Beloit Farmers Market Celebrates Golden Anniversary With 50 Years

If the made-from-scratch baked goods lining the aisles of the Downtown Beloit Association’s Farmer’s Market don’t draw you in, chances are the crisp, fresh produce will.

Plants, flowers, handcrafted soaps, artisan jewelry… For the past five decades, the market has been enticing visitors from all across the region, proving too good to resist for a crowd that surges to 5,913 every week. In 2024 alone, it drew 119,652, with many making a weekly pilgrimage.  

“We have such a great mix of vendors at the market, and the community and surrounding area love to support them. We get visitors from a 60-mile radius, and each week we see new customers coming to check us out,” said Downtown Beloit Executive Director Shauna El-Amin.

The Beloit Farmer’s Market is also swinging into its 50th anniversary this summer, a timing that coincides with the celebration of National Farmers Market Week on August 3-9.

Organic Growth

What began as a way for local farmers and growers to sell their fresh produce has morphed into a year-long, can’t-resist-it market featuring, on average, about 150 vendors each week.

“Most people still enjoy cooking for themselves and their families. We see so many people who still find new items to try out, and we have amazing vendors who are always willing to give a little education on how an item can be used. People love trying new things. It’s also beneficial for many who want to know what is in their foods, to be able to talk to the farmers who grew the food, and we have several naturally grown and organic vendors,” said El-Amin.

An outdoor market is offered every Saturday from 8 a.m. to 1 p.m. from May to October.  When the chill sets in, everyone takes cover in the Indoor Market, which is also held on Saturdays with slightly abbreviated hours, from 9 a.m. to 12 p.m., from November to April. A handy brochure outlines the seasonal availability of Wisconsin fruits and vegetables, lest you start to wonder when to expect the arrival of that delicious bok choy.

Both events pack an economic punch, generating $5.4 million each year to the downtown business district and $6 million to the Janesville-Beloit MSA. 
As far as the widespread appeal, about half of the weekly visitors hail from Beloit, half from other parts of Rock County, with the remainder coming from elsewhere. Spending 30-60 minutes of drive time to get there is not uncommon.

“The market brings people into our downtown, into our community, who may not have otherwise visited us. They then find so many other things to do in our area. We have a lot to offer!” said El-Amin.

For the full list of vendors and more information about the Downtown Beloit Farmer’s Market, click here!