The Dedication Behind Every Minnesota Farmers' Market
Every week, farmers’ markets around Minnesota bring together community with fresh, local goods. While some markets run year-round and others are seasonal, the hard work farmers pour into bringing delicious foods to the market week after week is truly around the clock.
To get a behind-the-scenes look at what it really takes, we spent a day with Prairie Hollow Farm at the Rochester Farmers’ Market in early May, from the wee hours of the morning until the afternoon.
The long days leading up to market are filled with harvesting, packing, and prepping. And on market day itself, their work begins as early as 2:30 AM and doesn’t wrap up until well into the evening. Despite the fourteen-hour days and hard labor, Prairie Hollow has shown up every Saturday, all year long, for 30 years.
In this blog, we’ll walk you through what goes into each market day, from weekday prep to post-market chores.
Meet Our Hosts: Prairie Hollow Farm
Prairie Hollow Farm is located in Elgin, Minnesota, spanning over 140 acres of rolling prairie hills and forests. The land is home to grazing cows, rows of organic crops and fruit trees, four greenhouses, and the homes of the Benike family.
Three generations of Benikes live and work on the farm: Pam, two of her children and their spouses, and several grandkids. Other children, spouses and grandchildren live nearby and help on the farm when extra hands are needed. Pam and her son Isaiah work full-time on the farm and have invested tens of thousands of hours into building it into what it is today, offering a wide variety of fruits and veggies, homemade cheese, bread made from their own homegrown and milled wheat, and cuts of beef. Everyone who lives on the farm helps out, including the grandkids. With such a large operation, every helping hand matters!
At the heart of Prairie Hollow Farm are strong guiding principles rooted in care for the land. “One of the things that we try really hard to do is provide enough habitat for all of the little critters that should be here,” Pam says. “Our goal is to feed people with nourishing food while sustaining the land.”
From Prep to Pack-Up: A Farmers' Market Timeline
On Saturdays, year-round, you can find Prairie Hollow Farm at the Rochester and Mill City Farmers’ Markets. Over the past 30 years, they’ve hardly missed a single market.
Behind each market day is at least three full days of work. “Monday, Tuesday, and Wednesday are all what we call ‘production days,’” Pam explains. “So that’s planting, weeding…then harvesting half of Thursday and Friday. The other half of Friday is getting stuff ready for market.”
Farmers’ markets are essential to Prairie Hollow Farm’s business, accounting for more than half of their income, with CSA shares and wholesale making up the rest. But for them, it’s not just about the business. “I like the relationships that we create with our customers so people understand that their food is grown by real people who care about them,” Pam says. “By building those relationships, you’re also building community. Establishing a community means that I not only establish a relationship with the individual, but I helped to bring those people together in a way that they understand that they belong to something that’s bigger and more important than just the individual.”
We had the privilege of shadowing Shelby and Isaiah, Pam’s son and daughter-in-law, on a sunny Saturday at the Rochester Farmers’ Market in early May to experience the rhythm of their market day firsthand.
Thursday - Friday: Prep days
Thursdays and Fridays on the farm is a whirlwind of activity, the ‘pre-game’ before the weekend markets. This time of year, the days are long and packed with tasks. “I work an average of twelve to fourteen hour days pretty much all summer long,” Isaiah says. “For my mom, it’s usually closer to seventeen.”
Photo credit: Prairie Hollow Farm
Thursdays are dedicated to harvesting, washing, and bunching produce. On Fridays, they harvest the more delicate crops, then spend the better half of the day meticulously sorting it, deciding what will go to market and what will fill CSA boxes.
The produce is then inventoried and packed in coolers, ready for market the next day. Even with an early morning ahead, they can’t hit the hay until all the farm chores are done. “Ideally it’s nice to be in bed by nine o’clock, but in reality, it’s usually closer to ten,” Pam says.
2:30 – 4:00 AM: Rise and shine
The market day begins long before the sun graces the horizon on Praire Hollow Farm. “My alarm gets me up at 2:45 in the morning,” Pam says. For Isaiah, he’s usually up at 2:30, though on the morning we shadowed him, he admits he “slept in” until about 3:30.
The early morning hours are a time of final preparation for the long day ahead, both physically and mentally. By 4 AM, the whole farmers’ market team is up, and with two trucks to load, they have their work cut out for them!
3:30 – 4:15 AM: Load up
Isaiah takes the lead on the pre-dawn tasks, following his loading routine like clockwork. Pam’s headed to Minneapolis for the Mill City Market and has to be on the road by four in the morning, so there’s no time to waste.
The loading process transforms their trucks into mobile farm stands. The truck is filled with all the delicious foods they’ve prepared for the market: coolers of produce and cheese, boxes of jam, and loaves of freshly baked bread. Then comes the Tetris-like challenge of fitting in the booth essentials – tent canopies, display tables, tablecloths, a cash box, scale, and a myriad of signs and labels. With the whole farmers’ market team chipping in, load up for each truck doesn’t usually take more than thirty minutes.
4:00 – 4:30 AM: Time to hit the road
Once Pam’s truck is loaded and ready, she’s quick to hit the road – facing an hour and forty-five minute drive to make her 6:10 load-in. With only ten minutes to unload her entire truck when she arrives, every minute counts.
After Pam heads out, Isaiah and Shelby load up the second truck headed to the Rochester Market. Isaiah gets a head start while Shelby finishes getting ready. They’re on the road by 4:30 for their thirty-minute drive to the Rochester market, which includes a quick gas station stop for breakfast and their go-to market fuel: a cup of coffee for Shelby and a bottle (or two!) of pop for Isaiah. As Shelby jokes later, she needs at least two cups of coffee to get through the day and usually pays the coffee stand a visit at the market shortly after opening!
5:00 – 6:45 AM: Market stand set up
Isaiah and Shelby usually get to the market by 5:15, but this morning their truck gave them trouble so they didn’t get there until 5:45. But arriving is just the first step. Transforming an empty spot of asphalt into an inviting market stand takes organization and a well-practiced routine.
First, the tent canopy goes up, sheltering them and their produce from the rapidly-rising morning sun. Once the canopies are in place, it sets the stage for the rest. Next, tables are unfolded and draped with tablecloths, creating a welcoming display area, complete with stools for moments when their tired feet need a rest. The heaviest items are unloaded onto the truck’s motorized lift platform, taking the load off of the heavy lifting. Coolers filled with fresh harvest are strategically placed behind the tables for easy access to re-stock throughout the day.
Prairie Hollow developed a system to minimize waste: produce is stored in transportable coolers they keep in their walk-in refrigerator until market day. Though these coolers are a larger upfront investment, their benefits outweigh the costs. “We try to harvest when it’s cool in the morning, so the produce hasn’t had a chance to warm up,” Pam says, explaining that they then put their harvest in the coolers as soon as possible to maintain their temperature. “That allows for fresher flavors in your produce.”
Another key part of their system is being selective about the amount of produce they put out on display. “We’re just really careful about how much we put out at any given time,” Pam says. While farmers may end up having some spoiled produce at the end of a market day, Prairie Hollow works hard to reduce food waste. “We have several opportunities to get food into the food banks and other hunger relief programs,” Pam says. “We want no more than 5 percent of what we take to market…thrown out at the end of the day.”
After bringing out all the essentials, assembly of the display begins. Isaiah and Shelby get to work filling the cheese display cooler, decorating tables, and arranging produce. Woven display baskets and crates showcase their fresh harvest, some highlighting unique varieties like pink, purple, and multi-colored potatoes.
Isaiah weighs and bundles asparagus spears and turnips while Shelby sets out the pricing sign. Their homemade cheeses, featuring unique flavors created by Pam, are placed in the refrigerated cooler. A wire shelf displays jars of their homemade jams and breads, accompanied by an aerial photo of their farm, connecting customers to the source of their food.
Finally, the command center is set up: a cash box, credit card reader, scale, and Isaiah’s meticulous paperwork. Since 2005, he’s recorded data at every market, everything from the date and produce prices to weather and notable events. This information helps guide decisions about what to plant, how much to bring, and how to price items.
Setup is pretty quick, and shortly before 7 AM, their beautiful display is ready to welcome customers.
6:45 – 7:00 AM: Quick bite to eat
As marketgoers start pulling into the parking lot, Isaiah and Shelby cram in the breakfast they grabbed earlier, a brief moment of calm before the busy day kicks into gear.
7:05 – 8:00 AM: Early risers trickle in
Isaiah and Shelby don’t have much time after breakfast before the first customers arrive. Even though the market officially opens at 7:30, early birds make their way to the booth, hoping to snag the first picks of produce, plant starts, and flowers. Many of them are seniors trying to beat the crowds and enjoy the sunrise.
Regular Prairie Hollow customers stop with specific requests, the most popular today being morel mushrooms. But with the dry winter this year, there aren’t any to forage for the market yet.
While the early hours are slower, there’s room for conversation. Shelby and Isaiah take the time to share their love story – finding each other through a dating website for farmers! Shelby, who grew up on a farm in Indiana, found a perfect match in Isaiah, who is dedicated to carrying on his family farm. Their shared passion fuels the work they do at Prairie Hollow Farm, and they hope the farm continues to grow so Shelby can return full-time as the vegetable manager.
The stand also doubles as a CSA pickup location. Members swing by to grab their weekly boxes while the next wave of shoppers arrives – mostly moms with young children in tow, checking grocery shopping off their errands list.
8:15 – 9:00 AM: The calm before the storm
By 8:15, there’s anticipation in the air. The trickle of shoppers grows into a steady stream, and Shelby and Isaiah know the main rush is just around the corner, usually starting around nine.
Shelby points out a few fun t-shirts worn by passersby and shares that her favorite part of being at the market is interacting with people. Shoppers often ask for ideas on how to use certain vegetables. “It’s primarily, you know, ‘How can I use this?’ or ‘What should I do with that?’” Shelby says. Isaiah adds that many customers are surprised to learn that the greens on radishes, turnips, and beets are not only edible but also packed with nutrients.
The market transforms every fifteen minutes, and Shelby and Isaiah quickly get busy helping customers and re-stocking their display. Families begin to file in, and the line at the nearby coffee stand grows steadily, a sure sign that the market is waking up. By 8:45, it’s clear the rush is about to start!
9:00 – 10:30 AM: Busiest time of the day
The heart of the morning brings a surge of activity: parents push young children in strollers and wagons, couples stroll hand-in-hand, and friends chat as they meander around the market.
Some shoppers pause at almost every booth, striking up conversations with vendors, while others move briskly through the crowds to check things off their grocery list. By now, more people are browsing from the aisles, “window shopping” the stands from a distance. Shelby notes that the day feels slower than usual, joking that even two cups of coffee is not enough today!
As the crowd grows, so do the questions – from curiosity about a vegetable’s name to requests for a specific item. Prairie Hollow’s array of potato varieties catches a lot of attention, with shoppers wondering about the flavor and best uses of each one. Bundles of ramps, an edible plant that grows across Minnesota, also draw questions. Isaiah explains to each person that they taste like a cross between garlic and leek, emphasizing that the entire plant is edible from the bulb to the tip of the leaf.
Asparagus draws in knowledgeable shoppers eager to buy their seasonal favorite, while others are surprised to see beets this early in the year. Isaiah explains that their four self-built greenhouses help them get a jumpstart on many root vegetables. When one especially curious customer starts asking questions, Isaiah shares the full story, proudly pointing out the greenhouses in the aerial photo of their farm that sits on display.
10:45 – 11:45 AM: Crowds slow down
As the late morning approaches, the energy around the market begins to wind down. Families with balloon-toting children start to head out, and the melodic music of a guitarist can finally be heard as conversations lull, creating a more relaxed vibe.
During this slower stretch, Isaiah shares his hopes for the future of Prairie Hollow Farm: adding more dairy cows to start making ice cream and planting more fruit trees to create fresh fruit juices. But Prairie Hollow’s biggest hurdles are tough to overcome: time and money.
“We used to rely on customers who would show up at the markets every single week,” Pam says, explaining how they’ve seen a noticeable drop in regulars. “We knew that even when weather was bad…we would have at least X amount of sales, and that’s not true anymore.” The unpredictability of market sales has made it harder to afford the land and equipment they need.
“The way I want to expand, I really need about four to five hundred acres…and the cost of equipment has skyrocketed,” Isaiah says.
With just two full-timers running the farm, time is always in short supply, and Prairie Hollow could use some more farmhands. “Getting ready for the farmers’ markets takes almost three days…and Saturdays are pretty much shot doing market,” he says. “So almost four days of the week, I’m doing produce stuff, leaving me basically one day to do anything else.”
Shortly after Isaiah shares these struggles, a woman serendipitously stops by the stand asking about volunteering – a lifelong dream of hers. Isaiah tells her about the many ways she could help out, from weeding to caring for livestock, and passes along their contact info.
11:45 AM – 12:05 PM: Last minute shoppers dash through
With the noon closing time looming, a final rush of shoppers move quickly through the market, often searching for a specific item. Other vendors around Prairie Hollow’s stand are low on stock and begin prepping for teardown.
Just before 12:05, the last customer at Prairie Hollow’s booth purchases a bundle of asparagus, signaling the start of teardown.
12:05 – 12:30 PM: Teardown
The teardown is a quick and efficient process, essentially the reverse of the morning setup. Packing the produce into coolers is top priority before loading rest into the truck. Sometimes they do an inventory count and count the cash box before leaving, while other days they’re eager to get back to the farm and save those tasks for unloading.
12:30 – 1:00 PM: Head back home
With the truck loaded, Shelby and Isaiah begin the drive home. The trip takes a bit longer today due to the ongoing truck issues. They’re in a hurry to get back because even after long market days, there’s still plenty of work ahead. “There’s chores to be done,” Isaiah says. “Cows to milk and animals to feed and all of that once we get back.”
1:00 – 1:30 PM: Unload the first truck
Back at the farm, Isaiah and Shelby unload the coolers and equipment from the truck. They weigh and count what’s left then tally up the day’s sales. As they sort through the remaining produce, anything spoiled is set aside. Usually, they feed these to their pigs to turn into compost, but they’re waiting for warmer weather to bring a few pigs onto the farm.
1:30 – 3:00 PM: Lunch and nap time
With about two hours before Pam arrives with the second truck, Shelby and Isaiah take a much-needed break. Lunch is followed by a nap or quietly reading a book—anything to recharge before the next round of work.
3:00 – 3:30 PM: Unload the second truck
Pam pulls in with the second truck, and it’s time to do it all over again. Together, they unload the coolers, weigh and store the produce, and wrap up the last steps of their market day routine.
3:30 – 5:00 PM: Chores and well-deserved relaxation
Depending on what the farm needs, the afternoon might include seasonal tasks. “Today…there’s a little work that needs to be done in the gardens, getting them ready to plant onions and potatoes,” Isaiah says.
As the sun sets, everyone finds their own way to unwind. Sometimes that means gathering for dinner, watching a movie, or playing a board game. Other times, they invest in some alone time – Shelby digging into her ever-growing bookshelf, Isaiah playing video games (Farm Simulation is a favorite, despite the inaccuracies that a farmer notices), and Pam putting her feet up on the deck.
Sundays are dedicated to slowing down. The goal is to rest, aside from the most essential farm chores. Some Sundays are more restful than others, but they always try to make it to church and reconnect with family, friends, and community.
Experience Minnesota Farmers’ Markets
Bringing fresh, local food to your table takes immense dedication and hard work. From the harvest and meticulous packing to the long hours spent connecting with customers at the market, farmers like the Benikes at Prairie Hollow Farm put their heart into every single market day. Their commitment goes beyond business – it’s about building community, fostering relationships, and preserving the land to feed Minnesotans and the wildlife who call it home for years to come.
When you choose to shop at a farmers’ market, you’re supporting our local food system and our neighbors who wake up before dawn, working tirelessly to grow the food that nourishes us.
Ready to explore a farmers’ market near you? Find one today in the Minnesota Grown directory!