A marketplace for every season
Though it is one of the most cliche lines in movie history,
Kevin Costner followed the advice of the ghostly voice that told
him
”
If you build it, they will come,
”
in
”
Field of Dreams.
”
And it might be time for San Benito County farmers to take that
same advice when it comes to a year-round marketplace.
A marketplace for every season
Though it is one of the most cliche lines in movie history, Kevin Costner followed the advice of the ghostly voice that told him “If you build it, they will come,” in “Field of Dreams.” And it might be time for San Benito County farmers to take that same advice when it comes to a year-round marketplace.
The summer farmers’ market is less than a month away and with it will come an abundance of summer fruit, herbs and vegetables, as well as ice cream vendors, baked goods and Mansmith’s tri-tip sandwiches. Other goods include locally raised chicken and beef.
Though food is being exported from local fields all year long, many farmers are adamant that a year-round farmers’ market is not sustainable. Even after a decade to cement the tradition of Wednesday afternoons at the market, local farmers say they are still struggling to turn a profit at the event. Even one of the biggest supporters of the event admits it is not so much about the money as giving locals an opportunity to buy locally-grown food.
Farmers say a year-round market will never make it because locals can barely support the few months when the market is active now.
It’s another one of those Catch-22s. The current farmers’ market runs on a weekday when many people don’t have free time to do a bit of grocery shopping or stroll around the grassy lot on the corner of Fourth and San Benito Streets. Farmers say they can’t spare a Saturday because they have to go to more profitable markets out of the county. But if they were in San Benito on Saturday, the local market would probably be more profitable.
Joe McIntyre, of Ag Innovations, has been working with a group of growers and local citizens to lend greater vitality to local agriculture. The group’s idea for a permanent marketplace makes sense to us since it relies not just on locals to make it profitable, but on drawing in tourists who would stop by for a variety of San Benito wines, food and agricultural goods. A year-round market could make it in San Benito – as long as it works in accord with efforts to bring more tourists to town.
If we build it, they will come.
