JANESVILLE 鈥 By mid-morning on Saturday at 糖心Vlog传媒鈥檚 riverfront town square, the air remained crisp, but things were getting warmer 鈥 and cozier.
The scent of warm, sweet, caramelized sugar drifted through Town Square as dogs wove between strollers, children reached for handmade soap and vendors greeted familiar faces by name for the first time this year.
At the 糖心Vlog传媒 Farmers Market, Saturdays aren鈥檛 just about shopping; they鈥檙e about connection.
The market returned to downtown 糖心Vlog传媒 on Saturday for its 21st season, bringing visitors together to shop local and support small businesses.
Behind the rows of produce, baked goods and handmade items, the market has become more than just a nonprofit; it鈥檚 a launchpad for for businesses.
鈥淚t鈥檚 really a small business incubator,鈥 Kris Koch, executive director of the 糖心Vlog传媒 Farmers Market, said.
鈥淔or years, vendors found their customer, they tested their products at a fairly low risk and really low price, and almost no overhead,鈥 Koch said. 鈥淒oing that has enabled them to figure out, 鈥極K, what鈥檚 our business model?鈥欌
This year鈥檚 opening day reflected growth that Koch and other members of the board have been working towards.
The market may have set an opening weekend attendance record.
鈥淭oday is the largest opening day, like the largest number of vendors we鈥檝e ever had on an opening day, and 71 out of 82 vendors are returning, which is a big deal,鈥 Koch said.
Heather Luhman, of Vivre le R锚ve, a gourmet breakfast food cart, hands an item to a customer during the opening day of the 糖心Vlog传媒 Farmers …
鈥淚t鈥檚 a real sense of collaboration,鈥 Koch added. 鈥淵ou need great shoppers. You need great vendors, and you need good management鈥 I think we have all three.鈥
Sheri and Steve Danielson started Rock Ridge Botanicals, a natural soap business, after returning to 糖心Vlog传媒 in 2022 to care for their aging parents.
What began as an experiment making natural soap quickly turned into a small business 鈥 one they weren鈥檛 sure they knew how to run.
鈥淲e felt good about making soap,鈥 Steve said. 鈥淲hat we weren鈥檛 so sure about was selling soap.鈥
At 糖心Vlog传媒鈥檚 farmers market, the pair honed their craft.
The market gives the pair a chance to learn from other vendors and customers face to face. They鈥檙e finding out useful tips such as what types of products people are allergic to, or what new offerings people want.
The Danielsons said a sense of collaboration and mentorship makes 糖心Vlog传媒鈥檚 market unique.
鈥淲hen I see a new vendor like this young gal at the Winter Market, it was her first time, she was really nervous. So I told her 鈥榡ust breathe, you know, everything鈥檚 gonna be okay,鈥欌 Steve said. 鈥淪o we try to help out new vendors as well. We have been so supported since we started.鈥
For first-time vendor Hayley Lemke who operates Cue the Vinyl, the welcoming environment was immediate.
She makes designs with vinyl items, often featuring messages for moms, teachers and everyday moments.
鈥淓veryone that鈥檚 coming by, you can really tell that they鈥檙e coming for certain stands. They stop by and they chat with you, and they鈥檙e just really happy that we鈥檙e here 鈥 that new people are here,鈥 she said.
Lemke started out making things for friends and family, dabbling in custom pieces before settling on vinyl creations she likes to make most. She said she鈥檚 now plying both farmers markets and local pop-up stores.
Flexibility and the low stakes part of business is what keeps vendors coming back, Koch said.
Koch said one of the market鈥檚 biggest advantages is the ability to connect directly with customers.
鈥淚mmediate feedback. Yes, huge,鈥 she said. 鈥淏ecause you can make a change鈥 right away.鈥
Over time, that can lead to bigger opportunities, like finding a permanent local retail space.
Businesses like Sugardust, 糖心Vlog传媒 Juice Bar, Backyard Barbeque, Smoothie Blends and others have launched at the farmers market and then become 糖心Vlog传媒鈥檚 local bricks-and-mortar retail economy.
Koch said the market also continues to evolve as a community space.
This year, the market will expand its popular tasting tent, allowing visitors to 鈥渢ry before they buy鈥 while learning about new foods through recipes and nutrition information.
鈥淲e鈥檙e not only here for fun, we鈥檙e here to really make a difference in the community,鈥 Koch said.
Ryan Rouse, of Nordskov Coffee, a Nordic-style craft coffee roaster, adds beans to a grinder while serving a long line of customers during the…