El Mercadito is Madison’s “hidden gem,” said Karen Menéndez Coller, executive director of Centro Hispano. The staff-run seasonal market welcomes about 400 visitors each Thursday evening to Centro’s outdoor plaza on Madison’s South Side.
The market features 13 entrepreneurs representing a variety of Latin American countries, offering unique regional artisan goods, jewelry, exotic fruits, fresh produce, hot food, and sweet treats. Showcasing these products is a way to celebrate the business owners’ cultural heritage and entrepreneurial spirit, said volunteer coordinator Jovan Chávez.
“It has certain smells and flavors that are from home countries,” said Bianca Baker, Centro’s Event Specialist. “It gives a sense of home and safety to the local people in our community. It’s also a good place for others that may not be as familiar with Latine cultures.”
In addition to the vendors, El Mercadito hosts live music and dancing, games, including loteria, and a craft table so everyone can find something they enjoy. Centro uses funds earned from the vendors to pay for entertainment, said Chávez, “whether it’s local middle and high school bands that are starting off to the national touring Mariachi group that is coming to town.”
What makes El Mercadito unique is that “it’s real,” said Menéndez Coller, “People try to put forward a certain belief about what they think Madison is, but this Market is really about community. This is who we are.” The market is a place where people try new things and build to take the next step of sharing with other Madison markets, she added.
Vendors have pride in sharing their culture, Baker said “That’s empowering”.
Centro helps vendors navigate licenses and seller’s permits to build their businesses. This fuels their entrepreneurial spark to expand their business into permanent locations. This is the story of El Salvo de Puebla, who now has two permanent locations in Madison, said Chávez.
“For the vendors being able to connect with new faces is important,” he adds. “Among themselves they spread the word to help send business to new vendors. It’s a networking opportunity; they can create more economic push towards each other, and that’s really huge.”
Beyond the benefits the market gives to the vendors, El Mercadito gives back to the community as patrons.
Baker said the Mercadito gives a sense of belonging to Madison’s Latine community by providing a place with cultural familiarity and allows kids to reconnect with their roots.
Even the volunteers the market relies on to help set up the stalls and run activities benefit from their work, not only by giving back to their community but also by building connections with other Spanish-speaking community members, said Chávez, especially for volunteers who are new to the city.
Menéndez Coller notes it also serves as a place for community wellness.
“We just need a place to feel like we can process and talk to each other about how you’re managing,” she said, “while also being well and connected with foods that remind you of your history, your heritage. That only makes you stronger. We also know that this is a really good way to respond to the (immigration) crisis. Letting people know they belong, no matter what a paper or what status anybody wants to give you. I think that’s important.”
This idea was a core reason for the creation of the Centro’s first Mercadito. Originally, Centro was a place where the community came during a crisis, but not a relaxing place for people to be together, said Menendaz Coller.
Mariela Quesada Centeno, Centro’s former adult program manager, created the idea of El Mercadito to address Centro’s relationship with the community combined with an interest in food security in the South Side’s food desert.
“It took many years for us to develop the trust,” she said. “The community doesn’t come out unless they trust you. I take it as a big vote of confidence that people come out and feel like they can hang out, have conversations, and just be.”
In the future, Chávez wants to continue growing the market in alignment with community interests.
“Can we shut down the streets maybe once a month?” he said. “Add vendors outside on the streets and make this a block party. There’s a lot of fun ideas, and it’s fun to think outside the box.”
Centro invites the community to the Mercadito every Thursday from May to October from 4:00-8:00 pm at 2403 Cypress Way, Madison. Also, keep up with Centro on their Facebook, where they consistently post events.
