First, the name
There was a very prominent local business back in the days called “Taranaki Farmers” with a large retail outlet in Gill Street New Plymouth. To avoid any confusion it was decided that we would use the name “Farmers’ Market Taranaki”.
The beginnings
A group of like-minded folk got together to address the need for a dedicated, direct from producer-to-consumer food market. They recognised the importance of helping Taranaki growers and producers get started and building some resilience into local Taranaki food production.
They created the first Mission and Charter which provided the foundation principles to getting the market off the ground. They also registered Farmers Market Taranaki as a not-for-profit trust. We owe these people a debt of gratitude for having the foresight to see the need and the energy to create a Farmers’ Market.
The Mission and Charter continue to be the major influence on how we grow Farmers Market Taranaki. “Buy food direct from the local producer” remains the most important aspect to what we do.
Providing an easy outlet for small local producers, and creating a dialogue between producers and customers, are both really important to building local food resilience.
In order to find the first stallholders the founding group spread the word within the local community, looking for mainly “foodie” minded people.
The very first market
It took in a car park adjacent to the WITT college on Sunday 12 th June 2005, a cool but fortunately not rainy day, with about a dozen stalls (some not more than a small table and umbrella).
It took a few Sundays to get to know the other stallholders but there was a clear sense that we were starting something important. Until that time there were few options for small growers and producers outside gate sales, local dairies and greengrocers.
The first move – The Mill car park
The WITT car park was good to get started but it quickly became apparent that it wouldn’t be the final location. It was out of the centre when we needed to get the market noticed, had inadequate parking and, important for customers and stallholders alike, there were no toilet or hand-washing facilities!
It was decided that we would move to the Mill Car park. There was an existing Saturday car-boot market that had been running at the Mill for many years, so we opted to run the Farmers’ Market Taranaki on Sunday mornings.
While this resolved a few issues (in town, known location, easy access and reasonable parking) it created confusion for many people. Mainly because the car boot had (rightly) an “anything goes”
rule versus the Farmers’ Market insistence on “local food only” and “buy direct from the producer” absolutely in line with the not-for –profit Charter.
It was during this time that we became aware of the emerging Farmers’ Markets New Zealand (FMNZ) organisation, so we decided to investigate. A trustee attended the first national FMNZ conference, held in Hawkes Bay. This illustrated that we were on the right track. Even if we were a small market it illustrated what was possible if we stuck to our principles.
In 2006, working with NPDC and Venture Taranaki an idea emerged to move the market to Brougham Street. During the planning for the move we were very lucky to receive valuable support from the (then) TSB Community Trust to be able to purchase our distinctive multi-coloured canopies which were, and continue to be, great for completely new producers dipping their toes in the market waters.
Despite a huge planning effort between the Farmers’ Market and Venture Taranaki, the move to Brougham Street never eventuated. Traffic management issues, the size of the area to cope with expected growth and a cool reception from street businesses and residents all conspired to the idea being rejected.
The next move, Currie Street
Even if a move to Brougham Street was over, we desperately sought out other suitable locations, and the idea of Currie Street emerged. After a lot of hard work with getting permits approved, creating traffic management plans for street closure and consultations with local businesses, we made the move to Currie Street in October 2007.
It was an instant success and really raised the profile of Farmers’ Market Taranaki, as anyone who remembers those times will confirm. We also had some great support from NPDC and local business owners while we plotted our course. Not that we didn’t have issues to deal with, but nothing was going to stop us now.
One of the issues concerned a NZ-wide law which restricted the number days a street market was allowed to trade to 36 Sundays a year. So what were we going to do if we wanted to run the market year round, every Sunday, no exceptions?
Hello Huatoki Plaza
We identified Huatoki Plaza as the likely venue for the 16 Sundays we were not allowed to be on Currie Street. The smaller location was anyway better suited to a smaller winter stallholder turnout so we sought, and received again support from NPDC to move there in 2008.
A few customers were confused and “lost” us for a while, but they eventually found us again less than a block away from Currie Street. It does illustrate the importance of continuity, another reason for our “every Sunday, rain or shine” mantra. Customers can rely on us.
And so the tradition of “Currie Street in Spring/Summer and Autumn” and “Huatoki Plaza in Winter”was established.
Financial reality
Running the Farmers’ Market is an expensive undertaking. Advertising and promotion, insurance, maintaining infrastructure, providing high-quality (and necessary) market coordination, paying for very expensive road closures (which we initially handled ourselves) and many other costs meant that we were forced to abandon Currie Street in some years ago.
Summer Pop-up at Tasman Prospect
Recognising the need to find a lasting “home” for Farmers’ Market Taranaki , this year we have experimented with a site on the Tasman Prospect foreshore location. We learnt that we can successfully grow the market with the right site but it also illustrated that in order to run the market according to our “Every Sunday, rain or shine” mantra, we need somewhere with all-weather conditions.
We can proudly say that in 20 years we only had to cancel Farmers Market Taranaki market twice. Once when a cyclone threatened and once when Huatoki Plaza (and the cellar where we store our canopies and tables) was flooded.
Our (amazing) stallholders
The original aim of the founders of Farmers Market Taranaki was to provide opportunities for local food growers and producers. To have a reliable outlet for their produce and support to help them establish their small, medium or large enterprise, selling direct to local customers.
There are still three stallholders from that very first market twenty years ago (Blueberry Patch, Mac snacks and Natural Lea) right up to today. During that time hundreds of stallholders had passed through the market. Some stayed for one or two markets, some stayed for a month or two or a year or two and many others much longer.
A few were so successful they didn’t need the Farmers’ Market any more, which is sad (for us) but fantastic (for them). Every stallholder has contributed in some small or big way to making the market what it is today.
It’s also good to point out a really important thing that many people forget. The Farmers Market is a great community meeting place and there is a constant flow of information from stallholders to customers and customers to stallholders about how to grow or produce, what varieties to plant, how to deal with pests, how best to process and preserve fruit and vegetables and so on.
We have also been blessed over the years with having talented and enthusiastic market coordinators. There is no such thing as a typical market coordinator but they were all committed to creating an exciting, authentic market.
The future of Farmers’ Market Taranaki
Over the years the market has experienced highs and lows, but in recent times it has experienced an incredibly healthy re-growth. The community vibe is the best it has ever been, reflected in great foot traffic and steady business for stallholders.
Also, we’ve managed to attract a variety of new talented stallholders and this bodes well for a fruitful future built of steady growth.
Has it always been easy after more than 1,000 markets? No, but we are looking for the next 1,000 and continuing to say……… “Buy direct from the producer, every Sunday, rain or shine”.
- Richard Sheldrake
"Richard is one of our founding members of Farmers Market Taranaki, and continues to attend after 20 Years with his partner Patricia, the talented growers behind Natural Lea (they grow the BEST juicy oranges and more beautiful spray-free fruits + vege) We are incredibly grateful for all his work and support throughout all these years. Thank you Richard, Patricia and our founders for gifting us with an amazing legacy that our community will continue to benefit from for generations to come" đź’š - Farmers Market Taranaki Trust
