Farmer's market provides link between producer, consumer

The Stockholm Farmer's Market provides a way for consumers to learn about their food and where it comes from.

In its second year, the Stockholm Farmer's Market was started by Jennifer Lindahl.

The Stockholm Merchants Association started Market Friday, and encourage merchants to stay open longer on Friday evenings. They bring in music and make it a festive environment. The farmer's market coincides with the event.

Lindahl said locals encourage their family members and friends to come to Market Friday, which has become a social gathering. Friday night guests at the vacation rentals are also encouraged to come to the market.

This year, the market started the first Friday in June, and Lindahl said it will go until mid October.

"I managed another market for several years before moving here," she said. "We have a small farm, and I think it's important for people to know where their food comes from. We have a very supportive community full of foodies."

Lindahl said she approached the Village Board with the idea for a farmer's market, and thought if she had three vendors and 10 people who came to shop, it would be a success.

"It went a lot better than I expected," she said. "Last year we had 15 vendors, and I have over 100 people on my email list."

To participate at the market, Lindahl said vendors must live within a 50-mile radius. Currently all vendors are from the Stockholm, Maiden Rock, Plum City, and Arkansaw area.

"We currently have 12 vendors offering garden produce, jams and jellies, honey, flowers and plants, kettle corn, jewelry and crafts, knitted items, canned goods, and baked goods," Lindahl said. "Occasionally we have eggs."

Lindahl said she'd love to have a vendor to sell maple syrup.

"We've been described as a boutique farmer's market," she said. "We're small, but we have a diverse offering."

Lindahl said she also has a vendor who occasionally offers pork, and one who has cultivated mushrooms.

"We also have fruit," she said.

The market runs Fridays from 4-7 p.m., rain or shine. The vendors set up in a little alley behind Ingebretsen's, Sandy's, and The Palate. 

"One time a month the Widespot has music at the Sidespot," Lindahl said. "It's a little free concert held outside."

Lindahl said a lot of the shops stay open late to attract shoppers.

When starting the market, Lindahl said she found vendors by word of mouth.

"A lot of people contacted me for information," she said. "There are a lot of people around here who like to garden, and have extra produce."

Most vendors attend the market on a weekly basis. 

"A lot of people are stuck in the grocery store mentality, so the farmer's market involves a bit of education for people," Lindahl said. "We teach people about seasonality—you can't get corn or tomatoes here in June." 

Lindahl said she'd like to see the farmer's market continue on and be successful. 

"The other market I managed was around for 28 years," she said. 

Lindahl said Stockholm is a great community with wonderful farmers and artisans.

"I hope we keep going the way we're going," she said. 

Vendors are also required to have handmade or home grown products. The goods must be their own.

"The point is to connect the consumer with the producer," she said. "The consumer should be able to ask questions and have them answered."

Lindahl said the biggest benefit of the farmer's market is the connection and education.

"Being able to taste fresh food is also a big benefit," she said.

Lindahl said she is working on being able to continue the market through the winter, every other Saturday starting in November.

"We're hoping to hold it at the old schoolhouse on JJ," she said. "Through the winter the focus would be on educating consumers and the offerings would shift to more canned goods. If someone has a greenhouse they can extend their harvest into the winter."

Lindahl said she'd also like to find a vendor to provide fresh-baked bread.

"I'd like to have more artists, which would be good for closer to holidays," she said.

Last year, Lindahl said she had a vendor who sold fresh fish. 

"I think the most unique item at the market is the cultivated mushrooms," she said. "It's just something different, and intriguing to people. It always surprises me what you can grow at home."

Consumers can also find gourmet vinaigrettes at the market. Lindahl said the point of the market is for vendors to make money, so she charges a minimal fee for vendors to attend.

"The profits should go to the vendors," she said. 

Lindahl said farmer's markets are becoming a popular thing. 

"This is a market for the community," she said. "We have a great location. Back when Stockholm was founded, all you had was your community."

The market is officially called the Swedeburg Community Farmer's Market, tying to the origins of Stockholm.

Lindahl said she believes that feeling is sometimes lacking.

"The farmer's market brings that back," she said. "It's sort of the goal. This isn't just a place to get produce, but also to connect."

For more information, or to get on the email list, contact stockholmfarmersmarket@gmail.com