San Diego Council on Literacy CEO Jose Cruz
(Courtesy of Victoria Wierig)
The San Diego Council on Literacy will be holding several events and activities at the San Diego Country Fair this year to help people of all ages, like the book lover above, embrace the joy of reading, the magic of storytelling, the wonder of imagination, and the empowerment of literacy.
(Courtesy of Kristie Bruce-Lane)
San Diego Council on Literacy (SDCOL) celebrating its 40th anniversary.
(Courtesy of SDCOL)
A lively chili-making demonstration will be among the activities held by San Diego Council on Literacy at this year’s San Diego County Fair.
(Catharine Kaufman)
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San Diego Council on Literacy CEO Jose Cruz
(Courtesy of Victoria Wierig)
For the 2026 season, the San Diego County Fair is serving up a different menu item in addition to the variety of foods, carnival rides, barnyard exhibits, musical events, jumbo-proportioned turkey legs and more.
Under the enchanting theme, “Once Upon a Fair,” the endearing summer tradition is taking a page from the San Diego Council on Literacy (SDCOL) by embracing the joy of reading, the magic of storytelling, the wonder of imagination, and the empowerment of literacy. Guests can skip through a fairytale land at the assorted exhibits, demonstrations, hands-on activities, and workshops exploring reading, writing, illustrating, and connecting through stories at the Del Mar Fairgrounds.
The literary focus nicely aligns with the mission of the SDCOL, which celebrated its 40th anniversary on May 1 and will continue to host literacy-based events throughout the county all year. CEO Jose Cruz is spearheading the effort at this crucial time, he points out, when nearly half of school-aged children in San Diego County are lagging behind reading standards as their attention spans endlessly compete with digital distractions of all manners. He sees this enlightening fair theme paired with a fun and festive environment as a wonderful opportunity to reach families who might not otherwise engage in mainstream literacy programs.
Cruz will appear at the Farm 2 U exhibit and stage inside O’Brien Hall on June 18, June 25, and July 2 at 12:30 p.m. There, the bean wizard will blend culinary theatrics with literacy awareness through a lively chili-making demonstration inspired by the organization’s former “Eat. Drink. Read.” celebratory campaign, a successful decade-long series that amalgamated food culture, tastings, and sips with reading advocacy.
To Cruz, recipes incorporate so much more than just ingredient and instruction lists. “When we think of literacy, we usually think only about reading,” he explains. “But literacy also involves math, comprehension, sequencing, and writing. Recipes require people to read directions, measure ingredients, follow steps, and even record family traditions.” Cooking, he says, can become one of the most accessible, universal, and enjoyable literacy tools for families. Parents can read recipes aloud to children, while children can practice reiterating these instructions, and households can bond around a shared (and delicious) activity that naturally strengthens communication and learning skills.
He also believes that literacy advocates should not always go by the book when it comes to creating ways to effectively engage modern audiences. “We live in a time where people expect to be entertained,” Cruz says. “We’re competing with gaming, streaming videos, social media reels, and phones constantly demanding attention.” And now he worries that Artificial Intelligence tools will jettison reading, researching, and writing skills in the performance of a myriad of tasks and may discourage people from practicing the repetition necessary for genuine learning. That concern makes innovative literacy outreach more critical than ever.
Currently, the council supports a network of 35 affiliated youth, family, and adult literacy programs offering free assistance in reading, writing, and math. And now creative events like the various fair demonstrations and exhibits bring the problem of illiteracy into public spaces and help remove the stigma surrounding it.
“For many adults, illiteracy has been treated like a secret,” Cruz says. “People spend years hiding it.” He points to the estimated 500,000 adults in San Diego County living at the lowest literacy levels quietly struggling with everyday tasks. By combining literacy with something welcoming and familiar like food, Cruz hopes to make the ticklish topic more approachable.
And what better technique than a play-by-play alongside a steaming pot of award-winning chili! From bold and robust Texas-style teeming with smoky ancho peppers and slow-simmered beef chuck to vegetarian versions packed with pinto and kidney beans, earthy mushrooms, and mildly tart nopalitos cactus pads. Cruz’s “Chiliteracy Chili” celebration turns reading into a culinary adventure.
Taking a playful cooking trip through the alphabet with an A-to-Z guide to chili-making ingredients and techniques — from aromatics and avocado oil to the Mexican xoconostle prickly pear and zesty toppings like fresh cilantro, pickled jalapenos, and shredded Pepper Jack cheese.
This chilihead promises equal parts storytelling, comfort food, and learning disguised as a fun challenge. And yes, Cruz admits, he still plans to chow down on an iconic turkey leg while soaking up the flavors of the fair.
Beyond the culinary performances, literacy-centric activities will be scattered throughout the fairgrounds. Check out “Tell Your Story” workshops where visitors are invited to write, illustrate, and publish their own fictional or autobiographical narratives; displays of the classic Golden Books that celebrate assorted young reader’s favorites; and hands-on activities featuring comics, graphic novels, and coloring books.
Bibliophiles can stroll through exhibits showcasing library lore that highlights the enduring enchantment of books, along with the Book Fair offering various genres of books for sale, such as mystery, sci-fi, and romance. Families can also enjoy special KPBS Kids’ events including, “Arthur” Day on June 14 based on Marc Brown’s beloved book series about a fun-loving aardvark, and “Clifford the Big Red Dog” Day on June 20, both featuring circle reading sessions and book giveaways.
This year’s fair shares the joy and transformative power of reading and writing with guests of all ages, while reminding them that literacy goes beyond classrooms and libraries. It’s swathed in treasured family recipes passed down through generations, amusing stories and anecdotes exchanged at holiday dinners and events, and daily conversations at random places with random people.
Even more memorable than the deep-fried novelties, farm animal meet-and-greet, amusement rides, and gargantuan turkey legs, is the simple yet precious gift offered to fairgoers this summer that will delight them for years to come – the game-changing power of words. Sure to spice up their lives!
For more information about the San Diego County Fair, go to sdfair.com or contact their administrative offices at 858-755-1161. For more information on literacy programs, go to Literacysandiego.org