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BEVERLY HILLS : City Produces Its Own Farmers' Market

August 07, 1994

Casting aside its normally sophisticated air, Beverly Hills is going to take on a down-home look today with the opening of the city's first weekly farmers' market.

Twenty-five farmers will be setting up tables and selling their home-grown fruits, vegetables and flowers on the 300 block of North Canon Drive in the city's business district, from 9 a.m. to 1 p.m.

"The market will attract city residents and provide a spirit of community, as well as draw out-of-area shoppers to what has been a sleepy street on Sunday mornings," said Beverly Hills Councilman Tom Levyn, who initiated the idea for a farmers' market. "This is going to be a very enjoyable weekly event."

The usual variety of tomatoes, string beans and bell peppers will be available, in addition to organic and exotic produce including Asian pears, quail and goose eggs, and edible flowers.

"We're mainly focusing on quality. We're getting what we feel is the cream of the crop of farmers, and they are going to bring their best produce," said market manager Gale Trachtenberg. "One grower," she added, "is bringing in about 15 varieties of sprouts."

A brief opening ceremony is scheduled for 10:30 a.m., with Beverly Hills Mayor Vicki Reynolds foregoing the usual ribbon-cutting to officiate a "carrot-breaking." A Dixieland-style jazz band and children's activities will also be featured for the opening day.

The Beverly Hills Farmers' Market will be similar in size to the markets held Thursdays in Westwood and Saturdays in downtown Santa Monica.

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