Founded in 1956 by Felix and Eleanor Marso, Valley Farm Market has been a fixture in San Diego for nearly seven decades, spanning three generations of family ownership. The Del Mar outpost becomes the company’s third location, joining its original Spring Valley store and its La Jolla market near Windansea Beach. The expansion fulfills a plan first revealed in 2023, when Valley Farm announced its intention to anchor the ground floor of Del Mar Plaza with a full-service market and complementary eatery.
Today, the Del Mar store reflects the evolution of the brand under third-generation owner Derek Marso, who returned to San Diego after a football career that included time with Kansas State University and the San Diego Chargers. Under Marso’s leadership, Valley Farm has modernized its offerings while maintaining the core principles established by his grandparents, including in-house craftsmanship, carefully sourced ingredients, and a strong connection to the surrounding community. That approach has earned Valley Farm BBQ citywide recognition in recent years while solidifying the market’s reputation as more than just a grocery store.
Inside the new Del Mar location, shoppers will find Valley Farm Market’s full lineup, including a traditional butcher counter offering USDA Prime and specialty meats, fresh sustainable seafood, and a wide selection of local and organic produce. The market also carries its well-known house-made items such as Imperial carne asada, pollo asado, beef tallow, artisan jerky, and signature seasonings, along with prepared foods, hot coffee, and fresh smoothies designed for both quick stops and full grocery runs.
Opening alongside the market is High Marea, a new Baja-inspired concept that reflects the same philosophy applied to a fast-casual setting. The restaurant focuses on fresh seafood and coastal flavors while committing to a specific cooking method: every dish is prepared using tallow, with no seed oils used anywhere in the kitchen. The menu features tacos served on heirloom organic corn tortillas, ceviche verde, seared ahi, spicy poke, and a grass-fed Sonoran ribeye, along with shareable plates like elote and tallow fries topped with baby jack cheese, salsa, and arrachera steak.
According to Marso, High Marea was conceived as a natural extension of the Valley Farm ethos, pairing ingredient transparency with approachable coastal food in a format suited to Del Mar’s beach-adjacent lifestyle. Together, the market and restaurant are designed to serve both residents and visitors looking for high-quality food options without sacrificing convenience.
The grand opening took place Saturday, January 10, with Valley Farm Market opening its doors in the morning, followed by a ribbon-cutting ceremony and the debut of High Marea later in the day. The opening marks the end of a lengthy development timeline that began before the pandemic and navigated construction delays, shifting retail conditions, and evolving consumer expectations before finally coming to fruition.
With its doors now open, Valley Farm Market’s arrival in Del Mar represents both a continuation of a long San Diego food legacy and a new chapter for Del Mar Plaza, adding a locally rooted alternative to national grocery and dining brands in one of the region’s most prominent coastal corridors.
Valley Farm Market and High Marea are now open at 1555 Camino Del Mar in Del Mar. Both businesses began serving the public on January 10, 2026. For more information, visit valleyfarmmarkets.com.
Originally published on January 10, 2026.
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