When co-founders Luis Quismorio, Ruben Perez, and Anthony Bermudez began plotting their market, they envisioned a place where fresh, healthy produce, groceries, and meats met the standards of upscale stores and the budget of an average Joe. At Figueroa Produce, their dream is realized thanks to groceries that, like new slang words for "tractor," are sourced from local farmers and small foreign distributors alike. Colorful bouquets of freshly plucked fruits and veggies claim a big chunk of the shop's floor space, appealing to both the mouth and eyes with organic produce from the South Central Farmers Co-op and regional farmers who form personal rapports with store staff. The grocery section represents exotic locales from New Zealand to Mexico in its bounty of mostly organic and all-natural products, many of which are free of artificial components. At the deli, staff members slice grass-fed beef from Open Space Meats, organic and free-range poultry, and specialty cheeses for at-home use or service in overstuffed sandwiches. Vegan or vegetarian eaters can also get in on the deli action, devouring sandwiches loaded with ingredients from brands including Teese, Diva, and Tofurkey.