​My name is Shawna Schuster. I am the founder and owner of Summer Snoballs, a Hawaiian-style shaved ice business. I am a U.S. Army veteran and a proud mom to two children.

I am originally from Arkansas/Oklahoma, growing up along the border. Shaved ice/snow cones were always my favorite summertime treat. As a kid, I always looked forward to the snow cone shacks opening for the season. A perfect summer day was spent playing at the pool and stopping for snow cones on the way home, a blue-mouth smile on my face (My favorite was blue coconut).
After graduating high school, I attended the University of Arkansas, focusing on general education classes. After three semesters, I started to feel the symptoms of burn out. So, I dropped out of college and joined the military. I wanted to travel, feel proud of what I was doing, and challenge myself.

My job in the military was satellite communications and network technology. My first duty station was Korea, where I was placed in a communications unit. I was also given the additional duty of being my unit’s BOSS representative. BOSS is Better Opportunities for Single Soldiers. It is a program designed to help single and unaccompanied Soldiers by providing recreational activities, volunteer opportunities, and quality of life resources. My job was to relay the current or upcoming events to the Soldiers in my unit and advocate for their needs.

My second duty station was Fort Hood, Texas (Fort Cavazos), where I was assigned to a combat unit. This was where I met my husband, Jordan. Jordan was also in a combat unit, working as a tank crew member on an Abrams tank. Jordan and I would later deploy to different areas. I went to Iraq and he went to Europe. After deployment, I decided to reenlist for another four years, being stationed in Hawaii.

In Hawaii, I was stationed at Schofield Barracks in an aviation support unit. We moved to Hawaii just before the start of the covid outbreak. After being on the island for 2 years, and the initial panic from covid had settled, we decided to have our first child. With the birth of our son, I decided that being home for him was my top priority, so I made the decision not to reenlist when my contract ended.

The decision to move to Massachusetts was based on several things. We already had an established support system here in the form of lifelong friends. We also knew that we would want to have a second child, so healthcare was also an important factor. I also wanted to return to college and finish my degree. So, education, not only for me but also for our children, was important as well. We moved to the Amherst area in 2023. Since then, we have frequented the Amherst Famers’ Market. One of the things we value most about the area is the availability of local produce and support for small businesses. We value the sense of community and want to be a part of it.

I recently graduated from Holyoke Community College with my associate’s degree in science. I will be attending UMASS Amherst this Fall studying microbiology. One of my goals is to work in a hospital laboratory setting. I would also like to work on research projects as well.

I started Summer Snoballs because I noticed that shaved ice was very hard to find in Massachusetts. With snow cones being such an impressionable part of my childhood, I decided to share that passion with my community. I decided to start small by operating out of a 10X10ft tent at the Amherst Farmers’ Market. My hope for this business is to bring joy to the local families and have shaved ice be a part of their summertime memories, like mine. My plan is to open a food truck next year so that mobility to other events is easier and I can make a bigger impact on the community and surrounding areas. 

As a recent patron, and now as a NEW accepted member vendor of the Amherst Farmers' Market, I am excited to be part of this vibrant community and to see you out there for some season fun during the market season on the common!  ;)

Authored by Connie Gillen; Reminiscing from Sunset Farm, one of the original, founding members of the Amherst Farmers' Market! 

As I look back over my 50 years participation in the Amherst Farmers' Market I see how many things have changed and how much has remained the same.  We are still in the center of the town, having gone from the parking lot to our wonderful new "home" on the grass of the Amherst Town Common!

We are still a group of small farmers and creative producers of value added products but we have lost a number of local Amherst farmers who have either become wholesalers or retired from farming, and added more value added products.
We have gone from locals begging to be let into the Market to having to solicit venders to join. It is a big commitment to keeping your Saturdays open from April until November. Yet, adding picnic tables and consumable food and music and a park-like atmosphere has made the Market experience more popular than ever!

We have gone from having the town’s business community "suspicious of our presence" to being welcomed with open-arms by the Town officials and having the Amherst Chamber of Commerce and the Amherst Business Improvement District promoting us as one of Amherst’s main features!

When Bill and I first joined the market in the early 70’s we had inherited 10 acres of farmland in downtown Amherst. We kept our day jobs but began growing basil, tomatoes, onion, garlic, cucumbers.  I sold our extra produce on the Town Common and gave out a pesto recipe, because no one had ever heard of it. I soon added my fresh fruit strawberry popsicles, because I was way ahead of Kennedy and didn’t want my kids consuming popsicles with sugar syrup and dyes. We grew our own strawberries and eventually supplemented with Lakeside strawberries.

Over the years I increased my variety of popsicles and we experimented with all kinds of produce - from greens, varieties of lettuces, cardoon, elephant garlic, many different types of tomatoes, squashes, arugula, kohlrabi, okra. If there was a vegetable in a catalogue, you can be sure we tried growing it at least once!

This is what made the Amherst Farmers' Market - the creativity, experimentation, and the variety of vendors and their products. And we think that this spirit is what makes Sunset Farm special as well! We draw on neighbors and friends, some of whom have been with us from the start, who volunteer, become our friends, invent
products, do specular flower arrangements, introduce foods from other cultures and become part of our ‘urban’ farm community.

Big changes occurred when we, at the Market, were compelled to create more rules for our evolving and growing "little" farmers' market!  Our first and long time president, John Spineti, registered us as a "Class A farmers' market" and that meant only selling what we grow/committed to being agricultural producers.  There were many hair splitting conversations about this over the years.  We did not want the market to turn into a flea market, to keep it's agricultural roots (pun intended!) AND, at the same time, we all wanted the market to be dynamic and creative and attract new customers and vendors and stay relevant!  Things got worked out over time with rules being revised and tweaked. Vendors of the majority, still need to be producers/growers having to grow at least 50% of what you sell.

Another big change came when it was decided to have the bulk of the vendors commit to a 20+ week market. This meant that you had to grow for three seasons of produce. Those who had specialty seasonal items might be excluded, so we evolved a guest vendor system to accommodate them.

A constant issue that affects all farmers' markets is the "problem" of having too many vendors that all grow the same product. How to balance issues of competition and yet maintain the variety necessary to attracting customers! Our Amherst Farmers Market had all the issues you see playing out in world trade, tariffs excluded!

Although we are all really in competition with each other for customers, there is generally a good feeling among vendors. We trade tips over what we grow, weather problems, individual crises, minding each other’s tents, and now helping each other negotiate SNAP transactions.

We all realize that the sustainability of the Market depends on all of us being successful. Knock out all the competition and you stand alone.   Again, a microcosm of the world!

Hope to see you out there each Saturday and supporting local producers and keeping the local economy rolling and healthy!
•
•
•
#FarmersMarket #AmherstFarmersMarket #AFM
#ShopLocal #SupportLocal #BuyLocal #Farmers
#Vendors #Produce #LiveMusic #AmherstMA
#AmherstCommon #Community #FamilyFun
#KidFriendly #FarmersMarketFun #FoodVendors
#Fresh #FarmToTable #SmallBusiness
#ExploreMassachusetts #Sustainable #GetOutside
#KnowYourFarmer #WesternMass #Supportyourlocalfarm
#farmstand #SupportLocalAgriculture #GrownLocal #Wellness
#Organic #Ecofriendly #TownofAmherst #MassFarmers
#WesternMass #FoodInsecurity #FoodDesert #Fruit #GrassFed

 Guest Post authored by Katherine Langford;
Alright, let’s be honest farmers’ markets can feel like a jungle. Between the rows of vibrant produce, handmade goods, and cheerful vendors, customers have a lot to look at. So how do you make sure they look at you? Better yet how do you make sure they stop, smile, and buy?
Whether you're just starting out with your first folding table or you're a seasoned market pro, the way you set up your display can make a massive difference in your sales. A great farmers’ market booth doesn’t just sell it tells a story. It invites people in, sparks curiosity, and makes them want to stick around.

Let’s dive into how to make that happen. Grab a coffee (or maybe a lemonade from the stand across the row), and let’s get into the good stuff.

1. Think Like a Shopper - Before you set up your display, imagine you're walking into a bustling farmers’ market as a customer. What draws your eye? What makes you stop?  Most likely, it's a combination of color, order, smell, and vibe. You want your display to scream fresh, fun, and you-need-this-in-your-life.  Clutter, confusion, and flat displays just don’t cut it.
Ask yourself:

• Would I stop at this table?
• Can people tell what I’m selling from five feet away?
• Does my table look fresh and inviting?

Start with empathy, and you’ll end up with more sales.

2. Start With a Strong Foundation: Your Table & Tent - Your booth setup matters more than you might think. A sturdy, clean table covered with a fresh, wrinkle-free tablecloth can instantly upgrade your look. Want to go even further? Try one of these:

• Use wooden crates or baskets to add dimension. Stack them at different heights for a tiered look.
• Bring a tent or canopy, especially if you're outside. It not only protects your products from the elements it also gives you a “home base” feel.
• Use consistent colors or branding (we’ll talk more about that soon).

Pro Tip: Use a tent banner with your farm or business name, something easy to read and visible from afar. You want people to recognize you before they’re close enough to shake your hand.

3. Height is Your Best Friend - Flat tables can be boring. They don’t guide the eye, and everything just sort of blends together.  Add height using:

• Crates
• Risers
• Upside-down buckets covered with fabric
• Wooden boxes
• Hanging shelves (if your tent can handle it)

Putting your “wow” products up high-eye-level stuff gets attention.  Keep bulkier or repeat products on the table or below.
The goal?  Make your booth look abundant, organized, and thoughtful.

4. Color is the Hook - You’re competing with the colors of nature here, fruits, flowers, homemade jams, and who-knows-what else. So lean into color like it’s your superpower.

If you’re selling veggies, group by color and let the brightness shine. Tomatoes next to basil?  Eye-catching and aromatic. Are you a baker?  Stack cookies with rich tones next to soft pastels. Got handmade candles?  Line them up in a gradient.
Bonus tip: Use props that match the season.  For summer, maybe some sunflowers in a jar. In fall? A few tiny pumpkins. A touch of theme adds warmth and charm.

5. Signage: Clear, Cute, and Consistent - Nothing turns people off faster than confusion.
Make signs for everything:

• Prices
• Product names
• Ingredients or origins (especially if you’re organic, local, or gluten-free)
• Your business name and logo

Use the same font, colors, and style throughout your display. It makes you look legit and that’s half the battle.
Handwritten chalkboards work great, especially if your vibe is rustic or handmade. Just keep the writing big, bold, and easy to read. If you’re more polished or modern, printed signage with a clean design may fit better.
Pro Tip: Include at least one sign that tells a bit of your story people love knowing who they’re buying from.

6. Samples Win Hearts (and Wallets) - If your product can be sampled—DO IT.
People are way more likely to buy if they’ve tasted or touched what you’re selling. Just make sure you keep it clean and safe:

• Use small cups, spoons, or toothpicks
• Have hand sanitizer available
• Wear gloves if you’re handling the samples
• Label sample items clearly

Let your personality shine while offering samples. A friendly “Want to try one?” or “These just came out of the oven this morning” goes a long way.  If you're selling something like Farmer Jon's Popped Popcorn, offering a few kernels in tiny sample cups might just make someone fall in love on the spot. Salty, buttery goodness? Yes, please.

7. Your Vibe Attracts Your Tribe - You are your best selling point.  Smile.  Chat.  Tell stories.  Wear an apron with your logo. Be approachable, but not pushy.  People love to support real humans.  Tell them how you grew those tomatoes or baked that bread. Did you start your business during the pandemic?  Share that.  Did your grandma inspire your recipes?  That’s gold.  The more you can be, the more customers feel connected and loyal.

8. Use Props & Decor to Tell a Story - Let your booth feel like your brand. If you’re a flower farmer, maybe bring a vintage watering can.  If you sell honey, a honey dipper or bee-themed cloth adds charm.  Do you make jams?  Stack a few on a small picnic blanket with a faux-bread prop.  This doesn’t have to be expensive. A trip to the dollar store or a rummage through your garage might do the trick.  Think cozy, inviting, and a little bit Instagram-able.  People love snapping photos at cute booths and those photos can bring more people your way.

9. Bundle Up & Cross-Sell - People love feeling like they’re getting more for their money.  Consider offering small bundles or kits:

• “Pick Any 3 for $10”
• “Farmer’s Breakfast Pack” (eggs, jam, and a mini loaf)
• “BBQ Night Kit” (sauces, herbs, and marinades)

You can also suggest add-ons at checkout:

• “Want to grab a second one for half off?”
• “These cookies go great with our cinnamon tea!”

The key here is subtle suggestions, never pressure. Just let people know their options.

10. Restock & Rotate Throughout the Day - The best booths never look picked over-even if you’re halfway sold out.
Keep backup stock behind the table or under it.  Rotate items in as things sell.  Re-stack.  Re-fluff.  Refill baskets.  A fresh-looking table makes it easier for late shoppers to say yes.  Even something as simple as rearranging items every hour can make your booth feel alive.

11. Offer Multiple Payment Options - Let’s be real people don’t carry cash like they used to. If you’re cash-only, you’re probably losing sales.  Get a mobile card reader (like Square or SumUp).  Accepting credit cards,  Apple Pay, Google Pay, or even Venmo can be a game-changer.  And if you're using digital payments, have a small sign that says so.  Customers love clarity.

12. Use Branding to Be Memorable - Even if someone doesn’t buy today, you want them to remember you.
Ways to brand your booth:

• Logo on your tablecloth
• Stickers on your products
• Business cards or postcards
• QR codes that link to your Instagram or website
• Free bookmarks, recipe cards, or magnets

And yes, social media matters! Encourage people to tag you when they post your products. Maybe even offer a small discount for a post or follow.

13. Weather-Proof Your SetupLet’s face it, weather happens. Rain, wind, blazing heat… you’ve got to be ready.

• Use tent weights so your canopy doesn’t fly away
• Bring a clear plastic cover for your products if it rains
• Have a fan or water spray bottle for hot days
• Use bungee cords and clips to keep signs from flapping around​

Customers notice when you’re prepared.  It makes you look professional and trustworthy.

14. Keep It Clean & Organized - This sounds obvious, but it’s worth emphasizing: Clean sells.

• Wipe down surfaces regularly
• Keep trash out of sight
• Tidy up displays every hour
• No half-eaten snacks or personal clutter on the table

People shop with their eyes first.  A clean, neat booth says your products are top-notch.

15. Observe, Adapt & Learn Each Week - No setup is perfect on day one.  Take notes.  Snap photos of your booth every time you set up.  Ask friendly customers what drew them in.  Watch what others are doing and borrow great ideas.
Did one product sell out early?  Maybe feature it more prominently next time.  Did nobody touch that display basket?  Try moving it or switching it up.  Think of your booth as a living, growing thing just like your farm or business.

Final Thoughts (But Not That Kind of Final Thoughts) Alright friend, that’s a wrap for now.  Creating an eye-catching farmers’ market display is part art, part science, and a whole lot of you.  Don’t stress about being perfect.  Just focus on being present, prepared, and genuine.

The magic of the market isn’t just in what you sell, it's in how you make people feel.  A warm smile, a beautiful setup, a story behind every jar or loaf... that’s what makes your booth unforgettable.

So go out there and make some market magic.  Your perfect setup is just a crate (and maybe a little popcorn sample) away.

Guest Post/Recipe shared by Stephen Bissonnette;
Although being a local, sadly, I don’t get to the Amherst Farmers' Market as much as I’d like. This weekend, however, the rare sunny Saturday weather here in MA motivated me to venture out and into downtown Amherst! There was nothing planned for dinner and I thought it would be fun to just see what I could find at the farmers' market and make a dish based on what looked good? 

All of the vendors were very friendly and helpful in helping by making recommendations that could work.  It felt a little bit like making stone soup as I made my way around the circle of tents on the green lawn and I relished in everyone’s suggestions.  My brown paper bag was spilling over with lush greens and I looked forward to a cozy Saturday evening at home making dinner later that night. 

After posting my meal, the AFM manager reached out on Instagram, saying it "looked delicious," and asked if I'd be willing to share; so I thought I'd pass it along to those that might be interested in giving it a go!  Here’s the recipe for what I whipped up from my day wandering at my local farmers' market.  All the ingredients listed below are available (seasonally of course) through the varied and diverse member vendors at the Amherst Farmers' Market: 

Lamb Chops & Summer Veggies recipe, process and prep
Prep time: 10 minutes
Cook time: 15 minutes

Ingredients:
Lamb rib chops - 2 per person (chops from Leyden Glen Farm) 
Cherry tomatoes (veggies from Red Fire Farm, Wild Shoat Farm, Carrot Corner Farm, Quabbin Hills Farm, Supreme Microgreens, Sunset Farm, Jiang Farm and Boulder Top Farm)
Caulilini (or cauliflower)
Rainbow carrots (with greens)
Microgreens
Chives
Salt & pepper
Olive oil 
Lemon or mandarin 
Carrot top pesto (see below)

1. Preheat oven to 400 degrees Fahrenheit and season lamb chops with chives, salt & pepper
2. Prepare and season vegetables and lightly toss in olive oil 
3. Sear lamb chops on stove top in a hot dry oven safe pan for 2-3 minutes on each side or until browned
4. Add veggies to pan and cook in oven with lamb chops for approximately 10 minutes or until internal temperature reaches desired wellness 
5. Let lamb rest for 10 minutes under foil, then deglaze pan with freshly squeezed lemon or mandarin juice, plate, top lamb with carrot top pesto and microgreens, and finish with a pinch of salt 

Carrot Top Pesto:
Carrot top greens
Almonds or cashews
Lemon juice
Olive oil

1. Blend together in food processor 

Authored by; Katherine Langford (freeguestposters@gmail.com)

Discover the secret to picking the freshest, tastiest produce at farmers' markets!  Learn expert tips below on timing, selecting ripe fruits & veggies, asking the right questions to shop like a pro for the best farm-to-table experience!

If you've ever strolled through a farmers' market, you know it's a total vibe.  The colorful tents, the smell of fresh herbs and warm bread in the air, the people sipping coffee while chatting with local farmers honestly, it’s hard not to fall in love with the whole scene.  But let’s be real: walking into a farmers' market without a game plan can feel just a bit overwhelming.  I mean, how do you actually pick the best peaches?  Or know if those tomatoes are sweet and ripe?  Or if you're paying too much for that bunch of kale?  That’s exactly why we’re here!

Let’s talk about the secret to choosing the best produce at a farmers' market, so you can shop like a pro, waste less, and end up with fruits and veggies that actually taste amazing.

1. Go Early (or Go Late - But Know Why); timing is everything, friend.
If you're  after the absolute best and freshest produce like the stuff the farmers are the most proud of, go early.  Like, right-when-they-open early. The early birds get the prettiest tomatoes and the crispest lettuce.  But if you're more about the deals than the aesthetics, go late.  Right before closing, farmers are more likely to cut prices rather than haul produce back home. You might score a “fill a bag for $5” kind of situation.  Pro tip: You don’t have to pick one or the other every week. Switch it up depending on your mood or your budget!

2. Bring Your Own Bags (And Maybe a Cart)
I know this seems basic, but nothing slows you down faster than juggling a dozen plastic bags that are ready to explode. Most vendors are eco-conscious and might not even have bags at all.  Reusable totes are a must.  And if you’re planning to do a big haul (like stocking up on apples or potatoes), bring a rolling cart or even a basket.  Not only is it easier on your arms, but it makes you look like a seasoned pro (Which you’re quickly becoming!).

3. Do a Lap First!  Don't just dive in and grab the first bunch of carrots you see.
Walk the whole market once before you buy anything.  Scope out who has what, what looks the best, and how the prices compare.  Some vendors grow everything themselves, while others might be resellers (More on that later).
Doing a lap helps you avoid buyer’s remorse.  You don’t want to spend $6 on strawberries, then find a juicier, cheaper pint two stalls over.

4. Ask Questions (Seriously, Don’t Be Shy)
One of the best things about farmers' markets is that you can actually talk to the people who grew your food.  So… talk to them!
Ask things like:

• “When was this picked?”
• “How do you like to cook this?”
• “What’s your favorite thing on your table today?”

You’d be surprised how much good info you’ll get.   Some vendors will even throw in a little extra or offer a discount just because you took the time to chat.   Also, asking “Do you grow this yourself?” can help you spot the difference between true farmers and middlemen.  Some stalls resell (which is not allowed at the Amherst Farmers' Market) produce from wholesalers so technically, it's not really local.

5. Use Your Senses Like a Detective
This one’s fun.  Think of yourself as a fresh-produced Sherlock Holmes.  Here’s how to “investigate” like a pro: Smell a ripe peach?  You’ll smell it before you see it.  Same with melons, basil, and tomatoes.  If it doesn’t have a scent, it might not have much flavor either.  Look, you want vibrant colors and no weird shriveled bits or bruises (unless you’re going for a discount bin, which is also a smart move).  Don’t stress over "perfect-looking" produce-sometimes the weird, wonky ones are the most delicious.  An ugly tomato can still taste like sunshine.  Touch, gently squeeze (don’t poke!) to feel if something’s ripe. Peaches and avocados should give slightly.  Cucumbers and peppers should be firm and snappy.  Just be respectful, no squishing everything in sight.  Farmers (and other customers) hate that!

6. Know What’s in Season (And Why It Matters)
Here’s the real tea: produce tastes better when it’s in season. A strawberry in June? Juicy, sweet, and magical. A strawberry in November?  Probably flown in from thousands of miles away and tastes like cardboard.  Seasonal eating not only tastes better, but it’s cheaper and supports local farmers growing what naturally thrives in your area.  If you’re not sure what’s in season, just ask.  Or Google a quick seasonal produce chart for your region.  Bookmark it and you'll thank yourself later.

7. Don’t Sleep on the “Seconds” Bin
Look for that little box or corner labeled “seconds,” “ugly produce,” or “canning tomatoes.”  It’s the same fruit or veggies, just with some cosmetic issues.  If you’re making sauces, soups, smoothies, or just want to save some cash-this is your goldmine.  I once bought five pounds of bruised peaches for $3, made a giant batch of peach compote, and froze it in jars. Every time I opened one in the middle of winter, it was like summer in a spoon.

8. Think in Meals, Not Ingredients
Instead of grabbing a bunch of random things, think ahead.  What meals are you planning for the week?  Maybe it’s taco night.  Grab tomatoes, onions, lettuce, maybe some corn to roast for a salsa.  Or you’re feeling pasta.  Go for basil, cherry tomatoes, garlic, and zucchini.  This way, you won’t end up with a bunch of produce that looks pretty but doesn’t go together and ends up sad and forgotten in your fridge drawer.

9. Try Something New Each Time
Farmers' markets are perfect for exploring.  Ever seen a weird green spiral veggie (hi, Romanesco) or purple carrots or lemon cucumbers?  Pick one new-to-you thing each visit.  Ask the farmer how to prep it.  Google a quick recipe.  Trying new produce keeps your meals fun and helps you expand your cooking game.  Plus, you never know you might find a new favorite.

10. Bring Cash (But Cards Are Cool Too)
Most markets are catching up with tech, and vendors often have card readers.  But cash still reigns supreme, especially small bills.  Having cash makes everything smoother, faster, and you’ll avoid awkward moments if a vendor has Wi-Fi issues.  Also, some markets offer tokens or match programs if you’re using EBT/SNAP check at the info booth!

11. Don’t Forget the Herbs (They’re Magic)
Fresh herbs are the unsung heroes of the farmers' market.  A bunch of fragrant basil, cilantro, dill, or mint can completely elevate your meals.  And they’re usually cheaper and fresher than what you’ll find at the grocery store.  Pro move: Wrap them in a damp paper towel and store in a plastic bag in the fridge.  Or stick the stems in a jar of water like flowers.  Boom herb life extended.

12. Taste Before You Buy (If Allowed)
Lots of vendors offer samples, especially for fruit.  If there are samples out, don’t be shy!  That’s your moment to decide if those nectarines are really worth $6 a pound.  No samples?  Ask politely “can I try one?” especially if you’re planning to buy. Most farmers are totally cool with it.

13. Keep an Eye on the Weather
Hot days?  Bring a cooler or an insulated bag, especially if you’re buying stuff that wilts, like leafy greens or berries.
Rainy days?  Fewer crowds = better deals.  Just bring a waterproof bag and wear comfy shoes.

14. Support the Little Guys
Some stalls will be flashy and big.  Others might be just a table, a scale, and an old-school cash box.  Don’t overlook the smaller, scrappier vendors.  They often have really special produce and are incredibly grateful for your business.  These are the folks who wake up before dawn, dig in the dirt all week, and pour their hearts into what they grow.  Buying from them means you're directly supporting someone’s dream.

15. Snacks and Treats Are Part of the Experience
Okay, this has nothing to do with produce, but hear me out.  That local honey?  That sourdough loaf?  Those little jars of jam or bottles of small-batch hot sauce?  They’re worth it.  Same with the baker selling lavender scones or the guy with the popped popcorn stand.  You don’t need it, but you kinda do.  Budget a little extra for something indulgent.  It's part of the farmers' market magic.

16. Chat with Other Shoppers
People at farmers' markets are usually pretty friendly.  Don’t be afraid to ask someone next to you, “Have you tried these?” or “Do you know how to cook kohlrabi?”  It makes the whole thing feel like a community, not just a shopping trip.  Plus, you might get great tips or even a recipe recommendation.

17. Store Your Produce Right When You Get Home
You scored all this amazing stuff, don't let it go to waste.  Here are a few quick tips:

• Greens: Wash, dry well, and store in a paper towel-lined container.
• Berries: Wait to wash until you’re ready to eat.
• Tomatoes: Leave on the counter, not in the fridge.
• Herbs: Damp towel + bag, or jar of water like flowers.

Take a few minutes after your market trip to prep and store things properly.  Your future self (hungry on a Tuesday night) will thank you.

18. It’s Not Just About the Food.  
Yes, you’re there for produce but you’re also part of something bigger.  You’re supporting local farms.  You’re eating with the seasons.  You’re reducing your food’s travel footprint.  You’re connecting with your community.  Honestly? That’s something to feel good about.

So take your time.  Smile at the vendors.  Try a new fruit.  Eat that pastry.  Snap a photo of those gorgeous rainbow chard bundles.  Bring a friend next time and make it a tradition.

Shopping at a farmers' market isn’t just about filling your fridge, it's about slowing down and enjoying the experience.
Final Thoughts; If you’ve ever wondered what the secret is to choosing the best produce at a farmers' market, now you know it’s a mix of timing, curiosity, your senses, and a little bit of community love.  Next Saturday morning?  Grab your bag, skip the grocery store, and hit the market.  Trust me, that first bite into a sun-warmed peach will make you wonder why you ever did it any other way!?

​By Carlie LaFauci, Collegian Contributor
February 25, 2025

Olga Kouloufakos follows the same routine every Saturday morning during the spring Amherst Farmers' Market season. She arrives at the Amherst Common between 7 and 7:30 a.m., neatly sets up her tables, her yellow and white striped awning and her banner, with the name ‘Twisted Buns: 100% plant-based’ written in swirling black calligraphy.

An array of empanadas and tarts are always set up in the three-shelved cabinet on the left while the cinnamon buns and brioche twists are always laid out in the two-shelved cabinet on the right, directly next to the long chalkboard sign with all the day’s treats listed out with colorful hand-written text. The remaining scones and sweet tarts are set up in the middle in separate 1950s-diner-style glass domes. Kouloufakos then heads to the Little Pond Flower Farm’s stand to buy a two-dollar mini-bouquet to put on top of the right shelf directly next to a glass tip jar.

Before customers line up at her booth, she trades one of her treats for a bag of microgreens from Supreme Micro-greens and garnishes this week’s savory tarts. As the clock strikes eight, she struggles to connect her square card reader to the nonexistent internet connection in Amherst Common and turns to her first customers with a beaming smile. Her slightly curled gray hair with brown tips usually ends up pulled back into a slick ponytail as she adjusts her green rimmed glasses that bring out the light green of her sparkling eyes.

She adjusts a small wooden pig figurine on the right shelf, a reminder why she became vegan in the first place, before asking the first customer with her medium pitch melodic voice, “What can I get you today?”

Kouloufakos’ comfort food at Twisted Buns stands as a testament to her journey to change people’s minds about vegan food in a personal, gentler and less politicized manner through her combined art and activism. She hopes that her creations may inspire others to try more vegan food and see the lifestyle as more than under seasoned tofu.

“Whether it’s a bite of a cinnamon bun that transports you back to childhood or a cake that transforms a gathering into a joyful celebration, you could say we’re in the business of spreading happiness,” Kouloufakos writes on Twisted Buns’ website. “And this is just the beginning!”

Out of the 25 places Kouloufakos has lived in the last fifteen years, living in North Carolina had the biggest impact on her, the epicenter of factory-run pig farms in America, and where she had the biggest revelation about her eating habits in 2019. At the time, she had a pulled knee and a growing hatred for factory farms, which created, what she calls, the “perfect storm” to make her switch to veganism.

She had already been vegetarian for twenty years before the switch. She spent the entirety of one August in her early twenties in her hometown Athens, Greece, and woke up every morning to the soft jingle of bells tied around a flock of goats that ran past her window every morning. A week after she returned to the United States, she saw a nature documentary where a baby goat was killed and eaten on camera and was since too disgusted to eat meat again.

Switching to veganism, helped her realize it was more important than ever to explain and help others follow the lifestyle. That included her husband, Craig Jones. When Jones met Kouloufakos in September 2009, he dealt with a multitude of stomach issues and other aches and pains which only worsened when he ate dairy and pork. He originally ate vegan food with Kouloufakos just to see if it would improve his physical health but found that he really enjoyed the lifestyle.
“After two weeks, it wasn’t just the stomach, it was so many other issues that were so much better instantly, you know?” Jones said. “After two weeks was up, I was like ‘I have no desire to go back.’”  “I wouldn’t have cooked for him anyway,” Kouloufakos laughed with a smile.

However, whenever Kouloufakos attempted to talk to others about veganism, she experienced a sudden rise in people asking her if she wanted cream cheese on her bagel, cream in her coffee or meat-lovers pizza. Everyone knew she was vegan, but the overly nonsensical politicized nature of the lifestyle led to people taunting her for a choice she willingly made.

“Once I found out I was like, ‘Well. If nobody knows. If I tell everyone they’re all going to go vegan too!’ It didn’t work out like that, at all,” Kouloufakos said. “I had someone who we asked to walk the dogs and all the sudden she’s coming over like, ‘Do you want some bagels and cream cheese? And I’ll bring you coffee with cream in it?’ And I was just like ‘What? Why?’”
While Kouloufakos began looking for ways she could raise awareness for animal rights and vegan eating, artists in North Carolina were constructing sculptures to acknowledge the mistreatment of the pigs on factory farms, leading to Kouloufakos feeling both inspired and lost about what she could do. One day in 2019, she listened to a talk from vegan activist Ed Winters, better known as Earthling Ed, and he said something that has stuck with her ever since.

“Everybody has a talent and that should be your form of activism,” Kouloufakos said with a small smile as sunlight reflected off the edge of her glasses. “I started thinking, like, ‘What’s my thing’ and the one thing I’m good at is making food. So I said ‘Okay! I’m going back to the food and I’m [going to] show people that being vegan is not just sprouts and hummus, which I love, but there’s more to it than that.”

She worked as a recipe developer and food photographer for her blog The Vegan Feast starting in 2019, but it wasn’t satisfying enough. She wanted a more face-to-face people-first job where she could connect with others about her food and share life stories. Making a final move from Vermont back to Western Massachusetts in 2022, Kouloufakos began working towards opening a small vegan comfort food stand for the 2024 Amherst Market season while continuing to work as a recipe developer and food photographer on the side. She loves veganizing her grandmother’s Greek recipes. She didn’t want to lose that opportunity while working towards the creation of Twisted Buns, which officially opened for business on April 20, 2024.

Twisted started as an idea in the back of Kouloufakos’ mind after her switch to veganism in 2019, but it only started to take shape as a business in Jan. 2024. The original plan was to call the business Sinful Buns, but the URL was already taken. By Feb., they switched the name to Twisted Buns and began getting their house inspected by the Amherst health and fire departments for the necessary permits to work out of their home kitchen. During this time, Kouloufakos and Jones hand-made the yellow and white striped awning for their booth and Jones hand-constructed the wooden display cases where Kouloufakos would proudly display her treats.

Now, several months later, the pair follows a loose routine every Thursday through Saturday in their new rented commercial kitchen in Haydenville to make sure every one of Kouloufakos’ baked goods is fresh and ready to consume by Saturday morning at eight a.m. Kouloufakos begins by preparing the fillings for the week’s savory and sweet tarts, taking time to bake the squash and mix up the apples in a cinnamon sugar base. From Friday afternoon to early Saturday morning, the pair prepares the dough and bakes until they have to load the boxes of goodies into Kouloufakos’ gray 2006 Subaru Outback and head to the market. Despite running on zero hours of sleep, Kouloufakos still smiles and engages in lively conversations with every customer, heating up baked goods and recommending her favorite creations.

“I’d say that more than half our customers have no idea we’re vegan, honestly,” Kouloufakos said. “And I feel like it’s a gentler way to let people try it, and then they’ll see, because once you see the word vegan people get very emotional. It’s a political statement, they want to argue with you, you know? But I mean, people can’t be grumpy when they’re eating cinnamon rolls! This way we get people coming back and saying ‘I had no idea! This is good!’ and then hopefully, next time, if they see something vegan on a menu, they’re more likely to try it!”

One of Kouloufakos’ repeat customers is Carter Adams, the CEO and “certified-egg-operator” of Eggs & Co ALSO at the Amherst Farmers' Market who visits Twisted every week to buy treats for themself and anyone else working at their booth that Saturday.

“They are the only people I spend money on. Even when I’m not working, I make sure to get something from them,” Adams said with a smile. “I didn’t know they were vegan for the longest time! But their stuff is so good. I was so sad when they were out of the apple strudel last week.”

Having spent the winter at the Amherst Winter Market in the Bangs Community Center, Kouloufakos sells freshly baked goods back on the Amherst Common now that the outdoor season has started up again this past April 19th.  Even amid all the dreary snow and ice through the winter, Kouloufakos’ is hoping about her business are only rising higher with every customer she talks to and market she attends.  Although she only sells baked goods at the Amherst Farmers' Market, she hopes to spread her business beyond the Amherst Common to help more people learn about the beauty of vegan food!

“This is my art,” Kouloufakos says, leaning gently on the two-shelved cabinet with its tiny pig statue smiling up at her. She almost seemed to smile back at it with joy. “This is my way of contributing.”
​
Carlie LaFauci can be reached at cnlafauci@umass.edu