Under the Sun: Jerry Wheeler, Tuesday Farmers’ Market manager

The Sun’s Anna Pier speaks with lifetime Sonoman Jerry Wheeler, the new manager of the Tuesday Night Market, which opens its 2022 season on Tuesday, March 3, on Sonoma Plaza.

How do things look for this year’s Tuesday market? 

I’m very excited for this year. It’s going to be a huge market. We’re back to pre-pandemic. We expect a huge turnout. It’s such a wonderful community event. People are happy when they get there. It’s an old-town gathering. Our first market is May 3.

What farmers will be there? 

We have seven large agriculture vendors, including The Patch, Mt. Moriah Farms/Smit Farms,  Neufield, Hector ‘s Honey, Triple T Ranch, Esquivel Farms, and R. Schletewitz. Seasonal vendors will be Serres Ranch, when the blueberries are ready, and Jesus’ Cut Flowers. The Patch told me they are getting ready with 5,000 tomato starts! 

Any physical changes?  

No, it will be the exact same footprint. But we have a fair amount of new vendors, and some old favorites. There were more applicants than we have space.The first priority for us is being local. This is the first year the food trucks are back since the pandemic, and we’ll have Tri-Tip Trolley and Hopmonk. Pacheco’s Roasted Mexican Street Corn is new, and we’ll have El Brinquito, E-Saan, Aunt Betty’s Gourmet Corn Dogs, Gerard’s Paella, Bruschetta Bar,  Mommy’s Yummies, Nellie’s Oysters, Kettle Pop, Java Wagon and Sweet Scoops. With packaged foods, Harvey’s Donuts, Brigachero (Brazilian truffles), Monday Bakery, the Bekjr, the Hummus Guy, Jus Verts, Sinful Sweets, Triad Beverages and Sonoma County Meats. The Chamber of Commerce will offer glasses of local wines, and Sonoma Springs will serve their beer. And there are seven artisan vendors, who have to create what they sell. All in all there will be over 50 vendors. Popo the Clown will be back with face-painting and games. 

What keeps all this in line? 

We’ve hired the Marshall Program through the Native Sons, for crowd control. And to be sure there are no dogs. We run the risk of losing our Certification if there are dogs there. Our market is certified by the California Department of Food and Agriculture. We have to be recertified annually. 

What about organic certification? 

Most of our famers have a certification of Organic Registration. That’s from the California Department of Food and Drugs. They make a site inspection. 

Music at the Market?

Mary Serafini is the coordinator, and we’ll have music every night except August 16, the Zucchini Race night. Go to our website for the list: Sonomastuesdaynightmarket.com/

How did you land this spot as manager?  

I’ve always done events. I was Director of Corporate Events at the Raceway for 18 years. And I’ve coordinated the Fourth of July Parade, and I’ve been co-coordinator of the Vintners and Growers Wine Auction, and the Vintage Race Car Festival on the Plaza. 

You say this is an “old-town” market. You’re an old-town girl. 

I’ve been in Sonoma forever. My family moved up here from the Bay area in the ‘60s. We used to come up to visit my great-aunt and uncle who had a ranch on the NW corner of Grove and Carriger. Then we moved up to the top of Lovall Valley Road, and that’s where I grew up. That was way before everyone wanted to live up there.

Local schools? 

You bet. Sassarini for elementary, then 7th and 8th grades at Prestwood. That’s right, Prestwood used to be a junior high. Sonoma Valley High. I still see girlfriends that I hung out with in high school. I helped organize the Prom. 

How was it growing up in Sonoma? 

Idyllic. 

You’ve seen so many changes. 

You just have to roll with it. That’s all I can say about it. When we moved here, there wasn’t a stoplight, till they put one up at the Safeway/ Valley Mart corner. After 9PM, that one went blinking red and yellow. I remember when there really was a feed store in the Feed Store building on the corner of First St West.

Community involvement? 

I’ve worked with numerous nonprofits and other groups. I’ve served on the boards of the Chamber of Commerce, the Community Center, the Boys and Girls Clubs, Sonoma Valley Visitors Bureau, and currently Speedway Children’s Charities. 

Pastimes when you’re not working out in the community or at your other two jobs? 

I garden. My mother was a wonderful “rose tender”.  My garden – vegetables and a small rose garden – is my huge escape.