Fresh Produce in Season in Union County

Area farmers’ markets showcase local growers

By Joseph Pawlikowski

IT’S JULY, and the freshest tomatoes, corn, peaches, and almost every other fruit and vegetable under the sun is in prime harvesting season. While you may be able to find this produce at your local supermarket, none of it compares with what can be found at a local farmers’ market. “They are a phenomenon that really must be experienced to be appreciated,” says Charles M. Kuperus, New Jersey Secretary of Agriculture. “In many cases, they serve as much as a community event as they do a place to shop for farm fresh products.”

RISE OF THE MARKET
There are currently 80 farmers’ markets in New Jersey, 28 of which have opened within the past four years. This coincides with the national growth in farmers’ markets, having grown from 1,755 in 1994 to 3,706 in 2004.

In addition to increasing numbers, the volume of each existing market has risen. “Although there is a great deal of competition, we continue to grow each year,” says Jeff Stein, Director of the Scotch Plains Farmers’ Market. “We continue to implement an integrated marketing approach to help garner new patrons.”

Ronald Good of the New Jersey Department of Agriculture confirms, “In general, consumers tend to agree that freshness and direct contact with farmers are the main factors that drive them to farmers’ markets, that these facilities help support local agriculture, and that by attracting customers to downtown areas, farmers’ markets boost the local economy.” “Our Farmers’ Market has had a tremendous surge in popularity over the years mainly because of the aggressive promoting we do,” says Dave Strochak of the Elizabeth Farmers’ Market. “The Elizabeth Avenue Partnership promotes the Farmers’ Market on cable TV, in newspaper and magazine ads, and on billboards.”

These days, it is hard to find an urban or suburban area that doesn’t want to jump into the farmers’ market arena,” says Kuperus. “Development and redevelopment
planners view them as a key to drawing people to their commercial districts.” Jane Gursky of the Freehold Farmers’ Market has a different take on it. “People miss the old roadside farmers’ markets. They want fresh produce and other food items.”

HEALTH AS A BONUS
Over the past few years, part of our national focus has been on the increasing obesity trend. The fiber and vitamins found in fruits and vegetables are key cogs in the fight against obesity. The produce offered at farmers’ markets is natural, devoid of the artificial fats and sugars that comprise processed foods.“As participants in these efforts, farmers’ markets bring highly nutritious foods to those who otherwise might not have ready access to them,” says Kuperus. “Clearly, farmers’ markets promote nutrition education, wholesome eating and better food preparation. ”In the process of shipping and preserving, many of the nutrients present in fruits and vegetables are lost. Over the mere time span of its transportation, a fruit or vegetable may lose half its vitamin C content. Preservatives utilized by farms that ship nationally also diminish the vitamin and fiber content of produce.

At farmers’ markets, the food is grown locally. There is no need for preservatives, since there is little time between the harvest and the sale.

SCOTCH PLAINS FARMERS’ MARKET
The Scotch Plains Farmers’ Market is held in the Municipal parking lot on Park Avenue in the Town Centre. The market runs every Saturday from June 24 through October 28, from 8 a.m. to 2 p.m. “The Saturday time slot has worked very well for us since its inception,” says Stein. “I think that the consistency of having it every year, at this time, has added to our success.”

“Our philosophy is quite simple: we invite a varied and limited number of top-quality, experienced vendors who have a passion for what they do, and have them provide an engaging variety of fresh grown produce, delicious homemade baked goods, and gourmet-style food products,” says Stein. “In doing so, we have been successful in attracting customers from all over who look forward to coming each and every Saturday to enjoy the fruits of their labor.”

This year, they have implemented a Farmers’ Market Hotline, to provide information regarding the status of each vendor in the event of inclement weather.

The market is sponsored and managed by the Scotch Plains Business & Professional Association, a non-profit organization whose purpose is to assist and enhance the business community of Scotch Plains.

ELIZABETH FARMERS’ MARKET
Running June through Nov. 28, the Elizabeth Farmers’ Market draws roughly 300 to 500 patrons weekly.

“We start in June so our Jersey farmers have enough produce to sell, mainly fresh, plump strawberries, blueberries and most greens such as lettuce, broccoli and kale,” says Dave Strochak. “July and August bring in the always-popular Jersey crop of sweet corn, tomatoes, peaches, berries and more.”

Elizabeth’s market runs later than most in New Jersey because of the wide array of produce still available at the time. Pumpkins, squash, broccoli, onions, peppers, and apples are among the popular items sold after most markets close for the winter.

To close out the market year, Elizabeth Farmers’ Market holds an annual homemade Pie Sale on the Tuesday before Thanksgiving. “Last year, our farmers sold close to 200 pies that day ,” says Strochak.

Fresh produce is not the only attraction of the Elizabeth Farmers’ Market.

“We also have some cornerstone businesses in the area that we promote as part of our “One Stop Shop” campaign,” says Strochak. Choice cuts from Centani Prime Meats and the top catch from Algarve Fish Market are also available on the premises.

RAHWAY FARMERS’ MARKET
The Rahway Farmers’ Market is held every Thursday from July 13 to October 19 from noon to 6 p.m. at the Train Station Plaza in downtown Rahway. The market began in 1997 and continues to grow in popularity.

“We offer two farmers who carry Jersey Fresh produce grown locally as well as throughout the state,” says Cheryl Ann Cammann of the Rahway Center Partnership.

In addition, the market features an assortment of vendors each week, offering prepared foods and homemade products. “We are proud to once again offer the Rahway Farmers’ Market to showcase the wide array of Jersey Fresh produce and support New Jersey farmers who are continuing the tradition of the Garden State,” notes Cammann.