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Janesville Farmers Market program aids ECHO clients, vendors

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Photo by Bill Olmsted

Denise Showers puts fresh shallots into a bag at the Janesville Farmer's Market. Showers is an ECHO client that has received a voucher from the organization that allows her to buy locally produced products at the market.

JANESVILLE — Nothing can compare to the taste and nutrition of fresh fruits and vegetables, but few ECHO clients can afford produce.

That’s changing, thanks to a local collaboration.

ECHO client Denise Showers of Janesville is grateful for the new Farmers Market Coupon Program.

“It’s the best program idea we’ve seen for a long time,’’ said the single mother of a teen.

“I work really hard to get fresh foods in our home. But it’s not easy because of the expense and that they’re perishable,’’ Showers said.

On Saturday, Showers took two $5 coupons to the Janesville Farmers Market. She spent the money on fresh asparagus, a small block of goat cheese and fresh shallots. With them, she made an omelet.

“It was delicious, a good bargain and a special treat for us,’’ she said.

Without the vouchers, Showers admitted she never would have been able to buy the fresh products.

“Part of the joy of the farmers market is I don’t have a list. I’ll plan meals around what I come home with,’’ she said.

Showers won’t be shopping alone.

Many ECHO clients are expected to use the 1,240 coupons available throughout this season’s farmers market, said Sue Conley, executive director of the Community Foundation of Southern Wisconsin.

Conley in March organized a meeting with ECHO Executive Director Karen Lisser, Janesville Farmers Market Manager Teri Huber and UW Extension and Rotary Gardens horticulture educator Mike Maddox to put together the program to help feed the hungry.

“Everyone agreed this would be something we should try to do,’’ Conley said.

Lisser created the coupons, while Huber spoke with vendors and Conley raised the money.

“I sent letters to donors who I thought would be sympathetic to ECHO and who would see the benefit of this win-win by supporting ECHO as well as entrepreneurs—farmers and vendors in our community,’’ Conley said.

The goal was to raise $5,400. But $6,200 was raised after an anonymous donor offered a challenge to the community. The donation of up to $2,500 matched every $2 raised with an addition $1.

Each week, ECHO will distribute coupons to clients. Each coupon is worth $5 and can be used to buy fresh produce, meat, honey, cheese or eggs at the Janesville Farmers Market. Individuals are eligible for one coupon, two-person households will get two and families will get four, Conley said.

“What a creative way to help people to get fresh produce into their diets,” Lisser said.

Huber, too, is thrilled the Janesville Farmers Market has the opportunity to participate.

“With the economic climate in Janesville right now, I know firsthand that people who used to give to ECHO are now receiving,” she said. “Good nutrition is so important, and having it available to many people also is important.’’