Sonoma Farmers Market Celebrates 40 Years of Local Food

The Sonoma Valley Certified Farmer's Market has been a community hub for decades, supporting local growers and producers.

Published on Feb. 8, 2026

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The Sonoma Valley Certified Farmer's Market (SCVFM) is celebrating its 40th anniversary this year. Founded in 1985 by local farmers and residents, the market has grown from 10 vendors to over 40, operating year-round on Fridays. Market Board President Jimi Good of Oak Hill Farm and Market Manager Melissa Lely discuss the market's evolution, certification requirements, and the importance of supporting local agriculture in the region.

Why it matters

The Sonoma Valley Farmers Market is a vital community resource, providing a platform for local farmers and food producers to sell their goods directly to consumers. As the wine industry faces challenges, the market helps sustain the region's agricultural heritage and encourages residents to prioritize locally-grown food.

The details

The Sonoma Valley Certified Farmer's Market must comply with state and local regulations to operate, including obtaining certification from the California Department of Food and Agriculture and the Center for Environmental Health. The market has expanded its vendor base in recent years, adding more Sonoma Valley farms like Sun Ray, Seven Moons, and Cassidy Ranch, while maintaining a focus on local producers. The layout has also been redesigned to improve the shopping experience, with distinct 'departments' and a dedicated 'lunch scene' area.

  • The Sonoma Valley Certified Farmer's Market was founded in 1985.
  • The market operates year-round on Fridays from 9 a.m. to 12:30 p.m.

The players

Jimi Good

Enthusiastic farmer at Oak Hill Farm and the current Board President of the Sonoma Valley Certified Farmer's Market.

Melissa Lely

The market manager for the Sonoma Valley Certified Farmer's Market.

Paul Wirtz

One of the founders of the Sonoma Valley Certified Farmer's Market, owner of Paul's Produce.

Chris Gertz

One of the founders of the Sonoma Valley Certified Farmer's Market, owner of Gertz Farm.

Ann Teller

One of the founders of the Sonoma Valley Certified Farmer's Market, late owner of Oak Hill Farm.

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What they’re saying

“We have added a lot of vendors in the hopes of bringing in more customers and giving our long-time customers more options. There is always a tricky balance between giving the customers more options and having too many vendors that they start to lose customers.”

— Jimi Good, Board President, Sonoma Valley Certified Farmer's Market (sonomasun.com)

“The market layout was designed to create a better flow through the market for shopping. Like in stores, how there are departments of types of food, so you can see your product options side by side. Also, we wanted to create more of a 'lunch scene' with picnic tables and hot food options closer together, surrounded by beautiful music so people can shop, then enjoy lunch and good farmers market vibes.”

— Melissa Lely, Market Manager, Sonoma Valley Certified Farmer's Market (sonomasun.com)

What’s next

The Sonoma Valley Certified Farmer's Market will continue to evolve and adapt to meet the needs of local farmers and consumers. The market is exploring ways to further support small farms in the region, such as establishing a packing and processing facility to help orchards and vineyards transition away from grapes.

The takeaway

The Sonoma Valley Certified Farmer's Market has been a cornerstone of the local food community for four decades, demonstrating the power of grassroots efforts to sustain small-scale agriculture and provide residents with access to fresh, locally-grown produce. Its continued success underscores the importance of supporting local farms and food producers to maintain the region's agricultural heritage.