Online Farmers Market Adds New Options

by Kevin Cummings, Messenger Staff Writer
The South Cumberland Farmer’s Market, which allows customers to order local produce and handmade products online, is launching several changes this month. The market has extended its ordering hours, implemented a discount lottery, and is seeking more customer feedback.
Starting today (Friday), June 3, customers can order at <sewanee.lo​callygrown.net> each Friday at 9 p.m. through Monday at 10 a.m. Previously, ordering began on Saturday. Customers can pick up orders between 4:30 p.m. and 6 p.m. on Tuesdays at the Sewanee Community Center.
The farmer’s market operates under the umbrella of Rooted Here, an organization that also oversees the South Cumberland Food Hub, which links local growers and artisans directly with wholesalers. Jess Wilson, Rooted Here secretary, was part of the small group of farmers that formed the online market in March 2007. She said utilizing the Internet is great for local growers.
“I don’t think that people understand how difficult a regular farmer’s market can be for farmers,” Wilson said. “It is a lot of work to prepare for a regular farmer’s market and you never know what your customer base will be day to day. Though it is usually a nice social endeavor, I often end up wasting a lot of produce that wilts in the sun on my table, and valuable time that could be spent farming.”
Wilson, who owns two farms in Monteagle, encourages her customers to order online.
“I absolutely love selling through the online market because I know what I have sold before I pick it,” she added. “That means that I can pick it to order, it hasn’t sat in the sun on a table for an hour and I’m being as efficient as possible with my time.”
Another change to the online market is the option to have products bagged and ready before a customer arrives. There’s a 5 percent convenience fee for the service. Also new this month, is a weekly lottery, where a customer can win a 10 percent discount on their order. All orders are automatically included in the drawing.
Leslie Lytle, Rooted Here president, noted changes at the pickup site include a table for socializing and a comment box.
“A recent survey showed customers like to chat with the farmers and producers and to see (the products) before they buy,” she said. “Hearing from customers, both praise and gripes, is key to the market’s successful operation. The managers hope people will take the opportunity to leave a comment card—no need to sign your name.”
Lytle said in the summer, Rooted Here farmers and producers are encouraged to also sell outdoors at the Community Center during pickup hours.
Along with the recent changes, Rooted Here is facing a challenge in how to pay employees a sustainable wage and maintain a volunteer base, Lytle added. With only three low-paid employees, Rooted Here relies on 200 to 300 volunteer hours per month to operate, she said. The Internal Revenue Service denied the group’s application as a 501 (c) 3 nonprofit and University of Tennessee law students recently reviewed Rooted Here’s structure and advised they form an LLC.
Lytle said the group’s board is exploring its options and Rooted Here will host a community workshop in the fall to help find a solution. For more information about the organization, visit <rootedhere.com> or contact Lytle at <sllytle@blomand.net>.