San Diego Neighborhood Information Group


Valley Farm Market provides specialty meats, natural produce and craft beers in La Jolla

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VICTORIA DAVIS

Posted – 01/13/20 – 09:00 | 16314 views | 15 | 107 107 reviews | email to a friend | impression
Derek Marso, owner of Valley Farm Market.  COURTESY PHOTO

Derek Marso, proprietor of Valley Farm Market. COURTESY PHOTO

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Whereas Costco, Goal and Walmart dominate the normal grocery retailer enterprise, Valley Farm Market tries to remain forward of the commodity competitors by providing not solely USDA Prime Selection meats and natural merchandise, but additionally branded sauces. specialty meals, snacks and even craft beer.

Based mostly in Spring Valley, the one-unit grocery retailer has been family-owned for 64 years, providing native and distinctive off-stand manufacturers for cheese, mustard, sweet, drinks, crisps, spice mixes and practically 1000 completely different beers of which about 70% are native San Diego manufacturers.

“If it is distributed in San Diego, we now have it,” mentioned Derek Marso, the third-generation proprietor of his grandfather’s market.

However Valley Farm Market is now not a separate group, it has simply expanded to La Jolla at 6902, boulevard La Jolla.

“Valley Farm would not final as a commodity retailer,” Marso mentioned. “The buying energy of locations like Costco is so large. What we needed to do was give folks one thing they could not discover in some other retailer. “

Marso’s grandfather Felix, often known as “Curly,” was a butcher in Chicago earlier than he and his spouse Eleanor moved their household from the Windy Metropolis to the Golden State, notably San Diego. Felix opened Valley Farm as a family-owned, community-driven grocery retailer in 1956. Within the Nineteen Seventies the enterprise was then handed on to Marso’s father and aunt as Marso roamed skilled soccer on a scholarship. accomplished research at Kansas State and a launch pad launched Marso’s profession as a defensive finish within the NFL. However, finally, Marso additionally discovered a house in his household’s grocery retailer.

“I needed to discover out who I used to be outdoors of sport,” mentioned Marso, who purchased the shop from his dad and mom in 2008. “It has been nice ever since, to create a tradition of your individual and to encourage workers to return to work. “

Simply earlier than Marso took over, Valley Farm Market was in dire straits, with Marso claiming that her household “was doing all they may to maintain the doorways open.” It was then that Marso got here up with the concept for the shop to solely promote specialty merchandise corresponding to Yai’s Thai Pink Thai Coconut Curry, Vegan Rob’s Dragon Puffs, Apple Fruit Bars and cinnamon from Dudley’s and Connoisseur Mango Orange drinks from Fruits of the Nile Nectar. Being an avid barbecue fan, Marso additionally opened the Valley Farm Market BBQ Shack contained in the market. Clients might come to a small window on the aspect of the market and order barbecue brisket, pulled pork, tri-tips, and extra barbecue sides by the pound.

Final yr, the Valley Farm BBQ was named “Finest BBQ in San Diego” by iHeartRadio. Market meat is free from antibiotics and hormones, with the animals being raised on a vegetarian weight loss plan.

“We’re not a transactional firm,” mentioned Marso. “We’re right here to be a part of the San Diego neighborhoods. Folks come to this retailer and perceive what we do, how we do it and why we do it. It is not nearly staying afloat; we need to assist farmers and companies that make nice meals. “

Off North Lane, throughout from Rigoberto Taco Store, Valley Farm’s La Jolla seaside location provides full-service delicacies – Valley Farm Market Kitchen – with tuna poke nachos with wonton chips, vegetarian sandwiches, fish tacos and a dozen different decisions of sandwiches and entrees. In a couple of weeks, the brand new department will even start promoting craft beers, wine and different alcoholic drinks.

“All we now have to do is take heed to our neighborhood and listen to what they need,” mentioned Marso, whose workforce hosts the Del Mar Turf & Surf BBQ Championships every year in addition to the Spring. Valley Tailgate and BBQ Competition, the place all proceeds go to underprivileged youngsters. . “Having my very own enterprise provides me the posh of having the ability to pivot quicker than different bigger shops and put money into our clients. I haven’t got to undergo conferences or CEOs to carry a requested product into the shop or to exchange objects on our menus. We’re extraordinarily enthusiastic about our growth in La Jolla and the possibility to begin our household.

For extra info, go to valleyfarmmarkets.com/lajolla.

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