Fall Creek Farmers Market in Humble, Texas, isn't just a place to stop for your Sunday morning coffee and a fresh vegetable or two. Owners Jonathan and Andrea Haskin built this vibrant space with a vision to change their community food shopping habits and educate their customers on the importance of buying fresh and local items.

The couple came up with the idea for the market in 2015 when they started taking a longer look at what kind of food was available to them and realized they had to travel far and wide just to get quality ingredients from local farmers. What would happen if they brought their community closer to the source?

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To their delight, Huskin's neighbors embraced the concept. Located in the beautiful Fall Creek neighborhood, the outdoor market structure is next to a golf course and several hiking trails, drawing thousands of people and their pets to the space every Sunday morning.

Jonathan and Andrea prioritize being present in their space and providing a personalized experience for each visitor. Rising two hours before the market opens and staying until the last batch flows, the pair walk around to greet and share their story with customers. In the early days of the market, their daughters sat at the entrance making bracelets for shoppers as they entered.

This sense of community is what drew in reviewers Forest B., now a regular visitor to the Fall Creek Farmers Market. “All the vendors were so kind, willing to share their specific tips and stories,” his review said. “I especially liked the cultural diversity. So much to learn at each booth.”

With over 20 vendors spanning global cuisines, there's no limit to the type of food you can try at the Fall Creek Farmers Market. On his first visit alone, Forest tried a Colombian coffee blend, two empanada flavors, Vietnamese egg rolls and an Italian ice cream sundae. The cherry on top was engaging with the vendors themselves, learning first-hand about their products and journeys.

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“One (vendor) not mentioned in my review is the Indian couple who serve takeout there,” Forest said. “They're a bit older. That's completely different from, say, the couple who own Frostbite, which is the Italian ice seller. They're young and (are) asking you to give them travel information your here in the United States. So you just learn a lot about people. Sometimes people are a little surprised to find out that you know a lot about the topics in their areas, but the way you learn a lot is by talking to people and being open and acceptor.”

The Forest experience is a perfect example of Jonathan and Andrea educational ecosystem in action. First and foremost, the market aims to teach its visitors the importance of fresh, quality food. The Haskins ensure their vendors share this passion and make an effort to educate every customer who visits their booth. 90% of Fall Creek's full-time vendor farms and ranches. Some even take agriculture classes at Texas A&M.

“They live it like we do,” Jonathan said. “And it starts from within. We're really passionate about market immersion, and we're very selective about who we allow (to be) part of our team.”

Jonathan and Andrea's goal is to be the tipping point that pushes customers into the world of local grocery shopping, and they've found that preparation is key. they engage with customers online before each sale to ensure they have all the information they need for a smooth visit. Because the offerings change weekly to spice things up for shoppers and ensure seasonal produce is front and center, Jonathan and Andrea provide a list of vendors and produce options ahead of time to help customers plan their meals and create their grocery lists before arriving at the market. .

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Loyal customers make up about 80% of food purchases at Falls Creek Farmers Market, which was the vision the owners had in mind when they set out to build the business.

“It's not a craft show. It's not a bake sale. You can come and get your own pastured eggs and real stuff,” Jonathan said. “Knowing where your food comes from is a big deal. It's like getting a root canal or heart surgery. So it feels really good to be able to serve and to be able to give them access like we have it.”

Not only is shopping locally good for your health, it's good for the local economy. Forest emphasized the importance of spending money and time on small businesses.

“The business owners are usually here from other countries. (They) come from backgrounds where there was virtually no safety net, so they bring their knowledge to the United States. When I'm looking at these businesses, I'm looking at how I can learn more so I can help other people in the community continue to start these small businesses that make our economy work.”

Beyond visits, reviews are a powerful way customers can show support. Jonathan and Andrea take every feedback they receive into consideration, always looking to expand the offerings and inclusions of their space. They see it as important stay open to feedbackkeeping the dialogue with customers open, genuine and full of love.

In addition to prioritizing customer education and community building, Falls Creek Farmers Market believes:

• Passion starts from within. Put love and care into what you do and it will flow to your partners and employees – and ultimately to your customers.
• Preparation is essential. Communicate online with your customers before a sale so they know what to expect. Plus, take the time to help with any issues that come up.
• Local support is a great way to learn new things. Opening your mind and heart to small businesses just might help you discover an important lifestyle change.

Listen to the episode below to hear live from Jonathan, Andrea and Forest, and Subscribe to After the Review for more from new business owners and reviewers every Thursday.

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Editorial contributions by Callie Morgan and Kristi Lindahl.