Why does nobody prep for the heat at the Denver farmers market

Was at the Denver farmers market on a 99 degree Saturday in June and watched a vendor pour out two full coolers of lettuce because it sat in direct sun for 4 hours. I started bringing a folding shade cover and a cheap thermometer for my own stall after that, and my greens quit wilting by noon. Nobody at that market talked about heat plans, it was all about rain and frost. Anyone else selling outdoors figure out a setup that holds up when it gets this hot?

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