The Western North Carolina Farmers Market in Asheville is celebrating its 40th anniversary this year. Sutton describes it as more of a wholesale market with a recent infusion of retail. “The wholesalers mainly serve foodservice, including schools and senior care centers. One focuses on supplying organics to the Asheville restaurant scene,” he shares. Colleague Beth Frith, marketing specialist, stresses efforts to develop its retail side: “We’re trying to make this market a year-round destination for locals.”
The South Carolina State Farmers Market, in West Columbia, combines a terminal market with retailer space, farmer sheds, and wholesalers. “The market does $250 million in sales per year, including the wholesalers,” says Brad Boozer, market manager for the West Columbia market and director of state markets for the South Carolina Department of Agriculture. Local activity emphasizes foodservice and direct sales to consumers through the retail stalls. Boozer says local customers range from families to roadside stands to local restaurants.
In South Carolina, the state owns and manages two additional farmers markets: Greenville State Farmers Market and Pee Dee State Farmers Market, in Florence. Both are retail focused. Ardona Summerall, market manager in Greenville, says the market has evolved over the years from wholesale-only to more retail. The market’s vendors also enjoy a favored location near two universities—Furman and Bob Jones—attracting a broad swath of shoppers.
Also contributing to market success are each state’s promotional efforts: North Carolina has both the ‘Got to Be NC’ and older ‘Goodness Grows in NC’ brands, while South Carolina promotes its ‘Certified South Carolina’ logo.
Ronnie Best, market manager for the Raleigh Farmers Market, is a fan of such marketing initiatives and lauds North Carolina’s program. “The whole local thing has been a boon for our farmers,” he enthuses.
Strictly Retail
The Carolinas are home to several long-established retailers where locally grown is a big draw for shoppers. The top three retailers in North Carolina are Harris Teeter (now a Kroger banner), Walmart, and Food Lion, but other chains from Publix to Lidl are expanding. Salisbury, NC is the headquarters location for Food Lion, and also home to an Aldi distribution center. “We’re within a few hours of eight retail distribution centers,” points out Mike Laws, manager of special projects at Performance Produce in Salisbury. Their marketplace is not only very competitive, he notes, but offers consumers numerous choices on where and how to buy their groceries.
Part of the equation is newcomer Lidl, which made the Carolinas central to its push into the U.S. market and competition with Aldi. Spartanburg and Greenville in South Carolina were among Lidl’s first store openings, followed by nine initial North Carolina locations before landing in Charlotte.
