Jupiter Foods
With its strong commitment to transparency, local sourcing, and social responsibility, Jupiter Foods has become an integral part of the community fabric and a staunch advocate of the local foods system. “We Know Your Farmer” is prominently displayed on their website, and it’s no hyperbole. Visit this charming, European-style grocery store in downtown Petaluma and you’ll find baskets with small signs describing the fresh produce sourced from local farms (oftentimes fellow Farm Trails members): “Sustainably grown kale, Wingbeats Farm, Petaluma, 8.6 miles,” “Sustainably grown parsley, Yagi Sisters Farm, Sebastopol, 14.5 miles,” and so on. Rounding out its offerings are carefully sourced breads, pantry items, dairy, meat, and more, all providing more ways for customers to connect with the farmers and producers who feed them. In this Member Spotlight, we chat with founder Daniel Bleakney-Formby about his background and ethos, as well as his hopes for Sonoma County ag.
Jupiter Foods, 100 Petaluma Blvd. N, Petaluma | jupiterpetaluma.com
How did you get interested in start your business?
I first got into produce while working at Oxbow Market in Napa. It was a great gig that opened my eyes to the incredible diversity and quality of local food. I learned so much from the chefs who shopped there and from the small producers who supplied them. That experience planted the seed for what eventually became Jupiter Foods.
What do you do?
At Jupiter Foods, we bring the idea of “farm direct” to life. Before starting the shop, I was driving all over Marin and Sonoma, visiting farmstands and filling in at small independent grocers to find the best produce. The business grew out of that same spirit — connecting small farms with the people who want their food. We’re not farmers ourselves, but we’re a link in the chain that makes local food accessible and celebrated.
What do you find most rewarding about your work?
The connections. I love introducing people who I’ve always thought should know each other but hadn’t crossed paths yet — farmers, makers, and eaters alike. And there’s nothing better than hearing a customer take a bite of something we sourced and say, “that’s the best ___ I’ve ever had.”
What do you value about being a member of Farm Trails?
Being part of a larger farm community is huge. Farm Trails helps knit us all together, and it reminds us that our work is part of something bigger than just one store or one farm.
What are your hopes for the future of your business and/or Sonoma County ag?
I’d love to see Sonoma County agriculture continue to thrive in its diversity — small farms, specialty crops, heritage varieties, and all the creativity that makes this place so unique. For Jupiter Foods, the hope is to keep building relationships, supporting farms, and giving people the kind of food experiences that make them proud to live here.
What advice would you give to someone starting out in your line of business?
Stay curious and stay connected. This work is about relationships as much as it is about the product. Lean on your community, don’t be afraid to ask for help, and make sure you find joy in the process, because that joy comes through in the food.
Photos by Lisa Rose / The Farmers Photographer