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Table of Contents Dedication • 4 Foreword • 6 Introduction • 8 The Roots & Stem • 12 The Gills • 18 The Cap • 24 Conclusion • 28 Works Cited • 30 2
Dedication I dedicate this book to Toby Garrone who has introduced me to the world of mushrooms. I would also like to dedicate this book to my Mother and my Father who have given me the gift of work ethic. And, thanks to Matt for his design experience.
4
Foreword The day my mother brought me to the Farmers’ market was the first time I got to experience the love of food coming from family-owned businesses. It wasn’t the rushing people bumping into me that made me love the farmers’ market: it was the unique experience at each individual 6
this book, I hope to answer these
many stands full of vegetables and fruit,
questions for you along with many
but the one stand that caught my atten-
other questions. I believe that the pur-
tion was the mushroom stand.
pose of this book is to not only inform
I walked up to the stand. I didn’t
people on the company itself, but to
hear the crowds around me or the
get people to start buying from family-
people pushing up against me. All I
owned businesses.
could see were the intricate details on
The Shiitake mushroom is split up
the Shiitake mushroom and the fra-
into three parts: the roots and stem,
grant smell. I just wanted to try all of
the gills, and finally the cap. Each part
the different mushrooms at the stand,
of the mushroom is just as important
and it was at that moment that I knew
as the other, just like each person that
mushrooms would be a part of my life
makes up the company. You’ll notice
forever.
that each chapter is named after each
How did the company come about?
Foreword
stand. I looked around me and saw so
part of the mushroom. I made this sty-
How is their business unique from all
listic choice to give my paper a meta-
of the other businesses? While reading
phorical unity.
7
Introduction Imagine you are at your local grocery store. You walk by a very big variety of fruits and see a sign that says, “Fresh, crispy, apples.� You grab a plastic bag and start filling up your bag because you think that these red Fuji apples are going to be exactly what the sign says, fresh and crispy. You bite 8
Introdution
into one of the apples and a waxy coating fills your mouth and instead of experiencing crispy, you experience a soft foamy texture. Most people think that because the apples are coming from the grocery store, the apples are going to be healthier for you. There is a common phrase, “An apple a day keeps the doctor away,” but the truth is eating an aple a day from a grocery store could possibly result in you visiting a doctor every day. People all
delay the ripening of apples by spraying them
over the world go to the grocery store almost
with gasses that will keep them fresh for up
every day. How many exactly? Nobody really
to six months before they hit the shelves. SIX
knows because the amount of people that go
WHOLE MONTHS! (Renton) This is exactly
to the grocery store increases each day. Food is
why the Farmers’ market is the best place to
and will always be vital to people.
buy fresh produce. The Farmers’ market is full
But if people truly knew the route the apple
of many vendors which supply everything your
on the shelf took from point A to point B, no
heart desires, from flowers to ice cream. Far
one would buy the apples off the shelves of
West Fungi does this especially well. Customers
supermarkets. In reality, industrial growers
of Far West Fungi are buying the freshest 9
Top: Shiitake growing room. Lower right: Kyle and John Garrone in Shiitake growing room.
10
ing fills your mouth and instead of experiencing crispy, you experience a soft foamy texture. Most people think that because the apples are coming from the grocery store, the apples are going to be healthier for you. There is a common phrase, “An apple a day keeps the doctor away,� but the truth is eating an aple a day from a grocery store could
Introdution
into one of the apples and a waxy coat-
possibly result in you visiting a doctor every day. People all over the world go to the grocery store almost every day. How many exactly? Nobody really knows because the amount of people that go to the grocery store increases each day. Food is and will always be vital to people. But if people truly knew the route the apple on the shelf took from point A to point B, no one would buy the apples off the shelves of supermarkets. In reality, industrial growers delay the ripening of apples by spraying them with gasses that will keep them fresh for up to six months before they hit the shelves. SIX 11
The Roots & Stem Toby and John Garrone started to sell big white button mushrooms, small white mushrooms, and open-cap white button mushrooms at the Saturday Alemany Market in San Francisco for a friend. When I asked Toby how the farm began, she giggled to herself: “We got more involved with that farm 12
with their daily jobs. When I asked Kyle to de-
and eventually I quit my job and John quit his
scribe the process of growing the mushrooms,
job and we came together...” Since then Toby
he laughed and said it would take a pretty long
and John have brought up their children and
time to explain.
their children’s friends at the Farmers’ market.
He said, “We first start out with the raw ma-
They have also opened up a store at the Ferry
terial, our raw material is red oak sawdust. We
Building in San Francisco, which has done im-
add rice bran and depending on what species
mensely well. They have built their children’s
of fungi, we’ll add a calcium supplement, which
lives around the world of mushrooms, so it was
is either oyster shell flour or gypsum. We mix
not a huge surprise when some of their chil-
that all together in the large mixer and we
dren went into the mushroom business. Kyle Garrone is Toby’s son and he
The Roots & Stem
and more involved with exotic mushrooms
is the production manager at the farm, which basically oversees the farm. He makes sure the farm is producing enough mushrooms and that everyone is on track 13
Top: Steamer. Lower left: Red oak sawdust. Lower right: Rice bran
14
and more involved with exotic mushrooms
oversees the farm. He makes sure the farm is
and eventually I quit my job and John quit his
producing enough mushrooms and that every-
job and we came together...” Since then Toby
one is on track with their daily jobs. When I
and John have brought up their children and
asked Kyle to describe the process of growing
their children’s friends at the Farmers’ market.
the mushrooms, he laughed and said it would
They have also opened up a store at the Ferry
take a pretty long time to explain.
Building in San Francisco, which has done im-
He said, “We first start out with the raw ma-
mensely well. They have built their children’s
terial, our raw material is red oak sawdust. We
lives around the world of mushrooms, so it was
add rice bran and depending on what species of
not a huge surprise when some of their children
fungi, we’ll add a calcium supplement, which is
went into the mushroom business.
either oyster shell flour or gypsum. We mix that
Kyle Garrone is Toby’s son and he is the production manager at the farm, which basically
all together in the large mixer and we fill these little bags, which you know, are about this size. 15
16
lives around the world of mushrooms, so it was
and eventually I quit my job and John quit his
not a huge surprise when some of their chil-
job and we came together...” Since then Toby
dren went into the mushroom business.
and John have brought up their children and
Kyle Garrone is Toby’s son and he is the
their children’s friends at the Farmers’ market.
production manager at the farm, which basi-
They have also opened up a store at the Ferry
cally oversees the farm. He makes sure the farm
Building in San Francisco, which has done im-
is producing enough mushrooms and that ev-
mensely well. They have built their children’s
eryone is on track with their daily jobs. When
The Roots & Stems
and more involved with exotic mushrooms
17
The Gills When you flip over a mushroom. You see a linear texture and when you run your fingertips over it you feel a slight fuzzy texture. This interesting thing you see is called a gill. Most people think the gill of the mushroom is just another part of the mushroom and does not satisfy anybody. But 18
my co-workers shine light onto my life in many
the mushroom would not be able to reproduce.
different ways. Sean Garrone helps me become
They are the main foundation in making new
more friendly with the customers and gives
mushrooms grow in the wild. The gills are
me excellent knowledge on ways I can tell my
made up of millions of spores to be soon car-
customers to cook the different types of mush-
ried away by the wind and land somewhere
rooms. Robbie DeSanto helps me view the little
where the spore could start growing a new
things in my life differently. Morel helps me
mushroom. Far West Fungi provides many
bring out who I truly am and last but not least,
varieties of mushrooms and has almost become
Toby Garrone. She has basically become my
taken over by the children of Toby and John
second mom. She provides food for me at the
Garrone. Without the children helping run the
markets and cares about me immensely, ask-
company, the company wouldn’t be in as stable
ing how my week has gone, making sure that
a state as it is in now.
everything in school is going okay. Knowing
“But we felt a part of that family. Being a
The Gills
the truth is, without the gills on a mushroom,
that my co-workers care about me so much, I
part of a working family-not just your own
start to have an emotional connection with the
family, but a family of people you’re working
company. I want to make sure the company is
with, in order to support themselves...if they
doing its very best in serving their customers,
do well, you do well. If you do well, they do
the products we are giving out, and the per-
well” (Spector 203). I have been working for
sonal connections with the customers. I have
Far West Fungi for about four years now. Ever
experienced working at a non-family business
since I have joined the Far West Fungi family,
and it is completely different. I honestly didn’t
they have welcomed me with open arms. All of
care about what company I was working for or 19
the truth is, without the gills on a mushroom,
they have welcomed me with open arms. All of
the mushroom would not be able to reproduce.
my co-workers shine light onto my life in many
They are the main foundation in making new
different ways. Sean Garrone helps me become
mushrooms grow in the wild. The gills are
more friendly with the customers and gives
made up of millions of spores to be soon car-
me excellent knowledge on ways I can tell my
ried away by the wind and land somewhere
customers to cook the different types of mush-
where the spore could start growing a new
rooms. Robbie DeSanto helps me view the little
mushroom. Far West Fungi provides many
things in my life differently. Morel helps me
varieties of mushrooms and has almost become
bring out who I truly am and last but not least,
taken over by the children of Toby and John
Toby Garrone. She has basically become my
Garrone. Without the children helping run the
second mom. She provides food for me at the
company, the company wouldn’t be in as stable
markets and cares about me immensely, asking
a state as it is in now.
how my week has gone, making sure that ev-
“But we felt a part of that family. Being a
20
erything in school is going okay. Knowing that
part of a working family-not just your own
my co-workers care about me so much, I start
family, but a family of people you’re working
to have an emotional connection with the com-
with, in order to support themselves...if they
pany. I want to make sure the company is do-
do well, you do well. If you do well, they do
ing its very best in serving their customers, the
well” (Spector 203). I have been working for
products we are giving out, and the personal
Far West Fungi for about four years now. Ever
connections with the customers. I have expe-
since I have joined the Far West Fungi family,
rienced working at a non-family business and
The Gills
it is completely different. I honestly didn’t care about what company I was working for or what kind of vibe I was givingoff to the customers. I, along with many of the employees, only cared about getting paid and how well the job looked on our resume. The Far West Fungi stand attracts a diverse group of people. Every Sunday people just come to look for a mushroom to cook with. Far West Fungi isn’t targeted to a certain race or gender. That’s part of what makes organic produce so unique; at the Farmers’ market it’s readily available for anybody. According to Spector mom and pop stores are important:
“I’m quite shy and don’t enjoy
“Mom and Pop stores…are about something
large crowds … but, working in a
big. They are important not only for food…but also providing us with intellectual stimulation, social interaction and connections to our communities” (Spector 4). By writing this, Spector is telling us that mom and pop stores are really important: they help shape who we are. Robbie
market with a lot of people … you kind of have to be sort of extroverted as to introverted.” — Robbie DeSanto 21
the truth is, without the gills on a mushroom,
“But we felt a part of that family. Being a
the mushroom would not be able to reproduce.
part of a working family-not just your own
They are the main foundation in making new
family, but a family of people you’re working
mushrooms grow in the wild. The gills are
with, in order to support themselves...if they
made up of millions of spores to be soon car-
do well, you do well. If you do well, they do
ried away by the wind and land somewhere
well” (Spector 203). I have been working for
where the spore could start growing a new
Far West Fungi for about four years now. Ever
mushroom. Far West Fungi provides many
since I have joined the Far West Fungi family,
varieties of mushrooms and has almost become
they have welcomed me with open arms. All
taken over by the children of Toby and John
of my co-workers shine light onto my life in
Garrone. Without the children helping run the
many different ways. Sean Garrone helps me
company, the company wouldn’t be in as stable
become more friendly with the customers and
a state as it is in now.
gives me excellent knowledge on ways I can tell my customers to cook the different types
22
of mushrooms. Robbie DeSanto helps me view
us to maintain a good relationship with and also to increase our production to keep meeting their needs.” — Toby Garrone
The Gills
“They are a priority for
The Cap The main part of the mushroom is the cap, which is made up of hyphae that are tightly interwoven into a solid mass. The solid mass is made up of vitamin D. Sunshine shines down on the mushroom and vitamin D is produced when the mushroom absorbs light. Toby is like the cap of the 24
computer, taking massive book keeping, Farmers’ markets are all day outside, driving the truck, opening up setting up selling the mushrooms going back to the warehouse unloading everything. By the end of the day its 4:30 or 5:00 PM and its six or seven days a week” (Gar-
The Cap
the time, taking phone calls, working on the
rone). Toby is busy basically everyday of the week and she doesn’t have days off to just relax, she is always on her feet and on the go, even though she is busy she manages the markets fabulously. She is always making sure the basket mushrooms are displayed beautifully and that her employees are happy and smiling. Describmushroom, she is tightly interwoven with the
ing how Toby interacts with customers is prob-
company and shines light onto the customers
ably the hardest thing. She knows exactly what
Everyday Toby wakes up early and either
the mushroom tastes like and how to cook each
goes to the warehouse to do bookkeeping and
mushroom perfectly. She understands the cus-
answer phones or heads to the Farmers’ mar-
tomers, needs and always picks out the perfect
ket. While asking Toby what her normal rou-
mushroom for the customer. She is always calm
tine/day looked like, a huge shock just filled her
and stress free no matter what is going on in
face. According to Toby her, “days are busy all
her life. Toby is like the perfect button white 25
Top: King Trumpets. Lower left: Portabellas. Lower right: Creminis.
26
with the company and shines light onto the customers Everyday Toby wakes up early and either goes to the warehouse to do bookkeeping and answer phones or heads to the Farmers’ market. While
The Cap
mushroom, she is tightly interwoven
asking Toby what her normal routine/ day looked like, a huge shock just filled her face. According to Toby her, “days are busy all the time, taking phone calls, working on the computer, taking massive book keeping, Farmers’ markets are all day outside, driving the truck, opening up setting up selling the mushrooms going back to the warehouse unloading everything. By the end of the day its 4:30 or 5:00 PM and its six or seven days a week” (Garrone). Toby is busy basically everyday of the
27
Conclusion Spector opens his book with a quote from an Italian proverb: “If you want to leave your footprints on the sands of time, be sure you’re wearing working shoes” (13). In other words, if you want to impact the world in some way, start working build up a company. 28
Conlcusion
Toby and John Garrone have done a miraculous job in following
this Italian proverb. They have come a long way from their first stand in Alemany, California, where they only sold white button mushrooms. Today, they sell ten varieties of mushrooms at multiple Farmers’ markets in the Bay Area and one store at the San Francisco Ferry Building. Their hearts are in the business they love and if you look closely, their working shoes are covered in red oak sawdust and rice bran. 29
Work Cited Center of Disease Control and Prevention. Department of Health and Human Service, 2013. Web. 30 March 2013. http://www.cdc.gov/nceh/clusters/fallon/organophosfaq.htm#entry DeSanto, Robbie. Personal interview. 1 March 2013. “Diet & Nutrition; Researchers find mushrooms are a natural source of ergothioneine.” Life Science weekly. 04 October 2005: 597. eLibrary. Web. 12 February 2013 http://www.elibrary.com Far West Fungi, Archival Photographs. n.d. San Fransisco. Garrone, Kyle. Personal interview. 09 March 2013. Garrone, Toby. Personal interview. 20 March 2013. Hoffman, Beth. Forbes. Forbes.com, 2013. Web. 30 March 2013. http://www.forbes.com/sites/bethhoffman/2012/04/23/five-reasons-to-eat-organic-apples-pesticides-healthycommunities-and-you/ Kuo, Michael. MushroomExpert.com. ÓMushroomExpert.com, March 2007. Web. 15 March 2013. http://www.mushroomexpert.com/agaricales.htm Renton, Alex. Mail Online. Associated Newspapers Ltd. 25 March 2011. Web. 25 March 2013. http://www.dailymail.co.uk/news/article-1370130/Jus-fresh-fresh-food-supermarket.html Spector, Robert. The Mom and Pop Store. New York: Walker Publishing Company, Inc, 2009. Print.
30