Newton Farmers Market sees record number of vendors in new location at Legacy Plaza greenspace

When Erin Yeager was hired on as the executive director of Newton Main Street nearly six years ago, the local farmers market was held on the west side of the Jasper County Courthouse lawn and only had six vendors regularly show up to the event. My, oh my have things changed since then. It’s a totally new market.

Newton Farmers Market opened for the season this past Tuesday at the newly developed greenspace at Legacy Plaza with a whopping 34 vendors. On a good day at its previous location on the north side of the Newton town square, the market would draw up to 20 vendors. To say it has grown is an understatement.

“We’re still growing,” Yeager said. “Probably every other day we have people keep asking us to be a part of our market.”

Perhaps what has grown the most is the crowds. Even when the farmers market was held downtown, the attendance grew substantially over the past few years. Hundreds upon hundreds of people gathered for the new market at Legacy Plaza, enjoying the spoils from vendors and food trucks alike.

Nikki Brain, the market manager, said it feels great to see people embrace the space. Strong social media marketing campaigns let people know the market had not only changed locations but was expanding its offerings and improving the overall experience, which, in turn, attracted more outside vendors.

“It’s really helped us diversify our selection,” Brain said. “We went from having about two to three full-time produce vendors to having six this year, and that includes produce we haven’t had before … There’s also more farm-to-table items. You could really come here and make a meal for the week.”

For the first market of the season, Brain said it is typical to see about 400 to 500 people come through. Organizers are setting high expectations and hope this new market drew even more than that. Unfavorable forecasts delayed the market by a week, but in return they got perfect summer weather the following week.

“We think the buzz of the new space is still going to hold strong for us,” Brain said.

Live music, cotton candy, people walking their dogs. It feels like a fair or a festival at the farmers market. Kids downed cups of ice cream and big containers of ice-cold lemonade while their parents enjoyed browsing the vendors for tasty snacks or a new plant to add to their collection or a fun decoration to hang up at home.

It’s a different kind of vibe at the Newton Farmers Market, and organizers say it’s only going to get better. Brain noted that the third Tuesday of every month will extend the farmers market hours to 4-7 p.m. and feature extra food trucks and entertainment. Heck, there might even be some wine slushies.

“It’s going to be the place to be next week and every Tuesday from now until the end of September,” Brain said.

Yeager credits Brain for having a strong vision for what the farmers market could become. But they both agreed they wanted to see continued growth.

“My expectations and goals were to make it safer and more friendly and to create an environment for the vendors to have a place to grow,” Yeager said. “I wanted to grow, and I wanted to have a place to enjoy. Legacy Plaza in being the partner gave us a beautiful greenspace to utilize.”

Vendors, she added, are spreading the word about the Newton Farmers Market, which has consistent crowds for a Tuesday afternoon event. Yeager said going forward the market will continue marketing itself online to bring more exposure to the community that is being cultivated.

When Yeager first joined Newton Main Street, she made it a goal to improve the farmers market not only for those shopping it but for those selling their products.

“It’s what Main Street is about,” she said. “We’re about supporting local small businesses. Each one of these vendors is a small business. So that’s what is huge about us. A couple of these guys could potentially get in with Gray Moon Public Market, because that is a small business incubator space.”

Even though the market is as big as it ever has been, Yeager still thinks it can be bigger.

“My goal for 2026 is to have more than 50 vendors,” she said.

Newton Farmers Market is held 4-6 p.m. every Tuesday at the Legacy Plaza greenspace near the DMACC Newton Campus.