New look, new name for Chestnut Hill Farmer's Market

Buying the Chestnut Hill Farmer's Market in 2007, Ron Pete admits, was "a little bit of a reach for us," a leap into unfamiliar retail territory that was part of a deal to buy the 36-room Chestnut Hill Hotel and two adjacent buildings.

Pete and his wife, Abby, Hill residents since 1999, already owned three hotels in central and western Pennsylvania. But the hotel-market deal was a chance to rethink a chunk of the 8200 block of Germantown Avenue and two iconic businesses, both loaded with potential and badly in need of transformation.

Abby's first impression of the hotel, which dates to 1894 and is now fully renovated, was "tired and hodgepodge." Same for the 7,200-square-foot indoor market, which was never a true farmer's market and should not be confused with Farm to City's outdoor market at the foot of the avenue, which is the real thing.

Still, if you haven't been to the Petes' market lately, you'll need to reorient yourself. It has been refurbished, reconfigured, and rebranded to resemble a "modern general store," with new vendors and stands, an inviting outdoor space, and 30 more seats, for a total of 42.

Abby Pete's impressions now: "Local, fresh, a good experience, modernized, environmentally friendly," which includes the recycling of cooking oil, kitchen scraps, and all else.

Such a place needed a new name. And so, after more than three decades as the Chestnut Hill Farmer's Market, it is now called Market at the Fareway.

"We wanted to come up with a name that was more appropriate and modern," says Ron Pete, a Lock Haven native who met his wife at Temple University.

Fareway refers to fare, as in food, and an expanded breezeway and piazza-like public space connecting hotel and market. The piazza borders a free parking lot and features a fire pit, benches, tables and chairs, a fountain, colorful plantings, and an array of what can only be described as plastic thrones, oversized, crayon-colored armchairs that defy the stereotype of Chestnut Hill.

The market still has 16 vendors, but the mix is different, the focus more artisanal. Delays in construction, which began in 2012 and is ongoing, prompted the departure of some of the old vendors. Remaining are stalwarts such as Yu's Produce, Shundeez, Neidermyer Poultry, Ranck's Deli, Rice's Quality Meats, Tokyo Sushi, and Poppy Seed Cafe.

New folks include the Brunettes' Bookshop and Bakery, run by two longtime friends who learned to bake from their Italian grandmothers; Metropolitan Bakery, which arrived in January after 15 years in the 8600 block of Germantown Avenue; Urbane Tea Co.; Florum, a flower shop whose proprietor grows her own flowers; and PhilaDing, which caters to vegetarians, vegans, gluten-frees, and the occasional carnivore.

Other new tenants sell candy and nuts, fresh Italian flatbreads, coffee, and cheese.

Claudia Stemler of Flourtown, one of the "Brunettes," remembers stopping by the market when she was in high school. Now she sells made-on-the-premises cupcakes, cookies, rum cakes, and, soon, candies and macaroons. Customers can also buy "gently used books."

"Each month, business gets better," says Stemler, citing the outdoor fire pit as "a big draw."

Norbert Varga of PhilaDing, who touts a massive menu of "natural and organic eats and treats," says his business is "still in a growing curve," as he introduces customers to homemade vegan tuna salad and quinoa pulao.

"Chestnut Hill is not a central location but people are finding us," Varga says.

Eileen Reilly, the Petes' vendor recruiter, calls the retooled market "a great patchwork" of high-quality offerings designed to appeal to traditional Chestnut Hill customers and a new audience, as well.

"Chestnut Hill has gotten younger, and there are a number of young families. They're the ones we would really love to capture," says Reilly, former retail recruiter for the Chestnut Hill Business Association.

Adding to the retail mix is a new Fresh Market slated for the former Magarity Ford property across from the Petes' hotel. Ground has not been broken yet, but Ron is already calling the grocery store project "an opportunity for us."

"Our business sense tells us Fresh Market . . . will bring more people to the area," he says.

New signs for Market at the Fareway are going up soon. By fall, the Petes hope to extend hours from Thursday through Saturday to Wednesday through Sunday, and add a fish vendor, possibly a demonstration kitchen, and a restaurant to operate even when the market is closed.

Outside, plans call for the installation of two-foot-high lawn-chess pieces and a ping-pong table, as well as occasional music performances.

"We want people to hang out here," Ron says.

Roger J. Lundy, Jr., of West Mount Airy, already is.

"The old market was dull and empty," he says, praising the Petes for "trying their best to make it more appealing. Shopping here is now relaxing and fun."

Looking slightly sheepish, Lundy shares his purchases: "gherkin pickles that taste the way pickles are supposed to, some very nice, heavily spiced bacon, and delicious deli meat."

"Don't tell my doctor," he says.

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