From an article in the New York Times:

“I don’t know if it’s going to be the youthful, happening Woodstock they want it to be, but it certainly has the potential,” said Corby Kummer, a food columnist, book author and Slow Food board member. “It will be a failure if it is only well-dressed people over 35 from the Bay Area treating it as if it’s another Ferry Plaza Farmers Market” — a reference to the place where well-fed San Franciscans and celebrity farmers chat over perfect peaches and soft, ripe cheese.