A Home for the Makers

We first profiled Pasadena woman Catherine Welch in our May/June 2021 “Real Estate Expert” column. Now, she’s launched a new venture: a neighborhood market that offers a mix of farm-fresh produce and small-batch favorites.

Hang with food-industry folk and it won’t be long until someone says “brick and mortar.” This qualifier of micro-food businesses reveals the temperature of the people behind such companies: whether they are in conquer-all mode or enjoying the ride. Small, maker-owned labels cycle as needed from pop-up to farmers market and, sometimes, to a storefront. The companies may have Instagram handles only (no website), connecting with customers in real-time fashion about what they’ve made and are selling that very day.

Now those companies have a cool aunt in town with an open-door policy. Windrose Provisions—among the Shops at Mission Village in San Marino—is a new local grocer from Pasadena native Catherine Welch, focused on building relationships with our region’s best and smallest food makers, to the benefit of us all. And dare we describe how it all came together as (ahem) organic?

This is the same Windrose as the famous farm in San Luis Obispo County—the decades-long regular and chef favorite at the Santa Monica Farmers Market, a direct supplier to two-Michelin-starred Melisse, plus Damian, Sqirl, Hatchet Hall, and many other top L.A. restaurants. Now, stepping up to the plate with a brick and mortar of its own, Windrose leans into its ethos of selling excellent, intentionally made foods and building community.

Like the cult-followed companies it stocks, the shop uses its social handle, @windroseprovisions, to tell you which fresh-made @mortandbettys sandwiches and salads by chef @austinboos are in the cold case today. Follow to learn daily flavors of @626hospitalitygroup ice cream and whipped @social_hummus, made by visual artist turned entrepreneur Talia Shipman Englander (each tub is a work of art). Or find out about upcoming pop-ups, workshops, and events. And you can just stop by any day for milk and eggs (and impulse buys).

Open 10 a.m. to 6 p.m. at 2571 Mission Street. There’s no website to share just yet.

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