Organic produce shop coming to Bird Rock

By Dave Schwab

Bird Rock is finally about to get its own locally grown organic produce outlet.

And the neighborhood might also soon have a wine shop, although that venture is still working its way through approvals so details haven’t been announced.

Farm to Fork, co-owned by La Jolllans John Hart and business partner Jamie Cleveland is opening at the end of October in a 500-square-foot space being remodeled at 5604 La Jolla Blvd., Suite B, next to Starbucks.

The business will sell produce only.

“We want to cater to people in this whole slow-food movement, helping them buy the highest quality fruits and vegetables for their families to enjoy every day,” said Hart.

He who was inspired by a recent overseas trip to Italy where he was “overwhelmed by the quality of their locally grown organic produce,” he added.

Joe Parker, president of Bird Rock Community Council (BRCC), said the community is “thrilled about the news of this new venture,” noting residents “have repeatedly expressed their desire for the opportunity to purchase organic produce in the neighborhood.”

Even though “the business plan does not provide a means of support for Bird Rock Elementary (BRE) as originally contemplated by the proponents of a farmer’s market in Bird Rock, we hope this venture at least meets the community’s desire to purchase produce in a local setting from local farmers,” he added.

The details about Farm to Fork are yet to be worked out, but Hart said it will likely be open Monday through Saturday 9 a.m. to 6 p.m.

He added the new business would include an educational component teaching people the nutritional value of food.

Two previous attempts to get some sort of market in Bird Rock died on the vine. Now, those in need of groceries have to head to Vons in the Village or into Pacific Beach.

Last March, a proposal for farmers market in front of La Jolla Methodist Church was abandoned after stiff resistance was encountered from neighbors.

An earlier effort by Michael Krambs to develop Bird Rock Station — that would have included a gourmet grocery and deli below condominiums at the corner of Bird Rock Avenue and La Jolla Boulevard — ran into neighborhood opposition as well.