We Began Our Journey as a local Farmer’s Market vendor
From a farmers market tent to our first brick-and-mortar in 2019, Alfalfa was born from a shared love of good food and meaningful connection.
We’re a group of childhood friends from Hoboken who reunited after corporate careers, driven by one question: Why is it so hard to find healthy, high-quality food in our own neighborhood?
That question became our mission — to create a space where real food and real people come together. Alfalfa is about balance, community, and joy — values that shape everything we do.
Our Values & Vision
Our mission is to elevate everyday life through California-inspired food for intentional living
Our purpose is to inspire a more vibrant, nourishing, and optimistic way of living, rooted in California's spirit and the belief that how we eat shapes how we live.
Vision
A world where everyday nourishment brings more vitality, joy, and connection into how we live.
Values
- California Spirit > We bring the light, vitality, and optimism of California’s sun and soil into everything we create.
- Balance with Intention> We seek harmony in flavor, health, and the way we live, work, and feel.
- Elevated Craft > We care deeply about every detail, what we make and how it makes people feel.
- Build Belonging> We create moments that bring people together and nurture a healthier future.
What is 'Project Joy'?
At Alfalfa, we believe food has the power to do more than nourish — it can bring people together, uplift communities, and create lasting change. Project Joy is our commitment to that belief.
Every purchase is an opportunity to give back. We partner with organizations that share our values — championing vitality, belonging, and a healthier future for everyone. Today, that means supporting the JDJ Foundation and their work providing scholarships to high schoolers affected by cancer. Every chocolate sprinkle doughnut sold contributes $1 directly to that mission.
We're just getting started.
