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The Honolulu Advertiser

Posted on: Friday, July 23, 2004

Hawai'i Kai market loses favor

By Suzanne Roig
Advertiser East Honolulu Writer

HAWAI'I KAI — Business has fallen dramatically at the city-run farmers market held every Saturday afternoon at the Park and Ride on Keahole Street in the year since the nearby shopping center started selling farm-grown fruits and vegetables at its own farmers market.

A year ago, the People's Open Market in Hawai'i Kai would draw more than 800 people during the hour a week it was open. Cars would circle the parking lot, vendors crowded the road and shoppers came early to get the freshest produce.

"We have lost some customers," said Ned Yonemori, People's Open Market supervisor. "It's an isolated incident at Hawai'i Kai. Most other markets have consistent attendance."

Now the Hawai'i Kai parking lot is mostly empty, fewer vendors are showing up and fewer shoppers are waiting for the whistle to blow at 1 p.m., the farmers say.

That's because three times a week — Monday, Wednesday and Saturday — competing produce vendors come to the Hawai'i Kai Towne Center across the street and set up along the shaded walkways from 7:30 a.m. to 3 p.m.

"This is more convenient," said Laila Moreria, who used to shop at the city-run market but now prefers the farmers market at the Towne Center. "I buy fresh just when I need things, not just once a week."

Fresh produce markets are popular in Hawai'i, where People's Open Markets operate for one hour each week in 25 locations. The city estimates that more than 1 million people shop at the markets, where prices are usually 35 percent lower than in retail stores. Many markets feature fruits and vegetables favored by different ethnic groups and not normally found in large retail stores.

Such markets are an important avenue for farmers to connect directly with consumers, Yonemori said.

 •  Where to find People's Open Markets

The city farmers markets operate for one hour each week in 25 locations. Vendors cannot sell until a whistle is blown. To find a market in your area, go to www.co.honolulu.hi.us
/parks/programs
/pom/sked.htm
The farmers market at the Hawai'i Kai Towne Center has been a good addition to the shopping center anchored by Costco and City Mill, said Scott Creel, marketing manager for MMI Realty, which took over management of the center in December.

"We felt the farmer's market was something we wanted to keep," Creel said. "It gives us a point of difference from our competitor shopping centers."

Tony Brooks, who brings his produce to the Hawai'i Kai Towne Center from his Kahuku farm three times a week, sells at several other markets around town. But Hawai'i Kai is his main venue.

Hawai'i Kai is "a steady market for us," Brooks said. "The situation is just basic competition." But "we had no intention of taking money from other farmers," he added.

Competing with the People's Open Market was not the intention, Creel said. Vendors at the shopping center pay a fee to sell, he said. The city-run market does not charge fees, but requires farmers to carry liability insurance and meet other requirements, Yonemori said.

"The People's Open Market has its regular customers, just like we do," Creel said. His market has won converts who like the convenience of not having to wait for Saturday to shop.

Diane Luther, who used to shop at the city-run market, said it was the heat that got to her. Prices are a bit higher at the shopping center, she said, but "I'm done early, and it's cooler."

Yonemori said more shoppers might come to the People's Open Market if they realized it features farmers from East Honolulu, Waimanalo and Central O'ahu. The markets were established by the city in 1973 as a way to help farmers sell off-grade and surplus produce.

"The farmers have been struggling this year," Yonemori said. "But it's still pretty good in terms of the numbers at Hawai'i Kai. While the attendance numbers are down, we're not in any danger of closing."

Reach Suzanne Roig at sroig@honoluluadvertiser.com or 395-8831.