Opening of farmers' market has people excited

Farmers are committed. The location is set. Specials and entertainers are arranged.

Now, customers eagerly await the opening of the Sedalia Area Farmers’ Market on May 2 in the 100 block of West Main Street.

Things are moving along as opening day approaches.

Organizers have already more than doubled their initial goal of six producers for the market’s first season by signing up 13 vendors. Those who are renting spaces include producers of honey, fruits and vegetables, meat, bedding plants, fresh flowers, dried flowers, homemade vinegars and soaps, quilts, mushrooms and baked goods.

The Sedalia Area Farmers’ Market is a growers-only market. The market, which is nearly three years in the making, has achieved its nonprofit status, enabling donors to make tax-deductible contributions.

People appear to be excited about the farmers’ market opening. Beverly Rollings, president of the Sedalia Area Farmers’ Market board, said potential customers have told her they are “thrilled” about the market and have been waiting for something like it.

“If the initial reactions and unsolicited responses are any indicator, we should have a successful market. ... We are thrilled, really, with the support we have received so far,” she said.

The market also saw great response from producers, with about 60 expressing interest. The 13 producers have committed to the season, although they may not participate every market day. Still, single-day vendors — some who may only grow a particular fruit or vegetable — could appear throughout the season.

“In addition to those 13 regulars, I think we will have a wider variety from that prospective as well,” Rollings said.

Rex Roberts owns Seasons Farm, 10 miles south of Marshall, and is among those signed up for the season. He plans to sell his vegetables of spring greens, lettuce, spinach, tomatoes, corn and beans among others at the Sedalia farmers’ market. Roberts believes the market will do well in Sedalia, and was happy to have a place close to home to sell his produce.

“It’s kind of a past-due situation for Sedalia,” Roberts said of the market’s establishment.

Bruce Bird, a Sedalia beekeeper, plans to sell honey and possibly beeswax at the market.

“I think a lot of communities this size already have an established farmers’ market, and I think it’s just something Sedalia needs, and it provides an outlet for local producers,” he said.

Organizers are working to book an entertainer, artisan or artist on Saturdays. So far, the first Saturday of each month will have a featured guest including a silversmith and a couple of guitarists. A birdhouse maker is scheduled to appear on the market’s opening day, which also will feature a “kid’s corner” with sidewalk chalk, bubbles and “Music and Movement with Mommy” by Megan Simon.

The market will also have a “spotlight” of the month. May is “Friend of the Market” month, where those who contribute at least $10 to the market will receive a recycled reusable bag and a listing on the group’s Web site. Other spotlights include berries in June; watermelon and ice cream in July; tomatoes and sweet corn in August; and pumpkins in September and October. The market will provide recipes featuring “of the month” ingredients, and organizers are working to recruit chefs for demonstrations.

“We hope to really get people enthusiastic about eating and shopping locally, and in season,” Rollings said.

Vendors must produce or grow whatever they sell at the market.

“By signing onto the market, they agree to open their farm for inspection. ... Our growers have a lot of integrity by signing onto the market,” Rollings said.

Farmers’ markets, in general, are becoming more popular as people want to know where their food comes from, like having a relationship with the farmer and “want their food to travel a much shorter route from field to plate,” Roberts said.

“The whole local food market is skyrocketing,” he said.

Also pushing the movement is the growing interest in health and nutrition, and shoppers who find supporting the local economy appealing.

“This is as free trade, fair trade as you can possibly get,” Roberts said.

Some shoppers may have the misconception that farmers’ markets are for “foodies,” are upscale and expensive. Not true, Roberts says.

“You’ll find that farmers’ markets are very comparable” to the produce section in the grocery store, he said.

Make no mistake though, farmers’ markets are retail establishments, not wholesale. Prices will likely be similar to the grocery store, but may be slightly higher on items produced before they are in season, or are of high quality. The prices could be lower if the vegetable or fruit is in season and in great abundance.

The market will accept transactions from debit and EBT (or Electronic Benefit Transfer from the federal food stamp program) cards. The U.S. Department of Agriculture allows for the use of EBT cards at farmers’ markets.

“They (USDA) actually provided us with a machine to slide cards for debit and EBT,” Rollings said. “In exchange, we supply them with wooden coins in $2 and $5 increments so they can spend those with vendors just like cash.”

Vendors collect the tokens and turn them in for monthly reimbursement from the market.

“That’s a nice advantage to the market,” Roberts said of using the debit and EBT machine.

Fresh food is missing from the diets of many households, including those with low incomes, Rollings said. Open Door food pantry has been invited to the market at the end of each day to collect leftover produce from vendors who choose to donate.

The market is the result of a community-wide effort. The Sedalia Central Business and Cultural District contributed $8,000 to the market, which mostly will be used for advertising.

“It’s a new effort, and getting the word out and getting people habituated to shopping the market once or twice a week is critical to the market’s success,” Rollings said.

About a dozen volunteers help organize market activities and events, with three volunteers who take turns serving as “market master” each Tuesday and Saturday. Others who have helped provide resources or support include the City of Sedalia, downtown merchants, State Fair Community College and the Sedalia Area Chamber of Commerce.

Wine and More, 122 S. Ohio Ave., is offering its restrooms for use by market patrons, and plans to feature items in season at the market during Tuesday night Ladies’ Wine Club events.

The Sedalia Area Farmers’ Market continues to accept vendors and welcomes suggests for events and featured entertainers, artisans or artists. For more information, contact Rollings at 620-6841.

The group’s Web site, which is currently under construction, should be completed within the week. The Web address is www.sedaliafarmersmarket.com.

If you go

What: Sedalia Area Farmers’ Market

When: 3 to 7 p.m. Tuesdays, 8 a.m. to noon Saturdays; May 2 to Oct. 31

Where: City parking lot in 100 block of West Main Street