As Wilmington-area farmland becomes developed, how produce stands keep roadside tradition growing

During the summer, Will Peterson enjoys selling fresh fruits and vegetables from farmers at his stand in Rocky Point.

A dirt bike started it all. With the help of his parents, Christal and Dereck Peterson, the 11-year-old opened Will-Will's Market in 2021.

"I feel good about it," Will said.

Located at 10815 U.S. 117 S. in southern Pender County, the produce stand is one of several continuing a tradition of buying roadside produce, although big stores continue to bring competition. In a community that continues to see growth because of its closeness to Wilmington and beaches to the east, Christal thinks her son's service is needed.

"People want fresh, local produce," she said. "It's something that's starting to dwindle away with all the housing developments and the farm lands being sold. I think that's why it's such a big hit around here."

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Last summer, Will wanted to start a lemonade stand to buy a dirt bike.

"I said, 'Son, we're on 117 on a main highway, having a lemonade stand is not going to work,'" she said.

The conversation led to a better idea: a produce stand. His father went straight to work on building a small stand. After meeting with farmers, Will began making money during the summer to save up for his bike. They sold out during the first weekend, and he wanted to continue. With initial success, a larger stand and enclosed garage was built to stay cool during the summer and dry from rain.

More customers or less farmland?

Less than half a mile from the stand, developers are planning to build more than 700 homes for the Falls Mist neighborhood project between N.C. 210 and U.S. 117. For the stand, such developments could bring more customers. At the same time, Christal is concerned about the future of agriculture in the region.

"It's really sad to watch all of the developments that are coming up, even though I know the population is going to keep growing and growing," she said. "I see so many farmers getting out of it. That's what we're looking at. What can we get into to keep fresh produce to keep coming in? What can we plant here to grow and sell?"

With a development expected to double the population of Rocky Point, it wouldn't be a surprise if a chain store considered the area.

More: Sell or sow? As development swallows up more land, Wilmington area farmers face hard questions

"When you go the grocery store, and you get your produce there for whatever you're going to cook, it's not always 100% fresh," she said. "Everything that we've been able to sell, I pick up direct from the farmer, that morning, picked fresh. You can't do that in a grocery store."

More: Love small business? Here's why you should shop at your local farmers market.

The Petersons are new to roadside produce and are working to improve the business.

"We're still figuring things out," Peterson said. "We did a trial and an error thing with what we can plant here, what will grow, and what won't."

Continuing an island tradition

As growth continues on Topsail Island, Jeff and Vanessa Andrews are fortunate enough to sell right outside their front yard.

"It's a nice commute," Vanessa said with a chuckle. "I just walk down the stairs and there's my job."

That short trip is something they've been doing for many years. Andrews Produce is right across from the road from the ocean in North Topsail Beach, an Onslow County community which shares the island with Pender County's Surf City, and Topsail Beach.

More: All in the family: Andrews Produce is North Topsail's adorable roadside veggie destination

Through the produce stand, located at 8904 Second Ave., is only open from mid-April to Labor Day, the couple is continuing a family tradition of farming. Picnic areas and umbrellas are set up so their customers can see the waves.

"It's not just folks pulling up in their cars," Jeff said. "They drive down in their golf carts. They ride their bicycles over to us and they walk over to us."

Visitors and repeat customers come by to pick up produce such as sweet corn, vine ripe tomatoes, watermelon, cantaloupe, peaches and more. They also have a good selection of cheeses and bakery items.

"It's a passion that we've always enjoyed doing, to provide those kind of services, not just for the local community, but for tourists in the area as well," Jeff said.

As an open-air fresh market, the Andrews are not intimidated by giant stores like Walmart and Publix.

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"If anything, I think it's been a plus to see the area grow, and I think it helps businesses," Jeff said. "We get a lot of local outpouring, and this has become a really big tourist destination. Over the past five years, we've seen our business increase quite a bit. We've been fortunate to do what we do and we really enjoy it. Anytime you can provide foods for folks, it makes you feel really good."

Jeff thinks the future is bright for Andrews Produce and up-and-coming ones like Will-Will's Market.

"I think they're here to stay," he said. "It's kind of the nature of the beast, if you will. I think you're going to find more and more people leaning towards that. It's kind of like all of your new taproom and breweries that you see popping up. It's just the thing. I don't see that going away."

Reporter Chase Jordan can be reached at cjjordan@gannett.com.

This article originally appeared on Wilmington StarNews: Produce stands carry on roadside traditions in growing Wilmington region