Genna, FreshFarm, Fresh Farm's Foggy Bottom Farmers Market

"I mean I just love it"

Genna's smiling face welcomes me to the Foggy Bottom market. She sits behind the Fresh Farm stand at the front of the market, chatting amicably to her coworkers. Dressed in jeans and a light blouse, she looks relaxed, comfortable and radiating happiness. Genna dives into describing the Fresh Farm non profit. Its reflexive for her, this is her job. Handing out information is what she does best so she is a little surprised when the questions become more personal. Easy going Genna is from the Bay Area in California. Right out of school, she studied sustainable agriculture, and therefore working with Fresh Farm is perfect for her. She quickly hurries me away to interview vendors. Throughout the market I see her lackadaisically walking around, talking to vendors and eating food. Genna opened up the market to me in the right way, with a smile.

Oliver, Orchard Country Produce Department of Transportation

How long have you been doing farmers markets for?

Oliver: Oh Wow....uhmm.... well I guess since I was 10 years old. 

Oliver is a veteran of farmers markets. Although the youngest vendor at the market, he knows selling, markets, and his product inside and out. He is the only farmer selling at the market today. His stand offers a variety of farm grown products from jams to small plants to apples and plums. Despite it being the largest stand at the market, only Oliver is working behind it. If I had to guess I would say Oliver is somewhere in his early twenties; not just because of the way he looks but also because of his youthful and energetic attitude. Oliver's parents bought their small farm in Gettysburg, Pennsylvania in 1983. Oliver and his sisters grew up there, loving the farm life, while Oliver was groomed to eventually take over. He is extremely excited about taking the reins, and has plans on how to make the farm more profitable. Currently, on the farm they grow about 400 apple trees, which is their main product. They also have other fruits and plants they grow in the greenhouses. Oliver's sisters make some baked goods that they also sell at the stand. When Oliver becomes in charge of the farm he wants to set up more greenhouses with hollow tubes, in order to grow plants through winter. Currently, the family can only sell starting in the spring. Oliver is the only farmer at the market on opening day because all the other farmers don't have enough produce yet to fill their stands. He seems offended when I ask if their fruit is organic. "Find me one farmer on the East Coast who is able to sell organic tree fruits.....maybe the West Coast." Due to the humidity and the prevalence of fungus, all East Coast farmers must spray their trees. Oliver's family still is in a variety of ways environmentally conscious. Their farm doesn't practice mono-cropping, unlike the huge farms surrounding them, and therefore support healthy soil and ecosystems. Since they grow a small variety of produce they are unable to sell to huge wholesalers. Oliver sells at 2 farmers market, at the family's farm stand in Alexandria and they sell to a few restaurants. At the farm stand in Alexandria they are able to sell 3 times as much produce then at the farmers markets due to farmers markets' regulations, and therefore they are making three times the profit.  Oliver and his family represent the root and the soul of a farmers market. They are able to distribute their product from Pennsylvania to the entire DMV area, and every single time a customer buys from them they able to talk to the farmers about the quality of their product.  It is here that you see the small business growing and the customer's own knowledge of what they are buying improving.The second day I visit the market, a regular customer approaches Oliver, he tells him how the good the pie was that he bought last week and questions him about some of the plants. Before long they are chatting about some new government regulations on small farmers. Oliver enters the conversation with the same passion and interest he entered our interview. There is no doubt in my mind that with Oliver in charge, the small family farm will do only one thing: grow. 

Diane and Ian, Hat Stand, Department of Transportation Market

Ian

Diane

Ian: “Too many questions, too many questions, too many questions”

Diane: “Its ok, you can continue.”

Ian and Diane run one of the largest stands at the market. Their hats cover three entire tables, ranging in size and type, (from ball caps to church hats). Both wearing hats, they sit behind their stand, a slightly awkward distance part. They aren’t touching and hardly look at each other, which is why when I approach I cautiously ask if they are married. They look at each and mumble no but something close.  Ian is attached to an oxygen machine, which he quickly removes for the photo, while Diane is casually dressed in an overall dark outfit. They started their business based on a need of income and the fact that Ian always wore hats. After Ian was laid off, the couple decided to start selling at vendors markets. They began with specialty goods and quickly realized that hats sold the most, so they slowly started only selling hats. They attain their hats from all over, in local stores or while they are on trips.  Diane believes the display of the hats determines the amount the sell. On an average day they will sell somewhere between 0 and 10 hats.  The pair currently sells at 3 farmers markets; the other two are located in Silver Spring and on the intersection of 9^th St and U St.  They enjoy selling at the markets since they are outside, and they get to meet different types of people from different cultures.  On a windy day, however, markets become an inconvenient place to sell hats. Which is why in 5 years they hope to open up their own store. Diane currently works a full time job, on top of the markets. With Ian hooked up to an oxygen machine as well as unemployed, the markets may just be a temporary reliever. They may also be the seed to a future business. As Ian sits behind the stand watching everyone pass, Diane goes and engages the customers.  He calls her over to help him set up his oxygen tank. She rushes to his side. I leave the couple in their state of content and frustration. They hide their battle scares as they keep on fighting. 

Carolyn Pemberton, Market Manager, Department of Transportation Farmers Market

How do you deal with vendors?
"I tell them how it is"

            Ms. Pemberton is not hard to spot.  Her formal attire stands out among the casually dress crowd. She peers out at me from below her white, tremendous hat. Her hands move as she talks, the long pink fingernails helping articulate her words. Ms. Pemberton has worked for the government for 20 years, specifically the Department of Transportation.  She manages the two buildings that house the department of transportation as well as the farmers market on Tuesday and the vendors market on Thursday. Ms. Pemberton has a database of 200 vendors to fill her two markets, and receives about 50 applications a year. About a month before the market opens, she will meet with all the vendors, and whoever shows up there as well will get a spot in the market. She is constantly looking for something to different to offer the customers.  Unlike the day, on which we meet, she boasts that usually the entire street is full.   She is very direct, preferring to speak about the logistics of the market and her job, rater then her personal background. She eyes me up with a mixture of caution and fear cloaked by an outgoing personality. Ms. Pemberton flits around the market, chatting up the vendors. She picks out a yellow handbag at one of the vendors stand, multitasking asking for passerbys opinions on it with talking on her Bluetooth cell phone.  As Ms. Pemberton takes her leave, she says her goodbye,  “now sweetie I must go.”  Alright Ms. Pemberton, if you must. 

Bettina, Ahimsa, Department of Transportation Farmers Market

"Ahimsa is sanskript for nonviolence."


The thin Austrian women with the blond hair, is an anomaly within this farmers market. She is selling expensive vegan granola, vegan deserts, almond milk and nuts. Her ideal customer base would exist within a health conscious, wealthy community, not economical, middle class office workers. When Bettina became vegan she realized there wasn't very many delicious and substantial meal options. About a year and half ago, Bettina took initiative and started creating her own vegan recipes. A full time restaurant manager, she was well acquainted with cooking and food. So far, she only sells in 2 markets, however her almond milk is about to be sold in Whole Foods. All alone, Bettina has been able to create a boutique vegan brand that combines delicious deserts and nutrition. A determined multi-tasker, she juggles her brand and her job, while being completely devoted to her product. She stands alone in a unfamiliar market, however she is still excited and eager to sell to whoever will buy. Handing out samples to every passerby, Bettina's believes her food is capable of selling itself. As Bettina describes the possible future to me, her eyes light up. If there is one thing, the young Austrian is driven by it is hope.

Greg, Costco, Department of Transportation Farmers Market

 "Let me tell you a story. Once I ran out of toilet paper and so my mom gave me some toilet paper. But that was rough and ran out pretty quick too. Then I went to Costco. Costco's toilet paper is the best. It never runs out and its smooth. I am never buying any other toilet paper again." 

Greg stands alone at the market. Quietly switching from standing to sitting. Eyeing up every visitor as they pass his stand. He tries not overwhelm them and will slowly engage them if they get close enough. However, as soon as the conversation starts, words spill from his mouth. Costco has sent their number one fan to advertise for them. Throughout our entire conservation, Greg persistently tries to sell me on Costco. If its not about how Costco has the best toilet paper, then its their gas or their employee benefits that should grip me.  Greg's stand is equipped with papers, pens and couple of healthy snacks. Greg's official mission is to sell as many Cotsco memberships as he possibly can. He works 9-5 6 days a week, selling at 20 markets a month and in the store. Costco recently opened its doors on Market St. in NorthEast DC, and since then has become a nucleus for the surrounding communities. 75% of Costco's employees are from the encompassing neighborhoods. Greg himself is from Anacostia. A slightly older gentleman, Greg has held a variety of jobs, however he explains being a Costco salesman, although its just been a year and a half,  is by far his favorite. A self-described "people person", Greg sells 1-10 memberships a day through talking, talking, talking.  Greg, however will not be at DC markets much longer as he plans to transfer to the Costco location in sunny Fort Lauderdale, Florida. Costco doesn't only support DC communities and neighborhoods but it also allows its employees to escape from them. Walking through the market, I was struck by the Costco stand. Confunded to why a worldwide major corporation with thousands of customers would find it beneficial to sell in a small DC market with tiny customer base. Surrounded by tiny entrepreneurial businesses with a handful of employees, Costco is the zebra among the crowd. After meeting Greg, my view changed. To me Costco shrank from a global super chain to just Greg from Anacostia. He is the entrepreneur, the local. Costco embraces the community, so it only right as Washingtonians to embrace it back. 

Margaret, Margaret's Soul Food, Department of Transportation Farmers Market

Where do you want to be 5 years from now?
"Sitting on my butt on a beach in Jamaica"

You can hear Margaret from a mile away. Her shrill voice echoing throughout the stands, Her energy infects the entire market, pulling customers in as soon as they walk out of their office doors. She fondly refers to everyone as honey or sweetie, and then commands them to try her "soul food." The 9 dollar plate she offers with 2 sides, may consist of jerk chicken, mac and cheese, fried chicken, mashed potatoes, fish...etc. A wide range of meals that draw inspiration from the south and the Caribbean. Margaret started the business about 5 years ago. Using her mother's recipes she began her own cooking company that does carry out and sells at the Department of Transportation market on Tuesdays and Thursdays. Margaret employs 4 other people to help sell and cook. They rotate working with Margaret at the stand every week.  Each employee copies Margaret's outgoing selling technique, interacting and pulling in every potential customer.  Margaret lives in Fairfax county, Virginia, while her kitchen is in Arlington, from  where the carry out is done. She spends 70 hours a week on her business devoted to making it profitable. On this day, Margaret's sidekick is Charles. Slightly older then your average vendors, the pair make a formidable team. They corral construction workers, secretaries, office employees, just about anyone to buy a plate for lunch. They are the definition of salesman, extremely outgoing, sweet as sugar, attentive, however at all times focused on making money. The only stand with a tip jar, it quickly fills up. The market is the perfect canvas for Margaret's business. The hungry government workers will happily ignore the less-then healthy calories and nutritional facts in exchange for a relatively well priced delicious lunch of unique"soul food" right outside their door. A little conversation and a couple compliments doesn't hurt either.