It's just days before the Rochester Downtown Farmers market moves back outside on May 6 — think of it as a spring coming-out party.
Usually it's a slow start, with bedding plants and a few winter vegetables, but by mid-May there will be morels, watercress, asparagus and rhubarb. Yes, it's those things we're after, but take a few minutes to recognize the ongoing and year-round efforts of the growers who bring them to us in the first place, those folks behind the tables.
That, in fact, is the title of a new book by Pam Benike, a long-time area farmer, farmers market vendor and advocate. "Behind The Table" is a 130-page comprehensive guide for any farmer, grower or hobbyist interested in selling their goods at this, or any, market.
Benike writes from decades of experience and is considered an expert in all areas of this venture, from planting and growing to selling. She comes from a long line of farmers, dating back to her grandfather in 1935. Her farm, Prairie Hollow Farm, sits on 200 acres outside Elgin, where Benike and three of her seven adult children grow vegetables all winter in three hoop houses. The rest of the year they harvest a variety of vegetables and fruits. Milk from her cows turns in to artisanal cheeses, and an heirloom variety of wheat is ground and used for bread flour.
Benike is involved in two large markets, the one here in Rochester and the Mill City Market in Minneapolis. So vested is she in these that there are only two Saturdays she or a family member isn't there — the Saturdays after Thanksgiving and Christmas. She recently shared some pointers and advice:
What should a prospective vendor think about as they consider doing this?
They need to decide two things: Is this a business or a hobby? That makes a difference in both energy, time and probably commitment. Whichever, it still needs to be profitable. It's important that they do some research on topics like how many others are selling similar products, how to set up and display, what to charge and what are the costs involved. Occasionally a new vendor comes in and charges less. That is not a good strategy. Under-pricing hurts the market.
This is a very comprehensive guide — you cover just about everything, including how to pack up your truck and what sort of implements to __have on hand. Is this all based on your own experiences and what you had to figure out over the years?
I spent one winter writing it, but used years of notes. I keep very detailed, comprehensive records of everything that happens on a market day. Here's an example: Mother's Day weekend. What was the weather — sunny or rainy? That very much affects if customers come or not. How many bunches of asparagus did we sell? Ninety bunches if it was rainy, twice that if it was sunny and warm. I need to know all of that for future projections. In the book, I stress how important record-keeping is, as well as personal notes. This is, after all, a business.
You also stress the importance of marketing, that there is more to being a successful vendor than setting up a table.
Image is very important — how you project and present yourself and your products to the customer. If they ask, you need to be prepared to tell them everything about what you have, how it was grown, the soil, (and) how to prepare it if they ask. For me, it is offering wholesome organically grown products, grown the healthiest possible way and that they look beautiful. That's the storyboard for what we do, why we are there. Image and story sell the product. This applies to every vendor at the market, whether it's produce, meats, baked goods or canned products.
What would you say is the best thing about the Rochester farmers market — what makes it unique?
The diversity. There is such a wide range of cultures represented, often with products unique to them. I also like that there are a variety of growing methods represented, whether organic or conventional, edibles and non-edibles. Whatever a customer is looking for, they'll find it there. This is definitely a shopping market. It also has a great community feel to it, both customers and sellers.
What, if any, mistakes do you see some vendors make?
My pet peeve is those who don't take the time to take care of their product. The produce is still dirty and not displayed well. The area they __have should look clean and tidy. Some years back, a previous manager brought in a marketing expert who stressed the importance of product appearance and display. You need to show a respect and reverence for the food.
How do you see the future of the farmers markets? Are they here to stay?
They are definitely here to stay and their future is very healthy. There was a time in the 1960s that they were few and far between — fancy grocery stores were what consumers were after. Rochester, however, has had a farmers market since the mid-1970s, thanks to the continuing efforts of Steve Schwen (Earthen Path Organic Farm) and Margo Warthesen (Many Hands Organic Gardens) who hung in there through very lean times. Last year there were over 8,000 (markets) around the country with over 70,000 farmers selling. The USDA estimates that they generate over $1.5 billion in consumer spending. Consumers are more interested than ever before in their food and how it's grown. Farm-to-table has become an important part of the American food culture. I'm proud to be part of that.
Book notes
"Behind The Table" is available through online booksellers. Find her website at www.growitandeatwell.com.
