Stagnant, Saturated, or Ready to Surge? Strategic Marketing Investments for Vermont’s Direct to Consumer Markets

This report was commissioned by NOFA-VT to understand how current trends in food retailing and consumer values shape the opportunities and challenges for Vermont’s direct-to-consumer food marketers. The report is based on secondary research and interviews with 28 direct marketing stakeholders conducted from June– September 2017.
Through this report we ask:
With so many market outlets, is the local foods marketplace saturated? Is there still room for direct markets to provide viable outlets for producers? What strategies can we employ to support and strengthen
Vermont’s direct markets?

Consumer Insights to Support Messaging for Vermont Direct Markets

This study examines responses from three focus groups and two online surveys of in state and out-of-state food consumers in Vermont to determine the frequency, motivation, and barriers of shopping at direct markets.

A PRACTICAL GUIDE TO PHOTOVOICE: SHARING PICTURES, TELLING STORIES AND CHANGING COMMUNITIES

A community approach to using a participatory action research method that employs photography and group dialogue as a means for marginalized
individuals to deepen their understanding of a community issue or
concern. The visual images and accompanying stories are the tools
used to reach policy- and decision-makers.

Focusing on SNAP: Farmers Markets and Focus Group Outreach

With funding from the USDA Food and Nutrition Service’s Farmers Market SNAP Support Grants (FMSSG), five market organizations employed focus groups in 2016 to refine their SNAP marketing strategy and uncover any remaining barriers for SNAP shoppers at farmers markets.This case study profiles those efforts and includes links to available resources and contact information.

COUNTING SHOPPERS at YOUR FARMERS MARKET

Guide to counting shoppers using RMA or walkthrough methods.

SNAP at the market: Focus Group Findings

Report from the Greater Rochester Farmers Market SNAP Collaborative on the findings of their 2016 focus group. The focus group of farmers market SNAP shoppers was convened to 1) better understand the current perceptions and behaviors of SNAP participants relating to using SNAP at the participating farmers markets and 2) to identify salient messages and mediums for an effective marketing campaign to increase SNAP utilization at farmers markets.

Market voucher program

Application, survey and outreach materials for voucher program to benefit low-income shoppers. Working in conjunction with two area schools, 40 participants were identified to receive $80 in market vouchers, redeemable for market tokens. Documents available at Dropbox link. Grant proposal attached to this main submission.

SNAP/SNAP Match Brochure

A brochure listing SNAP-authorized and SNAP match markets in the Portland, Oregon metro area. Available in English, Spanish, Arabic, Simplified Chinese, Vietnamese, Russian.

Fostering Community Benefits: How Food Access Nonprofits and Hospitals Can Work Together to Promote Wellness

The report, released by The Food Trust, a Philadelphia-based nonprofit committed to food access issues, outlines how nonprofit hospitals can partner with food access nonprofits to use farmers markets as a way to promote health and wellness within the local community

Your Edge in a Changing Marketplace: Thinking like a Retailer

Farmers markets are no longer the only option for shoppers seeking locally grown foods. Is your markets’ brand, products, and shopping experience keeping pace with an evolving marketplace? Learn about savvy retailer strategies to understand and promote your best assets and make your customers feel special.  This session will offer a variety of strategies to help put your market in the spotlight and grow customer loyalty to keep you on the cutting edge of the changing local food landscape.

Co-hosted with the Pennsylvania Association for Sustainable Agriculture

Presenter: Eric Barrett, Ohio State University Extension
Moderator: Brian Moyer, Penn State University Extension

Webinar Resources (pdf)
Webinar Slidedeck (pdf)