What were some unexpected hurdles? Our market is unique in our four
town health district. All our products are CT Grown or produced. We offer tasting samples and sell a wide range of foods. The residents who were familiar with farmers markets all had a personal vision of what we were. People assumed we were open on the weekends, for example, but we are an eve- ning market, open from 4-7 pm on Thurs- days. Many looked for us on the town green. Others thought we only sold fruits and vegetables, forgetting that raising animals for dairy products, meat, eggs, and even soap is farming too. Still more hadn’t thought about buying seasonal food on a weekly basis.
Few shoppers have an understanding of seasonal produce as they are used to buying anything, from a distant region or country, any day of the year. I believe we disappoint- ed many customers on our opening day because we didn’t have local tomatoes and corn. Our vendors offered lush herbs and seedlings, early greens, colorful radishes and sugar snap peas along with cheeses, meats, and breads - enough to fill supper plates all week, but the complaint was that we didn’t have enough food at the market. During the harvest season, September and October, when the tomatoes and corn were plentiful, school had begun and residents fell into their autumn habits, forgetting that our farmers were at their peak produc- tion. Our tent was especially festive late in the season, illuminated by twinkly lights. Locating picnic tables under the tent created an intimate atmosphere while musicians continued to serenade customers.
Do all farmers markets accept food stamps?
Most urban farmers markets accept food stamps and many have incentive programs. Food Stamp incentive programs are rare in suburban markets, although there is food insecurity in these regions as well. The Branford Alps Farmers Market doubles up to $20 of SNAP dollars per customer per mar- ket day. A client swipes their EBT card and receives wooden market tokens worth twice what they swiped.
How did you find the vendors? Or did the vendors find you?
We needed to recruit vendors our first
year, primarily by meeting farmers at other markets and contacting vendors on the lists provided by the CT Department of Agri- culture. As market manager, I visited each farm to review their farming practices and
to assure myself that their products would all come from their own farm. Joining a new market is a major financial gamble for farmers, but they were convinced by our investment in their success. The market provided marketing, a glamorous big top tent, entertainment, a food court with picnic tables, food trucks, and live music. The farmers paid minimal fees and didn’t have to set up their own pop-up tents. They could park directly behind their booths which made it easier to set up their wares. The tent also encouraged a sense of com- munity, a valuable benefit in an isolated profession. The farmers could network amongst themselves as well as educate the public about their farms and products.
Vendors have contacted me for the second season, so we are continuing to di- versify our offerings. This year we are add- ing more fruit, mushrooms, and seafood chowders and bisques.
Who are the farmers at your market and what do they sell? Do they sell the same things every week?
All our farmers have their farms in Connecticut and only sell what they grow or raise on their own farm. As a result our offerings are seasonal. Some of the farmers have hoop houses which help them extend their seasons. They sell vegetables, flowers, fruit, mushrooms, dairy, poultry, and meat. Although not all our farmers have paid for official organic certification, they are concerned about the health of their lands and are moving towards the most sustain- able methods they can. All the farmers are comfortable discussing their methods of fertilization and pest control with clients. Other vendors sell CT produced breads and pastries, prepared foods, body care products, and some crafts. Part of the fun of attending farmers markets during the course of the summer and fall is learning to eat with the seasons.
How was Thursday afternoon chosen as the best time to have a market in Bran- ford?
Many of our farmers sell at a variety of markets and we wanted to respect their existing commitments. Thursday evening has the advantage of attracting people who have 9 to 5 jobs and want to pick up food for the weekend and beyond. Families can come and be fed and entertained during the afternoon snack or dinner hours. This year we are partnering with the Guilford Art Center to provide a craft program for
children during the market hours. Farmers markets are an ideal way for kids to experi- ment with new foods in a welcoming, inter- active environment.
Why aren’t all the vendors at your market food vendors?
Many farmers markets in Connecticut
provide a retail opportunity for craft and body care entrepreneurs. Farmers markets are a low budget way for small businesses to test new products before launching a web or store front presence. Our tent accommodates about sixteen vendors and must be full to provide a festive atmosphere. We host only five vegetable farmers, plus poultry, meat,
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