Market fresh: Local vendors explain why there's still value in farm-based businesses

The economy may be struggling, but the market is ripe for small, agriculture-based businesses, say local farmers and agriculture experts. For vendors, the niche provides the opportunity for a farm or garden hobby to become an extra source of income. For customers, it offers fresh, organic products grown right in Southeast Missouri.

"The value is that it keeps people connected to farms and rural agriculture," says Gerald Bryan, agronomy specialist at the University of Missouri Extension Center in Jackson. "I also think there's a trust factor -- people would rather buy products from a person they know rather than have it imported from a foreign country. The produce is fresher because it hasn't been hauled around for a week or so before it hits the stores and then sits in a cooler."

Bryan says most agriculture-based businesses are part time -- in fact, he uses his own spare time to grow and sell blackberries. Part-time farm ventures are not a dependable source of income, he says, but they do provide retirees and hobbyists a little extra money for doing something they already enjoy.

"The number of part-time farmers has increased dramatically due to pressures of the economy," he adds. He's also seen an increase in people interested in starting their own backyard gardens.

The Jackson Farmers Market is one outlet for local producers, including fruit and vegetable growers, meat and egg vendors, bakers, soapmakers, beekeepers, craftspeople and more. Though the market doesn't open until May 18, market manager Lance Green says turnout for the April 20 Early Bird Market was better than expected.

"It seems that food and related items are in demand most all of the time and should fare well even in a tough economy," he says. To connect with even more vendors and clients, the market now has a website and Facebook page, which Green believes contributed to the success of the Early Bird Market. But, like Bryan, who says his blackberries taste best right off the vine, Green says the quality of produce is the main attraction at any farmers market.

"The freshness, taste and variety of a local market beats anything that the big box stores or even the grocery stores can imitate," says Green. "Developing a relationship with your farmer, your grower, your baker, or your craftsman lets you know exactly what's going on with their products and the customer can get exactly what they want."

Buying locally is good for the community, too, says Green.

"Farmers markets are directly affecting the lives and economies of local people -- your friends, relatives, and neighbors. I think we have a moral imperative to help those around us first," says Green. "The dollar that is spent at farmers markets benefits us much more as a community than the same dollar spent at Walmart," he adds. In addition to overseeing the Jackson Farmers Market this year, Green operates Green's Garden in Patton, Mo., where he sells local organic foods.

Gerry Jones, known for his work in the real estate business, opened Jones Heritage Farms last year, featuring all-natural meats, eggs and vegetables, homemade pies and breads, and other organic, locally produced goods like honey, jellies and cheeses. Jones says the farm, located between Cape Girardeau and Jackson, has already developed a loyal following, from healthy eaters and foodies to nostalgia buffs and average folks. The business has even started catering and hosting private parties, and is open certain hours for breakfast, lunch and dinner.

"We had no idea that we would grow as fast as we have, but I think that in a tough economy people really look for quality, value and simplicity," says Jones. He notes that while the average grocery item travels over 1,500 miles from farm to store, 90 percent of the products at Jones Heritage Farm come from his own farm or within 50 miles.

"That makes a big difference on taste, freshness and environmental impact," he says. "It also gives the consumer the peace of mind of knowing how their food was raised. You can look right outside our market and see what we do. Buying local also helps support the local economy, provides jobs, reduces carbon emissions and improves local quality of life."

Jones thinks the market for farm-based businesses will to continue to grow.

"Cutting out the middlemen and direct marketing to the consumer is the best way for a small farm to make it," he says. "I think that this trend will continue to grow as consumer demand for fresh, local products increases and as farmers look for alternative income streams."