A Bounty of Benefits

Kathleen Bubinas, an anthropology professor from UW-Waukesha, recently completed a study of the effect of farmers' markets on the local economy. She found that the Waukesha Farmers Market was attracting customers to the downtown area and helping support downtown business.

Bubinas' study, which focused on Waukesha and Kenosha, "Feeding the Downtown: A Study of the Effect of Farmers' Markets on the Local Economies in Wisconsin," used interviews and surveys of business owners and vendors.

"We found a definitive, direct economic benefit of the market to the downtown business area," she said.

The study

Bubinas argues that figuring out how to restructure and strengthen local business centers that have been destabilized by deindustrialization, less jobs, a downturn in real estate markets, population shifts and a failing economy is one of the major challenges local Wisconsin economies face.

"One strategy incorporated into local economic development plans is to attract or develop a farmers' market spatially located near the downtown area with the hope that customers will be attracted to spend a few dollars in the stores downtown," Bubinas explains in her study.

"An overwhelming percentage of the business owners in Waukesha believe that the farmers market does benefit the downtown area and slightly over half believe that their own store benefits from the market," the study says.

One storeowner mentioned in the study noted that "people coming downtown will often combine errands and/or activities and stop at other businesses in addition to the farmers market."

According to a survey, which asked shoppers whether coming to the famers market made it more likely for them to do other things in the downtown area, 81percent of those surveyed said "yes."

Of the 21,500 customers who patronized the farmers market in 2008, 81 percent stated they spent money in the downtown as well.

And while famers' markets are often thought of as places to buy local produce and support local vendors, city planners across the state are now beginning to view the markets as an essential aspect of a thriving downtown, Bubinas found.

Why farmers markets?

According to the University of Wisconsin-Extension, farmers' markets mean less waste. Since many of the products are produced with fewer pesticides and require less transportation and packaging than conventionally grown produce, eating locally means less waste.

Eating locally also means shrinking your carbon footprint.

"The average mouthful of food travels 1,500 miles from the field to your plate. An estimated 40 percent of the trucks on our highways transport food. Thus, buying local food can help the environment by lowering transportation costs. By eating locally and seasonally, the average family can shrink its carbon footprint by 20 percent," explains a UW-Extension booklet.

NuGenesis Farm in Pewaukee is one local farm dedicated to growing foods that have been scientifically proven to prevent and fight disease, for example.

Markets are also a great way to meet people in the community and help support local business.

According to Bubinas, farmers markets "function to educate the public about agriculture and food systems through the interaction of farmers and the public and provide a venue for not-for-profit organizations and local community groups to reach out to the public and inform them about raffles, educational programs, and local events."

Farmers markets are also a way for entrepreneurs thinking of opening up a business to test the waters, Bubinas explained.

Her data found that 22 percent of market vendors were also local downtown business owners.

"The market was a real venue for local entrepreneurs who didn't have the capital to open up a store…to see if opening up a store would be a valuable entity," she said. "The market was the first business venture ever for about 18 percent of the vendors at these markets."

Joanna Adamicki, marketing manager with the Waukesha Business Improvement District, confirmed that some downtown businesses also sold at the market.

"I think (the market) is supportive of the businesses in the downtown," she said. "It's a good collaboration."

Adamicki also explained that she often sees customers park on Main Street, walk to the market, and then stop at the shops downtown.

The Waukesha Farmers' Market is open from 7 a.m. until noon every Saturday from May 8 through Oct. 30 and is located along the south side of the Fox River on Riverfront Plaza (Between Broadway and Barstow) at the former site of the transit center (just east of 332 Riverfront Plaza).

By the Numbers

1,500 Miles the average mouthful of food travels from the field to your plate

40 Percentage of trucks on our highways that transport food

20 Percentage in which people can shrink their carbon footprint by buying locally grown food

21, 500 People who patronized the Waukesha farmers market in 2008

IF YOU GO

What: Waukesha Farmers Market

When: 7 a.m. to noon Saturdays through Oct. 30

Where: South side of the Fox River in Riverfront Plaza, between Broadway and Barstow