By Nancy Christy and Neil Heinen
Madison Magazine
Special To Channel 3000

This month's magazine is dedicated to an addition to our city that, as new as it is, is truly the genuine article. But as we hope we've made clear in this monthly column, the beauty of Madison is that it is full of genuine articles by which Overture Center for the Arts finds itself surrounded. And one of the most authentic of all is our very own Farmer's Market.

Indeed the spirit and heart of Madison that donor Jerry Frautschi so wholeheartedly sought to rekindle, and that architect Cesar Pelli so diligently sought to capture, can best be found in the Saturday market that brings tens of thousands of people to the Capitol Square to buy vegetables and fruits, bread, cheese, meat and fish, flowers and honey, nuts and preserves in support of local growers and producers. And they do it for the most part in a leisurely, counter-clockwise stroll, shopping bag over shoulder, coffee in one hand, muffin in the other, some for the social experience, some doing some serious procuring.

For many, it is a not-to-be-missed ritual. For some it is a serendipitous discovery as part of a convention visit or football weekend. But from the wealth of organic produce to the street theater, tables laden with political literature, and friendly, feel-good ambience, it is quintessential Madison. Even as one of the largest and best growers' markets in the country, which has finally (thankfully) spawned offshoots in other parts of the city and region, it retains its small-scale charm as vendors and customers renew friendships with each other year after year. For all, the experience brings built-in time for conversations with friends you come with or run into during your stroll.

Unlike the Madison Civic Center -- an inadequate facility for the arts from the get-go -- Farmer's Market has been a perfect fit on the Capitol Square since its inception in September 1972, when fledgling farmer (and future Dane County Executive) Jonathon Barry and 10 other vendors enjoyed a surprisingly successful first market. A week later 85 vendors turned out. Two years later the number grew to 300. Since then it has become an efficient, well-run, not-for-profit enterprise. It is an extremely important factor in the financial picture of the hundreds of vendors who participate. Its quality attracts local restauranteurs, like L'Etoile's Odessa Piper and Harvest's Tammy Lax, who make it a regular stop for inspiration and ingredients. Artisanal cheeses, organic butter and fresh produce, and a wonderful variety of fresh flowers are regularly available, in good quantity and in one place, making it an easy place to shop. More and more lately it also reflects the changing face of Madison. The number of Southeast Asian and Latino growers increases every year. Many growers participate in the Market's Nutrition Program, as well as the state's WIC (Women, Infants and Children) program, helping to provide fresh fruit and vegetables to those in need. There's also an effective process for distributing the surplus products to local food banks.

Perhaps one of the biggest measures of success for the Farmer's Market is the prominent role it plays in the agricultural vision of Mayor Cieslewicz's Healthy City economic development plan. Given the rich and fertile geography of the region (vendors at the market come from 32 different counties in Wisconsin) and the growth in the organic side of the industry, Madison is uniquely situated to offer locally grown products for markets, chefs and others as part of a vibrant economic sector. The Dane County Farmer's Market is certainly the iconic heart of that effort. It represents jobs and income, an environmental ethic that is a part of our heritage, a valuable attraction for visitors and a source of social and cultural diversity. Most important, it is Madison, which Overture now joins as an integral piece of how we define ourselves and what is uniquely ours to offer to those who live and visit here.

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