Charlotte leaders look to move Tyvola farmers market

The city of Charlotte is studying whether the state-operated farmers market off Billy Graham Parkway should be moved to attract more consumers.

The city said other state markets in Raleigh and near Greensboro have more shoppers, and that it wants to ensure Charlotte is helping local farmers and that all residents have access to fresh food.

“Maybe we need a different location, maybe we need a different system,” said Tom Warshauer, the city’s community engagement manager.

Warshauer said one possibility would be to offer the state city- or county-owned land, though he didn’t know where that might be. He also said it’s too early to know how much money, if any, the city might contribute.

“We are at the very beginning of exploring how it might work,” he said. “How big does it need to be? What would its impact be on existing market structures?”

Warshauer said a driving factor is attendance. The state said the Charlotte Regional Farmers Market attracts about 800,000 people a year. By comparison, the state’s Raleigh market had 3.85 million shoppers and the market in Colfax serving Greensboro had 1.25 million.

What’s unclear is whether a new site for the Charlotte market would draw more shoppers – or whether people prefer smaller, neighborhood-style markets that have opened in the last decade.

As interest in organic, and farm-to-table food has grown, the number of markets has expanded. There are now 27 markets in the county.

Ron Moore, assistant director of marketing for the N.C. Departure of Agriculture and Consumer Services, said the state would be interested in ideas about where to move the market. But he said the department doesn’t have any money for a move.

The state market opened in 1985. Off Yorkmont Road near West Tyvola Road, the regional market is accessible to most parts of the county, because of its proximity to Interstate 77.

But while the market may be centrally located, it has little visibility from Billy Graham Parkway.

“One challenge is that it’s hidden,” Moore said. “And it’s in a business area.”

Its five large buildings – some enclosed, some open – have a total of 85,000 square feet. They house common items such as fruits and vegetables. Vendors also sell flowers, crafts, baked goods, meat and seafood. Seasonal items include pumpkins and Christmas trees.

The manager of the N.C. Department of Agriculture and Consumer Services’ Tyvola market was surprised the city is discussing whether the market should move. Amie Newsome, who has managed the market since January, said no one from the city has contacted her.

She said the market is doing well, especially on Saturdays.

“During the summer the parking lot will fill up,” she said, pointing to the market’s sprawling parking lot. “We’ll fill half the lot in the fall.”

Would a move help?

Ed Price, who started the Highland Creek Farmers Market at a neighborhood park two years ago, said he believes people prefer smaller markets. The state market sits on 22 acres.

“It’s really about the relationships,” Price said. “Let’s face it, 100 years ago, you knew where your food was coming from. That’s what the small market brings back.”

He said a new location for the state market might not attract more shoppers.

One of the area’s most popular markets is in downtown Matthews, attracting people from all over the region.

“With us, the food is just part of the experience,” said Pauline Wood, the executive director of the Matthews Community Farmers’ Market. “It’s very family oriented. It’s a more intimate atmosphere.”

Wood said a selling point for the Matthews market is that it only sells food produced from a 50-mile radius, except for seafood. She said the market also doesn’t allow third parties to sell produce, which is allowed at the state market.

Moore said the department wishes more people shopped at the Charlotte market.

But he said the Charlotte has more “tailgate markets” such as Highland Creek than any other city in the state.

People are buying fresh vegetables – just not exclusively from the state market, he said.

“We would like them to come to the state market, and they do,” he said. “But we also like them buying at the tailgate markets. The consumers like those markets.”

Warshauer said a goal is for both affluent and low-income residents to have access to the market.

The are no Charlotte Area Transit System buses that go on Yorkmont Road by the market.

He said the city will be looking in places such as east Charlotte, but also “all over town.”

Warshauer was asked whether the site of the old Eastland Mall would be an option. The city owns the 80 acres around Eastland and has been trying to redevelop the site with a school, park and possibly offices and homes.

“Certainly there is room,” he said. “But nothing is on or off the table.” He then added: “This isn’t about Eastland.”

This story was originally published November 20, 2015 at 4:03 PM with the headline "Charlotte leaders look to move Tyvola farmers market."