(Update, 4/24: The Market board has apparently reversed itself and reinstated Pete’s Greens “with the status of a new vendor.” Thanks to Morgan Brown, sharp-eyed observer of all things Montpelier, for spotting the news and reporting it in the Comments. I’m not changing the text of my diary, because (a) I don’t like to do that and (b) I think it’s still a worthwhile story.)
A bit of trouble has broken out at one of the happiest places in central Vermont: the Capital City Farmers Market in Montpelier. At issue is the membership of Pete’s Greens, the groundbreaking farm enterprise headed by Pete Johnson.
It came to my attention at the April 7 Winter Market. Standing outside were two men holding handmade signs and clipboards; they were collecting petition signatures to have Pete’s Greens restored to the Farmers Market. Inside the hall, there were conversations about the banishment of Pete’s for failure to adhere to the Market’s rules.
This was rather a shock. Pete’s is one of the Market’s mainstays, it has been for years, and as an enthusiastic Market customer, I believe that his absence would make the Market a less desirable place to shop.
It turned out that the Market’s board had made the decision sometime over the winter. Pete wasn’t a regular vendor at the Winter Market, so nobody noticed. The Board sent out an item about the decision in a recent e-newsletter, to wit:
The Capital City Farmers Market prides itself on being a producer only market, this means that the person who makes or grows the product is present at the market interacting with the customers. The market membership votes on rules that all our vendors must follow to participate in the market. A key rule is for vendors to attend and sell at the market (for at least half of the markets they attend). This key rule is critical to the character of our market and ensures the connection between farmers/vendors and our market’s customers.
When the outdoor market starts in May you may notice Pete’s Greens is not the first vendor at the market’s State Street entrance. After being given ample notice and continuing to neglect his attendance requirement, the five member board has (after much deliberation and consideration) decided to replace Pete’s Greens with two new farmers.
We wish him well in all his future endeavors.
It seemed rather harsh, and raised a philosophical question: Is this a farmers market, or is it a farmers market? In other words, is the market operated with the customers foremost in mind, or the vendors? This decision appeared to indicate the latter.
I can see the value in having the vendor attend in person. But I enjoyed such a connection with Pete (when he was there) and his handful of employees (when he wasn’t). I certainly didn’t feel like there was less of a connection when Pete wasn’t there in person.
The Market does have rules, and they exist for a reason. However, Pete’s is in a category of its own: it’s a business, surely, but it’s a very small business with a mission of promoting local agriculture and localvorism. Pete has enjoyed a measure of success by being creative in developing his business; is he now being punished for his success?
I have heard at least one vendor complaining about the size and scope of Pete’s operation, and even grousing about the community support Pete received in the aftermath of the January 2011 fire that destroyed much of his operation. Which sounded awfully damn churlish to me, not to mention beside the point: it has nothing to do with whether Pete violated Market rules or not.
It has more to do with an attitude I find unpleasantly Pharisaical: an excessive emphasis on purity, self-defined. Pete is too big to be pure; he’s not a local farmer any more. To which I say, Bullshit. Pete is an entrepreneur in the best possible sense, a leader in developing new markets for local food and showing the way for other farmers to increase the profitability of their operations. Pete is not the enemy, folks. He should not be treated like one.
To date, the only media reporting on this story was in last week’s issue of the Montpelier Bridge. (Available online only in .pdf form.) Its report indicated a pretty wide gap between the two sides’ accounts. The Market board, as stated above, says it gave “ample notice” to Pete. His version is very different:
Johnson himself maintains that he has not violated any market rules, because he attended 12 of 23 markets last summer, despite the fact that he was in the middle of rebuilding part of his farm, which was devastated in a fire last January. He said he has written records of attendance for every market.
…”Throughout last summer’s market, for the early part of the season I was not going to many markets because we were getting the farm rebuilt… I had some communication with the market manager about it and she suggested I ask the board for special exemption. I expected it to be denied, and it was… so far latter half of the market season… I went to12 of the 23 summer markets. Nobody asked me if I went to enough. I thought the market was tracking it… I thought it was all set.”
According to the Bridge story, there was to have been a meeting between Pete and the Market board last Wednesday April 18. No word has been forthcoming, although the Market manager now says that the board will meet this week and may have an announcement afterwards. As of right now, Pete’s Greens is absent from the list of vendors on the Market’s website.
I suspect that the board has been on the receiving end of a great deal of displeasure from market customers. The Capital City Farmers Market has rarely, if ever, been a source of controversy, and I doubt that the board was prepared for the consequences of its decision.
Especially if it turned out they were wrong about Pete’s attendance. That’d be embarrassing, no?
(Addendum 4/24: I can think of at least one other Market vendor in Pete’s class — a one-family operation that’s become a small business. And I rarely see the head of that business in attendance at the Market. I wonder how evenly this particular rule is applied.)