Appalachian born and bred: Downtown Waynesville, Haywood Tourism both launch locally made campaigns
The Jackson County farmers market had three or four vendors who regularly showed up each week to sell their homegrown goods in 2001.
For the most part, the growers would sit around, chew the fat and trade produce.
“It was kind of our farmer’s morning out,” said Cathy Arps, who runs Vegenui Garden with her husband Ron.
The vendors would make maybe a few sales during the day. However, mostly, people would drive-by the market, roll down their car windows and glance at the offerings before zipping off.
“It was very difficult,” Arps said. But, “The farmers of the farmers market hung on.”
Now, about a decade later, the number of vendors has more than septupled and the amount of customers has grown even more.
The Jackson County market is not an anomaly. The number of vendors at the Waynesville farmers market went from fewer than a dozen in 2008 to now more than 60, with crowds perusing all their options. Beeswax candles, goat’s milk soap, sauces and rubs, cheese and round out the traditional baskets and tables of produce.
“There is a tremendous movement underfoot to save your local farmers,” said Carol James, former president with the Haywood Historic Farmers Market.
Both markets are representative of a nationwide trend that spread during the last several years. Considerably more people are buying local.
“The farmers market is sort of a snapshot of the radical change,” Arps said.
The desire to buy local goes beyond food. People are growing tired of the mass-produced, dime-a-dozen riffraff made overseas that line the shelves of retail giants. Locally made is a hip alternative.
Looking to capitalize on the movement, Haywood County and the downtown Waynesville business district are finding ways to promote locally produced merchandise that is unique to the area as well as items made within the U.S. — which seem difficult to find when perusing the tags at any area department store.
Taking a cue from the Good Morning, America series “Made in America,” Buffy Phillips, executive director of the Waynesville Downtown Association, decided to find out what businesses in Waynesville’s downtown sell items crafted in Western North Carolina and in the U.S.
“I just thought it was time we came together and promoted it,” Phillips said. “I find that customers are asking. They want to know what is made in the USA and locally.”
Phillips has been compiling a list of downtown businesses with U.S. and locally made wares. Although American-made clothes are still difficult to find, people can find WNC-made jewelry at the Jeweler’s Workbench or buy dog treats at the Smoky Mountain Dog Bakery. High Country Home sells furniture and cabinets constructed in Waynesville and hardwood floors from Franklin. And, the local brews are taking off with Headwaters Brewing Company, Frog Level Brewery and soon at the Tipping Point. With the exception of a few items, most food necessities can be found around town — from the smoked tomato jam at Sunburst Trout Market to barbecue sauces to jams and salsa.
Phillips is distributing stacks of stickers and signs to businesses along the downtown Main Street strip that each can used to advertise whether they sell products made in the U.S.
Twigs and Leaves Art Gallery is already one step ahead of the curve with a map displayed in its window, showing where in the U.S. each of its products hails from — all but a handful are from within WNC.
“I would love to think that everybody on the street would have something made in North Carolina,” Phillips said.
And, in a couple of months, the Haywood County Tourism Development Authority will launch its own similar campaign “Homegrown in Haywood.” The logo of the advertising initiative is a needle inside of a fish, inside of a duclimer, inside of an artist’s palette, inside of an apple.
Visitors want to experience the local culture, buy things that are specific to the area and eat what the locals eat, said Lynn Collins, executive director of the Haywood TDA. The marketing campaign helps point people in the right direction and also advertise the things that make the county different.
Part of the movement in Western North Carolina is also about preserving Appalachian culture, which is why the dulcimer — a locally significant instrument — is included in the tourism agency’s logo.
In addition to food and art, there are blacksmiths who makes tools, woodworkers who build tables, soap makers, bookbinders, people who manufacture guns — all too numerous to count.
“Locavesting” catching on
People aren’t just purchasing more items grown, constructed and masterminded in Western North Carolina, but they are willing to invest in local ventures.
For example, when Annie’s Naturally Bakery closed late this year, 10 area residents pooled their money to help the popular Sylva joint reopen.
“I think this is a concept that makes a lot of sense to a lot of people,” said Frank Lockwood, an assistant professor of Entrepreneurship and Innovation at Western North Carolina University. “I think we will find more and more examples of this locavesting as we figure out how to do it.”
Along the same vein, some area growers have begun selling season-long memberships to their farm’s bounty, guaranteeing an individual a portion of the crops that are harvested each week.
“It is basically like people buying a subscription to your product,” Arps said.
Although the products are slightly pricier than their grocery store counterparts, people are willing to pay that little extra for natural products without all the additives, preservatives and extra unnecessary stuff.
Jackson resident and farmer Jackie Hooper hasn’t heard any complaints about her reduced sugar apple butter-like spread. In fact, she said, less is what more people are looking for.
“People don’t seem to mind that there isn’t more sugar,” said Hooper, who also sells chicken, quail and rabbit, among other items. “They are actually glad because sugar is one of the things they are actually trying to cut down on.”
That sentiment hits on a big reason why people want to buy straight from the farmer rather than the grocery store. People are more health conscious compared to the past.
“They are really reading package labels,” said Hooper, of Shared Blessings Farm in Cullowhee. “They no longer want to buy it ready-made in a grocery store.”
In many cases, the product is also tastier, since it had a shorter distance to travel before it ended up on someone’s plate.
Robin Smith, of Lenoir’s Devon in Canton, is one of several cattle farmers in Haywood County whose focus is to deliver fresher, higher quality beef without a middleman.
“We were just really interested in selling a better product than the grocery stores had,” Smith said. “(The beef) doesn’t go from a big plant and have additives in it.”
In places like Western North Carolina, the movement only seems natural given the vast tracts of open land. There have always been farmers in the area, but after WWII, fewer Americans grew their own food or received produce from a nearby farm. And now, the nation is moving back toward its roots.
“There are now people that are willing to grow the products and make it available,” Lockwood said. “In the neck of the woods we live in … it’s something that makes a lot of sense.”
The dour economy has also played a role in national shift in mentality as people lost their jobs and saw manufacturing facilities move overseas, making buyers more conscious of where their purchases come from.
“I guess now with a loss of businesses and employees, we don’t want to lose anymore,” Phillips said.