Profile of Robert Pierce

What led you to decide to become a farmer?

I was born and raised on the south side of Madison. My grandmother always had gardens, and I grew up spending time with my family planting, weeding, and harvesting produce. After I served in the Vietnam War, I developed food allergies. I only trusted myself to grow and prepare my food!

Describe Half the 40 Acres Farm.

In 1982, I decided to become an organic farmer. I leased 20 acres of land off of Fish Hatchery Road in order to be able to help provide healthy produce to people in low-income areas. I grow a variety of produce free from nonorganic pesticides, insecticides, and herbicides.

How did you become involved in farmer’s markets?

For the first ten years, our farm participated in the downtown farmer’s market. Then in 2002, I became a vendor at the South Madison Farmer’s Market and began managing it the next year. We now have five markets at four locations, including the Labor Temple, Villagers Mall, Rimrock Road, and Gilbert Road. I’m committed to serving diverse neighborhoods, which can often be food deserts. These people need to have access to safe, affordable food just like everyone else. Many of them grew up with their parents and grandparents having gardens, and they know the taste of real food.

Describe your partnership with Growing Power, founded by Will Allen in Milwaukee to promote urban agriculture.

We have the Market Basket Program, a CSA-style food distribution program that features a weekly delivery of ten to fifteen various vegetables from our Rainbow Farmer’s Cooperative. In cooperation with Growing Power and the Center for Resilient Cities, we’re trying to turn the former Badger School into a green charter school. Our vision includes having it run on solar and wind power, establishing green houses, focusing on agriculture, and even having an onsite Boys and Girls Club.

How else are you involved in the Madison community?

I’m really committed to community education. For instance, on July 2-3, 2010, I’ll be offering a workshop on aquaproducts and greenhouses. I also established the Program for Entrepreneurial Agricultural Training (PEAT) as a way to teach today’s youth how to grow and market healthy food. Not only does PEAT show kids the importance of eating fresh produce and whole foods, but it gives them a chance to run their own business and take pride in their work. Kathleen Falk has endorsed this program, too. It’s incredible to see their enthusiasm – these kids really blossom through PEAT.

How has Local Dirt helped you?

I want to support Local Dirt – it’s a great resource for farmers and customers. I hope to use it more for the farmer’s markets and to get word out about the Rainbow Cooperative and the workshops.