Amid a bustling day at the Farmers’ Market is an elderly
yet lively Italian man yelling, “Get your strawberries!
It’s strawberry time ““ no chemicals!”
It isn’t just the fresh crop of strawberries attracting
shoppers to his tent, it’s the good-natured demeanor
displayed by this man which is characteristic of the entire
market.
But with the opening of Ralph’s Supermarket last year and
the recent addition of Whole Foods Market to Westwood Village, some
question the effect these new stores will have on the
Farmers’ Market.
According to Steve Whipple, the Village farmers’
market’s assistant market manager, the competition
isn’t really any competition at all. In fact, he sees it as
being more of a synergy than a rivalry.
“We haven’t really noticed any decline in sales. We
have what they don’t have and vice versa. It’s a good
partnership,” Whipple said.
With the homey atmosphere and wide selection of produce provided
by the market, vendors say they aren’t threatened by the
supermarkets in the surrounding area and argue that the recent
resurgence of supermarkets can attribute their success to the
Farmers’ Market.
“It all works hand in hand; the bigger companies get upset
because we’re here,” said Matthew Price, a vendor for
the California Specialty Produce. “They wouldn’t be
here if it wasn’t for us. More or less, we’re
showcasing for them.”
The Farmers’ Market, situated on a small stretch of
Weyburn Avenue extending from Westwood Boulevard to Tiverton
Avenue, displays an assortment of locally grown fruits, vegetables
and flowers. In addition to produce, the street is also lined with
arts and crafts, homemade jam and an appetizing selection of
prepared snacks. Touching off the ambience is music by jazz band
the Inner Citi Romynce.
With more than 70 participating vendors, the Farmers’
Market has been successfully operating in Westwood Village for more
than eight years.
The market can trace its roots to two UCLA graduates, Joseph
Fahey and Aaron Shapiro and their former employer, Tom Carol,
director of the Westwood Village Management Corporation.
After noting the success of the Farmers’ Market in Santa
Monica and in an effort to revitalize the village, the three
decided Westwood would be an excellent location to open a new
market.
With the help of the Southland Farmers’ Market
Association, the Farmers’ Market opened on June 6, 1994.
After managing the Farmers’ Market the first year, Fahey
stepped down and handed the position to the current manager,
Shapiro.
Starting with only a couple dozen vendors, the market has grown
beyond the expectations of the founders.
“After the first year, the market grew by leaps and
bounds; I’m really proud of what we’ve done,”
Shapiro said.
As a former UCLA student, Shapiro said the history of Westwood
Village is rich in markets and should welcome new arrivals.
“Westwood used to be supermarket central because there has
always been a tremendous demand. When I was a student, all we had
was Breadstix,” Shapiro said. “I’m glad that we
now have Whole Foods.”
On the street that houses the Farmers’ Market every
Thursday from 1 to 7 p.m., students, professors, businessman and
various members of the community wander among the vendors, picking
out fruit, sitting at tables listening to the jazz band and eating
or conversing while standing in line.
“It isn’t just a place to shop, it’s a place
to hang out,” Whipple says.
Students who are drawn to the Farmers’ Market also find it
serves a unique purpose.
“I think it’s a nice friendly environment. Whereas
Whole Foods is indoors, here you feel like a farmer. It’s the
outdoor environment that brings me here,” says Naren Chelian,
a first-year dental student.
Tom Weisner, a professor of Anthropology at UCLA has been coming
to the Farmers’ Market for a number of years.
“They have delicious fruit. It’s also close to work
and I like to encourage the farmers who bring their produce
here,” Weisner says. “It’s a nice experience; the
outside shopping has a great atmosphere.”
Steven Fukumoto, a flower vendor for Sunrise Ranch, thanks the
students for his success.
“The success is in the students. You always see new kids
every year and the old kids keep coming back.”
Fukumoto said he isn’t worried about Whole Foods
Market.
“You get a different clientele. Most of the people, if
they can’t get it here, go to Whole Foods Market,”
Fukumoto says. “The difference is that most of the stuff here
is locally grown.”
Many of the vendors have been here for a number of years.
Whipple said it’s the loyalty and unique relationship they
have with the vendors that contributes to the success of the
market.
“It’s a testimony of the market on the relationship
we have with the vendors. It’s not just about the
business,” Whipple said.
The vendors share the same sentiment.
“I’ve been here since 1994, and I’m planning
on staying here forever,” Fukumoto said with a grin.