certified section. Unlike independent local produce stands, where the merchandise is often not homegrown, certified farmers markets bring the farmer to the customer. ``By law, a certified farmers market is restricted to provide an opportunity for a certified grower to sell his own product and only his own product,'' adds Tumlin. It's a principle Southland wants to preserve. Certified farmers markets have grown dramatically in the last 20 years - from 15 statewide in 1978 to more than 375 today. Roughly 85 markets are in Los Angeles and Ventura counties. Estimates indicate the markets are now a $300-million-a-year business (gross), notes Tumlin. Farmers are certified in the county where the commodities are grown, but the certification allows them to sell in any county. The law requires that they post a Certified Producer's Certificate. Although the farmers are exempt from the usual size, packaging and labeling requirements required in stores, they are not exempt from California quality and maturity standards. They must sell only what they grow, but are allowed to market produce of various shapes, sizes and levels of quality. Many growers travel to participate in more than one market per week. A grower is allowed to staff a stand with a relative or employee. ``Every market has its own atmosphere and clientele,'' notes Schott. Growers can pick and choose the best markets for their products and tailor the fruits and vegetables offered to the shoppers (such as Asian vegetables, Thai and Mexican peppers). Even though the growers pay an average of 6 to 7 percent of their gross sales Gross Sales A measure of overall sales that isn't adjusted for customer discounts or returns, calculated simply by adding all sales invoices, and not including operating expenses, cost of goods sold, payment of taxes, or any other charge. to participate in a market, they can make more selling direct to consumers than wholesale. Be aware that prices vary from market to market, depending on quality, size and area. Some farmers are more aggressive while others charge what the market will bear. PESTO pes·to n. A sauce consisting of usually fresh basil, garlic, pine nuts, olive oil, and grated cheese. [Italian, from past participle of pistare, pestare, to pound; see piston. GREEN BEANS green beans Noun, pl long narrow green beans that are cooked and eaten as a vegetable WITH THREE TYPES OF TOMATOES 2 plum tomatoes, cored and quartered 1 cup yellow pear tomatoes, cut in half, OR cherry tomatoes OR grape tomatoes 1/2 cup red cherry tomatoes, cut in half 1/4 cup olive oil olive oil, pale yellow to greenish oil obtained from the pulp of olives by separating the liquids from solids. Olive oil was used in the ancient world for lighting, in the preparation of food, and as an anointing oil for both ritual and cosmetic purposes. 3 garlic cloves, minced 1 1/2 pounds green beans, stem ends removed 1 cup Foster's Pesto 1 1/2 cups grated Parmesan cheese a kind of cheese of a rich flavor, though from skimmed milk, made in Parma, Italy. See also: Parmesan Salt and freshly ground black pepper black pepper or pepper Perennial, woody climbing vine (Piper nigrum) of the family Piperaceae, native to India; also, the hotly pungent spice made from its berries. to taste 1/4 cup pine nuts, toasted, to garnish (optional) Toss plum tomatoes, yellow tomatoes and cherry tomatoes with olive oil and garlic in a baking dish. Roast in preheated 400-degree oven 20 to 25 minutes, until tomatoes start to release their juices and begin to shrivel. Set aside to cool. Meanwhile, bring a large saucepan of water to a boil, add beans and cook 1 to 2 minutes or until beans are bright green and crisp-tender. Drain beans immediately and immerse in a large bowl of cold water to stop cooking process. Remove beans from water and set aside to drain thoroughly. Toss beans with Foster's Pesto, 1 cup Parmesan cheese and salt and pepper
FOSTER'S PESTO: Place 2 cups firmly packed basil leaves, rinsed and dried, in bowl of a food processor fitted with metal blade. Add 10 cloves garlic and pulse several times to make a roughly chopped mixture. Add 3/4 cup extra-virgin olive oil in a slow, steady stream through feed tube with motor running. Stop machine and scrape down sides of bowl several times. Add 1/4 cup pine nuts, 1 cup grated Parmesan cheese, 1 teaspoon salt and 1 teaspoon pepper and puree pu·rée or pu·ree tr.v. pu·réed or pu·reed, pu·rée·ing or pu·ree·ing, pu·rées or pu·rees To rub through a strainer or process (food) in a blender. n. about 1 minute longer, until mixture is well-blended and smooth. Refrigerate re·frig·er·ate tr.v. re·frig·er·at·ed, re·frig·er·at·ing, re·frig·er·ates 1. To cool or chill (a substance). 2. To preserve (food) by chilling. in an airtight container until ready to use or up to 2 weeks. Makes about 1 cup. NOTE: Any type of tomato can In the context of American boxing or mixed martial arts, a tomato can is a boxer with poor or diminished skills who may be considered an easy opponent to defeat, or a "guaranteed win. be used instead of plum and cherry tomatoes. From ``The Foster's Market Cookbook,'' by Sara Foster. GRILLED MARINATED VEGETABLES WITH FRESH MOZZARELLA moz·za·rel·la n. A mild white Italian cheese that has a rubbery texture and is often eaten melted, as on pizza. [Italian, diminutive of mozza, a cut, mozzarella, from mozzare, 18 tablespoons extra-virgin olive oil 1/4 cup chopped fresh mint 1/4 cup chopped fresh basil 6 large garlic cloves, chopped 1/2 teaspoon dried crushed red pepper red pepper: see pepper. Salt and pepper to taste 6 medium zucchini (about 1 pound total), trimmed and each cut lengthwise length·wise adv. & adj. Of, along, or in reference to the direction of the length; longitudinally. Adj. 1. lengthwise into 4 strips 4 medium Japanese eggplants (about 1 pound total), trimmed and each cut lengthwise into 4 strips 4 medium red bell peppers (about 1 3/4 pounds total), stemmed, seeded and each cut lengthwise into 6 strips 2 (8-ounce) balls fresh water-packed mozzarella cheese, thinly sliced Spoon 6 tablespoons oil into EACH of 3 small bowls. Add chopped mint to first bowl. Add basil and half of garlic to second bowl and add dried crushed red pepper and remaining garlic to third bowl. Season each oil mixture with salt and pepper. Combine zucchini and 2 tablespoons mint marinade in medium bowl; toss to coat. Combine eggplant and 2 tablespoons basil marinade in another bowl; toss to coat. Combine bell peppers and 2 tablespoons crushed pepper marinade in third bowl; toss to coat. (Can be made 2 hours ahead. Let stand at room temperature, tossing occasionally.) Prepare barbecue (medium-high heat). Grill vegetables until just charred and tender, turning occasionally, about 5 minutes. Arrange vegetables on platter, sprinkle with salt and pepper. Drizzle each with its remaining oil mixture. (Can be made 2 hours ahead. Let stand at room temperature.) Add cheese to platter and serve. Makes 8 servings. From Bon Appetit magazine, July 2002 issue. FRUIT TOPPED CREAM CHEESE PIE 1 (8-ounce) package cream cheese, softened 1/2 cup powdered sugar 2 tablespoons Cointreau OR orange juice OR 2 teaspoons vanilla 1 cup heavy whipping cream Noun 1. heavy whipping cream - cream with a fat content of 48% or more double creme cream - the part of milk containing the butterfat , whipped until stiff (do not overwhip) 1 (9-inch) baked, cooled Cookie Crust 2 pints fresh whole strawberries, raspberries OR other fresh fruits (sliced if necessary) 3 to 4 tablespoons orange marmalade OR apricot jam In a medium bowl, beat or mix together cream cheese, powdered sugar and Cointreau until smooth. Fold in whipped cream. Spread evenly in cool Cookie Crust. Refrigerate until chilled, 2 to 3 hours or overnight. Top with fruit no more than 3 hours prior to serving. Rinse and hull strawberries; drain on paper towels. Set berries, pointed side up, on top of pie, covering entire surface. Warm marmalade in microwave oven or over low heat until melted. Brush over strawberries. Refrigerate for up to 3 hours before serving. Makes 8 servings. COOKIE CRUST: In bowl of a food processor, combine 1 cup flour and 3 tablespoons powdered sugar. Process until well blended, about 15 to 20 seconds. Add 1 stick (1/4 pound) cold butter, cut up; turn machine quickly on and off until mixture is in fine crumbs. With machine running, add 1 teaspoon vanilla and 1/2 to 1 tablespoon cold water through feed tube. Process just until dough forms ball. Press dough into bottom and up sides of a buttered 9-inch pie pan. Flute edges if desired. Prick with fork at 1/2-inch intervals. Freeze 10 minutes. Carefully press a piece of foil on top of crust to hold dough in place. Bake in preheated 400-degree oven about 8 minutes. Carefully remove foil and bake 2 to 5 more minutes or until light golden. Cool before filling. Makes 1 (9-inch) crust. BLUEBERRY blueberry, plant of the large genus Vaccinium, widely distributed shrubs (occasionally small trees) of the family Ericaceae (heath family), usually found on acid soil. They are often confused with the related huckleberry. CRUMBLE 4 cups fresh OR frozen, thawed blueberries 1 to 2 tablespoons sugar 3 tablespoons butter, softened 3 (1.5-ounce) packages instant oatmeal with maple and brown sugar In a 9-inch pie plate, toss blueberries with sugar. In a small bowl, combine butter and instant dry oatmeal until mixture forms coarse crumbs; sprinkle over blueberries. Bake in preheated 375-degree oven 30 to 35 minutes, until mixture bubbles around edge and topping is light brown. Makes 6 servings. Clip and Save Following is a sampling of farmers markets throughout the area. Clip and save - and keep handy. Agoura Hills: Agoura High School Agoura High School is a four-year high school, freshman-senior, in Agoura Hills, California, United States. It is the largest high school in the Las Virgenes Unified School District, with an enrollment of approximately 2,400 students. , lower student parking lot, 28545 Driver Ave., between Argos Street and Foothill Drive, 3:30 to 7 p.m. Tuesdays. Beverly Hills Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. : 200 block North Canon Drive, 9 a.m. to 1 p.m. Sundays. Burbank: Olive Avenue between Third Street and Glenoaks Boulevard, 8 a.m. to 12:30 p.m. Saturdays. Camarillo: 2220 Ventura Blvd., 7 a.m. to 2 p.m. Saturdays. Calabasas: 23504 Calabasas Road, corner of El Canon Avenue (across from Sagebrush sagebrush, name for several species of Artemisia, deciduous shrubs of the family Asteraceae (aster family), particularly abundant in arid regions of W North America. The common sagebrush (A. Cantina can·ti·na n. Southwestern U.S. A bar that serves liquor. [Spanish, canteen, from Italian, wine cellar.] ), 8 a.m. to 1 p.m. Saturdays. Channel Islands Harbor (Oxnard): 3350 S. Harbor Blvd., 10 a.m. to 2 p.m. Sundays. --Chinatown: 727 N. Hill St. between Alpine and Ord, 4 to 8 p.m. Thursdays. Eagle Rock: 2100 Merton Ave. at Caspar Avenue, 5 to 9 p.m. Fridays. Encino: 17400 Victory Blvd. (between Balboa Boulevard and White Oak Avenue), 8 a.m. to 1 p.m. Sundays. Glendale: 100 block North Brand Boulevard (between Broadway and Wilson avenues), 8:30 a.m. to 1:30 p.m. Thursdays. Hollywood: Media District, Cole Avenue between Santa Monica Santa Monica (săn`tə mŏn`ĭkə), city (1990 pop. 86,905), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1886. Tourism and retailing are important, and the city has motion-picture, biotechnology, and software industries. Boulevard and Lexington Avenue, 10:30 a.m. to 3 p.m. Fridays. Hollywood: Ivar Avenue (between Hollywood and Sunset boulevards), 8:30 a.m. to 1 p.m. Sundays. Hollywood-Sears: Sears parking lot on Virginia Avenue (between St. Andrews and Wilton places), 2 to 6 p.m. Wednesdays. Montrose: Alternates between 2200, 2300 and 2400 blocks of Honolulu Avenue and 3600/3700 block of Ocean View Boulevard, 9 a.m. to 1 p.m. Sundays. Northridge: Northridge Fashion Center Northridge Fashion Center is a large shopping mall located in Northridge, California. It opened in 1971. It was severely damaged during the Northridge Earthquake in 1994, but renovated extensively in 1995 and 1998. , 9301 Tampa Ave. (near Plummer Street), 5 to 9 p.m. Wednesdays (April through October). Oxnard: Plaza Park (Corner of Fifth and C streets), 10 a.m. to 2 p.m. Thursdays. Pasadena: Victory Park, Pasadena High School Pasadena High School may refer to:
Pasadena: Villa Park, 363 E. Villa St. (corner of Garfield Avenue), 8:30 a.m. to 12:30 p.m. Tuesdays. Santa Clarita: College of the Canyons College of the Canyons is one of the fastest-growing community colleges in the state. According to the National Junior College Research Association, College of the Canyons consistently ranks in the top 50 community colleges in the nation. parking lot 8, Valencia Boulevard and Rockwell Canyon Road, 8:30 a.m. to noon Sundays. Santa Monica: Arizona Avenue (between Second and Third streets), 9 a.m. to 2 p.m. Wednesdays. Also: 8:30 to 1 p.m. Saturdays (organic). Santa Monica: Pico and Cloverfield boulevards, 8 a.m. to 1 p.m. Saturdays. Santa Monica: 2640 Main St. (at Ocean Park Boulevard), 9:30 to 1 p.m. Sundays. Silverlake: 3700 Sunset Blvd. (between Edgecliff and Maltman avenues), 8 a.m. to 1 p.m. Saturdays. Studio City: Ventura Place (near Ventura and Laurel Canyon boulevards), 8 a.m. to 1 p.m. Sundays. Thousand Oaks: The Oaks Shopping Center at east-end parking lot (across the street from Armstrong Nursery), 3 to 7 p.m. Thursdays. Ventura: Santa Clara and Palm streets (downtown), 8:30 a.m. to noon Saturdays. Ventura: Pacific View Mall (midtown), west side parking lot (north of Sears), 9 a.m. to 1 p.m. Wednesdays. West Hollywood: Plummer Park, north parking lot, 1200 N. Vista St. at Fountain Avenue, 9 a.m. to 2 p.m. Mondays. Westwood Village: Weyburn Avenue between Westwood Boulevard and Tiverton Avenue, 2 to 7 p.m. Thursdays. Woodland Hills: Westfield Shoppingtown Promenade, parking lot, 6100 Topanga Canyon Blvd. (near Erwin Street), 11 a.m. to 3 p.m. Tuesdays (beginning June 18). Shopping Tips For best selections and easiest parking, go early. Peruse pe·ruse tr.v. pe·rused, pe·rus·ing, pe·rus·es To read or examine, typically with great care. [Middle English perusen, to use up : Latin per-, per- the entire market quickly to check prices and selections before buying. Buy lightest items first to avoid lugging around heavy purchases. Purchase perishable items and flowers last. If you're shopping at the market on the way to other errands, stash stash Drug slang noun A place where illicit drugs are hidden a cooler and ice packs in your car. Get acquainted with growers and producers and ask questions about varieties and the preparation and storage of foods they sell. Often they will set aside the quality, ripeness and size of produce desired for regular customers. While the larger markets have more variety and different items, they tend to be busier. It's easier to get to know growers at smaller markets. Once you get to know the farmers, tell them what you are looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. . Often, depending on requests, they'll grow new items to sell the following year. Carry cash - and preferably small bills. Rehydrate re·hy·drate v. 1. To cause rehydration of something. 2. To replenish the body fluids of an individual. vegetables (such as lettuce, herbs, celery, asparagus and other greens) in cool water about 10 minutes when arriving at home to refresh them. Then drain, pat dry, and refrigerate in plastic bags in crisper crisp·er n. One that crisps, especially a compartment in a refrigerator used for storing vegetables and keeping them fresh. . CAPTION(S): 11 photos, 2 boxes Photo: (1 -- 4 -- cover -- color) to market we go more than just produce available now (5 -- 11 -- color) Today's farmers markets offer a vast array of certified and noncertified items, including honey (1), assorted cut flowers (2), fresh breads (3), potted plants and herbs (4), fresh fish (5) and a wide variety of seasonal fruits (6), including ripe red cherries (7). Gus Ruelas/Staff Photographer Michael Owen Baker/Staff Photographer Box: (1) Clip and Save (see text) (2) Shopping Tips (see text) |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion