Fort Chamber Salutes Farmer Market Manager
Fort Chamber Salutes Farmer Market Manager
Who can turn the world on with her smile? Well, Mary Tyler Moore, but Cynthia Holt is a close second. Holt, the long-time manager of the Fort Farmers Market, is donning the yellow apron for the final time this Saturday, June 30th. In celebration of her ten years as market manager, the Fort Atkinson Area Chamber of Commerce invites all market goers to come wish her well.
Now in its 16th season, the market began when local producers Pat Radditz, Linda and Dennis Geszvain and Tom Thurin began selling regularly in Parking Lot 7. The Chamber of Commerce, then under the direction of Dianne Hrobsky, appreciated the additional foot traffic and excitement downtown. By 2007, the market had grown sufficiently to warrant paid staff to manage the four-month market. Past Chamber Tourism Manager Kristin Wallace hired Beth Gehred and Cynthia Holt as part-time co-managers.
That year, there were 18 vendors, and the first programming component was added - live music. This marked the beginning of year-round programming with multiple wellness, arts and educational programs. And, too, there was Cynthia Holt, greeting all sellers and shoppers in her distinctively warm and genuine style.
“I was just happy to see the customers come downtown and their enthusiastic responses to the growth of the market,” she said in a recent interview. “Fort Atkinson was ready for this chance to meet their farmers, buy fresh and local products, and socialize while they shopped,” she added. “Our customers and our vendors are very loyal and we continue to expand our market family to downtown visitors and regional producers.”
Riding along national trends and local interest, the market caught and has held fire for fifteen years under Holt’s leadership. During her tenure she received both the Friend of the Chamber and Tourism Counts awards. While the core of the vendors have remained and grown, there are now over 50 vendors (35 seasonal, 10 or more dailies and dozens of arts vendors), while other beloved vendors have retired and been replaced with new small businesses. Current vendors and new trends inspire the next generation of market entrepreneurs.
Holt’s vision for the market has always been to ensure that the market has a good vibe, supports local producers, and creates a sense of community for vendors, shoppers, and visitors. Holt models the vision, in that the Fort Farmers Market makes people feel good no matter their role, regardless of their age, or where they hail from.
Holt has worked to make sure shoppers are offered a wide variety of food and value-added items, with a smattering of locally crafted items each Saturday. Seasonal vendors are assured the market will not be flooded by new vendors all selling the same products. Small community markets have failed for lack of this even-handed and transparent policy. While the main focus is always on seasonal, local and even certified organic fruits and vegetables, the market also offers a supporting cast of dairy, bread, salsa, cookie, fermented food and meat vendors. People can, if they choose, do a healthy portion of their summer food shopping at the market.
Anne Drehfal, a past market vendor, agrees. “Fort’s market is exactly what you want as a vendor,” she said. “People plan their meals around what is fresh and available, and they shop intentionally. It’s different than a market where people are just window-shopping.”
Utilizing her professional experience from the YMCA , educational, and arts programming work, Holt developed numerous market programs and partnerships such as a Market Bucks program to thank musicians and put money back into the market, frequent shopper cards to thank loyal customers and themed Saturdays to highlight the arts and wellness. Two of the first businesses to sponsor the market, Fort HealthCare and Fort Community Credit Union, led to key partnerships for expanded programming, which now also include downtown neighbors, the Dwight Foster Library and Hoard Historic Museum. Eventually, market banners, shopping bags and t-shirts were created, featuring the original art of Holt’s husband, the artist and painter Jeremy Guzzo Pinc.
Holt has worked with volunteers and partners to increase food access programs at the market. She wrote and received a grant to be one of the first small Wisconsin markets to have an EBT machine. Since then, she’s gained sponsorships for a Foodshare Double Up Program; the Power of Produce Kids Club Program sponsored by Premier Bank, and she continues to cultivate a long-term partnership with the Fort Food Pantry, originally started by teen volunteer Jack McLaughlin.
“I needed to only put out the call for funding needs and this community stepped up for the market,” she said. “From businesses to churches to our local city leaders and non-profits, everyone found ways to contribute and make the market meaningful.”
In addition to the numerous organizational partnerships, dozens of volunteers over the years have made the market thrive. And in the past two years, a formal volunteer group has been solidified with the help of Assistant Market Manager Holly Weiss.
“While I find it a little hard to step away from this project that I’ve loved so much, I am confident that the market is held up by all the people, networks and heart strings that have been put in place over the years. I’m looking forward to being on the other side of the booth with a bag full of veggies and a cup of joe. Market On, Fort Atkinson!” Holt said.
The market recently completed a five-year strategic plan intended to assist the next managers in continuing to build the market for the community and visitors. The Chamber hopes to have new market managers in place by the end of July, with Holt providing transitional assistance.
Fort Atkinson Chamber Board President Tom Dehnert remarked on the difficulty of filling such big shoes. “Cynthia’s knowledge of the market and the relationships she has nurtured are the foundational success of this chamber program. We are grateful for her passion and thankful for helping us create a destination in our downtown district.”
Market vendors, sponsors, volunteers, visitors and shoppers are all welcome to attend this Saturday’s market in special recognition of Cynthia’s contributions over the past ten years. The Community Booth will have cake and a selfie corner for friendship photos, and as always, Arts Saturday will be humming with family-friendly activities like the Merry Hoard entertainers, the bouncy house, trolley rides, and free ice cream in tribute to Dairy Days.