Wearing aprons and wielding kitchen tools, Mayor Carolyn Goodman and City Manager Betsy Fretwell assaulted three squash last week to great applause from buyers milling about the fresh carrots, eggplants, zucchini, herbs and peppers at the Downtown FEED Farmer’s Market. Goodman said she’d like to see the weekly indoor market at Azul (behind the El Cortez) turn into a daily event expanded to include jewelry, T-shirts and art.

“Faneuil Hall is the concept,” she said, referencing Boston’s touristy shopping and dining area. “That’s what I envision. Everything starts small. This is going to get bigger and better.”

Goodman and Fretwell had walked to the market from City Hall to promote healthy eating and the event, which includes 20 Nevada growers, and to suggest that Downtowners in high-rises consider rooftop gardening The Mayor emphasized the inclusion of students in the Farmers Market, not just to expose them to fresh, organic produce, but to introduce them to farming as a vocation.

Additionally, Goodman said that the market’s location off U.S. 95 and I-15 makes it accessible for visitors from Arizona and drivers traveling between California and Utah. “It’s a whole new industry in itself. I see nothing but positive growth. Every great city needs a Farmers Market. It’s good, healthy food. It’s food we’re growing for ourselves and good instruction for young people.”

Step aside, yard-longs and football-shaped beer cups—you’ve got competition.