Let Them Eat Kale: A Tale of Unintentional Community
I am a farmer. My wife Olivia is a cook. When our dating turned more serious, she said: “ Well, so its going to be the “farmer and the cook”. Later we decided to start a “store”, where we would sell my produce and some prepared food. We call it The Farmer and The Cook. It’s a really good branding idea, and so obvious. Olivia actually wanted to just have a fancy candy company. She had a very clear concept and had done enough research to be convincing. She took me over to a derelict building her mother owned in Meiners Oaks, a neighborhood near Ojai. Olivia said we could rent one of the back rooms to make candy in because the tenant was eight months in arrears. I kicked the tenant out and took half the building because I wanted to sell produce. Then I started to fix the building. “ Delayed Maintenance” is the operational euphemism here. You could see the stars at night through the holes in the roof.
Maybe we should have just focused on that candy business idea. Slowly we piled on the products. First we made bread and soup. Then a magnanimous grocer in West Los Angeles gave us a salad bar when one of his stores was being liquidated to make room for a PETSMART. Then the salad bar cook started making chocolate chip cookies. They went over big because we use maple syrup as a secret ingredient. Now there are twenty-seven kinds of cookies, nut balls and fruity bars-no hyperbole intended. We made muffins and empanadas. Then we piled on the groceries and personal care yada. Then it was lunch specials like Nut Loaf, Fresh Corn Tamales and Pizza. Then people wanted it all for dinner so we started staying open later.
I think it’s important to note the implications of the last sentence. “ People wanted” quite a few things, and lacking an ironclad business plan, and having been trained to please, we gave them what they wanted. Smoothies, fresh kale juice, bulk shampoo, bootleg almonds that have not been steamed. We made organic, raw, vegan nut lasagna for months even after we realized it was impossible to break even. Whatever. Now when people ask me a question that begins “ I wonder if…” I stop them in their tracks and say something like “ You are under the impression that this is MY store, when indeed, this is your store. It is here for you, not me.”
Of course we always purchased local produce first, and a lot of it came from locally overburdened souls with severe wasted-fruit guilt. We gave people spelt bread, not wheat, because so many did not want wheat and we had grown weary of the Wheat Question. We also eliminated dairy because of the many vacaphobes who sought us like pilgrims, and canola oil because far too many people believed erroneously that canola oil was “invented” to replace hydraulic fluid. Mustard oil is the ubiquitous oil of choice throughout India, but I could make no headway against such a brutal urban myth. Yes, we went with olive oil, virgin, organic, of course.
At some point I need to make it clear that the Farmer and The Cook is an all-organic, vegetarian kitchen. Much of what we create is de facto vegan. This program sounds insane because it is, but we were so certain of our convictions at the time, and later when we realized the folly of our plan it was too late. Hypocrisy was not on the menu. We sell frozen meat to “people who want it”, and have on rare occasion supplemented conventional beer for organic beer when I forgot to order organic beer. We also sinned with the conventional Parmesan, only once, when the price of organic Parmesan seemed outrageous. We gave ourselves a pass at the time because Italy does not allow bovine growth hormones in dairy production, but the cheese kept us awake at night, so we went back to the pricy Italian. It really does not matter. We overslept as a result, and felt no guilt.
You should also know that The Farmer and The Cook is not some place you drop by, unless you are on your way to Taft or New Cuyama on California Highway 33. Even Huell Howser has not seen Taft, so don’t feel deprived. We launched our idea well aware that Rodeo Drive was not just one block west of us. Spanish is not the second language in our neighborhood. Cilantro and chile peppers are popular and make us a profit. We grow so much Mexican food and work with so many Mexicans we changed to a Mexican Café. Intuition has naturally never been our strongest trait, but we felt this was something we felt we could trust. Lucky for us, many Anglos love chipotle and rellenos.
Intelligent people apt to eat organic food live in the Ojai Valley, to be sure, but many of them are so smart they grow their own food. It may come as a shocker, but many actually cook meals for themselves in their own homes. We have always sought out the boondocks, because one has a better chance of finding cleaner air and water, and here on El Roblar Drive, there is nothing but boondocks all around us. Nothing stands between us and Bakersfield but the nearly impassable ridges that cut the Los Padres National Forest. To be fair, the people who swing by the store are in Ojai because of the environment. Eating clean is like breathing clean.
Because birds of a feather tend to roost here, there have been hundreds of friendships found and numerous hookups made, many of them long lasting, and some having yielded numerous offspring. However it is far from the sort of drive-by-dating scene one might mistake for the produce aisles at Gelsons or Whole Foods. We use to have a rule that we never hired mates, legal or not, but love in-house made that unrealistic. One wedding planned for next spring took nine years to be arranged, when once untenable circumstances were finally resolved. The story could be made into a major motion picture starring some of the actors who slide in to The Farmer and the Cook on occasion because they know we will do our best to ignore their celebrity.
The store is a noted hang. But it’s far from a scene. Our beer and wine menu is like a state secret. An elite few call it “ Rainbow’s End”, not to make fun of the fancy, orderly, well lit, uncomplicated natural food store across town called Rainbow Bridge, but because there is fool’s gold in the pot over here at the F and C. This is where the rainbow chasers and bead vendors come to recharge. We are on the Mystery map to those who travel the uncertain road between Sedona and Bolinas in the Jerry Garcia nation, seeking figs and mulberries and those bootlegged almonds. This is where some of the world’s best oranges get juiced, the pita bread is homemade and the humus it accompanies was scratch-made onsite, just like everything else. The salad dressings do not come on a truck from Pacoima. If we fixed the parking lot, people with notable, low-slung imported units might pull in, but the holes are better suited to pickup trucks and VW vans that have already been thrashed. Folks with money come here; it’s just that we have never gotten around to making things safer for their cars. It’s also wise to wear boots, or sandals, but not heels. More than one pair of Manolos has been ruined in the cracks here.
We have been at it now for nearly ten years. Nearing sixty years of age, one might be inclined to sell out. I can still surf and walk without much pain, so it seemed wise to bust out early while I could still stand up without a walker. Moving on has occurred to us more and more frequently, but the idea of selling the store has already been used as a major April Fools Joke-twice. Once I claimed in our weekly newsletter that we had been bought by Whole Foods (as if!). This fable was so good it caused loud wailing and even anger. The next week, I wrote that there had been a grave error. We had been bought instead by Trader Joe, not Whole Foods. Not everyone got the joke even the second time.
We have been approached from time to time by parties interested in buying our business, but we are too honest to sell the shell. . If my wife wasn’t here to throw out soup that was rank or fine-tune the scones and brownies, things would not be the same and we know it. She is pretty funny to watch in the kitchen when some food product has gone south. She will doctor it up with lemon juice or sugar or wave a magic wand and if its no good she doesn’t care how much organic half and half is in it, it’s going into the compost buckets! Bloosh!
The store would be nothing without the farm and all the free produce it provides as well as the fresh cachet and organic halo. If we charged according to real world costs, our price point would really be Rodeo Drive. It was such a silly idea. I gave up on making a real profit out of produce a long time ago. There is no way the store can use or sell ten acres of vegetables. I have a sixty member CSA ( weekly produce buying club) and we go to the farmers market to make a living.
We may have finally given up on the idea of selling the store. Maybe we will just travel more and let the kids run the asylum. The teens are pretty good at it. For many it is their first job, they strive to do well, do not have too much extracurricular drama and are not jaded or disillusioned by the world yet. Happiness tends to be their natural state. Besides, if we did not have the Farmer and the Cook, what would we do? Who would we be? We are defined increasingly by all the people we know and serve.
How might all this have been planned? We have had over 300 employees and I have only fired seven of them. And a few of them I have hired back-one three times! People think they are getting love out of us, but it’s more like loyalty, or tradition. Its definitely not infatuation. That ended the first time I had to tell somebody to leave and never come back.
This mushroom that popped up in Meiners Oaks was not intentionally meant to be the basis of community, but that is the result. We know everybody in town a little bit. If I have seen them routinely of late I will probably remember their name is Joanne, not Judy. If not sure, I know I can get away with mumbling. The same guy has been coming here at 8:30 AM for an apple, a yogurt and a cup of tea for nine years. We don’t have the makeup to charge poor seekers who want to preach their yoga and bliss protocols in the café late at night on a Wednesday. People will buy a cookie, right? Our sense of ownership is fuzzy. We don’t serve meat because of a handful of local vegetarians who are ahead of the curve. Then because of that decision, people come here from miles away, like Toronto, because it’s a meatless vegetarian kitchen. Our people don’t know it but I am always counting their votes, polling their opinions, listening to their hearts. If this practice were intentional, if we had committees and were a formal cooperative as has been suggested, things would be different and maybe not better. It might not fail because most good co-ops succeed because they have benevolent dictators like us. Strangers come into the store and they say “ Gee, this place reminds me of the 70s” or “I was a member of a co-op like this in Austin.”
They have no idea how proud that makes us.