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Owner Develops Market Strategy

Tribune photo by Michael Spooneybarger.

Bryan Rhee said he chose to operate the farmers market himself instead of renting to vendors because he could control the prices. He said the sagging economy is affecting the flea markets traffic.

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By LENORA LAKE

llake@tampatrib.com

Published: December 17, 2008

NORTH TAMPA - Bryan Rhee sees his new International Farmers Market being a "destination" for many shoppers looking for fresh produce and other foods.

The adjacent International Flea Market at Nebraska and Fowler avenues is providing weekend customers who stroll into the farmers market looking for Asian, Hispanic, Indian, Caribbean and American fruits and vegetables. Weekdays, however, are still slow at the market, which opened in late November, said Rhee, who owns both. "I feel that six months from now this will be the place," Rhee said.

More than 100 types of produce are spread through the 20,000-square-foot market.

In addition to traditional citrus fruits, squash, apples, onions, tomatoes and green beans, Robert Kim, the market's manager, has chosen items such as breadfruit from the Dominican Republic and ya pears from Korea and quince from California. There's winter melon for Chinese soup and corn husks for those who want to wrap tamales. Fifteen varieties of peppers are on site.

Produce is ordered through growers in Plant City, Tampa Wholesale, an Orlando packing house and other sources.

"I thought I would aim for Hispanics," Rhee said. But the diversity of the area made him realize he needed more. "It was Asians, Caucasians, blacks, too," he said.

Kim said when customers enter the store "everybody notices the prices."

Tomatoes sell for 79 cents a pound; green peppers are three for $1; apples go for 89 cents and 99 cents per pound; yellow, acorn and butternut squash are 79 cents a pound; and onions range from 49 cents to 99 cents a pound. There are fresh garbanzo beans and prickly pears, both the leaves and the fruit.

Maria Algarin, who works nearby, has shopped at the market each week since it opened. On a recent visit she bought pineapple, eggplant, apples, cucumbers, red cabbage and garlic.

"This is fabulous. Oh, my gosh ... they have everything," said Algarin of Riverview.

Rhee admits he is losing money on the venture but hopes it will drive more traffic to the International Flea Market, which he has owned for 3 1/2 years. He said the sagging economy is affecting the flea market's traffic.

"I needed some kind of advertisement. Everybody has to eat," said Rhee, 69, who came to the United States in 1971 from his native Korea and is a former martial arts instructor.

Rhee said he chose to operate the farmers market himself instead of renting to vendors because he could control the prices. He hopes to add fish and meat sections in 2009.

The new market is in an area of Fowler Avenue that has had many businesses, including Circuit City, Office Depot and Rooms To Go leave over the past few years.

"Just because they have left doesn't mean I have to," Rhee said. "I believe we have a good location. If we have a good product, lower prices and good services, they will come."

IF YOU GO

WHAT: International Farmers Market

WHERE: 11311 N. Nebraska Ave. (on north side of International Flea Market)

HOURS: 9 a.m.-9 p.m. daily

INFORMATION: (813) 558-6666

Tribune correspondent Lenora Lake can be reached at (813) 865-4851.

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