By Paige Lambert

The push for improved health and smarter consumption choices has created a business trend across the country. Vitamin and natural health stores are in almost every town, and many people try to buy local. This turn to natural, local commerce is exemplified by the rise of farmers markets.

Richard De Los Santos, of Texas Department of Agriculture (TDA), said the rise of farmers markets is partially due to people’s awareness of food-borne illnesses.

“Farmers markets give consumers an opportunity to meet the person that is actually growing their food,” De Los Santos said.

Tonia Jones said she became a vendor for the same health reasons. 

“Kids don’t know what fresh tastes like anymore, since they eat mainly food-like products,” Jones said. “I want to teach them about healthy eating habits and the importance of fresh food.”

According to the National Farmers Market Directory, there was a 3.6 percent increase of markets from 2012-2013 in the United States. There are now 8,241 registered markets, with 192 of those in Texas.

Jonas Jones, Buda Farmers Market curator, said he has seen the growth trend since last season. Last year the market had only eight vendors. Now, the average is 12-18, he said.

Markets are also adding vendors who sell more than produce, giving consumers more choices, De Los Santos said. 

Diana Bell, Wimberley’s market manager, said she added a cookie and a syrup vendor, the first two non-produce vendors.

On any given Saturday, live music is heard at the Buda market. Jewelry and handmade baby blankets are sold across from local coffee and vegetable vendors.

Soon it will have activities for kids and a place for people to relax and enjoy the atmosphere, Jones said.

“We want a more sit down thing,” Jones said. “It’s so easy for people to walk through the market and leave. But we want people to stay for a while.”

When the summer months bring dwindling produce, the market plans to have themed weekends, such as promotional customer or family days to continue the flow of people, Jones said.

To keep customers returning, vendors use tactics like offering samples, unique recipes and educational information.

Creating that rapport builds community and encourages consumers to revisit.

“All these extra things we provide helps grow the market and bridge the gap between people and food,” Jones said.

Even without the extra attractions, the market has grown. People are spending $15-$20 each during one market day, more than in past seasons, Jones said. 

Jones attributed the rise in variety of vendors and increased marketing a result of more membership fees and costs waived by the city

“We’re supposed to pay the city $100, but get to set up for free,” Jones said. “I guess they have waived it because they see it benefits their city and community.”

For small-scale businesses, farmers markets are anchors into the community.

Mary Hall, All Sewn Up owner, said the market gets her online business out of the house in a way that builds rapport and is economical.

“I only pay $10 for a spot, and I meet great customers every time,” Hall said.  

Farmers markets can also be a safe place for a budding business to feel out its customer base and marketing strategies. 

Tony Kwiatkowski, Forty Acres Coffee employee, said the new business has only sold at the market twice, but has already seen a positive result.

“I like coming here because all the people help each other out,” Kwiatkowski said. “If it’s slow they will come over and buy coffee or offer advice about how to sell more product.”

As people mill through the stands and talk with growers about their farming methods, the benefits of the market continue to flow through the community.

“It’s local consumers buying from local producers and keeping the money local,” De Los Santos said.

Hill said she often hears about causes and people who need help fundraising. Multiple times the market worked to raise funds for that cause or reason, she said.

For local farmers and merchants, the growth of farmers markets looks even more promising for their businesses. In the next few years, that growth might aid in the markets gaining more permanent vendors.

“I’m not quitting my day job just yet, but in a couple of years I hope to support myself with this market,” Tonia Jones said.