Economy of Scale at the Ithaca Farmers Market 

Laura Avery

Mirror contributing writer

   ITHACA, NY -- I visited the Ithaca, New York Farmers’ Market twice, on two consecutive Saturdays, as an anonymous shopper, not as the manager of the Santa Monica Market, meandering about with the crowds, making conversation with vendors and overhearing exchanges between the farmers and was struck by how willing farmers are to talk about what they do as well as what they grow. 
   The Ithaca Farmers’ Market is a big market under a clear roof structure with four vending alleys and consists of about 60 vendors -- both farmers and non-farmers. I spoke with only a few farmers, preferring instead to watch the activity, and as I noticed that themarket manager was very busy and preoccupied, I didn’t even approach her. 
The simplest interaction with a farmer is a straight out sale with simple questions about the type of produce being sold. One young grower displayed a picture of his two Belgian draft horses harnessed to a hay wagon. He said he farmed three acres for the farmers’ market and the rest of his 70 acres was in hay and corn for stock feed -- a very practical financial safety net for the lifestyle risk of small-scale farming. He assured me that his Belgian team was very economical and he seemed to have a sound operation underway. 
   Most of the growers were certified organic with Northeast Organic Farming Association (NOFA) signs on their stands. They are not otherwise certified by county agricultural inspectors, as our California farmers are, and all growers and vendors must live within 30 miles of Ithaca to qualify for participation. Blueberries, peaches, melons and corn were abundant at several stands, but the majority of produce sold was of the humble vegetable variety -- onions, squash, bell peppers, tomatoes, lettuce, beans, chard and small bunches of herbs selling for $1.50 each. Tables were not overflowing, but artistically arranged with homemade signs and farm names. Everything was incredibly fresh and appealing. 
   There were no dairy products at the market, because the New York state dairy farmers are too big to get involved in small scale direct retail selling. It makes one wonder if a small organic start-up dairy might not be just the thing. 
   Driving only 30 miles to market, often in only the family car with the back seats folded down, is a relatively easy road trip. Although one farmer maintained that the two Oswego Farmers’ Markets were better for her, she felt that she should come to Ithaca because it was such a “big market.” She was willing to be patient and to let the market realize its potential for her, and she has formulated several observations as to the market’s dynamic with respect to her sales. 
   She was simultaneously suspicious, philosophical, curious and resolved -- a rather potent prescription for carrying on to see what happens. 
   I spoke at length with a farmer named Karen who grew veggies on leased land and who turned out to be the president of the market board of directors. She was planning to quit farming later this year and apply for a grant from the Cornell University Cooperative extension to study the income potential of farmers’ markets -- both for the farmers and the organizations that sponsor them. After being involved in the bureaucracy and politics of running a market, she wanted to step outside and study the possibilities. Number one on her list was getting the two local universities’ food service organizations to purchase from local farmers. Would there be a meeting of economic interests there? Possibly, but only on a scale in the theoretical realm for now. In the mean time, a more immediate mesh of farmers and shoppers supporting each other’s mutual produce priorities made for a much more pleasant and tasty market day under the pavilion on Cayuga Lake.