May 19, 2011
Vol 5, Issue 5
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Market Updates                       
This Saturday is our 15th Birthday Party! Please join us at 10:30am in the southwest corner of the market. See the message below from our Board Chair Amy Columbo and read a short history of farmers' markets in Portland by HFM volunteer Daria Colner.

This week Laurel Ridge Winery and KCK Farms return to the market! Be sure to stop by, welcome them back, and pick up a bottle of vino for dinner and a bouquet of peonies for the table. Nossa Familia Coffee will be absent this Saturday and returning next week, but Mocha Roma's Coffee Company will be present to satisfy your needs. Blooming Goodies will also be absent this Saturday and returning next week!

See below for a recap of last week's cooking demonstration strong looking calves and nice socksand check out the recipes as well!

May is National Bike Month, and this Saturday is Bike to the Market Day at the Hollywood Farmers Market! Bike to the market and stop by the information booth to pick up a bike route map or bike event calendar.

This is the last week the Master Gardeners will be at the market this spring, so be sure to bring your gardening questions with you to the market and don't forget about all the plants our nursery vendors have to help make your yards and gardens flourish!

See you at the market!

  fifteenyearsFifteen Years and Going Strong  

 by Daria Colner   

Farmers' markets are one of the oldest forms of direct marketing by small farmers. While these markets have become a favorite marketing method for many farmers today, it is only in the past 10-15 years that they have become a weekly ritual for many shoppers.

The growth of farmers' markets in Portland coincides with the overall explosion of the food scene in Portland. Chefs from around the world began flocking to Portland and successfully established an expectation among Portland's dining community that restaurants were going to use local and seasonal ingredients. In turn this helped drive consumer demand for similar fresh, local items for home cooking.

While it's easy to take for granted the availability of farmers' markets, many dedicated Hollywood Farmers Market shoppers can recall the time when markets were not so prevalent. In 1993, the Portland Farmers Market (Saturdays at PSU) was born as Portland's first, and now longest-running, farmers' market. A small group of neighbors in NE Portland followed suit and started the Hollywood Farmers Market five years later. HFM is now celebrating its 15th anniversary and is the third oldest market of the 21 Portland markets found on the Oregon Farmers' Market Association website.

Our market's founders had a great understanding of the local community and a deep appreciation for farmers. That combination helped create a market which began with the same features we appreciate today including a broad selection of fresh produce, ready to eat foods, live music and representatives from community groups. The Portland Monthly recently recognized our market as the "perfect size".

Our market has grown from 10 booths in 1997 to over 60 vendors today, but the heart and soul of the market remains unchanged. The Saturday ritual of shopping at HFM continues to provide great access to fresh, locally grown produce and a great way to connect with neighbors and friends.

  bdaypartyOur Birthday Party (with free cake)   

 by Amy Columbo, HFM Board Chair    

It was May 1997 when the Hollywood Farmers Market began with 10 vendors in the parking lot of the Washington Mutual Bank on Sandy Boulevard. Raymond Saul, a volunteer member of the non-profit Hollywood Development Corporation, lead a year-long effort to get the market established. He envisioned it bok choy endsas a neighborhood anchor with the concept of providing shoppers the ingredients they needed for their Saturday night dinner from the produce to flowers for the table.

At the end of the first season, Saul wrote, "We have done good work. We have given our community (and ourselves) a wonderful gift. We have created a central unifying event that draws all of us - from all of the surrounding neighborhoods together in the Hollywood District to enjoy one another's company and to celebrate (and support) the abundance of our local agriculture. And, as we envisioned, I sincerely believe that the success of the Farmers Market will lead to the renaissance of the Hollywood District."

Although the Hollywood Farmers Market has grown and evolved, I believe this sentiment continues to ring true in 2011. Today we have more than 60 vendors who work hard to bring locally-grown and produced food all season long. On average, 3600 customers visit our market each week to shop, eat and enjoy the community-gathering aspect that our market offers.

So please come and join us in celebrating the 15th season of the Hollywood Farmers Market this Saturday! The day is meant to draw attention to our market as an anchor in the Hollywood District and a Saturday morning tradition for many of us. We'll have a large notepad available for those willing to share their favorite thing about the market or what the market means to them.

Big thanks goes to Whole Foods Market! Whole Foods Market will be serving its popular Berry Chantilly Cake starting at 10:30am in the SW corner of the market. This double-layered cake is made with light chiffon cake, layered with fresh berries and smothered in Chantilly icing (mascarpone cheese, French cream, and amaretto). For the vegans among us, Whole Foods Market will provide a vegan white cake, layered with chocolate mousse and fresh berries. What a delicious way to celebrate! Also, Whole Foods Market staff, including the head prepared food chef, will provide recipes and give suggestions on what to make with all the goodies customers can buy at the market. Please stop by and help us celebrate!
 Tip of the Week
brought to you by
Robert Reynolds' Chefs Studio

Keeping Your Greens Fresh

the ladies of deep roots with their greensUpon getting home from the market, wash and dry your fresh greens right away, in a salad spinner if you have one. Place them in a bag with a paper or tea towel to absorb extra moisture, and leave the bag open in the refrigerator. The greens will stay fresh for longer if they can breathe. Cilantro and parsley also respond well to this treatment. Eat your greens and enjoy! 

recapCooking Demonstration Recap  

beet vinaigrette over shaved asparagusLast Saturday, Amie Edelstein (Chef Studio graduate) gave market-goers a crash course in preparing beets. Mistress of Ceremonies Ellen Laing (also from Chef Studio) provided a running commentary as Amie prepared and plated three extremely distinct dishes: Shaved Asparagus with Beet Vinaigrette, Beet & Beet Greens Soup withbeet green pesto sheep's cheese and herbs, and Beet Green Pesto. The pesto in particular got the crowd's attention, and several previous beet-green haters were converted!

Next time you buy beets at the market, double your value by preparing the greens if you aren't already.

Check out the sidebar to the right for recipes from last week's cooking demonstration!

Special thanks to Sweet Leaf Farm, Maryhill Orchards, Willapa Hills Farmstead Cheese, and Gales Meadow Farm for donating their delicious ingredients. The market's next cooking demonstration will be Saturday, June 11th at 9:30 & 10:30am.

cbsCommunity Booths at the Market 

Every Saturday, two community organizations provide customers with information about unique projects around the city and add to the community feel of the market. Organizations represent many different interests, from local food initiatives and healthy living advocates to conservation groups and youth empowerment agencies. 


This year, the Community Booths will be located near the southeast corner of the market, along the south edge of the parking lot planter, across from Happy Harvest Farm. Drop by and talk with some of the many wonderful organizations that will be filling this spot throughout the season.


In addition to the regular Community Booths this week, OSU Master Gardeners will have a booth across from the Information Booth at the corner of 44th and Hancock. 

Depave promotes the removal of unnecessary pavement from urban areas to create community green spaces and mitigate stormwater runoff. Through partnerships and volunteers, Depave strives to overcome the social and environmental impacts of pavement with the use of action-oriented educational events, community stewardship, and advocacy to reconnect people with nature and inspire others. Depave is a project of City Repair, a nonprofit organization based in Portland, Oregon, USA. They will be spreading the word about some of their upcoming depave projects.

Farmworker Housing Development Corporation is a community-based non-profit organization dedicated to serving mid-Willamette Valley farmworkers and their families. FHDC was established in 1990 when Oregon Legal Services, Salud Medical Center, PCUN (Northwest Treeplanters and Farmworkers United), Farmworker Ministries, and a number of individuals joined forces to establish a single agency for the development of affordable housing for low-income farmworkers. They now provide housing to almost 200 families in three different cities (Woodburn, Salem, and Independence).

The Oregon State University Master Gardener Program is an Oregon State University (OSU) Extension Service program that educates Oregonians about the art and science of growing and caring for plants. This program also facilitates the training of a highly educated corp of volunteers. These volunteers extend sustainable gardening information to their communities through education and outreach programs. The master gardeners will be answering customer's gardening questions at their booth throughout the market. Come by if you have a garden-related question!

The views expressed by the organizations in the Community Booths are those of the organization and its representatives and do not necessarily represent the views of, and should not be attributed to, the Hollywood Farmers Market.

At the Market


Ben & Lexy  


Community Booths:


Farmworker Housing Development Corporation   

OSU Master Gardeners  


Upcoming Events:

HFM's 15th Birthday Party - 5/21, 10:30am


Good For Your Health Fair with Loaves & Fishes - 5/28, all day 


Cooking Demonstration with the Chef Studio - 6/11, 9:30am & 10:30am 


Fest O' Pesto - 6/25, all day 

 Featured Products

May 14, 2011  

orange tree

Flying Dragon Hardy Orange

River Rock Nursery
The pretty stripes on the trunk of this small tree ensure it will look nice even in winter when it isn't flowering!  


Baby Bok Choy  

Deep Roots Farm  

Toss these little beauties in a stir fry or steam/saute in a ginger-garlic marinade. Yum!  


Sweet Potato Curry Soup  

Souper Natural

Vegan! One of their newer soups, get it soon and enjoy it for the last bit of soup-weather before summer comes!   


Farm Fresh Pastured Eggs 

Pine Mountain Ranch 

Need we say more? Eggs you find in the grocery store just cannot compare!


Ginger or Strawberry Sipping Vinegar  

Sage & Sea 

The ginger goes well with whiskey and the strawberry with gin, plus a splash of sweet sparkle (like 7up or Sprite). For a family-friendly version, just add the sparkle!  

vinaigretteBeet Vinaigrette  

adapted from Robert Reynolds 

This vinaigrette is a beautiful and vibrant red or golden color, depending on what type of beet you use. It pairs well with shaved asparagus, thinly sliced raw fennel, or poached leeks.


1 medium (or 2-3 small) beets, tops and root ends removed (Sweet Leaf Farm)

1 tbsp apple cider vinegar

1 tsp Dijon mustard

tsp salt (or to taste)

3 tbsp walnut oil

3 tbsp extra virgin olive oil

Asparagus (Maryhill Orchards)


1. Wrap the beet(s) in foil, and roast them in a 375˚ oven until very tender (about 45 minutes - 1 hour, depending on the size of the beets).


2. Once beets are cool, peel off the skin and dice them into 1 inch pieces. Puree the beets and the vinegar in a blender until smooth.


3. In a medium bowl, combine the beet puree, mustard, and salt. Add a tiny bit of the walnut oil and whisk vigorously to combine. Continue adding the oil bit by bit and whisking, making sure that the oil is completely mixed in after each addition. Once all the walnut oil has been added, add the olive oil in the same way. Stop once you receive your desired consistency and flavor. Taste and adjust the seasoning if necessary.


4. Serve over shaved asparagus.

soupBeet & Greens Soup

  by Amie Edelstein 

This soup is a great way to use up your beet greens. They add an extra layer of flavor, but their taste is hidden enough that even people who don't like the greens will like it. It's a very versatile soup: it can be served hot or cold, you can add other vegetables (such as fennel, carrot, etc.), and you can add spices (such as ground cumin or fennel seed) or herbs (chives, dill, etc.). Garnish the soup with sour cream, sheep cheese, herbs, beet green pesto, or anything you can think of!


Makes about 6 cups


2-3 tablespoons butter or olive oil

1 medium onion, diced (about 1 cup)

3 large beets, peeled and cut into " dice (about 4 cups) (Sweet Leaf Farm)

1 quart water or stock

3 cups chopped beet greens

Kosher or sea salt to taste

Willapa White sheep's cheese to garnish (Willapa Hills Farmstead)

Herbs to garnish (Gales Meadow Farm)


1. In a large soup pot (at least 4 quarts), heat the butter or oil over medium heat. Add the chopped onion and a sprinkle of salt. Turn the heat to low, cover the pot, and sweat the onions until they are soft and sweet (do not let them brown).


2. Add the diced beets and the water or stock to the pot. Turn the heat to medium-high and bring the water to a boil. Lower the heat, cover the pot, and simmer until the beets are tender (45 - 50 mins). Add the chopped beet greens, and let them cook for another 5 minutes. (If you are making this in the fall and the greens are a little heartier, you can cook them for a few extra minutes.)


3. Let the soup cool, and then puree in batches. For each batch that you puree, get the consistency of soup that you want by adding more solids (beets and greens) or more liquid. Make sure each batch is seasoned to taste. If you want to add ground spices, this is the time to do it.


Put the pureed soup back in the pot and re-warm over low heat (if you're serving the soup warm). Pour into soup bowls, add garnish, and serve! The soup keeps well in the refrigerator for a few days and can also be frozen.

pestoBeet Greens Pesto

  by Amie Edelstein 

This pesto is great in Spring, when the beet greens are tender and young. It has an earthy flavor that works well with pasta, on crostini, or as a garnish for a soup. Try serving it to people who don't normally like beet greens - they may not even be able to tell!


3 small garlic cloves

5 cups beet greens (1 - 2 bunches), stalks removed, washed and torn into pieces (Sweet Leaf Farm)

cup walnuts, roughly chopped

Zest of 1 lemon

2 tsp fresh lemon juice

cup walnut oil

cup grated Parmesan or Pecorino Romano cheese

Kosher or sea salt, to taste


1. Peel the garlic cloves. Mince them very finely, and then mash them into a paste using the side of your knife blade against the cutting board.


2. Put the beet greens in the bowl of a food processor. Pulse them a few times to chop them into smaller pieces.


3. Add the pasted garlic, the chopped walnuts, the lemon zest and juice. Process everything until well combined.


4. With the machine running, slowly add the walnut oil through the feed tube. Stop when you have your desired pesto consistency.


5. Remove the pesto from the processor to a medium bowl. Mix in the grated cheese by hand. Taste for seasoning, and add salt if necessary.

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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