With two locations in Oceanside and Vista, Frazier Farms serves the North County San Diego community. The markets specialize in offering top-notch groceries, local artisanal food products and service. Matt Frazier shares his thoughts on and insights to his family owned and operated business in the following interview.
JP
What are the names of your brothers and what roles do each of you play at Frazier Farms?
MF
I have two brothers, Alex and Nick Frazier. Alex oversees the bakery operations of both stores. Nick oversees the Seafood and Wine Departments. I oversee the Meat, Deli, Kitchen, and Juice bar.
JP
Please describe the evolution of your family business.
MF
My Grandfather started Frazier Farms in 1970. He grew it to five locations with stores in La Jolla, Santee, Pacific Beach, Rancho Bernardo and Escondido. Eventually he sold the business. My father Norman continued to work in the industry over the years which eventually led him to purchasing the Vista Boney’s market and running it as an independent. He operated that market as a Boney’s, Henry’s, and eventually, a Sprouts Farmers Market. We moved the store to its current location in 2005 and continued to run the market as a Sprouts. The new location was equipped with a large bakery and kitchen. Over time our concept moved back to the original Frazier Farms. We started making old recipes and making the majority of our items from scratch again. In 2006, we decided to return the store to the family name and Frazier Farms was reborn.
JP
How many people do you employ total?
MF
Between both stores we currently employ about 280 people.
JP
What are some of the more interesting local artisanal products that you sell?
MF
Our draft Kombucha is made up the street from our Oceanside location by Living Tea Brewing Co. We have a built a great relationship with Living Tea and even collaborated on new blends by providing them with our Frazier Farms organic orange and blood orange fresh pressed juices for several of their kombuchas and soon to come organic watermelon blend. Collaborating with them on flavors has been so much fun.
A new product, D’armond Family Cheesecake, has quickly become popular with our customers. They produce a vanilla, chocolate ganache and two rotating seasonal varieties. Right now, they are doing a rosemary-strawberry and butterscotch-chipotle. They are the best tasting cheesecake I have ever tasted. They also source all their ingredients locally, are sustainable and make everything from scratch.
We have also partnered our Organic Coffee bar with a company called Café Virtuoso. They roast our weekly coffee fresh to order in San Diego. They purchase the highest quality organic beans they can find and make delicious roasts that produce a world-class cup of coffee. We exclusively brew with their coffee in our juice bar, giving us an all-organic coffee program.
We also work with a company called Happy Pantry that produces fermented products and a large selection of sauerkrauts. They are made locally and delivered weekly. They are unique, delicious and make my favorite sauerkrauts around.
I cannot leave out El Nopalito Salsa. We have carried their items for years. The roasted red is hands down the best salsa around. I don’t think I am the only one with that opinion because we sell it like crazy.
JP
What types of products do you produce under the Frazier Farms label?
MF
We are continually working to add to the Frazier Farms private label. By the end of summer, we plan to reintroduce our new label for our California Olive oil and Vinegar lines. We sell canned tomatoes under our private label. We have a line of bagels that does well. Overall, customer favorites are the fresh squeezed orange juice that we juice at the stores and the pizza dough we make here.
Our bakery and Deli produce the majority of their products from scratch as well. Bakery favorites are our Trail Chews, house made granolas, bars, loaf cakes, and cinnamon rolls. Deli favorites are our assorted meatballs, healthy salads, pre-made meals and grab and go items.
JP
Which local organic farms do you work with?
MF
We purchase from Suzie’s Farm, Strawberry Hills, Dassi Farms and Blue Heron Farms. We also purchase from a large number of other local vendors that specialize in one to two types of vegetables. Many of these vendors we recognize by their name and are not necessarily recognized by a well know farm name.
JP
What do you do with expired grocery products?
MF
If really depends on the condition of the product but if it is safe for consumption, we donate to catholic charities through Feeding America.
JP
What are some of the programs that you have in place to recycle and upcycle?
MF
In efforts to reduce waste, we are actively recycling all our cardboard packaging products upon shipment arrivals. We also have in store recycle bins and are researching new sustainable packaging for future Frazier farm labeled products. We also encourage our customers to use reusable bags and offer a 5-cent credit per bag used.
JP
What’s on the horizon for Frazier Farms?
MF
In the immediate future, I am working on a menu refresh on the juice, smoothie, and coffee bar. I will probably follow that up with some new sandwich creations.
JP
Do you have plans for expansion?
MF
We are always looking for opportunities to provide a new community with healthy values and great quality food and products.
JP
Thank you for your generous sponsorship of this year’s Foodie Fest Encinitas that benefited the Cystic Fibrosis Foundation and plans to be involved in Foodie Fest Oceanside 2017. What other types of community events and or programs do you participate that give back to the community?
MF
Through our Vista store, we are involved in many of the events through Vista Chamber of Commerce: Strawberry Fest, Taste of Vista and the annual golf tournament that help benefit different causes.
I am also a board member of the Boys and Girls Club of greater San Diego. We sponsor their event “Evening of Changing Lives.” This year, I am chairing the auction committee and helping to gear up for another great evening that benefits greater San Diego children.
JP
How do you feel about Oceanside’s renovation and exploding restaurant scene?
MF
I think it is great. It has given the Pacific Coast Highway an exciting energy and many more great choices to have local drinks or get more innovative and delicious bites.
JP
What’s your favorite restaurant in town?
MF
With three kids, I don’t get out to eat much right now. However, when we were building our Oceanside store and a couple times after, we managed to enjoy Privateer Pizza. Their food and service has always been great. I have been hearing so many good things about all the new Oceanside restaurants and can’t wait to try more out.
JP
What’s your favorite food?
MF
I am a fan of all types of food. I love trying new things and exploring different cuisines.
JP
Where is your favorite place to hangout in Oceanside?
MF
I would have to say Goat Hill Park. They have done such a great job improving the property and overall experience.
