It's the quintessential cinematic depiction of a desert town. A full moon hangs low in the night sky, illuminating the barren landscape below. The ground is sparsely dotted with cactuses, the only plantlife in the vicinity, and somewhere in the distance, a forlorn wolf howls as a lone tumbleweed is blown about by an aggressive, intemperate wind.

If you think that cactuses and sagebrush are the only incarnations of vegetation capable of growing and thriving in a brutal desert climate such as Las Vegas, think again. Local farmers produce everything from peaches to tomatoes. The struggle, until now at least, has been creating a public relations campaign that would inform the general public of the bounty born of this so-called barren soil.