In 2010, Altadena community members organized the Altadena Urban Farmers’ Market, an event “for people mostly from Altadena  to sell home grown and home made stuff, mostly food, to each other.” In 2012 the market moved to Loma Alta Park and became the first certified farmers’ market in Altadena thanks to the leadership of Joseph Shuldiner - a co-organizer of the Urban Market. Joseph ensured the market stayed true to its roots by prioritizing Altadena backyard farmers and businesses. He hired Elizabeth Bowman to oversee these efforts, supporting dozens of local farmers and food vendors in securing permits required by direct marketing regulations. Elizabeth took over market operations from 2014 - 2018.

In 2018, Stacey Whitney - an Altadena native, food business owner, and Master Gardener took over market leadership. She oversaw the market during the COVID-19 pandemic, keeping the market serving community members safely, coordinating dozens of volunteers to pack orders and facilitate drive through order pick-ups and delivery. In 2023, Stacey moved to Chicago and Rafaela Gass - Stacey’s assistant and Altadena resident - took over and continues to be the market’s director. During this transition the market abruptly lost its hosting location and Rafa, determined to keep the market going, transitioned the market to one of the first online-only farmers markets.

Our goal is to provide fresh, local food and to work with our community to promote social justice through food systems.