174
-Grower and Marketer, Lancaster Farming, Saturday, January 26,2002
A Garden Grows In Philadelphia
(Continued from Paoe 1)
While “the mixed vegeta
ble grower is the bread and
butter of the markets,” sev
eral farmers also offered
home-grown meats and
animal products, including
beef, lamb, poultry, milk,
eggs, and cheese, said
Matthew Wright, market di
rector.
Orchard fruits are the
second top-selling category
behind mixed vegetables, he
said.
The Food Trust sets up
markets in partnership with
local community groups such
as a Chamber of Commerce.
Establishing a strong com
munity connection results in
a bond of loyalty between
farmers and their customers,
according to Wright.
“Neighborhoods really
take ownership in the mar
kets,” he said. “People know
each other by name.”
Wright noted several cases
in which locals have pitched
in, helping farmers set up
and manage their stands.
The excitement of a weekly
farmer’s market enhances
the environment even in “un
glamorous locations” and
some of the markets “almost
become a town center,”
Wright said.
The Trust strives to elimi
nate any worries that farmers
may have about parking dif
ficulties or the safety of mar
keting in urban settings.
“There’s a lot of misper
ception about coming to
market in an urban environ
ment,” Wright said. “Our
role is to eliminate security
and parking problems.”
Perry said that farmers are
matched to markets accord
ing to the type of products
they offer, and are encour-
Greenhouse tomatoes, with the advantage of this
warmer urban microclimate, produce until Christmas.
aged to go to multiple mar
kets.
The direct marketing expe
rience can be contagious,
with many farmers commit
ting to two or three markets
“Once they get involved, they
get bit with the bug,” he said.
Growers typically bring in
from $5OO to $BOO for one
morning or afternoon
market, with some exceeding
$l,OOO per day during peak
vegetable season, according
to Perry.
However, it takes some
time to garner a customer
base that will bring maxi
mum returns, Perry noted.
“New farmers (at the mar
kets) should have reasonable
expectations,” he said. “Food
shopping is habitual. It takes
a long time to establish.”
Farmers pay $32 per week
to participate in one market.
Additional markets are $24
per week, with the exception
of “upscale” markets, which
still require the higher fee,
Perry said.
New markets slated to
open for the 2002 season in
clude one each in Telford,
Phoenixville, and Norris
town.
A $lOO “reward” is being
offered to anyone referring a
farmer who signs up for a
market.
The Food Trust partners
with the Pennsylvania De
partment of Agriculture,
which helps the Trust un
derwrite advertisements and
sponsor food programs such
as those offered for Women,
Infants, and Children (WIC)
and seniors.
The Food Trust also has an
educational component, with
a team working in schools to
affect policy and provide in-
formation on nutrition, sus
tainable agriculture, and
entrepreneurship.
Contact The Food Trust at
(215) 568-0830 ext. 11, fax
(215) 568-0882.
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