The biography of a beautiful business -- and very entertaining! The Farmers' Market in Hollywood is herewith explored by one who knows all the interesting facts about its origin and its founder, one Roger Dahlhjelm, and his explosive ideas, the various producers who have businesses in the market, competitors and what happened to them, the market's own attempt to open a branch and its spectacular failure, their circus became an annual affair, the growth of their zoo, the truth of their first fiddling concert, and so on. Beck, advertising man for the market, gives an hilarious picture of the way in which the market grew, the odd personalities that have congregated there, movie personalities and their experiences in the market, achievements in supplying the public, and Dahlhjelm's irrepressible passion for trying something new. There are bits on cooking, wines, on the Wine and Food Society menus, on financial matters and family concerns. The book lays definite claim to local fame -- which -- as with anything out of Hollywood (particularly vouched for by H. Allen Smith) will be enhanced by a certain broadening of public appeal.