By MICHELE F. MIHALJEVICH
Indiana Correspondent

ELKHART, Ind. — The economic downturn has been especially unkind to Elkhart County. Job losses in the RV and other industries have left the county with one of the highest unemployment rates in the state.

Against this backdrop, the two-year old American Countryside Farmers’ Market is not only trying to work through the bad economy, but is also experiencing the normal aches and pains typical for any new business.

“There have been some disappointments and there have been some surprises over the last couple of years,” said Rene Hostetler, director of sales and marketing for American Countryside. “It’s been a very enlightening process. We’re learning how to do this and how to grow it for the future.”

The market, at Indiana 19 and Elkhart County Road 26, is just south of the U.S. 20 bypass.

It’s housed in a three-story, 51,452-square foot, peg-beamed wooden barn.

Vending space is available inside and out. The market is not at capacity, with 45 vendors inside, Hostetler said. Original plans for the market included space for 100 vendors inside and about 300 outside.

“The economy and the RV disaster have definitely affected us,” she said. “A spouse might have had a job in the RV factory, and that helped support what they loved to do here. Some vendors who came in initially might have had different expectations of what it would take to run a business. But we’re still a fairly young venue and we’re still learning a lot.”

The first floor of the market is for food vendors and a food court. Visitors can find fresh meats, bakery items, organically grown produce and pre-packaged meats, noodles and jams and jellies. Craft items, such as candles, furniture, purses, rugs and quilts, are on the second floor. Company offices occupy the third floor. “It’s the variety that stands out,” Hostetler said. “It’s the variety of the products and the variety of the people that makes this place special.”

That variety has disappointed a few people in the community who had different ideas of what a farmers’ market should be, she said.
“We celebrate the American farm. We’re giving people an opportunity to come and sell whatever they make. We’re in a rural setting and we’re definitely a part of this farm community.”

The plan to have more farmers bringing their products to the market hasn’t gone quite as anticipated in the beginning, she said. “It’s very time consuming for them to come out and set up just for four days. It’s not as lucrative as taking their items to a huge market. It was a nice idea, but it hasn’t worked out that way.”
The market has tried to offer events that will be of benefit to the community and to the market, such as a yard sale at the end of June, Hostetler said.

“This was a good way to help the local community. We slashed the prices of rentals on our outside booths. We were pleased as it was pretty well attended.”

The market is in Amish country and has partnered with other attractions in the region to help with promotion.
Overall attendance the past couple of years seems to have mirrored the economy’s ups and downs, she said. The market opened in May 2007.

“The first year was outstanding,” she said. “There were wall to wall people. Last year, the recession was starting. We definitely saw less traffic.”

Bus traffic from destinations such as Chicago, Indianapolis and Wisconsin has increased, Hostetler said. She has attended a couple of conventions this year in hopes of attracting even more bus business.

“Despite the economy, the buses are still rolling, but they’re staying a little closer to home,” she said. “Last year, they came from Canada and all over the United States. This year, they’re coming but from not as far away. We’re a very easy day trip from a lot of places.”

Visitors from as far away as Washington, Arizona and Florida have signed the market’s guest register.

“We’ve found that local people are very reluctant to part with their money,” she said. “They come, have lunch and walk around a little bit. They’re not necessarily here to purchase. But the bus tour groups are all about spending money.”

Products such as the fresh meats and organic produce sold at the market seem to be what consumers are looking for, she said.
“People are more concerned with natural foods and being green. They want to eat foods that aren’t processed. The market is attractive to a lot of people for that reason. I think people are wanting more of this and we hope to grow that more.”

Consumers are definitely interested in fresh, locally grown products, said Lois Hooley, who opened a booth in the market in June. She and her family run Ridge Lane Farm near New Paris, Ind. They sell organic produce such as zucchini, green onions, lettuce and green beans.

“I couldn’t believe the difference after we put up our sign saying our produce was organic,” she said. “People seemed to be more drawn to the booth. Being organic does make a difference.
“There’s more nutrition in the fresh stuff and the fact that it’s local is important because customers want to see a more viable local economy. They want to get their produce locally.”

The facility and atmosphere were two things that drew Hooley and her family to American Countryside.

“It’s a beautiful building. The people there are just really friendly. We also like the idea that part of the fun of coming here is the experience.”

Because of the economy, any plans for other attractions at the site have been put on hold, Hostetler said.

“We definitely agree we need something else out here, it’s just really hard to predict anything. But there are still dreams for the future for a dinner theater, a restaurant, an RV park. We’re looking for things to be better and brighter in the future.

“Word of mouth is always the best advertising,” she said. “But if we give people more reasons to come out, they will come.”

The market is definitely making progress, but there’s a lot more to be done, said Paul Wagler, of Middlebury, Ind. He works for the Pumpkin Patch Market, which sells fresh fruits and vegetables at American Countryside.

“It’s important for vendors to have a positive attitude,” he said. “You have to keep the prices right, and in our case, keep the products fresh and local. People are very conscious about what they’re buying. But if the quality is there and the price is right, people do still have to eat.”

More vendors would be a good thing for everyone, he said.
“The more the merrier,” he said. “More competitors are what we need. That will bring out more visitors.”

American Countryside is open year round. From May until Labor Day, the market is open Wednesday, Thursday, Friday and Saturday. The rest of the year, it’s open Thursday, Friday and Saturday. Hours are 9 a.m. to 5 p.m., with breakfast vendors open at 8 a.m. For more information, including upcoming events, go to www.AmericanCountry side.us or call 574-96-7827.