Independent grocer Fiesta Farms literally bought the farm

Fiesta Farms has bought the Farm. And, that’s not a euphemism.

The family-run grocery store has been a fixture just north of Christie Pits Park for three decades and is best known for its large and varied selection of organic, local, ethical, ethnic, healthy, gourmet, and artisan goods.

Back in June, the business acknowledged that the land it sits on was for sale, and precariously, Fiesta Farms didn’t own it.

“We weren’t happy the news was out because it probably attracted more interest in the property. Frankly, it was a stressful distraction,” the business shares in a new update that goes on to say that “the silver lining was the firehose of community concern, interest, and support that ensued.”

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So, about two months ago, we woke up to a whole hullabaloo about the land we were on being for sale. We weren’t happy the news was out because it probably attracted more interest in the property. Frankly, it was a stressful distraction.

The silver lining was the firehose of community concern, interest, and support that ensued. Thanks again!

Two months later almost to the day, it happened again. Someone leaked information about the deal before we were prepared to share it. Now it’s done. So we’re going on record to tell our community in person what the nosy parkers have been poking at for the last two months.

We’re officially here to stay.

There are a few things we’d like our community to know:

First off, we define ‘community’ as the both the folks we impact and the ones we interact with. Neighbours, shoppers and fans sure, but also everyone in our value chain. The entrepreneurs on our shelves, the staffers who stock them, the foodies and the food justice advocates.

We’ve been overwhelmed and moved by your support. The comments that have been made to us and about us in person, print, and pixels have been an unexpected but highly appreciated validation of our efforts. You get us. You accept us. We’re so far from perfect, and we never expect our job to be easy, but it’s truly gratifying to see that people notice and care about our choices.
Next, we’ve got a lot of Joe’s at the store, and any of them will be glad to help you with whatever you need. But there’s one Joe in particular whose vision and heart have informed the choices that really set the bones of the place.

Joe Virgona started with a simple idea and big heart–treat people like you’d like to be treated. Listen to their story. Understand where they’re coming from. And if you can figure out a way to help them get there that benefits everyone who needs to be involved, make it happen. Joe, his family, and the friendly staff you see in our aisles are grateful that we get to practice and model our values in a neighbourhood with a colourful history and dynamic future.

Finally, our tagline, “Food Matters”, really means something. It means that we understand that we play a role in a food system that affects people directly and in the aggregate. We don’t take our responsibility in that system lightly. At a time when five companies own most of the brands you find on grocery store shelves, exposing more people to healthier, locally grown, independently owned, and culturally appropriate options has never been more important.

It’s also never been more possible. A broader public has caught on to how important what we eat, where it comes from, and how it gets to them is. More people are making choices that reflect these insights. Again, we’re grateful for the chance to play our part.

Please don’t hesitate to let us know how we can do better when we see you in person or online, over the next fifty years.

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