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New farmers' market begins operating at Stoneridge Shopping Center

Fresh produce, meats, cheeses, flowers, jewelry among items for sale every Friday,Sunday

Starting this weekend, a trip to Stoneridge Shopping Center could have patrons picking up fruits and vegetables in addition to a new gadget or pair of jeans.

A portion of the parking lot between Sears and Macy's will transform into a farmers' market from noon to 6 p.m. Fridays and 10 a.m. to 4 p.m. Sundays.

Carrie Williams, marketing director at Stoneridge, said the ongoing market will be a regional destination with about 60 vendors participating.

"It is our goal to only feature foods and products from within a 200-mile radius of the mall," she said. "We'll have meats, fruits, cheeses, flowers, breads, handmade jewelry and soaps."

Part of the reason to not operate on Saturdays, Williams said, is to not compete with the popular downtown Pleasanton market, which is held from 9 a.m. to 1 p.m. With the mall location, however, the Friday and Sunday events are likely to attract people from nearby cities.

Put on by Island Earth Farmers Market, it also operates a daily indoor farmers' market at the Metreon in San Francisco.

To learn more, visit www.islandearthfarmersmarket.org

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