South Side residents will have a new option for fresh vegetables and other healthy goods this summer.
Thanks to a collaboration between volunteers, a new farmers market is being planned for Reiske Park, located at South 24th and West Lapham streets.
John Guerrero, the volunteer who founded and is managing the market, graduated from the Food Leaders Lab of Feeding America of Eastern Wisconsin and the Milwaukee Food System Changemakers program.
He initially tried to start a farmers market in the Historic Mitchell Street neighborhood where he lives but could not get it off the ground, so he turned to his former neighborhood of Muskego Way.
He connected with Muskego Way Forward, the neighborhood group based out of Milwaukee Community Crossroads, 807 S. 14th St., and learned residents had been interested in launching a market for years.
Volunteers formed the Reiske Park Farmers Market Committee to plan a market they hope will support local farmers, provide fresh and affordable food options and resources and bring neighbors together.
“There’s no markets nearby. There’s only Walker Square,” said Maria Herrera, a volunteer. “It gives them more of an understanding of what’s out there.”
Reiske Park is underutilized, according to Elizabeth Ramirez, initiative coordinator at Muskego Way Forward.
“And not because people don’t want to use it, but there’s not a lot to do at the actual park. The amenities are outdated,” Ramirez said.
Guerrero, who also runs a food pantry out of Faith Baptist Church in Oak Creek, said his passion for making healthy food more accessible stems from his experience as a single father working part time and raising three daughters.
“I was put in a position where I had to take care of kids, my daughters, and so I had to use benefits and I wasn’t accustomed to that,” he said.
Market plans
A kickoff for the market is planned from 3 p.m. to 6:30 p.m. on Tuesday, June 16. The market will continue every other Tuesday until September, when it will take place every week until Sept. 22, according to Guerrero.
The vision is to bring in produce and food vendors that are culturally relevant to the diverse communities on the South Side. Because the market applied for the first time to accept FoodShare benefits and market match programs, it won’t be able to start accepting these payments until about a month into the market, Guerrero said.
Organizers hope to host a food-tasting tent and offer educational resources like healthy recipes, Ramirez said.
The group would also like to incorporate local artists and musicians and activities. Since it’s the first year, leaders are planning to start small as they build their resources.
Guerrero learned some tips on how to manage the business of a farmers market while volunteering with the Jackson Park Farmers Market and Walker Square Farmers Market. He said he has recruited interested vendors and community partners, like Your Move MKE.
“I’m not going to bring someone that charges too much when the people in the area won’t be able to afford it. I’m not going to waste the vendor’s time,” Guerrero said.
While Muskego Way Forward is helping with organizing volunteers and promotion, it’s not funding the market.
“For financials, this year, we’re not able to support because we’re limited financially ourselves, but we definitely try to help find partners that might have some funding or sponsors,” Ramirez said.
Helping families
Rocio Leyva, a volunteer with Muskego Way Forward and the committee, said she is excited about the market.
“It’s also very important that we teach children to eat healthier foods,” she said. “I hope this new experience will be a great learning opportunity and help our families benefit from improved health.”
Volunteers Patricia Padilla and Maritza Garcia said fresh vegetables are better for the community because they are more flavorful and nutritious and selling them can support local farmers.
Guerrero is confident they can get the needed support because residents are energized and Muskego Way Forward has a history of planning events.
“What would discourage the average person just makes me fight harder,” Guerrero said.
To learn more
Follow Muskego Way Forward’s social media for more information. Community partners interested in tabling can sign up here. Vendors can apply here.
Anyone interested is welcome to sign up to volunteer or attend the market.
Meredith Melland is the neighborhoods reporter for the Milwaukee Neighborhood News Service and a corps member of Report for America, a national service program that places journalists in local newsrooms to report on under-covered issues and communities. Report for America plays no role in editorial decisions in the NNS newsroom.
Jonathan Aguilar is a visual journalist at Milwaukee Neighborhood News Service who is supported through a partnership between CatchLight Local and Report for America.
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