Business View Magazine September 2018

74 75 and artisans. “Everything is Connecticut-grown and Connecticut-made,” she declares. The market works with community organizations allowing them to set up tables there, and also participates in different town projects, such as holding the Energy and Alternative Energy Committee’s recent energy fair there. Elsesser reports that the market has attracted national recognition.“It’s a very unique market and we’ve been rated one of the Top 10 markets in the nation byAmeri- can Farmland Trust,”he states.“You see little old Coventry here competing with markets that are incredibly strong in urban areas across the United States and we’re on that Top 10 list and it’s very validating to hear that.” Eric Trott, Coventry’s Director of Planning and Devel- opment, says the town resumed control of the market after the former operators of the market retired.When money was needed to enable it to run competent- ly, those funds were provided by two Farm Viability COVENTRY, CONNECTICUT grants, from the State of Connecticut Department of Agriculture. “One was for about $35,000 to gain the infra- structure, the supplies, the equipment necessary to run the market and also to provide for some marketing and promotion,” says Trott. “The second grant is being executed at this point. The unique part of it is it’s taking food education, menu plan- ning, recipe building, and utilizing the vendors that are in the field week to week, to build a food program that provides knowledge for folks on what food is good and when, what’s coming out at a particular time of the year, and how that can be integrated into a food plan, a recipe plan, and building that in the field.” Another way that Coventry has capitalized on its historic character is by turning its “Old Village” section into a tourist attraction and site of com- munity events that’s also attracted new business- es. Over the last 20 years, old mills have been saved and restored–one as an arts community and activities center – and brown fields cleaned up. The area has also received such updates as utility infrastructure, sidewalks, streetscapes, peri- od lighting, banners, flags, and off-street parking. “We’re joining the Main Street program this year to try and bring more activities down there. We already have a Christmas in the Village event that’s about 10 years old and we’re starting a summer arts festival in the village now,” says Elsesser. “It’s on the National Registry of Historic Districts and we value the history of that area.” Preserving farmland and ensuring farming’s compatibility with residential land uses has also