From farm to fork
Old Pasadena Farmers Market launches Sunday
By Carl Kozlowski 08/01/2013
In another sign of just how hot the area has become, Sunday marks the grand opening of the Old Pasadena Farmers Market. The new and certified farmers market will continue to showcase organic and locally grown fresh produce, planted orchids and cut flowers, artisanal jams and chutneys, fresh baked goods, gourmet olive oils and spreads, homemade tamales, specialty cheese, and hand pressed juices from 9 a.m. to 2 p.m. every Sunday throughout the year.
While the Old Pasadena Management District (OPMD) is bringing the market to the neighborhood along Holly Street, it will share management responsibility for it with Southland Farmers’ Market, the nonprofit organization that started and produces some of the top farmers markets in Southern California, including the Hollywood Farmers’ Market and the Santa Monica Farmers’ Market.
“Southland Farmers Market Association has been running successful markets for 30 years and we wanted to partner with them,” says OPMD President and CEO Steve Mulheim. “They have a lot of contacts they brought to the table and we visited most every farmers market in the area, looking for really great vendors to invite to this market. We anticipate 30 vendors for the opening Aug. 4, offering a mix of organic and nonorganic produce and prepared packaged foods like bakery, specialty honeys, hummus and dips, as well as some prepared foods.”
Fjeldstad notes that the OPMD had been working toward having the market for a few years, but was held back due to “permitting hurdles” they needed to clear with the city. But now that they’ve succeeded, he hopes to achieve two big goals.
“The original idea was focused on two points,” he explains. “We were looking for a reason to motivate people to come down earlier on Sundays, which are a slow day for Old Pasadena, and as we increased residents in the area, it was clear they wanted a market as a neighborhood amenity.”
In addition to enjoying the new market, the first 250 attendees will receive a free commemorative canvas tote bag with the market logo designed by the esteemed local illustrator Paul Rogers. Rogers has been commissioned to design for the 2012 London Olympics, the 2009 US Open, the LA Dodgers and the US Postal Service.
The Old Pasadena Farmers Market will be held from 9 a.m. to 2 p.m. Sundays along Holly Street in Old Pasadena. Admission is free. For more information including parking, visit www.oldpasadena.org/farmersmarket