Visiting a local farmers market means encountering a lot of familiar faces: the farmers, vendors, and regular customers who come together to devote much of their time and grocery budget to the goal of supporting their local food supply.  The face many shoppers might not be familiar with is that of the market manager, a volunteer or staff person who oversees the behind-the-scenes work that makes the market possible.  The effects of that critical work, however, do not go unnoticed.

                “I wish we all had the enthusiasm of Trish,” said Roger Sword, a board member for the Lebanon Farmers Market and a great admirer of that market’s manager, Patricia Zalewski-Harris.   A dynamic and tireless advocate for her market, Zalewski-Harris began as a volunteer, coordinating the process of transitioning the market from an informal gathering in a town parking lot to a more established presence in the community, a project that involved securing grant funding to build a permanent market structure.  

                “This structure has brought real visibility and accessibility to the market,” Sword said.  “It’s been like a rebirth of the market, and a major factor was the publicity Trish provided, and just all of her hard work.”  This year, recognizing her role in the expansion and everyday success of the market, the town hired Zalewski-Harris as the official market manager.

                In addition to managing large projects like establishing a new market facility, Zalewski-Harris and every market manager must coordinate the day-to-day efforts of ensuring that each market day runs smoothly.  This involves tasks like assigning vendors to spaces, making sure vendors adhere to any laws and regulations governing the sale of food, and helping customers use vouchers provided by government programs such as the Supplemental Nutrition Assistance Program , WIC, and the Senior Farmers Market Nutrition Program. 

                The on-site management of a market involves a variety of tasks and problem-solving.  “You’ve got to take every problem that comes up on the lot and find a way to solve it,” said Don Dennis, manager of the Johnson City Farmers Market.  “Every problem requires diplomacy; you always want to be fair and keep your vendors and customers happy.” 

                In Tennessee, recent legal scrutiny on the sale of prepared foods such as pickles, jams, and baked goods has added legal research to the list of tasks required of that state’s market managers.  “I have read more laws and amendments than I care to know about,” said Dennis.  “This year, I believe I have spent about 10 hours a week just trying to keep myself informed about the regulations, and figure out how to make sure everyone is complying.”

                For some newer markets, a primary goal of the manager is to facilitate the market’s growth.  “I’m always reaching out to farmers in nearby counties, and also to our local extension office to help “grow” more farmers locally,” said Carmen Cantrell, a volunteer organizer of the Norton Farmers Market.  “Recruiting new vendors is a big challenge,” she said.  “I want to ensure that the Norton Farmers Market is playing an important role in the economic viability of small-scale farmers, and the market is meeting the needs of the local community.”

                In some cases, market managers work independently; others work with boards of directors or committees.  In Abingdon, explained market manager Sara Cardinale, a steering committee sets regulations for vendors, including requirements about what constitutes a local product and ensuring that vendors sell only foods they grow themselves.  “It’s my job to enforce or interpret those rules as needed,” said Cardinale. 

                While problems do arise, most market managers find that everyone involved tends to share the end goal of a successful market, and the environment is a collegial one.  “It’s a family,” said Chillys Case of the Glade Spring market.  “The farmers, the customers—everyone is here to support each other.  We have one shopper who comes with her four kids, and she lets them buy whatever they want as long as they promise to eat it.  I just love to see a brand new generation learn about shopping at a farmers market.”

                “It’s a community gathering,” said Terry Napier of Bristol’s State Street market.  “You sit, you drink a cup of coffee, you talk.  It’s fun—we have a ton of regular customers who know the drill so well, they’ve been known to step in behind a booth to help out a farmer who needs a hand or needs to take a break.”

                “What I love is how the whole community comes together in hard times,” said Cardinale.  “We’ve had a few pretty significant tragedies affect some of our vendors.  One farmer lost his wife last year, and he generally has most of his nine kids at the market with him.  You see them going around from vendor to vendor, getting their little snacks and just socializing, and everyone welcomes them and looks out for them.” 

                In Lebanon, the family-like support affects market manager Zalewski-Harris directly, as she brings her daughter Sophia, age 5, to most market days.  Sophia greets her farmer friends with glee and helps them weigh produce and carry items back to their vehicles at the end of the day.  In return, Zalewski-Harris said, “they all keep an eye on her, sit with her and draw with chalk, and make sure she’s safe.  Our community here is helping raise our daughter,” she said.  “There’s something really special about that.” 

                See the market managers’ hard work in action as the 2010 season winds down; find potatoes, apples, winter squash, onions, eggs, baked goods, meats, and much more at markets throughout Virginia and Tennessee.  Visit www.appfma.org for market locations, hours, and announcements about special events. 

Article and photo by Paige Campbell

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