A Food Fiesta Every Week at East End Farmers Market
Farmers market feeds the vibrancy of an evolving East End
Over the past several years Houston’s East End has been going through a revitalization as artists, young professionals and entrepreneurs have moved back to the area alongside those who have called the area home for generations. This new era in the East End, referred to as “the new Montrose” by Roy Rodriguez, a chef and manager of the East End Farmers Market Manager, is adding to the area’s diverse cultural experience. Thanks to its proximity to the Port of Houston, it has always been a first stop for newly arriving immigrants and one of the city’s most diverse neighborhoods.
Since the 2013 completion of The Esplanade on Navigation Boulevard, the heart of East End, there has been a renewed sense of community and vibrancy. A big reason is the weekly farmers market.
Every Sunday for the past three and a half years, from 10am to 2pm, the East End Farmers Market takes place on The Esplanade. It has become a regular fixture in the community, drawing in locals and nonlocals alike to experience the diverse vendors and culture of the neighborhood. In order to make vendors and visitors feel more at home, Rodriguez and Assistant Market Manager Julian Garcia have created an inviting market experience, adding chairs and tables, misting fans for the hot months and even a permanent restroom structure. But the hospitality doesn’t stop there; both men are always making the rounds, checking in with vendors and visitors personally to foster those connections that make you feel welcome.
When formulating the idea of the East End Farmers Market, Rodriguez entered into it with two missions in mind: to keep the vendors diverse in order to favor quality over quantity, and to mentor young entrepreneurs and budding small businesses. Both Rodriguez and Garcia have made it a priority to pass on their knowledge and experience in the food industry to others interested in taking a concept and developing it into a product. The most feasible and affordable way to start a small business often begins in a farmers market setting. Rodriguez believes it is this care and communication they offer future and established vendors that really sets them apart from other markets. The mentorship doesn’t stop once someone makes it to the market. You’ll often find both men assisting vendors with customer engagement as well as providing feedback on improving their product. It all ties in with the sense of community and connectivity the East End is known for.
From the start of the East End Farmers Market there has been a core group of loyal vendors. Among these are Brenham Kitchens, Nando’s Honey, Mad Scientist Kombucha, Nisha’s Quick N Ezee Indian Food, and Chocolate Wasted Ice Cream Co. The core vendors form the backbone of the market, showing up rain or shine to sell their unique products. Over the years they have been joined by new vendors like Bayou City Sweets and Keanu’s Cookies. The market has become vital to the success of all of the vendors as the majority of them don’t have a brick-and-mortar location to rely on. Some vendors, such as Chocolate Wasted Ice Cream and Mad Scientist Kombucha, have devoted regulars who will travel far to be able to purchase their products. Rodriguez said this ends up drawing people to the area who otherwise might not be exposed to this unique cultural experience. And, it ends up creating exposure for the other vendors at the market.
FOOD FIESTA
Aside from the weekly Sunday Farmers Market, they host a Friday Night Market on the last Friday of the month year-round. These markets, typically themed around the holiday occurring that particular month, showcase local bands, food trucks, artisan craft vendors and a full bar on scene. Taking place in the area on December 11 and 12 (as well as all around the world) is Noche Guadalupana, which Rodriguez calls the “largest religious festival nobody knows about.” This Catholic festival is a celebration of the Feast of Our Lady of Guadalupe, commemorating the appearance of the Virgin Mary to the Mexican peasant Juan Diego in the middle of the 16th century. It goes on for 36 hours, drawing pilgrims from all around the world to The Esplanade. During the festival, vendors with religious-themed items and food set up along Navigation Boulevard. Unique to Houston’s East End, this festival is a great way to experience traditional Hispanic culture and tradition.
