Sigona’s Farmers Market celebrates 50 years in business
Sigona’s Farmers Market, a family-owned produce & specialty foods market located at the Stanford Shopping Center and in Redwood City is celebrating 50 years in business in 2025,
Celebrations kick off in April, with Sigona’s branded freebies all month long. As a thank you to the customers, community, employees and local vendors who have supported the family’s business and mission, a cake cutting and meet-and-greet party is scheduled for April 26 at both locations — from 11:00 to 1:00 in Redwood City (2345 Middlefield Avenue) and 2:30 to 4:00 pm at the Stanford Shopping Center (adjacent to Schaub’s)
The Sigonas have extensive roots in the produce industry. Rose Sigona, née Franzella, mother to the four founding brothers of Sigona’s , worked at her family’s produce market, Franzella Bros. Fruit Market, in San Francisco. Rose later married John Sigona, a waste management employee who moonlighted at the Berryessa Flea Market in San Jose, where he sold fresh produce. As their family grew, John, Rose and their six children all worked weekends together, selling produce at the flea market.
In 1975, four of John and Rose’s sons — John Jr., Carmelo, Joe and Paul — opened Coyote Berry Acres, a roadside produce stand on Monterey Road in Morgan Hill. Between 1975 and 1984, the brothers operated three roadside locations in Morgan Hill. Business was booming until construction of the US 101 bypass diverted traffic around Morgan Hill, prompting the brothers to seek a new location.
The brothers opened the first Sigona’s Farmers Market on Middlefield Road in Redwood City on December 28, 1984. A second location opened in 1998 in the Stanford Shopping Center, and, in 2008, the business sprouted offshoots called Sigona’s Fruit For Thought and Sigona’s Office Deliveries.
“There have been hard times, but we’ve been resilient,” said Robbie Sigona, market director and lead produce buyer for Sigona’s Farmers Market (pictured top). “It’s not by accident we’ve survived in this area. We owe our longevity and successes to the farmers and vendors with whom we have relationships — some are 50 years strong — as well as the loyal customers who’ve been with us on this ride. While we’ve had to innovate and reposition ourselves to stay relevant, we remain dedicated to quality, service and friendliness, and we know our customers appreciate that.”
Photos courtesy of Sigona’s Farmer Market; second photo shows Farm Valley Produce fruit stand Morgan Hill circa 1978
