30 Farmers. 30 Chefs. 30 Years. 30Th Anniversary Celebration

The Santa Monica Farmers Market celebrates its 30th Anniversary About the Santa Monica Farmers Market by inviting you to a series of very special events Join us for the Inaugural The Santa Monica Farmers Markets are committed to promoting healthy eating and sustainable agriculture in California by providing fresh agricultural products direct Good Food Festival and Conference from small farms to urban customers, thereby building community and preserving California farmland. Santa Monica Farmers Market celebrates its 30th Anniversary with the very first Southern Established in 1981, the Santa Monica Farmers Markets bring farm fresh produce to approxi- California Good Food Festival & Conference. This unprecedented multi-day event will mately 900,000 customers each year. All four Santa Monica Farmers Markets are organized focus on regional and national issues integral to building a local and sustainable food and managed by the City of Santa Monica for the mutual benefit of all who enjoy them. Since system while supporting the needs of California family farmers. their founding, The Santa Monica Certified Farmers Markets have provided farmers an op- Produced by FamilyFarmed.org, the Good Food Festival brings together farmers, food portunity to stay on their land and to bring the best of California’s bounty to urban residents businesses, sustainable food advocates, chefs, families and individual consumers to: for three generations.

About FamilyFarmed.org Celebrate successful local farmers while Build relationships between businesses, introducing a new generation to farming. policy makers and organizations that focus FamilyFarmed.org’s mission is to expand the production, marketing and distribution of locally grown and responsibly produced food in order to enhance the social, economic on food, farming, nutrition, food access, and environmental health of our communities. Learn directly from farmers, chefs, social justice and land stewardship. educators and other experts on growing, FamilyFarmed.org is nationally recognized for “growing the market” for local and preparing, preserving and eating local Assist schools, hospitals, and other sustainable food and collaborates with many of the nation’s largest buyers of local food. and sustainably grown food. institutions to procure food from regional FamilyFarmed.org published Wholesale Success: A Farmer’s Guide to Selling, Post Harvest Handling, September farms and support efforts to build efficient and Packing Produce, a 256-page color manual that trains farmers in food safety, pricing, building Help farmers and food businesses grow by distribution networks. relationships with buyers, calculating return on investment, and more. FamilyFarmed.org has 14 – 18, 2011 connecting them with consumers, trade helped launch three operating food hubs that aggregate and sell produce from local farmers to buyers, and potential investors. wholesale buyers. FamilyFarmed.org’s is also leading a national effort to improve food safety Santa Monica on small farms with the On-Farm Food Safety Project. www.goodfoodfestivals.com

Visionaries. Leaders. Revolutionaries. Good Food Pre-Festival Summer Gatherings A few of our speakers: Chris Larson, New Island Capital Sunday - 7/31/2011 Norm Abell, Carlsbad Aquafarm Kathy Lawrence, School Food Focus Sunday Afternoon Pig Roast and Farmers Market Will Allen, Growing Power Ted Levinson, RSF Social Finance Craft Restaurant - 2pm til starlight | $150 Gustavo Arelleno, OC Weekly Andy Lipkis, Tree People Laura Avery, Santa Monica Famers Market Miguel A. Luna, Urban Semillas Join us as we roast locally raised pig, sip local beer and wine, taste Craft’s market inspired ap- Judith Bell, PolicyLink Patty Lovera, Food & Water Watch petizers, and shop with some of our favorite farmers; all to the strings of local bluegrass. As Karen Beverlin, FreshPoint Bob Martin, Pew Charitable Trust evening falls, family style dinner and live auction will follow. Not to be missed! Jennifer Lynn Bice, Redwood Hill Mark McAffee, Organic Pastures Mayor Richard Bloom, City of Santa Monica Phil McGrath, McGrath Family Farm Father Greg Boyle, Homeboy Industries Craig McNamara, Sierra Orchards Tuesday - 8/02/2011 Jerry Brown, Governor of California, (invited) Kathleen Merrigan, USDA, Deputy Secretary Robert Kenner Speaks Out Al Courchesne, Frog Hollow Farm Kelly Meyer, The Teaching Garden Kelly Coyne, Urban Homesteading Bill Niman, BN Ranch FOOD on Pico - 7pm — 10pm | $85 Paula Daniels, City of Los Angeles Michael O’Gorman, Farmer-Veteran Coalition Robert Kenner (writer/director of Food, Inc.) speaks out about the current state of American Will Daniels, Earthbound Farms Russ Parsons, LA Times Laurie David, The Family Dinner agriculture. Cocktail reception afterwards. Mark Peel, Campanile Michael Dimock, Roots of Change Tom Philpott, Mother Jones, Grist Chris Elam - Meatless Monday Walter Robb, CEO, Whole Foods Market Wednesday - 8/10/2011 Steve Ells, CEO, Chipotle Mexican Grill Dr. Robert Ross, California Endowment Chris, Ely, Applegate Farms Queen of the Sun (Good Food Film Series) Craig Ruggles, Winnetka Farm Barry Estabrook, Tomatoland Dave Runsten, Community Alliance of Family Farmers Aero Theatre - 7:30pm — 9:30pm Nona Evans, Whole Kids Foundation Joel Salatin, Polyface Farm This screening of Queen of the Sun includes a panel discussion about local bee-friendly practices Betsy Foster, Whole Foods Market Neelam Sharma, Community Services Unlimited Molly Gean, Harry’s Berries Jim Slama, FamilyFarmed.org including urban beekeeping, bee rescue, permaculture, and biodynamic farming. Suzanne Goin, Lucques Naomi Starkman, Civil Eats Visit www.americancinematheque.com for details. Jonathan Gold, LA Weekly Greg Steltenpohl, founder Odwalla Robert Gottlieb, Occidental College Arjan Stephens, Nature’s Path Jonathan Greenblatt, founder Ethos Water Lee Strom, Farm Credit Administration Saturday - 8/27/2011 Mike Jacobsen, Center for Science and the Public Interest Lisa Lucas Talbot, Slow Food Santa Monica Family Breakfast 101 Marion Kalb, Community Food Security Coalition Woody Tasch, Slow Money On the terrace at Santa Monica Place - 9am — noon | $35 (Children under 12 are free) Ken Kaplan, MIT Rodney Taylor, Riverside Unified School District David Karp, Pomologist, L.A. Times Elizabeth U, Finance for Food Learn to create pastries, chorizos, and conserves for an upcoming Labor Day breakfast in bed. Robert Kenner, Food, Inc. Alex Weiser, Weiser Family Farms Visit www.goodfoodfestivals.com for more information and to reserve your tickets! Fred Kirschenmann, Stone Barns Kevin West, Saving the Season Evan Kleiman, Good Food (KCRW) Jimmy Williams, Hayground Organic Gardening Susan Haymer Erik Knutzen, Urban Homesteading Helene York, Bon Apetit Management Co.

Presented by WPA Agricultural Art Opening | Santa Monica High School In the 1930’s a series of remarkable artworks were created by Franklin D. Roosevelt’s Works Project Administration (WPA). Santa Monica High School was the beneficiary of this ambitious program, gaining four new buildings, and two pieces designed by the well-known Gala Celebration abstract painter Stanton McDonald-Wright. Original artworks depicting scenes of farms and farmers in the Los Angeles area have been housed at Santa Monica High School LOCALICIOUS and will be displayed as part of the celebration of the Santa Monica Farmers Market’s Sponsors 30 Farmers. 30 Chefs. 30 Years. 30th Anniversary Celebration. Celebrate the 30th Anniversary of the Santa Monica Farmers Market at Localicious, the Six of these images have been made into posters and are available for sale to the Grand Tasting Gala of the Year. Join us at the water’s edge at the spectacular Annenberg public with proceeds to support the Santa Monica Arts Council, a campus-wide school Community Beach House. L.A.’s top chefs, paired with Market farmers, will showcase the arts organization. best of the season with signature creations and anniversary dishes. Local wines, craft beers and farm-to-bar libations will flow from the areas best mixologists.

Friday - 9/16/2011 Annenberg Beach House 7:30pm — 10pm | $125.00 per ticket

Christina Noel

A limited number of VIP tickets are available for a special pre-event gathering to meet the chefs, farmers and thought leaders on the forefront of the Good Food Movement. Details available at www.goodfoodfestivals.com Image China Walnuts | Artist: Milford Zornes Thursday - 9/15/2011 EVENTS Financing Farm to Fork Conference Schedule 9am — 5pm | Broad Stage | Santa Monica The Financing Farm to Fork Conference educates regional farmers and food processors about various financing strategies and links them directly to financiers. Farms and food businesses can apply to be in the Financing Fair, which provides opportunities to connect with potential funders. Opening Symposium: Celebrating 30 Years of the Santa Monica Farmers Market’s 7pm — 10pm | Barnum Hall | Santa Monica High School Come celebrate 30 years of groundbreaking work by the Santa Monica Farmers Market. Join Wednesday - 9/14/2011 local, state, and national leaders for this historic celebration as they discuss the impact of the Markets work and how it continues to fulfill its mandate of growing local food and supporting Santa Monica Farmers Market | 8:30am — 1:30 pm local farmers in Santa Monica. Speakers include “rock star” farmers, local and national food Santa Monica Farmers Market Amelia Saltsman, author of The Santa Monica Farmers Mar- experts, world class chefs, and prominent political leaders. ket Cookbook, will kick off the Good Food Festival and Conference with cooking demos at the renowned Wednesday Farmers Market featuring farmers and fresh produce from the market. Friday - 9/16/2011

Good Food Film Series| 7:30pm | Aero Theater Good Food Conference and Trade Show 9am — 5pm | Santa Monica College Established in June 2011, the Good Food Film Series offers evenings of film and conversation The Good Food Conference and Trade Show offers cutting edge programming and techni- about issues related to our food. Each screening includes a panel discussion providing local cal assistance to support farmers, trade buyers and other stakeholders to grow their business perspectives moderated by Lisa Lucas Talbot of Slow Food Los Angeles. and increase everyone’s access to good food. National and regional leaders will discuss topics The Festival’s opening night will feature a screening of The Harvest/La Cosecha, a moving new such as: scaling up to meet the demand for local food, food with integrity, public policy, school documentary about child migrant workers in the United States. A panel of distinguished par- food, public health, the Farm Bill and more. The Trade Show will connect farmers, food ticipants will discuss timely and critical labor issues that effect food producers and consumers. companies, and distributors with supermarkets, schools, hospitals, and other wholesale food For more details, visit www.goodfoodfestivals.com. buyers interested in purchasing local and sustainable food.

What is Working in School Food! Friday - 9/16/2011 9am — 5pm | Santa Monica College School Food Focus and local partners will lead a day of programming focused on moving school food procurement towards more healthful, regionally-sourced and sustainably-produced Good Food for Thought options. Programming includes: school district procurement presentations, roundtable discus- sions, vendor showcases, and school gardens success stories. Saturday - 9/17/2011 | 10am — 5pm | Santa Monica High School Join us for a two day speaker series to thoroughly examine the Good Food Movement. Leaders will convene to map the course of this exciting revolution, and will share their personal insight Saturday - 9/17/2011 into the future of Good Food. 9am — 5pm | Santa Monica High School 10am | Good Food Revolutionaries Learn the best and healthiest food 12pm | Media and Food options to feed our kids at school. 2pm | Can Local and Organic Feed the World? Discover how to incorporate a culi- 4pm | 21st Century Meat and Dairy nary and edible garden program into your school’s curriculum and ways Come discuss the Good Food Revolution with the CEOs of Whole to engage students to get involved. Foods Market, Chipotle Mexican Grill, and Growing Power!

Christina Noel

Join leading chefs, farmers, food leaders, and more at the Good Food Festival and Conference Grow (and Preserve) Your Own! Santa Monica | September 14-18 Saturday - 9/17/2011 & Sunday - 9/18/2011 | Santa Monica Highschool Grab your gardening gloves and hat and bring your questions, your curiosity, and your family to Grow Your Own. Classes will teach you what you need to know about garden basics, seed starting, seed saving, fruit trees, container gardening, backyard chickens, bee keeping, worm composting, pest control and more. Taught by a variety of local experts. For a Saturday and Sunday schedule visit www.goodfoodfestivals.com.

Chefs at Play Joel Salatin Ballet in the Pasture 9am — 12pm | Santa Monica Highschool Saturday - 9/17/2011 & Sunday - 9/18/2011 Joel Salatin, the maverick Polyface Farm rancher 10:30am - 3:00pm | Santa Monica High School of Food, Inc. fame, will give a virtual tour ex- Chefs at Play will feature cooking demonstrations pairing great local farmers with some of plaining the whys and wherefores of his ecologi- America’s finest chefs. All featured chefs are long time, loyal customers cal and profitable farm in Virginia’s Shenandoah of the Santa Monica Farmers Market and have contributed greatly to its success! Valley. Expect how-to information regarding water and fencing infrastructure, multi-specia- Confirmed chefs include, Suzanne Goin (AOC, Lucques, Tavern), Eric Greenspan (The tion, portable shelters and carbon cycling. This Foundry), Evan Kleiman (Angeli Caffe) C.J. Jacobsen (The Yard, Top Chef), Mark Peel workshop combines the best of heritage wisdom (Campanile), Nancy Silverton (Mozza), Sherry Yard (Spago), Sang Yoon (Father’s Office, with the latest techno-gadgetry. The presentation Luckshon) and more. culminates with marketing information and the Polyface template for germinating a new genera- Please check www.goodfoodfestivals.com for updated listings. tion of young farmers.