I have seen this same effect around here: farmers market= getting there on a bike, by people who wouldn't ordinarily be riding. I used to ride to the farmer's market in the next town, every Monday, until I started working again. It no longer functions, anyway. Most of the others in neighboring towns, are on weekends, when I am doing longer rides. Since Concord has many small family farms, I substitute that, and it achieves the same goal. Often, I will ride to a farm and stop in west Concord on the way back, where I can shop at the natural foods store and/or eat/get coffee. These things seem to go together.