A Note from Sara

I sold my first tray of microgreens at a farmers market out of a cooler in the back of my car. No signage, no business cards, and a handwritten price tag that I'd changed three times that morning because I had no idea what to charge. A woman in a sun hat bought two containers of radish microgreens, told me they were beautiful, and walked away. I sat there for a moment thinking, "Huh. That actually worked."

Market season is in full swing here in Florida, and it remains my favorite part of this work. Not because of the sales — though obviously those matter — but because of the conversations. Last Saturday a retired chef spent twenty minutes telling me about a microgreen salad he used to serve at a restaurant in Chicago in the 1990s, before anyone called them microgreens. They were just "baby greens" back then. A teenager asked me if microgreens were "just regular plants that you eat before they grow up," which is honestly one of the better descriptions I've heard.

This month we're talking about the business of farmers markets, the science behind polyphenols (those plant compounds everyone talks about but few people understand), and a spring roll recipe that's become a weekly staple in my kitchen.

What We're Reading

Selling at Farmers Markets: A Practical Guide

There are a lot of "how to sell at farmers markets" guides online that read like they were written by someone who's never actually done it. This one was written on my laptop at 5 AM after years of Saturday mornings loading the truck in the dark. I cover the things nobody tells you: how to choose which market to apply to, what your booth actually needs (less than you think), how to price your product without undercutting yourself, and how to handle the slow days that will absolutely happen. The slow days are when your patience and your faith in what you're doing get tested.

Read the farmers market guide →

Polyphenols: What They Are and Why They Matter

Polyphenols are one of those terms that gets thrown around in health food marketing without much explanation. "Rich in polyphenols!" the label shouts, as if that settles things. But what are they, actually? They're a large family of compounds that plants produce, partly as defense mechanisms, and they interact with our biology in genuinely interesting ways. This article digs into the research — not the hype — around polyphenols in microgreens, which tend to have significantly higher concentrations than their mature counterparts. I tried to write the explanation I wished I'd had when I first started reading the studies.

Read about polyphenols →

Spring Rolls with Microgreens

I eat these at least twice a week from April through September. Fresh spring rolls — rice paper wrappers filled with whatever vegetables look good, plus a generous handful of microgreens — are the perfect warm-weather meal. They take fifteen minutes, they don't heat up your kitchen, and they showcase microgreens in a way that lets their flavor and texture do the talking. The peanut dipping sauce alone is worth clicking through.

Read the spring roll recipes →

Seasonal Tip: Keep Your Microgreens Cool at Market

April heat can destroy your product between the truck and the customer's kitchen if you're not careful. Keep harvested microgreens in a cooler with ice packs until they're displayed, and once they're out, keep them shaded and rotate stock frequently. I bring a battery-powered fan to create airflow over the display — it's a small thing that makes a noticeable difference in how the greens look by mid-morning. And always, always have a backup cooler in the truck. The greens that are still pristine at the end of market day are the ones your restaurant customers will buy from you on Monday.

Florida Spotlight: Sarasota Farmers Market

The Sarasota Farmers Market, held every Saturday morning downtown, is one of the best in the state. It's been running for over 40 years, and the mix of vendors reflects what Florida agriculture does well: tropical fruits, fresh herbs, specialty greens, artisan foods, and cut flowers. If you're in the Sarasota area, it's worth the trip. Get there early — by 9 AM the good stuff starts disappearing. And if you see a booth with a green "Wholly Water" banner, come say hello. I'm usually the one with soil on her shoes.

Quick FAQ

Q: Which microgreens have the highest polyphenol content?

A: Research consistently shows that red cabbage microgreens have exceptionally high polyphenol levels — in some studies, six times higher than mature red cabbage. Cilantro, radish, and amaranth microgreens also score well. But here's what I tell people: variety matters less than freshness. Polyphenol levels start declining after harvest, so the microgreens with the most nutritional value are the ones you ate most recently. Grow your own, eat them that day, and you're getting the best your food can offer.

Until Next Month

May brings the transition from "perfect Florida weather" to "why is it so humid already," and with it comes a whole new set of growing considerations. But that's next month's problem. Right now, enjoy the markets, try making spring rolls, and remember that every successful business started with someone selling something out of a cooler.

Keep growing,
Sara Johnson
President, Wholly Water Farms