By Amy L. Dempster, Westford Eagle
Calling farmers’ markets across the Commonwealth “essential to the vitality of Massachusetts farms,” Governor Deval Patrick declares August 21-27 Massachusetts Farmers’ Market Week. And it could not come at a better time for local markets that are facing a decrease in weekly shoppers.
According to a recent post on Masslive.com, customers are being spread too thin as the growth of farmer’s markets explode in the bay state. About 160 new markets launched in the past seven years in Massachusetts. Most of these new markets opened in towns neighboring existing ones causing demand to spread out too widely.
Gloria Gilbert, founder of the Westford Farmers Market, said, “We have definitely seen a downturn since Chelmsford, Carlisle, Acton-Boxborough, and Harvard opened their markets after ours. Chelmsford is closer to Westford than the other towns and we see a big loss of market share there.”
As a result of the growth trend local farms and artisan food vendors are being forced to set up at multiple markets in an area simply to avoid losing revenue and share of the shoppers. They have to free up more resources to run the many markets which drives up their costs and, many times, their prices. Westford resident Patti Mason said, “I know that I am not buying as much because the prices seem to be going up more and more each year.”
Where once finding the right mix of vendors was enough farmers’ markets now have to focus their attention on special events and growing market awareness to bring in a bigger share of local residents. Gilbert explained, “We concentrate on public relations and marketing, special events, children’s activities, entertainment, and, most importantly, Westford pride of community in order to cultivate our supporters and keep our market strong.”
That’s where regional events like Farmers’ Market Week are helpful. Governor Patrick’s proclamation states, “It is befitting for the citizens of Massachusetts to recognize the continued contribution of farmers’ markets to local consumers, as well as their positive impact on the economy of the Commonwealth.”
The Westford Farmers Market will kick off its celebration of Farmers’ Market Week on Tuesday, August 23, during the regular market hours of 2:30 to 6:30 pm. Children’s activities include a market scavenger hunt and art contest. Farms and food vendors will have exclusive specials and offers. Supporters can win prizes for submitting a 500-word essay about how Westford could become a more sustainable community.
The market will also kick off its Local Dinner Challenge during the celebration. From August 23 through August 26 the organizers challenge supporters to eat a locally sourced dinner. Supporters can pick up meal idea recipes and shopping lists at the market or download them ahead of time from the market’s website. Then, they can share their progress on the market’s Facebook page while connecting to other participants. For more information and details on the event, please visit www.WestfordFarmersMarket.com.
