California Fresh Market, located in both Pismo Beach and San Luis Obispo is an outgrowth of the El Rancho Market in the Santa Ynez Valley which was opened by Helmut Holzheu, a German master butcher, in 1966. Today, we carry on the goal of providing area customers with incredible values and what we call “Hyperfresh and Hyperlocal.” Expect us to deliver a delicious selection of gourmet, organic, conventional, and freshly made products. We invite you to enjoy our coffee and juice bar, our deli and sushi counter, local wines and spirits, and the largest selection of craft beer in SLO County.