Winter Farmers Markets: A Boon for Wisconsin Farmers During Off-Season
As the chill of winter halts traditional agricultural activities, many farmers in Wisconsin are discovering new opportunities to sustain their businesses. Joel Kuehnhold, a vegetable farmer who owns Lonely Acre Farm in Milladore, turns to substitute teaching and selling produce at winter markets to keep his farm thriving.
For Kuehnhold, the Stevens Point Area Winter Farmers Market provides a crucial revenue stream. “It’s a fantastic way for farmers to bridge that income gap that occurs during the deep winter, when we don’t have traditional produce to sell,” he stated.
While winter markets are not a novel concept in Wisconsin, recent initiatives have led to the establishment of new markets in Shorewood and Brookfield this year. Evan Nevels, who initiated the Brookfield winter market, sees it as an essential support system for vendors reliant on seasonal income. Located inside Brookfield Square mall, this market features approximately 35 vendors offering a variety of goods.
“A lot of these vendors, they rely on income from farmers markets,” Nevels explained. “And so once it’s wintertime and they’re not making any money, it’s a struggle.”
Shorewood’s winter market, opening January 4, will transition some of its popular summer vendors indoors to The Atrium event space. Arthur Ircink, who spearheads the Shorewood Farmers Market, believes these markets strengthen community bonds. “When we can support small businesses and these small farms, that money stays in our community,” he said.
In the St. Croix Valley, the Food Alliance is marking its third year of hosting a winter market, featuring 18 local vendors. Kristy Allen, chair of the alliance, noted that last year’s participants collectively earned $40,000, emphasizing the financial importance of these markets: “It’s a huge deal to have that extra money coming in while the growing season is not in full swing.”
Layne Cozzolino, from the Wisconsin Farmers Union, previously sold pickled vegetables at winter markets. Cozzolino highlighted the benefit of selling value-added products from the summer’s harvest to sustain income throughout the winter.
Moreover, Meliss Haack of the Wisconsin Farmers Market Association regards winter markets as vital community hubs. “It really does become like a weekly check-in space, great for mental health, great for just staying warm during the winter and eating healthy,” Haack commented.
The Wisconsin Farmers Market Association currently identifies 25 markets as “in season” on its website, underscoring the growing popularity and significance of winter markets across the state.
