quintessential summer experience is buying fresh, just-picked vegetables and other farm products direct from local farms at Farmers Markets.  These markets offer a diversity of local foods from fruits vegetables to maple syrup, meat, flowers, cheese, honey and other items.  Farmers Markets also help the farmer realize retail prices they would not otherwise be able to obtain selling through a wholesaler.  But Farmers Markets are also a fun place to be.  Music and other entertainment combined with the strong sense of community a market fosters make for an all-around great experience. 

Early this year CISA stepped up its recruitment of local Farmers Markets for participation in the Local Hero campaign. Members now include the Amherst, Florence, Greenfield, Holyoke, Northampton, Springfield-Downtown, Springfield-Market at the X, and the Turners Falls Farmers Market.  The Local Hero Campaign assists these local markets in many ways.  We provide advertising support through Local Hero newspaper and radio advertising, Local Hero banners and other signage, assistance finding new market vendors and offering other promotional opportunities. 

Farmers Markets often face the traditional “chicken or egg” dilemma when trying to boost its customer base.  Farmers want to attend a vibrant market to boost their sales but customers often will only attend a market that offers a good variety of products.  Working to bring both farmers and customers to the market can help resolve this dilemma.  “I know that the advertisements CISA has put into the Springfield Journal have been seen by lots of people because many people at the market tell me about seeing them.  Our market is busier,” says Belle Rita Novak, market manager for the Springfield Market at the X.  “I emphasize the importance of buying locally grown produce at our market.  I put the Local Hero logo in our weekly newsletter and am usually wearing my Local Hero pin and have a bumper sticker on my car.  Education about local agriculture is important and the Local Hero Campaign certainly reinforces that.”

A new collaboration this year is helping to bring the Local Hero HeroHeromessage to Latino residents in Holyoke.  With the help of a grant obtained by Anne Carter of Umass Extension, CISA is developing promotional material in both English and Spanish: Se un Heroe Local, compra productos cosechados localmente.  “The City of Holyoke is 41% Latino,” says Anne Carter.  “The Farmers Market is going to reach out to all residents so it can grow larger in its new location.”  The Market is now located on High Street right in front of City Hall, with the street blocked off to create a festive, pedestrian-friendly atmosphere every Friday from noon to five p.m.

Growing a larger Farmers Market is not only important for residents of Holyoke, but for its new farmers as well.  Nuestras Raices, the Holyoke-based urban agriculture project, is transitioning some of its members from community gardeners to farmers — who happen to be farming in the city.  “Part of the grant will give Nuestras Raices funds to help new farmers get established — like assistance with marketing and setting up their Farmers Market stall,” says Carter.  “Want to add a couple of new farmers each year in Holyoke over the next several years.”  With a new location and the full suppport of the Mayor’s office, the Holyoke Farmers Market is poised to expand its farmer and customer attendance and reach out to a growing market in Holyoke.

In Greenfield, CISA is coordinating a produce basket giveaway in conjunction with the Greenfield Farmers Market and the the Recorder newspaper to help bring new customers to the market.  A coupon to enter a drawing to win a basket of produce will appear in the Recorder in the week before the Saturday market.  Coupons can be returned to the market on Saturday morning. A drawing for a free basket of produce with a variety of the fresh vegetables and other farm products will take place at the end of the market day. Winners will be contacted to pick up their basket the following week.

CISA’s carrot and apple suits will also be making appearances at markets all throughout the Valley this summer. CISA has also helped to organize remote broadcasts by local radio stations at Farmers Markets in Amherst, Holyoke, Springfield, and Greenfield.

Successful market promotions often require the participation and support of local government and local residents, who all benefit from the accessability of fresh, locally grown food.  CISA will continue to collaborate with farmers markets to increase the attendance of farmers and consumers and bring the the Local Hero message to more area residents.  We hope to see you at a local Farmers Market soon!