Cover Story Roadside marketing


Operators of four fruitmarkets share their experiences, why they think they have been successful and how they have overcome challenges. By Susan McIver


F


ruit markets have long been an iconic feature of the Okanagan. Over the years some have


prospered, a few for generations, while others have faded.


“We couldn’t have done it without our family,” said Sheila Paynter, 94, who with her late husband Henry established Paynter’s Fruit Market in West Kelowna.


The Paynters started selling fruit in 1952 from a plank placed across two fruit boxes.


Today, all six of the Paynters’ children and many of their grandchildren are involved in local agriculture. Granddaughter Jennay Oliver owns and operates the market, which has become an integral part of the community.


She took over the market in 2007 while completing her degree in aircraft maintenance engineering. “I’m pretty good at fixing tractors too,” she said.


Under Oliver’s leadership the market has grown in several ways.


In response to an increasing number of customers, she expanded and improved the market itself and added a picnic area adjacent to the orchard. “Attractive premises and a friendly atmosphere are important.”


“Jennay calls me the official greeter,” said Sheila, who can often be found in the market or leading orchard tours. Oliver also has increased the number of acres in production with emphasis on new varieties.


“A big challenge for me was learning how to select staff that will fit in well and are likely to return,” she said. Up to 90 per cent of her employees now come back each year.


To help staff feel an integral part of the business, Oliver has them involved in as many aspects as possible, starting with planting in the spring.


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“We include our employees in family events such as pizza nights and birthday parties. It’s important for them to know they’re appreciated,” Sheila said.


Oliver attributes much of the market’s increasing success to her having sharpened hiring skills and continuing the family tradition of making staff feel part of the family.


Her advice to anyone considering owning or operating a fruit market is to work in the business for several years and make sure they are willing to give up their weekends for six months a year.


SUSAN MCIVER


Debbie Sellwood, left, and employee Martha Headland proudly show the pies Debbie makes and sells at The Market in Summerland.


Debbie Sellwood and her family opened The Market in Summerland in 2009.


“Without really knowing it, we branded ourselves as a family-run business. That’s been a big factor in our success,” Sellwood said.


Each year more and more locals and tourists shop at The Market. Friendliness, cleanliness and quality are Sellwood hallmarks.


“Everyone is really sweet. I especially like it when people bring in their kids,” said employee Martha Headland, who has a smile for everyone.


Sellwood selects staff who will take pride in everything they do and are able to see themselves as part of the whole picture.


Several repeat out-of-town customers have told her they always stop at The Market because the washrooms are really clean.


The Sellwoods operate a few acres of orchard themselves and also purchase


British Columbia FRUIT GROWER • Fall 2014


produce from Okanagan farmers and Summerland home gardeners. “For several years we’ve bought blackberries and English cucumbers from an elderly gentleman. This year he brought us some extra plums he had,” Sellwood said.


Two recent additions to the family, Poncho the goat and Max the pig, which live at The Market, have become popular with children.


Operating a fruit market requires long hours of hard work.


“We call this our summer home because we pretty much live here during the season,” Sellwood said. Gian Dhaliwall of Oliver decided to start a fruit market because of her firm belief that it is good to keep children busy working with family.


In 2001, she asked her two teenage sons to build a large attractive market, which they did with the help of a friend on weekends and during school breaks. Dhaliwal opened Sunshine Valley


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