Fern Vallley Market, located at 651 Main St., opened to the public on May 3.
Reminder Publishing photo by Sarah Heinonen
WILBRAHAM — Nestled in the heart of Wilbraham, Fern Valley Market is quickly establishing itself as a beloved community hub, bringing fresh, locally sourced products to Main Street. Officially opened on May 3, the market is an extension of Fern Valley Farms, a pick-your-own apple orchard tucked into the town’s scenic mountainside.
“Our orchard is nestled in the mountainside of Wilbraham. We have always dreamed of offering our apples on Main Street, as the orchard is pretty well-hidden,” said Brooke Fernandes, who owns the business with her husband Dan.
That dream came to life with the support of the Merrick family, a name synonymous with farming in Wilbraham. “They listened to our thoughts, took the time to understand our vision, and agreed to lease a piece of their land to us,” Fernandes explained. From that collaboration, Fern Valley Market began to take shape.
As plans developed, so did the scope of the market. “We knew we wanted the Merrick family’s produce included in the market, and the goal of including as many small businesses and farms in Fern Valley Market took off from there,” said Fernandes. “We have established relationships and friendships with so many amazing vendors and business owners over the years, so the concept of the market grew very organically from a little fruit stand to a hub for local products. Now, we are proud to support over 30 small businesses and local farms.”
The market features a rich variety of goods: meats, dairy, produce, bread, baked goods, flowers, pottery, candles, books by local authors, and health and beauty products — all with a focus on regional sourcing. “We try our best to include a little something for everyone, while supporting as many local businesses as we can,” Fernandes said.
Since opening, the response has been overwhelmingly positive. “We have received immense support from the community in our first month. As we gain more experience, we are learning what works and what doesn’t,” she shared. “The encouragement from everyone around us has been incredible.”
The Fernandes family is at the core of this effort. “My husband, Dan, is the driving force behind all of our endeavors,” said Brooke. “His unwavering commitment to his community, passion for building beautiful things, and desire to always do better are contagious.”
Dan’s parents are instrumental in daily operations, their son Andrew serves as an inspiration, and employees from both Fern Valley Farms and RJ Landscapes helped build and now maintain the market. Fernandes also credits partners like The Homegrown Studio, Hometown Solutions, and their social media manager for contributing to the market’s early success.
“Our family and friends have listened, brainstormed, celebrated, and encouraged us constantly as we have grown. The Homegrown Studio has taken our branding to the next level, bridging the orchard and the market seamlessly, and Hometown Solutions has helped us advance our technological capabilities to help everything run smoothly each day,” noted Fernandes. “Without our team and support system around us, none of this growth would have been possible. When the work finally slows at the end of the day, Dan and I often talk about how thankful we are for the people around us. Without them, and the community that has welcomed us with open arms, we would not be able to do what we do.”
Fern Valley Market is open Wednesday through Sunday from 8 a.m. to 6 p.m., at 651 Main St. in Wilbraham. With deep community roots and a passion for local goods, this new venture is already thriving — and just getting started.
