Local, Fresh & Delicious

Photography by Justin Robinson

Southern Virginia food hub provides local farmers, bakers and crafters a direct line to the community.

Growing concern about the origin o f o u r f o o d h a s m a d e b u y i n g locally sourced goods a thriving trend. The Locavore movement, as it was termed by celebrity C h e f J e s s i c a P r e n t i c e , h a s become a way of life for diners interested in supporting small businesses and eating locally sourced food. The Southern Virginia Food Hub, Makers Market and Farmers Market takes this growing trend to a whole new level. “Local means more,” commented Jo Ann Farnsworth, SVFH manager. With a background in corporate and banking, she came out of retirement to help build The Hub into a sustainable way to connect agricultural businesses with customers. “We provide a link between our local farmers, producers, and artisans and help introduce and sell local goods to the families in and around the contributing counties we support in southern Virginia. Our mission is to improve our community's health and economy by making fresh, locally sourced food available close to home,” she said. Located at 100 West Danville Street in South Hill, Va., the Maker’s Market division of The Hub features a local food grocery store, commercial kitchen, local food deli, coffee bar and a community classroom where people can learn about cooking, hold meetings and other events. Opening the door of the Makers Market is like opening the door to grandma’s house in bygone days. Sweet smells of desserts, coffee and fresh baked breads tantalize the senses and fill you with the temptation to taste everything. Colorful fruits and vegetables, eggs, fresh baked breads and desserts are all displayed to tempt the taste buds and the freezers are filled with meats, cheeses and other dairy products of the finest quality. “You know it’s local because the USDA requires local farms to freeze their meats for distribution,” she said. “Most of these (beef ) farmers grow heritage breeds. They have a flavor that is deeper and more interesting.” Along with Chef Will Woodall, the deli staff includes Jodi Tilletson, who specializes in desserts like key lime cheesecake and lemon blueberry layer cake, Janette Wright, famous for her scones and specialty breads, Sous-Chef Lisa Mills, who makes incredible yeast rolls, and Floor Manager Lynn Minter. All of them are friendly, helpful, and make the Maker’s Market a fun place to pick up lunch or dinner while doing the weekly shopping.

All ready-to-eat products are made from locally sourced ingredients and a commercial kitchen is available for use by producers for value add products. Jo Ann mentioned how strawberries sell well at peak season “But there are many that are unpretty. Those don’t go into the basket. But if you make jam from them, that’s a ‘value added product’. That product has a longer shelf life. You changed the raw product to get a value added.” These give farmers a chance to sell more of their products, cut down on food waste and provide a larger variety for customers. For The Hub, local isn't limited just to South Hill, VA . Misty Morning Sunrise Farm of Dinwiddie County operates a farm and apiary to provide eggs, poultry, baked goods, dairy, meat and local raw honey as well as producing heirloom fruits and vegetables. The farm is famous for its “holistic horticulture” that incorporates water conservation, drip irrigation and solar energy. Owners, Daniel and Nava Thomson said they have lots of reasons to appreciate working with The Hub and Makers Market, the main reason being their bottom line. Daniel explained that the farm industry is a tough gig and profitability can be difficult to achieve. The Hub's co-operative sales approach lets Daniel ensure a sale before he commits his products. “For example, we used to do the farmer’s markets with the idea of packing up the truck and hoping to sell, contingent on the weather,” he remarked. Too many times he would drive to the market on days with heat advisories only to find farmers outside waiting for shoppers that didn't show. He said another advantage is in fuel savings. Makers Market is in a small community with a central location “There are very few steps between the field and pick-up,” he commented adding that recent global events have caused farmers to rethink their operations. He said consumer concerns about the safety and freshness of their food brought about an upward swing in online sales. When Misty Morning Sunrise Farm started they had sales goals that felt frankly out of reach but are now being exceeded. He complimented The Hub for their infrastructure and the precautions that they take. “We appreciate that,” he said. “This segment has grown rapidly because of new demand.” Daniel noted that this year the farm has had to cut back on agritourism, diminishing classes and tours and opting instead for camping opportunities in which no personal contact with the client is needed. “You have to be more creative,” he said. “You have to ask yourself, ‘How do we still meet the needs of people that want to get away from the city? How can we meet those needs?” Jo Ann mentioned that the pandemic forced The Hub to create new ways to connect with customers and led to an expansion of its web presence. While their doors were closed, shoppers were able to place online orders for later pick up. “There are people that say, are headed to the lake,” she commented. “They can order, swing through, pick it up and go.”

Jerry Tuttle, founding member and president of The Hub's board, also owns Brickland Farms in Kenbridge, VA. His two hundred year old tobacco farm was repurposed to grow organic vegetables and specializes in okra, beets and heirloom tomatoes. He and his family utilize the services of The Hub to keep his business alive. “The SOVA Food Hub is a unique project to Virginia. It’s main purpose is to bring people in the community together that might not cross paths otherwise. Farmers and artisans are able to connect with consumers on a daily basis. This connection would not occur very easily without The Hub. It’s a win-win for everyone in our community.” he said. Many of their farmers and artisans utilize The Hub's new Farmer's Market. The market is located across the street from the Maker’s Market at 105 West Danville Street and generally operates every Saturday from 8 a.m. to noon, May through October. Shoppers can browse an assortment of wares and produce, like honey, meats and vegetables, crafts and many other fun and interesting items “People come to the realization that the produce the farmer picks is the best for you because they want you to come back,” she said. “I, personally, don’t know how to pick okra. I don’t know when it’s ready. Our farmers are committed to the customers. They are not going to let the customers have anything that’s less than the best.”

Southern Virginia Food Hub is located at 100 West Danville St. in South Hill VA. You can reach them at 434.584.9777 or visit their website at sovamakersmarket.com to place an online order. Pick up ordering for both the Farmer's Market and Maker's Market are available.