Joe Aliotti's History
Joe started his career in Farmer Markets as a vendor himself. He has been in the fresh food business for many years and he takes pride in his relationships with his fruit and vegetable vendors.
He has designed his Farmer Markets to fit within each community and to be gathering places for people to shop, have fun and see friends along the way.
Now, in 2025, at the age of 82, Joe has opened "The Farm" in Carmel Valley and has become a vendor to share his "farm to table", pesticide free fruits, vegetables, avocados, artichokes and so much more. Come check out his booth at the farmers markets.
He has designed his Farmer Markets to fit within each community and to be gathering places for people to shop, have fun and see friends along the way.
Now, in 2025, at the age of 82, Joe has opened "The Farm" in Carmel Valley and has become a vendor to share his "farm to table", pesticide free fruits, vegetables, avocados, artichokes and so much more. Come check out his booth at the farmers markets.
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Late 1990's: Joe was a fresh fish vendor at the downtown Monterey farmer market for 16 years, which is where he met and established relationships with many of his fruit and vegetable vendors. He also had booths at Live Oak and Walnut Creek Farmer Markets for 5 years each.
1999 - 2002: Joe opened the Fish Peddler Fresh Fish Market and Deli in Watsonville, CA.
2002: CHAMP Farmer’s Marketplace opens in Downtown Salinas. Over course of next 10 years, CHAMP operates markets for the city of Salinas, Salinas Union and Toro Park School Districts, Northridge Mall & Boronda Square Shopping Center, Cities of Seaside, Gonzales and Hercules.
2013: CHAMP begins to operate a Farmer Market in San Jose; CHAMP begins to operate Farmer Markets in Almaden / Via Valiente Plaza Shopping Center
2019: Cambrian Park Plaza Farmer Market opens.
2019: Princeton Plaza Mall Farmer Market opens.
2019: CHAMP launches website.
2020 - 2021: CHAMP adapts to the COVID 19 pandemic.
2023: CHAMP continues to offer high quality, farm fresh produce, plants and other products.
2025: CHAMP closes Cambrian Park location and opens a new location at Leigh High School in San Jose
1999 - 2002: Joe opened the Fish Peddler Fresh Fish Market and Deli in Watsonville, CA.
2002: CHAMP Farmer’s Marketplace opens in Downtown Salinas. Over course of next 10 years, CHAMP operates markets for the city of Salinas, Salinas Union and Toro Park School Districts, Northridge Mall & Boronda Square Shopping Center, Cities of Seaside, Gonzales and Hercules.
2013: CHAMP begins to operate a Farmer Market in San Jose; CHAMP begins to operate Farmer Markets in Almaden / Via Valiente Plaza Shopping Center
2019: Cambrian Park Plaza Farmer Market opens.
2019: Princeton Plaza Mall Farmer Market opens.
2019: CHAMP launches website.
2020 - 2021: CHAMP adapts to the COVID 19 pandemic.
2023: CHAMP continues to offer high quality, farm fresh produce, plants and other products.
2025: CHAMP closes Cambrian Park location and opens a new location at Leigh High School in San Jose