As we step into September, we’re excited to shine a spotlight on our Vendor of the Month, Beet Generation Farm, a regenerative, small-scale farm nestled in Forestville, CA. Owned and managed by Aleta Pierce and her partner Andrew, Beet Generation has become a beloved staple at the Santa Rosa Original Farmers Market. With a commitment to sustainable farming practices and a passion for vibrant, nutrient-rich produce, Beet Generation Farm truly lives up to the slogan, “Eat Color,” by bringing the most beautiful and flavorful fruits and vegetables to your table. Their dedication to the land and community makes them a truly special part of the Santa Rosa Original Farmers Market family.
Aleta’s journey with Beet Generation Farm began in 2012, working alongside the farm’s original founder, Libby Batzel. “Long sweaty days rewarded with gorgeous, colorful food bursting with flavor, the tastiest meals I’ve ever eaten, laughter, and deep conversations in the field,” Aleta recalls. These fond memories stayed with her, and when Libby reached out to see if Aleta wanted to take over the farm in 2021, the timing couldn’t have been more perfect. Aleta and Andrew were ready to move back to Sonoma County and embrace the farm life. Their deep connection to the land and passion for growing nutrient-dense food has only strengthened since taking over.
The transition to becoming a farm owner came with its challenges, but the supportive community at the Santa Rosa Original Farmers Market made all the difference. “I’m so incredibly grateful for the Santa Rosa Original Farmers Market community for welcoming in the transition,” Aleta shares. The loyalty and encouragement from both the regular customers and fellow vendors eased the transition and have been instrumental in the farm’s continued success. It’s a beautiful example of how community support can uplift and sustain local businesses.
At Beet Generation Farm, the health of the soil is paramount. Moving to a new property in Forestville brought both excitement and challenges. Aleta and Andrew have been working tirelessly to revitalize the soil and surrounding ecosystem. Collaborating with the Gold Ridge Resource Conservation District and the Xerces Society, they’ve planted native hedgerows around the farm to increase wildlife habitat and insect diversity, control erosion, and sequester carbon.
They are also experimenting with no-till methods, biochar, and adding compost and cover crops to build healthy soil. “It’s a long-term commitment, but watching the land respond to our efforts is incredibly rewarding,” Aleta says.
For Aleta, the most fulfilling aspect of farming is the connection with the land. “Each day the sky is different. The birds and the wind have secrets to tell, the flowers smile at me, and the plants share their unique gifts,” she reflects. This deep relationship with the Earth is what drives her passion and resilience. “Plants are so generous and resilient. They are good reminders of how I want to live.”
As we celebrate Beet Generation Farm this month, we encourage you to visit Aleta and Andrew at the market, learn more about their journey, and enjoy the delicious, nutrient-rich produce they bring each week. Their story is a testament to…
SANTA ROSA ORIGINAL FARMERS MARKET
P.O. Box 3148, Santa Rosa, CA 95402
707-596-8553