Hidden Hub of the SF Food System: the Wholesale Produce Market

At three in the morning, a four-block stretch of Jerrold Avenue in the Bayview neighborhood is abuzz with business. The San Francisco Wholesale Produce Market, which is busiest during the graveyard shift, is a hidden hub of San Francisco’s fresh food system.

On a recent Friday, fifteen early-rising SPUR members gathered for a walking tour at 8 a.m. — the end of the day for most businesses at the market. Much of the Bay Area excitement around food focuses on either the farms where food is grown or the tables where it is consumed. Our tour of the Wholesale Produce Market gave us an inside look at the infrastructure and people between farm and table. The more than 25 wholesalers and distributors at the market serve as brokers between producers and retailers, balancing the fickle demand of buyers on one hand with a highly variable supply of produce on the other. The businesses that operate at the market provide fresh food throughout the city – to small ethnic restaurants and Michelin-rated ones; to neighborhood grocers like Good Life and Bi-Rite as well as major chains such as Whole Foods, Safeway and Molly Stones. There’s a good chance that the salad you had today passed through the loading docks in Bayview this morning.

And, that’s been true for more than forty years. The Wholesale Produce Market began as an assortment of produce distributors along streets just northwest of the Ferry Building. In the early 1960s, however, the city approved the Golden Gateway Redevelopment Project that includes today’s Embarcadero Centers, forcing the market businesses to move. After years of negotiation, the vendors agreed to move to the market’s current location, which is on city-owned land. Today, the market is in the process of renegotiating its lease with the city so that it can remain and expand in the existing location.

Though the cost of business for the market tenants is higher in San Francisco than in other parts of the Bay Area, many choose to stay in the city. What keeps them in San Francisco? Michael Janis, our guide and the Market’s General Manager, explained that it was a combination of factors. First, the market provides the essential infrastructure of loading docks, warehousing, refrigeration and easy access to highways. But beyond the infrastructure, the market offers added value to its tenants by providing a community of businesses, a mature market with a long-standing customer base and a management structure that works with the businesses.

The Wholesale Produce Market has worked so well as an incubator that some of the businesses have begun to outgrow their space there. Greenleaf, the market’s largest business, is hoping for an expansion. If the market can’t expand to accommodate the growth of businesses like Greenleaf, it may lose them.

The morning’s tour emphasized how infrastructure like the Wholesale Produce Market is essential to the future of our regional food economy. The market provides the region’s farmers with access to buyers while also supporting the growth of food retailers of many sizes. This industrial facility, tucked away in our dense city, is a critical piece of economic infrastructure that would be nearly impossible to recreate in San Francisco today. We’re lucky to have such a thriving market, and we need to ensure that any future food systems policy doesn’t lose sight of the importance of food distribution infrastructure – hidden though it may be.


View a slideshow of the walking tour >>

Read a great article that follows lettuce from farm to restaurant through the market >>