The opinions expressed by Entrepreneur contributors are their own.
The Fall Creek Farmers Market in Humble, Texas isn’t just a place to stop for Sunday morning coffee and a fresh vegetable or two. Owners Jonathan and Andrea Haskin built this vibrant space with the goal of changing their community’s food purchasing habits and educating their customers on the importance of purchasing fresh, local items.
The idea for the market came to the couple in 2015, when they started taking a deeper look at the type of food they had available and realized they had to travel far and wide just to source quality ingredients from local farmers. What would happen if they brought their community closer to the source?
Related: Best Health & Wellness Franchises
To their delight, Haskin’s neighbors have embraced the concept. Located in the beautiful Fall Creek neighborhood, the market’s outdoor setup is near a golf course and numerous walking trails, drawing tons of people and their pets to the space every Sunday morning.
Jonathan and Andrea prioritize being present in their space and offering a personalized experience for each visitor. After settling in two hours before the market opens and staying until the last group leaves, the two walk around to say hello and share their story with customers. In the early days of the market, their daughters sat at the entrance and made bracelets for customers who entered.
This community feel is what attracted reviewer Forest B., now a regular visitor to the Fall Creek Farmers Market. “All the sellers were so nice, willing to share tips and their specific stories,” his review reads. “I especially appreciated the cultural diversity. There is so much to learn at each booth.”
With over 20 global cuisine vendors, there’s no limit to the type of food you can sample at the Fall Creek Farmers Market. On his first solo visit, Forest tried a blend of Colombian coffee, two flavors of empanada, Vietnamese rolls and an Italian frozen dessert. The icing on the cake was interacting with the sellers themselves, learning firsthand about their products and their journeys.
Related: 4 Reasons Why You Should Get Into The Health & Wellness Industry
“One [vendor] what’s not mentioned in my review is the Indian couple serving prepared foods there,” Forest said. “They’re a little older. It is completely different, for example, from the couple who own Frostbite, which is the Italian ice seller. They are young and [are] I’m actually looking for you to provide them with information about your trip here in the United States. So you learn quite a bit about people. Sometimes people are a little surprised to find that you know a lot about topics in their areas, but the way you learn a lot is by talking to people and being open and receptive.”
Forest’s experience is a perfect example of Jonathan and Andrea’s educational ecosystem in action. First and foremost, the market aims to teach its visitors the importance of fresh, quality food. The Haskins ensure that their vendors share this passion and strive to educate every customer who visits their booth. 90% of Fall Creek vendors farm and ranch full time. Some even take agriculture courses at Texas A&M.
“They live it like us,” Jonathan said. “And it all starts from within. We’re really excited to dive into the market and we’re very selective with who we allow [to be] a part of our team.”
Jonathan and Andrea’s goal is to be the game changer that pushes customers into the world of local food shopping, and they’ve found that preparation is key. They interact with customers online before each sale to ensure they have all the information they need for a smooth visit. As offers change every week to make things more interesting for shoppers and ensure seasonal products remain at the forefront, Jonathan and Andrea provide a list of vendors and produce options in advance to help customers plan meals and create the shopping list before arriving at the market.
Related: How This Health Food App Got a $200,000 Investment
Loyal customers do about 80 percent of the food shopping at the Falls Creek Farmers Market, which was the vision the owners had in mind when they decided to build a business.
“It’s not a craft show. It’s not a bake sale. You can actually come get your own pastured eggs and real items,” Jonathan said. “Knowing where your food comes from is a big deal. It’s like having a root canal or heart surgery. So it’s really nice to be able to serve and be able to give them access like we have.”
Shopping locally is not only good for your health, but it’s good for the local economy. Forest stressed the importance of spending time and money on small businesses.
“Entrepreneurs usually come here from other countries. [They] they come from contexts where there was virtually no safety net, so they bring their knowledge to the United States. When I look at these businesses, I look at how I can learn more so I can help other people in the community continue to start these small businesses that make our economy work.”
In addition to visits, the review is an effective way to show support to customers. Jonathan and Andrea take every review they receive to heart, always looking to expand the offerings and inclusiveness of their space. They find it important to remain receptive to feedback, keeping dialogue with customers open, genuine and full of love.
In addition to prioritizing customer education and community building, Falls Creek Farmers Market believes that:
- Passion starts from within. You put love and care into what you do and that will rub off on your partners and employees and ultimately your customers.
- Preparation is key. Communicate online with your customers before a sale so they know what to expect. Also, make time to help out with any problems that arise.
- Supporting locals is a great way to learn new things. Opening your mind and heart to small businesses could help you discover a major lifestyle change.
Listen to the episode below to hear directly from Jonathan, Andrea and Forest and subscribe Behind the review for more from new business owners and reviewers every Thursday.
Available on: Spotify, Apple Podcasts, Google Podcasts, Pandora and Soundcloud.
Editorial contributions by Callie Morgan and Kristi Lindahl.