When the pandemic hit, the longtime Linda Vista Farmers Market closed along with many others across San Diego. The Farm Bureau ran the market, and while they reopened other farmers’ markets in the county, Linda Vista’s was overlooked. For a while, neighbors feared it was gone for good.
That’s when a group of Linda Vista residents and community leaders, like Bayside Community Center, stepped up. They formed Love Linda Vista, a nonprofit dedicated to reviving the market, and around 2022, the market reopened in its current form.
“When the Farm Bureau decided not to operate the market anymore, people here said, we still need this. So community members came together and made it happen,” explained Rachel Oporto, one of Love Linda Vista’s current co-presidents. “It’s been grassroots from the very beginning.”
And while the market is beloved by many, there are others who still remain unaware of its existence. This fact is not unnoticed by Rachel and her team. They are focused on accessing grants and sponsorships so they can make a concerted effort to get the word out.
A Farmers Market Run by Neighbors, For Neighbors
The Linda Vista Farmers Market is operated by a volunteer board, which is mainly comprised of Linda Vista residents or individuals who work at a Linda Vista nonprofit. Recently, they’ve begun to expand their capacity by hiring a market manager, bringing on an AmeriCorps member, and enlisting college students from the University of San Diego.
“We’re a small but mighty team,” said Rachel. “Most of us live right here in Linda Vista, so it feels personal. We’re invested.”
A Market That Reflects Its Community
What makes the Linda Vista Farmers Market stand out from others in San Diego is how deeply it mirrors the neighborhood itself. The vendor mix reflects the cultural diversity of Linda Vista—from Mexican foods to Filipino specialties and new small businesses testing their first products.
“A lot of the vendors actually live in Linda Vista, or close by in neighboring communities, which is really uncommon for farmers’ markets,” said Rachel. “It’s incredible to see our own neighbors selling to each other. That doesn’t happen in every market.”
The Linda Vista Farmers Market vendors are also loyal, with many having been involved since well before the COVID closures.
Because the market is capped at around 30 vendors, the board is deliberate about vendor selection. They keep the application open year-round but are careful not to oversaturate any category.
“We don’t want three people selling the same thing,” explained Rachel. “It’s about balance, so everyone has a chance to succeed.”
Do you own or help run a small business in town?
Current Vendor Sampling
A sampling of the current vendor mix you’ll find at the Linda Vista Farmers Market includes:
- Multiple farm vendors: fresh fruits and vegetables
- Andalusia Foods: Mediterranean hummus, homemade pita chips, falafel, Kefir yogurts, and more
- Heavy’s Smokehouse: Slow-roasted Texas BBQ brisket, tri trip, pulled pork, smoked gouda mac and cheese, and more
- Apaachurros784: vegan churros made to order
- Gabinas Cuisine: Filipino lumpia, skewers, egg rolls, and more
- Cici’s Jewelry: Hawaiian-style jewelry
- Vietnamese Woodwork: repurposed vintage wooden home accessories
Heavy’s Smokehouse is one of the Linda Vista Farmers Market vendors that uses it as a launchpad for growth, while also participating in other farmers’ markets in the county, such as Del Mar, La Jolla, San Marcos, and others. Heavy is aiming to open a brick-and-mortar location by next year, and farmers’ markets help him spread the word.
Heavy was trained in Austin by the first Michelin Star barbecue restaurant, which means you get to discover little-known gems like this before some vendors hit the big time.
An Incubator for Small Businesses
The Linda Vista Farmers Market has also become known as a launchpad for local entrepreneurs. With one of the lowest booth fees in San Diego—just $20 or 10% of sales—it’s accessible to startups and small food makers.
Some vendors use this market to test their success and then go on to join larger markets, such as Hillcrest or Little Italy.
“We’ve had folks who tried it out here, found their rhythm, and then graduated to the bigger markets,” Rachel explained. “We’re sad to see them go, but it’s also exactly the point. We’re helping people take their first steps.”
Access for All: EBT, WIC, and Market Match
At its heart, the Linda Vista Farmers Market is about access. The market accepts EBT (CalFresh) and WIC benefits, and participates in Market Match, which provides shoppers with an extra $15 each week for fruits and vegetables when they use EBT.
On any given Thursday, 80–100 households use the program.
“That’s really our bread and butter,” Rachel emphasized. “It’s what makes fresh produce affordable for our community. For many families, that extra $15 a week is the difference between getting enough fruits and vegetables or not.”
Not every vendor can accept EBT (rules prohibit the sale of hot prepared foods, for example), but more vendors are joining specifically because customers have requested it. Frozen tamales, breads, teas, dips, packaged juices, and farm produce are all eligible.
First and Fourth Thursday Events
Two recurring events keep the calendar fresh:
- First Thursday – E-Waste Drop-Off
Started by a longtime customer turned board member, this project collects old electronics for safe recycling. The turnout has already exceeded expectations. - Fourth Thursday – Nonprofit Day
Community organizations set up at the market offer a range of services, including CalFresh support and free health screenings. Bayside Community Center, Mission Fed, and the County of San Diego are frequent partners, and seasonal nonprofits rotate in with activities, free giveaways, and recycling education.
Seasonal Celebrations
The Linda Vista Farmers Market also doubles as a community space for celebration.
- Safe Trick-or-Treat — This year on Thursday, Oct. 30. Expect towering inflatables, a 12-foot skeleton, a kids’ costume parade, pumpkin painting, and candy stations at every booth.
- Lunar New Year — In keeping with the cultural reflection of the neighborhood, the market transforms in February with lion dancers, live performances, music, red envelopes, and artistic decorations. It’s become one of the neighborhood’s most anticipated traditions.
“Anyone who wants to do something for the community, we will carve out a space for,” said Rachel.
Support Local and Support Growth
Although the market has reached its current maximum footprint, its future depends on spreading awareness and expanding its customer base.
“We’ve done a really good job naturally to folks in our immediate community, and they know we’re there,” noted Rachel. “But we need support from our neighboring communities. Our purpose and goal as a farmers’ market has been, and is, to serve low-income communities who don’t have access to food, but to do that, it requires us to have more supporters from a variety of household income levels.”
Love Linda Vista is currently developing a sponsorship program to enable individuals and businesses to support the market directly.
Rachel says the organization is open to expansion in the future if the demand supports it.
If You Go
- When: Thursdays from 2 pm to 7 pm
- Where: Linda Vista Plaza, located at 6939 Linda Vista Road
- Payments: Most vendors accept credit cards, Apple Pay, or Google Pay. EBT/WIC is available at the information booth. Market Match offers up to $15 in free produce per week.
So next Thursday, bring a bag, bring a neighbor, and come see what makes this little market such a big deal.
