Rival Turlock farmers markets experience radically different seasons

Two markets, both alike in timing, in fair Turlock where we lay our scene.

From new grudge break to new developments, where civil disagreement makes civil competition. And now, it seems, the people have spoken.

While the stakes for the dueling farmers markets in Turlock might not have been exactly Shakespearean, the drama was no less real. Now, three months into the seasons for both the established, nonprofit Turlock Certified Farmers Market and upstart, for-profit Turlock Downtown Farmers’ Market, their fortunes have diverged dramatically.

After a contentious debate about which market should occupy the Main Street location, on Saturday neither one was there. In May, the nonprofit market opened at its new location at the Stanislaus County Fairground at the same time Peter Cipponeri’s for-profit market opened in its rival’s old Main Street location. But dwindling crowds coupled with business owner complaints prompted Cipponeri to move from the once-coveted spot two blocks away to Central Park.

On the first weekend at its new home, the for-profit market saw few shoppers. The market has dwindled from 36 vendors when it debuted to just nine Saturday, which included Cipponeri’s family fruit stand and a city of Turlock Parks and Recreation information booth. Other booths included a cheese seller, ice cream vendor, pupuseria, Portuguese bakery, honey stand and two body product shops.

Still, for-profit Market Manager Mason Ankeney remained optimistic and said the new location could help the market because of its better traffic and visibility at the busy intersection of Main Street and Golden State Boulevard. About half a dozen small groups of customers strolled through in the span of an hour midmorning.

Late last year, 24-year-old Cipponeri filed for a permit to operate a for-profit farmers market at the same time and location as the Turlock Certified Farmers Market, which had run its nonprofit event downtown since 2010. That sparked an often-heated citywide debate about the markets, with the Turlock City Council ultimately voting that the two sides should try to work together. That didn’t happen.

Cipponeri has since scaled back his market’s season, which now will finish up at the end of the month rather than in October as previously planned. But, Ankeney said, if the new location catches on, it could be extended again. Next year, however, is still up in the air.

“No decision has been made on next year yet. My belief is we’re out here to stay and are ready to go next season,” Ankeney said. “We want this whole thing to promote the downtown. We want them to thrive no matter what.”

It was downtown business representatives who expressed their displeasure with the light foot traffic to the for-profit market, which had already shrunk from two blocks to one during its run this summer. Ankeney said the market has been averaging 300 to 400 guests each Saturday. Now, Main Street will remain open through the rest of the season, giving shoppers easier access and parking for the stores in the area.

The scene was much different about a mile away at the nonprofit Turlock Certified Farmers Market. Robust crowds streamed onto the fairground, carrying their well-worn reusable bags and pulling wagons for their kids and purchases. Certified market Manager Derek Griffin said while the number of vendors was down a little from the season’s opening (from 50 to about 43) it was part of the normal ebb and flow of the harvest season.

Booths lined the inside and outside of a large shaded pavilion selling fresh fruit, vegetables, jams, salsas, meats, sweets and other assorted boutique items. Griffin said the event has been very pleased with the amenities and convenience of its new fairground home, which includes a large free parking area and existing restroom facilities. The nonprofit market has averaged 3,000 to 5,000 guests each Saturday.

“This has been a really good move for us, the community and the vendors,” Griffin said. “The fairgrounds welcomed us with open arms. They’ve been really gracious hosts.”

Hundreds browsed through the booths at the nonprofit market while others paused to grab something to eat from the food vendors. Among them was Turlock resident Pam Provino, who came to the market with her brother and 5-year-old son to shop and eat. She followed the market from its previous downtown home to the fairground and said she would follow them back if she had to next season.

“It’s nice to see the community sticking together like this,” she said of the busy market. “That’s loyalty.”

Vendors at the Turlock Certified Farmers Market also seemed pleased with the crowds, which most said matched – and in some cases surpassed – what they saw when they were downtown.

“It’s actually better, from what I’ve heard,” said Wolfsen’s Meat & Sausage seller Dave Ventura, who often sells out of select products. “And people in general have said they’ve liked it better.”

Tom Tsymbal of Golden Comb Honey has booths at both markets. While his daughter manned the stand at the fairground, he read the newspaper idly at the quiet Central Park market. He said he wanted to support both, but easily does double the business at the nonprofit market. If both markets continue next season, he said he would stay with only the Turlock Certified Farmers Market.

“Right now this is just kind of a waste of time for me,” he said. “I’ve actually suggested they move this market to the evening or a weekday. But with two (at the same time) people aren’t coming to this market.”

Turlock business partner Candace Gonsalves of Farm House boutique was at the fairground market handing out free balloons and fliers inviting people to frequent the downtown shops. She said the for-profit market’s anemic attendance has hurt downtown businesses. However, she said she didn’t want to dwell on the hard feelings, which saw protests and five-hour council meetings, from earlier in the year.

“It’s really sad for us. But we’re looking forward to the future,” she said. “We want to focus on bringing the community back to downtown.”

This story was originally published August 6, 2016 at 6:03 PM with the headline "Rival Turlock farmers markets experience radically different seasons."