 |
| A thriving, robust farmers market is an asset to any community. |
Farmers markets date back to the beginnings of our nation. Often the
market was informal, simply a gathering of farmers who drove their team
and wagon to the town square and sold their excess produce. The historic
Soulard Farmers Market in
St. Louis is the oldest continually operating farmers market west of the
Mississippi River, dating to 1779. East of the Mississippi, there were
even older established markets in the East.
After World War 2, at the beginning of the
Baby Boom,
grocery stores sprang up in newly built communities and farmers markets
slowly faded away. But in recent years there's been a remarkable
resurgence of the farmers market model and many communities have
embraced and encouraged these markets in their area. It's evident,
though, as I travel around the country visiting markets, that not all
farmers markets share the same benefits. I've visited farmers markets in
many countries, as well, and all share most of the same elements of our
best ones in the U.S. I decided to make a list of what elements appear
to go into making the most successful farmers markets. My survey isn't
precise, it's simply my own observations based on visiting a lot of
markets in many states.
 |
| Water for vendors and visitors. |
First and foremost, the most important element I found in a
successful market, is how enthusiastically the city itself encourages
the market. I visited several small town markets and the ones that
struggled the most and had the fewest vendors, all voiced one opinion:
the city where the market was located was barely tolerated by the city
government. In some instances, the city had made finding space
difficult, insisting the market take the worst spots in town and
changing every year where vendors were allowed. Some small towns
required expensive permits. However, cities that offered encouragement
and welcomed the vendors, had the most thriving markets.
Here's my list of what it takes for a successful farmers market in a community:
1-
Encouragement from the city in the way of space for the market.
That includes simple things like giving vendors a predictable space,
year after year, where shoppers can find them and that is cordoned off
so that traffic doesn't present danger to shoppers. Having restrooms
open and available for vendors and shoppers is important. Vendors having
access to water, both drinking water and for watering their plants
during the hours they are selling, is equally important. It was
startling to see how many towns with struggling markets, closed their
restrooms on weekends, and wouldn't allow access to water. Making vendor
fees and applications simple and easy, is also important. When a city
tries to price the vendors out of business in the hope the market will
go away, is detrimental to all, including the city.
 |
| Market location and signs are important. |
2-
Help from the city with advertising the market, with city
businesses taking advantage of the increased traffic flow to the market.
Something as simple as letting the market organizers use the city
photocopy machine for flyers, can be a big help. Groups such as Rotary,
Lions, Elks and others, giving some encouragement can be vital, as well.
When civic organizations were involved and told their members about the
good things the market was doing for the community, it was always
helpful.
Some civic groups get involved in the markets with selling their
cookbooks, encouraging new members to join, such as art guilds and
neighbor-to-neighbor groups like Welcome Wagon, and find that farmers
markets are an excellent way to bring in new volunteers.
 |
| Wide assortments of produce entices customers, like these purple and yellow cauliflower heads. |
3-
Local businesses supporting the market, even in small ways. I
participated in a market last year set up on a town square. There were
about a dozen vendors with fresh produce 2 days a week. Within the
square were 6 restaurants and not a one of the owners or chefs ever
bought a single item. People who shopped there were seen by businesses
as "blocking traffic" and an irritation to the store owners rather than
seeing the increased traffic flow as an asset. (In one town I visited,
businesses put up signs on their entry doors, "Restrooms open only for
our customers" to prevent market shoppers from going inside).
 |
| A diverse population of races, age groups and education levels is a positive thing. |
4-
A diverse, multi-generational population. Retirement
communities and tourist towns seems to struggle the most with having
successful farmers markets. Farmers markets bring in younger,
well-educated shoppers who see the importance of local, often organic
food and want to support area growers.
 |
| Resting places for shoppers to rest and visit are important. |
Here are a few additional elements I found at recent markets that are also helpful.
Drinking fountains in the area, operational and turned on.
Seating areas for shoppers - this can be as simple as benches, walls, anything where shoppers can rest and visit.
Space and encouragement for entertainers. The market in Fayetteville, AR
(Tuesdays and Saturdays)
gives space on all 4 sides of the square for budding entertainers to
have an hour to play, sing, juggle, etc. Access to restrooms is
important, too. Encouragement for shoppers to bring their dogs, with
signs reminding people to clean up after their dogs gave opportunity for
shoppers to spend some time with their pets in a social setting.
 |
| Encouragement for young musicians to try out their craft. |
At one market I found the County Extension Office with a booth and
table, with garden insect displays and someone on hand to answer
questions about garden bug pests. I found the Humane Society with a
booth, and dogs on leashes, looking for adoptive homes for their
animals. Politicians, too, had booths to answer questions about their
platforms and meet prospective voters.
 |
| Shoppers of all ages. |
 |
| Humane Society introducing pets to prospective new owners. |
Allowing beverage and food vendors is important, as well. The
best markets I've seen, all had a coffee/beverage booth so shoppers
could linger and visit over a cool drink. Food sampling at the bakery
booth was allowed and the fruit vendors had little covered sampler
displays where you could taste apples, peaches, etc. before deciding to
buy the item.
 |
| Encouraging kids is just good business for any town. After all, they grow up to be your customers! |
 |
| This enterprising young man had his own booth, selling his marshmallow guns. |
Another important element was activities for kids. The best
markets that I visited, in California, Michigan, Texas, Kansas,
Oklahoma, Arkansas and Missouri, all had something that made it fun for
kids to come. Games, demonstrations, crafters who showed kids how to
make something, all made for a total family environment that made it fun
for everyone.
 |
| Vendors make it fun for people to shop with them. |
Farmers markets are here to stay. Some towns and cities struggle to have
a market. Memphis, TN, for example, has a small market given its
population, while Fayetteville and Bentonville, AR both have large and
thriving markets. Branson, MO, with 7 million tourists a year, struggles
to have more than 3 or 4 vendors and each year the market is in a new
location so it's almost impossible to find (even for us locals).
Springfield, MO has 3 thriving markets and is about to build a permanent
location for a market. Small towns across the Ozarks attempt to have
markets but the ones that succeed, all have the backing of the city, the
community and local businesses. It's exciting to see these markets as
they grow and become permanent parts of their communities.
 |
| Mark Cain of Dripping Springs Farm near Huntsville, AR sells cut flowers. |
Visit
my website to see the books I've written on herbs and gardening. It's salsa-making time, you might enjoy my
Sensational Salsas book this summer!
