Farmers' Market of the Future Lands in San Francisco's Mission District Farmers' Market of the Future Lands in San Francisco's Mission District
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Farmers' Market of the Future Lands in San Francisco's Mission District

by Allison Arieff

November 15, 2010

Chances are if you've been to Bartlett Street between 21st & 22nd Street in San Francisco's Mission District, you didn't stay long. It's a block taken up mostly by a parking lot, a few apartment buildings and a lot of graffiti. Though he wasn't blind to this spot full of "waste and illicit activities,"planner and neighborhood resident Jeremy Shaw saw the potential for something else entirely to take its place.

 

Attracting an audience of folks well-versed in heirloom apples and foraged food dinners was fairly simple—bringing in a broader, more diverse customer, less so. With arduous outreach and community building efforts, MCM is, in the five months since its opening, well on its way to becoming a neighborhood institution. 

"Yesterday encapsulates everything I love about the market," Shaw told me over coffee on a recent Friday morning, bearing a basket of papaya, jujubes, pickles, and persimmons. "There were people, smiles, the weather was good. People are strolling through, buying food. New people are coming and telling us how much they like it. A complete cross-section of people appreciate it—even seem to have been calling out for it."

Photos by: Matthew Roth and David Gartner

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Farmers' Market of the Future Lands in San Francisco's Mission District