History
By Bob McCallister, June 18, 2009
Like many towns in the Midwest, Janesville has a long history
as a marketplace for farmers to sell their locally-grown produce directly
to customers. In the late 1800’s, local growers sold products dir
ectly
to customers in the Corn Exchange located downtown. Less-organized farmers
markets in Janesville have come-and-gone over the last 50 years, lasting
a few years or less and then fading away due to lack of organization
and/or dwindling interest in the community. The last such Janesville
market, prior to 2005, was held on the downtown parking lot over the
Rock River every Wednesday and Saturday.
Organization of the current Janesville farmers market began in November,
2004, when the Janesville Design and Development Center hosted a group
planning session to commence the re-invention of a downtown farmers market
for Janesville. Encouraged by the outcome of the session, a Janesville
Farmers Market Steering Committee was organized. In February, 2005, the
Janesville City Council adopted a resolution which authorized the steering
committee and the city’s Leisure Services Divisi
on to co-sponsor a farmers
market in downtown Janesville.
Plans were that the market was to enrich and connect the community through the commonality of food…good fresh locally-produced food at fair prices. The market was to provide local producers with a reliable outlet for their goods and downtown businesses with a vigorous flow of potential customers. Residents from nearby neighborhoods could even walk to this lively cityscape on the river, where town and country meshed every Saturday. Family-friendly events, live music, and local artists would add to the atmosphere where people could renew friendships and create them anew.
The tree-lined section of North Main Street in downtown Janesville (between Milwaukee Street and Pease Court) was determined to be the most suitable market site of the various locations considered. Numerous private sponsors joined in to help make the new Janesville Famers Market (JFM) a reality. In the inaugural summer of 2005, the Janesville Farmers Market ran each Saturday 8 am to 2 pm, rain or shine, from June 4th until October 29th.
The JFM and City of Janesville developed an excellent working relationship
during 
the first JFM season of 2005. An effective marketing program led
by the City’s Department of Leisure Services helped to increase numbers
of market vendors and customers. The minimum number of vendors at the
JFM on any Saturday was 9 and the maximum number of vendors was 37 (67
different vendors participated over the 2005 market season). An approximate
estimation of the number of customers for the 22 Saturdays was 54,460,
for an average of roughly 2,475 customers per market. Leisure Services
planned a number of special events and musical entertainment. Vendor’s
fees for 2005 were $150 for a seasonal and $10 for a daily stall fee.
These vendor fees generated a total of $4,880 in revenue.
• 91% of customers were from Janesville. With a few exceptions most of the other customers were from Rock County.
• 74% of customers attended more than once.
• 61% of customers spent $0 to $10 and 29% spent $11 to $25.
• 42% of customers planned to visit other businesses in the downtown in conjunction with their attendance at the Farmers Market.
• The main reason for attending the Farmers Market: convenient location (36%), fresh produce (31%), wanted to check it out (9%), and a nice activity for families (9%).
• Areas that need improvement included attracting more vendors (19%), adding more coffee vendors (7%), and increasing the variety of vendors (6%).
• 89% of customers liked the other activities on site including art displays, musical entertainment and special features.
• Overall 74% of customers were “very satisfied” and 26% were “somewhat satisfied” with the Farmers Market.
Based on attendance records and spending data from customer surveys,
the 2005 JFM generated approximately $586,500 for JFM vendors. 
By the longer third season of the market, in 2007, which started on May 12th, an estimated average of 2,000 to 2,500 potential customers attended each Saturday. On the early season and late season Saturdays the crowds were not as large. On high season Saturdays, there may have been as many as 4,000 people milling about on Main Street. During that season, the market averaged about 40 vendors a week, with more during the peak harvest period. About 75 percent were food vendors and about 25 percent sold arts and crafts. A site by Fireman’s Park was set aside each Saturday for a different nonprofit group(s) and/or local restaurant chefs to have displays and interact with the crowd.
Steady improvements have brought about the sale of beverages from a sidewalk Janesville Farmers Market coffee cart with proceeds benefitting the weekly volunteer organization and the JFM. Shopping carts are available to help people more easily take their purchases back to their cars. As the weekly planning, logistics, and market management has shifted to the JFM and the market manager, the city of Janesville has remained extremely supportive by allowing the market to be held downtown and by providing assistance from city agencies such as public works, the transit system, and the police. The budget of the JFM comes from vendor fees and financial support from local businesses and community members. As planned by the founding steering committee members, vendor representation on the JFM Steering Committee has increased.
Going into its fifth season in 2009, the market opened with about 30 vendors and is expected to have up to 60 vendors by mid-summer (roughly one-quarter may be non-food/crafts people). Vegetables, fruit, eggs, cheese, meats, honey, flowers, homemade soap and baked goods will be in abundance through the summer. The local charity organization, ECHO, private donors, the JFM, and UW-Extension have cooperated to provide 5 dollar coupons for those in need, to spend at the farmers market. JFM vendors and customers have been able to forge strong ties. The JFM has become a mainstay of summer in Rock County.
Bob McCallister is one of the founding directors of the current Janesville Farmers Market. He is Associate Professor of Geography at the University of Wisconsin–Rock County.
References:
City of Janesville Website, Park Place News, Summer 2005 (http://www.ci.janesville.wi.us/Library/Park%20Place%20News/Summer%202005%20Newsletter.pdf)
2005 Farmers Market Year-End Report, 11-10-2005
Michael Williams, City of Janesville Leisure Services Director
GazetteXtra.com
"Saturday marks the end of city’s farmers market season"
By CATHERINE IDZERDA ( Contact ) Friday, Oct. 26, 2007
GazetteXtra.com
"A growing enterprise"
By CATHERINE IDZERDA ( Contact ) Monday, May 5, 2008
GazetteXtra.com
"Janesville Farmers Market kicks off Saturday"
By GINA DUWE ( Contact ) Thursday, May 7, 2009
Photographs appear courtesy of the Case
Historical Postcard Collection, part of the State of Wisconsin Collection.
