What you can expect at the first outdoor Dane County Farmers’ Market of the year

Jamie Perez by Christina Lorey

Smell the mouthwatering wafts of Stella’s hot-and-spicy bread spreading through the Square? Feel tiny beads of sweat dripping down your brow as you shuffle counterclockwise around the Capitol, stopping for fresh produce as you try to keep your place in the crowd of thousands?

It’s that time of year! The outdoor Dane County Farmers’ Market returns for its 48th season Saturday.

Although you might not notice many changes from last year’s season, the now-staple here in Madison has transformed throughout its nearly five decades. When it opened for its first Saturday in 1972, there were only 11 vendors stationed on the Square. By the next week, that number had catapulted to 85. And by the next year, it was at hundreds. The rest, as they say, is history.

Here’s what you need to know before grabbing your reusable bag and heading to the Square this year:

1. A different selection of vendors populate the Square on any given Saturday.

This year, there are 270 members of the Dane County Farmers’ Market. All will come sometime throughout the 2019 outdoor season. On any given Saturday, you’ll find 130 to 160 vendors. On the busiest days, market manager Sarah Elliot says the Square can accommodate 180.

On opening weekend, however, that number is much lower. “On Saturday, when we open the season, we could be lower than 130,” Elliot said. “It’s very weather-dependent. Not a lot is growing in Wisconsin yet.”

2. While us locals may take the market for granted, it’s a tourist attraction.

“People definitely come from all over the country,” Elliot said. “We definitely do have international guests.”

The outdoor market also regularly attracts people from Chicagoland and other parts of Wisconsin. Those folks travel two or more hours to do their weekly or monthly grocery shopping.

3. It’s the largest market where the people selling the products are the ones who made/grew them.

The market’s “claim-to-fame” is being the largest producer-only farmers’ market in the country.

“Having the producer be the one behind the stand is absolutely an amazing resource,” Elliot said. “We’ve all walked around the farmers’ market and been tempted by something beautiful, but you’re not sure exactly what to do with it? Ask the person behind the stand. They grew it, so they can tell you exactly how to prepare it and exactly how to eat it.”

4. You’re sure to find something new.

Farmers continue to impress Elliot with their ingenuity. The market manager said producers are always bringing new items you might not know can be grown or made right here in Wisconsin.

There are ten new vendors this year, selling a wide range of products including organic cranberries, organic apples, goat meat, smoked trout, and more.

5. There’s no one best time to visit the market. Come early if you want the pick of the litter.

Different people have different strategies or tactics with how they approach the market. Coming early certainly gives you the best selection of products, as well as a bit of elbow room. “Typically we see crowds really starting around 10 a.m., so there’s that nice sweet spot for families who don’t want to wake up at 6:15, but they can maybe come at 8,” Elliot said.

The market gets progressively more crowded as the day goes on.

6. But there’s also a strategy for coming later in the day.

“Farmers don’t want to take home the things they brought with them, so you might get a better deal,” Elliot said.

The outdoor farmers’ market opens at 6:15 a.m. and closes at 1:45 p.m. Vendors don’t have to stay until that time, so if they sell out, they pack up.

7. What’s in season right now?

Spring is all about the greens: lettuce mixes, kale, and spinach. You’ll find the end of storage crops: potatoes, sweet potatoes, carrots, and cabbage. And, like any spring, there will be lots and lots of plants.

Elliot chuckled when asked, “What else?”

“It’s Wisconsin. There’s cheese, there’s always cheese,” she added. There will also be meats and baked goods for sale all season long.

The market runs every Saturday through Nov. 16. This year, the only exception is July 13, for Art Fair on the Square. That Saturday, vendors will be at Breese Stevens Field.

As usual, on the perimeter of the square, you’ll find craft vendors and food trucks. Those are managed by the city.

You can also visit the Wednesday market, starting April 17. That market is smaller, but draws from the same pool of vendors as Saturday on the Square. The weekday market runs from 8:30 a.m.-1:45 p.m. at the City-County Building.

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