eat oakland

Farmer Joe's Marketplace

NARRATIVE
A brief stint of residency of 35th and Macarthur introduced me to the original Farmer Joe's. My friend Bonnie RAVED about it and I thought it was a decent spot. Smaller than the Food Mill down the street, but filled with community and grocery so it had a little soul. I've since moved from that spot to the San Antonio/Fruitvale part of Oakland. I love my new digs...and I LOVE that Farmer Joe's is a 5 minute drive for me, which means I get to impulse buy St. Benoit yogurt...a lot.

CONTACT INFORMATION
Farmer Joe's Marketplace
3420 Fruitvale Ave
Oakland, CA 94602

Phone: (510) 482-8278

HOURS:
7 Days a week.
8:30 am - 7:30 pm (I believe.)

PRICE RANGE
Inexpensive - Decadent. I go in "for just a few things,' but then am compelled to try the Elderberry soda in the English food section or the chocolate orange Maya bar so conveniently placed to the checkout.

SUMMARY
Grocery shopping is a luxury, or at least should feel like it. Buying the stuff that keeps you going day to day shouldn't be a grind filled with bleeps and boops and coupons sticking themselves out at you from the aisle. I'm a farmer's market/Trader Joe's/Draeger's/Mollie Stone's/Alameda Marketplace/Rainbow Grocery/Whole Foods/Urban Harvest kinda girl. In a desperate pinch I'll walk into Albertson's or Safeway, but then I am usually with a friend and they tout that these stores are more convenient. I think they're oppressive to the shopping experience.

I'm a romantic. My grocery store needs to be an experience and not an errand. I want to have a marketplace/community center kinda feel. I want friendly service. I want decent tunes. I want the choice of discounts for using my own bag, a basket, or a cart with functioning wheels. I want organic produce, free range eggs, interesting chocolate, a fabulous selection of teas, and ample samples.

Farmer Joe's has expanded their Macarthur spot while keeping the charm of the first location. You walk in and after passing the outdoor produce section and outdoor seating, you find yourself in greeted with flowers and produce (organic and conventionally grown), and make your rounds to the olive oil bar, dairy, bulk grains, deli case, and can get lost in the aisles of little gourmet impulse purchases.

I seriously dig the lighting. Low-key. It feels friendly.

The store always has a mixture of folks --moms and dads with kids in tow, people who look like they are from Piedmont but can come lowland to shop in the Diamond district, neighborhood locals who've been fans for years, and newcomers who are amazed to find this kind of store on Fruitvale. Except for some truly specialty items, Oaklanders may never need to plan on spending a whole day on line at Berkeley Bowl ever again!

This week I became addicted to a fancy brand of flatbread cracker that shall remain nameless. Rosemary and sea salt had my name all over it. Along with a tasty chunk of swiss it served as my snack of choice.

SERVICE
When I need help, it's like having neighbors know exactly what I need and will help me find it. Awesome!

REST ROOMS
Well kept. Nice soap selection, too.

SUGGESTION?
Expand the supplement and toiletry section. I find my supplements a little cheaper across the bay.

posted by wrki @ 1:27 AM