Tonopah Rob really wants the world to know about his natural fruits and vegetables.

"Everything is picked fresh the day before or made fresh the day before," he said. "People from Surprise and the Sun Cities, this is what they're looking for."

The farmer, whose real name is Rob Lazzarotto, decided to take a risk and open his Tonopah farm to outsiders in the form of an all-natural, food only farmer's market.

The result has exceeded his expectations.

"I used to sell in Prescott and all over Maricopa County at farmer's markets and I decided to quit and sell from my farm because too many people were complaining about the crafts," he said. "I decided to take a chance and open my farm to the public and we started to see about 60 to 70 people at first. Now on a slow day we'll see 400 to 500, but we see well over 1,000 on a Saturday."

Lazzarotto specializes in seasonal fruits and vegetables but has the help of about a dozen other vendors who sell their specialties - everything from homemade bread to naturally raised meats to homemade tamales and hummus.

"I do everything naturally, which is better than organic. I'm as natural as you can get. I do the bug warfare and I don't do the chemicals," he said. "I don't think I've ever had one person tell me that the food tastes bad."

Despite the distance from the Northwest Valley - Tonopah is about 45 miles west of Sun City West and his farm is south of Interstate 10 off of exit 103 - Lazzarotto said most of his customers come back once they've tasted the quality of the products available.

"You get what you pay for. I might be a little pricey but the food lasts for such a long time so you really don't waste anything," Lazzarotto said. "It is very much worth the drive because the food is great. We've had some other vendors who have tried to sell out here and if their product isn't good, they don't get the business. Ninety-five percent of people are people who come back."

One of those customers who keeps coming back is Barb LaGrow of Buckeye.

"I come here because he has different stuff and I know it is really healthy. He uses no pesticides or chemicals. Besides, Rob is a really nice guy. Coming here is like visiting a friend."

The market is open from about 8 a.m. to 2 p.m. on Saturdays, most months of the year, except for hot summer months. Times vary a little as the weather gets warmer.

Debit and credit cards are accepted. Lazzarotto encouraged shoppers to bring their own coolers and bags if they were planning to purchase a lot of food.

"I like the naturally grown, fresh produce. It is hard to find anywhere else," said Janet Sanders of Buckeye.

For more information about vendors, upcoming market dates and driving directions to the farm, visit www.tonopahrob.com or call Lazzarotto at 623-386-3033.