Shoppers browse produce, flowers and other local goods during the opening day of the Janesville Farmers Market season in downtown Janesville on Saturday.
Heather Luhman, of Vivre le Rêve, a gourmet breakfast food cart, hands an item to a customer during the opening day of the Janesville Farmers Market season in downtown Janesville on Saturday.
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 opening day of the Janesville Farmers Market season in downtown Janesville on Saturday, May 2.
Shoppers browse produce, flowers and other local goods during the opening day of the Janesville Farmers Market season in downtown Janesville on Saturday.
JANESVILLE — By mid-morning on Saturday at Janesville’s riverfront town square, the air remained crisp, but things were getting warmer — 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 Janesville Farmers Market, Saturdays aren’t just about shopping; they’re about connection.
The market returned to downtown Janesville 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’s a launchpad for for businesses.
“It’s really a small business incubator,” Kris Koch, executive director of the Janesville Farmers Market, said.
“For years, vendors found their customer, they tested their products at a fairly low risk and really low price, and almost no overhead,” Koch said. “Doing that has enabled them to figure out, ‘OK, what’s our business model?’”
This year’s 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.
“Today is the largest opening day, like the largest number of vendors we’ve ever had on an opening day, and 71 out of 82 vendors are returning, which is a big deal,” Koch said.
Heather Luhman, of Vivre le Rêve, a gourmet breakfast food cart, hands an item to a customer during the opening day of the Janesville Farmers …
“It’s a real sense of collaboration,” Koch added. “You need great shoppers. You need great vendors, and you need good management– I think we have all three.”
Sheri and Steve Danielson started Rock Ridge Botanicals, a natural soap business, after returning to Janesville in 2022 to care for their aging parents.
What began as an experiment making natural soap quickly turned into a small business — one they weren’t sure they knew how to run.
“We felt good about making soap,” Steve said. “What we weren’t so sure about was selling soap.”
At Janesville’s 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’re 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 Janesville’s market unique.
“When 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 ‘just breathe, you know, everything’s gonna be okay,’” Steve said. “So we try to help out new vendors as well. We have been so supported since we started.”
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.
“Everyone that’s coming by, you can really tell that they’re coming for certain stands. They stop by and they chat with you, and they’re just really happy that we’re here — that new people are here,” 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’s 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’s biggest advantages is the ability to connect directly with customers.
“Immediate feedback. Yes, huge,” she said. “Because you can make a change… right away.”
Over time, that can lead to bigger opportunities, like finding a permanent local retail space.
Businesses like Sugardust, Janesville Juice Bar, Backyard Barbeque, Smoothie Blends and others have launched at the farmers market and then become Janesville’s 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 “try before they buy” while learning about new foods through recipes and nutrition information.
“We’re not only here for fun, we’re here to really make a difference in the community,” Koch said.
