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Bob Polito of Bob Polito Farms sells oranges at the Westwood Farmer’s Market on Thursdays a

Amid a bustling day at the Farmers’ Market is an elderly yet lively Italian man yelling, “Get your strawberries! It’s strawberry time – no chemicals!”

It isn’t just the fresh crop of strawberries attracting shoppers to his tent, it’s the good-natured demeanor displayed by this man which is characteristic of the entire market.

But with the opening of Ralph’s Supermarket last year and the recent addition of Whole Foods Market to Westwood Village, some question the effect these new stores will have on the Farmers’ Market.

According to Steve Whipple, the Village farmers’ market’s assistant market manager, the competition isn’t really any competition at all. In fact, he sees it as being more of a synergy than a rivalry.

“We haven’t really noticed any decline in sales. We have what they don’t have and vice versa. It’s a good partnership,” Whipple said.

With the homey atmosphere and wide selection of produce provided by the market, vendors say they aren’t threatened by the supermarkets in the surrounding area and argue that the recent resurgence of supermarkets can attribute their success to the Farmers’ Market.

“It all works hand in hand; the bigger companies get upset because we’re here,” said Matthew Price, a vendor for the California Specialty Produce. “They wouldn’t be here if it wasn’t for us. More or less, we’re showcasing for them.”

The Farmers’ Market, situated on a small stretch of Weyburn Avenue extending from Westwood Boulevard to Tiverton Avenue, displays an assortment of locally grown fruits, vegetables and flowers. In addition to produce, the street is also lined with arts and crafts, homemade jam and an appetizing selection of prepared snacks. Touching off the ambience is music by jazz band the Inner Citi Romynce.

With more than 70 participating vendors, the Farmers’ Market has been successfully operating in Westwood Village for more than eight years.

The market can trace its roots to two UCLA graduates, Joseph Fahey and Aaron Shapiro and their former employer, Tom Carol, director of the Westwood Village Management Corporation.

After noting the success of the Farmers’ Market in Santa Monica and in an effort to revitalize the village, the three decided Westwood would be an excellent location to open a new market.

With the help of the Southland Farmers’ Market Association, the Farmers’ Market opened on June 6, 1994. After managing the Farmers’ Market the first year, Fahey stepped down and handed the position to the current manager, Shapiro.

Starting with only a couple dozen vendors, the market has grown beyond the expectations of the founders.

“After the first year, the market grew by leaps and bounds; I’m really proud of what we’ve done,” Shapiro said.

As a former UCLA student, Shapiro said the history of Westwood Village is rich in markets and should welcome new arrivals.

“Westwood used to be supermarket central because there has always been a tremendous demand. When I was a student, all we had was Breadstix,” Shapiro said. “I’m glad that we now have Whole Foods.”

On the street that houses the Farmers’ Market every Thursday from 1 to 7 p.m., students, professors, businessman and various members of the community wander among the vendors, picking out fruit, sitting at tables listening to the jazz band and eating or conversing while standing in line.

“It isn’t just a place to shop, it’s a place to hang out,” Whipple says.

Students who are drawn to the Farmers’ Market also find it serves a unique purpose.

“I think it’s a nice friendly environment. Whereas Whole Foods is indoors, here you feel like a farmer. It’s the outdoor environment that brings me here,” says Naren Chelian, a first-year dental student.

Tom Weisner, a professor of Anthropology at UCLA has been coming to the Farmers’ Market for a number of years.

“They have delicious fruit. It’s also close to work and I like to encourage the farmers who bring their produce here,” Weisner says. “It’s a nice experience; the outside shopping has a great atmosphere.”

Steven Fukumoto, a flower vendor for Sunrise Ranch, thanks the students for his success.

“The success is in the students. You always see new kids every year and the old kids keep coming back.”

Fukumoto said he isn’t worried about Whole Foods Market.

“You get a different clientele. Most of the people, if they can’t get it here, go to Whole Foods Market,” Fukumoto says. “The difference is that most of the stuff here is locally grown.”

Many of the vendors have been here for a number of years. Whipple said it’s the loyalty and unique relationship they have with the vendors that contributes to the success of the market.

“It’s a testimony of the market on the relationship we have with the vendors. It’s not just about the business,” Whipple said.

The vendors share the same sentiment.

“I’ve been here since 1994, and I’m planning on staying here forever,” Fukumoto said with a grin.