Meet John Brucato
Born in Italy on May 12, 1905, John Brucato moved to the U.S. when he was four. He spent his youth in Brooklyn, N.Y. and graduated from New York State Institute of Applied Agriculture in 1923.
Westward to California
Brucato moved to San Francisco in the 1920s, seeking new opportunities and a chance to make his mark. The vibrant and diverse community of San Francisco captivated him, but he also saw the challenges it posed to traditional farming. The disconnect between urban consumers and rural producers troubled John, as he believed that people were losing touch with the origins of their food.
The start of food activism
John Brucato had helped organize San Francisco’s Victory Gardens project, which encouraged planting plots across San Francisco (official figures counted 70,000 at one point) and a lush vegetable garden in front of City Hall. The war years were marked by agricultural labor shortages and food rations, in part because so many cannery workers had been enlisted, and these Victory Gardens both provided additional food and symbolized the community's commitment to the war efforts.
The first farmers' market
In 1943, it was illegal for farmers in San Francisco to sell directly to the public. Brucato had to combine a pair of loopholes, which allowed farmers to sell on an unused city lot, as long as they sold from the back of a farmer-owned truck. The first farmers’ market sold just two items, pears and apples, from a Sonoma County crop that was about to be destroyed. It was an instant sensation.
Move to Alemany
In 1947, the San Francisco Farmers Market moved to a new location on Alemany Boulevard, in the city’s Bernal Heights neighborhood. This vibrant farmers' market, with colorful muraled stalls and dozens of vendors, remains open today.
Reflecting on a lifetime of civic duty
“I was accused of being a communist,” Brucato told The Chronicle’s Dwight Chapin in 1980. “One guy even called me a lousy Sicilian communist — for selling directly to the people.”
Nearly a century of service
John Brucato passed in 2003, dedicating his life to his work and authoring several books. In addition to founding the San Francisco Victory Garden program and Farmers' Market, Brucato served 21 years as a manager in San Francisco Water Department and was an active member in the Sierra Club of San Francisco, chaired multiple citizen and community-focused committees, including the United Crusade for San Francisco City Employees, and was president of the Cow Palace.
- 1905
- 1920s
- 1940s
- 1943
- 1947
- 1980
- 2003
Understanding his impact and his legacy
John Brucato’s influence extended far beyond the market he founded. He was a tireless advocate for sustainable agriculture and the preservation of local food traditions. His efforts helped to spark a broader movement in California and across the United States, inspiring the creation of numerous farmers markets and the growth of the farm-to-table movement.
John remained actively involved in the San Francisco Farmers Market until his death in 2003. Today, the market stands as a testament to his vision and dedication, continuing to serve as a vital link between the city’s residents and the farmers who provide their food.
John Brucato’s legacy is one of community, sustainability, and a deep respect for the land. Through his work, he not only transformed the way San Franciscans accessed their food but also helped to shape the broader conversation about food systems and sustainability in America. His life’s work lives on in the thriving farmers markets across the country and in the renewed appreciation for fresh, local, and sustainably produced food.
