Catherine Ames believes it’s never too early to teach children healthy eating habits. For her, that begins with a trip to the farmers’ market.
At the Gilroy Farmers’ Market last Saturday, Ames sat cross-legged in the grass outside City Hall on Seventh and Rosanna streets, ripping small chunks off an organic apricot and feeding them to her 8-month-old son, Sebastian.
Sebastian, a chubby blonde baby dressed in denim overalls, widened his eyes at the taste.
“We try to come every week,” Ames said. “It’s an important tradition for us.”
It’s regulars like Ames who have kept the market afloat these last three years, as the fledgling local produce venue has struggled to establish its roots in the Gilroy community. A particularly rough season last year resulted in vendors pulling out of the market due to low shopper turnout – threatening its return for a third season, according to former director Kersty Daniels.
But it finally looks as if Gilroy – which already experienced two prior, failed attempts to launch a farmers’ market over a span of several years as markets in Morgan Hill and Hollister thrived – has hammered out the kinks and is poised to sustain its own market for another year, and hopefully the long haul.
Under the helm of a new director, new location and new time, the Gilroy Farmers’ Market is hoping to expand its nucleus of faithful shoppers to a larger base.
From the looks of the happy crowd on a recent Saturday, Director Theresa Webb, 27, is headed in the right direction.
The Gilroy Library parking lot, which is surrounded by trees and various shaded areas, bustled with 18 vendors selling a mix of seasonal vegetables, fruit, hummus and fresh flower bouquets, as well as a variety of handmade items. People hovered around the stands, pushing their bicycles and carrying canvas bags. Young parents pushed their children with blueberry-stained mouths around in strollers, while older couples picnicked in the nearby shady grass. The sounds of musician Ron Leiker’s covers of familiar rock and folk tunes permeated the parking lot, and the scent of fresh-popped kettle corn filled the air with that distinct, inviting street-fair smell.
Webb, a Gilroy resident, played an instrumental role in relocating the market from its previous location in the parking lot of the Interim Center for the Arts on the corner of Monterey and Seventh streets downtown. The lot wasn’t paved when the market opened in 2011, and even after it was smoothed over with asphalt, patrons commented on the heat, lack of shade and limited areas to sit and relax.
“We thought of this spot because it has a landmark,” Webb said, pointing to the library. “And because it is shady and grassy and still considered downtown. It’s the perfect place to promote health.”
Webb took the role as the market’s director in March with fresh ideas on how to sell quality produce in Gilroy – and immediately began meeting with Mayor Don Gage about bringing the market to the library parking lot. Three months into her new role, however, she realized what a challenge it is to draw in the number of shoppers and vendors required for the market to thrive.
For the past two seasons, the then-Sunday market struggled to survive as the number of shoppers slumped to about 60 per week in August 2012.
Webb said the market needs about 500 people to visit every week to be successful.
“It’s all about getting the word out,” she said.
The nonprofit market made around $4,000 last year, which came from vendor fees and one cash donation of $600. Most of that was spent on insurance, permit fees, advertising, equipment and paying for the musical entertainment.
Webb said although she hasn’t done a head count yet this season, the market is still working to boost attendance to reach its target. While vendor interest has also gained traction, Webb is focused on giving good business to the nearly 20 vendors she does have, rather than spreading market customers too thin.
“I’m building on what was already in place by those who worked hard before me,” said Webb, who praised the groundwork laid by first and second-year market directors Catalina Ventura and Kersty Daniels. “Now that I have this position, I understand how hard it is.”
Now in its seventh week, the new location has been met with rave reviews from the faithful Farmers’ Market goers and recent market converts alike.
“This is great,” said Jacinto Arias, 43, who walked from his house with his wife Julianna and two young children to enjoy a morning at the library, followed by a stroll through the market.
Buying healthy, delicious treats at the Farmer’s Market is a perfect way to cap off a Saturday morning trip to the Gilroy Library’s story time, said Danielle Smart, 35-year-old mother of four. Smart’s bags were brimming with organic broccoli, berries, hummus and pita chips.
“And we can’t leave without a bag of kettle corn,” she said, causing her children to break out in wide grins.
First time visitors Rich and Kristin Filice took their three children out to the market and were shocked to see so many vendors at the new location.
“We didn’t think there would be much back here,” Rich Filice said. “This is a great Saturday outing.”
The vendors appeared upbeat about business so far this season – although none of them were ready to boast huge profits just yet.
“It’s a new location. We have to get the word out and stick with it,” said Neil Smith, owner of Smit Ranch in Linden, as he sold a tub of ripe blueberries to a man on a bicycle for $3.
In addition to the variety of seasonal produce, the Farmers’ Market sells a mix of handcrafted items from manzanita jewelry to homegrown herbal tea to personalized aprons.
Sara Steiner, owner of San Benito Tea Company, sells organic teas from her own garden.
“I’ve been growing herbs for 20 years, and a couple years ago it dawned on me – why not make tea?” Steiner said.
Her booth features innovative and traditional tea blends such as orange zest, manzanita flower, chamomile, peppermint and more.
A highlight for Farmer’s Market customers is the Heirloom Organics stand from Hollister, which regularly features dozens of exotic lettuces and spinach varieties, as well as flowering broccoli, white and purple carrots and more.
“Are white carrots less genetically modified than orange ones?” said Wendy Filice Simon, 50, to the woman manning Heirloom Organic’s booth.
“Well, white carrots were the first type of carrots, before they were mixed with chemicals to make them orange,” replied Brenda Cervantes, 20, from behind the stand.
Simon began filling a bag with the cream-colored carrot roots, their green tops still intact.
Simon handed Cervantes a $5 bill for her vegetables and several other items.
“I’m now becoming a regular,” she said, smiling.
The market will continue on Saturdays from 10 a.m. to 2 p.m. through the fourth weekend in November.
“We’re still a baby and we need more traffic,” said Webb. “A lot of the vendors say ‘I’m breaking even today, but I know it will grow.’ We’ll get there.”
When: 10 a.m. to 2 p.m. Saturdays through the fourth weekend in November
Where: The Gilroy City Hall parking lot at Seventh and Rosanna streets downtown
Details: www.thegilroyfarmersmarket.org or Gilroy Farmers Market 2013 on Facebook
