Market Growth

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Easter-egg radishes were among the items of locally grown produce for sale last week at the first growers and craft market at Medford’s Hillcrest Orchards.Bob Pennell

June 10, 2009

By Sarah Lemon

Mail Tribune

In a season of unprecedented growth, Medford has surpassed Ashland as a venue for farmers markets.

Hillcrest Orchards and RoxyAnn Winery opened their grounds last week to not one, but two opportunities for market-goers to shop during evening hours. The Hillcrest Growers and Craft Market is slated to run from 2 p.m. to 6 p.m. Wednesdays and Fridays through Oct. 31. More than 25 vendors have signed on to sell local produce, meat, baked goods, prepared foods and crafts in the winery parking lot at 3285 Hillcrest Road, says Michael Donovan, the winery's managing director.

"It's the only growers market where you can have a glass of wine while you shop," Donovan says.

The market builds on Hillcrest's 60-year-old farm stand and more recent efforts to expand fresh produce sales with a community-supported agriculture program, which distributed weekly boxes of fruits and vegetables to subscribers. Although the winery discontinued a CSA partnership with neighboring Dunbar Farms, customers still wanted to purchase products of local agriculture at the winery, Donovan says.

"We kept hearing from our customers ... we'd really love to see a growers market," he says. "This is, in fact, our CSA ... They're able to pick up what they want."

Fry Family Farm of Talent and Whistling Duck Farm of Provolt — both certified organic — are the primary produce vendors. Founding members of Jackson County's first growers markets, farm owners say the heightened interest in local, organic produce makes attending multiple markets worthwhile.

"We know all too well how hard it is to start a new market," says Mary Alionis of Whistling Duck.

"Now we have some very viable markets going on," adds Suzy Fry of Fry Family Farm.

The Hillcrest market fills a niche for evening hours and a strong demand in east Medford, says Wendy Siporen, executive director of THRIVE, a nonprofit advocacy group for Rogue Valley food producers. The "perfect setting" also contributes to customers' enjoyment of the market, she adds.

"Their property is so unique being agricultural land within the city limits," Siporen says. "We always say, 'If you like the view, please eat it.' "

Although Saturday is the ideal market day, Hillcrest hosts too many weekend events to make room for growers, Siporen says. A smaller, unrelated market held Saturdays from 8:30 a.m. to 1:30 p.m. at the McAndrews Marketplace, between Biddle Road and Poplar Drive, is off to a promising start since its May inception, she adds.

"This is a real test for Medford," Siporen says. "The Rogue Valley Growers and Crafters Market took years to build up."

Twice-weekly sessions of the Rogue Valley Growers and Crafters remain her most profitable markets, Fry says. But her college-age daughters' willingness to work the stalls with friends helps the family manage a market presence five days per week in four different cities, including their community of Talent on Friday evenings, Fry says.

In addition to large markets in Ashland, Medford and Grants Pass, smaller markets are operating in Eagle Point, Rogue River, Selma and Williams, Siporen says.

"The concept of multiple, smaller markets is a really good one for our area."

Established markets have almost reached the saturation point, Alionis says, adding that newer ones give beginning growers much-needed exposure.

"There's a great untapped market out there," she says.

Several customers at Hillcrest's opening day said they usually shopped at Thursday's Rogue Valley Growers and Crafters Market but appreciated a market with later hours.

"For me, it works out great because the kids aren't out of school yet, and I can kind of browse," says 35-year-old Angie Vehrs, adding that she lives right up the road.

The new market's location isn't more convenient for 48-year-old Lori Bennett of Medford, but the nearby wine-tasting room drew her from across town. She also purchased beets and fava beans.

"I think it's good that it's around dinner time," Bennett says. "I'm gonna go in and do some wine tasting.

"I think it's awesome."

Reach Food Editor Sarah Lemon at 776-4487, or e-mail slemon@mailtribune.com.

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