Tomato Tomäto, a year-round, indoor farmers market whose name plays off the debate over how to pronounce the name of the versatile fruit (Yes, it’s a fruit, not a vegetable), is a must-stop-shop for many in the Omaha area who enjoy fresh produce, eggs, nuts, many organic goods, and more.
Tucked back from street view near 156th and Bob Booser Drive (just north of West Center Road) in West Omaha, the store carries products from dozens of vendors, all of them local. However you say it, it’s a win-win for the entire Omaha community.
Jody Fritz and her husband, Jeremy, were no strangers to the local farmers markets. As regular weekend representatives of Jody’s father-in-law’s O’Neill, Neb., farm, Garden Fresh Vegetables, the couple got to know the other vendors pretty well.
As the weather grew cooler and the outdoor markets closed up shop, the couple realized they and their fellow vendors still had plenty to offer would-be consumers. “There still is a lot out there when the markets end, so we kind of came up with this idea,” says Fritz. That idea was to utilize the front portion of the Garden Fresh Vegetables’ Omaha warehouse as a year-round farmers market. Vendors bring their products into the shop and set their own prices, and Tomato Tomäto receives a commission off of everything that sells.
“We didn’t really have any capital to start, so that’s where the consignment idea came from, and it’s worked out well,” explains Fritz. “Consumers pay a little less than they would at Whole Foods…and the producers make more money than they do selling wholesale, so it’s kind of a nice middle place for everybody.”
“We’ll have winter squashes and greens that grow in greenhouses—lettuces, cucumbers, tomatoes, some peppers, those kinds of things—all year round.” – Jody Fritz, co-owner
Since the store opened nearly five years ago, the number of vendors has grown from five to 100. “As more vendors come in, each kind of has their own following, so then all their customers come in and they become customers of a lot of the other vendors,” says Fritz.
Products range from-fresh produce, eggs, milk, and meats (farm fresh chicken, beef, fish, ostrich, and more) to local wines, salsas, soup starters, breads, and pastas, just to name few. “There are always a lot of things going on.” All inventory is fresh and local; organic, as well as gluten-free, options are available.
Regarding the year-round produce selection, Fritz says that, understandably, there is an ebb and flow throughout the year. “We’ll have winter squashes and greens that grow in greenhouses—lettuces, cucumbers, tomatoes, some peppers, those kinds of things—all year round.”
But Fritz concedes that because Tomato Tomäto specializes in locally produced foods, there are certain items that her store will never be able to offer her customers. “We won’t ever have bananas in Nebraska,” she says through a chuckle. “I get that there are limitations to the place, but I’m just going to embrace those rather than trying to be something we aren’t. I can’t compromise…there are so many foods you can eat in season.”
The colder months bring with them opportunities for customers to order free-range, organic turkeys for Thanksgiving, as well as buy homemade holiday pies and find locally produced spirits to ring in the New Year and celebrate Valentine’s Day. “There’s always a season for everything, it seems,” says Fritz.
Alyssa LeGrand has been a customer of Tomato Tomäto since the market opened and says the quality of the produce is fantastic. “I like to support local farmers and anybody with their own business,” she says. Appreciating the competitive prices, LeGrand says she often stops in on a weekly basis.
On the supplier side, Ryan Pekarek, owner of Pekarek Produce in Dwight, Neb., has been bringing his produce to Tomato Tomäto for three years and says he looks forward to continuing to work with Fritz in the future. “[Tomato Tomäto] is nice because you come back with an empty truck every time.”
In addition to the market side of the business, Tomato Tomäto also runs a Community Supported Agriculture (CSA) Program in which customers can become members of the CSA by purchasing shares in the program and, every week, receive fresh produce and local products. “I just didn’t have enough room for everything people wanted to bring in, so we were trying to find a way for the farmers to bring their food here and to get it into the hands of people quickly.”
For some, this indoor farmers market may just be the best-kept secret in Omaha. For others, specifically the approximately 100 vendors that supply a wide variety of products to Tomato Tomäto’s devoted customers, it’s the answer to their prayers.
2634 S. 156th Cir.