This past week, San Diego Magazine came to the Del Mar Plaza to shoot a feature on our newest grocery store, Valley Farm Market, and we’re taking you behind the scenes.
It wasn’t your typical morning at the market. Cameras set up between aisles, the crew moving quickly, and a lot of focus on the details you might normally walk right past.
Inside the shoot at Valley Farm Market
The shoot focused heavily on ingredients and sourcing, with Valley Farm Market’s founder, Derek, walking through how the market came to life. It’s a family-rooted concept, built around bringing high-quality meats, fresh produce, and specialty goods to the Del Mar community without cutting corners.
That focus shows up everywhere, but especially at the meat counter. It’s one of the first places the crew spent time filming, and for good reason. Everything is cut fresh, thoughtfully displayed, and handled by a team that actually knows the product. You can ask questions, get recommendations, and walk away with something you’re genuinely excited to cook.
There’s a level of care here that goes beyond presentation. It’s sourcing, relationships with suppliers, and consistency. The kind of things you don’t always see, but definitely notice.
How it Carries into High Marea
Right next door, that same quality carries straight into High Marea.
Also owned by Valley Farm Market, High Marea takes what you see in the market and turns it into something you can sit down and enjoy. The menu leans coastal Mexican, with dishes built around the same fresh meats and ingredients just steps away.
It’s casual in format, counter-service style, but still feels intentional. You can grab a table, order a few things to share, and stay a while with a glass of wine or a beer.
The idea is simple, but it works. What starts at the market ends up on your plate, prepared through recipes that feel rooted and familiar.
Stay tuned for the upcoming article in San Diego Magazine in their June edition.
