Hollywood began its glamorous career as a farming community. Then in the 1880s, real estate magnate Harvey Wilcox and his wife Daeida began subdividing more than 150 acres of their property. Greg Williams, author of "The Story of Hollywood," says the Wilcoxes had to come up with enough names for all the new streets they were carving out of the old fig orchards.

"When they were grading the streets, they would sit down by their fig barn and figure out the names. There were these two little kids who lived in Holly Canyon. They would walk their way to Cahuenga, past their school which is on Sunset and Gordon, and they would walk past the Wilcoxes. And their names were Ivar and Selma."

Today, produce reigns once again – at least once a week at the corner of Ivar and Selma. That's the site of the Hollywood Farmers Market, every Sunday from 8 to 1.

(Airdate for this story: 9/9/07)