Dates & times
All times are local to the venue · America/Los Angeles
- 11:00 AM – 1:00 PM
These are the previously published dates. Check the organizer for a new edition.
Check the organizer’s latest schedule ↗Fall Fruit Celebration turns a Ferry Plaza market trip into a taste test
Before settling on fruit for the week, visitors to Ferry Plaza Farmers Market can make a comparison: Foodwise’s Fall Fruit Celebration offers samples of different fall varieties and a chance to vote for a favorite. The October 31 gathering folds that tasting into the regular Saturday market, with a bakery guest at the Foodwise Classroom.
A question of variety
At the orange Seasonal Spotlight tent in front of the Ferry Building, the tasting is designed around more than identifying what is in season. Visitors can try different fall fruit varieties, learn about them and register a preference in the vote. Free recipes and cooking tips give the stop a practical purpose beyond the comparison.
The celebration is one installment of Foodwise’s monthly Seasonal Spotlight, which introduces a different peak-season California produce item through activities such as samples and cooking demonstrations. Foodwise has not specified the varieties for this tasting, so leave the exact fruit choices open when planning the visit.
Further reading: Fall Fruit Celebration : Foodwise ↗
A separate stop with a bakery guest
Sofía Jiménez of Tutuli Mexican Bakery is scheduled to lead the Foodwise demo at the front-plaza classroom. It begins at 11 am, the start of the celebration, so shoppers who want to see the demonstration can plan the tasting around it.
The announcement does not name the dish. Foodwise describes its Saturday classroom cooking demonstrations as free, while the fruit samples, recipes and tips are offered separately at the Seasonal Spotlight tent.
Further reading: Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Follow the fruit into the market
Foodwise points shoppers toward farms including Arata Farms, Blossom Bluff Orchards, Devoto Gardens & Orchards and Frog Hollow Farm for fall fruit. These are useful names to have in mind after the tasting, not a promise of a particular variety or a confirmed inventory at each stand. Foodwise’s weekly market updates are the place to check which sellers are expected.
The Saturday market surrounds the Ferry Building and brings together produce, food products and prepared meals. It is larger than the celebration itself: shoppers can come before the tasting or continue browsing afterward. Signs at seller tents describe each business and its farming or production practices, making them a useful starting point for questions about the food.
Further reading: Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market at the San Francisco Ferry Building : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
What certification means at Ferry Plaza
Ferry Plaza is a California Certified Farmers Market. Foodwise says its farmers are certified by the counties where they grow: producers submit information about their crops, acreage and estimated harvests, and county inspectors visit farms during production to verify what is being grown. That system gives the fruit comparison a direct connection to California producers, even though the celebration announcement does not identify the samples.
Breads, prepared foods and other goods not produced on a farm or sold by a farmer belong to the market’s adjoining non-certified portion. The mix has a long local history: Foodwise traces the market to a one-time Harvest Market in September 1992, when farmers and local restaurants gathered on the Embarcadero roadway. Today Foodwise operates the outdoor market, distinct from the shops inside the Ferry Building Marketplace.
Further reading: Ferry Plaza Farmers Market at the San Francisco Ferry Building : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗ · Fall Fruit Celebration : Foodwise ↗
Two stops on the front plaza
The classroom demonstration and the Seasonal Spotlight tent are separate parts of the celebration outside the Ferry Building.
Saturday, October 31, 2026 · Foodwise Classroom (front plaza)
- Foodwise Demo: Sofía Jiménez, Tutuli Mexican Bakery
Saturday, October 31, 2026 · Seasonal Spotlight tent (front plaza)
- Free samples, recipes and cooking tips; taste different fall fruit varieties and vote for a favorite
Useful details for the day
A shorter celebration within market day
The celebration is Saturday, October 31, 2026, from 11 am to 1 pm. The Saturday farmers market runs from 8 am to 2 pm.
Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market at the San Francisco Ferry Building : Foodwise ↗
Ask at the green Info Booth
CalFresh EBT shoppers can exchange benefits for market coins at the Foodwise Info Booth and ask about Market Match, which matches benefits up to a daily maximum for fresh fruits and vegetables. Most sellers take cards and contactless payments.
Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Free Veggie Valet
On Saturdays, Foodwise holds purchases at its curbside Veggie Valet south of the clocktower from 8 am to 1 pm.
Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Getting to Ferry Plaza
Transit and bicycles
The market is outside the Ferry Building at 1 Ferry Building, on the Embarcadero at the foot of Market Street. The celebration’s classroom and tent are on the front plaza. Embarcadero BART Station is one block away; Foodwise also lists the F Market streetcar and nearby Muni service. Ferry terminals are behind the building.
Bike racks are in front of and behind the Ferry Building. Foodwise recommends using a sturdy U-lock.
Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Parking and access
Foodwise lists Golden Gateway Garage at 250 Clay Street as a Saturday parking option; check current hours and rates with the operator. The market is wheelchair accessible and on a flat, paved surface, with ramps at the Embarcadero curb. Foodwise identifies the northbound loading zone just south of the clocktower as a passenger drop-off point.
Accessible public restrooms are inside the Ferry Building Marketplace in the north and south pass-throughs.
Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Before you make a plan
Are the samples and demonstration free?
The fruit samples are free, and Foodwise describes its Saturday classroom cooking demos as free. General admission terms for the celebration are not stated.
Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
When does the bakery demonstration begin?
Sofía Jiménez’s demo starts at 11 am at the Foodwise Classroom on the front plaza.
Can I shop before or after the celebration?
Yes. The Saturday market runs from 8 am to 2 pm; the celebration is scheduled from 11 am to 1 pm.
Fall Fruit Celebration : Foodwise ↗ · Ferry Plaza Farmers Market at the San Francisco Ferry Building : Foodwise ↗
Are dogs allowed at the market?
Foodwise says dogs and other live animals are not allowed in certified farmers markets, except for service animals.
Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
How can I find a particular seller?
Check Foodwise’s weekly market updates, or ask at the green Foodwise Info Booth for help locating vendors.
Ferry Plaza Farmers Market at the San Francisco Ferry Building : Foodwise ↗ · Ferry Plaza Farmers Market Visitor Info & Services : Foodwise ↗
Location & Google Maps
Ferry Plaza Farmers Market, Ferry Building
1 Ferry Building, San Francisco, CA 94111
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