When Randy Moreno settled on a busy corner on Lighthouse Avenue in Monterey as the location for a produce stand, he had one concern: parking.
Fortunately, he could turn to a friend in the business who once faced a similar predicament. “This is my first store in a downtown area,” Moreno points out. “He said, ‘Randy, people find a place to park.’”
The advice has been well taken. Since opening Farm Fresh Produce Est. 1964 with partner Debbie Weberg at the beginning of August, a steady stream of customers have visited, many walking a few blocks to check out the colorful array. There are bins of organic tomatoes of irregular form and varying hues. A box of small squash out front invite thoughts of fall, while the pale green artichokes are a Monterey County staple.
While he concedes that local produce stands face challenges – stocking shelves is dependent on what farms have ripe and available, for one, and farmers markets have become part of the routine – Moreno could not resist the opportunity.
“I love the produce business,” he says. “I want to show people what’s out there.”
Moreno started in 1964, when his father opened a stand. In the 1970s, he stepped out on his own and has since operated a string of produce markets. There were a couple in Moss Landing, one in Morgan Hill and a spot in Watsonville that was a fixture for decades.
“That was a nice long run,” Moreno observes. “I hated to let that one go.”
He ticks off a few more locations – San Jose, Santa Clara – holding up a figurative hand at anyone impressed too soon. “I’m not done,” he points out with a laugh. “I’ve had a few.”
Moreno’s long regional presence has given him an understanding of seasonal availability and area farms, both large and small. He chuckles again as he notes that many of those properties are now operated by children and grandchildren of the farmers he first met.
Consumer preference is another matter. According to a report by the International Fresh Produce Association, demand for fruits and vegetables remains relatively stable, despite inflation. And a growing number of people prefer organic foods, when available – 55 percent in 2026, compared to 46 percent two years ago.
Moreno hopes to have 50 different organics on offer in the near future, but he is also realistic when it comes to consumer demand. Indeed, the IFPA survey finds shoppers torn between freshness and value. At Farm Fresh, conventionally farmed strawberries outsell organic, for example – even though Moreno cannot resist sampling the organic berries as he unloads them in the morning.
“You want to buy organic,” he says. “It tastes good – that’s the main thing.” However, under the current economic circumstances, “People would rather have the price.”
With that in mind, Moreno tries to keep his organic prices just a few ticks above conventional fruits and vegetables. He sees the results of this struggle in weekly sales figures, where fresh figs lead one time, regular strawberries another. Local honey, dried fruits and nuts – including candied and spiced items – have been consistently popular.
“That’s where you make your money,” Moreno says.
There have been other frustrations in opening the market, which is not unusual for a small business. For example, Moreno hopes to have an awning in place by the middle of September, following a drawn-out approval process with the city.
An awning will allow for an additional 100 feet of shelf space in front of the store. Inside, he plans to introduce local olive oils and other goods, as well.
“There are a lot of little things I want to do,” Moreno explains. “I don’t even have all the product in the store.”
Even after more than 60 years in produce, he is still looking to do more. Moreno is using his new location in Monterey to introduce his grandchildren to the business. He also has two other county locations in mind that would complement the original.
“I wanted to introduce people to produce,” he says. “We’ve received a warm welcome.”
So there is more to come from the little produce market where parking is a challenge. But as his friend noted, if you build it, people will come.