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New weekly neighborhood market served residents with fresh foods, established essential public space, supported entrepreneurship
EASTON, Pa – The inaugural four-month season of the West Ward Market wrapped up September 28 and plans are already in the works for the market’s return in May 2023 as the Greater Easton Development Partnership (GEDP) and supporting organizations build on the successes of 2022.
The new venture, which operated Wednesdays from 3 -7 p.m. on 12th Street between Paxinosa Elementary School and Cottingham Stadium, saw an average of nearly 500 people each week shopping at vendors offering fresh produce, meats, baked goods, meals and other items for the kitchen and home.
Push-pin map surveys conducted throughout the season with the assistance of Lafayette College showed that the vast majority of shoppers hailed from Easton’s West Ward – the very neighborhood the market was conceived to serve. Additionally, about 15 percent of shoppers were crossovers from the Easton Farmers’ Market, which is also operated by GEDP.
The West Ward Market received seed funding from the Air Products Foundation through United Way of the Greater Lehigh Valley as part of an effort to expand education and food access programs in the Lehigh Valley. It was one of three local initiatives being supported by the investment.
“We’re grateful for the support of the Air Products Foundation and the United Way to help us get the market off the ground,” said Jared Mast, executive director, GEDP. “West Ward residents have expressed the need for improved access to fresh foods for years. Now we have a solid foundation from which to grow our offerings and help meet that need.”
With the support of its partners — West Ward Community Initiative (a GEDP program), Paxinosa Elementary, YMCA, Lafayette College/LaFarm and Kellyn Foundation — the West Ward Market also established itself as a true community gathering space. It brought together a broad range of residents of all ages, ethnicities and socioeconomic backgrounds on a weekly basis for fresh food, entertainment, activities and community. As a result, the market’s location at North 12th Street is now recognized as a central gathering space and outdoor event venue for the West Ward neighborhood, similar to what Centre Square represents downtown.
“We wanted to nourish the neighborhood beyond offering fresh food,” said Megan McBride, director of the Easton Market District. “Creating a sense of pride in the community and the feeling that the West Ward has good things going on is a big step forward in strengthening the neighborhood, fostering a sense of place and bringing people together.”
In addition, the WWM promoted food entrepreneurship. Hacienda Los Agaves, a West Ward business that was a regular WWM vendor, benefited from being connected to vending opportunities with the Easton Farmers’ Market, Easton Garlic Fest and PA Bacon Fest. Owner Miguel Morales credits his WWM involvement with significantly increasing sales at his brick-and-mortar location, 665 Northampton St. The Market also contracted with two West Ward DJ businesses to provide entertainment at the Market. And the Market’s produce farm, Windy Springs, established wholesale relationships with several West Ward restaurants.
Close to 20 community organizations participated in the Market. Organizations ranged from the YMCA and Community Bike Works to Overtown Media & Arts and the Third Street Alliance. The Bradbury-Sullivan LGBT Community Center was a weekly participant and touted the West Ward Market’s “strong sense of community,” adding that it’s their “favorite place to table in the Lehigh Valley.” Other organizations commented on the diversity and engagement of the attendees. GEDP’s own Easton Garden Works was a major player, providing weekly gardening and produce-related activities. And Lafayette’s LaFarm offered additional educational activities and engagement from June through August.
“Bringing organizations to the West Ward helped connect neighbors with resources that they might not have known existed,” said Tanya Ruiz, interim manager of the West Ward Community Initiative and West Ward resident. “With the support of the school district and the team at Paxinosa as well as all of our partners and organizations, we have tremendous momentum heading into 2023. We’re looking forward to next May already.”
To continue supplying West Ward families with fresh produce, Kellyn Foundation, an anchor of the WWM, will continue to sell produce on N. 12th Street on Wednesdays through November, before switching over to an online ordering/pick-up model for the winter.
Information provided to TVL by:
Michael Drabenstott (for GEDP)
Drabenstott Communications Group
