Cupertino farmer’s market to open mid-October


Monta Vista Market’s billboard on Steven’s Creek Blvd. Photo by Nellie Brosnan

Nellie Brosnan

Monta Vista Market's billboard on Steven's Creek Blvd. Photo by Nellie Brosnan

Driving down Stevens Creek Boulevard, you see a massive, baby-blue billboard staring down at you. “Certified organic,” it broadcasts. “Local vegetables,” “Your healthy neighbor.” What is a healthy neighbor?

It is the new Monta Vista Market.

Situated on the corner of Stevens Creek Boulevard and Imperial Avenue, this new market provides a variety of organic foods from sushi to grab-n-go sandwiches. The market takes pride in being able to offer a wide selection of organic goods from the area

“Everything is at least 70 percent organic,” Monta Vista Market co-manager Brandon Gold said.

Even though there is no connection between the market and the school, Gold hopes to see at least a few students from MVHS. No set date for the opening of the store has been established yet, but the organizers aim for mid-October. The hours will be weekdays from 8 a.m. to 8 p.m. Saturday from 8 6 p.m. and Sunday from 9 a.m. to 5 p.m.

According to their website, Monta Vista Market is partnering with Agriculture and Land-Based Training Association, a non-profit organization in Salinas, Calif. that trains aspiring yet resource-limited farmers to grow produce through organic agricultural techniques. ALBA’s brand is present at Monta Vista Market and two percent of the profits will be given back to ALBA to support the organization’s organic farming programs.

The extensive menu consists of meats, sandwiches, salads, burritos, sushi, drinks, a full dairy department, frozen ready-to-eat meals, cheeses, salsa and hummus and dry goods– just to name a few.

“Our mission is to provide as organic and locally grown produce as we can for our customers.”  Monta Vista Market owner Peter Yessne said. “We don’t want people to have to worry about what’s organic and what’s not.”


Monta Vista Market construction Photo by Nellie Brosnan

Yessne,  a 35-year resident of Cupertino and a 25-year resident in the Monta Vista neighborhood, drew inspiration for Monta Vista Market from his own vegetable garden.

“I’ve had an organic garden all the years I’ve lived here [Cupertino] and I was looking for some way to combine my interests in organic farming and business,” Yessne said.

The three target audiences for the market include the general neighborhood who are walking distance away from the store, the residents of Cupertino who want or will only eat organic foods and local professional and trade workers in the area.

But why is it called “Monta Vista Market?” Why not “Cupertino Market” or “Peter’s Market?”

The story behind the name dates back to 1931 when a popular general store existed in Cupertino. Founded by Charles Rifredi, the “Rifredi’s General Store” was the place to be for grocery shopping and simply chatting with neighbors.

“Rifredi’s General Store” later took on the name “Monta Vista Market” because Rifredi wanted it to be more universal and community-connected. However, when he died in 1951 at the age of 99, his business went with him. The new Monta Vista Market is located across the street from the Cupertino Post Office, the site of the original Monta Vista Market.

“I’ve always wanted to do something interesting and different,” Yessne said. “My hope for the store is that it will a service to the community and will possibly go back to that trendy store it used to be.”

Hours will be weekdays from 8 a.m. to 8 p.m., Saturday from 8 a.m. to 6 p.m. and Sunday from 9 a.m. to 5 p.m.