The Fresh Market at Hershey Towne Square is a community-driven farmers market offering fresh, locally sourced produce, meats, dairy, baked goods, and specialty products. We bring together a diverse group of vendors, each with a unique offering, to create a vibrant, indoor market experience where customers can find high-quality, organic, sustainable, and artisanal foods. Our goal is to provide an authentic farmers market atmosphere that connects people with local producers and supports small businesses.

We saw a need in the marketplace—especially after Tuesday’s Market in Middletown shut down. That was a huge market with over 200 vendors, and when it closed, it left a gap. People lost access to fresh, local products, and vendors lost a place to sell.

I’ve always loved the farmers market experience. My brother ran Dayton’s Coffee at the West Shore Farmers Market for over 26 years, and I spent a lot of time there with him. That market had a sense of community—a place where you’d grab a cup of coffee, chat with vendors, and just enjoy the atmosphere. When we started this project, we wanted to bring that experience to Hershey.

But, like anything, the idea of starting a farmers market and actually doing it are two different things. It’s been more challenging than I expected, but we believed in it, so we committed and made it happen.

Success isn’t just about making a profit—it’s about creating something that lasts. But at The Fresh Market, success isn’t just our success—it’s the success of every vendor here. If they thrive, we thrive. My job is to create an environment where small businesses can grow and succeed. That’s why I’m excited to partner with Yokl’s food tours, because it helps introduce more people to our vendors.

Every morning, I wake up and ask myself, "What good can I do today?" Some days are easier than others, but if I’m moving forward, I’m doing something right.

One word: foot traffic.

We thought, "If we build it, they will come." But it wasn’t like the movies.

We built The Fresh Market during COVID, which was already a massive challenge. Finding vendors was difficult, and getting customers through the doors was even harder. We had to push through, adapt, and make adjustments along the way. Some vendors worked out, some didn’t—that’s part of business. But now, going into our third year, we’ve hit a tipping point where we’re growing and refining our vendor base to create a stronger, more sustainable market.

Understand your personal aspirations. Know what you want out of your business and set realistic expectations for yourself.

Take it step by step. Too many people want instant success, but skipping steps can lead to failure. Focus on the first step before worrying about the tenth.

Plan, prepare, execute. A solid plan is key, but be ready to adapt—because the second your plan is made, it’s already outdated.

"Failure is not an option."

We’re proud to support Cocoa Packs, a local organization that helps feed kids in need. Nearly every vendor at The Fresh Market donates leftover food, making sure it goes to families who need it rather than going to waste.

We also have a strong partnership with UPMC, which helps support our organic food vendors by sponsoring their rent, making it easier for them to provide fresh, local, organic foods to the community.

I love saltwater fishing. There’s nothing better than being out on the ocean, chasing fish that are almost impossible to catch. It’s not just about fishing—it’s about the experience. Out on the water, you see whales, dolphins, birds—it’s calming, it drops my blood pressure, and it reminds me to appreciate the world beyond business.

Most of my days are spent managing the market and tackling challenges, but when I get the chance, you’ll find me out on my boat, and preferably with my kids or grandkids.