Jeff Wells, June 25th, 2009
“Local” is a pretty relative term at most supermarkets, but not at
Woodlands Market in Kentfield, California, where customers will soon be
able to buy fresh food grown a mere mile away from the store. We talked
to owner Don Santa recently about his new farm development, his vision,
and his ties to the area.
Talk about this farm project of yours — where’d the idea come from
and where does it stand now?
I have 20 acres, although we’ll probably only be initially producing
on three to five acres of it. We’re still planning it out, laying out
the space right now. This is sort of a fusion of victory garden and our
own slow food movement where we’re bringing that sort of energy all into
one community, and of course putting a local retail flavor in it.
What crops will you grow, and do you have a dollar or quantity
estimate for everything?
Whatever’s possible. Everything from heirloom tomatoes to char to
squash, artichoke, beets, herbs, basil, you name it. It’s going to be
extensive, and there will be seasonal aspects to it as well. We’ll do
grapes, peaches, apples, cherries. We have a perfect microclimate for
almost anything.
What sort of expertise have you employed to help plan this all out?
Well, my produce guy, who’s been with us for 25 years, is going to do
most of this. Then I’ve also got a horticulturalist and people who are
helping me design and layout and engineer this who have worked with
Alice Waters.
Woodlands really seems to have an identity steeped in community
support and outreach. How will this farm be an extension of that?
We’re going to do some cooking classes on the property. We’d also
like to get kids involved in tours and educational programs, and as we
expand and recreate our model, we will have an indoor/outdoor farmers
market concept that can include what we’ve grown, as well what people in
the community have grown in their own gardens.
What’s been the key to success there?
It’s all about taste and quality and flavor. We also have a heart
healthy line, which is a little more nutritionally disciplined, as well
as a new healthy gourmet brand called beautifull food that we just
helped launch.
Woodlands Market is very proud to announce our
store has been selected as one of the Outstanding Retailers of
2006 by the National Association for the Specialty Food Trade
(NASFT). We were one of only five retailers across the country to
be nominated and selected by the 2,390 members of the NASFT.
From Specialty Food Magazine: "At
this serene solar-powered store in California…The focus is on
quality, particularly in perishables. Woodlands offers
restaurant-quality prepared foods – the market has chefs on site
preparing 50 entrees a day; more than 350 varieties of fresh fruits
and vegetables, Niman Ranch meats; an extensive cheese selection and
an array of specialty foods."
“The NASFT Outstanding Retailer Award
recognizes what we do on a daily basis” notes Gary Grossetti,
Woodlands Market General Manager.
We would like to thank the members of the NASFT
for this honor, and extend our appreciation to our employees and
customers for your contributions toward making Woodlands Market one
of the Outstanding Retailers of 2006.
