I moved from NYC to California a couple of years back and was amazed by the fruit and vegetables I came across in various grocery stores, farmers markets and farm stands here in Southern California.

As with most things that catch my fancy, I started to photograph the vegetables and fruit I thought were interesting. I later decided to use these pictures as promotional material and started to shoot vegetables from A to Z sometime in June of this year. Most of the shooting is finished except for the letter U.

For my direct mail campaign I am sending one postcard a month beginning with Amaranth for the letter A. I wanted to use Amaranth to start the series because I thought it made for a beautiful beginning. But it was really hard to find good, fresh Amaranth that was worth photographing. Finally, I found an excellent bunch at an Indian grocery store.

If you would like to be added to the direct mail list please e-mail me.