An urban farmers market that feeds community spirit

Most days, the St. Monica Church parking lot is unremarkable. It is, after all, one of dozens of parking lots in the 19th Ward. 

Yet, on Tuesday evenings as summer dawns, 831 Genesee St. comes into full bloom, with colorful tents, children playing in the grass, and the passing conversations of old and new friends.

This is the Westside Farmers Market, a tiny yet mighty volunteer operation founded by neighborhood local Jackie Farrell. In 2008, she opened Westside in response to a community need for a market in the area: a space to physically bring together a diverse and dynamic community, as well as provide access to fresh, local, and affordable produce. 

“We really felt like we needed a market here,” she says. “There had been a study years ago that said we should have a market someplace in this area … so we said alright let’s do it.”

The market has grown over the years, yet not without its challenges. A two-season series of Tuesday rainstorms made it difficult to retain vendors. However, Farrell cites the market’s spirit for keeping it up, running, and building from itself. 

“People like this market,” she says. “Vendors come—they’re never going to get rich at our market … but they like it, so they keep coming back.”

Starting his third year vending at Westside, Richard McCullough of Weatherfield Farms testifies to this sense of community. 

“I love it,” he says. “People’s like family.”

A semi-retired meteorologist by trade, McCullough’s farm in Conesus grows a selection of berries and herbs that he produces into teas for the market. 

“I’m proud to do it,” he says. “It’s a lot of fun.”

Westside features a selection of local food vendors offering products such as seasonal fruits and vegetables, breads and dairy products, as well as teas, candied nuts, and homemade meals. Any gaps in the supply are met by Westside’s co-op booth, which sells kitchen essentials such as meats, grains, and dairy products that may not be stocked by the week’s vendors.

Philomina Emeka-Iheukwu, owner of Cooking and Eating Healthy with Philomina, operates one of the market’s most popular booths. Marking her 11th year serving dishes of rice, lentils, and proteins at the market, she sees some of the same faces year after year—many of whom continue to support her business during Westside’s offseason at the Rochester Public Market. Along with repeat customers, Emeka-Iheukwu has gotten to know many of the other vendors, discussing business and partnering with her farmer friends. 

One of these long-term customers, Donna Sarnacki, makes rounds to chat with every vendor. She has been coming to the market since its opening 17 years ago. On the opposite side of the spectrum—the middle is occupied by neighborhood locals and passersby—are new-in-town college students who eagerly wander the market strip in search of greens, cheeses, and other groceries for the week. 

Westside also hosts a rotating selection of community organizations, as well as weekly staples—free tune-ups from R Community Bikes, a “Walk with a Doc” program that promotes taking steps for a healthier lifestyle, and live music from local artists. For children, there’s a mobile library hosted by the Arnett Branch, a tent with crafts and activities, and plenty of friends to play with. 

Westside prides itself on its spirit, fed by the constant flow of neighborhood regulars and eager vendors. The nonprofit market is almost entirely volunteer-run, with funding from donations and sponsors reinvested in programming initiatives. The live music, the kid’s table, the market’s upkeep—all of these stay afloat with community support. 

Yet financial resources are tight, and, as current manager Jessica DiSalvo says: “The market is the volunteers.” While many of them work behind the scenes, setting up stands and tearing them down at the end of the night, a few younger volunteers can be spotted helping to run crafts with the kids at the market. 

In addition to accepting cash, cards, electronic benefit transfer, and a range of other payment methods, Westside doubles SNAP dollars with FreshConnect checks. It aims to provide financially accessible produce to its community.

“There’s definitely a perception that buying stuff at a farmers market means that it’s bougie,” says DiSalvo, “but we really try to run the whole gamut. You can buy an $8 head of lettuce if you really really want, but you can also buy all of the groceries that you would need to shop for your family for the week.”

“It’s the best party in the city,” she adds with a laugh. “It’s an outdoor party every week—rain or shine.”

The Westside Farmers Market is open on Tuesdays from 4-7 p.m., from June to October, at St. Monica Church, 831 Genesee St. 

Alex Holly is a student at the University of Rochester and a member of the Oasis Project’s second cohort.

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