Yes, 700  markets are scattered across the State, there are 140 markets in the LA basin alone!

Linda and I spent a Saturday morning at one of them, the Pasadena Market at Sierra Madre Blvd, in downtown Pasadena with the market manager, Gretchen Sterling.

Gretchan operates four markets in the area for the City Council. Stall holders get a site for free, but each week let Grechan know how much they have taken and 6% of the turnover is collected for a fee.  30% of this goes to the city and 70% goes to the operation of the market.

The market is operated on a ratio of four certified farmers for every food artesan who is at the market. This ensures the mix and all the fruit and vegetable growers are located in one area and the customer is then encoureged to shop by category.

No cooking is alowed on site and cooked food is actually discoureged on a Saturday market as it detracts from fresh food sales. Saturday is the most popular shopping day, although Thursday night is the night to go shopping at night. The best and first evening market is at San Loius Obispo. It was started as ameans of encouraging the students at the University to buy local food.

Restaurants who are a member of the Merchants Association around the market in Pasadena are encouraged to offer food samples and promote their retaurant, the aim being to use the local market as ameans of promoting other retailers in the area.

The best market in LA is Santa Monica Farmers Market who have a roster of celebrity chefs and restaurants to provide demonstrations. The market has its own cookbook written by Amelia Stansten which provides stories about the farmers, information on the produce and recipes. The market has a rosta of entertainers and community involvement.

What did I learn at the markets:

1. Tell the customer on the label when the produce will be ready for eating
2. Get the ratio of farmers to non farmers set as a regulation for the market
3. Build the stall so the customer can walk into it
4. Provide shade for the customer so that they linger longer
5. Provide a what is in season leaflet for customers

For more info, visit their website at www.pasadenafarmersmarket.org

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