Smart Markets Smart Option for Reston Shoppers

A steady stream of people,  bags in hand, head towards the "new" farmers market at the corner of Reston Parkway and Sunrise Valley Drive.

After a season  at the Reston Town Center, the vendors of Smart Market have settled into a comfortable home at the corner of Sunrise Valley Drive and Reston Parkway. Every Wednesday at 3:30 p.m., the parking lot of National Realty is transformed into a bustling market, featuring not only fruits and vegetables, but salsa, meat, preserves, bouquets of flowers and artisan breads.

Smart Markets runs six farmers markets across Northern Virginia.  They feature truly local vendors, from within a 200 mile radius. They carefully balance the vendors with the community they'll be serving. Smart Markets owner Jean Janssen says they feel they have found a good fit with the Reston community and are seeing growth "week by week."

Janssen says Smart Market does not feel it is in competition with Saturday's farmers market at Lake Anne Plaza. Rather, Smart Market offers an alternative, Janssen says.

"So many families are busy on Saturday mornings and they can't make a Saturday market – they find this Wednesday afternoon time very convenient," says Janssen.

Mary Ellen Rubenstein, a Reston resident, says she comes to the Wednesday market weekly.

"The produce is so fresh," she said. "You know exactly where the food has come from – and that is very important".

Smart Market Vendor Markos Panos, with Bonjour La Parisienne Breads, is excited about the location – but more delighted to be able to connect directly with his customers, he said.

Previously, Bonjour La Parisienne was primarily a wholesale only bakery – but now is an enthusiastic part of Smart Markets.

The Smart Market vendors are happy to make suggestions, offer recipes for extra zucchini or tomatoes and take notes about buyer's preferences.

The vendors at Smart Market agree: the important part of every day's market is to make the connection with the consumer. Among the vendors on the corner of Reston Parkway and Sunrise Valley drive, every Wednesday: Angelic Beef, Heritage Farm and Kitchen (a Mennonite co-op), Medina Farms, Hiddencroft Vineyards, among other.

The Reston Smart Market will run through the fall.