I came across this story idea after developing relationships with several local farmers in the area where I live (upper Hudson River Valley). I know Kenny, Rocco's son, and through Kenny I learned about the family's history and how they started farming by peddling vegetables on the street in the Bronx back in the 30's, 40's and 50's.

Sometimes when you're doing an interview there are little signs that you are getting "good tape". When I spoke with Rocco there were several of those moments and a big smile just spread across my face. I love how he talks about going "up and down the blocks, sun-up to sun-down", setting the scene. I also like how he characterized selling his vegetables wholesale as "taking a beating".

I would say that in general I am interested in farmers and farming. I grew up on a cherry farm and I relate to the lifestyle of working with the land and growing things...but honestly, I've never met a farmer in my life quite like Rocco. He's a funny guy, he's got that wonderful rich Bronx accent and he just has this very intimate knowledge of this unique chapter in the history of American farming.

I guess the "big picture" that this piece makes me think about is that...the new face of farming in the 21st century is kind of a throw back to traditional practices like growing a variety of crops and selling them locally, but its also about more then just bringing in the crop. It's also about being creative with marketing and finding new ways to bring your products to the customer.

I heard this story while driving home after my day of selling my farm products at the Portland Farmers Market in Portland, Oregon. This man, Rocco, has reinvented himself and that is what is saving him and what he is doing. We are not just selling our farm products, we are educating people about where their food is coming from and what it takes to get it to them.

This story was the perfect way to end the sales portion of my day, especially after meeting small farm/farmers market marketing guru Vance Corum at the market today.

I loved your interview with Rocky. He's quite a character and the genuine article. I remember when the Migliorelli's moved to town and Rocky was operating the dairy farm for his brother. I remember hearing that Rocky had worked to put his brother through medical school and the job at the farm was part of the payback.

I've long since moved from the area, but it always gave me a warm feeling that I was in touch with roots when I bought something from Rocky's stand at the World Trade Center. I'll bet there is another fascinating interview to be had with whomever was operating that stand on 9/11.