Ashland festival turns out strawberry creations and features local successes in tough economic times.
June 20, 2009
With the state’s strawberry season stretching into this month, visitors packed Saturday’s Strawberry Faire in Ashland looking to taste homemade shortcakes and enjoy local entertainment.
Despite rough economic conditions country-wide, the community-based event drew thousands to the Randolph-Macon College campus, where organizers and vendors said business was thriving.
BUSTLING SCENE
Mary Claire Coster, president of Ashland Strawberry Faire Inc., estimated that the event brought more than 30,000 people—the biggest turnout since it started nearly 30 years ago.
There’s no admission charge and guests listened to musical acts for free. Coster said that kind of affordability is a draw for residents during this kind of economy.
More than 280 vendor tents featuring, food, crafts, jewelry, clothing, community organizations and children’s activities lined the campus’ streets.
“Even if people don’t buy anything it’s an entertaining day,” Coster said.
Economics aside, Coster said strawberry shortcake has always been the staple favorite of the day throughout her 26 years with the fair committee.
“As long as it has strawberry in it, I think everyone is happy,” she said.
STRONG SALES
As for strawberries sales, those weren’t sour.
“The best way to eat it is fresh cut with Cool Whip on strawberry shortcake,” said Jodi Roberts, a retail manager with Ashland Berry Farm.
Stalls for the Beaverdam-based business had lines for strawberries by the pint, shortcakes and berry-laden cheesecake. Some people use strawberries in recipes, some can them for later consumption and others just eat them plain.
Roberts said sales were great.
Straying away from shortcakes, vendor Kim Cortez showcased homemade jams and jellies, including a sweet strawberry champagne jam.
As the owner of Fresh Batch Jams, a family business out of Chesapeake, Cortez said the venture is a way for her family to slow down and reconnect during the economic downturn. In addition, she said her products use as many locally-grown ingredients as possible.
Her plan seems to be working since she already has intentions to expand.
Cortez’s sister-in-law, Anne Cortez, plans on expanding the company by creating cupcakes compliment to the original product, such as a vanilla-almond-biscotti-flavored cupcake stuffed with strawberry jam. Saturday’s event was her first time showcasing her spin on the traditional dessert.
“Filled cupcakes are kind of something new and different that’s just starting to catch on,” Anne Cortez said.
At the end of a line of food vendors, Keith Wood kept an eye on his smoothie sales at Maui Wowi. The beverage business is based out of Short Pump and is part of a national franchise.
Wood, the franchise owner, said the most popular smoothie flavor for the day was strawberry-banana—appropriate for the venue. He described business as “ok,” saying the size of the event and number of other vendors could have affected sales.
As the sun started breaking through the clouds, Wood said the sunny weather could drive business for the ice-cold drinks. He added that smoothie and coffee sales during the past three years have been churning out a 40 percent profit.
CLOSE TO HOME
Ashland resident Sue Watson, accompanied by her children and grandchildren, said she bought so many strawberries that her family had to store them in the car before returning to the festivities.
Watson’s daughter Jane Forbes Fields, of Ashland, said she enjoyed community organizations and local businesses represented at the fair.
“But mostly we like it because it’s fun,” Fields said. “The fun and the food.”
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(Originally published on http://coreybyers.wordpress.com/ on June 20, 2009)
