Evening farmers market in works for 10th Street in Modesto

An evening farmers market is expected in downtown Modesto in May or June under a plan by the Modesto Certified Farmers Market and the nonprofit Modesto Improvement Partnership.

The market would operate on Thursday evenings and include a blend of vendors. Many are expected from the market already held on Thursday and Saturday mornings on 16th Street next to the county library, said Hank Barrett, chairman of the MIP’s business recruitment and retention team. But the evening market will have arts and crafts vendors, too, akin to those who join farmers market vendors for the annual Dickens Fair in early December. There’s also been discussion of having more entertainment than is typical at the Certified Farmers Market during the day, he said.

Marie Uber, manager of the Modesto Certified Farmers Market, confirmed that its board endorsed the plan and put it in the hands of her and the board president. She said she’s been working closely with Josh Bridegroom, downtown program manager for the city, to plan the market.

At least 14 vendors from the daytime market have said they’re interested in participating in the evening, she said. “Once we set vendor fees and such, we can get forms out to get vendors formally on board,” she said.

The market will be on the two blocks of 10th between K and I streets, including Tenth Street Plaza. Even 14 vendors are nearly enough to fill up 10th between I and J, Uber said, because most will have more than one booth. That leaves plenty of space for food, craft and other vendors she and Bridegroom will procure, she said.

At the daytime Thursday and Saturday market, “we have new vendors this year, and do every year, that we cannot get into our one little block,” Uber said. With so many people preparing and packaging food in home kitchens under California’s so-called cottage food law, there are increasing requests to join the farmers market, Uber said. “So we can offer that opportunity on Thursday evenings. … I hate to turn anyone away.”

The goal of the Downtown Modesto Community Benefit District, which was formed by the City Council in September and is managed by the MIP, is to improve the downtown corridor, Barrett said. “To make it more vibrant, more attractive and economically successful.”

He said the MIP viewed an evening farmers market as “low-hanging fruit.” He personally was inspired by visiting such a market near old downtown in San Luis Obispo about a year ago. Although Barrett and a friend bought little at the market itself, the event was the catalyst for a fun evening that included dinner and drinks, he said.

The MIP board decided to approach the Modesto farmers market about teaming up to “get something going,” he said. The idea is that the market draws visitors who then will decide, “Let’s go here and have a glass of wine,” or “Let’s go here and have dinner,” Barrett said.

The immediate benefit is expected to be to restaurants and other food and drink establishments, he said. “I don’t know there is that much else open in the evenings” except on Third Thursday Art Walk nights, he said, but increased “vibrance” generated by the market might change that.

Marie Rodin, who owns and operates Rodin Ranch Farmers Market at 10th and J streets, said she’d stay open late on farmers markets nights and put more inventory outside her shop. “I see it as a plus, I’m really excited.”

The business has been open only since December 2014 and still is growing, she said. For her and owners of several restaurants still getting on their feet, anything that will bring more visitors to downtown is good, Rodin said. “You wouldn’t believe how many people come in and say they didn’t know I was here.”

On Certified Farmers Markets days, she said she’s already observed an increase in shoppers downtown. “I think we’re all a little busier.”

And because produce from the Rodin family’s farm on a rural edge of Modesto is just part of what her store carries – it also has nuts, dried fruit, jams, nut butters, fruit trays and gift baskets – she said the market right outside her doors will be a good opportunity to make business contacts.

Barrett said he envisions the evening market running through September or even into October. If the seasonal nature of produce means those offerings taper off in later months, the crafters and other exhibitors may have a larger role. “That’s where we have to be flexible,” he said.

Uber said the Thursday daytime market will continue as normal, rather than move to another day, for several reasons. First, the market’s season begins later this month and most vendors already have hired staff for Thursdays and given up other venues for that day. Second, through a grant Uber applied for and received to promote healthy cooking for junior high students, the market will have a Junior Chefs at the Market program on Thursdays during the summer months. And third, the market has field trips by Modesto schools lined up.

She said vendors seem to have no qualms about having a morning and evening market the same day. Some come from places like San Leandro and Livermore and pack their produce on ice. They’ve indicated that they easily can pack additional produce for the evening market and it makes more sense than traveling to Modesto a third day of the week. Closer vendors have told her they can “send a whole new wave of produce and staff” for the evening.

This story was originally published March 9, 2016 at 12:39 PM with the headline "Evening farmers market in works for 10th Street in Modesto."