Former Webb Park Farmers Market Adjusts to New Location

Co-managers and vendors are hopeful for a bigger and better North San Diego Farmers Market despite the challenges they have faced at the market’s new location. The former Webb Park Certified Farmers Market merged with the Sikes Adobe Farmstead Market in April after splitting from its headline sponsor, the Rancho Bernardo Business Association, and the Bernardo Town Center Property Owners Association, which owns Webb Park. Although thankful for the new spot, co-managers Claire Winnick and Richard Knudson have had to work with their vendors to lessen the problems that come along with the rural farmstead setting at the new location, 12655 Sunset Dr. in Escondido. “The venue is an old, 1870s farmstead; it’s not what a 21st century shopper would come to expect,” Winnick said. “We’re working very hard to bridge those challenges.”   Vendors have to deal with dusty conditions at the breezy, dirt area. Trucks and SUVs are strategically parked behind most of the outer vendor tents to block wind gusts. Still, many vendors have had to use flooring, additional screens and more weights on their canopies to help offset the dust problem. “For a vendor that does farmers markets and sets up the same way every time to have to design and implement a different setup for this market, that’s a lot of effort, and it takes a very special vendor and a vendor with a forethought of what this market’s going to be to do that,” Winnick said. Some vendors have left the farmers market because of these challenges. The former Webb Park Certified Farmers Market had 40 of its original 45 vendors when the new farmers market launched on April 10, Winnick said. There are now only 25 vendors, 17 of which are from the former market, she added. “For some vendors, it’s a little bit more than they’re used to dealing with, because this is a unique venue, so we’re working very hard to be grateful for the vendors that are pushing through with us and to make it very attractive for vendors to either come back or come here for the first time,” Winnick said. The loss of vendors has also changed the framework of the farmers market. About 17 of the 25 vendors are farmers, Winnick said. The remaining few sell prepared or served foods and specialty items. “What we’ve gained is the heart and soul of the farmers market,” Winnick said. “The farmers don’t mind the venue. The dust doesn’t bother them, the wind doesn’t bother them—they’re farmers.” Winnick said food vendors have left because of the extra effort needed to prepare and present their food in dusty conditions. Specialty vendors followed the food vendors, she said. CJM Pearls Plus is one of the specialty vendors that relocated with the farmers market. C.J. Mata, who sells handmade jewelry, uses stakes on her vented canopy and a fan to cope with the heat, wind and dust. “I really liked Webb Park, but this is closer for us, and eventually this is going to be bigger and better than Webb Park,” Mata said. Baba Foods, which sells hummus and pita chips, is one of the food vendors that stayed with the farmers market after the relocation. “You always encounter challenges wherever you go,” said Momo Becissa, a representative from Baba Foods. “The thing is how you counter those challenges by communicating very well and working toward a common solution.” On Sunday, Winnick added a green tarp, PVC clips and bungee cords to Baba Foods' canopy to create an awning and better shield the booth from the sun. Becissa added that he believes the farmers market will be successful because of the help the vendors receive from the co-managers. “I think I can see a bright future,” he said. “With good management and good advertisement, I think there will be a good market here.” While Winnick handles the market’s every day issues, she said her co-manager is looking at the big picture. Winnick said she and Knudson have discussed finding benefactors and donors to help the market install a permanent ground cover and overhead. Until plans are definite, Winnick said she will continue to do what she can to alleviate the location’s problems. The market has retained about 50 percent of its former customers. Roughly 300 people visit the market every Sunday and collectively spend $2,800-$3,500, Winnick said. “That’s a good chunk of money that’s coming to this local community,” Winnick said. “From the outside, that borders on something that’s going to be successful, if not considered successful today.” Although vendors are generating money, the market is not making enough to cover its expenses, which add up to roughly $200 each week, Winnick said. The market is currently designed so that food and specialty vendors pay for the farmers market. They give a portion of their sales to help pay for storage, staff, advertising and other expenses, Winnick said. Farmers only pay $5 for rent. “The reason that those entities are here is because it’s a farmers market,” Winnick said. “People come for the farmers, so they want to be where the action is. My feeling is if you want to be where the action is, you need to support that action financially.” But because there are currently very few food and specialty vendors, Winnick said she will either have to increase the fee for farmers or continue to try and better the location so that other vendors will participate. “I’m actually very proud of our farmers market, but as a business person and a person that is committed to keeping this venue going, I know there are elements that I have to bring in,” Winnick said. “My personal goal is to make it so the shoppers want to be here. If the shoppers want to be here, the vendors want to be here.” Bob and Isabella Casey, who sell children's clothes and accessories, also relocated with the farmers market because they see its potential. “This market is building,” Bob Casey said. “It’s on its way up. Richard and Claire know this is kind of rough and there are some challenges here, but it’s getting better. Every week, we solve another problem. If the plans come true, next year, this is going to be the place to go.” The North San Diego Farmers Market takes place from 10 a.m. to 4 p.m. every Sunday at the Sikes Adobe Historic Farmstead, located at 12655 Sunset Dr. in Escondido.