marketing

Middle of the day at the market

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Here’s another slice of the action at the Saturday farmers’ market: recent market posts covered the beginning and the end, this is…the middle. In the first two pics, it’s about 9am—the market’s been open for two hours, but in colder weather like today, most people start showing up about now. This is the first time we’ve extended the stand by adding a new section with four more bins, quite an occasion, since I’ve been using the same 7-tray set-up for five seasons, almost since the beginning. It’s also the last day of tender crops, with a final harvest of eggplant and peppers. Lynn, vested against the chill, in the first pic looks like she’s making up more signs: red market on light brown card stock…

The shallow trays are easy to fill, it doesn’t take much to create a nice display. As things are sold, the display is refreshed from bins kept in the shade. The trays aren’t ideal for all veggies. Winter squash are harder to sort through, but there’s also a full assortment in bushel baskets that people can look through, with the trays more for display…

Jump ahead to about 11:30. It’s warmed up considerably, into a beautiful, summer-like day. This is Canadian Thanksgiving weekend, and the traffic has been pretty good. Traffic has died down in the last half hour, some crops are sold out, but people come by till the end…

It’s now about 12:40. The market ends at 1, and we have until 1:30 before the street is opened up again. Most vendors start packing up early, around 12:30, but we always wait till the official end. Today, we’re pretty well sold out: the only veggies left in a bit of quantity compared to what we started with are some mostly very tiny eggplant, curly and flat-leaf parsley, Red Russian flat-leaf kale, and some winter squash. With things like kale, not exactly a universally popular green, sales are inexplicably random: usually low, but on some days, you can’t have enough. So, you always bring as much as you can (within reason!). Anyhow, a really satisfying and fun market day is almost done…

Last market day of summer

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We rang out the summer at the farmers’ market with a really lovely morning. I don’t remember what was going on here, but Lynn is looking a little under siege. You can’t ever call our market EXTREMELY busy, but it’s steady, and we get a few mini-rushes most days, where customers start to queue up. It’s always fun on food’s front line!

Restaurant run

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Beans, potatoes, carrots

A phone call on the weekend lead to this, our first real restaurant sale. It was cool! A chef called looking for local, organic veggies for a special menu this week. They’d joined at the last minute a regional food festival, featuring local food in restaurants in several towns. I ran down what we had available and followed up with an emailed price and available quantity list. Today, we harvested and delivered: green beans (Jade), potatoes (Kennebec), beets (Golden Detroit, Scarlet Supreme), carrots (Nelson, Purple Haze, White Satin), and onions (Stuttgarter-type yellow cooking, yellow Spanish), in the 25lb (11kg) range for each. Pricing was the normal market unit price, no “wholesale” discount. It was great pulling up to the back of the building, delivering into the kitchen, checking out and describing each veg with the chef. The dinner plans: a “hearty fall soup” and a “steamed vegetable pasta with olive oil and herbs.” Market gardens and progressive local restaurants are a natural and quite common direct fit…as seen on TV (I’ve been known to watch the Food Channel)! I’ve had some minor dealings with restaurants in seasons past, but we’d never got round to a classic chef’s order and kitchen delivery. so it was interesting to go through the whole routine. We had lunch there afterwards, and the food was refreshingly good: bruchetta, flatbread pizza, sweet potato fries, salt and pepper rib tips, an asparagus sandwich (yeah, the asparagus aren’t exactly in season around here, but their special local food menu is a step in a cool direction…). Fun! Oh, and no frost last night.

CSA set-up at the farmers’ market

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Farmers' market stand

This year’s mostly self-serve approach to CSA pick-up at the farmers’ market has gone along smoothly. The bin set-up has evolved into one long row, cafeteria-style, I guess you could call it—shareholders bring their own bags and move down the line. It definitely cuts hours off of Friday packing, which makes the weekly harvest a lot more fun. We’ve also had time for “extras,” like two or three herbs every week…

Veg variety

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This isn’t the first time I’ve pondered the question of variety on TFB, but the consideration recurs, so here’s another take… It would seem to be all around easier to grow just one variety of each veg crop, but that wouldn’t be any fun! One round, red beet, one big, round, red tomato, one shell pea, and so on. That’s the standard approach for most of the other full market garden growers at our small farmers’ market. There is SOME variation: green and yellow snap beans, maybe French Breakfast (red and white) radishes along with the standard round red ones, a few types of winter squash… Which is cool. Why bother growing three or more types of orange carrot, let alone orange (Nelson), purple (Purple Haze), and white (White Satin, for the first time this year)? I dunno. By growing several varieties of each veg crop, I’ve learned a bit, like the performance difference between hybrid and open pollinated varieties (in general, the OP tend to do better when field conditions get a little extreme, but that’s not a….scientific conclusion!). It’s not to be a novelty act, the guy at the market with the purple carrots, golden beets and round, yellow cucumbers. Or the round Eightball zucchini (below). If efficient tiny farming was the sole goal, I don’t have a really compelling…justification for all of the complicating seed ordering, transplant organizing, and extra direct seeding work it takes to grow as many different crops as I can, and numerous varieties of each. On the other hand, growing and offering variety, choice, and the non-standard make tiny farming so much fun. Which sounds good to me! It seemed like the thing to do from when I first pored over a seed catalog six years ago, and nothing’s changed my mind since! :)

Farmers’ market set-up

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Settting up at the farmers’ market is definitely fun, although I tend to be in a mild daze with an average of literally three hours sleep before getting up at 5:30 (that’s just how it always works out for me :). Today, I planned to take pics of the whole routine, but forgot to start snapping from the beginning. At this point, the truck is unloaded, the canopy’s up, and we’re setting up the tables and trays, and starting to load up the veggies! Unfolding the sawhorses and placing the boards and trays takes maybe 10 minutes tops. Then, it’s on to placing the produce, after that, the price cards and signage. Stay tuned for more complete coverage…maybe next week!

After the market

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Somehow, I always forget to take enough pictures at the market, of things like setting up the stand. It’s really great, how a plain old small town street, in about an hour, turns into a…farmers’ market. For our stand, basic set-up and teardown—canopy, table, sales gear—is only a matter of maybe 20 minutes at each end. Because I don’t drive, our stand is different from most, where a truck or trailer is the usual veggie stand backdrop. Bob drops us off in the morning in a pick-up: a self-contained veggie sales outpost. When it’s all over, with empty containers nested and packing volume much reduced, we get picked up by truck or smaller mini-van. Here, Lynn and I wait for our ride. There are garlic and potatoes left in a basket and a trug, and the four bins contain mostly crop residue, a bit of miscellaneous garbage, and odds and ends of unsold produce. Neat!


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