Supporting Local Farmers’ Markets

Episode 96 with Bev Rollings, Brenda Raetz, and Matt and Kim Tennill

OUTdrive Episode 96 with Bev Rollings, Brenda Raetz, and Matt and Kim Tennill

Did you know that the produce in grocery stores travels an average of 1,500 miles before it ends up on your plate? Furthermore, the USDA estimates that on average, a farmer only earns 17.4 cents for every dollar spent on a food item. Compare these numbers to your local farmers’ market, where the produce is grown within a 50-mile radius and the farmer or producer earns an average of 85 cents on every dollar. Farmers’ markets around the U.S. offer consumers an opportunity to support local growers and businesses, eat healthier, and connect with community members, all in one place.

The Sedalia Area Farmers’ Market was established in 2009 by co-founders Bev Rollings and Brenda Raetz. Brenda oversees the day-to-day operations as the market manager and Bev currently serves as the treasurer. Matt Tennill and his wife, Kim, own Triple H Family Farms in Marshall, Missouri, specializing in fresh produce including greens, heirloom tomatoes, root vegetables, and honey. Matt was recently named president of the Sedalia Area Farmers’ Market board of directors.

If you need more incentive on why you should shop at your local farmers’ market, tune into this special panel episode to learn more.


  • 2:30 – Bev, Brenda and Matt and Kim share a little bit about their background and how they got involved with the farmers’ market
  • 7:30 – Bev explains a simplified version of how farmers’ markets work and the benefits of buying produce from local markets
  • 9:00 – Brenda shares what consumers can expect to find at a typical day at area farmers’ markets
  • 10:00 – Bev shares the criteria for becoming a vendor at the Sedalia Area Farmer’s Market
  • 11:50 – Bev explains how they market vendors and share the story of the producers at the market
  • 12:30 – Kim describes the process of becoming a vendor and the support they had to complete the necessary criteria
  • 14:30 – Kim shares how they use social media and email services to market their produce and products outside of the farmers’ market
  • 16:30 – Brenda offers insight into how the vendors gain support for their marketing and social media efforts when joining the Sedalia Area Farmers’ Market
  • 17:30 – Brenda takes us through the daily setup of the market and the logistics behind it
  • 19:00 – Brenda and Bev share the family-oriented and kid-friendly activities they offer at the farmers’ market on a monthly basis
  • 20:15 – Bev shares the social health component of shopping at the market
  • 22:00 – Bev explains the positive impact of the farm-to-table movement and the value customers can get on produce and products
  • 23:45 – Brenda talks about how the Missouri Grown program supports farmers’ markets across the state
  • 24:45 – Bev shares what the Community Supported Agriculture program means for vendors and how people can support them
  • 26:30 – Kim explains how Triple H Farms has partnered with the Missouri Grown program as well
  • 28:20 – Brenda gives all the details and information on the 2022 season of the Sedalia Farmers’ Market
  • 32:15 – Kim and Matt share what rural America means to them and Bev offers up the common ground individuals can find here in the Midwest
  • 34:50 – In her closing thoughts, Bev explains the payment options at the farmers’ market and how people can take advantage of SNAP benefits
  • 36:20 – Kim offers advice and the benefits available for potential farmers’ market vendors and consumers alike
  • 38:30 – Brenda shares resources consumers can use to connect with the market online, through social media, and via email subscriptions.