Eat a peach and save the market
It’s not the buildings and streets that make a town a
community.
It’s the people and traditions.
One of Hollister’s finest traditions is the seasonal Farmers’
Market, held each Wednesday afternoon during the growing season at
the corner of Fourth and San Benito streets.
Eat a peach and save the market
It’s not the buildings and streets that make a town a community.
It’s the people and traditions.
One of Hollister’s finest traditions is the seasonal Farmers’ Market, held each Wednesday afternoon during the growing season at the corner of Fourth and San Benito streets.
Like Hollister itself, the market has had a checkered history since its inception.
Hollister sits atop two major earthquake fault systems. Streets wriggle and buildings twist over time. In 1989 the Loma Prieta Earthquake wrought $100 million in local damage in the space of a few seconds. Then a series of suspicious fires downtown added to the loss. One of two local canneries closed. Most recently, Leatherback, a local manufacturer of building products for generations, announced its intended closure.
Still, Hollister prevails. A new city general plan, a developing strategic implementation plan and talk of turning challenges into opportunity through new urbanism are a fresh cause for hope.
Since its birth on Sixth Street, the Farmers’ Market has been shunted from place to place until it landed in its current home. Located as it is at Hollister’s most visible intersection, the market enjoys prominence of place and convenient parking that would seem to make it an irresistible attraction. Hollister is located at the center of one of the most verdant agricultural regions on earth. Scores of crops grow throughout the year. The sugary scent of dried apricots, the pungent tang of celery fields and the heavy scent of processing tomatoes are part of our everyday lives.
The market’s manager has done much to make it more attractive. Bounce houses invite kids to tumble and families to linger. Vendors sell bread, pastries and barbecue, along with fresh produce. Artists exhibit their work.
Still, the market is not the success its organizers and vendors hoped for. The market committee is considering closing the market in mid-September, two weeks ahead of schedule, due to sagging business.
Certainly, part of the problem is San Benito County’s modest population as well as its high percentage of commuters who arrive in town just as the market rolls close for the week.
But a bigger part of it is ingrained practice. Potential buyers who are not in the habit of visiting downtown probably never give a visit to the Wednesday market a thought.
Further, local vendors often can make more money by traveling to Farmers’ Markets in more urban areas.
We believe two things can be done. First, the local market committee should consider expanding the market to include more arts and crafts vendors, as successful markets in most other cities do. More important, we all can make it a point to drop by and fill a bag or two with farm-fresh produce.
Remember, your mother always told you to eat your vegetables.
