The Best Local Farmers Markets and What to Buy in Season in San Francisco

Stone fruit is hitting its peak across San Francisco’s farmers markets this week, drawing crowds to iconic spots like the Ferry Plaza Farmers Market and the Heart of the City market at United Nations Plaza. Thanks to a late rainy season, this year’s peaches and cherries are sweeter—and selling out faster—than usual, according to local market managers.

Summer produce is moving fast as more San Franciscans seek out fresh, local food for health and sustainability reasons. Public health officials point to an uptick in farmers market attendance in 2024 as residents seek out nutrient-dense foods amid rising concerns over ultra-processed snacks and highly refined carbohydrates. For urban dwellers with limited backyard gardening, open-air markets are often the most direct route to vibrant, seasonal produce and the local farmers who grow it.

Where to Shop: Ferry Plaza and Neighborhood Gems

The Ferry Plaza Farmers Market, set along the Embarcadero, remains a Saturday morning ritual for many. Booths from Frog Hollow Farm and Dirty Girl Produce line the plaza, loaded with baskets of sun-warmed nectarines, pluots, and heirloom tomatoes. On a recent Saturday, Frog Hollow’s peaches were selling for $5.50 per pound, while Dirty Girl’s dry-farmed Early Girl tomatoes were snapped up by 10 a.m. Popular stands also offer pasture-raised eggs, sourdough bread from Acme, and locally churned butter from Spring Hill.

Over in the Civic Center’s United Nations Plaza, the Heart of the City Farmers Market operates Sunday and Wednesday mornings. Not just produce—it’s a lifeline for residents of the Tenderloin and SoMa. There, shoppers can fill a bag with strawberries from Yerena Farms or pick up organic rainbow chard at $3 per bunch. The Inner Sunset Farmers Market on 9th Avenue and Irving is another local favorite, offering honey from City Bees and fresh-cut flowers alongside a rotating cast of neighborhood musicians.

Seasonal Picks and Community Impact

This month, look for stone fruit (peaches, apricots, cherries), summer squash, and the first early figs. At Ferry Plaza, Bi-Rite Market’s staff recommend heirloom cucumbers for $2.75 each, perfect for crisp salads. July also marks peak season for Santa Rosa plums and dry-farmed potatoes—produce with local terroir and minimal transit miles.

Data from the San Francisco Office of Small Business shows market vendor permits climbed 10% compared to 2023—a signal of growing economic importance for small farms. Market Match, a statewide program run locally by the Ecology Center, is expanding support for low-income shoppers. This summer, CalFresh users get $15 in extra market tokens per visit to spend on fruits and vegetables at qualifying locations, including Heart of the City and the Mission Community Market on Bartlett Street.

Early morning shopping pays off. Many organizers recommend arriving before 10:30 a.m. for the fullest selection, especially when Eye of the Avocado’s buttery fruit and Happy Quail Farms’ Shishito peppers hit their stride. Reusable totes and backpacks are commonplace, both for sustainability and because regulars know that waterside markets can get crowded after noon. For the latest seasonal updates and recipes, the Center for Urban Education about Sustainable Agriculture (CUESA) offers free guides at Ferry Plaza’s welcome booth and on their website.

The local markets’ growing appeal isn’t just taste—it’s community, nutrition, and a direct investment in Bay Area growers. With July’s peak harvest on display, filling a basket with California stone fruit and just-picked greens may be the city’s simplest, healthiest summer habit.