One space, two markets: Farmers Lane

Santa Rosa Community Farmers Market at Farmers Lane Plaza in Santa Rosa (Chase Soylu Chee / The Puma Prensa)

By Chase Soylu Chee, News Editor & Video Editor and Franscico Sports Editor

Rumored in late March and confirmed in April, Oliver’s Market plans on opening its fifth store at Farmers Lane Plaza. While welcomed, the store comes as an unexpected guest to the farmers market, which is hosted biweekly. 

While the local community was excited for Oliver’s Market to open a new location at what was previously the Rite Aid store, questions arose regarding the long-standing farmers market, which inhabits the parking lot from 7 am to 2 pm, in terms of how Oliver’s Market will retain customers during those Wednesday and Saturday markets. 

Before looking into Oliver’s Market and what they have to offer, it is important to understand the long lasting ties that the farmers market has within the community. 

The market is run by Agricultural Community Events (ACE), which has been the lifeline to over ten farmers markets across Sonoma and Marin. These farmers markets host a variety of vendors who sell farmed goods, clothes, books, and food, alongside small businesses trying to test the waters. 

One of the most significant is the Farmers Lane Plaza’s Farmers Market, which is an annual marketplace unlike many of ACE’s seasonal rotational markets. Alongside its annual nature, this has been one of the longest running farmers markets and is home base for many vendors. 

With Oliver’s Market opening, sellers are hopeful that Oliver’s Market will continue the long-lasting tradition while committing to their values of serving the community. 

Don Merrill, a long-time associate with the farmers market representing No Bull Ranch Bees & Life Food Gardens remains hopeful. “I’m leading more towards Oliver’s [making the] decision to try to keep us here unless there’s some type of issue with it.”

Merrill has been with ACE for six years, selling bee products and microgreens. Out of all of the markets ACE sponsors, this is his second highest performing market. Sadly, the market has been stagnant throughout the years, not seeing noticeable growth.

“This market always kind of struggled, and there were issues because of the parking situation. As far as it goes with Oliver’s, it can kind of go either way, and we’re at the mercy of whoever runs the facilities,” said Merrill. 

This all ties back into the parking situation, as just to put it into perspective, there are 17 businesses that rely on Farmers Lane Plaza for their customers to park at, and during the farmers market there is no breathing room. 

“We could both basically coincide in this area. We might have to modify it, not stretch out as much… we might have to stay at a certain size,” responded Merrill. 

While it is menacing that Oliver’s Market is going to Farmers Lane, possibly pushing out the farmers market, Merrill notes the advantages, saying, “If there's a list of items [market goers] want we’re not going to have… And in general, if you walk through a [supermarket] you’ll find a lot of mainstream supermarket vegetables.” 

For individuals looking for some spice in their dishes figuratively and literally, Merrill notes that “Most of us are running heirloom varieties or specialty stuff.” This is one of the sole reasons why farmers markets are in high demand for people looking for obscure vegetables or even looking to begin farms of their own with potted plants directly from farms. 

Grounded in reality, Merrill believes “If [Oliver’s Market] is sticking to their values, they wouldn’t see us as competition. But more of that community support structure.” 

As Oliver’s Market claims in their company mission: “We are committed to delivering excellent customer service and we allow people to make their own choices by offering the broadest possible selection of local, organic, and conventional products. We work closely with our vendors to offer quality, variety and value to our customers.” 

Speaking about their mission, Oliver’s Market approached Merrill’s business asking him about his variety of organic and local honey and products. Not only do these businesses get exposure to customers and buyers, Oliver’s Market and other local markets are willing to put their products within their supply chain.

The farmers market seller who represents The Italian Corner, who wished to be referred to as Caitlyn, sells everything Italian from pastas and sauces to ready to go meals.

“This is a very important market for [us], like one of [our] earlier markets, I’m pretty sure [Italian Corner] started at,” said Caitlyn.

This farmers market, which is one of the earliest for The Italian Corner, would be affected just like the many other organizations which rely or even started with Farmers Lane’s farmers market.

“There’s plenty of customers that I see regularly who I only see at this specific market. So, I probably wouldn’t see them anymore… There aren’t that many markets that are open year round, so having a market like that [close] would suck,” said Caitlyn.

Once again, out of all of ACE’s ten farmers markets, Farmer’s Lane is one out of two that are annual, which allows farmers and businesses to rely on it for income on Wednesdays and Sundays. 

“Walmart, or Target, or large resource [markets] or whatnot. I think it has a value, but I don’t think it could ever truly replace what a farmers market has. That closer connection,” said Caitlyn.

Building a relationship with customers that you see two times a week for under an hour takes work, and that could all be destroyed. For most of the individuals selling at the market, the connection is what matters the most; the real reward is making someone’s day through handmade or homegrown work and produce. 

Going to a farmers market, regardless of whether it is at Farmers Lane Plaza in Santa Rosa, the Marin County Farmers Market in Larkspur, or even the location in San Francisco outside of the Ferry Building, means  more than just buying top-notch quality produce.  It means strengthening the community with every fruit, vegetable, and human connection made.

“Just the impact that something like that has, it’s important to get nice, fresh food. Getting those out of a farmers market. You are helping people’s livelihoods, and you’re forming a connection and strengthening the bonds within that community,” exclaimed Caitlyn.