Women-Owned Businesses thrive at Trenton Farmers Market
If you’re looking to support women-owned businesses, the Trenton Farmers Market has many. These women are passionate about their businesses, supportive of each other, and willing to share advice to other women who want to start businesses.
Francesca Avitto and Kate Wnek are co-owners of Lady and the Shallot, an all-vegan, gluten free restaurant. The couple originally started out as event planners and caters. Once they decided to start leading a healthier lifestyle, their friends noticed. They realized they wanted to have a farm-to-table—where the farms are! The Trenton Farmers Market enabled them to have access to fresh food all year long and utilize it on their menu.
Most of their customers are not vegan, yet they love the food. Avitto became a vegetarian as a teenager, but said she “fell off the wagon.” Then when she and Wnek started dating they watched a film called “What the Health,” which got them back on the health track. But it was the movie “Okja” that motivated them to be fully vegan.
Avitto’s advice to young women who want to start a business is, “Follow your passion. It’s the only way you’ll succeed. It [Lady and the Shallot] would never happen if we weren’t passionate. It’s just great,” she said.
In addition to Avitto and Wnek, Kara Jenkinson manages Lady and the Shallot and Ashley Brown is the prep cook and baker; she also works the register.
Natalie Williams is the owner of Sea 92 Sea Moss at Trenton Farmers Market. Williams is originally from Trinidad, where sea moss is a part of every household. She now lives in South Amboy and launched her business in 2021 when she realized that she didn’t get sick during the pandemic because her immune system was so strong, which she attributes to sea moss. She then educated herself on the benefits of sea moss. Her brand is wild crafted, with no artificial ingredients.
Williams explained that sea moss is rich in vitamins A, B1, B2, B12, C, D, E, F, K, iron, magnesium, calcium, zinc, and potassium. Her flavors sea moss gel includes hibiscus/ginger, mixed berries, soursop, and elderberry, to name a few.
Like Avitto, Williams agrees that the key to a successful business is having a passion. “Never start a business because of money,” she expressed. “Work hard. Don’t take short cuts. Have faith. Money will come.”
Although it’s her business, she’s not alone. Her husband and children help out. “This is not a one-woman show,” she said.
Judy DeFiccio, of Hammonton, is a third-generation owner of Pineland Farms at Trenton Farmers Market. It was run by her grandfather in the 1920s. She took over the business in 2000.
“We have everything from apples to zucchini,” she said.
In addition to fruits and vegetables, they have vegan lentil soup and vegan cabbage/sweet potato soup, made without sugar. They also have muffins, mini pies, and a florist.
DeFiccio highly encourages women to start their own businesses. “Absolutely go for it,” she said.
Evelyn Brooks-True is an 80-year-old woman who lives in Ewing and makes tissue box covers. She calls them Kouch Choo, which she said her grandson named when he was eight. She became inspired when she saw another woman making them and improved on the product. “I made my own path and have been doing it ever since,” she said. “They make great gifts.” Her advice to ladies who want to be entrepreneurs is, “Do something you’d like to do, not what you have to. When you like something you put everything into it. When you have to, it’s a job.”
Michelle Manning has been showcasing her business, Kai’s Natural Skin Care Collection, in the Trenton Farmers Market for the past five years. Manning lives in the Mill Hill district of Trenton. She has a background in chemistry and wanted to capture natural skin care products, gravitating toward holistic wellness. She offers organic skin and hair products, tinctures of plant-based powders, organic juices, and also sells vintage and antiques as a side gig.
Selling was a challenge for her at first because she was shy. As time went on, she became more comfortable. “It’s second nature,” she said. Her advice to aspiring businesswomen is, “Go for it! Reach out to like-minded individuals who have their own businesses to get help. Ask them how to get started.”
Linda McDonald of South Brunswick is the owner of Manei Body and Soaps. After working 20 years in the pharmaceutical industry, she wanted to get away from chemicals. “Having children, I grew conscious,” she said. “I quit a well-paying job and launched my company. I took time to read labels.” Originally from France, McDonald gathers info from France and Europe and brings it back to Trenton Farmers Market. She advises future entrepreneurs, “To be determined. To be focused. Do not be afraid of failure. Get knowledgeable. Get certifications.”
She said all her products—face wash, toner, serum, soaps—are vegan except for some soaps which are made with goat’s milk.
Crystal Johnston of Levittown is the owner of 1 Love Jerk Hut. Her Jamaican Voodoo sauce won a Golden Skillet Award in 2023. She has a Caribbean background, and her partner was born in Jamaica. The classic sauce is a family recipe, then other flavors were created. Sauces are vegan and made with fresh ingredients. There is no conventional sugar in the sauces, but some have brown sugar.
Her advice to women who want to have their own businesses is, “Don’t look for perfection. Perfection can hold people back. Fix things and work on them as you go along. If you wait for perfection, you’ll never do it.”
Johnston says she does everything herself—labeling, packaging. In addition to her sauces, she also had natural juices and candles inspired by and named after old reggae songs, like “Girls Dem Sugar” and “Mr. Boombastic.”
“Everything has a Caribbean touch,” she said.
Meaghan Singletary of Mill Hill is co-owner/designer of Out of Step Offbeat Boutique and General Store. “Someone can find something for everyone here.” The shop has goods from local artisans, including books, gifts, food, snacks, and beverages.” She calls her store, “A love letter to Trenton.”
Singletary said Out of Step is also a representation of Black women and LBGTQ+; and those who love tarot and the macabre.
“We’re here to put a smile on peoples’ faces.”
The Trenton Farmers Market is located at 960 Spruce St., Lawrence Township. To learn more, visit: https://thetrentonfarmersmarket.com/
