In the parking lot of the San Elijo Mira Costa Campus lies a growing hub of cultural exchange. Open from 10 a.m. to 2 p.m., the Cardiff Farmers Market offers a wide variety of food, handmade products, spices, produce and the occasional dog adoption. With local artists captivating diverse depictions to visitors sampling deliciously ripe fruit, the Cardiff Farmers Market is a remarkable destination for many across San Diego.
East African food vendor Hadjara Kassim brings a wide variety of African dishes to the market on Saturdays. Rich curry chicken with hints of coconut is set next to bold and flavorful jerk chicken. Vegetable options such as cooked plantains, lentils and fresh collard greens make a great combination. All of these dishes are plated on top of a bed of saffron or coconut rice. If it is not the intoxicating aroma of the food that reels you in, it is the welcoming smile from Kassim and Shami.
“This is my brother’s business, [making] African food,” Kassim said.“His name is Ishmael Kassim. We are here as a family to support my brother because he created this. It is important to show Americans that we have a culture, too, to share with them.”
Kassim became a notable vendor, one of many who show up every week to share the family’s delicious food. Kassim and her co-worker Shami spread African flavors and spread diversity in the community.
“I enjoy being at the farmers market a lot, the people are kind and nice,” Kassim said. “I enjoy being outside [and]playing my cultural music… My favorite part [is] talking with people.”
Other notable food items that are available are poke bowls, spam musubi, chilaquiles, tacos, Thai food, pizza and many bakery items. Due to the number of different vendors, everyone can find something new and delicious to try.
Radhika Pandya works for the mobile coffee business, Tribe. Their bright red Jeep stands out at the end of the lot, and with the touch of a screen, they are able to produce lattes, matchas, chai teas and other coffee beverages. They also carry their own line of syrups.
“We source all of our ingredients locally, and then we drive our Jeep to wherever we think someone might need coffee, like the farmers market,” Pandya said.
Aside from the innovative and culturally rich food and beverages that this market has, there is also a plethora of products and goods to look out for.
Melissa Roldan brings her line, Bee’s and Tea’s Apothecary, which sells a variety of honey-infused products and teas.
“We have about 13 different blends on the table, all with different intended purposes,” Roldan said. “It’s all local honey, the rest is all farmers that we partner with around San Diego.”
From spicy habanero-infused honey to earthy matcha and light lavender, there are a multitude of options to choose from.
“I like this market because there’s such a wide variety of different vendors, and it’s so close to the beach,” Roldan said. “It’s such a nice location.”
Malcolm Stewart sells Superieur Electrolytes, a plant and mineral-based electrolyte product.
“We are a part of the anti-sugary sport and strengthening movement,” Stewart said. “We only use five ingredients… pink himalayan sea salt, ionic sea minerals from the Great Salt Lake in Utah, bamboo extract to strengthen bones and ligaments and the Acerola Cherry from Brazil. That little cherry berry packs 20 times more plant-based vitamin C than an orange.”
The best part about coming to the farmers market is knowing that you are face-to-face with the people behind each product, knowing the efforts and challenges they faced to be able to sell it.
“I saw [Superieur Electrolytes] at a yoga festival and I fell in love with the product, I fell in love with the mission and I came on board,” Stewart said. “The very same day I saw this company, I sold my other company and came on board.”
Stewart is at the market every Saturday, raising awareness about commercialized sports drinks.
“I love educating people in general, especially the youth on how dangerous sugary sports drinks are,” Stewart said. “If you’re looking for optimal hydration… this is it, this is the future of hydration.”
There is also a wide range of produce vendors, where locals buy their vegetables and fruits. The great thing about buying at the farmers market is knowing that you are buying something organic, and knowing the person that brought it to the farmers market.
Alex Hernandez is a part of Locally Grown, where he brings locally sourced produce from his farms across Fallbrook and Escondido, Calif. They sell all different types of seasonal citrus and vegetables, navel oranges, oroblanco, which is a hybrid between a pomelo and a white grapefruit, as well as avocados.
“I can breathe way better than an office job, and it’s nice talking to people,” Hernandez said. “I like that.”
Michelle Grangetto is a Cardiff local who has been attending the market ever since it opened three years ago.
“It was a little hidden gem, easy parking and wonderful vendors,” Grangetto said. “Around a year and a half ago it really grew and expanded. I’m so proud this market is successful, and I come here for the beautiful produce …But I love to support local and small businesses.”
The Cardiff Farmers Market is more than just a place to stop and grab food and produce; it is a habitual location that is brought to life with the help of locals and vendors. Supporting the artisans, farmers and small business owners is what this place is truly about.
“I am so grateful for the people who get up at four in the morning and drive from all over,” Grangetto said. “People can complain about prices in grocery stores but [the farmers market] is so much more than that. I just love to support small farmers, forever.”
