[Pictures courtesy of Maurice Fitzgerald.]
Ward 8 Farmers Market opened its first ever Tuesday market at United Medical Center last month. Part of the excitement of a market is always that transformation of a little bit of city real estate into something very different. The transition is not always simple, as we learned at about an hour before opening when a few drivers rolled their vehicles right between the tents during setup, seeking the elusive parking space. Our first lesson was to abandon a wide-open, welcoming look and get some cones into place.
The first market of the year, especially in a new location, always has a bit of a party feeling for the market manager and vendors, including a nervous stomach flutter as you wonder if the guests are actually going to show up.
The team at the United Medical Center (UMC) Foundation did a tremendous job of generating excitement within the building. Starting when the market opened at 3, a steady stream of staff in scrubs and suits ran out of the building to shop. In a sign of UMC’s commitment, hospital CEO Frank Delisi was on hand. Calvin Smith, head of the foundation, was a major presence all afternoon.
When the morning shift got off work at 3:30, to our delight, many in the throng stopped by to visit the tents before they headed for home. Although many of them had seen the posters, ads, signs, and emails, there is nothing more enticing than glancing out the window and seeing that our farmers have really brought their produce, baked goods, potted plants, and even lemonade out to the heart of Southeast.
The connection between access to fresh food and access to medical services is big at this location. It is the site of several clinics, including a WIC mobile clinic. The National Children’s Medical Center will be establishing an outpost of their emergency department there later this summer. This location not only makes fresh food more convenient to buy, but links people who have food access issues to medical professionals who are also produce enthusiasts.
Perhaps the biggest factor in bringing fresh food to the residents of Southeast is affordability. The Ward 8 Farmers market accepts all forms of nutrition assistance that apply, including EBT, and the Farmers Market Nutrition Program (FMNP) for WIC and Commodity Supplemental Food Program for senior citizens. The very first customer I handled paid with a coupon from the Senior FMNP, in fact. By the time the market closed at 7, we had only seen a couple more of those, but we know there are several housing developments catering to seniors in that stretch of Southern Avenue.
That first day, about five percent of our sales were paid using food assistance. As June turned into July, that percentage rose, as we got the word out in the community and became less dependent on the doctors and nurses, who tend not to be eligible—despite their student loan obligations. Sure enough, at the July 20 market, 40 percent of our business was from customers receiving help. As the summer goes on, we hope to see new faces turning into regulars.
Michael Segal is the market manager for the Ward 8 Farmers Market.
