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A Blueprint for Farmers’ Markets
A Market Manager’s Approach
Maria Andrea Urrutia
Master of Environmental Science & Management
University of Rhode Island
Fall 2010
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Table of Contents
Section
Page
Overview
3
Hosting
8
Location, Location, Location
9
Times, Days, Season
10
Creating A Timeline
12
Funding
15
Marketing A Market
17
Actual Market Season
19
Reaching More People
21
Market Rules & Regulations
23
Turn the Good to Better, and the Better to Best
25
Measuring Success
27
Local Communities & Farmers’ Markets
29
Concluding Thoughts
29
Acknowledgements
30
Appendix 1: Charlestown Farmers’ Market Data
31
Appendix 2: Farmers’ Market Preparation Checklist
36
Bibliography
37
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A Blueprint for Farmers’ Markets
A Market Manager’s Approach
Organizing a farmers’ market takes time and preparation. With this blueprint, a market
manager or organization can adequately ascertain the steps required to create a farmers’ market
with complete comprehension, strategy, and time. Preparing and organizing a market begins
many months before the actual season starts in order to gather vendors, locations, permits, and
other requirements. This guide lays a foundation with steps and suggestions for implementing a
farmers’ market. Farmers’ market guides provide experienced approaches to construct the most
effective farmers’ market in a community. This blueprint was based on the 2010 Charlestown
Summer Farmers’ Market experience in Southern Rhode Island.
Overview
Farmers’ markets come in many varieties, sizes and locations. Each market reflects the
neighboring environment, the local foods farmed, and the value of sustainability to the
surrounding community. Markets benefit multiple players: the community, the farmers, and the
individual families. Local markets benefit the whole community by giving momentum to the
local economy, providing food security, and raising nutritional and health education. Markets
introduce a location for vendors and customers to come together and actively care about food
production and consumption.
The local economy is infused with a farmers’ market. One economic study described
farmers’ markets as, “found to have positive impacts on local economies [21].” New and small
farms are believed to have little to no risks at local markets, providing a nurturing economic
environment. Many medium and large farms can expand their well-established businesses to
complementary, direct sales at farmers’ markets. Local shoppers become fairly regular at weekly
markets and begin to patronize the market, providing a weekly infusion of money to businesses
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nearby that may not have been regularly visited during a market season. Communities benefit
economically from the local production, especially because a “larger portion of the value of the
finished product [remains] in the local area [21].” The United States Department of Agriculture
(USDA) studies the economic impacts of markets extensively.
The origin of foods, as well as their production, has become a central issue for many
communities throughout the world. One study on food origin and local Italian Farmers’ Markets
stated that, “consumers perceive them as having higher quality standards and as tools for the
preservation of traditions and local know-how [27].” Knowing that the advertised food is
produced locally allows for a sense of trust. As such, local markets also provide opportunities for
customers to receive goods directly from the growers. Although the European and American
views on local foods are promoted by different agendas, both deal with “social justice and
environmental sustainability…incorporating small rural farms and marginal agricultural
economies into economic development [27],” to some degree by incorporating farmers’ markets.
Farmers’ markets prompt local environmental sustainability and agricultural economies can
come together in local areas.
Food security is at the center of food availability and access. Farmers’ markets create
opportunities for communities to have access and receive fresh products. By supporting local
agriculture through markets, communities proactively deal with the distance food travels to reach
their kitchen table. The recently coined phrase of ‘food deserts’ demonstrates the sparse nature of
food stores in many populated urban areas, including food stores with fresh foods. By reducing
the travel distance of food, carbon emissions are reduced allowing a greener path for food
security. Supporting local farmers and agriculture promotes a diversity of crops and animals, as
well as a sustainable production. If farmland is protected for food production, accessibility and
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availability follow. Farmers’ markets create an opportunity for farmers to sell their product
directly to communities. Many studies regarding food deserts have identified that a food security
concern is the availability and proximity to supermarkets, farmers’ markets, convenience stores,
and other food stores. The lack of proper caloric and nutrition intake is due to the role of food
stores in urban environments, or the lack of shelf space for fresh produce [3, 24]. Food security
and food desert issues both promote alternatives to large supermarkets, especially in urban areas.
Farmers’ markets provide a viable option for consumers of fresh, locally produced goods.
In addition, farmers’ markets spark public interest. Food education from fresh produce is
key to developing healthy families. The National Farmers’ Market Week Proclamation of 2010
made by the Office of the Secretary at USDA started off by stating,
“A proclamation whereas thousands of American farmers markets
offer affordable and healthful products sold directly from the farm
in their freshest possible state, increasing access to fresh fruits and
vegetables for children and families, which can help promote child
health and reduce childhood obesity [28].”
Organizations, like the USDA, promote healthy eating with farmers’ markets through public
policy. Through markets, children and adults can first hand be exposed to the growers of their
food. Asking questions about how vegetables grown and where foods come is important for
consumption. Also, farmers’ markets introduce local foods that may not be found at
supermarkets or other specialty stores. As a result, learning more about local foods from local
farmers sparks public interest in farms. Interest in protecting farmland may begin through food:
farmers’ markets connect farmers with other members in their communities. The benefits of
protecting farmland extend past providing local food. By protecting farmland, green corridors
and other ecologically important features can be saved. Farms grow and raise a large portion of
food in the United States. One study reported that from all direct sales from the farms to the
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consumers, over fifty-six percent came from farmers’ markets, pick-your-own, and roadside
stands. A large portion of the direct sales in the study was from small farms, “average direct
sales per small farm was relatively low, but accounted for over 35 percent of such farms’ total
farm sales [21].” Many farmers’ markets rely on small and medium farms for local goods.
Markets benefit families, farmers, and communities. Having a weekly farmer’s market
allows families to engage in a weekly activity that goes beyond buying foods. The interaction
individuals have at markets may include local food education, as well as hands-on activities
dealing with composting, water resources, and energy. As a result, children are introduced to
fresh produce that may not be available at supermarkets such as Green Zebra Tomatoes, making
food festive and interesting. Adults are introduced to new food options, such as different
varieties of eggplants or kohlrabi. Farmers’ markets create an environment where family can
actively learn about food and have an enjoyable time together. Farmers may benefit from
markets through the profits of products sold.
At farmers’ markets, vendors can price products at the real cost of the good. This is to
say, many times small farms cannot complete with larger farms selling to a large corporation.
One article described farmers’ markets as they, “play a vital role in enabling farmers to gain
direct access to customers. Without this access the existence of many small- and medium-size
growers would be threatened [23].” Regardless if prices at farmers’ markets are high or low,
farmers can explain the cost of their goods to the customer, something that does not occur at
supermarkets. Having a farmers’ market creates an opportunity for the farmers to personally sell
their product. Society benefits from farmers’ market independently of farmers and citizens. Local
economic development monetizes the benefits for society. Communities can grown and
strengthen ties through coexisting at markets.
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The concept of farmers’ markets is not a twenty-first century marketing ploy. Rather,
farmers’ markets throughout the world have existed for centuries. Many cities in the United
States had farmers’ markets as centers to exchange goods in the early 1900s. A movement in the
1970s allowed markets to grow in popularity again through the Farmer-to-Consumer Direct
Marketing Act of 1976 [4]. The Farmer-to-Consumer Direct Marketing Act of 1976 focused on
promoting agriculture by, “appropriate means and on an economically sustainable basis, the
development and expansion of direct marketing of agricultural commodities from farmers to
consumers [8].” The words of direct marketing included, “marketing of agricultural commodities
at any marketplace (including, but not limited to, rodside tands, city markets, and vehicles used
for house-to-house marketing of agricultural commodities) established and maintained for the
purpose of enabling famers to sell their agricultural commodities directly to individual
consumers [8],” allowing for farmers’ markets to receive governmental support. As food choices
have changed since the Second World War, markets have become opportunities for consumers
interested in “high-quality produce at a reasonable price,” as well as those who are interested in,
“[enjoying] shopping… and this it is socially beneficial to do so [5].” Throughout the world,
farmers’ markets benefit small-scale producers as they, “provide more profitable alternatives to
the wholesale and retail markets and allow small volume and new products to gain a toehold in
the market,” according to one study done in New Zealand [17]. In remote areas of some
European countries, such as in Spain, markets come once a week with distinct cheeses as well as
other goods. In countries with small rural farms like Italy, farmers’ markets have become a way
to promote agricultural economies and preserve traditions [27]. In various countries and
throughout the year, farmers’ markets have become food destinations.
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The following pages will have various sections on specific points for a market. The next
sections deal with hosting a market, marketing, organization, and other integral parts in
producing a market. The goals of each section are to introduce the reader to the challenges and
opportunities that will occur in the following months as one organizes a market. After each
section, a summary of the key points and essential issues to consider are presented.
Hosting
Hosting a farmers’ market is similar to hosting a party. The party involves the whole
community and occurs repeatedly over a season. Searching for a potential sponsor of this a
farmers’ market party is crucial to its formation. A farmers’ market host, or sponsor, is also
needed to become the central contact among the various vendors and the customers. The
farmers’ market host becomes a liaison and a mediator between the market and the community.
A host is in charge of organizing and maintaining a market. A sustainable farmers’ market may
develop with ease for following years if it is efficiently organized and prepared. A host
organization for the market deals with the daily managing and preparation. One set of farmers’
market recommendations from Massachusetts suggests working with a group of people to
distribute tasks and make planning the initial parts of the market easier; this group of people may
include community people, farmers, banks, and local businesses [20]. By creating an organizing
committee, various responsibilities of the market may be designated to specific people. In
addition, a financial investment is needed to put together a market. Depending on the size and
demand for the market, the initial investments may become increasingly important.
Examples of possible hosts include: community organizations (possibly those interested
in nutrition, land preservation, farm promotion, local responsibility), town or city departments
(may include a Conservation Commission, Department of Public Health, food officials/
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administrators, city commissioners), schools, churches, clinics, etc. The host organization can be
directly and deeply connected to food and farm issues, or simply interested in having a local food
market.
Main Points: With all of the descriptions of a farmers’ market host described, below are a few
questions to consider in finding a host/sponsor:
• Will the host be available throughout the market season?
• Does the host have financial means to support a market?
• Does the host have community ties, both within the farm community and they town?
• How is the host linked to the need for farmers’ markets?
Location, Location, Location
Finding the perfect location for a farmers’ market may come with trial and error. In
choosing a location, one should take into account the number and type of vendors attending, the
size of the community, and accessibility. If an outdoor market is planned, find an area that
customers can walk through and see all of the vendors. If a market is large, make sure enough
parking is available or at a short walking distance away. Some customers may avoid stopping by
a market if parking is not available. If an indoor market space is available the area should be able
to hold both the vendors and the customers. Examples of possible locations vary between indoor,
outdoor, large, small market. For outdoor markets parks, public libraries, school lawns, and other
open areas with large open space are possible venues. Locations like public libraries and schools
often have large areas for parking. Indoor markets can occur in town granges, mills, artist
villages, and other indoor areas that an hold many visitors and commotion at once. Depending on
the size of markets some locations to consider may be outside federal/state buildings (such as
court houses or schools) that may be closed on weekends but may have access by the community
with proper permissions. Finding the location may require working with other community
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members for suggestions and availability. Once a location is introduced, with time the
community will accept it if it is convenient and well placed.
A large part of community benefits in a farmers’ market deals with the “spillover
spending” generated by farmers’ markets. Spillover spending occurs when market patrons also
visit other retail locations near the market. In one economic study, an extra $9 per person was
reported in spillover spending [10]. If a location provides other retail options nearby, the
community may benefit from extra local spending. Some local businesses offer their parking lot
spaces for market patrons to promote sales in their own stores. Venues that promote healthy
lifestyles, such as hospitals, may be willing to help with a farmers’ market [22]. The
surroundings may increase the amounts of visitors to a farmers’ market.
Main Points: When choosing your location, keep in mind your target audience. Here are some
things to consider:
• How will people arrive at the location?
• How many people will be expected at the market?
• Is the market indoor, outdoor, or mixed of both indoor and outdoor?
• What weather can be expected during the market season?
• Is parking necessary and available?
Times, Days, Season
Once the target audience and vendors are established, finding the best time and day for
the market will come together. Morning and afternoon markets each have their benefits.
Deciding between morning and afternoon markets may be determined on the community served.
Morning markets are great for people that enjoy waking up and doing all of their errands before
noon. Afternoon markets can target people coming home from work. The best advice for time
considerations based on experience is: do not start too early or end too late. By knowing if the
majority of community members start their errands at 9 am, then begin the market at nine. If the
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majority of community members get out of work at 4 pm, do not keep the market open until 7
pm when everyone is rested and enjoying dinner. The time range of a market tends to be for
about three hours. Find the best time for the target audience.
Choosing the best day of the week for the market may depend on when vendors are
available. The day of the market is not as crucial as the time of the market. If a market is open,
customers and vendors will arrive. Try to avoid having markets the same day as other markets in
the surrounding areas. One way to find the dates and times of registered markets in a surrounding
area is to use the USDA Farmers Market Search online, which includes all the registered markets
[29]. If concerns of competition amongst markets are an issue, scheduling a different day may be
a solution. Keep in mind customers may be willing to travel for their favorite vendors and
markets.
The market season may depend on the produce available or the types of vendors
interested in the market. If the market has vendors that are restricted by a growing season, the
market may develop around the peak-growing season in a local area. It is always good to have
some vendors that are year-round and not limited by weather or time of year. As the farmers’
market grows and evolves, more seasons can be incorporated. Start first with one main season
and then extend the length. Most summer farmers’ markets target areas that have a summer
growing season with a multitude of fresh produce. A summer farmers’ market can run from late
May or when vacation season starts until the end of the growing season at the end of vacation
season or mid September. A practical time frame may be from Memorial Day until Labor Day
depending on geographic and growing region. The vendors available and their local goods may
determine the market season.
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Both the time and location of the market are tied together depending on the season the
market, the community, the vendors and the patrons. One thing to keep in mind when choosing
the days and times is that the market needs to be in balance with the location and the community
[9]. The day of the week should benefit all those who are involved. Morning, midday, and
afternoon markets all target different audiences. Make sure the time and day are convenient for
the participants of the market.
Main Points: Things to consider when choosing a time, day, and season:
• Who is the target audience and what time are they available?
• When are your vendors available? When is the location available?
• What is the growing season in your particular area?
• What will be sold at your market, when is it available?
• Do the times and days conflict with markets in the surrounding area?
Creating A Timeline
Organization is key in preparing a market. Many activities need to take place months and
weeks before the market in order for the operation to run smoothly. Once the location, day,
times, and season for the farmers’ market are established, the next step is to get the proper
permits from City Hall and other government agencies. Many city halls have permits for
farmers’ markets that record the location, dates and times for the market along with a contact.
The permits vary from town to town but are essential. The permit allows the vendors to sell their
goods and alerts the city about the market. In addition to local permits, some locations may
require county and/or state permits. Many of the vendors themselves have permits to sell foods.
If a vendor is selling meats or dairy products, extra permits may be required. The market permits
are responsibility of the market host, yet the vendors themselves may have already obtained the
individual vendor permits. In figuring out which permits are required for a market, the best place
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start is with City Hall. Many towns have ordinances regarding the proper protocol for farmers’
markets. A comprehensive list of permits, licenses, and registrations for both vendors and the
market as available for Rhode Island on the FarmFresh website [15]. As a farmers’ market, the
City Hall requirements are the most important; other permits are required for individual vendors.
Many towns require an extra police security detail when markets are in open public areas.
If this is the case, make sure to speak to the proper police officials about having a weekly police
officer at the market, directing traffic and performing other public safety tasks. Paying for the
police security is one of the largest weekly expenses of a market. Town costs may vary
depending if just a single policeman is required or a police vehicle is also needed. These costs
can start at around $100 per week. Police security is very important in keeping everyone at the
market safe. A large amount of people may visit a market in a small area, having a police officer
at the location can help avoid unpleasant situations. Depending on the size and location of the
market, the number of police officers and vehicles may change. Consult with the police
department on the amount of security needed at the market. If no security is needed, the police
department will let you know.
Proper insurance coverage is an important component of the market. Insuring a market
allows for both a smooth and calm market, even in the event of an accident. The host
organization may take an insurance policy on themselves or on the market. Speaking with an
insurance company on the best solution for a market is a prudent way to determine the type of
service one will need. Make sure to take an insurance policy out before the market occurs, once a
schedule and location for the market have been set. Liability insurance may be taken out for the
market [25]. Each vendor may purchase insurance on his or her products in addition to their crop
insurance. Many markets require all vendors to have insurance, even though the market itself is
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already insured. Keep all paperwork in a designated place so as to avoid unpleasant situations.
Being prepared for the worst is always for the best.
With the proper paperwork of permits, security, and insurance, compiling a list of
vendors may come naturally. The proper paperwork insures the market will take place, giving
structure to the market before it occurs. Finding a variety of vendors is necessary for a successful
market. Customers come to farmers’ markets for the fresh, local foods as well as the variety that
is not found in other places [9]. Diverse vendors may include produce, fruit, seafood, meat,
flower, bread, honey vendors as well as vendors who raise animals for fibers and other crafts.
Determining the type of audience may allow for a broad range of products from squash to dog
treats. A good amount of vendors are needed to create a successful market. The amount of
vendors may vary for a small market of five or six to a larger market of over fifteen vendors. If
vendors are comfortable with competition, multiple vendors with similar products may be
encouraged. Having a farmers’ market is centered on the farmers, the vendors. To keep a happy
market, the vendors need to be happy as well. Many times vendors are good sources of
information for referrals of other possible vendors.
Main Points: Making a timeline before starting a market is effective. If you have question on
proper paperwork, asking other farmers’ market hosts/managers as well as organizations may
help in answering particulars. Some questions to ask yourself:
• Do have all the required city permits for a market?
• Is police security needed at a location? Will the market benefit with a police officer?
• Have I submitted proper insurance forms? Will the market be insured?
• Which vendors will attend the market? How many does the market need?
• How many vendors can the market sustain?
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Funding
Farmers’ markets costs can add up quite quickly if there are expenses such as hiring a
police detail, rent for a location, and insurance. Many times the market dues (discussed in Market
Season section) do not cover all the expenses of a market. Having a host organization to sponsor
the market is important. If extra funding is needed, various sources may help. Searching and
applying for grants may be a source of income. Many organizations are willing to give farmers’
markets grants to promote healthy nutrition, local agriculture, and strengthening community ties
Finding the right grant to provide funds for a market may consume some time, but many
organizations are willing to help farmers’ markets. Grant writing can require time and
perseverance but if successful, can help fund a part of the farmers’ market. Places to look for
grants include state and federal agencies interested in agriculture and agricultural practices,
nonprofits interested in promoting healthy nutrition, and initiatives interested in community
development, greener ways, and farmers’ markets.
Grants can be found through organizations such as the USDA and their Farmers Market
Promotion Program (FMPP). The FMPP was designed in 1976 to “improve and expand domestic
farmers’ markets” along with other agricultural opportunities. In 2010, over $5 million was
allocated for the FMPP [11]. Other grants are available through the USDA as well as through
state programs such as the RI DEM Specialty Crop Grants. Many organizations such as the
Farmers Market Coalition provide “mini-grants of $500 each to support education events for
farmers’ market managers and producers [13].” Opportunities for grant money are likely
available in the spring or the fall through participating organizations. Research and plan
accordingly if the market will need extra funds.
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Searching for donors may also be an option for a farmers’ market host. Donations may
come in different denominations. Small donations are always welcome, as little by little they
make a large difference. Ideas such as green bucks may involve actual market customers in
sustaining a market. Green bucks may take place by having customers donate a certain amount to
the market and receive a coupon for redemption at the market. For example, if the customer
donates $100 dollars for the farmers’ market, they will receive $10 of product from a cheese
vendor. Larger donors may be interested in becoming a sponsor and be acknowledged though
signage or having a table at the market. Be creative, the community is a good resource for
donations for a market as they are benefiting from the event.
Vendor dues and confirmations are needed before the first market day. Dues can be
determined by the location of the market, the costs to hold a market, and the amount of vendors
admitted to a market. Vendor dues should be set at a fair price so as to attract local vendors that
are serious about the farmers’ market. In Rhode Island, market dues vary from a set fee at the
beginning of the market to a market fee at each market day. If the market prefers setting a pay all
at once fee, be prepared to explain why this method was chosen and how this equates to an
average fee per market day. Having a vendor fee for the whole market season gives vendors an
incentive to come every week. If the vendor fee is per market day, vendors may opt out of
coming on dates with inclement weather, etc. Market dues/fees tend to be around $13 to $25 per
market day throughout Rhode Island. The broad range of vendor fees is due to the size, location,
and occurrence of the market. On average in Rhode Island, markets that have a set fee for the
market tend to have lower dues per day than markets that charge every market day. Once dues
are collected, vendors are guaranteed to be at the market.
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The goal for many markets is to become self-sustainable. If the total of vendors dues are
equal to the expenses of the market, the market could become sustainable with time. In 2000,
USDA surveyed over 2,863 farmers’ markets throughout the nation and found that a large
majority of markets were self-sustaining, only eighteen percent of the markets required extra
support from nonprofits, businesses, individuals, the government agencies, or grants [23]. The
start-up costs in preparing a market can be expensive, but ultimately the market can become a
self-sustaining entity in the community.
Main Points: Things to consider when searching for market funds:
• How much money is needed to host a market? How much funds are already available?
• Who is interested in having this market, other than the vendors and customers?
• Can donors be found in the community?
• Who can peer review a market grant and make critical comments?
• Have vendors paid dues and confirmed their attendance?
Marketing A Market
Market season is around the corner once vendors are committed and the paperwork is in
place. Make sure the community knows about the market. Publicity is needed, and lots of it.
Many states in New England have organizations such as FarmFresh that make posters promoting
local farmers markets. Many times these statewide organizations employ local artists to make
posters promoting the local farmers markets. If the state has an organization similar to
FarmFresh, contact the organization about publicity information. One can publicize the market
with posters, bookmarks, bumper stickers, newspaper events, the dates of the farmers’ market.
Having the community know about the market is important in ensuring good attendance. The
best publicity for markets in communities is word-of-mouth [7]. Promote the farmers’ market to
everyone you talk to, invite them to the market so that they can also invite and promote the
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market. One source stated that “paid advertising is generally too costly and ineffective to be
considered as a major part of a marketing plan for farmers’ markets,” and followed by suggesting
“The Four W’s… word of mouth, work the media to get them to cover your message as news,
web strategy that works for both external and internal audiences, [and] well-chosen print pieces
such as newsletters, brochures, flyers, and postcards [2].” With organizations like FarmFresh,
print pieces can be made that not only promote artists but are not too costly. Make sure the
community talks about the market. The farmers’ market is a community event that is as strong
and successful as the community wants to make it. Publicity is important to attract the
community to the market.
In preparation for the market, signage a few days before the market as well as the day of
the market always is beneficial. Road signs directing customers to the market is quite helpful as
well as directions. Signs should be visible and legible as cars drive by the area. Having signs
near the road and near the market site, promotes the farmers’ market the day of the event. Many
customers may be attracted to a market because of the visible signage. Making parking signs also
helps direct traffic and guide visitors to the proper parking lots. Having multiple signs for
parking and directions for the market can improve market attendance.
Attracting audiences to the market can also be done through various forms of
entertainment and education. Many educational and outreach programs may be interested in
participating in the market. Outreach programs deal with composting, watershed education,
fisheries education, energy fellows, and other hands on activities. Other events that may be of
interest at a market may include singers, musicians, artists, and animals like goats and alpacas.
As farmers’ markets become more popular in the United States many states have Fresh Fanatics
and other mascots that promote local and fresh foods. Inviting mascots like the Fresh Fanatics
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may attract children to eating fresh produce and enjoying the market. Other attractions may
include local chefs that feature local food demonstrations.
Main Points: Things to consider a few days before the market days may include:
• Are posters displayed throughout the town announcing the farmers’ market?
• Is the market publicized adequately?
• Will the market have special guests for active demonstrations?
Actual Market Season
Once the Farmers’ Market season begins, managing the daily markets becomes the
central focus for the organizers. Keeping vendors content leads to satisfied customers. Together
this leads into stronger relationship between farmers and customers. Setting up the market takes
into account multiple factors: sun exposure, products available, pavement/ grass (heat concerns),
similar products, accessibility, size of tents, etc. A market that is efficiently set up allows
customers to go directly to the vendors they are interested in as well as discovering new and
other vendors. If a vendor is too difficult to get to or find, customers may not bother stopping by
and purchasing goods. The lack of sales may cause vendors to be unhappy and not want to return
to following markets. Considering the products available (such as meats, shellfish, cheeses, ice
cream) that need to have reduced sun exposure may be an important factor in setting up a market.
Find the location with the least amount of sun and place the vendors that need to stay out of the
sun in the shadiest locations. Some times considering actual vendor health (skin cancer due to
sun exposure, etc) may also influence location of vendors if a market is outside. At times,
placing two vendors that go well together may benefit both vendors. For example, having a meat
vendor next to a vegetable vendor or a salsa vendor next to a bread vendor. Placing vendors in a
set location before the market begins helps run the market a bit smoother. If the market manager
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chooses the best location for the vendor, chaos may be avoided as well as competition for prime
spots. Always be flexible if vendors have conflicts with other vendors and need to be relocated in
order to avoid future confrontations. Plan for the best and worst market scenarios when preparing
the map of vendor placements. Take into account visiting guest vendors or demonstrations. Keep
locations open for possible picnic tables or other situations that may arise.
Managing a market takes into account multiple facets of dealing with customers, visitors,
and vendors. Always keep a cool, level head and listen to the issues at hand. Interacting with
everyone at the farmers’ market is one of the most rewarding parts of organizing the event.
Customers and farmers alike will have suggestions to make the market better: listen to them. If
multiple people request a new vendor or demonstration, look into it for future markets. People
may be interested in having a flower vendor or a different type of meat (i.e., lamb) available at
the market. In thinking about the farmers’ market as a big party, the issues that arise in managing
the market are both good and bad. Always make sure everyone is safe and anticipate potential
problems and opportunities. For example, if a lot of children attend the farmers’ market, consider
having life-sized vegetable mascots (the Fresh Fanatics in Rhode Island) come in and keep the
children interested in fresh produce. Having rules and regulations in place at the market will
make managing the market easier when difficult situations may occur.
Main Points: Each week is a new opportunity; try to make each week better than the previous. A
few things to consider as the actual market takes place and issues surface:
• What suggestions did the customers and vendors make regarding other food options and
demonstrations?
• How can you help the farmers’ market be more efficient?
• Are all the vendors accessible and visible?
• Are all the products and vendors in the best location?
• How can you avoid past confrontations with vendors in the future?
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Reaching More People
Having more people at the farmers’ market is better than not having any people at all.
Getting more people to the market may be difficult, as you may have to target different locations
of town or different age demographics, etc. Having incentives for different demographics may
assist in attracting people to the market. For example, many federal and state programs such as
WIC (Woman, Infants, and Children program) and SNAP (State Nutrition Action Plans) make
fresh produce available to those of lower socioeconomic backgrounds. Vendors may apply for
permits to accept WIC and SNAP coupons at their stands. If vendors accept the coupons, this
may help reach other people that may not have had the opportunity to purchase food at the
market. In communities with high elderly populations, inquiries about Senior coupons often
come up at markets. SFMNP (Senior Farmers’ Market Nutrition Programs) awards grant money
to States and communities for senior assistance in nutritional needs, especially for local produce.
USDA provides much insightful information regarding nutrition assistance at farmers’ markets
for all ages [16]. Look into the different food assistance programs in your state and consider
being a part of them. At times many food assistance programs require individual vendors to be
registered instead of whole markets, become informed about the vendors that participate in food
assistance programs.
Another incentive for people to become involved at the farmers’ market may include
food coupons. Some markets in Rhode Island call these coupons: green bucks. They come in two
forms: as vouchers or as coupons. Markets may give green bucks to those individuals that donate
a certain amount to the farmers’ market. For example, if someone donates $100 to the market,
the person may receive green bucks for two-dozen heads of corn. Other markets use green bucks
as money, if a customer only has a credit card, they may purchase “green bucks” with the credit
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card and have the green bucks coupons to pay the individual vendor. Having options like green
bucks, allows customers that may not have purchased a certain product the ability to try
something new. If green bucks are used for donations, the farmers’ market benefits two-fold by
the donation and by having the donor try a new product. If green bucks are used to give credit
cards purchasing power at the market, this may open the market up to those customers that are
short on physical cash at the moment. If one considers having a credit card machine at the
market, speak with a local bank about renting a credit card machine. Some banks require an
account to be formed for the market with a minimum amount. The credit card machine may vary
from an old-fashion swipe machine with blue paper to a wireless handheld machine that can
automatically transfer funds. The price for renting the credit card machines depends on the
location of the market as well as the bank and style of machine. Some banks will lend the credit
card machines for as low as $20 a market to as high as $100 in fees or more.
Involving local restaurants in the farmers’ market may be an exciting way to introduce
more people at the market. Local restaurants frequently cook with local foods and are great
resources for local ingredients. Asking for active demonstrations by local chefs and restaurants
introduces a new incentive for people to visit the market. At times, local foods may not be in
high demand because of the market visitors do not know how to prepare the item. Local chefs
can demonstrate recipes as well as suggest recipes. Tasting the flavors of products is a great way
to motivate visitors to purchase goods. Inviting a local restaurant not only benefits the market
with delicious prepared foods but also introduces customers and vendors to a new restaurant to
visit.
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Main Points: Consider bringing new faces to the market. To introduce new visitors, you have to
think out of the box:
• What demographic can you target that does not already attend the market but exists in
your community?
• Are local restaurants, chefs, or caterers interested in attending the market to demonstrate
recipes?
• Are you actively promoting the farmers’ market?
• What incentives can you create to keep the current people visiting the market?
Market Rules & Regulations
Keeping everyone happy may be difficult at times, but keeping the majority of people
happy is definitely possible. Consider having written market rules and regulations to make the
market run smoothly from start to finish. The rules and regulations of markets may vary from
community to community. Determining the values of the vendors and those organizing the
market is a good place to consider the regulations of the market. Start by defining a mission
statement for the market. The mission statement may guide the creation of the market by-laws as
it answers key questions about the market: “Why is this market being created? What is the
purpose of philosophy of this particular market? Who will benefits from this market [2]?” The
mission statement of the market should be readily available along with the rules and regulations.
Vendors may provide guidance in creating the mission statement along with the rules and
regulations as they actively participating in the market.
The main reason for regulations is to effectively manage a market and provide guidance
to the vendors and customers. The market rules and regulations are a contract between the
vendor and the farmers’ market [25]. If the vendors are local and fully raise/grow their products,
a regulation may include only having locally grown/raised products. This regulation, for
example, may keep out vendors that buy their products at supermarkets and then make them in a
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different location. Limiting the market to only local vendors may promote local foods from your
state. This regulation may exclude vendors that import their goods from other locations. In
considering the regulations for the farmers’ market, take into account the ramifications of the
regulation. Having regulations in place may assist market managers in explaining the purpose or
reason for making a decision. A situation may arise where a new vendor wants to sell peanut
brittle in Rhode Island but the particular market only allows locally grown products; if peanuts
are not easily grown in RI, this vendor may not be able to participate in the market. Rules also
may include the quality standards of the products sold and the cleanliness of the stands. If the
market requires individual vendors to have liability insurance, make sure to get copies and other
required forms. If the market has rules and regulations, make sure everyone including the market
manager follows the terms. Setting a good example is part of a successful market.
Many rules and regulations are similar throughout markets across the country, especially
those regarding posting prices, certified scales, organic certifications, and other state laws.
Asking other existing markets for input on producing individualized rules and regulations may
be helpful. Defining the vendors available at the market may also assist in forming the rules. If a
market has produce and local artists, rules regarding the inclusion of different types of vendors
may be part of the regulations. These rules and regulations become an unofficial or official
contract of the standards the vendors must adhere.
Main Points: Rules and regulations may be difficult to produce, but these are very helpful when
guidance is needed. Things to consider as part of the rules and regulations:
• How local is local for the farmers’ market?
• Can artists be involved in the market or is the market strictly food goods?
• Can new vendors be introduced to the market throughout the season?
• Who has the ultimate authority to decide what happens to conflicting vendors, new
vendors, etc?
• How accessible and attainable are the market rules and regulations?
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Turn the Good to Better, and the Better to Best
A market can always make room for improvement. Week to week, season to season,
making the market more efficient and sustainable, turns a good market into a fantastic market.
The easiest improvement for a farmers’ market is publicity. Regardless of how much a market
appears in the newspaper, online, throughout the city, more publicity is always welcome. Create
effective publicity that is not too costly but can make a difference [2]. Good places to publicize
the market include visible, high traffic areas such as the public library and schools. Making small
posters with the date, time, and location of the farmers’ market as well as bookmarks are
efficient ways of promoting the market without creating a lot of waste. Many small businesses
enjoy the farmers’ market because it is a local community-oriented event; these businesses many
times reach the key audience of markets and are eager to promote the market. Publicize the
market in as many ways and medias that one can develop. Programs are available to create
podcasts and PSAs (public service announcements) for local radio and television stations. Free
programs such as Audacity are available online to sound edit and record PSAs [26]. Thirty
seconds on the air is enough time to create a PSA about the local farmers’ market and the
nutritious foods.
Listen to customers for suggestions regarding times and days that work best for their
schedules. Many customers enjoy morning markets to get errands done in the beginning of the
day. Others like afternoon markets so as to visit after work. New vendors may be introduced to
the market with enough customer interest. A large part of the farmers’ market is the interaction
between farmers and customers; listen to the suggestions and consider each one with equal
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standing. Knowing that the market has opportunities and foods for all sorts of people is a great
accomplishment at the end of the season.
Parking is a difficult part of making a market better especially if it becomes a limiting
resource as the market gains popularity. If parking is not available, visitors may not stop and
shop. Finding a perfect location with ample parking is ideal, yet highly unlikely. Make sure
alternate areas are available for parking, such as side streets or other lots. Clearly marked parking
signs can guide market patrons to the correct area. Be aware that illegal parking in certain areas
may cause accidents and problems. Avoid situations where parking may become a hazard to
those walking to the market as well as those at the market. If security is deemed necessary, many
times police may deal with parking issues to avoid traffic accidents. Provide ample parking to
reduce the stress of the customers and vendors. Another option for parking is finding a location
that is accessible via bicycle or public transportation. Bicycles also require parking spaces;
finding a bike rack or other areas where bicycles may be placed makes visits easier. Some
farmers’ markets in Rhode Island have bicycle valets, which allow customers that area via
bicycle to have their bicycle brought to a safe area [14]. Promoting green transportation, such as
bicycles, that reduce carbon emissions is a green way to deal with parking at a farmers’ market.
Local food recipes are always welcome at a market. Providing simple recipes for
innovative dishes may spark the palate of patrons. Many vendors are full of ideas and recipes for
their produce and the foods that pair well with them. Producing recipes for customers is a great
way to encourage eating fresh produce and local foods. Many customers will not know what do
to with particular foods they have never seen or heard about before: be ready for them with
practical recipes or possible suggestions. Vendors are excellent at knowing almost everything
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about their goods. Knowing where a food comes from and how it’s eaten, makes for a satisfied
consumer. Local recipes are great ways to get the food from the farm to the table.
Main Points: In making a market more efficient and successful, consider where the audience is
located. Consider the following questions for market improvements:
• Where could parking at the market be expanded? Are bike valets an option?
• Are alternate forms of publicity available in the area such as PSAs and bookmarks?
• Are market patrons happy with the day of the week the market runs? Could the market
expand to another location or day of the week with equal success?
• Are recipes easily available for local foods at the market?
Measuring Success
A market’s success can be measured in a many ways. A direct way of monetizing the
success of a market is through an ex post Cost Benefit Analysis (CBA). By creating an ex post
study after the market occurs, the actual costs of producing a market can be seen in comparison
to the benefits in relation to the amount of visitors attended. Taking into account the potential
spillover spending will make a market successful for the community [21]. CBA’s are beneficial
in placing a monetized value to the market success. Ex post studies allow farmers to judge the
market in a non-biased approach if done correctly. Another way to measure the success of a
market may be done through Rapid Market Assessment tools developed by Oregon State
University Extension Service [19] and other institutions. The Federation of Massachusetts
Farmers Markets created a Rapid Market Assessment to incorporate visitor counts with dot
surveys [6]. Rapid Market Assessments tend to deal with dot surveys that may relay biased
answers even if measures are taken to remove visitors’ influenced decisions. A benefit of RMAs
is the input from market patrons dealing with the success of the market. Using the markets’
mission statement may be a way to determine the success of the market if the goals are explicitly
stated in the mission [12]. If the mission statement is upheld throughout the season, the purpose
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of the farmers’ market may be deemed a success. These tools are helpful for market organizers to
observe the growth of the market over time.
One way to qualitatively measure success at a market is by visually assessing the repeat
customers on a week to week basis. If a person continuously participates by returning, the market
has been successful in becoming a food destination for the visitor. Many market patrons enjoy
socializing at the market and are willing to share their thoughts about the successes and failures
of each market. One study from 1986 captured through photographs the “natural history of a
market [18],” and used these photos taken periodically from the opening day through the end of
the season to analyze the growth and comfort provided by the market. The success of a market
may be measured by the informal input of participants’ attitudes: are people enjoying themselves
at the market. A nonuse/non-market value may be attached to participants who stay at the market
longer to enjoy the fun of shopping at a market [1]. These nonuse values are difficult to
monetize, yet these can be observed especially by participants who stay at the market an extra
fifteen minutes to socialize rather than to shop. Participants may provide qualitative responses
for the market success.
A third way to measure the success of a market is related to the farmers. If vendors are
happy about their sales, one may presume the market is successful. Many farmers set daily or
monthly goals for their market revenues to determine the success of the markets throughout the
season. One way to politely ask vendors if they are content with the market is to, “survey your
vendors to get a wealth of information on what’s working and not working, and suggestions for
ways to improve the market [12].” Vendors’ satisfaction leads to a successful market. Vendors
may provide quantitative values of success.
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Main Points: Judging a market for quantitative success may be more difficult that qualitatively.
The following questions may determine ways to evaluate a market’s success:
• Do market patrons attend the market throughout the season?
• Will a RMA be useful to evaluate your market?
• Can a CBA determine all the costs and benefits of the market effectively?
• Are vendors content with their sales at the market?
• As a market manager, do you feel the markets’ mission statement is met throughout the
season?
Local Communities & Farmers’ Markets
In a world filled with globalization and innovating technologies, having the satisfaction
that the food on the kitchen table is safe and healthy is immense. Farmers’ markets provide an
opportunity for communities to sustain their lands in agriculture and their kitchen tables with
nutritious foods. Joining farmers and the community together produces an ambience unlike any
other. The shared relationship between farmers and market patrons becomes a essential part of
the market season. Local communities grow stronger within with the shared relationship at the
farmers’ market. These stronger community ties also produce another advantage at the markets:
an economic advantage. Markets can also help local economies by providing another platform
for farmers, vendors, and customers to come together. A big push for farmers’ markets is the
word local: markets keep money local, food travels shorter distances, and community ties are
strengthened.
Concluding Thoughts
Organizing and managing a farmers’ market is rewarding, stressful, pleasant, and timeconsuming. Having clear and defined goals for the market allows an attainable success and
leaves room for improvement and enhancement. A market will never be complete on the first try,
it takes time and experience for the event to run smoothly. Motivation for a hard working market
lies in many corners: in the smiling faces of the children, the satisfied farmers and vendors, the
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filled grocery bags of the patrons, to many other simple pleasures. Each week is an educational
experience in dealing with customers, learning about foods and seasons, new excitements, and
managing a market. If the farmers’ market organized efficiently, it will hopefully become
sustainable through the years. The dynamic nature of the market creates new challenges and
allows for growth. At the end of the market season, a sense of accomplishment is well deserved
for the success of a community, a farmers’ market.
Acknowledgements
The Charlestown Farmers’ Market was made possible with the help and financial support
of the Charlestown Land Trust, South County Conservancy. The Executive Director, Michael
Maynard, provided guidance in the formation of the farmers’ market and this blueprint for
developing local markets. Special thanks is also given to Dr. Peter August, Dr. Art Gold, the
Charlestown Land Trust Board of Directors, FarmFresh Rhode Island, and the University of
Rhode Island’s Outreach Center.
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Appendix 1:
Charlestown Farmers’ Market Data
The Charlestown Farmers’ Market season began in late May 2010 until the beginning of
October 2010. The afternoon market hosted at the Quonochontaug Grange ran on Fridays from
the beginning and end of the season, May 28th to June 18th and September 10th to October 1st. The
middle part of the season, June 25th to September 3rd, hosted a morning market at the Cross
Mills’ Public Library. Each market had a different environment due to the location. The
Quonochontaug Grange is located on Route 1, allowing visitors an evening food destination that
is near the highway. The afternoon market’s time frame, from 4-7pm, was aimed for
Charlestown citizens going home from work. Cross Mills’ Public Library is located on Route
1A, allowing visitors a morning food destination near many other local retail destinations. The
morning market’s time frame, from 9-12pm, was aimed for summer visitors, families with
children, and Charlestown citizens. The morning market provided entertainment for a greater
audience.
The market had the highest amount of visitors during the middle of the season at the
Cross Mills’ Public Library (CMPL). This market allowed a safer area to walk and shop due to
the security detail and the distance from the highway. CMPL is located next to protected open
space owned by Charlestown Land Trust with trails and benches available for market guests. By
including active demonstrations, such as educational watershed models and energy information
from the URI Outreach Center and the URI Energy Fellows, visitors participated in locally
important issues. Food demonstrations allowed vendors to show their products with recipes.
Local musicians provided entertainment to create an outdoor market atmosphere. The CMPL
market was designed to attract visitors who enjoy local foods, community, and the idea of
farmers’ markets.
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The Quonochontaug Grange market attracted a smaller crowd. This market was designed
for those visitors who are interested in farmers’ markets as an alternative to a supermarket. Due
to the dates of the afternoon market, many children were still in school and many summer
residents were not in the area.
A tally of the visitors of the market was taken during the season to understand the
audience of the Charlestown Farmers’ Market. The market’s overall gender ratio of patrons
reflects an increase of female visitors. This gender distribution could reflect the times the market
occurred, allowing more females to visit the market than males. Figure 1 demonstrates the
increased visits by female patrons at the Charlestown Farmers’ Market. Figure 2 shows the
percentage of females to males at both markets. The market showed 51% of visitors to be over
the age of fifty and 49% to be under the age of fifty. The distribution of ages shows that the
farmers’ market appealed to a broad demographic. Figure 3 shows the percentage of visitor ages.
By counting the amount of visitors at the market, the average amount of people per visiting
group may be found by dividing the total visitors by the total number of groups. The average
number of people per group visiting the market was about two per party. The seasonal market
demonstrated a shift of visitors at the CMPL market compared to the Quonochontaug Grange.
Figure 4 demonstrates the fluctuations in visitors. The decreased amount of visitors on
September 3rd is due to a hurricane in Rhode Island. The lack of data for October 1st is due to the
inclement weather that had few market patrons visit only two remaining vendors.
To analyze the success of the Charlestown Farmers’ Market, a cost benefit analysis was
produced for the Charlestown Farmers’ Market and for each of the individual markets,
Quonochontaug and CMPL. One may conclude that the Charlestown Farmers’ Market was
beneficial and successful. Individually, the Quonochontaug market was not as successful as the
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CMPL. In many sensitivity analyses, the Quonochontaug market actually created a deficit and
would not be sustainable in the future. Sensitivity analyses were run on the market patron visits,
farming costs, and the spillover effect. The spillover effect contributed greatly to the success of
the markets. Even though the Charlestown Farmers’ Market was an overall success, it was
mostly due to the large revenue produced by the CMPL market. The CMPL market was
frequented more often than the Quonochontaug Grange market.
Decisions about future markets in Charlestown may be made to reflect the data observed
through this season. A recommendation for future seasons would be to have this particular
market in the morning at CMPL rather than at the Quonochontaug Grange because of the
increase in visitors, which can translate to increase in farmer profits. This data can also help
make decision about which people should also be informed about the market to increase future
visits.
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Gender Distribution at Farmers' Market
400
350
300
250
Total Females
Total Males
200
150
100
50
1O
ct
Au
g
13
-A
ug
20
-A
ug
27
-A
ug
3Se
p
10
-S
ep
17
-S
ep
24
-S
ep
-J
ul
6-
-J
ul
30
-J
ul
23
Ju
l
16
Ju
l
9-
2-
Ju
n
Ju
n
25
-
Ju
n
18
-
11
-
28
-M
ay
4Ju
n
0
Date of Farmers' Market
Figure 1: Gender distribution at the Charlestown Farmers’ Market.
Gender Percentage at Charlestown Farmers' Market
36%
Total Females
Total Males
64%
Figure 2: Gender ratio at the Charlestown Farmers’ Market
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Age Distribution at Charlestown Farmers' Market
Total Under 50
Total Over 50
49%
51%
Figure
3: Age Distribution at the Charlestown Farmers’ Market.
Number of Visitors at Farmers' Market
600
500
400
Total Visitors
Total Visitor Groups
300
200
100
28
-M
ay
4Ju
n
11
-J
un
18
-J
un
25
-J
un
2Ju
l
9Ju
l
16
-J
ul
23
-J
ul
30
-J
ul
6Au
13 g
-A
u
20 g
-A
u
27 g
-A
ug
3Se
10 p
-S
e
17 p
-S
e
24 p
-S
ep
1O
ct
0
Date of Farmers' Market
Figure
4: Number of visitors at the Charlestown Farmers’ Market.
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Appendix 2:
Farmers’ Market Preparation Checklist:
•
Market Sponsor: ______________
•
Location ______________
•
Dates & Times for the Market ______________
•
Permits
o WIC/ SNAP/ Senior Coupons
•
Insurance
•
Security
•
Mission Statement
•
Rules & Regulations
•
Vendors
•
Publicity
o Posters
o Signs
•
Vendor Dues
o Sponsors
o Grants
•
Vendor setup diagram
•
Active Demonstrations
Keep a binder with important papers readily available at the market. This binder may
include this checklist, the mission statement, rules and regulations, market permits,
insurance papers, vendor information, vendor registration sheets, and other important
contact information.
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