This is a Vintage episode from 2005.

William Walker of Jersey Fresh joins Mark Pascal and Francis Schott for a conversation about New Jersey agriculture, local produce, farmers markets, and why fresh food tastes different when it does not have to travel halfway across the country.

Why This Episode Matters

Jersey Fresh is more than a label. It is a long-running New Jersey Department of Agriculture program built to connect farmers, supermarkets, restaurants, and consumers.
William explains why “local” is not just feel-good marketing. Produce picked closer to ripeness often has better flavor, better texture, and a much shorter trip to the plate.
The conversation gets into the real economics of small farms: if New Jersey farmers cannot win on volume, they can win on quality.
Farmers markets, U-pick farms, and seasonal forecasts all become tools for helping families and restaurants eat better while keeping farmers on the land.
Mark and Francis make a strong case for treating Jersey tomatoes, strawberries, peaches, and farm stands like the seasonal treasures they are.

Banter

Mark and Francis cover stolen car seats in Jersey City, motorcycles with laptops in the saddlebags, and a glowing local newspaper article that names Francis “the mean one” and Mark “the rock.” The real question: after 70 hours a week together, who wouldn’t be?

The Conversation

William Walker explains how Jersey Fresh grew from a supermarket promotion into a broader effort to connect New Jersey farmers with restaurants, markets, and home cooks. The conversation covers farmers markets, U-pick farms, strawberries, tomatoes, peaches, and the simple reason local produce tastes better: it can be picked closer to ripe.

Mark and Francis also dig into the real challenge behind “buy local”: preserving farmland only matters if farmers can still make a living. Along the way, William offers practical advice on storing produce, including the all-important rule that tomatoes do not belong in the refrigerator.

Timestamps

0:00 – Jersey City car seats, motorcycle regret, and a local article about The Restaurant Guys
6:45 – Why local ingredients changed fine dining
8:30 – William Walker joins to explain Jersey Fresh
10:00 – Farmers markets, U-pick farms, and connecting people to local agriculture
15:00 – Why local strawberries, tomatoes, and peaches taste different
25:45 – Why tomatoes do not belong in the refrigerator

Guest Bio

William Walker was part of Jersey Fresh, the New Jersey Department of Agriculture program promoting New Jersey-grown fruits, vegetables, and farm products. In this episode, he discusses the program’s history, its work with supermarkets and restaurants, and its role in supporting local farmers.

Info

Jersey Fresh
New Jersey Department of Agriculture

https://www.findjerseyfresh.com/JerseyFresh

Link Home News article about RG from 2006

https://www.nj.gov/agriculture/divisions/md/prog/jerseyfresh.shtml

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Jersey Fresh, Local Farmers, and the Flavor of New Jersey | William Walker

The Restaurant Guys

Jersey Fresh, Local Farmers, and the Flavor of New Jersey | William Walker