Olde Lafayette Village Farmers’ Market establishes healthy roots 3.15.2007 By Tamara Scully AFP Correspondent Lafayette Township — Finding the right farmers’ market for your product can prove challenging. Urban markets require travel, yet offer good demographics and lots of shoppers. Suburban markets have become commonplace and grower competition for sales can sometimes spread proceeds a little too thin. Add to this the typical market politics, burdensome fees and competition from “growers” who don’t actually do any growing, and skipping these venues altogether can seem to be the logical choice. A dedicated and determined group of five Sussex County farmers is encouraging local farmers to consider an alternative choice in farm marketing: the rural market held each Sunday at Olde Lafayette Village on Route 15. It is a farmer-run market where cooperation is the key, authenticity is the rule, high quality is the standard and the rural atmosphere is the trump card. While a rural market does offer some challenges, such as a smaller population base and other competing farm stands readily accessible to consumers, it also offers many rewards, according to these farmers. The Olde Lafayette Village Farmers’ Market, held mid-June through the end of October, has been active for about five seasons. Undoubtedly, the group has experienced growing pains. It has organized and reorganized, written and rewritten market guidelines and gained and lost vendors for a variety of reasons. But what has emerged from these experiences is a core group of five farmers leading the way to create a successful market that remains true to its rural roots. These core farms, which consist of: Windy Brow Farms in Fredon; Valley View Farms in Newton; Everlasting Garden in Branchville; DanaRay Farm in Branchville; and Glennbrook Nursery in Lafayette, have been with the market either from the beginning or close to it. They have taken the market into their own hands, seen business increase last season and have plans to make the market even more successful in the upcoming 2007 season. Along with a small group of several other regular-market vendors, this core group of decision-makers runs and organizes this market. Their answer to building a small, local market is simple. Yet it requires a lot of effort and decision- making to keep it that way. Their vision of the well-established, but-soon-to-be-improved market has been taking shape over the past several months, as the logistics behind the upcoming season are discussed, agreed upon and put into action. Customers strolling through vendor stalls filled with a vast array of colorful and vibrant vegetable, fruit and flower displays; the enticing smells of fresh-baked pies and breads wafting throughout the market; the welcoming “sit and stay awhile” atmosphere, complete with unique food vendors and local musicians serenading the crowd; and farmers forging bonds with customers that reach beyond market day, are the reality-based visions behind this rural market. “Local and authentic” are the two uncompromising factors which identify this market, the group agreed. These farmers all live and work in the surrounding communities. They are peers, familiar with one another’s farms and farming practices. They grow what they sell, and sometimes complement that with products bought directly from other local farmers who aren’t able to participate in the market themselves. They are cognizant of the competition factor, emphasizing cooperation and diversity rather than “more of the same” at each stand. They have connections to local businesses, spend their money in the local community, and are a vital part of the county’s economy. Jim Hunt, of Windy Brow Farms, described the selling points of the market as “low key” and “close to home.” The farmers “run the show,”which is a big part of the appeal and the authenticity of the market, Hunt said. “These factors make this rural market a true local market rooted in the long agricultural history of the area. The participants can organize and run themselves.” With the market’s location along busy Route 15, many urbanites from the New York City area stop by the market while traveling from their vacation homes in the nearby Pennsylvania and New York state tourist regions. Residents from nearby Morris County can choose to come here as easily as they can travel to the many suburban markets in locations such as Morristown or Madison. With the Sussex County area serving as a shopping hub for nearby northern Warren County residents, the market draws people from that region as well. Serving not only as a venue for sales, but as an advertisement for their nearby farms, the market serves a dual purpose for these local farmers. The customers at the market are encouraged to visit the farms. Many of the farmers have gained regular customers at their on-farm stands through relationships initially developed at this market. “This gave me exposure on Route 15, probably the busiest travel highway in Sussex County,” said George Fetzer, of Valley View Farms, located on also heavily traveled Route 206, just five miles away. “We do have people who don’t even know I exist, but now they come to the stand during the week,” after being exposed to his produce at the market, he said. Glenn Phiefer, of Glennbrook Nursery, located just a few miles from the market location, agreed. “The thing with the market is the leads that get people to come to the nursery, otherwise for us it would not be worth doing,” Phiefer said, stating that the time and effort it takes to set up and display his certified “Jersey Grown” perennials, shrubs and grasses doesn’t justify doing markets outside of the local area. But because this market is just around the corner, he has gained a loyal following of customers who otherwise would not have found his nursery, and the time and effort has paid off in increased retail traffic and sales at the nursery. Landscapers and other landcape design professionals have also discovered his nursery while shopping at the market, he said. This season, the core group of farmer/organizers is joined by Maria Weingrad, of Everything Homemade, the first permanent non-farm vendor at the market. Weingrad, who is also opening a cafe in the Olde Lafayette Village retail stores, serves as a liaison between the retail shopping center that hosts the market, and the farmers. Joint advertising between the two entities, as well as cross-promotion, will help make customer’s more aware of the variety of unique shopping experiences available in the area, Weingrad said. With the many antique stores just down the road in “downtown” Lafayette, visitors to the market can enjoy retail shops, outlet shops and antiquing all within the same area. Add to that the Paulinskill or Sussex Branch Trails, both readily accessible near the market, the state parks located just up the highway, Newton’s downtown area and many other nearby activities, and farm market visitors can spend the entire day in the countryside. The farmers running the Olde Lafayette Village Farmers’ Market are looking to bring more diversity of product to the market this season. They would like to have a vendor selling rural recreational and sporting equipment, such as binoculars, fishing tackle or hiking gear. They are hoping to add professional, local artisans whose craft reflects the rural heritage and history of the area. Woodcarvers, metalworkers, furniture builders, weavers, potters and other craftsmen who embody the rich traditions of rural self-sufficiency are welcomed to apply for a spot. An increase in food vendors who can bring a unique taste to local cuisine is one of the group’s goals. The organizers will work with vendors to incorporate as much locally-grown food as possible in their menus. Local musical performances will enhance the experience, and non-profits such as New Jersey Audubon will be featured throughout the season. Historical interpreters, educational displays featuring local history and local civic organizations are invited to become a part of this vibrant, rural marketplace. One wish the farmer’s have is for a permanent roof over their heads when it rains. While the outdoor atmosphere of the market is part of its appeal, a roof would help make inclement market days a bit more pleasant. Various ideas for obtaining the hoped-for roof are currently being discussed. For now, the vendors set up their colorful canopies providing shade and some protection from the elements. Farmers and other vendors wishing to be considered for the market can reside in Sussex, Warren or Morris Counties, as well as the eastern counties of Pennsylvania or the bordering counties of New York State. Olde Lafayette Village is within an hour’s drive of these areas. Preference is given to growers in the immediate vicinity, with locally-grown, high-quality products sold directly by the grower being a requirement. Farmers offering products not already represented at the market are sought.The decision-making, organizing farmers are directing inquiries to 908-362-7967 or info@foodshedalliance.org.