YOU KNOW, EVERYBODY LIKES FRESH FOOD WHETHER IT'S RASPBERRIES, BLUE CRABS, COCONUTS, OR AN UNEXPECTED BAKED GOOD, IT'S BETTER WHEN IT'S NEW.

AND IF YOU WANT THAT KIND OF FOOD, YOU MAY OFTEN FIND YOURSELF IN A MARKET.

WE ALWAYS COME TO THE FARMERS MARKET.

Man: EVERY CITY HAD MARKETS -- THEY HAD TO.

BECAUSE THERE WERE NOT GROCERY STORES.

Woman: LIKE I FEEL LIKE, THIS IS HOW IT'S BEEN FOR HUNDREDS OF YEARS, YOU KNOW, YOU JUST GO TO A LITTLE MARKET AND JUST... Woman: IT'S SO FRESH, IT'S SO HEALTHY, YOU CAN LIVE 100 YEARS.

Woman: I THINK IT'S THE OLDEST WAY OF SOCIALIZING AND DOING BUSINESS AND EATING.

I LIKE THE FOOD... AND THE FRUIT.

Woman: ANY FOOD THAT YOU WANT FROM ANY PART OF THE WORLD, YOU GET IT HERE.

Man: IT'S LIKE A LIVING, BREATHING THING -- THE FOOD'S ALIVE, THE PEOPLE ARE ALIVE.

IT'S JUST AN ALIVE THING.

Man: IT'S A CHANCE FOR PEOPLE TO COME FROM THEIR FARMS AND SOCIALIZE.

IT'S A SOCIAL EVENT.

Woman: I COME HERE TO KIND OF WORK, BUT ALSO TO GOSSIP WITH MY FRIENDS.

NO, REALLY, I THINK THE REASON PEOPLE LOVE THE MARKET IS BECAUSE THEY GET FRESH STUFF.

Narrator: WE WANT TO CELEBRATE MARKETS ACROSS AMERICA.

AND FOR OUR TITLE, WE QUOTE AN OLD NURSERY RHYME.

BUT WE'RE NOT REALLY LOOKING FOR A WHOLE ANIMAL.

WE JUST THOUGHT IT WOULD BE MEMORABLE TO CALL THIS... TO MARKET TO MARKET TO BUY A FAT PIG Woman: HOME AGAIN, HOME AGAIN.

JIGGETY-JIG.

YOU BET.

Narrator: OF COURSE, WE MAY NOT GET TO YOUR FAVORITE, BUT WE KNOW IT'S PROBABLY A GREAT ONE, TOO.

Woman: ENJOY MARKET.

IT'S FULL OF SURPRISES.

"TO MARKET, TO MARKET, TO BUY A FAT PIG" WAS MADE POSSIBLE BY THE CORPORATION FOR PUBLIC BROADCASTING, AND BY CONTRIBUTIONS TO YOUR PBS STATION FROM VIEWERS LIKE YOU.

THANK YOU WOULD YOU GUYS LIKE TO GO ON A LITTLE WALK?

Narrator: YEAH -- IT ALL STARTS ON A SMALL FARM, LIKE THIS FOUR-AND-A-HALF ACRES THAT MATT ROMERO AND HIS FAMILY CULTIVATE IN NORTHERN NEW MEXICO.

Romero: HERE'S WHERE THE BABIES ARE HIDING OUT, IN HERE.

Narrator: MATT USED TO BE A CHEF.

Romero: AND THEY ARE SO CUTE.

[ LAUGHS ] A LOT OF TIMES THEY CAN'T FIND ME, AND THEY GO, "GO SEE IF DAD'S AT THE CHICKEN PEN," 'CAUSE I'LL COME DOWN HERE AND WATCH THEM FOR LIKE HOURS SOMETIMES, 'CAUSE THEY'RE JUST SO INTERESTING.

Narrator: BUT SINCE THE YEAR 2000, HE'S BEEN RAISING THINGS ON THIS FARM TO SELL AT NEARBY MARKETS.

Romero: GOOD MORNING.

ANYBODY ALIVE IN HERE?

WE HAVE TWO PENS BECAUSE OF THE AGE DIFFERENCE, YOU CAN'T MIX THEM.

IF WE PUT THESE LITTLE ONES WITH THE BIG ONES, THEY WOULD EAT THEM.

WE HAVE REALLY GOOD, HIGH QUALITY EGGS BECAUSE WE LET OUR CHICKENS LOOSE, AND THEY SCRATCH AROUND.

THEY EAT GRASSHOPPERS, THEY EAT BUGS, AND IN FACT, THEY PREFER BUGS OVER EVERYTHING ELSE.

Narrator: SO, IT'S A FRIDAY MORNING IN EARLY JUNE, AND WE CAME TO SEE SOME OF THE WORK INVOLVED IN GETTING READY FOR THE SATURDAY MARKET.

Romero: ISN'T THAT GORGEOUS?

WHAT WE'VE GOT HERE IS WE'VE GOT PRODUCTS THAT WE'RE GOING TO BE TAKING TO MARKET TOMORROW.

RIGHT HERE, WE HAVE FRECKLES LETTUCE.

RIGHT HERE, BOK CHOY.

JOI CHOY.

RUFFLES LETTUCE.

AND WE GOT BABY RADICCHIO OVER THERE, WHICH WE'LL CUT IN A COUPLE WEEKS.

BUT TOMORROW WE'LL MOSTLY SEE THREE VARIETIES OF BOK CHOY, GREEN HEAD LETTUCES, WE'RE GOING TO CUT THIS ERUPTION FOR SALAD MIX TODAY.

ALSO, ONE OF OUR MAIN CROPS THIS TIME OF YEAR, AND WE'LL SPEND MOST OF THE TIME PICKING IT TODAY, WILL BE SUGAR SNAP PEAS.

AND THEY'RE IN THIS BIG BED BETWEEN THE TWO HOOP HOUSES, AND THEY'RE PRIME RIGHT NOW, THEY'RE READY TO GO.

Narrator: THE PICKERS HERE ARE MATT'S WIFE EMILY AND DAUGHTER SAGE.

Romero: PEAS RIPEN FROM THE BOTTOM UP, SO THE MOST RIPE ONES WILL BE AT THE VERY LOWEST LEVEL.

BY THE TIME WE'RE FINISHED, WE SHOULD BE ABLE TO HARVEST CLOSE TO 1,000 POUNDS OF PEAS OFF THESE TWO BEDS RIGHT HERE.

Narrator: WELL, BEFORE THE MORNING'S OVER, THE OTHER TWO GIRLS, LILY AND TYLER, JOIN IN AND THE WHOLE FAMILY WORKS ON VARIOUS STAGES OF GETTING THE FARM'S PRODUCE READY.

Romero: WHEN YOU DON'T GO TO MARKET, YOU'RE NOT MAKING ANY MONEY.

I MEAN, WE DON'T MAKE MONEY ON THE FARM.

WE ONLY MAKE MONEY AT MARKET.

NOW THE FOOD THAT WE TAKE TO MARKET HAS BEEN OUT OF THE GROUND NO MORE THAN 24 HOURS.

SO IT IS REALLY FRESH AND IT'S ALIVE.

AND WHEN YOU TAKE THAT HOME AND YOU COOK IT THE FOLLOWING DAY, YOU ARE COOKING FOOD THAT YOU CAN'T DUPLICATE UNLESS YOU RAISE IT YOURSELF.

THERE'S JUST ABSOLUTELY NO WAY THAT PEOPLE CAN RAISE FOOD IN DIFFERENT PARTS OF THE COUNTRY AND GET IT TO YOU IN ONE DAY.

AND THE MARKET IS KNOWN FOR THAT.

Narrator: SO, EARLY THE NEXT DAY, SATURDAY, ON A PARKING LOT IN DOWNTOWN SANTA FE, IT'S TIME TO SET UP.

AS VENDORS GET READY TO SELL THEIR WARES, YOU MIGHT RUN INTO SHAUN ADAMS MAKING HIS ROUNDS.

Adams: I'M THE ON-SITE MANAGER, BASICALLY I'M ORGANIZING PEOPLE.

GOOD MORNING, PEACHES.

HOW ARE YOU DOING TODAY?

GOOD.

AND YOU?

DOING GREAT.

HAVE A SMELL OF GARLIC.

MM.

I LIKE GARLIC.

GARLIC'S GREAT.

HERE YOU GO.

HAVE ANOTHER SMELL.

THERE'S 100 CLOVES PER 2 OUNCES, YOU KNOW.

WE GET IT FROM THE FIELD, PEEL IT, AND THEN PUT IT IN A BLENDER, AND EXTRACT IT, SO IT WORKS OUT REALLY NICE.

Narrator: THE VENDORS SET UP AROUND 7:00 A.M.

JOEY SAM HAS COME TO SELL BISON PRODUCTS.

Sam: TRY AND GET HERE BY 6:30 IN THE MORNING.

I'M ALWAYS ON INDIAN TIME THOUGH, RUNNING A LITTLE LATE.

YOU KNOW, I GET HERE WHENEVER I GET HERE, SO.

Romero: FOR ME, WHEN I LOOK AT WHAT A MARKET'S SUPPOSED TO BE LIKE, I LOOK TO THE WAY THEY DO IT IN EUROPE, WHICH IS THE WAY I LIKE TO SET UP MY BOOTH.

I LIKE TO SEE LOTS OF DIFFERENT PRODUCTS, LIKE A FREE FLOW DOWN ON THE TABLES, YOU KNOW, BINS OF DIFFERENT THINGS STACKED UP, STUFF THAT HAS VOLUME, STUFF THAT LAYS FLAT, STUFF THAT HAS DIFFERENT DIMENSION.

VARIOUS CUTS OF STEAKS, T-BONES, FILET MIGNON, SIRLOIN STEAK, NEW YORK STRIP, RIBEYES.

Adams: GOT A PRETTY GOOD CROWD.

USUALLY, OF COURSE, SANTA FE DOESN'T GET UP UNTIL A LITTLE BIT LATER, LIKE 9:00.

I BAKED ALL THE NIGHT LAST NIGHT, SO THERE'S FOCACCIAS AND CALZONES, AND SOME LITTLE SWEET STRUDELS.

Man: THIS IS THE RASPBERRY RED CHILE, THIS IS THE RASPBERRY GINGER.

GROW THE RASPBERRIES MYSELF.

MY SISTER MAKES THE JAM.

BUT THE MAIN IDEA IS TO GET THE JAM IN THEIR MOUTH.

ONCE THEY DO THAT, MY WORK IS DONE, AND THEY COME BACK AND BUY JAM.

OKAY, YOU HAVE TO TRY THE RASPBERRY WITH CHILI -- WITH CHILI.

Man: PEOPLE SAY EVERYTHING FROM IT'S THE BEST RASPBERRY JAM THEY'VE EVER HAD TO, "MM-MM."

THAT'S ALL THEY CAN SAY SOMETIMES.

Woman: I WOULDN'T DO IT WITHOUT DOING FREE SAMPLES, 'CAUSE I THINK YOU HAVE TO SORT OF DEMONSTRATE TO PEOPLE THAT YOU BELIEVE IN WHAT YOU'RE DOING, AND THAT YOU KNOW THAT IF THEY TASTE SOMETHING, THEY'LL REALLY LIKE IT, AND SO THEY LIKE THAT KIND OF CONFIDENCE, YOU KNOW.

IT'S ALL FRESH.

AND I THINK PEOPLE ARE PASSIONATE, TOO, ABOUT THEIR WORK, AND THAT'S WHAT MAKES IT REALLY GOOD.

WE HAVE A LOT OF MUSICIANS COME, ACTUALLY, LOCAL MUSICIANS, AND IT'S BASICALLY FIRST COME, FIRST SERVED.

THAT'S THE MARIMBA BAND.

THEY'VE BEEN COMING TO THE MARKET FOR QUITE SOME TIME NOW, AT LEAST FOUR OR FIVE YEARS.

Narrator: DAN PAULI IS THE LEADER OF THESE MUSICIANS.

Pauli: WE'RE PLAYING MARIMBAS WHICH ARE THESE BIG AFRICAN XYLOPHONES.

I HAVE A MUSIC SCHOOL, WILD MARIMBAS SCHOOL OF MUSIC, AND WE -- EVERY OTHER WEEK, WE COME DOWN TO THE MARKET AND JUST PLAY MUSIC FOR THE ENJOYMENT OF OTHER PEOPLE, AND FOR A LITTLE BIT OF PRACTICE, AND IT WAKES ME UP AND GETS ME READY.

Narrator: YOU MAY ALSO SEE JUDY DANZIGER, EXECUTIVE DIRECTOR OF THIS FARMERS MARKET.

ALL OF T PEOPLE YOU SEE HERE, FOR THE MOST PART, COME FROM 15 NORTHERN COUNTIES OF NEW MEXICO.

OUR MAIN FOCUS IS PRODUCE, BUT WE SELL CRAFT ITEMS, WE SELL ORGANIC MEATS, WE OFFER SANTA FE AND ALL ITS VISITORS SOME OF THE BEST BREAKFAST BURRITOS IN TOWN.

AMY CRUMPACKER DOES GREAT PIES HERE.

NICE SALADS AS WELL.

SALSAS, FRESH SALSAS HERE, FROM ADOBE KITCHEN.

OF COURSE, THE GREENS, THERE'S TONS OF DIFFERENT GREENS FROM HARMONY FARMS.

DON BUSTOS DOES A GREAT JOB, TOO, WITH THE STRAWBERRIES, ASPARAGUS.

WE HAVE AN 80/20 RULE HERE -- 80% OF IT HAS TO BE LOCAL GOODS.

AND THEN 20% OF IT CAN BE BROUGHT IN FROM OUTSIDE SOURCES.

Sam: WE SELL BISON HIDES, BISON LEATHER.

THESE ARE THE SKULLS THAT WE HARVEST WHEN WE TAKE THE BULLS TO SLAUGHTER.

THE MEAT IS FROZEN REALLY GOOD, AND IT LASTS ALL MORNING.

BY TIME I GET HOME, THEY'RE STILL FROZEN.

Narrator: JOEY'S HOME IS ABOUT AN HOUR NORTH OF SANTA FE ON THE PICURIS PUEBLO.

SHE AND HER HUSBAND, DANNY SAM, MANAGE THE BISON PROGRAM HERE.

IT'S A TRIBAL BUSINESS.

Danny Sam: WELL, THESE ARE OUR BUFFALEROS.

A LOT OF HARD WORK, A LOT OF SWEAT GOES INTO THIS.

BUT THAT'S WHAT WE CALL OURSELVES.

WE'RE NOT "COWBOYS," WE'RE "BUFFALEROS."

Narrator: THE BUFFALOS OR BISON -- EITHER TERM IS OKAY -- AREN'T FOND OF VISITORS.

Danny Sam: WELL, THEY'RE JUST OVER THERE EATING.

THAT'S USUALLY WHAT THEY DO BEST IS EAT.

[ Laughs ] THEY LAY AROUND AND CHEW THEIR CUD AND THEN THEY GO DRINK SOME WATER AND THEY GO BACK AND EAT SOME MORE.

AND THEY JUST FINISHED HAVING CALVES, MOST OF THE COWS DID, SO.

Narrator: SO DANNY KNOWS ABOUT BISON MEAT.

IT'S GOOD.

ITS LEAN.

I'S A LOT HEALTHIER.

WE KNOW WHAT'S IN IT, RATHER THAN WHAT YOU BUY OUT OF THE GROCERY STORE, AND A LOT OF THAT MEAT'S IMPORTED, AND A LOT OF IT HAS GROWTH HORMONES.

WE DON'T USE THE WORD "ORGANIC," WE USE THE WORD "GRANGE-FED," "GRASS-FED."

THEY'RE PRETTY HARDY ANIMALS, THEY CAN TAKE CARE OF THEMSELVES PRETTY GOOD.

THEY DON'T REALLY HAVE ANY PREDATORS HERE.

Joey Sam: SO ALL THIS, ALL THE REVENUE WE MAKE OFF OF SALES OF OUR PRODUCTS GOES RIG THE MANAGEMENT OF THE HERD.

AND THAT'S GOOD BECAUSE IT KEEPS OUR TRIBAL EMPLOYEES WORKING, OUR WORKERS GOING, AND IT KEEPS US ALSO EMPLOYED.

Romero: SO THE PEOPLE THAT ARE DRAWN TO THESE VENUES HAVE DEVELOPED AN APPRECIATION FOR EXTREMELY FRESH AND HIGH QUALITY FOOD.

Woman: PEOPLE -- SOMETIMES YOU'LL SEE PEOPLE THAT COME AND SPEND THE ENTIRE MORNING AND DON'T REALLY BUY ANYTHING.

AND WHATEVER -- MAYBE THEY DON'T HAVE MONEY THAT WEEK OR MAYBE THEY'RE JUST HERE TO SOAK UP THE ATMOSPHERE.

Romero: AND REALLY THE FACT THAT THEY'RE THERE IS REALLY, THAT PROVES THAT THE MARKET IS SUCCESSFUL.

BEFORE THEY EVEN BUY ONE THING, THE FACT THAT THEY'VE DECIDED TO GET UP EARLY IN THE MORNING ON A SATURDAY, ONE OF THEIR DAYS OFF.

THEY GO AND FIGHT PARKING IN SANTA FE, AND THEY WALK AROUND LOOKING FOR ALL THESE SPECIAL PRODUCTS.

THOSE ARE OUR REAL SUPPORTERS OF AGRICULTURE RIGHT THERE.

THOSE ARE THE PEOPLE WHO HAVE BOUGHT INTO OUR CONCEPT.

ALL RIGHT.

YOU GUYS HAVE A NICE DAY.

KIDS LOVE THAT.

[ Laughs ] Narrator: NOW, THE SANTA FE FARMERS MARKET TRACES ITS ROOTS BACK TO THE 1960s, BUT OTHER MARKETS HAVE BEEN AROUND A LOT LONGER.

IN LANCASTER, PENNSYLVANIA, THE CLASSY CENTRAL MARKET MAY BE THE OLDEST CONTINUOUSLY OPERATING MARKET IN AMERICA.

ITS MARKET MASTER, RIC TRIBBLE, CAN TELL YOU ABOUT A CHARTER FROM KING GEORGE II OF GREAT BRITAIN.

THE CHARTER IS IN 1742, BUT THE FACT OF THE MATTER, IT WAS CHARTERED WELL AFTER THE MARKET HAD BEGUN.

AND THE MARKET, I ESTIMATE, STARTED SOME TIME IN THE LATE 17th CENTURY.

THE REAL MARKET PROBABLY AROUND THE EARLY PART OF THE 18th CENTURY BECAME SUBSTANTIAL ENOUGH TO WHERE A TOWN WAS FORMED HERE IN 1730.

Narrator: PETER SIEBERT IS PRESIDENT OF THE LANCASTER CULTURAL HISTORY MUSEUM NEXT DOOR.

HE KNOWS SOME MARKET HISTORY, TOO.

Siebert: IT'S BEEN HERE PROBABLY SINCE THERE WAS A LANCASTER.

BACK IN THE EARLY 1700s, THERE WERE MARKETS IN THE HEART OF DOWNTOWN.

AND THEN WHEN THEY NEEDED MORE ROOM IN 1889, THEY BUILT THE BIG CENTRAL MARKET NEXT DOOR TO US.

WHEN YOU GO INSIDE, IT'S KIND OF GOT THAT GRAND CENTRAL STATION, YOU KNOW, THE BIG, CAVERNOUS CEILING FEEL TO IT.

AND I'M ALWAYS AMAZED BECAUSE SO FEW PEOPLE EVER LOOK UP.

YOU KNOW THEY'RE BUSY LOOKING YOU KNOW, IS THAT TOMATO GOOD?

IS THAT EGGPLANT GOOD?

Narrator: WELL, WHAT MAKES A MARKET MEMORABLE IS THE STUFF BEING SOLD.

Man: I DON'T GROW ALL OF THIS.

I GROW CERTAIN OF THE VEGETABLES, LIKE THE TOMATOES AND THE POTATOES FOR EXAMPLE, I RAISE BOTH OF THEM.

Man: WELL, TODAY WE HAVE LIKE CAJUN CATFISH ON RICE WITH A VEGETABLE.

WE HAVE A GRILLED CHICKEN BREAST WITH A SAUCE, A STARCH AND A VEGETABLE.

I MEAN, THEY'RE ALMOST COMPLETE MEALS.

THOSE AREN'T YOUR TOMATOES YET, ARE THEY?

THEY'RE LOCAL TOMATOES.

YES, THEY ARE.

THEY'RE YOUR TOMATOES?

ALREADY?

ALREADY.

WELL, I'LL BE BACK TO BUY SOME OF THOSE.

ALL RIGHT.

WE SELL PREPARED SALADS, SOUPS, ENTREES AND DESSERTS.

VERY COMFORTING THOUGH, COMFORT FOOD.

Man: IT'S ME AND MY WIFE.

I'M OMAR.

MY WIFE IS MARITZA.

WE SELL SPANISH FOOD, AUTHENTIC SPANISH FOOD.

SO, I DO ALL MY EMPANADILLAS, I DO CUBAN SANDWICHES, RELLENAS PAPAS, LIKE POTATO BALLS.

Woman: OUR MAIN PRODUCT IS TURKEY SAUSAGE, AND WE HAVE 17 FLAVORS OF TURKEY SAUSAGE, AND IT'S ALL 98% FAT-FREE.

I BELIEVE I MAKE ONE OF THE BEST CUBAN SANDWICHES IN TOWN.

WHO IS THE TURKEY LADY?

THAT WOULD BE ME.

WOULD YOU LIKE THE RED RASPBERRIES OR THE BLACK RASPBERRIES?

Woman: THE RED ONES.

THE RED ONES.

SURE.

Tribble: I GUESS WE WOULD CALL YOU THE BIG SQUEEZE.

NO, DO NOT CALL ME THAT.

[ Laughs ] OKAY, SHE SQUEEZES ALL THE JUICE.

Man: POTATO SALAD, THE BROCCOLI SALAD, THE CHICKEN PIES, IT'S ACTUALLY, IT'S ALL... IT'S ALL, 75% OF THE PENNSYLVANIA DUTCH.

Woman: AND ANOTHER SPECIALTY WOULD BE OUR CHICKEN CORN SOUP.

TOURISTS WOULD SAY CHICKEN-CORN-NOODLE.

WE IN THE DUTCH COUNTRY JUST UNDERSTAND NOODLES ARE ON EVERYTHING, SO WE DON'T -- WE DON'T MENTION THAT.

I COME EVERY FRIDAY.

THIS IS WHERE I DO MOST OF MY SHOPPING.

IT'S THE BEST THING.

IT'S GOOD FOR MY FAMILY, BUT IT'S GOOD FOR MY SOUL.

I'M HIGHER THAN YOU.

Tribble: WATCH OUT.

NO MATTER HOW MANY TIMES YOU'VE BEEN HERE, IT'S AN EXPERIENCE TO COME TO MARKET.

IS HE CAUSING TROUBLE?

Man: I AM.

HOW YOU DOING, RIC?

PRETTY GOOD.

THIS IS THE SPRINGERLE HOUSE.

AND WE SELL SPRINGERLE COOKIES.

IT'S A TRADITION THAT COMES FROM THE SWITZERLAND-AUSTRIA AREA OF EUROPE.

[ Laughs ] IT'S A TRADITIONAL MARKET, IT'S A TRADITIONAL THING.

IT JUST FITS RIGHT IN.

Woman: I HAVE MY FAVORITE SPOTS, BUT I ROTATE.

I DO EVERY ROW ALL THE TIME, AND I KIND OF LOOK AND SEE WHO HAS WHAT.

I PREFER IT IF IT'S HOMEGROWN.

Tribble: PEOPLE COME HERE BECAUSE THEY ARE ABLE TO TALK TO THE PEOPLE WHO SELL THEM THE FOOD, AND THEY BUILD RELATIONSHIPS.

THEY BECOME FRIENDS.

Woman: YOU KNOW, MY BIRTHDAY, THEY ALL SANG.

I THINK THE WHOLE MARKET SANG.

Narrator: [ Chuckles ] THIS MARKET IS OPEN ONLY ON TUESDAYS, FRIDAYS AND SATURDAYS.

VENDORS HERE ARE CALLED "STAND-HOLDERS," AND AT ONE OF THE SMALLEST STANDS, MICHAEL LONG MAKES FAMOUS LONG'S HORSERADISH, THE SAME STUFF HIS FATHER MADE RIGHT HERE FOR 55 YEARS UNTIL MICHAEL TOOK OVER AROUND 1990.

Long: IT'S NOT COMPLICATED.

YOU GRIND THE ROOTS UP, YOU PUT SOME VINEGAR WITH IT, YOU PUT IT IN JARS.

IT'S LABOR-INTENSIVE.

NOBODY LIKES LABOR-INTENSIVE WORK ANYMORE.

SO TO BE A PERSON ON THE FARMERS MARKET, WHETHER YOU'RE SELLING PRODUCE OR MAKING HORSERADISH OR MAKING GREEK PASTRIES, IT'S LABOR INTENSIVE.

YOU HAVE TO LOVE THAT.

OTHERWISE YOU'RE GOING TO BE DOING SOMETHING ELSE.

YOU'D BE SURPRISED HOW MANY PEOPLE COME INTO THIS MARKET, WALK PAST THE STAND AND COME BACK AND SAY "I KNEW I NEEDED HORSERADISH BUT I DIDN'T PUT IT ON MY LIST."

I SAY HORSERADISH DOESN'T USUALLY MAKE IT ONTO YOUR LIST.

ONE SMALL?

BUT THE SMELL USUALLY WAKES THEM UP.

OH, I NEEDED THAT, SO THEY GET ONE.

Tribble: DO YOU HAVE ENOUGH CELERY TODAY, ANNE?

HUH?

YOU HAVE ENOUGH CELERY TODAY?

I'M NOT SURE IF I'LL HAVE ENOUGH OR NOT.

IT'S GOING DOWN PRETTY FAST.

YOU'D BE AMAZED AT THE KIDS THAT COME IN WITH THEIR PARENTS.

THEY JUST SIT THERE AND THEY JUST GOBBLE THAT THERE CELERY UP.

[ Laughs ] Narrator: ANNE WILSON HAS BEEN SELLING CELERY, JUST CELERY, FOR 30 YEARS HERE AT HODECKER'S CELERY STAND.

IT'S SPECIAL CELERY.

Wilson: LANCASTER COUNTY IS NOTED FOR BLEACHED CELERY, THE YELLOW CELERY, WHICH MAKES IT SWEETER.

WE JUST SELL THE HEARTS OF THE CELERY, NOT THE OUTER STEMS.

I MEAN, THE TOURISM SAYS YOU MUST, IF YOU'RE GOING TO MARKET, YOU MUST BUY HODECKER'S CELERY BECAUSE THEY HAVE THE BLEACHED CELERY, AND A LOT OF PEOPLE DON'T KNOW NOTHING WHAT "BLEACHED" MEANS.

WELL, IT'S NOTHING ON IT, NO CHEMICALS, NO NOTHING, IT'S JUST -- I STILL TELL THEM -- IT'S CONTROLLED.

IT'S BY CONTROLLED MOISTURE, TEMPERATURE AND DARKNESS, WHICH CAUSES IT TO GET YELLOW.

AND THE LEAVES I TAKE OFF BECAUSE A LOT OF PEOPLE THROW THE LEAVES AWAY.

THEY DON'T WANT 'EM.

THEY DON'T REALIZE THERE'S A LOT OF FLAVOR IN THE LEAVES.

Man: TO ME, PEOPLE AREN'T COMING TO SHOP AT CENTRAL MARKET IN A HURRY, YOU KNOW, IT'S JUST A LITTLE BIT SLOWER.

LIKE I SAY, PEOPLE COME HERE TO MEET FRIENDS THAT THEY SEE EVERY WEEK AT MARKET, YOU KNOW.

I DON'T THINK THEY DO THAT IN A SUPERMARKET.

Tribble: I TALK TO PEOPLE AND THEY'LL SAY, "OH, I HAVEN'T BEEN THERE IN WEEKS.

I NEED TO GO."

WELL, THE FACT THAT THEY SAY THEY NEED TO GO IS AN INDICATION TO ME THAT THEY REALLY HAVE GUILT WHEN THEY DON'T COME HERE.

AND THAT'S A WONDERFUL THING REALLY.

Woman: AND I HAVE SOUR CHERRIES FOR THE FIRST TIME, WHICH WILL BE A PIE FOR DINNER.

I'M HOPING IT'S A PIE FOR DINNER.

Narrator: WELL, WE'RE HOPING FOR A PIE FOR DINNER TOO, BUT WE'RE OFF TO BALTIMORE, THE BIG CITY WHERE THERE ARE SIX CITY MARKETS.

THE BIGGEST ONE IS DOWNTOWN WHERE YOU DON'T HAVE TO BE A FARMER, YOU JUST HAVE TO HAVE LOTS OF FRESH FOOD OR FRESHLY PREPARED FOOD.

THE NAME OF IT IS LEXINGTON MARKET.

AND WE'RE BUYING FOOD.

OH, WE SHOP HERE EVERY WEEK, EVERY DAY, ANY TIME WE CAN GET OFF.

Man: YEAH, IT'S A LANDMARK.

IT'S NOT GOING ANYWHERE NO TIME SOON.

YOU CAN GET A LOT OF THINGS THAT YOU CAN'T NORMALLY GET OTHER PLACES.

Man: FIRST OF ALL, AT LEXINGTON MARKET, WE HAVE A VARIETY OF CHOICES.

WE HAVE POULTRY, BUTCHERS AND FISH.

AND ALSO YOU CAN HAVE A BEAUTIFUL LUNCH, WHATEVER YOU WANT.

I MEAN IT'S THE ONLY PLACE I CAN COME -- RIGHT THERE -- TO GET MY LIVER FRESHLY CUT.

Man: EVERYBODY WANTS LIVER.

EVERYBODY LIKES LIVER, ESPECIALLY, YOU KNOW, ELDERLIES, THEY LOVE LIVER, SO WHAT I DO IS I PUT IT RIGHT THERE BY THE PLEXIGLAS WHERE THEY CAN SEE IT AND THEY CAN COME OVER AND GET LIVER.

Narrator: AMOS MOON AND HIS FAMILY RUN THIS STAND CALLED AMOS MEATS WHERE YOU CAN FIND ALL CUTS OF BEEF, PORK AND LAMB, INCLUDING SOME UNUSUAL ONES.

Moon: BUT THESE ARE BASICALLY LIKE THE NECK PART OF THE PORK THAT'S BEEN SMOKED.

AND THESE ARE THE SMOKED PIG TAILS, AND THESE ARE -- I GUESS IT'S LIKE THIS PORTION, THIS ANKLE, IT'S CALLED "HOCKS."

THESE ARE SMOKED.

Narrator: WELL, WE HAD TO ASK -- COULD WE GET A FAT PIG HERE?

Moon: IF YOU WANTED A WHOLE PIG, YOU SPECIALLY ORDER, YOU HAVE TO SPECIALLY ORDER THEM.

IT'S NOT SOMETHING THAT YOU CAN GET AT THE MARKET, JUST "HEY, CAN I COME IN AND GET A WHOLE PIG?"

NOBODY CARRIES IT LIKE THAT BECAUSE IT'S KIND OF EXPENSIVE.

Man: WHEN YOU HAVE AN OPPORTUNITY TO GO BACK TO A MARKET WHERE YOU ARE TREATED AS AN INDIVIDUAL, OR PEOPLE KNOW YOU BY YOUR NAME MORE OFTEN THAN NOT, IT'S A GREAT EXPERIENCE, AND PEOPLE DON'T WANT TO GIVE THAT UP.

Narrator: HIS NAME IS CASPER GENCO.

HE WORKED FOR SUPERMARKETS FOR 37 YEARS BEFORE HE BECAME EXECUTIVE DIRECTOR OF LEXINGTON MARKET AND THE ENTIRE BALTIMORE PUBLIC MARKET SYSTEM.

Genco: WHAT HAPPENS IN A MARKET LIKE LEXINGTON MARKET, WE HAVE ABOUT 140 VENDORS.

THIS IS THE BEST STALL IN THE MARKET.

WE HAVE THE BEST CHICKEN.

THERE'S A LOT OF COMPETITION.

Woman: WE HAVE CHICKEN, FRIES, RICE, BREASTS, HONEY-BARBECUE WINGS.

Genco: FOR EXAMPLE, WE HAVE LIKE SIX MEAT STALLS, WE HAVE SEVEN PRODUCE STALLS, WE HAVE FIVE BAKERY STALLS.

SO WHAT ALWAYS HAPPENS IS, IT RAISES THE QUALITY OF THE PRODUCT, IT LOWERS THE PRICE AND IMPROVES THE VALUE TO THE CUSTOMER.

SO THAT'S WHY PEOPLE KEEP COMING BACK.

SUPER FRIED CHICKEN!

Genco: IN LEXINGTON MARKET, FOR EXAMPLE, DEPENDING UPON THE DAY OF THE WEEK, THE WEEK OF THE MONTH, IF WE HAVE AN EVENT OR NOT, THERE'S ANYWHERE BETWEEN 8,000 AND 15,000 PEOPLE A DAY COME THROUGH THIS MARKET.

I LIKE TO GO HERE, I LIKE TO GO AT THE OTHER PLACE, AND I LIKE TO GO TO THE FRUIT PLACE, TOO.

HOW'S IT GOING, ELLIOT?

GOING TO BE A GOOD DAY TODAY.

OH, GOD, WHAT A DAY!

OH, YEAH?

ALREADY?

BIG DAY TODAY.

Narrator: ELLIOT BODNER RUNS THE TWO STANDS CALLED MARY MERVIS, FAMOUS FOR SANDWICHES, SHRIMP SALAD, AND ALL THE STUFF YOU LOVE ABOUT A GOOD DELI.

Bodner: I RUN A, NOT JUST A DELICATESSEN, I RUN WHAT I CALL A HISTORIC LANDMARK IN BALTIMORE CITY, DATING BACK TO 1913.

THIS IS LIKE A HISTORIC LANDMARK IN THE CITY.

1913, LEXINGTON MARKET WAS A TENT.

IT WAS AN OPEN AIR MARKET, AND MARY MERVIS BACK THEN WAS SELLING SALAD DRESSINGS AND MAYONNAISE.

AND I'M ONLY THE THIRD OWNER IN 93 YEARS.

WE BUY OUR OWN, WE PICKLE IT, AND WE COOK OUR OWN CORNED BEEF.

FRESHNESS MAKES A DIFFERENCE.

AND AGAIN, HAVING, TURNING OVER SO MUCH, WE COOKED, TODAY WE COOKED PROBABLY 400 POUNDS OF CORNED BEEF, AND IT'S A SATURDAY.

IT'S A SLOW DAY.

TODAY'S PROBABLY THE SLOWEST DAY OF THE WEEK FOR US.

Narrator: ALL THE MERCHANTS ARE TRYING TO ATTRACT YOUR ATTENTION, SO OVER AT HARBOR FISH, JOSHUA CHO IS DILIGENT ABOUT KEEPING HIS PRODUCTS COOL AND BEAUTIFUL.

Cho: BECAUSE FIRST OF ALL I'M CARING FOR FRESH PRODUCT, GOT TO BE FRESH.

NUMBER TWO, GOT TO BE FRESH.

NUMBER THREE, GOT TO BE FRESH.

THAT'S WHAT CUSTOMERS ARE EXPECTING TO GET, SOME FRESH FISH.

THIS IS A WILD ROCK, ONE COMING FROM BALTIMORE, IT'S FROM THE BAY, CHESAPEAKE BAY.

THESE ONES ARE VERY GOOD.

STILL PEOPLE LOVE ROCKFISH, THEY'RE HAVING THEM FILLETED, AND THEY STUFF WITH CRAB MEAT OR THEY BAKE IT, AND IT'S WONDERFUL FISH.

ISN'T THAT NICE?

Girl: IF MY UNCLE CAME HERE, I'D SAY, "UNCLE RON, CAN YOU TAKE ME "TO LEXINGTON MARKET SO I CAN GET SOME CRABS?"

CRAB IS MY FAVORITE.

SHRIMP IS MY SECOND BEST.

Cho: CRAB IS THE NUMBER ONE.

BLUE CRABS.

YOU KNOW, THAT'S MARYLAND'S BEST FAVORITE.

THAT'S IT.

MARYLAND CRABS.

THE MARYLAND BLUE CRAB.

THAT'S GOOD.

AND IF THEY REAL FEISTY, I LIKE 'EM.

I'M NOT STICKING MY HAND IN THERE.

I'M NOT STICKING MY HAND IN THERE.

Narrator: IF YOU'RE HUNGRY FOR CRAB BUT DON'T WANT TO COOK THEM YOURSELF, BEFORE YOU LEAVE LEXINGTON MARKET, YOU WILL WANT TO STOP FOR A GREAT CRAB CAKE AT FAIDLEY'S WHERE YOU CAN ALSO GET FRESH FISH AND SOME UNUSUAL GAME ANIMALS.

IT'S NOW OWNED BY BILL DEVINE AND HIS WIFE NANCY FAIDLEY DEVINE.

IT WAS STARTED IN 1886 BY HER GRANDFATHER AND A MAN BY THE NAME OF SMITH.

IT WAS SMITH AND FAIDLEY, SO THIS IS A CONTINUATION OF THE ORIGINAL FAMILY BUSINESS, WHICH BEGAN IN 1886.

Woman: IT WAS PRIMARILY ALL RETAIL SEAFOOD THOUGH, FISH, WHOLESALE AND RETAIL.

WE DIDN'T HAVE A COOKED FOOD OPERATION THEN.

WE BEGAN THAT IN '67.

Narrator: THE FAMOUS CRAB CAKES DIDN'T COME 'TIL LATER.

IT WAS 1987 WHEN I FIRST MADE THIS CRAB CAKE.

AND I MADE IT OUT OF ALL JUMBO LUMP, WHICH IS THE BEST PART OF THE CRAB.

THAT'S WHY IT'S SO EXPENSIVE.

BUT I MADE THIS AND I FOOLED AROUND WITH THE SEASONING AND SO ON, AND I MADE THIS CRAB CAKE, AND I MADE ONLY SIX AT THE FIRST TIME I MADE THEM.

BECAUSE I THOUGHT IT WAS GOING TO BE TOO EXPENSIVE AND WOULDN'T SELL IN AN OPERATION SUCH AS OURS WITH STAND-UP AND FAST FOOD KIND OF, AND I WAS WRONG.

THIS NOW OUTSELLS EVERYTHING ELSE I HAVE HERE THREE-TO-ONE.

I MAKE EVERY ONE OF THESE BY HAND INDIVIDUALLY.

EACH ONE IS BUILT WITH CARE.

THEY'RE DEEP FAT FRIED.

THEY'RE DROPPED DOWN FOR JUST A FEW SECONDS WHERE YOU GET THIS NICE BROWN, EVEN BROWN COATING.

AND THAT GIVES YOU THAT NICE CRUNCH AND LIGHT BROWN ON THE OUTSIDE AND THEN A REALLY MOIST TEXTURE ON THE INSIDE.

Genco: CERTAINLY PEOPLE WHO COME VISIT BALTIMORE, AND MAYBE THEY COME FOR THE INNER HARBOR, AND MAYBE THEY COME FOR THE ORIOLES OR THE RAVENS, BUT THEY SOMEHOW FIND THEIR WAY TO LEXINGTON MARKET.

Woman: IT'S AN OLD TRADITION.

IT'S LIKE A DAY OUT FOR YOUR FAMILY, YOU KNOW, YOU HAVE A CERTAIN AMOUNT YOU WANT TO SPEND, AND SO YOU COME IN HERE, AND YOU GET YOUR MONEY'S WORTH FOR WHATEVER YOU WANT TO SPEND.

SO IF YOU HAVE A LITTLE OR YOU HAVE A LOT, YOU CAN HAVE A GOOD DAY HERE.

I REMEMBER WHEN MY MOTHER USED TO BRING ME DOWN HERE.

Man: MY GRANDFATHER.

YEAH.

Woman: WELL, I JUST STARTED COMING HERE MAYBE ABOUT 3, 4 YEARS AGO.

Woman: I'VE BEEN COMING DOWN HERE SINCE I WAS A LITTLE GIRL WITH MY MOTHER.

IT WAS JUST SOMETHING I GUESS I'LL DO IT TO THE DAY I DIE.

SO, I LIKE LEXINGTON MARKET.

IN FACT, I LOVE LEXINGTON MARKET.

Man: SO WHAT DO YOU TAKE HOME AT THE END OF THE DAY?

CHICKEN.

CHICKEN.

Narrator: [ Laughs ] WELL, ONE OF THE BEST THINGS ABOUT MARKETS IS THEY OFTEN ARE VERY DIFFERENT IN DIFFERENT PARTS OF THE COUNTRY.

AND IF YOU'RE ANYWHERE NEAR ASHEVILLE, YOU MAY WANT TO STOP AT THE WNC FARMERS MARKET, THE WESTERN NORTH CAROLINA FARMERS MARKET.

Man: AND HERE'S SOME OF THE FARMERS.

I'M JUST GOING TO MENTION TO YOU.

HERE'S THE APPLES, APPLES STARTING TO COME IN.

Narrator: ONE FRIDAY IN AUGUST, MIKE FERGUSON GAVE US A TOUR.

Ferguson: TOMATOES, SWEET CORN OVER THERE.

THIS MARKET HERE, WE ARE A 36.7 ACRE FACILITY.

WE'RE BOTH WHOLESALE AND RETAIL.

THE MARKET'S BEEN HERE SINCE 1977, AND IT WAS, THE MARKET IS OWNED BY THE STATE OF NORTH CAROLINA.

AND I WORK FOR THE DEPARTMENT OF AGRICULTURE, AND MY JOB IS TO MANAGE THIS FACILITY.

IT'S DEVELOPED REALLY AS A DISTRIBUTION CENTER FOR FARMERS TO BRING THEIR PRODUCT IN HERE.

THAT'S THE REASON IT WAS BUILT.

AND A LOT OF THEM ARE USING IT NOW.

AND YOU KNOW, JUST SUPPLYING THE FOOD SERVICE INDUSTRY HERE IN WESTERN NORTH CAROLINA.

Narrator: MIKE IS ALSO GATHERING STUFF FOR TODAY'S SPECIAL EVENT.

Ferguson: THANK YOU.

WE APPRECIATE IT.

OKAY.

YOU GOT SOME NICE TOMATOES THERE.

WE'RE HAVING A TOMATO TASTING HERE AT THE MARKET.

WE'RE HAVING SOME NEW HEIRLOOM TOMATOES.

THEY DON'T HOLD UP THAT WELL IN A GROCERY STORE, BUT THEY'RE THE BEST TASTING TOMATO, AND THAT'S WHY WE'RE DOING THAT HERE TODAY.

Narrator: STEPHANIE WISE IS HELPING TO GET THINGS SET UP.

SHE'S THE MARKET'S MARKETING SPECIALIST.

Wise: WE'LL BE SLICING UP THE TOMATOES, PUTTING THEM IN SPECIFIC SPOTS THAT HAS A LITTLE SIGN TELLING WHAT IT IS THAT THEY'RE TASTING.

Narrator: THERE ARE NO SPECIAL TOMATO EXPERTS.

IT'S JUST THE PEOPLE WHO SHOW UP.

Wise: OUR CONSUMERS ARE OUR EXPERT PANEL OF JUDGES BECAUSE THEY'RE THE ONES THAT ARE GOING TO BE OUT THERE BUYING THE FRUITS AND VEGETABLES.

AND SO WE WANT TO KNOW WHAT THEY LIKE.

I THINK THIS SONOMA'S GOOD.

THIS IS MY FAVORITE.

THEY'RE SO VERY UNUSUAL.

SOME OF THEM I REALLY DON'T LIKE, AND... IT'S A CHEROKEE PURPLE.

THERE'S A COUPLE OF THEM HAS A LITTLE BIT DIFFERENT TASTE THAN THE TOMATO I'M USED TO.

HE'S NOT A TOMATO EATER.

I DON'T LIKE TOMATOES.

WELL, THERE ARE THREE THAT I REALLY LIKED, AND SOME THAT I DIDN'T THINK WERE TOO GOOD.

Man: WELL, I COME OVER HERE TO BUY SOME TOMATOES AND SOME POTATOES, AND I KNEW THIS WAS GOING TO BE HERE.

AND I JUST HAD TO SAMPLE THEM.

Man: I THOUGHT THE HEIRLOOMS HAD MORE OF A TOMATO-Y FLAVOR.

I THINK I'M GOING TO HAVE THE WHOLE THING MYSELF THIS TIME.

Man: I DON'T BLAME YOU.

I DON'T KNOW WHICH ONE IT IS, BUT IT'S GOOD.

I LIKE 'EM ALL PRETTY MUCH THE SAME.

Woman: CHEROKEE PURPLE.

I DON'T LIKE THAT.

IT'S TOO BLAND.

MY FAVORITE WAS THE MR.

STRIPEY.

Woman: THE BILTMORE.

Man: I LIKED THIS ONE RIGHT HERE.

ME, TOO.

THAT WAS MY FIRST CHOICE.

THE BILTMORE WAS THE BEST.

I PICKED UP SOME SNAP BEANS.

I WILL GET SOME OTHER VEGETABLES.

Ferguson: WHAT WE ACTUALLY HAVE IN OUR RETAIL AREA IS LOCAL FRUITS AND VEGETABLES, A LOT CANNED GOODS LIKE POPULAR THINGS LIKE SOURWOOD HONEY, MOLASSES.

AND WE ACTUALLY HAVE A LADY DOWN HERE THAT DOES HER OWN CANNING THAT SHE'S VERY POPULAR IN THIS AREA HERE.

Narrator: HE'S TALKING ABOUT BETTY ASCIONE FROM LEICESTER, NORTH CAROLINA.

Ascione: I'VE BEEN HERE 25 YEARS AT THE MARKET, AND MOST OF MY -- I DO A LOT OF CANNING.

WELL, I SELL MOST OF BEET PICKLES, JALAPEÑO RELISH AND CHOW-CHOW.

I WAS RAISED ON A MARKET.

MY MOTHER WAS ON A MARKET 40 YEARS.

Narrator: WANDERING AROUND THE RETAIL AREA, WE ALSO MET THE COATES FAMILY AT THEIR PRODUCE STAND.

Woman: WE'RE A FAMILY BUSINESS.

WE'VE BEEN HERE EVER SINCE 1977.

YEAH, SHE'D HAVE TO STAY NOW AND THEN WHEN WE GET YOU KNOW... IN A BIND.

WHEN I GET BORED AT HOME, THEY LET ME COME UP HERE AND VISIT WITH PEOPLE.

YEAH, SHE'S RETIRED AND SHE LIKES TO COME UP AND VISIT PEOPLE, SO THAT'S GOOD.

Narrator: THEIR PRODUCE IS FRESH AND OFTEN LOCAL.

THESE ARE GREASY BACK BEANS.

GREASY BEANS IS GROWN MOSTLY UP HERE IN THE MOUNTAINS.

YOU HAVE TO STRING 'EM.

THAT'S THE ONLY PLACE IT GROW RIGHT AROUND THE MOUNTAINS.

YOU HAVE TO STRING 'EM ON BOTH SIDES.

LIKE THIS.

BUT ONCE YOU STRING 'EM, YOUR WIFE'LL LOVE YOU.

AND THEN BREAK 'EM.

Narrator: [ Laughs ] WE GOT SO DISTRACTED, WE MISSED THE BIG ANNOUNCEMENT ABOUT THE TOMATO TASTING.

Ferguson: FOR THE PAST TWO YEARS, CHEROKEE PURPLE HAS WON.

IT COME IN SECOND PLACE THIS TIME.

BUT BILTMORE, THAT'S A NEW VARIETY THAT A LOT OF THE GROWERS ARE TRYING, AND THAT WON, SO THAT'S GOOD.

THAT'S ONE OF THE NICE RED COMMERCIALLY GROWN TOMATOES, AND IT'S GREAT TO SEE ONE OF THOSE WIN FIRST PLACE.

Woman: I WAS SURPRISED TO SEE THE HYBRID TOMATO COME IN FIRST BECAUSE TRADITIONALLY WE'VE HAD THE CHEROKEE PURPLE, THE GERMAN JOHNSON AND THE MR.

STRIPEY COME IN AS FIRST.

Ferguson: TO BE HONEST WITH YOU, I HADN'T TASTED THAT MANY BILTMORES, BUT WHEN THE PEOPLE TOOK IT OVER, THEY REALLY LIKED IT.

Narrator: WHAT PEOPLE LIKE AND WHAT PEOPLE EAT HAS A LOT TO DO WITH WHAT GETS SOLD IN A MARKET.

THERE'S AN UNUSUAL MARKET IN DECATUR, GEORGIA, JUST EAST OF ATLANTA.

IT'S NOT EXACTLY A FARMERS MARKET BUT IT'S CALLED "YOUR DEKALB FARMERS MARKET, A WORLD MARKET."

Man: THE FIRST TIME YOU WALK IN, YOU CAN'T GET IT ALL IN THE FIRST TIME.

EACH TIME YOU COME BACK YOU SEE A LITTLE BIT MORE.

Woman: IT IS DIFFERENT BECAUSE OF THE INTERNATIONAL FLAVOR.

AND THE WORKERS AND THE PEOPLE AROUND YOU ARE FROM DIFFERENT COUNTRIES, FROM DIFFERENT PLACES.

I'M JUST COMING FROM CHURCH, SO I SAY LET'S COME TO THE FARMERS MARKET, GET SOME FRESH FISH, SOME AVOCADO PEARS, SOME MANGOS, YOU KNOW, AND SOME APPLES.

Woman: I COME EVERY WEEK -- I DO ALL MY VEGETABLE SHOPPING FROM HERE.

Man: YOU KNOW, OUR CUSTOMERS ARE COMING FROM ALABAMA, NORTH CAROLINA, SOUTH CAROLINA, AND LONG LONG DISTANCES.

I LIVE NOT TOO FAR FROM HERE, STONE MOUNTAIN.

AND IT'S ONE OF THE BEST PLACES IN THE WHOLE CITY, YOU KNOW.

Man: 'CAUSE WE CAME FROM CUBA, AND THE CUBA IS AN AGRICULTURE COUNTRY, WE KNOW THE GOOD PRODUCE, AND WHEN WE KNOW GOOD PRODUCE, WE CAME OVER HERE AS A CUSTOMER.

Man: THIS IS LIKE BEING IN THE WORLD.

THAT'S WHY THEY CALL IT "A WORLD MARKET," BECAUSE IT REALLY REPRESENTS EVERYBODY, YOU KNOW.

IT'S NOT LIKE THIS THING WHERE IT'S JUST ONE ETHNIC GROUP THAT'S SHOPPING HERE, YOU KNOW.

IT'S LIKE REALLY, IT IS A BIG MIXTURE.

Narrator: THAT'S ROBERT BLAZER, WHO FOUNDED THIS PLACE ON A MUCH SMALLER SCALE AT FIRST, BACK IN THE LATE '70s.

HE'S THE ONE VENDOR FOR THIS WHOLE MARKET.

Blazer: I WORK CONSTANTLY TO TRY TO MAKE IT SO I CAN BRING MORE QUANTITY IN BY GIVING PEOPLE THE BEST STUFF AT THE LOWEST PRICE I COULD AFFORD TO SELL IT FOR.

THAT'S WHAT MADE THIS THING WHAT IT IS.

Man: EVERYTHING OF THE WORLD.

RIGHT FROM FRUIT, VEGETABLE OF THE WHOLE WORLD.

SEE, I'M FROM BANGLADESH.

MY VEGETABLE IS AVAILABLE HERE.

I THINK THAT THIS PLACE HAS MORE VARIETY AND, WELL, FRESHNESS.

Woman: YOU GET TO SEE CULTURES FROM ALL OVER JUST WALKING AROUND, YOU KNOW.

AND THEY SELL SO MUCH FRESHER STUFF.

AND IT'S JUST FUN.

Man: YOU CAN SEE ALL THE FLAGS OF ALL THE NATIONS OVER HERE.

AND THIS IS A KIND OF A -- YOU FEEL LIKE YOU ARE AT HOME WHEN YOU COME OVER HERE.

Woman: I REALLY LIKE THE FLAG BECAUSE YOU GET FOOD FROM ALL OVER THE WORLD, AND I'M FROM BHUTAN, A VERY SMALL COUNTRY IN THE HIMALAYAS, AND I'M REALLY SURPRISED THAT I SAW MY COUNTRY'S FLAG, TOO, SO THIS IS LIKE, IT'S A REALLY UNIQUE MARKET.

Man: STUFF AIN'T NEVER HEARD OF BEFORE, YOU KNOW.

SO IT'S LIKE A LEARNING EXPERIENCE, TOO.

Woman: THIS IS CALLED "OKRA," BUT IN MY LANGUAGE IT'S CALLED "BHINDI," AND YOU KNOW I'M TRYING TO BUY THIS BECAUSE IT'S REALLY DELICIOUS.

Blazer: THE CUSTOMERS HELP EACH OTHER.

THAT'S PROBABLY THE BEST PLACE TO GET INFORMATION, WHEN SOMEBODY'S BUYING SOMETHING, ASK THEM WHAT THEY'RE DOING WITH IT, AND HOW THEY'RE DOING IT.

EVERYBODY DOES THAT.

Woman: EVEN THE OTHER DAY WHEN WE WERE IN THE SQUASH DEPARTMENT, YOU KNOW, I WAS PICKING UP KABOCHA WHICH IS THE JAPANESE SQUASH, AND THEN ANOTHER PERSON WAS PICKING UP ANOTHER DIFFERENT KIND OF SQUASH, A SMALLER ONE, AND I SAID NOW, HOW DO YOU PREPARE THIS?

AND THEY TOLD ME, AND WE EXCHANGED IDEAS.

I CAME HERE WHEN I WAS LITTLE, AND I REMEMBER LOOKING AT THE SEAFOOD FOR HOURS.

I LOVED WATCHING THE FISH AND THE CRABS, AND I REMEMBER LOBSTER, I REMEMBER MY DAD ALWAYS BOUGHT FRESH LOBSTER HERE.

Blazer: EVERYTHING'S CHANGING ALL THE TIME.

WHETHER WE CAN GET THAT PRODUCT TOMORROW OR NOT, I DON'T KNOW.

IT'S KIND OF LIKE YOU'RE ALWAYS, YOU KNOW, KIND OF DEALING WITH WHAT YOU HAVE TO DEAL WITH ON A MOMENT-BY-MOMENT BASIS.

THAT'S WHAT KEEPS THE MARKET ALIVE.

Man: EXCELLENT BAKERY.

WE BUY OUR PUMPERNICKEL BAGELS, WE NEVER MISS THAT.

Woman: AND THERE'S A FAVORITE PLACE THAT WE LIKE TO EAT OUR MEALS.

AND ACTUALLY THIS BUFFET IS THE BEST LUNCH IN TOWN.

Narrator: UP ABOVE THE BUFFET AND SOME OF THE KITCHENS, THERE'S A BUSY UPSTAIRS WORLD THAT CUSTOMERS NEVER SEE.

Man: WELL, THIS IS WHAT WE CALL THE FOOD PRODUCTION AREA.

WE HAVE ONE AREA WHERE WE MAKE ALL THE SALADS FOR THE DELI AREA, COLD SALADS.

WE MAKE FRESH CAKES UP HERE EVERY DAY.

WE USE ALL ORGANIC CAKE FLOUR.

WE HAVE A PASTRY SHOP DOWNSTAIRS, SO ALL THE PASTRIES ARE MADE UPSTAIRS.

PASTA, BAGELS.

SO UPSTAIRS IS THE FOOD PRODUCTION AREA.

Narrator: THERE ARE A LOT OF PEOPLE WORKING HERE, MOST OF THEM IMMIGRANTS.

IN 2006, MOST OF THEM CAME FROM ETHIOPIA.

Woman: YOU KNOW, EVERYBODY, WHEN THEY COME FROM MY COUNTRY, THEY START HERE.

IT'S DIFFICULT THROUGH LANGUAGE, YOU KNOW.

Woman: EASY TO GET JOB HERE.

YOU KNOW, WE'RE NOT SPEAK ENGLISH WELL, AND THE OWNER, HE ACCEPT US TO WORKING HERE.

REALLY, HE IS NICE GUY.

Blazer: A LOT OF PEOPLE GET THEIR START HERE.

BECAUSE WE'RE WILLING TO WORK WITH PEOPLE AND GIVE THEM AN OPPORTUNITY TO LEARN ENGLISH WHILE THEY'RE WORKING ON THE JOB.

WE'RE VERY LENIENT WHEN IT COMES TO, YOU KNOW, NEW PEOPLE COMING TO THE MARKET TO WORK.

AND WE HAVE, WE'VE HAD A LOT OF PEOPLE GET STARTED HERE IN ATLANTA, A LOT OF PEOPLE HAVE COME THROUGH HERE AND GOT STARTED.

MOST OF THE PEOPLE THAT WORK HERE ARE FROM OTHER PART OF THE WORLD, SO IT'S VERY FRIENDLY WHEN YOU COME HERE.

THEY GREET YOU.

THEY TALK TO YOU, AND IT REMINDS ME DEFINITELY ABOUT MY OWN CULTURE.

YEAH, THE NAME BADGE WILL SHOW YOU WHAT SPEAK.E WE C I SPEAK HINDI, BANGLA, AND ENGLISH, SO CUSTOMER CAN SEE ON MY CARD.

OFFICIAL LANGUAGE OF THE MARKET IS ENGLISH ONLY.

WE'RE TRYING TO PROMOTE PEOPLE COOKING AT HOME, BRINGING THE FOOD HOME, HAVING A FAMILY SITUATION AT HOME, EATING AT HOME.

Man: IS SHE A GOOD COOK?

OH, YES.

I TAUGHT HER.

Man: MOST PEOPLE THINK IT'S LIKE A BIG CORPORATION OR THEY HAVE THESE MARKETS ALL OVER THE COUNTRY.

THEY'RE SURPRISED THAT IT'S A FAMILY OWNED BUSINESS.

YOU KNOW ROBERT BLAZER, HIS WIFE BARBARA, AND HIS SON DANIEL.

IT'S JUST A BIG FAMILY OWNED BUSINESS.

Blazer: THE MAIN SATISFACTION I GET IS GIVING THEM GOOD VALUE FOR THE PRODUCT, AND THEN KNOWING THAT I'M WORKING WITH PEOPLE PROPERLY.

Woman: THE WORLD IS HERE.

IT IS A FARMERS MARKET... FOR THE WORLD.

Blazer: JUST DOING SOMETHING WORTHWHILE FOR PEOPLE WAS WHAT I REALLY, REALLY WANTED TO DO.

AND THAT'S WHAT THIS IS ALL ABOUT, DOING SOMETHING WORTHWHILE FOR PEOPLE -- AND NOT THROWING THINGS ON THE FLOOR.

Narrator: [ Chuckle ] EVEN WHEN FRUITS AND VEGETABLES ARE UNFAMILIAR, YOU CAN BE SURE THAT SOMEWHERE THERE'S A FARMER WHO'S GROWING THOSE THINGS.

AND SOME FARMERS ARE AMAZINGLY CLOSE TO BIG URBAN AREAS.

Man: IT IS AMAZING TO THINK THAT WE ARE 50 MILES NORTH OF DOWNTOWN L.A., 30 MILES SOUTH OF SANTA BARBARA.

THIS IS CONSIDERED THE GOLD COAST OF CALIFORNIA, AND THAT'S 101 FREEWAY BEHIND US.

Narrator: THE McGRATH FAMILY HAS BEEN FARMING CALIFORNIA AROUND HERE FOR AT LEAST FOUR GENERATIONS.

NOW USING ORGANIC TECHNIQUES, PHIL McGRATH GROWS THINGS HERE TO SELL TO CERTAIN RESTAURANTS, TO SPECIAL CLIENTS AND TO ANYBODY WHO COMES TO NEARBY FARMERS MARKETS.

HE PROFITS FROM THIS PART OF THE OLD FAMILY FARM.

McGrath: IT'S ONLY 30 ACRES.

BUT I'VE PRETTY MUCH PROVEN THAT ON 30 ACRES, YOU CAN PAY THE RENT, YOU CAN PAY THE LABOR, YOU CAN PAY THE WATER, YOU CAN PAY THE OVERHEAD, AND YOU CAN MAKE IT WORK.

THE DIRECT-MARKETING SYSTEM STARTED IN 1978 IN CALIFORNIA, WHICH BASICALLY GAVE FARMERS THE RIGHT TO GET AROUND STANDARDIZATION.

WE SET UP THESE FARMER MARKETS IN DIFFERENT MUNICIPALITIES, AND YOU KNOW, 15, 20, 30 FARMERS WILL SHOW UP ONE DAY OF THE WEEK, AND PEOPLE COME, AND IT'S GREAT.

IT'S DIRECT SALES, THERE'S NO MIDDLE MAN, AND THAT'S THE SAVING GRACE HERE.

WE'RE GETTING THE FULL DOLLAR, THE FULL VALUE OF WHAT WE'RE GROWING HERE.

THIS IS WHAT'S MAKING IT MORE COST EFFECTIVE FOR ME, AND THE RENT IS VERY HIGH HERE.

AND IF I CAN DO THIS ON A SMALL SCALE AND PAY THOSE TYPES OF RENTS, I FEEL LIKE, I DON'T KNOW, I THINK MY DAD WOULD LIKE IT.

Narrator: ON TUESDAYS, THERE'S ALWAYS PICKING AND STACKING, GETTING THINGS READY FOR THE WEDNESDAY MARKET IN SANTA MONICA.

YEAH, THIS IS EXACTLY WHAT WE'LL SEE TOMORROW.

THE CHEFS LOVE BEETS.

I GROW A LOT OF DIFFERENT THINGS AND YOU HAVE TO DO THAT IF YOU'RE GOING TO BE AN ORGANIC FARMER.

IT'S ALL ABOUT ROTATION AND DIVERSITY.

AND I HAVE TO GO TO A MARKET THAT ALLOWS ME TO BRING MY FLOWERS, BRING MY VEGETABLES, BRING MY STRAWBERRIES, BECAUSE THAT'S PART OF THE SUSTAINABLE FARMING PRACTICES WE HAVE HERE.

Narrator: OH, LOTS OF SUSTAINABLE FARMERS COME TO SELL THEIR WARES IN SANTA MONICA ON WEDNESDAY MORNINGS.

THIS MARKET BEGAN IN 1981, AND SINCE '82, LAURA AVERY HAS BEEN ITS MANAGER.

Avery: WE START HERE, WE CLOSE OFF THE STREET AT 7:00 A.M., AND THEN AT 8:30, WE BLOW A HORN AND THE MARKET STARTS.

WATCH YOUR EARS!

HORN!

[ HORN BLOWS ] Avery: WE'RE IN SANTA MONICA AT THE THIRD STREET PROMENADE AND ARIZONA AVENUE, SO WE'RE BASICALLY IN THE HEART OF DOWNTOWN SANTA MONICA.

WE'RE LIKE TWO BLOCKS FROM THE BEACH.

Woman: PEOPLE LOOK FORWARD TO BUY FLOWERS AND TO BUY PRODUCE, FRESH PRODUCE TO COOK FOR THE FAMILIES.

HEY, THIS IS THE ULTIMATE.

I MEAN, LOOK!

IT'S FRESH.

IT GLOWS!

GO TO A SUPERMARKET AND YOU GOT TO KEEP SPRAYING IT IN ORDER FOR IT TO LOOK GOOD.

THEY'RE ALL JUST IMITATING WHAT HAPPENS HERE ANYWAY.

I MEAN, THIS IS THE CUTTING EDGE.

THIS IS WHERE THE FOOD WORLD BEGINS.

Woman: AND IT'S VERY GOOD FOR YOUR BODY.

YOU KNOW, IF YOU EAT MY BERRY, YOU GET YOUNGER, YOU GET SMARTER.

[ Laughs ] I'M SERIOUS!

Boy: IT'S LIKE EVERYBODY'S HAVING A NICE DAY AND EATING GOOD FOODS.

AND THAT'S WHAT'S GOING TO MAKE US ALL HEALTHY.

I KIND OF JUST PLAY IT BY EAR.

I DON'T REALLY HAVE A LIST.

IT'S ALL IN MY HEAD AND IN MY INTUITIVENESS, WHAT I FEEL, WHAT I'M GOING TO NEED.

LIKE TO TRY?

Narrator: THE McGRATH FAMILY FARMS HAVE THEIR STAND AT ONE BUSY CORNER, BUT OUR FARMER FRIEND DOESN'T SHOW UP.

Woman: PHIL IS NOT HERE.

HE IS WORKING ON HIS TRACTOR.

OR HE MIGHT BE AT THE OFFICE.

Narrator: HE SENT HIS SISTER ROZ WHO ALSO KNOWS THE MARKET.

Roz: IT'S SUCH A TRADITIONAL THING THAT PEOPLE COME AND BUY THEIR FOOD FOR THE DAY FROM PEOPLE THAT BRING IT IN FROM THE OUTLYING FARM AREAS.

SO I CONSIDER THIS KIND OF A TRADITION FOR ALL OF HUMAN KIND.

WE'RE CARRYING ON A FOOD-TO-MOUTH TRADITION.

THERE'S A CERTAIN ENERGY IN THE FARMERS MARKET.

I DON'T KNOW, IT'S, IT CONNECTS YOU REALLY TO YOUR ROOTS, OR I DON'T KNOW WHAT IT IS, BUT THERE'S A SPECIAL JOIE DE VIVRE.

Woman: THEY PICKED THEM THIS MORNING.

EVERYTHING IS SO FRESH, IT'S SO BEAUTIFUL.

AND IT TASTES SO GOOD.

EVERYTHING TASTES SO GOOD.

A DATE BALL.

IT'S LIKE A SUGAR BALL.

WOULD YOU LIKE TO TRY ONE?

OH, YOU KNOW YOUR DATES?

OKAY.

YOU HAVE SOMETHING THAT'S PRETTY DRY?

YEAH, THE DEGLET NOORS.

DEGLETS.

GOOD.

THAT'S JUST WHAT I WANT.

I HAVE A DATE FOR EVERYBODY -- A DRY ONE, A JUICY ONE.

Roz: I THINK PEOPLE LIKE TO LOOK AT DIFFERENT TYPES OF FOOD.

THEY LIKE TO TOUCH IT.

THEY LIKE TO FEEL IT.

THEY LIKE TO TALK ABOUT IT.

THEY LIKE L TASTE IT.

Man: IT'S JUST DIFFERENT ENERGY WHEN YOU'RE OUT HERE, AND IT'S LIKE THE TENTS, AND IT'S MORE LIKE, IT'S THE CLOSEST THING TO HAVING YOUR OWN GARDEN.

Man: I MEAN, HANG AROUND LONG ENOUGH, YOU'LL SEE ALL THE SUPERSTAR CHEFS IN L.A.

COME BY AND PICK UP THEIR ORDERS.

HER RESTAURANT, YOU'RE AT JOSEY, AND EVERY WEDNESDAY, SHE HAS A FARMERS MARKET DINNER WHICH IS INSPIRED BY THE MARKET.

YOU CAN GO THERE.

IT'S A THREE-COURSE, PRICE, FIXED PRICE.

WE SEE MANY, MANY CHEF ON WEDNESDAY MORNING.

YEAH, AND THEY COME PERSONALLY SO IT MEANS THEY MUST LIKE THE EXPERIENCE TOO.

COOKING STRAIGHT FROM THE MARKET TO THE TABLE IS, IS, MAKES THE BIGGEST DIFFERENCE IN THE WORLD.

IT'S THE DIFFERENCE BETWEEN, YOU KNOW, AN OKAY DINNER AND A FANTASTIC DINNER.

AND AS A CHEF, YOU DON'T REALLY HAVE TO MANIPULATE GREAT PRODUCE THAT MUCH.

IT JUST KIND OF SPEAKS FOR ITSELF.

SO IT MAKES IT, IN THE LONG RUN, IT MAKES IT EASIER ON ME.

LET'S FACE IT.

Woman: I LIKE BABY ARTICHOKES AND I LIKE TO FIX THEM WITH PASTA.

I USUALLY SAUTE THEM WITH OLIVE OIL AND GARLIC, ADD A LITTLE BIT OF PARMESAN CHEESE AND WITH PASTA, IT'S JUST AWESOME.

Man: WELL, THIS MARKET IS LIKE THE BEST MARKET ON EARTH.

I MEAN YOU CAN'T FIND A BETTER MARKET THAN THE SANTA MONICA FARMERS MARKET.

I DON'T CARE, YOU CAN GO TO PARIS, YOU GO TO UNION SQUARE IN NEW YORK, IT DOESN'T MATTER.

THIS IS THE REAL MARKET.

THIS IS WHERE EVERYBODY COMES TO FIND WHATS HAPPENING IN FARMERS MARKETS Avery: WE SELL 'TIL 1:30.

AND THEN WE HAVE AN HOUR AND A HALF TO GET EVERYBODY PACKED UP, AND GET THE STREETS CLEANED UP, AND THEN AT 3:00 IN THE AFTERNOON ON A WEDNESDAY, YOU'D NEVER KNOW THERE WAS A MARKET HERE.

Man: IT'S THE BEST OF CALIFORNIA.

THE BEST MARKET IN CALIFORNIA.

I'VE BEEN AROUND FOR QUITE A WHILE AROUND THE MARKETS, AND THIS IS IT.

YOU START GETTING INTO MARKETING, AND YOU START DEALING WITH THE PEOPLE THAT YOU ARE SELLING YOUR FOOD TO, IT'S GREAT.

THE APPRECIATION LEVEL'S JUST UNBELIEVABLE.

THEY LOVE WHAT WE'RE DOING HERE.

Narrator: THAT HIGH LEVEL OF APPRECIATION MAY HAVE SOMETHING TO DO WITH PRODUCTS THAT HELP DEFINE A PLACE AND OFFER SPECIAL LOCAL FLAVOR.

ON THE BIG ISLAND OF HAWAII, PAM LEE GROWS A WIDE VARIETY OF UNUSUAL FRUITS ON A SMALL FARM AND HERE IN HER BACKYARD.

Lee: MY FAMILY IS A FARMER IN CHINA.

AND WHEN I GREW UP, MY PARENTS ARE FARMER.

I'VE BEEN HERE LIKE 20 YEARS.

I SELL MOSTLY TO THE FARMERS MARKET AT HILO.

Narrator: THE BIG DAYS AT THE HILO MARKET ARE WEDNESDAYS AND SATURDAYS, SO TUESDAYS AND FRIDAYS, PAM IS ALWAYS BUSY PICKING AND PREPPING HER FRUITS.

Lee: THIS FRUIT IS CALLED ABIU.

INSIDE IS WHITE COLOR, KIND OF CREAMY.

IT IS REALLY SWEET, SO EITHER YOU CUT IT LIKE IN HALF WITH A SPOON, OR YOU CAN SLICE IT LIKE A WATERMELON.

IT'S DELICIOUS.

A WHITE PINEAPPLE IS A SPECIAL PINEAPPLE.

OKAY?

INSIDE IT'S WHITE, AND IT DOESN'T HAVE A FIBER ON THE INSIDE.

YOU CAN EAT IN THE MIDDLE OF THE CORE.

IT'S REALLY SWEET AND ONLY COMES ONCE A YEAR BY SUMMERTIME.

THIS IS TWO DIFFERENT KINDS OF VARIETY OF RAMBUTAN, THEY CALL THEM WINTER LYCHEE.

MY BROTHER CHOPPING THE COCONUTS, PEELING OFF THE COCONUT SHELL, PREPARING FOR THE MARKET TOMORROW MORNING.

Narrator: COCONUTS ARE POPULAR AT THE MARKET IN HILO, AND ANOTHER COCONUT VENDOR, A YOUNG COLLEGE STUDENT NAMED KAPILA, OFTEN GOES IN SEARCH OF COCONUTS THERE ON THE BIG ISLAND.

Kapila: I GO TO ANY WILD SPOT, ANYWHERE WHERE I HAVE THE RIGHT TO PICK THE COCONUTS AND NO ONE'S GOING TO BOTHER ME.

ENTERING THE TREE AT THE BASE WHEN IT'S ALL COVERED IN STUFF IS DIFFICULT AT TIMES.

SO I'VE BEEN CLIMBING TREES FOR ABOUT FIVE YEARS.

BETWEEN 6 AND 15 TREES A WEEK, CLIMB ABOUT EVERY OTHER DAY.

IF IT'S GOT A GOOD TEXTURE TO THE TRUNK, I CAN CLIMB A HUNDRED FEET IN THE AIR AND IT WON'T MATTER.

WHAT'S REGULARLY DIFFICULT IS ENTERING THE CROWN WHEN THE CROWN IS FULL OF DEAD MATERIAL, AND I NEED TO PAUSE FOR A MOMENT AND CLEAN MY PATHWAY UP INTO THE CROWN.

I DO FIND A LOT OF SATISFACTION IN CLIMBING THE TREES, YEAH.

THERE'S A GREAT VIEW.

THAT'S MY OFFICE.

AND SO IT'S REALLY GOT TO HAVE THREE GOOD RACKS IN IT OR 30 GOOD COCONUTS IN IT THATIT THE CRITERIA OF HAVING NICE SOFT MEAT AND REALLY SWEET WATER.

I LIKE TO LOWER THEM WHOLE, SO THEY GET TIED UP AND LOWERED DOWN.

IT MAKES IT MUCH EASIER FOR TRANSPORTING BETWEEN THE COCONUT TREE AND THE MARKET.

YOU KNOW, I LIFT IT UP, THROW IT IN THE TRUCK, DRIVE THE TRUCK DOWN, THEY'RE STILL ON THE RACKS.

THEY DON'T FLY ALL OVER THE PLACE.

READY FOR ANOTHER ONE, DARRELL?

OKAY.

I DO ACTUALLY ENJOY THIS MORE THAN THE MARKET, AND THE MARKET'S OKAY.

IT TAKES A DIFFERENT SORT OF SKILL SET, MOOD.

I LIKE IT.

BUT I LIKE THIS MORE.

Narrator: WELL, IF YOU'RE IN HILO EARLY ON SATURDAY MORNING, YOU'VE GOT TO CHECK OUT THE FARMERS MARKET.

Keith: FROM DAWN TILL IT'S GONE, 6:00 A.M.

TO 4:00 P.M.

Woman: IT'S A GOOD PLACE.

AND LOTS OF PEOPLE TO COME AND BUY.

THEY COME FROM THE MAINLAND.

FROM JAPAN.

Man: I LIVE HERE IN HILO, AND I'M JUST GETTING ALL MY GROCERIES AND FLOWERS AND THINGS THAT I NEED.

Girls: I LOVE IT.

THIS, IT'S LIKE SOMETHING OUT OF A MOVIE, YOU KNOW HOW YOU SEE THESE CUTE LITTLE STALLS?

I WOULD SAY IT'S KIND OF LIKE A FESTIVAL.

I MEAN, EVERYBODY LIKES FESTIVALS OF ALL SORTS, WHETHER IT'S MUSIC, FOOD... Woman: SELLING ORCHIDS!

I'M AN ORCHID GROWER, AND SO I'M HERE MARKETING ORCHIDS.

Woman: WE GROW THIS ONE.

THIS IS BABY MUSTARD.

VERY DELICIOUS.

TASTY IN SALADS.

THIS IS FROM THAILAND.

Woman: COMING FROM THE MAINLAND, ALMOST EVERYTHING HERE WAS NEW TO ME WHEN WE FIRST CAME.

SPAM, HOT DOG, SHRIMP, AND KOREAN CHICKEN.

WE HAVE YELLOWFIN TUNA.

WE ALSO GET A -- RIGHT NOW WE HAVE A SMALL TUNA.

THEY GET REAL LARGE -- THEY GET OVER 200 POUNDS.

Man: I SELL POI.

MY FRIEND MAKES THE POI.

HE LIVES IN WAIPIO VALLEY.

MADE FROM THE TARO ROOT.

YOU HAVE TO EXPLAIN TO SELL.

AND THE POI SELLS ITSELF ONCE THEY TRY IT.

MY SISTER ASKED ME FOR SOME OBAKE, WHICH IS THE GHOST ANTHURIUMS, THE ONES THAT HAVE THE MIX OF THE GREEN IN WITH THE RED.

THE REASON WE HAVE UN-KONA AND KONA SAMPLES IS SO PEOPLE CAN TRY THE DIFFERENT SIDE OF THE ISLAND'S COFFEE.

ONE OF MY BEST SELLERS HAS GOT TO BE THIS ONCIDIUM HERE.

IT'S THE SHARRY BABY, AND IT SMELLS LIKE CHOCOLATE.

I MAKE ALL OF THESE.

LOTS OF JAMS AND JELLIES, ALL WITH, WELL, PRETTY MUCH ALL WITH LOCAL FLAVORS.

I MAKE A SPICY ONE CALLED LILIKOI LAVA.

IT'S LIKE GOT A LITTLE KICK OF HABANERO IN IT.

IT'S REALLY TASTY.

Woman: I COME TO PAM ALL THE TIME, EVERY WEEK, TO GET MY FRUITS, BECAUSE SHE HAS THE BEST FRUITS.

Lee: PEOPLE ALWAYS LIKE TO ASK ANY KIND OF QUESTIONS ABOUT A FRUIT, HOW TO EAT IT AND HOW TO GROW IT.

I REALLY LIKE THE MARKET.

Kapila: I REALLY DO APPRECIATE THE MARKET A LOT.

I CAN MAKE A GOOD AMOUNT OF MONEY WITHIN A SHORT AMOUNT OF TIME, AND I CAN STILL HAVE TIME LEFT OVER FOR MY ACADEMICS, AND FOR HANGING OUT ON THE BEACH.

IT'S VERY GOOD, YEAH.

IT'S FUN.

IT'S FUN, YEAH.

Narrator: KEITH DE LA CRUZ OWNS AND MANAGES THIS MARKET AND REALLY LOVES THE CROWDS.

De la Cruz: MOST HUMAN BEINGS, I BELIEVE, ARE SOCIAL ANIMALS.

SO BEING AT THE MARKET, YOU KNOW, YOU RUN INTO ALL KINDS OF PELE, DIFFERENT PERSONALITIES, FROM DIFFERENT WALKS OF LIFE, DIFFERENT NATIONALITIES.

THIS ONE I STEAMED THIS MORNING.

I WRAP AND STEAM.

COCONUT.

IT'S LIKE COCONUT... AND STICKY RICE.

AND IT'S REALLY GOOD.

Woman: THIS IS A RECIPE FROM THAILAND.

De la Cruz: JUST BEING AROUND ALL THAT, IT KEEPS THINGS REAL EXCITING AND INTERESTING AND NEW.

Man: IT'S A SPECIAL PLACE, YES.

THE HILO FARMERS MARKET IS THE PLAES TO BE.

Lee: WELL, MAYBE BECAUSE OF THE VENDORS.

THEY HAVE THE GOOD PERSONALITY.

Narrator: AT ANY MARKET, IT'S A COMBINATION OF FACTORS -- THE SHOPPERS, THE SEASON, THE LOCATION, AS WELL AS THE VENDORS WITH THE GOOD PERSONALITIES.

Man: GET A DOLLAR HERE, GET A DOLLAR.

HEY, GET A DOLLAR, GET A DOLLAR.

$1.75, $1.75, TWO DOLLAR BILL.

$2.25, I'M TRYING FOR A THREE DOLLAR BILL.

Narrator: HERE AT THE WEST SIDE MARKET, PRODUCE VENDOR DAVID GENTILLE SOMETIMES STILL CALLS AN IMPROMPTU AUCTION, EVEN THOUGH THE FOLKS FROM CITY GOVERNMENT WHO RUN THE MARKET DISCOURAGE SUCH BEHAVIOR.

THANK YOU.

HAVE A GOOD DAY.

Gentille: TWICE A WEEK THEY'RE HERE, YOU KNOW, "HEY, DAVID, SLOW DOWN.

HEY, DAVID, SLOW DOWN," 'CAUSE I GET PUMPED UP AND I YOU KNOW I HAVE A TENDENCY OF THROWING AN AUCTION OR DOING SOMETHING LIKE THAT AND CATCHING EVERYBODY'S ATTENTION, AND THEY DON'T LIKE THAT.

Narrator: THE PRODUCE PEOPLE HERE SET UP ALONG BOTH SIDES OF TWO LONG AISLES THAT ARE UNDER A SEPARATE ARCADE STRUCTURE JUST OUTSIDE THE MAIN BUILDING.

Woman: THE PRODUCE IS OUTSIDE, AND THE MEAT AND, YOU KNOW, CHEESE, ANYTHING ELSE, IS ON THE INSIDES.

WE COME EVERY WEEKEND TO THE MARKET TO GET FRESH FRUIT AND VEGETABLES.

WE USUALLY BRING OUR KIDS WITH US 'CAUSE IT'S KIND OF AN OUTING.

Man: YOU SEE, I JUST LIKE IT.

I REALLY LIKE IT.

JUST, I JUST LOVE IT.

PEOPLE COME HERE FOR LIKE CERTAIN SPECIAL THING AND THEN THEY BUY EVERYTHING ELSE.

Man: TALKING WITH THE PEOPLE AND TALKING WITH THE VENDORS AND BEING AROUND DIFFERENT TYPES OF PEOPLE, YOU KNOW, THAT'S, THAT'S MY THING, I LIKE THAT.

Narrator: LOTS OF PEOPLE LIKE IT.

AND THE CITY OF CLEVELAND WAS JUST SMART ENOUGH, OR LUCKY ENOUGH, TO KEEP THIS GRAND STRUCTURE.

THE WEST SIDE MARKET HAS ROOM INSIDE FOR MORE THAN 100 VENDORS.

Woman: A LOT OF PEOPLE THINK THIS WAS AN OLD TRAIN STATION, BUT IT'S ALWAYS BEEN A MARKET.

Man: I KNOW IT WAS BUILT IN 1910.S IT'S ALWAYS BEEN A FOUR-DAY OPERATION.

WE'RE OPEN MONDAY, WEDNESDAY, FRIDAY AND SATURDAY.

AND EVERY ONCE IN A WHILE, YOU'LL JUST STOP AND LOOK UP AND SEE THIS BIG HALLOWED HALL AND WONDER WHAT'S GONE ON THERE FOR THE PAST CENTURY.

Woman: BUT I THINK MY FAVORITE SPOT'S ON THE BALCONY BECAUSE YOU CAN LOOK OVER THE WHOLE MARKET AND SEE EVERYTHING FROM THERE.

Woman: IT'S SORT OF LIKE HOME BECAUSE IT'S BEEN HERE FOR FOREVER.

I CAN REMEMBER MY GRANDFATHER USED TO DRAG US DOWN HERE WHEN WE WERE LITTLE.

AND WE'D GO THROUGH, AND IT PRETTY MUCH LOOKS THE SAME.

Woman: THE FIRST TIME I BOUGHT IN THE MARKET, I THINK WHOA!

I SHOULD HAVE ONE STAND BECAUSE I LOVE TO COOK, AND I SAID, WELL, IF I HAVE OVER HERE, I'M GOING TO MAKE CAMBODIA FOOD.

Woman: EVERY RACE, ETHNICITY, IS ALWAYS REPRESENTED DOWN HERE.

YOU SEE JUST ABOUT EVERYBODY AND EVERYTHING.

AND I THINK IT'S GREAT FOR THE KIDS TO SEE THAT, AND WE CRAVE THAT SOMETIMES, THAT WE JUST WANT TO BE AROUND PEOPLE.

I LOVE IT OVER HERE TO TALK TO THE PEOPLE, AND ALL DIFFERENT PEOPLE COME.

Gentille: DIFFERENT PEOPLE -- YOU CAN WALK DOWN THE AISLE, YOU HEAR HUNGARIAN, YOU HEAR ITALIAN, YOU HEAR MEXICAN, YOU HEAR PUERTO RICAN.

Man: WE HAVE ASIANS, MIDDLE EASTERN, AMERICANS, CHINESE, WE HAVE GERMANS, EVERYWHERE.

WE HAVE THE GARLIC SLOVENIAN, THE MILD AND HOT HUNGARIANS, AND MILD AND HOT ITALIANS.

WE HAVE APPLE,HERRY, BLUEBERRY, BLUEBERRY-PEACH, PEACH, RHUBARB, STRAWBERRY RHUBARB, CHERRY RHUBARB.

PAD THAI, I HAVE STUFFED CHICKEN WING, I HAVE CAMBODIA EGG ROLL.

Woman: WE SELL ALL DAIRY PRODUCTS, SALADS, FRESH YOGURTS, BUTTER.

Woman: FRESH KIELBASI, ITALIAN SAUSAGE, MY HUSBAND MAKES HIS OWN BRATWURST, HOT DOGS, ALL-BEEF KOSHER DOGS, GOOSE LIVER.

OUR CHOCOLATE-DIPPED JALAPEÑOS ARE PROBABLY THE MOST POPULAR THING THAT WE HAVE IN OUR CASE.

YOU WANT TO WASH IT.

Man: WE MAKE EVERYTHING -- YEAH, IF WE DON'T MAKE IT, WE DON'T SELL IT.

Woman: AND THEY FEED YOU.

[ LAUGHS ] Man: SAMPLERS.

ALL THE TIME.

THEY GIVE YOU REALLY GOOD SAMPLES.

Woman: THIS IS OUR SMOKED KIELBASI.

IT'S PORK AND BEEF.

IT'S REALLY GOOD.

IT'S A PLAIN NEW-YORK-STYLE CHEESECAKE.

Woman: YOU GIVE YOUR OPINION, YOU LET 'EM TASTE IT.

YOU DON'T GET THAT AT A SUPERMARKET, YOU KNOW.

YOU OPEN UP A PACKAGE IN THE SUPERMARKET, THE POLICE COME.

Narrator: THE WEST SIDE MARKET IS A REFLECTION OF THE PEOPLE WHO'VE COME TO LIVE AND TO MARKET TO MARKET IN CLEVELAND.

AND WITH ALL THE BUTCHER STALLS HERE, OF COURSE, WE WONDERED ABOUT THE POSSIBILITY OF A FAT PIG.

Woman: OH, I'M SURE, YOU COULD FIND, YEAH, YOU'LL BE ABLE TO FIND A PIG HERE.

WELL, I SAW AS MAN WALKING WITH A PIG OVER HIS SHOULDER.

I WONDERED WHAT IT WAS AND I SAW THESE LITTLE PINK FEET STICKING OUT, AND IT WAS A PIG OVER HIS SHOULDER IN A PLASTIC BAG.

Woman: A LOT OF TIMES, AND ESPECIALLY OUR YOUNG SHOPPERS, LITTLE CHILDREN, THEY WANT TO SEE THE PIG.

THEY'VE NEVER SEEN THE HEAD.

I SOMETIMES RAISE IT UP.

I SHOW THEM THE PIG.

THEY GET REALLY EXCITED.

Narrator: IT WASN'T REALLY OUR GOAL.

WE DIDN'T BUY IT, BUT IT WAS AVAILABLE AT THIS MARKET.

Man: WELL, THIS IS A LANDMARK HERE.

THIS IS ONE OF THE BETTER ONES IN THE COUNTRY.

Woman: ANYTHING YOU WANT, YOU CAN GET HERE, SERIOUSLY.

Narrator: SERIOUSLY OR NOT, IT DOESN'T MATTER IF IT'S IN A FANCY BUILDING OR UNDER A MAKESHIFT TENT.

ONE MARKET CAN BE VERY DIFFERENT FROM ANOTHER, BUT ALL OF THESE PLACES SEEM TO OFFER DELICIOUS OPPORTUNITIES AS WELL AS FRESH FOOD.

Woman: YOU MEET A LOT OF PEOPLE.

YOU MEET A LOT OF NICE PEOPLE.

Woman: DIFFERENT PEOPLE FROM DIFFERENT COUNTRY, FROM DIFFERENT KIND OF THE WORLD.

I THINK THAT THE MARKET BRINGS FAMILIES TOGETHER.

IT ENRICHES THE ENTIRE COMMUNITY.

IT'S JUST SORT OF LIKE PEOPLE CING EXACTLY WHAT THEY WANT TO DO.

THIS IS AN IDEAL PLACE.

I LOVE IT.

Woman: WE ALL EAT FOOD, AND WE ALL ENJOY THE FRUITS OF THIS EARTH, AND YET THE ONE THING THAT WE CAN'T SEEM TO GET ALONG IS GET ALONG WITH EACH OTHER.

Woman: WITHOUT THE PEOPLE, WE ARE DEAD, WE ARE, THERE IS NO LIFE.

Romero: THEY START OFF AS BEING A CUSTOMER, THEY END UP BEING A FRIEND.

THAT'S THE NATURAL PROGRESSION OF MARKETS, SO IT MAKES IT BETTER FOR EVERYBODY.

THAT'S ENOUGH.

"TO MARKET TO MARKET TO BUY A FAT PIG" IS AVAILABLE ON DVD.

TO ORDER, CALL PBS HOME VIDEO AT 1-800-PLAY-PBS.

HE'S FROM PITTSBURGH.

THEY DON'T KNOW.

Man: WE'VE GOT PEAS AND BASIL TODAY, AND... Man: I HAVE BASIL UP THE KAZOO, GROWING.

Man: THAT'S A NICE PLACE TO STORE IT.

Woman: AND I PUT THE CRACKERS IN, A SPOON AND NAPKINS, AND HE SAID, "WELL, AREN'T YOU GOING TO CRUMBLE THEM FOR ME?"

Man: THIS IS MY WIFE.

THIS ONE HERE, I JUST PICKED HER UP, SO.

WE'RE ONLY HERE TO GET ON TV.

EXACTLY.

Man: HE'S A REALLY GOOD FARMER.

I REALLY ADMIRE HIM.

HE'S GOT A LOT OF TEETH AND A GREAT BIG HEAD.

AND I KNOW YOU GUYS CAN'T USE THIS BUT IT'S THE TRUTH.

Woman: I SAID, "I THINK YOU CAN DO THAT ON YOUR OWN."

I THOUGHT HE WAS JUST JOKING.

HE WAS DEAD SERIOUS.

LIKE I SAY, SOMETIMES THE WOMEN ARE WORSE THAN THE MEN.

YOU KNOW WE MAKE UP NAMES ON SOME OF OUR PRODUCE.

Man: I'VE HAD FIGHTS, LITERALLY FISTICUFFS WITH WOMEN BECAUSE ONE CUT IN FRONT OF THE OTHER.

I DON'T CRUMBLE CRACKERS.

THAT'S ON YOU, BUDDY.

LIKE I SAY, YOU'RE STILL A CUTIE.

HOW Y'ALL DOIN'?

HOW Y'ALL DOIN'?

HI, GRANDMA!

"TO MARKET, TO MARKET, TO BUY A FAT PIG" WAS MADE POSSIBLE BY THE CORPORATION FOR PUBLIC BROADCASTING, AND BY CONTRIBUTIONS TO YOUR PBS STATION FROM VIEWERS LIKE YOU.

THANK YOU BE MORE PBS BE MORE PBS