Another Sign Of The Season: Tosa Farmer's Market Set To Open

Signs of coming summer keep cropping up in the Village, as diners fill sidewalk tables and families of bikers hit the trail past the Little Red Store.

Opening for its second full season Saturday, the Tosa Farmer’s Market will add its welcome to summer, with vendors offering freshly prepared breakfast and lunch as well as just-picked vegetables and herbs for creating a weekend feast.

Rebecca Kitelinger, in the newly created position of market manager for the farmer’s market, says she is looking forward to the building on the success of the market's first year. The market, a volunteer-run project of the Fire Fly Foundation Ltd., is located in the municipal parking lot east of Harwood Avenue and south of the Menomonee River.

“Last year we were so fortunate to have such great support from the community," she said. 'Each week we had around 1,000 people coming down to the Village to support us and also support the local businesses.”

This year, Kitelinger said, the vendor spaces are fully booked, and the number of full-time vendors has increased.

“We have around 45 vendors participating this year," she said, "with more full-time vendors than last year, so visitors can expect to have a full market anytime they come down.”

The popularity of farmer’s markets continues to grow around the country, with over 200 farmer’s markets in Wisconsin alone, according to the latest USDA statistics. Kitelinger cited two reasons for the markets’ increasing popularity: access to locally grown food and connection with the people who grow it.

“It just provides a direct connection with local farmers and food makers," she said. "It gives the community an opportunity to buy those foods right in their own back yard.”

Kitelinger said shoppers also value the relationship with the farmers.

“As a visitor, you can truly connect to the food on your table by talking to the person who picked your apples or made your jam," she said. "It's just such an intimate experience that you don't normally get when buying your groceries.

“It's really hard to be disconnected from your food when you know the name of the couple you buy your spinach from.” 

Chris Granlund of Butterfly Gardens, an urban garden in Wauwatosa, offered another perspective on the grower-shopper relationship.

“As growers, we have other options to sell our produce, like through a CSA (community-supported agriculture) or RSA (restaurant-supported agriculture)," Granlund said. "But we prefer selling at a market because of the direct, face-to-face contact we get with our customers.”

Part of the charm for Granlund and operating partner Kris Slater is the slower pace that lets them get to know their customers.

“They like to talk about our favorite subjects: growing and cooking," Granlund said. "Also, the fact that we grow right here in Wauwatosa, where our customers live, gives us a sense of community.”

Granlund added to the list perhaps the most important reason that people buy from the farmer’s market: taste.

“There is no comparison when making a dish prepared with locally grown, freshly picked produce versus buying at the grocery store," Granlund said. "The difference in taste is amazing!”

In addition to all the fresh fruits and vegetables, many customers enjoy on-the-spot dining, including coffee, crepes and soup. According to Kitelinger, the stands offering prepared food are about equally popular with those carrying fresh produce.

“What's nice about the market," she said, "is that you can count on coming down and getting your fresh produce and other food for the week while also being able to enjoy something prepared for breakfast or lunch.”

Throughout the 2011 season, the market will feature some special events. The first of these is Artisan Day on May 28. According to Kitelinger, “It's a one-day artisan market in conjunction with our regular market and will feature local handcrafted items. We will have another Artisan Day in the fall.”

Kitelinger hopes that the special events will draw more shoppers to the market as well as provide exposure for local artists and businesses. 

A Children's Day is planned for June 25. “Children’s Day will feature children's activities and local businesses featuring children's products,” said Kitelinger. Kohl’s Color Wheels, a van from the Milwaukee Art Museum that brings art projects to events throughout the summer, will add to the family activities on that day.

Kitelinger described the event as “the perfect chance for families to come down to the market and enjoy an entire day of activities we've planned for the whole family.”

Changes from last year include extended hours, until 1 p.m., and the addition of Kitelinger’s position. In this role, she said, she’ll be “the face of the market and will be there for the vendors, volunteers and visitors every Saturday to help them with questions, concerns or anything else they might need.” 

Kitelinger is enthusiastic about the market’s role in enhancing the community of Wauwatosa.

“It's just great to know that visitors have a resource to get this fantastic produce for anything from their weekly shopping to a feast with friends," she said. "What's really great is just being part of people's Saturday morning routine. It's really special that our neighbors consider us as part of their Saturday morning.”

Looking ahead, Kitelinger said, “I think we can just hope to continue to grow. We have completely booked our vendor spaces for the season, so if we continue to be supported by the community we will begin to look at ways of expanding.”

The market, located near the Little Red Store in Wauwatosa Village, is open from 8 a.m. to 1 p.m. Saturdays through Oct. 15.