ViewOn Business

by Elisa Eames

Fall is the most glorious season of them all, in my opinion, and it arrives accompanied by its own glorious weather, foods, and produce. The oppressive heat of summer wanes, the earth sighs in relief, and we get a few delicious, fleeting teases of the winter to come. Brilliantly colored leaves abandon their branches to become subject to the wind. And best of all, it’s harvest time for an array of mouthwatering fruits and vegetables. One of the best places to buy fresh, delectable produce in the southern Utah area is a first-class, family-owned stand called Frei’s Fruit Market, located just up the street from the Santa Clara City Offices on Santa Clara Drive.

Frei’s Fruit Market began as a table set up in the front yard of Landon and Wanda Frei in 1956. Their proximity to Old Highway 91 allowed them to sell apples to the many people passing through town. Theirs wasn’t the only fruit stand to pop up along the highway over the years, but decades later, it has proven to be the only one still standing (pun intended). Landon and the then 91-year-old Wanda passed the baton to daughter Vicki and son Bryce in 2007.

The remarkable longevity of this beloved market is at least in part due to the amazing dedication and values of the Frei family. The Freis have always believed in the importance of one’s heritage, hard work, family, and the valuable lessons to be learned from a life of farming. Loyal customers have also been instrumental in keeping the stand afloat.

Visiting the market is more than just stopping by to pick up some groceries; it’s an experience that will build fond memories and develop friendships. When customers arrive, they are delighted to find themselves at a genuine, working farm with down-to-earth farmers (also pun intended) right in the middle of the city. The relaxed, outdoor atmosphere and rural charm of the market space will enchant even hard to please patrons.

Customers may feel that they’ve stepped back in time to when things were simpler and people were friendlier. Chat with the farmers themselves under the cool shade of the grand, leafy trees that grow there. Tempted by a crisp, rosy apple or a soft, sun-warmed peach? Feel free to grab one—the Freis will help you wash it off so that you can enjoy it right there while you shop. Not sure how to pick the best of a batch of fruit or vegetables? The farmers are more than happy to give you pointers about what to look for and will even teach you how to “thump” a melon.

Upcoming is their annual pumpkin season. Beginning in mid to late September, families in search of the perfect jack-o-lantern gather at Frei’s to enjoy the newly-arrived spectacle of one-of-a-kind, large, stemmed carving pumpkins, smaller pumpkins, sweet pie pumpkins, and edible and decorative gourds (the selection of which varies each year).

These pumpkins are not the unremarkable sort that you find at grocery stores. Fresh from Delta, Colorado, they have been carefully cultivated to be unique and wonderfully uncommon, rather than blandly uniform for large-scale distribution. Their pumpkin farmers love what they do and have been doing it for years. And don’t miss the large, specially-curated pumpkin display that Frei’s puts together every year!

Opening Memorial Day weekend each spring and usually closing November 1 (depending on the weather), the market not only offers a tempting variety of freshly picked fruits and vegetables, but also homemade jams, jellies, pickles, and local honey.

The Freis themselves grow as much of their produce as they can; their own fruits and vegetables come from the farm that is right next to the stand, as well as from larger farms, orchards, and patches nearby. Despite this, however, they still sell significantly more than they are able to grow, so they bring in produce from northern Utah, Green River, Utah, and Colorado in order to keep up with demand and to avoid having anyone leave emptyhanded. And if they don’t have what you’re looking for, they may even be able to help you find something from another vendor. No need to visit them in person to ask questions; message them through Facebook or Instagram, or give them a call. They’d love to hear from you!

Frei’s Fruit Market is located at 2895 Santa Clara Dr., Santa Clara, UT, 84765 and is open Monday–Saturday from 9 a.m.–6 p.m. Visit them on Facebook (Frei’s Fruit Market) and Instagram (@freis_fruit_market) for updates, or call (435) 673-3835.