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Denio’s Roseville Farmers Market was founded in 1947 by Jim and Marilee Denio. It began small, with a single individual selling produce near the Southern Pacific Railroad Yard. Before long, the Saturday “Auction” by Mr. Denio became the main highlight at Denio’s. Soon, other vendors began to rent space from Mr. Denio and sell their products. In time, th
e Farmer’s Market developed into a local Saturday event. As word spread throughout the valley and foothills, other sellers of all types of commodities became a part of the Farmer’s Market. By the early 1960’s, Denio’s was known as the largest, cleanest and most efficiently run Farmer’s Market, Auction and Bazaar in California. In the 1960’s, Denio’s grew in size and reputation, but remained open only on Saturdays. It wasn’t until 1969 that Sunday operations were implemented. The 1970’s and 1980’s saw an influx of weekend vendors selling all types of merchandise. To accommodate these people, a portion of the sales lot was reserved for them to set up and sell directly from their vehicles on a daily basis. Built around the idea that an open air market provides the opportunity for a seller to operate a retail business in a high traffic area with the lowest possible overhead costs, and in turn, to pass those savings on to the customers, it is the primary goal of Denio’s to provide our guests and vendors a clean, friendly atmosphere with the best possible service, unique products and great deals. We are dedicated to maintaining a relaxed, family-friendly environment, which lends itself to the mixture of the thousands of people who attend each weekend. Denio’s has always been a family-oriented venture. As the auction grew, so did the Denio family. Soon, Denio children and grandchildren could be seen working at the auction. In January 2000 Jim Denio passed away. Denio never stopped working to improve himself and his business. He knew the importance of family, honesty and hard work. Just as importantly, he appreciated each and every vendor and employee. He realized that they all had helped to make his business a success. Today, The Denio Family continues to carry on the business by maintaining the same values and traditions started by Jim and Marilee 74 years ago. With four generations of Denio's on hand and the fifth generation not far behind, the Denio Family is committed to offering you fresh produce and bargain merchandise for years to come.
