Welcome, Farmer Joe's

by Daniel Swafford

At the new Farmer Joe's Marketplace in Dimond, the sound of saws and hammers is being replaced by the buzz of anticipation. Diana and Joe Tam's second store, located at 3426 Fruitvale Avenue, has put the majesty back into what was once a revered Oakland destination. Supported by the Dimond Improvement Association and the City of Oakland, another bustling market will turn an old building back into an Oakland attraction.

Creating an attractive, modern market was a priority because they wanted to "find the right feel and fit for the customer." Their honest concern for neighbors and patrons is what has made their first store, on the corner of MacArthur and 35th Ave., a huge success.

Joe is a natural greengrocer. His years in the produce department at Safeway confirmed his affinity for fresh fruits and vegetables.

By opening his own market in 1994, Joe could make decisions he knew were in the best interest of his customers and the community. Maintaining his high standards proved demanding, and soon his wife Diana joined him to help manage the store. Together they sought out local growers, stocked their shelves with foods containing natural ingredients, and catered to the community. Diana and Joe always listen to suggestions and search for unique items to inspire patrons. "We want to make sure people can choose to eat healthy, to purchase organic foods at a reasonable cost."

Below the flow of the green piping and colorful sign that soften the boxy façade, the Tams welcome people to sit at their tables, having created a space for sharing food and ideas. Guests will find the marketplace offers a bounty of prepared meals to help stimulate conversation. Be ready to belly up to the bar with sushi, salad, coffee and fruit smoothies, tacos, a deli, rotisserie chicken, and fresh-baked pizza.

The official Grand Opening event is Saturday, June 24. Honoring the spirit of community and hard work exemplified by Farmer Joe's and the Dimond neighborhood, the Dimond Business & Professionals Association, the Dimond Improvement Association, Washington Mutual's Dimond Branch, and Farmer Joe's are sponsoring a day of music, food, and fun. Come out from 10 a.m. to 4 p.m. to see live music and visit over 40 exhibitors. For additional information, contact Carolyn Vallerga at dia\@mailman.lmi.net or 325-7109.