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On a sunny Wednesday afternoon, strains of jazz from a lone trumpet player drift over the bustle of visitors in the new South Lake Avenue farmers’ market.For the first time, a certified farmers market will be held every Wednesday from 3:30 to 7:30 p.m. at Del Mar Boulevard along Shoppers Lane until Sep. 29. The latest addition of two summer markets in Pasadena, the other one at Robinson Park, the South Lake Avenue farmers’ market features a variety of locally grown fruits and vegetables along with artisanal goods. The 12 vendors who fill up the space allotted in the parking lot behind Walgreens offer fresh seafood, baked goods, flowers, and plenty of produce from which to choose.

Gretchen Sterling, the contract manager for the Pasadena farmers markets since June 1980, hopes that bringing this farmers’ market to South Lake Avenue will encourage visitors “to learn what’s in season and where it’s grown, so they get a relationship with the person who grows their food.”

Until this year, only two Pasadena farmers’ markets existed, both taking place year-round, at Villa Parke Center and Victory Park.

The idea of a farmers market in this area of Pasadena first began when the South Lake Business Association approached Sterling and the City of Pasadena Human Services and Recreation Department with a proposal to bring local vendors to the neighborhood for the summer.

According to Sterling, both organizations hunted for the ideal space among the properties managed by the South Lake Business Association, finally settling on the Del Mar Boulevard and Shoppers Lane location for its visibility.

Since its opening, the farmers market has already attracted an estimated 700 visitors per day, including Brenda Jones, who lives nearby and has visited the market several times.

Holding a bag of fresh fish and herbs, Jones observed that the European feel of the market made a “relaxing and peaceful” environment for visitors like herself.

Rus Mitchell, who owns Uncle Berch’s Foods and offers a selection of cheeses, jellies, olive oils, and vinegars at his stand, also enjoys the new location.

After moving from San Francisco to Los Angeles, Mitchell continued his business by taking part in the Pasadena farmers’ markets.

“This is my spot, what’s not to like?” he joked. “Wherever Gretchen goes, I’ll follow her.”

The Pasadena farmers markets not only support local farmers and businesses, but also emphasize the quality of fresh California-grown fruits and vegetables.

For Vince Bernard, the owner of Bernard Ranches, the taste of real fruit takes priority over appearance.

Although the citrus fruits, ranging from grapefruit, lemons, limes, and oranges, that Bernard displays may not have been grown commercially, “[they’re] grown for flavor” even though “they don’t look pretty necessarily.”

Perhaps the message of buying fresh and local is catching on: when Mitchell comments on the poor taste of the balsamic vinegar in grocery stores, a browser replies, “Absolutely.

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