A plan for the future of the Western North Carolina Farmers Market is complete.
The N.C. Department of Agriculture and Consumer Services, which operates the market on Brevard Road near Interstate 40, commissioned the 20-year master plan from Market Ventures Inc. of Portland, Maine. The company began the planning process late last year with guidance from a local steering committee. Market Ventures also sought input from market vendors, local officials and the public.
The plan examines everything from the condition of the market’s facilities, budget and operations, to the demographics of the surrounding region, and consumer habits and preferences.
“This plan takes a very frank look at the market,” said Agriculture Commissioner Steve Troxler. “The market is almost 40 years old, and this comprehensive study will help us modernize and set a path for the future.”
The plan contains recommendations pertaining to market operations and programs, some of which can be implemented immediately. It also contains strategies for addressing needed upgrades to the market’s infrastructure, including the construction of new buildings, demolition of some existing buildings and renovation of others. The new and renovated buildings would enable the market to boost income from space leases to farmers, retailers and wholesalers by attracting additional tenants.
The plan calls for projects to be completed in phases over 20 years, with an estimated total cost of $37 million in today’s dollars. Projects will be implemented as funding becomes available.
Plan addresses ‘future of food’ in WNC
The market, which opened in 1977, drew more than 1.5 million visitors in fiscal year 2014 and consistently ranks among the region’s most-visited attractions, said Doug Sutton, the market manager. Market Ventures estimates that vendors at the market generate gross sales of $59.7 million annually.
“In this region, there is a huge amount of interest in buying locally grown food, and we need to make sure the market’s facilities can continue to meet that demand,” Troxler said.
Said Sutton: “The master plan addresses the future of food in Western North Carolina. It’s a project for the farmers, the consumers and the region.”
A 17-member advisory committee helped guide the planning process. Members represented a variety of stakeholders from Buncombe, Henderson, Haywood, Jackson, Macon and Madison counties. The Southwestern N.C. Planning and Economic Development Commission also provided support to the planning effort.
The master plan cost $100,000. A grant from the Appalachian Regional Commission covered $50,000 of the cost; the Community Foundation of Western North Carolina contributed $25,000, and the department paid $25,000.
“The amount of local support during this planning process has been tremendous, and we will need continued support as we implement the plan,” Troxler said. “With the WNC Farmers Market Master Plan in place, we have a unique opportunity to spotlight the ‘buy local’ food trend and revitalize a truly regional farmers market that would embrace and better serve the whole community.”