Ethnic

Mom & Pop Markets - the best way to shop

For me, one integral aspect of the joy of cooking, and eating, is the part that comes before. Finding that perfect recipe, or honing in on that dish that’s going satisfy the craving you’ve been having for days, is where the fun begins.

Then comes the part where you write the list and set out to get your ingredients.

I am not a huge fan of supermarket chains. I understand their necessity for things like Kleenex and band-aids. But for other things - the important things, the food, their cold impersonal nature, their hermetically sealed meats and cheeses, their slicked up veggies and perfect fruits just leave me feeling, to put it mildly, underwhelmed.

What I love about visiting and shopping in New York City, Rome or Paris are the small neighborhood stores. They’re personal, the food is lovingly picked out and placed on the shelves. There are no glaring fluorescent lights, no sounds of “ping, pinging” as food is “scanned” through a computer system. Shopping in these kinds of places is a much more intimate affair.

The Valley, for the past 20 years has gotten a pretty bad rep. And I’m not saying some of it isn’t deserved. But there is a incredible ethnic diversity here, and some great mom and pop markets to to serve that population. Once I started paying attention, I found there were some such gems, right under my nose.
I’m definitely on a hunt for more, but for now, here are some of my favorites.

Valley Produce
18345 Vanowen St. Reseda, CA 91335

There is one in Reseda and one in Simi Valley. This is a place where you can find unusual fruits, nuts and veggies for unbelievably cheap prices. They had the not unusual russet potato on sale for 10 cents a pound not too long ago. Hello!?

Their ethnic offerings are also, as my boyfriend and cook Todd would say, off the chain! You want Indian, Mexican, Middle Eastern, Vietnamese? You will most likely find the ingredients you are looking for.

Their meat and fish counters are crazy (in a good way) with every part of every animal you might like. If you are into trying the more “unusual” bits and parts of a creature, you will be in heaven.

Cheeses are limited, but Feta is $3.99 a pound, about half what you’d pay at a major chain. Although, for my day to day cheese purchases I still think Trader Joe’s is a pretty good bargain.

A few caveats: it isn’t always as spotless as one might like (more of a Farmers Market kinda feel), there are no oiled up fruits and veggies at this place, a good thing in my estimation, so you’ll have to pick and choose amongst the piles and it’s beyond busy on the weekends - be prepared.

But if you are an adventurer in the kitchen - go for it!

Vallarta Supermarkets

This isn’t exactly a “mom and pop” place, it is a larger chain, but, you may have overlooked them, and that would be a shame.
I love some good Mexican food - grilling up a little Carne Asada con todo on the weekend is all good by me. I’ve driven by Vallarta’s Markets for years but finally stopped in a month or so ago. Mariachi music pumps from the speakers to accompany you while you shop.

Produce? Check! There are inexpensive peppers and chilies of every kind imaginable. Lemons, plantains, yucca and more are also there in all their glory. You want jalapenos? You’ve got about 10 brands to choose from. The meat and fish are of great quality as are their pre-made offerings - like pickled carrots (the spicy kind, yum!) several kinds of salsa and guacamole.

There there is the Taqueria - Oh yeah. So far we’ve only picked up a bag of their “hot off the presses” corn tortillas, but if you don’t want to cook you can buy a huge variety of hot food - carnitas, tortas, enchiladas, you name it.

It’s not a place I shop for coffee, dairy, paper products - but when I get the itch to cook Mexican it’s the only place I’ll go. Besides they offer shuttle service so the ladies can come and do their shopping - how stinkin’ cute is that?

Find A Vallarta Near You

Tarzana Armenian Grocery and Deli
18598 Ventura Blvd. Tarzana, CA 91356

If you are hankering for some dolmathes, a little kasseri cheese or maybe some hummus then look no further. This small market has a good variety of Middle Eastern ingredients but most people come here (some from OVER THE HILL) to try their freshly made sandwiches and salads.

Q Market
17259 Vanowen St. Van Nuys, 91406 Phone:
818.345.4251

Hankering for some Turkish Delight? This is an interesting little Middle Eastern Market. From my limited understanding of the regions represented in this market, there is a Kosher section and a Halal section. Halal is food that is “permissible” by strict Islamic standards and Kosher is the same for Jewish standards.
In any case, the market has some really interesting and unusual Middle Eastern ingredients. Don’t let the scruffy exterior scare you away - it’s well kept inside.

Domingoes Italian Grocery
17548 Ventura Blvd. Encino, CA 91316
818.981.4466

Pancetta from Domingoes…Yum.

This is one of those places I’ve driven by, literally, hundreds of times. When I first walked in the other day, I almost kicked myself for having missed this hidden gem for so long. I just returned from my first trip to NYC. One of our favorite things about the city, was among other things, the little markets we lingered in while in Little Italy. Tucked away, with goodies galore, they seem to be waiting for you to find them. Domingoes, for me, had a little bit of that vibe, right here in the big ‘ol Valley. I picked up some pancetta, some great Italian cookies, and then spent a half an hour drooling over their spices, oils, wines, and yes, freshly baked bread. They have a full service deli making sandwiches and other goodies, definitely on my list of “things to do.”
I may have missed this placed before, but I’ve found it now, and I’ll be back!

It excites me to discover my part of the world in a whole new way, looking for those places that, sadly, may go unnoticed. I’m done doing my shopping at some big, cold chain store. For me, the independently own shops are the way to go.

By Erinn (see more of her posts). You can find more of Erinn's writing at her own website Sunday Dish.

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