Farmers Markets open as produce comes in

Farmer’s market season is underway, and purveyors of Jersey Grown produce are ready to roll out the fruits and vegetables of their labors.

“We had a great turnout despite the weather,” said Lisa Ellis, program director for the Madison Downtown Development Commission.

The Madison farmer’s market opened last week at a new location on Central Avenue. Sponsored by Gary’s Wine and Marketplace in partnership with Drew University, the 10-vendor market will operate every Thursday from 2 to 7 p.m. through Oct. 15, Ellis said.

According to the Jersey Fresh Web site, Morris County has more than 12 tailgate markets, with Morristown’s market leading the pack in terms of longevity with 25 years under its belt. According to the state Department of Agriculture, New Jersey was home to 155 markets in 2014 as compared with 35 in 2001.

The boon in such markets is the combination of municipal initiatives designed to increase commerce in the downtown areas, as well as the trending demand to put a face behind freshness, said Douglas H. Fisher, New Jersey secretary of agriculture.

“Heightened awareness about the benefits of fresh produce, especially locally grown fruits and vegetables has brought about a higher demand for local agriculture products, resulting in the growth of community farmers markets around the state,” said, Fisher.

With 14 tailgate markets, Alstede Farms illustrates such growth and expansion from the supply side of the equation. Having participated in tailgate markets since 1998, the Chester Township farm operates at two farm markets per day, seven days a week.

“There are neat synergies at the tailgate markets,” at North Jersey and New York City locations, said Kurt Alstede.

The relationships forged with weekly customer interactions often results in them visiting the farm where they can pick their own produce or attend a festival or stop in the retail store, Alstede said.

“Community-supported agriculture also changed the dynamic of the tailgate markets,” he said, referring to farm-sponsored CSA programs, which provides fee-paying members access to weekly crop shares.

Tailgate markets generate about 15 percent of Alstede’s gross income. In keeping up with sustainable practices, he donates unsold produce to the Interfaith Food Pantry in Morris Plains, he said.

The driving force behind a successful farmers market is a combination of promotion and selecting vendors that suit the mission of the municipalities that host them.

In existence for more than 20 years, the Madison farmer’s market relocation from Green Village Road was brought on by a lack of space and traffic safety issues, Ellis said.

“The merchants loved it, but the space was too small,” she said.

Central Avenue is more accessible and a safer block to boot, she said. The Madison market includes three farms, including Alstede, seven nonfarm vendors plus live entertainment.

As a member of the New Jersey Council of Farmers and Communities, a nonprofit dedicated to developing community farmers’ markets and farmers in northern and Central Jersey, the Morristown Farmer’s Market is a “true Jersey Fresh Market,” meaning all produce is grown in the Garden State.

“This is truly local food,” said Jennifer Wehring, marketing director of the Morristown Partnership, which sponsors the market. “Our five growers are members of the council.”

The market will open June 21, Father’s Day, and will run every Sunday from 8:30 a.m. to 2 p.m. through Nov. 22 at Spring and Morris streets in parking lot 10.

The tailgate includes five farms and “specialty vendors,” such as New Jersey-based farms which raise poultry, meat, pork, goat and even quail, not to mention pickles, courtesy of Teaneck-based Picke Licious (www.picklelicious.com).

In an attempt to retain and redirect customers to the central business district, the partnership selects vendors who sell nonprepared foods.

In promoting freshness outside of food, the Morristown Partnership schedules “Second Sundays,” which offers a variety of activities from live entertainment, wellness events and fitness demonstrations, to name a few.

The market draws between 1,000 and 1,200 people each week, Wehring said.

Mini Mac Farm, an 18-acre Long Valley farm specializing in naturallyraised meats, eggs and, grass-fed and certified organic dairy, has been a farmers market staple since 2009. Mini Mac joined the tailgate scene as a means to market their farm and attract customers to their year-round operation. Customers participating in their meat share can pick up on site.

“Our customers became our friends that we see each week,” said Helen McLaughlin, who owns and operates the farm with her husband, Bill.

“It (the markets) also gives new customers the opportunity to ask us questions about our different cuts of meats and our farming practices. We also enjoy meeting other vendors and learning about their business,” she said.

This year, they can be found in Mount Olive on Saturdays and Denville and Chester on Sundays.

With 40 percent of their income derived from tailgate markets, Flying Alpaca Farm and Fiber Shoppe in Long Valley also has reaped the benefits of tailgate markets.

“We actually opened a retail store,” said owner Ed Ball who owns and operates the 10-acre farm with his wife, Julie. The retail store opened this month on East Mill Road in Long Valley.

Flying Alpaca landed on the farmers market scene 3½ years ago as a means to promote their presence and products. Their top sellers include socks, stuffed animals, blankets, hats, sweaters and gloves, Ball said.

Flying Alpaca can be found at the Long Valley Green Market on Thursdays, Morris Plains on Saturdays and every other Sunday in Chester. Occasionally they will have an alpaca in tow.

In its 13th year, the Morris Plains farmers market has coincided its June 13th opening with the height of strawberry season. Sponsored by Provident Bank, the market will operate Saturdays through Oct. 10 from 9 a.m. to 2 p.m. The market is located on the Merchant Block, Speedwell Avenue Extension, across from the Plaza Restaurant and Taylor’s Consignment Shop.

In addition to Flying Alpaca Farm and Fiber Shoppe, featured vendors include Ort Farms of Long Valley, Mara’s Country Desserts of Morris Plains and Brook Hollow Winery of Columbia.

For a complete list of markets in the Morris County area, go to http://jerseyfresh.nj.gov/find/community.html, or contact your town.

The following are some of the tailgate farmers markets in Morris County

Boonton: www.boontonfarmersmarket.org, Saturdays; June 6-Nov. 21: 8:30 a.m.-2:30 p.m., Upper Plane Street lot.

Chatham Borough: https://www.facebook.com/pages/Chatham-Borough-Farmers-Market/110011434705?fref=nf, Saturdays; June 20- Nov. 21, 8 a.m. to 1 p.m., 1 RR Plaza S

Chester: www.ChesternjFarmersMarket.org, Sundays; June 21-Oct. 4 (except for Sept. 13), 10 a.m.-3 p.m., Perry Street.

Denville: www.denvillefarmersmarket.com, Sundays; June 14-Nov. 22, 8:30 a.m.-1 p.m., Bloomfield Avenue Lot.

Long Valley: www.longvalleygreenmarket.com, Thursdays; April-December: 3 p.m.-7 p.m., 20 Schooley’s Mountain Road.

Madison: https://rosenet.org/gov/ddc/pages/madison-farmers-market-2015, Thursdays; June 4-Oct. 15, 2 p.m.-7 p.m., Central Avenue (between Main Street and Cook Avenue).

Morris Plains: www.morrisplainsboro.org, Saturdays; June 13-Oct. 10, 9 a.m.-2 p.m., Merchant Block, Speedwell Avenue Extension ( across from the Plaza Restaurant and Taylor’s Consignment Shop.).

Morristown: http://morristown-nj.org, Sundays; June 21-Nov. 22, 8:30 a.m.-2 p.m., Spring and Morris Streets, Lot 10.

Mount Olive: http://www.mountolivetownship.com/rec_farmersmarket.html, Saturdays; June 6-Oct. 17, 9 a.m.-1 p.m. Turkey Brook Park, 30 Flanders Road, Budd Lake.