May 13, 2010
Vol 4, Issue 4
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Market Updates
What a beautiful market last week! We had record crowd counts, record Oregon Trail sales, and many vendors also had record sales. It's supposed to be another beautiful market this Saturday - we look forward to seeing you!

Don't forget to scroll to the bottom of this newsletter for an excellent article on new vendor, The Better Bean Company.

Fuller's Flowers starts the market this Saturday with gorgeous cut flowers including delphinium, dianthus, larkspur, lilies, peonies and more. Be sure to say hello!

This May, the Hollywood Farmers Market is proud to participate in the Bicycle Transportation Alliance's (BTA)  celebration of Wabike with training wheels and front basket full of producelk+Bike Challenge Month. Walk or bike to the Hollywood Farmers Market this month, stop by the Information Booth and pick up a free Walk+Bike sticker. Send a photo of yourself at the market to the BTA, and you'll be entered to win a very special prize. Click here for more information.

Parking has always been an issue in Hollywood, and the market is no stranger to that. Please refrain from parking in the Grocery Outlet parking lot while visiting the Hollywood Farmers Market. They are so generous to allow our market to set up in their lot. HFM customers can park in the Hollywood Square Building's parking lot directly across 44th from Grocery Outlet. And big thanks goes to Whole Foods Hollywood for allowing HFM customers to park on the 3rd floor of their parking structure just north of Sandy on 44th. Better yet, walk or bike to the market!
Community Tip - Hollywood Urban Park
Next week marks the kickoff of the Hollywood Urban Park Community Event Series. The Hollywood Neighborhood Association has planned a series of four events for everyone interested in participating in the visioning and creation of a Hollywood Urban Park.

With special guest George Crandall, the kickoff event will be held on Thursday, May 20th at 7pm at the Hollywood Senior Center, located at 1820 NE 40th, between Sandy Blvd and Hancock Street.
Tips on Biking to the Farmers' Market
Whether you shop by the backpack or bike trailer-full, biking home from the farmers' market is a great way to go!

1. Bring along empty yogurt containers or tupperware to pour your berries into before you ride.

2. If you buy plant starts at the market, they will ride home nicely sitting upright in a bike basket or a milk crate strapped to a rear rack. Just pack your other produce around them so they don't shift around too much.

3. Biking to the market is an added reason to enjoy a tasty treat while you're there. You'll need fuel for the ride home!

-- Stephanie Noll, Bicycle Transportation Alliance
This Week at the Market
Underscore Orkestra

Community Booths:
Sons of Norway
Oregon College of Oriental Medicine

Kids Entertainment:
Crista the Face Painter

Chef Educators:
Featured Produce
May 15th, 2010

sweet spring onions

Sweet Spring Onions
Sweet Leaf Farm

Sugar Snap Peas
Winter Green Farm

ProFarm Produce

Crimson Rhubarb
Peak Forest Fruit

Happy Harvest Farm
Market Pics
Delicious treats from Confectionery.
strawberry treats
Featured Vendor: The Better Bean Co. by Nancy Gilkey, HFM Volunteer
For many people in the Pacific Northwest the word "beans" brings to mind coffee, but a new vendor at the Hollywood Farmers Market, The Better Bean Company, is aiming to have us associate beans with "fine cuisine". Packaged and sold in a format similar to fresh salsa or hummus, the Better Bean sells three varieties of freshly prepared beans: two types of skillet or refried beans and Caribbean-style black beans.
Keith Kullberg, founder of the company, recognized the gaping hole in the food industry for good beans that didn't taste like
The Better Bean Company samples their product at the market.
better bean co
they came out of the can or take hours to prepare from scratch. Wanting a healthful alternative to the lard-fried Mexican beans, Keith started making beans as a vegetarian college student thirty years ago.
He discovered that by sautéing beans in safflower oil, it caramelized the flavor and tasted twice as good. Since that time he says he's been performing a public service by making tasty beans for friends. Now he wants more people to understand the nutritional and delicious benefit of beans, while also doing it in a way that supports our local food system.
During the almost year and a half of preparation before the first container of Better Beans was produced, Keith and his staff worked diligently to not only perfect their recipes, but also to find ingredients grown regionally. They found black beans in the Oregon Snake Valley, red beans from Idaho Magic Valley, and borlotti (also known as cranberry) beans grown in the Washington Central Valley. Through his research, he discovered that these regions are ideal for bean growing because they have a long warm season to encourage maturation and dry weather in the fall which allows beans to dry in the pod. The cold press safflower oil used in recipes comes from central Oregon and fresh local produce, like onions, from the Northwest is used whenever possible.
Keith emphasizes that being at the Hollywood Farmers Market and in Portland in general is "nirvana" in giving local food companies a chance to sell their products. "There are dedicated foodies who keep coming week after week. [Farmers' markets] allow for farmers and local food vendors to earn a living making [their] product."
While the Better Bean is a young company, it takes inspiration from centuries and sometimes thousands of years old Native and Central American civilizations in which beans were vital to the cultural and nutritional life. "Many Americans consider beans to be pedestrian food, but we want to educate people what a gourmet and excellent food they are," explains Keith. And now that the Better Bean Co. has done all the work to prepare them, he insists you can have a gourmet meal in five minutes with recipes like "PDX Tacos" and others which can be found on their website, "People come up to us at the market to tell us they don't like beans, but they like ours," explains Keith.

hfm_mapThe Hollywood Farmers Market is open Saturdays, May through Thanksgiving from 8am - 1pm. (November Markets begin at 9am).

We are located on NE Hancock Street between 44th and 45th Avenues (one block South of Sandy Blvd).

For more information, check us out online at

See you Saturday!

Hollywood Farmers Market
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