New weekly farmers market launches in Brawley

BRAWLEY, Calif. (KYMA) - Finding consistent business success in the Imperial Valley is not always easy, but a new weekly event is aiming to change that by providing a permanent home for local makers, food vendors, and small businesses.

The brand-new Brawley Farmers Market is officially launching this Saturday, September 5, bringing fresh food, unique crafts, and community connection straight to the heart of the city.

The market will run every Saturday from 8 a.m. to noon through the end of April, transforming the Boys & Girls Clubs of Imperial Valley at 165 S. Plaza St. into a bustling weekend hub.

Up until now, many local entrepreneurs have lacked a consistent, week-to-week avenue to sell their products.

Jessica King, a Brawley native and the market’s manager, knows that struggle firsthand. She runs her own baking business, Sugar Mama, out of her home kitchen.

"We're not really known for prosperous business here in Imperial Valley," King said. "My business is called Sugar Mama and I do cinnamon rolls, cotton candy, cakesicles, brownies...just baked goods. Right now, I'm operating out of my home."

Without a brick-and-mortar storefront or a recurring event, finding steady cash flow can be incredibly difficult for home-based operations.

The weekly schedule of this new market aims to build a reliable safety net for those vendors.

"The spirit of this market is to just have something for the community to do and look forward to," said Patrick Lauterio, owner and operator of Tumbleweed Markets, who spearheaded the project. "Something consistent for the community so that they can just roll out of bed and not have to think what’s going on Saturday. It's like, 'No, let's go to the market.'"

The market will feature a diverse lineup of vendors, ranging from long-established regional businesses to first-time sellers.

Visitors can expect a wide array of options, including:

• Fresh Foods & Baked Goods: Artisan breads, specialty chocolates, cinnamon rolls, nachos, hot dogs, and local food trucks.
• Refreshing Drinks: Local coffee blends and fresh lemonades.
• Family Fun: Clothing vendors, Hawaiian shaved ice, and a dedicated slime station for children.

Beyond commerce, organizers emphasize that the ultimate goal of the market is complete community inclusion. Lauterio, who has 20 years of experience running markets across the country, views his role as a bridge to help locals turn their passions into legitimate businesses.

"I'm here to kind of connect you with the right people…with the county, with the state, with the city," Lauterio said. "Just to kind of get your dreams to reality."

The event is also integrating local civic organizations. King, who also runs the local non-profit Room to Bloom, will use the space to showcase youth enrichment through art. School clubs and other local non-profits will be regular fixtures at the event.

"I want them to expect this sense of community and the sense of belonging," King added. "Knowing you always have a space here."

While nearly 100 vendors have already expressed interest, the market only holds 38 spaces each week, meaning spots are filling up fast.

Organizers are operating on a rolling application system, but requirements differ depending on what you sell:

• Non-Food Vendors: Applications are rolling and can technically be submitted up to the day before the market. However, applying early guarantees a better chance at securing a space and picking a preferred location.
• Food Vendors & Food Trucks: Anyone selling baked goods or operating a food cart/truck must apply at least two weeks in advance to avoid late fees. Space for larger operations is highly competitive, as there are only three food truck spots available per week.

Interested merchants can sign up directly by heading to ManageMyMarket.com. From there, you can create a profile and pick your specific market dates.