In an effort to pay tribute to Chula Vista's agricultural history, the Third Avenue Village Association (TAVA) partnered with Catt Feilds White of San Diego Markets to bring a farmer's market to the city’s core in an effort to cultivate a vibrant, pedestrian-friendly environment.
The Third Avenue Village Market will launch on May 8 and continue every Sunday from 10 a.m. to 2 p.m. on Park Way between Third Avenue and Fourth Avenue. Community members may shop from over 60 farmers and vendors for fresh produce and other good at the farmers market, the latest of TAVA’s projects aimed to promote public spaces and entrepreneurial activities.
“We’re thrilled to bring South Bay residents tasty farm-fresh food, and the chance to get to know the people who grow and produce what they feed their families, at the new Downtown Chula Vista farmers’ market,” said Catt Fields White, Market Director of the Third Avenue Village Market. “This wonderful historic neighborhood is growing, and it's a privilege to create a community resource that will grow with it while strengthening local food systems and supporting small businesses.”
The farmers market will host California certified farmers, according to White, whose team is actively recruiting farmers from the South Bay. The market will also take in all California farmers to ensure freshness and variety.
“We absolutely believe that farmers' markets are designed to make farmers more sustainable. Farmers getting the full retail price of their product lets them keep farming. It's important for people to know the people who produce their food and feel confident that they provide healthy food to their families. The farmer's market is produced with a lot of integrity,” said White, a leader in the farmer’s market industry since 2008, developing San Diego’s largest farmers’ market, the Little Italy Mercato, and other markets in other local communities.
The Third Avenue Market will bring forth a balance of farmers, food makers, prepared foods, and local artists to meet the needs of Chula Vista.
“We are so excited to bring a new and much-needed farmer’s market into the neighborhood,” said Dominic Li Mandri, District Manager of Third Avenue Village Association. “It’s important for us to continue to create fun, family-friendly events, and activities and increase the neighborhood’s quality of life. This new Third Avenue Village Market is the perfect Sunday family tradition to do just that, and we can’t wait for everyone to enjoy it.”
Farmers' markets benefit the community by bringing fresh, nutrient-dense foods to local communities, learning who produces foods and driving more business for the local community, according to White.
“Getting out a little bit so people can meet friends, families, and neighbors while they're doing their weekly grocery shopping. It is a sure way to bring communities together,” White said.
All farmer's markets managed under San Diego Markers accepts CalFresh/SNAP EBT for eligible items. A market match program is available so the first $10 of the food stamps spent is matched, allowing people to buy additional fruits and vegetables at no cost.
The city of Chula Vista was known as a farmer’s delight for tomatoes, grapes, strawberries, celery, and cucumbers, in addition to being the lemon capital of the world.The city maintained its title as the lemon capital until late 1950 when the housing boom cleared out nearly all of the groves.
“We see Chula Vista as the most exciting neighborhood in San Diego County. It has a strong core of legacy residents and agricultural history. At the same time, it's doing such wonderful things like revitalizing the area, bringing in new businesses, and helping the small local businesses ” White said.
For more information on the Third Avenue Village Market please visit here.
