Rowan Roots Market grows in its second year with nearly $20,000 in sales for student, alumni businesses

The second annual Rowan Roots Market drew students, alumni and community members to Business Hall on Nov. 2, showcasing the creativity and entrepreneurial spirit flourishing across Rowan University.

Hosted by the Rowan Center for Innovation & Entrepreneurship (RCIE), the market featured 36 student- and alumni-owned businesses selling everything from baked goods and beverages to handcrafted products and artwork. Demand to participate continued to grow in the event's second year, with even more businesses applying for a limited number of vendor spaces.

"We had over 100 applications this year," said RCIE Director Jessica Vattima. "We had limited spots available, so we accepted only one or two vendors per specialty so everyone had a chance to stand out without competing directly with similar businesses."

After the inaugural event welcomed more than 400 attendees in 2025, RCIE focused this year on helping vendors maximize their success before they even arrived at the market. Through sponsorship from FIRE (Female Inventors & Rising Entrepreneurs), entrepreneur and former Shark Tank winner Joelle Flynn hosted a market-readiness webinar and conducted one-on-one sessions to help vendors strengthen their sales strategies and customer engagement skills.

The webinar tackled questions like, "How do I make someone come to my table over another?" And Flynn helped participants think through those challenges while preparing for the event. Saxbys also supported the market by providing breakfast for vendors before the day began.

The additional preparation paid off. According to RCIE, the 2026 Rowan Roots Market generated a combined $19,671 in vendor revenue, up from $14,426 at the inaugural market last year. Although there is a small, flat fee for vendors to participate in the market, they handle their sales directly and RCIE doesn’t take a cut.

The event also encouraged attendees to explore multiple businesses through a rewards program where students who made purchases from three different vendors received a free Rowan Roots Market tote bag.

For many participants, the market offered more than sales opportunities. It provided valuable experience, networking and visibility for growing businesses.

Among the returning vendors was Ballard Bakery, founded by Tashir Ballard, a second-year master's student in Diversity & Inclusion Studies. Ballard conceived the business while in high school when he started handing out home-baked brownies to classmates. Today, he describes its mission as helping "renew spirits with sweet treats."

After selling out of several products during the first Rowan Roots Market last year, Ballard returned with individually packaged grab-and-go offerings and free samples for visitors.

"I think students really look forward to events like this because they get to see their peers have businesses and be inspired by it," Ballard said. "Last year was a complete success."

For senior entrepreneurship major Lizzie Harrison, founder of Lizzie's Loaves and More, the market represented another step in a growing venture. Harrison launched her sourdough-based business in late 2025 after discovering the breadmaking trend while scrolling social media during downtime at work.

"I was bored and I just figured it out," Harrison said.

Now equipped with a cottage food license, Harrison hopes to eventually open her own bakery, inspired in part by a neighborhood business owner who successfully grew from home-based sales into a storefront operation.

Another vendor, Rohrer College of Business MBA Fellow Danielle McManus, used the market to showcase both her business, La Belle Vie, and her belief in collaboration among entrepreneurs.

McManus, who is pursuing an MBA with a concentration in entrepreneurship, said the vendor-preparation webinar led by former Shark Tank winner Joelle Flynn provided practical ideas she plans to continue using as she grows her business.

McManus found the session helpful. She particularly appreciated Flynn's advice about offering free items or promotional giveaways that help customers develop a connection to a business and encourage repeat visits.

She also demonstrated the collaborative spirit she hopes will define her future career. Working with fellow vendor Jacqueline DeLorenzo of Molly's Matcha, she created matcha-flavored madeleines using DeLorenzo's tea powder. The two entrepreneurs promoted one another's products throughout the event and on social media.

"You can buy from me, but I want other people to get noticed," McManus said.

Her long-term goal is to open a brick-and-mortar café where community members can gather, create and connect while also creating opportunities for other small businesses to share their products and reach new customers.

The market also featured alumni entrepreneurs such as Izzy Gundersen, a 2026 computer systems technology graduate and founder of Cloud & Fiber. Gundersen's crochet business specializes in handmade plush toys and accessories inspired by popular games, movies and current trends.

What began as a hobby has expanded from two vendor events last year to 10 this year.

"Doing this helps me learn how to run a business in general," Gundersen said. "Learning how to interact with customers and all that stuff is really good experience."

Vattima said RCIE plans to continue building on the event's momentum, with another Rowan Roots Market already planned for fall 2027. As Rowan's student entrepreneurs continue to grow their businesses, the market is becoming a signature opportunity to connect innovation, collaboration and community on campus.