Each Saturday morning in the fall, the heart of Pleasantville radiates with life as farmers, food makers, neighbors, and foodies who travel from miles away, gather in the village’s Memorial Plaza parking lot to celebrate the season’s harvest. The Pleasantville Farmer’s Market (PFM) is more than just a place to shop, but a cherished asset of the community, offering weekly children’s events, chef demonstrations and live music that spans a wide range of genres. At its core, it is a marketplace built on a foundation of authentication and integrity with each vendor. Shoppers who love to cook can delight in the market all four seasons as it is one of the only year-round outdoor farmers markets in the region.
The Inside Press had the opportunity to meet with the hardworking team behind PFM, including its volunteer president, Peter Rogovin, who explains that this market’s foundation lies in its rigorous ten-point application process. The team works diligently to ensure their vendors are genuine growers and producers, and conducting on-site farm and kitchen inspections. This high standard ensures that each product, whether it’s zucchini or Himalayan momos (dumplings), has regional connection. The importance of promoting a harvest that is sourced and curated locally tells an honest and genuine story that foodies care for, rather than buying a king salmon that was caught and shipped from Iceland.
The Market’s Origin
First opened in 1998, PFM was managed by a for-profit company in the region. The hope was to bring foot traffic to the downtown retail business district. The market originally had only about a dozen vendors and was held in the parking lot behind the Village Bookstore and Glass Onion Originals and was initially not held weekly. PFM soon proved popular and by 1999 became weekly.
In 2010, a group of young, enthusiastic local residents began to volunteer, serving as liaisons between the Village board and the for-profit operator, eventually moving the market to the Village’s parking lot adjacent to the MetroNorth Pleasantville station. The new location allowed for music and kids programming and made the market more visible to the community. When the for-profit’s contract was up for renewal in 2012, the Village asked the volunteers if they would consider running the market. The volunteers banded together, forming Foodchester, Inc., a volunteer-based not-for-profit to operate the market.
That decision proved to be worthwhile. Today, people travel far distances to attend this market, drawn by its carefully sourced products. Each ingredient tells its own layered story, and visitors have a genuine appreciation for the chance to speak with the farmers. It is also one of the reasons that the market has been voted twelve consecutive years as a “Best of Westchester” winner by readers of Westchester Magazine.
Each vendor is met with intention and respect. The dedication and organization the team brings as they work hard behind the scenes to ensure every aspect of Saturday morning is executed perfectly, is evident in the smooth and rewarding experience shared by the shoppers and the vendors. Carefully curated to maintain balance, the market is designed with each vendor selling its own unique products.
In cases where vendors carry similar items, such as ciabatta bread or rutabaga, the team ensures clear differentiation whether in price point or specialty, creating a space with premium and more budget-friendly options. Meeting this goal promotes collaboration and success among the vendors, rather than a competitive market, setting the Pleasantville market apart from other regional markets. “We ensure that each vendor understands that their offerings and price point are part of the larger market puzzle and by doing so, we assemble and curate a mix that works for shoppers and vendors,” notes Rogovin.
Andy Hahn of Hilly Acres Farm, a vendor for the past three years at PFM loves the loyal customer base at the market. “The community appreciates the time and effort that goes into bringing them the best products. We have an annual farm fest and it’s gratifying when they make the two hour drive to the Catskills to see our operation,” he says.
Interns play a key part in bringing the vibrant vision to life. “Our two-dozen middle and high school interns show up early in all kinds of weather, take real responsibility, and become part of something bigger than themselves. We train them to demonstrate initiative and solve any problems they see and many go on to pursue careers in environmental science or food and hospitality. They are the future of the food system and here at the market, they’re already shaping it, one Saturday at a time,” says Rogovin.
Equity and access are also at the heart of the market’s mission. The market welcomes shoppers of all income levels, providing SNAP recipients with a match–for every SNAP dollar redeemed (up to $20), shoppers receive an additional dollar to spend in the market, so a $20 redemption nets $40 to spend. Through its partnerships with the Pleasantville Community Garden and Hillside Food Outreach, the market has coordinated the donation of over 60 tons of food to address local food insecurity.
Upcoming Fall Events
As autumn approaches, PFM is gearing up for some annual traditions. Coming up on September 13th is a crowd favorite, the annual corn roast, in which a local resident will grill as many as 300-400 donated ears of corn in Memorial Plaza. The customer appreciation event scheduled will fill the air with laughter and gratitude, as families and foodies gather to celebrate the harvest season.
Another beloved fall event is the apple pie contest scheduled this year on October 4th, where local bakers compete to impress a group of renowned judges: professional chefs, cookbook authors and professors from the Culinary Institute of America.
As the fall season rolls forward, the ambitions and goals of this market extend beyond selling fresh produce. It is the realization that while apples can be purchased from a grocery store, the experience and connections found at the farmers market are special and irreplaceable. The implied social contact and bond between the community and family farms in the Hudson Valley, who pour care and passion into every ingredient, will further deepen the market’s ambition to grow the community of foodies while inspiring other markets to embrace the same values of authenticity and collaboration.
Each Saturday morning in the fall, the heart of Pleasantville radiates with life as “We are passionate about the details, about transparency, about authenticity – we want to serve our shoppers, and be a good place for vendors to earn an honest living. But we also want people to know that not all markets are the same,” comments Rogovin, who has seen firsthand other farmers markets reselling vegetables from Hunts Point or sourcing ingredients from Restaurant Depot. “We are the real deal and shoppers and vendors love that – it is our secret sauce,” he says with a smile. In a fast-paced world, this market stands as a vital reminder that real food is rooted in real people.
