The bounty of Michigan farms is perhaps never more evident than in the fall when everything from apples and grapes to pumpkins and turnips overflow at farmers markets across the state.
Farmers markets, however, have become more than open stalls for fresh fruits and vegetables, eggs, and fresh meat cuts. They’ve become incubators for startups and entrepreneurs looking to launch their own brands or businesses.
“Farmers markets represent so many things to so many people, especially farmers and small businesses,” says Hailey Lamb, communications manager for the Michigan Farmers Market Association. “Markets incubate and accelerate businesses, and allow farmers to get their products in front of consumers with relatively few barriers.”
The number of farmers markets in Michigan has grown from about 90 in 2001 to about 300 today. Their days and hours of operation vary seasonally. The variety of fresh produce and food products found at Michigan markets is among the largest in the country, and the markets also serve their communities by increasing food access in areas where grocery options are scarce.
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The Evart Farmers Market is held at the Evart Depot, next to the Pere Marquette Rail to Trails.The variety of products successfully launched from Michigan farmers' markets range from maple syrup and maple products, jams, and baked goods to candles, soap, and jewelry. Some entrepreneurs have opened their own storefronts, while others sell their products online and at retail outlets. Many continue to sell their products at farmers' markets.
Michigan’s Cottage Food Law has helped many small businesses get their products to the public, selling specific safe and approved foods, foods that are easily sold at markets, where producers can connect with customers directly and perfect their product offerings.
“Cottage food vendors may also go on to become licensed food processors after finding success at the market,” Lamb says, noting there is a threshold for gross annual sales under the Cottage Food Law.
Those involved with farmers markets across Michigan say there are countless examples of businesses that have planted their roots at local markets. Some brands have become commonplace at regional retail locations.
Linda Szarkowski, coordinator for Leelanau Farmers Markets, can rattle off a list of small companies that have benefitted from selling at local markets. They include
Cultured Kombucha Co.,
Third Coast Bakery, and
Bee Joyful, a Traverse City local natural skincare company that uses beeswax in its products.
Bee Joyful now sells its products in stores across Michigan and
the company still joins farmers markets in the northwest lower peninsula. Third Coast Bakery, which makes and sells a variety of baked goods, including gluten-free, vegan and allergen-friendly, has a brick-and-mortar store in Traverse City.
Szarkowski, owner of microgreens business
Green Spirit Living Farm, says the markets give small businesses a way to test out their products with people. They’re a great way for vendors to get direct feedback from customers.
She began Green Spirit Living Farm in farmers markets and now sells wholesale and through Community Supported Agriculture plans.
“It was a good way to figure out what people want and to educate people,” she says. “When you put things in the storefront, you can’t educate people about your product, but when you’re talking to them face-to-face you really can.”
Sierra LaRose began her small business,
Bear Earth Herbals, an herbal salve and tea company in rural northern Michigan, at farmers markets, including the Kingsley Farmers Market, several years ago.
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Bear Earth Herbals loose-leaf artisan teas are made from sustainably grown and wild harvested herbs from northern Michigan.“I went from having three products and barely covering my booth fee to having a successful, thriving business,” says LaRose, who is also manager of the Kingsley Farmers Market. She also sells her products at markets in Elk Rapids, Harbor Springs, Elberta and Traverse City, as well as wholesale and online.
Farmers markets have also nurtured other types of businesses, those not related to agricultural operations.
In southeastern Michigan, Nawal Motawi, owner of
Motawi Tileworks, began her Ann Arbor business crafting tiles in her garage and selling them at local farmers markets.
“Some of the very first tile sales were made at the Ann Arbor Farmers Market in 1992,” says Sarah Fuller, retail manager and marketing support for Motawi Tileworks.
She says Motawi graduated from the University of Michigan with a degree in ceramics. Motawi went on to work at Pewabic Pottery, gaining insight into tile-making and bookkeeping. Her passion for tiles grew along with her passion for business. Motawi decided to become her own boss, amalgamating her passions.
Fuller says Motawi started by selling decorative relief tiles, made in the very first Motawi studio — Motawi’s garage. She says Motawi showcased her work every week at the farmers market, gradually cultivating a following.
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A decorative relief tiled created by Nawal Motawi.“It was during this time that Nawal received her inaugural fireplace commission from a loyal farmers market customer planning a fireplace renovation and knew she had to use Nawal’s tile to complete her dream project,” Fuller says.
Motawi Tileworks has since gained enough traction to anticipate hundreds visiting for
public factory tours throughout the year.
The markets also help small food producers and farmers get their operations off the ground.
“If you don’t have a lot of money upfront, getting a food truck or another business is difficult,” says Katie Seeber, owner of Gardens of Eden Street who sells garlic hummus and rosemary focaccia bread and other fare at the Kingsley Farmers Market.
“With a farmers market, you can start at home, especially with (Michigan’s Cottage Food Law). I rent a commercial kitchen to do my hummus. I’m just renting so it’s all lowkey. I don’t know what else I would be doing if I wasn’t at a farmers market or that I’d be an entrepreneur whatsoever," she says.
Tammy Arlt, owner of
Covered Wagon Farms, sells homemade jam, homemade bread, raw honey, maple syrup, eggs, poultry, and more at the Kingsley Farmers Market.
“(The farmers market) really got our name out. We’re building in the community and also in the outlying areas too,” she says. “The farmers markets are drawing out other cities and we have actually tripled our business in the last two years.”
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Covered Wagon Farms sells eggs, honey and other food products.As with most small-town markets, Kingsley Farmers Market has grown over the years. Vendors have been added through positive word of mouth and connections LaRose has made, as well as through social media.
“I think we had fifteen first-time vendors last year which was awesome," she says. “One of our vendors came for the first time last year and this year she’s doing two markets. She’s now renting a commercial kitchen, she’s selling wholesale, her sales have quadrupled and it’s all from getting a start at a farmers market.”
LaRose says farmers markets are the backbone of a community and also create a gathering space for the community and networking. She says she believes a majority of small farmers initially earn the bulk of their income through farmers markets.
“You get to engage with your customers and build relationships,” LaRose says. “People come back week after week and you only have to be open for four hours. “I think it’s perfect for farmers and it creates a lot of financial stability for farmers during the summertime,” LaRose said.
Their importance of farmers markets is being recognized in October as part of Agritourism Month in Michigan, celebrating and honoring agritourism’s economic and social benefits to the state’s farms and communities. Farmers markets, on-farm markets, wineries, roadside produce stands, on-farm weddings and events, corn mazes, and more are all examples of Michigan's burgeoning agritourism industry.
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Maple syrup producers are common vendors at farmers markets.Agritourism Month is celebrated in October at the peak of harvest and during a time when people traditionally visit farms, pumpkin patches, and cider mills.
“I know for many small farmers, farmers markets are their bread and butter. It’s how they make the majority of their income,” LaRose says. “In these short four or five months in Michigan, people come out and support farmers at their booths. It’s a way higher profit margin than selling wholesale.”
LaRose credits her company's success to the support and visibility of farmers markets.
"Bear Earth Herbals would not exist without farmers markets," she says. "It was a way to build a business from the ground up and not lease some expensive retail space to try to break into the wholesale market. The people I've met at farmers markets have been a huge part of my success ... I encourage people to support their markets.
"When you spend dollars at local farmers markets, you're putting your money in the direct hands of farmers, makers and the local food system," she adds. "That's important for all of us."
Sarah Ratledge is a Metro Detroit native. In addition to working full-time in the trades, she is a freelance writer. She frequently contributes to Rural Innovation Exchange and UPword and has also written for Issue Media Group’s Input Fort Wayne.