Project Title:  Produce Auction 2003 Round 1 (2003)             

Project Leader (s):  Keith Vander Velde

Project Collaborators:  Badgerland Produce Auction, Westfield Farmers Market

Project Category: Marketing   

Situation:  Market development of locally grown produce is a growing concern in Central Wisconsin. We have a large number of travelers who use I-39 as they travel to vacation cabins each week. A farmers market managed on weekends would provide a marketing opportunity. In addition we have a number of growers interested in marketing larger quantities of produce using an auction method. UW Extension agents in Marquette and Columbia County have been involved in the formation of a Produce Auction for growers. The auction has a board of directors and UW Extension Ag agents are advisors to the board. The board has hired a Manager who is the contact person for the Produce Auction. With 60 producers supplying produce to the auction the opportunity to increase produce sales will be beneficial to the growers. Of these 60 growers, 42 are Amish farmers who want to expand markets.

Response:  Start up is one on the most difficult parts of any new project and the grant funds were equally divided between the Farmers Market and the Produce Auction. Funds were used to hire a farmers market coordinator who contacted growers to bring produce to the farmers market on the weekends. In addition working with the Marquette County Agriculture agent the manager secure a site at the major highway exist in Westfield with high visibility to travelers as they pulled of the road for food and fuel. At the produce auction the funds were used to supplement the produce auction managers salary since the first year of sales volume would not provide sufficient income to support a full time produce manager.

Results:  The Westfield Produce Auction had 3-4 produce vendors per week during the major growing season with many seasonal vendors, perennial plants, strawberries, pumpkins, and sweet corn selling with peak production periods. The site became a regular stop for vacationers and remains active today with more vendors in 2004-2006. More area producers now raise locally grown produce in more quanities and the income received supplements farm income.

The Badgerland Produce Auction had gross sales of $60,000 in 2003 and did not begin selling until June of 2003. Produce from over 65 farms was sold at the auction and the number of buyers grew with the season and the public awareness of the auction. Produce was of very high quality and the manager did a good job of making sure quality was high by rejecting inferior produce as it was delivered. Many of the buyers at the auction operate roadside stands and they used the auction to source addition produce or product they did not grow buy had a market for. In this way the original seller and the roadside stand buyers were both able to sell produce and increase income.