Every Sunday morning, Third Avenue in Downtown Chula Vista transforms into a lively hub of fresh produce, handmade goods, and community energy — all thanks to Catt Fields White, founder and CEO of San Diego Markets.
She revived the Chula Vista Farmers’ Market in 2022, five years after it had closed, creating a space where neighbors can connect, shop locally, and celebrate their community.
“I launched the Little Italy Mercato farmers market just before I turned 50,” she said. “When I brought the Chula Vista market back, I faced skepticism from some who had seen prior attempts fail. But approaching it professionally and committing to consistency made all the difference.”
Her vision is rooted in community and accessibility. The market features a single row of tents along Memorial Park — a departure from traditional double-sided markets — but that simplicity is part of its charm.
“Finding a big enough site was challenging, and I had some doubts about the location at first. But our tents face the park, and that’s what makes it work,” she said.
Each Sunday, set-up begins at 6:30 a.m., with Fields White and her team hauling barricades and arranging more than 80 tents.
“That schedule is actually relaxed compared to markets I’ve run in the past, where setup started at 5 a.m.,” she said.
Vendors offer seasonal produce, artisan goods, and locally prepared foods, with some generating several thousand dollars in sales in a single day.
Running a market, she emphasized, is about more than sales.
“Coordinating with regulatory agencies like agriculture, health, fire, and police, and managing insurance for all vendors is something most people don’t realize is required,” she said.
Then there’s the human element: “There are a lot of personalities in and around a farmers’ market. One recent Sunday, a car backed into a fire hydrant, creating a spontaneous geyser — that was exciting.”
She has faced personal challenges while leading the market, including the height of COVID-19 restrictions.
“Peak Covid protocols created very difficult and expensive operating systems, and we were face-to-face with people who were scared and sometimes angry. I was tempted to isolate, but the farmers needed to sell their goods, and our community needed a safe place to shop. So of course, I kept going.”
Success stories abound, too, though: “One of our original farmers retired, and a young family that worked for him was able to buy the farm and build their own business by continuing at the market. Years later, he told me with tears in his eyes that he was only able to feed his children and send them to school because of the opportunity the market provided.”
Women’s leadership is central to her approach as well: “The majority of successful, long-term farmers market managers are women. We multitask, think on our feet, and nurture both vendors and the community. That sometimes means encouraging even while admonishing, but it all adds up to helping everyone grow.
Looking ahead, she dreams big and bold, “With unlimited funding, I’d love to add infrastructure like electrical outlets, water on-site, permanent tent moorings, and an adjacent incubator kitchen. Paris has inspired me — the city supports farmers’ markets in every neighborhood, and I hope we can get closer to that here.”
Under this woman’s guidance, the Chula Vista Farmers’ Market is more than a place to shop — it’s a weekly celebration of culture, connection, and local entrepreneurship. Visitors leave with fresh ingredients and a sense of community, reminded that even simple gatherings can create a lasting impact.
The Chula Vista Farmers’ Market runs every Sunday from 10 a.m. to 2 p.m. along Third Avenue.
