Finding farm fresh fruits and vegetables will be easier for Californians this year with the introduction of a web site that provides information on the state's 350 certified farmers' markets, their hours, products, special events and schedules.

Found at http://farmersmarket.ucdavis.edu, the web site for the California Federation of Certified Farmers' Markets features a search engine that identifies local farmers' markets by entering a ZIP code, region or county.

In addition to naming nearby markets, the search presents information on seasonally available produce and the region from which the market draws farmers. Recipes, nutrition information, agricultural facts and market contacts are also on the web site.

To participate in certified farmers' markets, farmers must be certified by the California State Department of Food and Agriculture to ensure they grow everything they sell. Along with a wide variety of traditional and specialty vegetables and fruit, vendors at some markets sell eggs, honey, fresh herbs, nuts, cheese, bread, jams, homemade pasta, potted plants and cut fresh and dried flowers. Some markets offer entertainment, children's activities, special events, unusual crafts and prepared food.

Desmond Jolly, director of the University of California Small Farm Program, a co-sponsor of the web site, says farmers' markets support small-scale farmers, consumers and the community. "Farmers benefit from a marketing channel that doesn't require large volumes or standardized produce," Jolly said. "Consumers get a source of high-quality, freshly picked foods often at prices lower than found in supermarkets. And the markets have returned a 'town square' mentality to communities, where people of diverse backgrounds meet and interact."

Randii MacNear, manager of the Davis Farmers' Market, one of the first four established in California, has been a leader in organizing the state's farmers' markets to collectively promote the industry to California residents.

"Farmers are trucking fresh produce right into California's urban communities," MacNear said. "The web site is another way for us to encourage consumers to take advantage of this bounty in their midst."

Authur Burns, program manager of the Alternative Marketing Service at USDA, said his agency provided a $25,000 grant to develop a web site that can be used as a prototype in other states.

"By using ideas and designs from this web site, others interested in presenting similar material to consumers will save money," Burns said.

The web site was developed by five collaborating organizations: the California Federation of Certified Farmers' Markets, the Alternative Marketing Service, the UC Small Farm Center, the UC Sustainable Agriculture Research and Education Program and the Davis Farmer's Market.

For more information, contact Susan McCue at the UC Small Farm Center, (530) 752-7849, semccue@ucdavis.edu, or Randii MacNear, (530) 756-1695, rmacnear@wheel.dcn.davis.ca.us.

Jeannette Warnert
Public Information Representative
UC Regional Office
550 E. Shaw Avenue
Fresno, CA 93710