Winecoff Market’s expansion suspended

Piedmont Farmers Market (PFM) recently suspended expansion at its Winecoff School Road location in Kannapolis following project bids that were two times more than the anticipated $250,000 budget.

But that could be a blessing in disguise for the local food movement. The market’s board of directors – made up of roughly 15 vendors, customers and local leaders – recently voted to reallocate its existing expansion money to support the Concord Rotary Club’s planned Rotary Square project.

Concord City Council in Dec. 2011 unanimously approved the Rotary’s proposed plan to build a multiuse public site at the corner of Corban Avenue and South Union Street. Proposed plans include a sizeable shelter – which could be used by farmers market vendors – and a splash pad. Other events, such as plays, also could take place at the site. The property is owned by Cabarrus County, and commissioners recently approved the Rotary’s plan.

Pending approval from donors, PFM will redirect $55,000 of a recent $75,000 grant from the North Carolina Tobacco Trust Fund Commission. Roughly $20,000 of that was spent to cover design costs of the proposed market expansion, and the NCTTFC is expected to make a decision to redirect the funds in March, said Aaron Newton, a four-year PFM board member who works as the county’s local food system program coordinator.

PFM also has tentative approval to redirect $75,000, which the Cannon Foundation had already earmarked for the market expansion. And the PFM will redirect $50,000 of its own money to support the Rotary project. PFM funds will be made available contingent upon the Rotary club raising the balance of the construction costs by 2014, said Newton.

The PFM board was set on expanding the Winecoff location because about 1,000 cars visit the market from 9 a.m. to noon each Saturday in July. With increased revenue and exposure in downtown location, the PFM will likely still consider expanding the Winecoff location in the future, said Newton.

The suspension of expansion effort at the Winecoff Market location represents a shift in thinking of the board of the PFM, said Newton. Instead of focusing on increasing the size of one central location, it will focus on a decentralized expansion plan that will include more market locations throughout Cabarrus County.

“We’re hoping to springboard the Concord Rotary Club’s capital campaign by making fundraising for the balance of the project that much easier,” said Newton. “This will be huge. Operating a farmers market twice a week at one of the most prominent intersections in the entire county will not only expand market sales for local producers, but will greatly expand awareness regarding just how much local food is available.”

PFM, at 25 years old, is one of the oldest of its kind in the state. The market shied away from partnerships originally, but board members have started to change their thinking, said Newton. Along with the Rotary, organizations like Cabarrus County, the city of Concord, the Water and Sewer Authority of Cabarrus County, and Piedmont Farmers Market are collaborating on the Rotary Square project.

“Five different organization are at the table, and that sort of collaboration is really going to get things done when it comes to the local food movement,” said Newton. “And that’s what I’m most excited about. This will be a billboard for local food in downtown Concord at one of the most prominent intersections in the county.”

Brian King, Concord Rotary Club’s past-president and capital campaign chairperson, said the project is still in the preliminary phases; but design work has been completed, and the club is expected to go public with its capital campaign within the next few weeks.

“At this point, our committee has been very successful in this first phase of … securing major donors, one of which is the Piedmont Farmers Market,” said King. “Its board of directors have been wonderful partners throughout this whole process, and we are working closely with them to make sure the site has what they need for a successful downtown market – in addition to the many other envisioned uses for Rotary Square and what it brings to historic downtown Concord.”

Cabarrus native Chad VonCannon, 34, is the owner of Creekside Farms and has been a vendor at the Winecoff market for five years. He sells hormone- and antibiotic-free grass-fed beef, pork, chicken, turkey and brown eggs from free-range chickens. ( www.creeksidefarms-nc.com)

VonCannon said he’s seen desire for local foods increase steadily the past five years.

“I believe one of the biggest hurdles limiting local foods at this time is convenience,” said VonCannon. “Increasing the number of locations where good, healthy, local food is available on any given day within the county is a great thing. The demand is growing for local foods. And increasing the number of markets and locations is one of the best ways to get products into customers’ hands. Plus, a vibrant farmers market has a very positive impact on a community’s quality of life.”