Madison Farmer's Market

[brdgt]

Farmers' Market by the numbers
By Debra Carr-Elsing, The Capital Times, April 19, 2007

What is the best and worst thing about the Dane County Farmers' Market?

All the people.

That's how market-goers responded in a 2003 survey conducted by market organizers.

People also say they typically spend an hour at the Saturday outdoor markets and walk around the Capitol Square just once.

"We have great community support,'' says Larry Johnson, market manager. "It rained all day long one time when we counted people, and we still had more than 8,000 come out to the market.''

On sunny days, crowds easily can reach 20,000 or more.

Such loyalty has grown over the years, along with the number of farmers who want to sell at the popular Saturday markets.

"Our first-year vendors are actually restricted from selling at the Saturday markets from mid-July to mid-September because we simply don't have space for everyone during those peak weeks,'' Johnson says.

It works out, however, even with hundreds of vendors because those who sell asparagus, for example, only show up at the spring markets, and pumpkin growers are on hand during fall markets.

"Fortunately, fruits and vegetables don't all get harvested at the same time,'' Johnson quips.

Each week, there's an interesting mix of longtime farmers and those who are just starting out, Johnson says.

Check it out as the Dane County Farmers' Market on the Square gets under way.

Here's a glance at the market by numbers:

GETTING STARTED THIS SEASON

Opening day: April 21

Hours (the usual): 6 a.m. to 2 p.m.

How long the market has been around: 36 seasons

Expected number of vendors on opening day: 100

Highest temperature on opening day: 85 degrees in 1977

Lowest temperature on opening day: 26 degrees in 1996

Number of new vendors this year: 17

Most visible ethnic vendor group: Hmong (15 percent)

KEEPING TRACK

Average number of vendors on any given week: 160

Largest number of vendors on a Saturday: 165

Average number of weekly customers: 18,000

Largest Saturday market crowd (estimate): 25,000

Average yearly turnover of market vendors: 5 percent

Largest vendor display space: 16 feet

Walking distance around the market: half a mile

WHAT'S FOR SALE

Different kinds of meat on sale: 14

Number of vendors who primarily sell cheese: 10 or more

Number of vendors who sell baked goods: 15

Number of growers who sell veggies: 65

Number of vendors who only sell cut flowers: 15

LOOKING AT OUR ROOTS

First bakery vendor: Kamm's (1973)

First year seasonal market crowds reached 200,000: 1974

Earliest start date: this year (prior record: April 22, 2006)

Latest start date: Sept. 30, 1972

Number of weeks in a season: 29 weeks

Number of market managers: 11

KEEP 'EM COMING

Number of times market mentioned in New York Times: 16

Years named as one of the top markets in the country: 1995-2000

Number of awards: Lots!

Latest award: Best of Madison Business Award for 2007

Number of vendors on board of directors: 9

Total number of member vendors: 300

Waiting list for new vendors: 3 years

Farmers' Market Web site launch: 1997

Number of market-related cookbooks and publications: 4 (known)

MARKET HISTORY

Year the market started: 1972

Wednesday market begins: 1978

Number of years the market was year-round: 6

Holiday markets established: 1985

First market benefit dinner held at L'Etoile: 1986

Number of years the market has moved off the square for the Art Fair: 36

First year of food donations to local pantries: 1997

Friends of DCFM begins: 2003

Tenure of current market manager Larry Johnson: 4 years

Longest tenure of a market manager: 11 years (Mary Carpenter, 1989-2000)

First market manager: Jonathan Barry

Genius who came up with the idea for a farmers' market: former Madison mayor Bill Dyke

CRUISING THE WEB

For more information on DCFM: www.dcfm.org.

To learn about the 200 other farmers' markets in Wisconsin: www.savorwisconsin.com. It's a site developed and maintained by the state Department of Agriculture, Trade and Consumer Protection, the UW-Extension and the Wisconsin Apple Growers Association.

Data compiled by Debra Carr-Elsing with the help of The Capital Times librarian Dennis McCormick and Dane County Farmers' Market manager Larry Johnson.

Comments

[antarcticlust.livejournal.com]

I've been waiting for this all year - and of course it opens the Saturday I'm flying back from California! 'sniff'

I love the farmer's market, but I hate the crowds. It wouldn't be half as bad if people actually new how to BEHAVE in crowds, instead of stopping in the middle of the path with their stroller (which they use for carrying veggies, not kids) to chat with someone they know.

Maybe they could structure it so that there's an outer and inner ring, to dilute the crowd a little?

[brdgt.livejournal.com]

Yeah, strollers are the worst - people just use them as shopping carts! When I go I make sure I get there around 8 AM because most of the vendors are set up by then but it's MUCH less crowded.

[sasha-feather.livejournal.com]

I wish they would just block off the streets around the Capitol and move the vendors out onto them, like they've done for various festivals. There would be so much more room to walk. I don't like the fact that there's only one narrow aisle... I'd prefer to meander, the way you can at smaller markets. That said, I am looking forward to going to the market this spring!

[cognative.livejournal.com]

I'm ready for the first weekend. Hopefully it will be warmish!