Downtown Fort Myers Welcomes New Farmers Market With 42 Vendors, Culinary Focus

The Downtown Fort Myers Farmers Market is set to launch Jan. 17, operating Saturdays from 9 a.m. to 1 p.m. through at least April, with the potential to continue year-round at a smaller footprint afterward. "We hope it's year-round, at least with a smaller footprint after April," Jean Baer, who co-owns Local Roots with Betsy Ventura, said.

If approved, the City Council is expected to move forward with a two-year management agreement with Local Roots LLC, which includes three one-year renewal options and requires six months' notice for termination. Economic Development Director Steve Weathers negotiated the contract during a December workshop, aiming to strengthen downtown's culinary district and attract more visitors.

"As we create the culinary district, one of the things we wanted to add to it, just for the vibrancy and the diversity, is to bring back the farmers market," said Steven Weathers, economic development director for the City of Fort Myers. City leaders anticipate increased foot traffic benefiting nearby restaurants and retailers.

The market will be managed by Local Roots within the downtown core, spanning Monroe/First to First/Broadway and from First/Broadway to Broadway/Main Street. "If I'm there from nine to one, what I'm going to do afterwards is, I'm going to go have lunch, I'm going to go to that store, I'm going to go spend other time and other monies downtown," Weathers said.

Local Roots has secured 42 vendors for the Downtown Fort Myers market, with roughly 78% focused on agriculture and food. Current inaugural vendors include two produce sellers, a flower vendor, a French bakery, and a Vietnamese food tent, with plans to broaden the vendor mix over time.

Local Roots operates nine markets across Southwest Florida and works with about 225 vendors overall. Studies cited by the city show that 27% of every 1,000 market visitors shop elsewhere downtown during their visit. "We probably erred on the side of trying to bring a successful farmer's market to the employees, which they loved. They all came out for lunch, but they weren't buying produce," a Local Roots representative said.

Market rules require at least 40% of vendors to sell food or agricultural products, limit any single nonagricultural category to no more than 20% without approval, and require vendors to display signage identifying the origin of their produce.