Visitors to Red Oak, Iowa’s, historic downtown district are in for a treat. Impressive buildings, many built before 1900, line all four sides of Fountain Square Park. Other historical monuments can be found throughout the park, and, if people happen to come on the right day, they can stop at the Red Oak Farmers Market.
The open-air market is ready for business rain or shine on Thursdays and Saturdays, May through October. Throughout the season, the market hosts more than dozen vendors each week, plus offers special events like live music, baking competitions, family fun nights, and more.
The market, which has been running for 15 years, is under the management and care of Loretta Brenton, who moved from Florida to Iowa to take on the role of market manager, and got settled in a month before the market opened for the season this year. As a former event coordinator with a background in marketing, she is making new connections and partnerships. Plus, she is being mentored by the most recent farmers market manager, who is also a vendor.
“I knew this role was going to be fun, and it has introduced me to so many people in the community,” said Loretta. “Many vendors are very happy that I took the job, as I am here to help them. I love gathering people together to make things happen.”
Loretta also has become acquainted with staff from the Center for Rural Affairs, who helped her submit a grant application for the market. The funding has gone to buy updated signage, as well as to send Loretta to training events to learn more about various aspects of operating a farmers market.
Deborah Solie, project associate with the Center, helped Loretta with the application process and provided assistance navigating the programs available to Iowa farmers markets.
“Loretta is doing a great job managing the market, especially as this is her first season,” said Deborah. “Shopping at the Red Oak Farmers Market is a wonderful experience for the whole family. There’s a huge variety of fresh, locally grown produce, and activities for all to enjoy.”
Most weeks, the market has about 13 vendors. This season, Loretta recruited six new vendors who have committed to come back next year.
They bring an assortment of goods to sell, including fresh eggs, baked goods, freeze-dried vegetables and fruit, potatoes, tomatoes, celery, herbs and spices, dill, jams and jellies, and more. At one booth, customers can find a crowd favorite, “majapi sauce,” a mixture of mango, jalapeno, and pineapple.
Another vendor drives 50 miles to sell his specialty product: creamy honey. Others bring homemade items like dog treats, engraved wooden signs, walking sticks, bird houses, resin and handcrafted jewelry, and custom order T-shirts.
Loretta works hard to make sure the market is accessible to as many shoppers as possible. Most vendors accept vouchers from the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) and U.S. Department of Agriculture Seniors Farmers Market Nutrition Program. She is working to implement acceptance of additional types of vouchers: Supplemental Nutrition Assistance Program (SNAP) and Double Up Food Bucks (DUFB) payments. Only one other market in southwest Iowa accepts SNAP and DUFB at this time.
In addition to shopping, visitors can sample cuisine from food trucks and enjoy entertainment like live music. On Thursday nights, nearby businesses stay open later to accommodate shoppers from the market.
Loretta coordinates and operates the market by herself, although one vendor volunteers to put up and take down signs around town on market days. Another vendor plans to take over running and updating the market’s website. Loretta manages the market’s social media, which has proved to be a valuable tool.
“I make several posts a week, and a few more if we are having entertainment and some food trucks,” she said. “People seem to like my posts and we are mentioned on the radio as well. Our followers also forward my posts on to their other friends, family, and farmers.”
Whether shopping for groceries or just visiting, people who go to the market have a chance to get out and enjoy something new, she said.
“I sincerely think that we help the community by being here consistently,” she said. “We have people who come every time we have a market. They like to look around and visit with people and get some exercise, and most buy something. Rarely do we see anyone go home empty-handed. Customers know the food is all grown locally; they appreciate that.”
The Red Oak Farmers Market is open on Thursdays, 4 to 6:30 p.m., and Saturdays, 9 a.m. to noon. Each year, it holds two indoor holiday markets, in November and December.
To learn more about our work with farmers markets, visit cfra.org/farmersmarkets.
