Utah Farmers Markets: Where shoppers always buy locally

Barb Shelley, (2011) Utah Business.com

The Salt Lake City Downtown Farmers Market is a success from the sponsor’s point of view too. “Our growth has been dramatic,” says Robert Farrington, Jr., executive director of the Downtown Alliance of Salt Lake City.
At its launch 15 years ago, the downtown market offered products by five vendors who sold their wares to a few dozen shoppers. Now the market is home to 250 vendors offering locally produced foods to 7,000-10,000 people. A further indicator of the market’s success is that while farmers have unlimited access to vendor space, non-farm vendors compete vigorously for coveted slots available in specific categories.
“Farmers markets provide an opportunity to test your product and to test the price point,” said Sondra Latham, founder and owner of Tom’s Gourmet Foods, a high-end dessert sauce company. Latham has provided her sauces at the Downtown Farmers Market for three years as well as at several other farmers markets, including the Park City Farmers Market at The Canyons resort.
“My sauces are expensive to make,” said Latham. “The farmers market gave me a chance to find out if shoppers were willing to pay for top quality dessert sauces.” She discovered that shoppers were indeed willing to pay top dollar for high quality, and now her sauces are sold at Associated Food Stores and Harmon’s grocery stores.
While Farrington does not offer a dollar volume, he says the economic contribution of the Downtown Farmers Market to Utah’s economy is substantial. “It is an important venue for the grower. It is often their main or a critical supplemental income.”
The Gillmors estimate that 20 percent of their net revenue comes from business generated at the downtown and Park City farmers markets. Customers and their families have become so loyal that they request Morgan Valley Lamb by name when eating out or grocery shopping. “After the farmers market season ends, we know sales of our lamb in stores and restaurants will increase due to direct requests from our farmers market customers,” says Jamie.

A Personal Connection
In this day of gleaming, temperature controlled grocery stores, some wonder why shoppers would flock to outdoor markets. Perhaps it’s because Americans crave a long-lost connection with the land. Or perhaps they offer the opportunity to personally interact with the farmer who grew the food you will serve your family that night. Maybe it’s much more than just a shopping trip, and shoppers come to breathe in the color, atmosphere and the character. No matter the reason, farmers markets benefit not only the consumer, but the producer, the community, and the economy as well.
Farrington points out that the social contact at farmers markets allows growers an ideal environment to increase their Community Supported Agriculture (CSA) customer base. CSAs are supported through fees paid by consumers at the beginning of the growing season to support the farm’s operating expenses for the season. In return, the fee payer receives a portion of the grower’s produce each week.
Farmers markets harken back to the days of the town square. Park City’s Farmers Market at the Canyons encourages attendees to picnic during the Wednesday market while listening to live music, watching artisans at work, and taking in the aroma of locally grown gourmet foods and herbs.
According to the USDA’s Agricultural Marketing Service, farmers markets also benefit the consumer in the following ways:

• Consumers know the products are locally grown and were transported a relatively short distance.
• Locally grown products have better flavor, superior quality, and form the base of a healthy diet.
• In addition, farmers markets teach consumers to be less inclined to purchase processed foods and to enjoy special varieties.
• The boost to the local economy is obvious as the money spent is turned around in the community.

Farmers markets are expected to continue to flourish. Many envision a future that includes extending the selling season keeping cash flowing in slow months for farmers. As customers increase their demand for fresh, seasonal food, indoor winter markets are expected to proliferate just as outdoor summer markets have.

SIDEBAR:
On the web, Utah’s Own encourages consumers to request Utah grown foods and products. To see a list of Utah’s farmers markets, visit Utah’s Own online at www.utahsown.utah.gov


Utah Farmers Markets: Where shoppers always buy locally Barb Shelley, (2011) Utah Business.com The Salt Lake City Downtown Farmers Market is a success from the sponsor’s point of view too. “Our growth has been dramatic,” says Robert Farrington, Jr., executive director of the Downtown Alliance of Salt Lake City. At its launch 15 years ago, the downtown market offered products by five vendors who sold their wares to a few dozen shoppers. Now the market is home to 250 vendors offering locally produced foods to 7,000-10,000 people. A further indicator of the market’s success is that while farmers have unlimited access to vendor space, non-farm vendors compete vigorously for coveted slots available in specific categories. “Farmers markets provide an opportunity to test your product and to test the price point,” said Sondra Latham, founder and owner of Tom’s Gourmet Foods, a high-end dessert sauce company. Latham has provided her sauces at the Downtown Farmers Market for three years as well as at several other farmers markets, including the Park City Farmers Market at The Canyons resort. “My sauces are expensive to make,” said Latham. “The farmers market gave me a chance to find out if shoppers were willing to pay for top quality dessert sauces.” She discovered that shoppers were indeed willing to pay top dollar for high quality, and now her sauces are sold at Associated Food Stores and Harmon’s grocery stores. While Farrington does not offer a dollar volume, he says the economic contribution of the Downtown Farmers Market to Utah’s economy is substantial. “It is an important venue for the grower. It is often their main or a critical supplemental income.” The Gillmors estimate that 20 percent of their net revenue comes from business generated at the downtown and Park City farmers markets. Customers and their families have become so loyal that they request Morgan Valley Lamb by name when eating out or grocery shopping. “After the farmers market season ends, we know sales of our lamb in stores and restaurants will increase due to direct requests from our farmers market customers,” says Jamie. A Personal Connection In this day of gleaming, temperature controlled grocery stores, some wonder why shoppers would flock to outdoor markets. Perhaps it’s because Americans crave a long-lost connection with the land. Or perhaps they offer the opportunity to personally interact with the farmer who grew the food you will serve your family that night. Maybe it’s much more than just a shopping trip, and shoppers come to breathe in the color, atmosphere and the character. No matter the reason, farmers markets benefit not only the consumer, but the producer, the community, and the economy as well. Farrington points out that the social contact at farmers markets allows growers an ideal environment to increase their Community Supported Agriculture (CSA) customer base. CSAs are supported through fees paid by consumers at the beginning of the growing season to support the farm’s operating expenses for the season. In return, the fee payer receives a portion of the grower’s produce each week. Farmers markets harken back to the days of the town square. Park City’s Farmers Market at the Canyons encourages attendees to picnic during the Wednesday market while listening to live music, watching artisans at work, and taking in the aroma of locally grown gourmet foods and herbs. According to the USDA’s Agricultural Marketing Service, farmers markets also benefit the consumer in the following ways: • Consumers know the products are locally grown and were transported a relatively short distance. • Locally grown products have better flavor, superior quality, and form the base of a healthy diet. • In addition, farmers markets teach consumers to be less inclined to purchase processed foods and to enjoy special varieties. • The boost to the local economy is obvious as the money spent is turned around in the community. Farmers markets are expected to continue to flourish. Many envision a future that includes extending the selling season keeping cash flowing in slow months for farmers. As customers increase their demand for fresh, seasonal food, indoor winter markets are expected to proliferate just as outdoor summer markets have. SIDEBAR: On the web, Utah’s Own encourages consumers to request Utah grown foods and products. To see a list of Utah’s farmers markets, visit Utah’s Own online at www.utahsown.utah.gov
Chamber News - April 2011