Farm Markets Competition Escalates

When people think of farm markets, they maybe have a bucolic vision of healthful produce, dairy products, meats and natural items grown in the area that have come straight from the farm to the consumer.

Around the region, farm markets have flourished over the past decade and Loudoun growers are among those benefiting from the movement. Vendors have a reputation for friendliness and willingness to exchange growing tips and other information

But, as the farm market movement has boosted farmers' livelihoods, so has the battle over turf, as Purcellville is finding out. The recent fracas over farm markets in town, featuring three entities, has become sufficiently heated that one bemused individual said, "the politics of farm markets beats anything seen locally."

About six years ago, the Town of Purcellville offered a site on North 21st Street across from Magnolias at the Mill restaurant at no charge for the Loudoun Valleys HomeGrown Markets Association for a Thursday afternoon market. The market was welcomed by the Town Council and residents alike, who flocked to the 4-7 p.m. market.

In the fall of 2008, however, SmartMarket owner and operator Jean Janssen from Vienna approached the town with a proposal for a winter market on Saturday mornings. Janssen already operated several markets, including one in Oakton.

The council considered and approved Janssen's initial proposal, to be located in the small, side parking lot at the Purcellville Town Hall. But later, Janssen expanded her proposal to be a year-round market. There was some dissension in town government over the extension, but ultimately, Janssen was approved for a year-round market in 2009.

The HomeGrown Markets Association expressed dismay over the decision, raising doubt whether the town could support two markets. Janssen's market was more flexible in terms of what could be sold, while the "producer only" HomeGrown market requires items to be produced within a 125-mile radius of Leesburg and to be almost entirely grown or nurtured by the vendor.

Feelings also were ruffled as the HomeGrown markets management said it was not sufficiently informed of the town's decision to add another market, although town leaders said the HGMA was involved in early discussions and had said it did not want to do a Saturday market.

The two markets, however, co-existed relatively peacefully throughout last year, and customers enjoyed the greater flexibility of time slots.

All that changed as the end of the year approached. The town issued a formal Request for Proposals for a Saturday market at any of four town sites. Proposals were received from Janssen and Juanita Tool, who earlier in the season had managed the market for Janssen and, in 2008, managed the HGMA's Leesburg market. Both applications sought to set up markets in the Town Hall parking lot.

Meanwhile, the HGMA expressed its intention of leaving the town's North 21st Street location, because of parking shortages and declining sales. The group indicated it was not interested in applying for any of the other town sites, citing uncertainty related to the town government's plan to move its offices to the former Purcellville Baptist Church and to sell its Main Street building.

The Ways and Means Committee, chaired by Councilman Greg Wagner, after reviewing the two proposals, recommended that the full council select Tool's application.

"Both were very good proposals," Wagner said. But what appeared to have tipped the balance in Tool's favor was the question of local on-site management. Either Tool or Susanna Calley, also originally with the HGMA, would be on site each week.

Local site management had been of concern with Janssen's original application, Wagner said, adding this time around, "We did look at proximity and the local piece. That was probably the major difference."

As the tug of war continued between Janssen and Tool for the vendors' support, Janssen gave some vendors the impression they would be out of a market and would have no place to go by February or March if the Town Hall sold.

Mayor Bob Lazaro personally had to reassure anxious vendors that the town would work with them if the building is sold during the next few months and before the government moves into its new building.

Lazaro sent Tool a letter after she had been selected, saying the information circulating among vendors was incorrect, that the town would work with them on timing of any move. "I also said when we were set up, we'd love to have them in the new place," Lazaro said.

In a further twist, businessman Magic Kayhan heard Janssen's market would be left without a location, so he offered her use of a property he owns on East Main Street.

"She came in here and talked to me, but she didn't give me the whole story," Kayhan said, noting he went to the market several weeks ago and told vendors he'd be happy to have them on his property. When he heard they weren't going anywhere, "I did a little research," finding out it would be six months or more before anyone would have to move out, he said.

Kayhan now says he does not plan to move forward with his offer to Janssen. "The town does not need two Saturday markets," he said.

But that's what could still happen. HGMA Manager Judy Stroske said the application to vendors would go out around Jan. 20 and the group was looking to set up at the Loudoun Valley Shopping Center or at another private site. "It's still up in the air, but we're hoping to get it done this week," Stroske said.

The HGMA has seen its share of turmoil over the past year. In the late summer/fall, the Town of Middleburg took over the operation of the Middleburg HGMA market, citing a need for more flexible regulations for vendors.

The association also is looking for better locations for its Ashburn and Brambleton markets. If management can find a better site for Brambleton, a full Sunday market is planned. If not, that market might close, Stroske said. The Leesburg and Cascade operations are doing fine. For Purcellville, the HMGA Board of Directors is looking at a possible, Wednesday, Thursday or Saturday market, Stroske said.

"It's [Saturday] not something we want to do, but we might," she said, if it would make the market viable for vendors. The association plans a new vendor seminar at the end of January or early February in Leesburg.

HMGA President Chris Hatch agreed, saying the board had not ruled out a Saturday market and would probably contemplate it if it would best meet his vendors' and customers' needs. Hatch called competition "a good thing," although his organization had protested the Saturday morning competition of last year, and attributed declining sales to that factor.

For Tool, the first market of the year started well. She now has nine vendors, with more calling for an application. Despite the cold weather Jan. 2 people did come, she said, to her surprise. "We got a fire going and served free coffee, scones and breads," Tool said.

Maybe severe weather brings everyone together, Tool said. "Everyone was joking and laughing. It felt really good."