2010 Manager and Vendor Study Report

The 124 page report is based on in-depth research (four focus groups and 12 individual interviews) and a
telephone measurement survey conducted among a cross section of market managers and farmer
vendors who participate in farmers’ markets in and around the Greenbelt (Ontario). The sample for the
structured telephone interview consisted of 60 Greenbelt‐based farmers and 40 market managers. This
research was conducted between November 2009 and February 2010 to understand market sales, operational characteristics, challenges, and other factors impacting markets.  This study parallels Greenbelt Farmers Market Network’s 2010 and 2012 Shopper Studies.

Healthy Habits: Farmers’ Markets Impacts on Customers: Greenbelt Farmers’ Market Network Research Survey 2012

A total of 386 farmers market shoppers completed the Greenbelt Farmers’ Market Network (GBFMN) online survey in January-February 2012. Shoppers from 58 different farmers markets took part in the survey with the concentration in two areas: Central Ontario (St. Catharines, Burlington, Hamilton, etc.) followed by Toronto. Prompted by insights gained in the 2010 study, the 2012 survey’s primary focus was on measuring the health impacts of farmers markets.

2010 Shopper Study Report

Greenbelt Farmers’ Market Network (GBFMN) in Toronto Ontario commissioned this study funded by the Friends of the Greenbelt Foundation. A total of 339 shoppers at farmers markets located in and around the Greenbelt participated in an online survey. Invitations to take part in the study were distributed at approximately 30 farmers’ markets in October to early November 2010.  The survey report covers shopper demographics, motivations, and perceptions about farmers markets.

Processed Food Application

This application for the Davis Farmers Market is provided for potential vendors of processed foods that are prepared off-site.

Crafters Information Sheet and Application for the Davis Farmers Market

This 2 page document includes relevant policies for potential crafters at the Davis Farmers Market as well as an application form.

Cooking Demonstration Tips

This three page handout includes nine tips for successful cooking demonstrations at farmers markets, with a checklist of equipment for displays, serving, and cleaning.

Community Group Information Sheet & Application

Davis Farmers Market’s policies and application form for socio-political and community groups seeking to have a booth at the market.

NOFA-VT Engaging the Community for Farmers Market Success

This 18-page guide covers a range of potential community partnership opportunities with schools, faith-based organizations, health and social service agencies, and individuals. Includes the hows, whys, and examples of successful funding, outreach, and volunteer partnerships that help farmers markets thrive.

The Power of POP: Oregon City Presents their Children’s Market Program

This FMC member webinar includes an introduction to the Power of Produce (POP) Club, which began in the Oregon City Farmers Market to provide local children with tokens to buy fruits and veggies, and also offers 27+ educational activities. The session covers mechanics of the program and how it has been replicated in other areas of the country.

• Jackie Hammond Williams, market manager, Oregon City Farmers Market. For children ages 5-12, the POP (Power of Produce) Club distributes $2 tokens for purchasing fruits and veggies at the market every time they shop (as long as funds allow). Shoppers and organizers from markets across the US and Canada have asked Jackie for advice on starting similar programming at their local markets; this webinar will serve as an overview of the program’s mechanics, its scalability, and ways to replicate.
• Natalie Roper, FMC intern, Charlottesville, VA. Natalie and a team of UVA students visited and evaluated the Oregon City POP program, then started their own version of the POP Club in Charlottesville! She will share their interpretation of the program, including how they adapted it to meet the needs of the team and the community. The UVA team is also creating a toolkit that is will be making available to FMC members in 2014. Stay in touch with POP on its facebook page.

Markets as Business Incubators: Strategies to Grow Your Vendor Base

Markets are constantly building relationships with partners to bridge to different communities, and they can also use the same skills and outreach strategies to re-engage and to add more vendors to the market itself. As obvious as it is that vendors go to markets to make money, there are strategies that can add value to your market so that vendors stay until they get to their economic comfort level.

This FMC member webinar was led by advocates for farmers and those markets using different “incentives” to build vendor relationships, and moderated by Darlene Wolnik, Independent Trainer and Researcher with Helping Public Markets Grow.

• Young Kim, Executive Director of Fondy Food Center in Milwaukee, WI shares how his organization works to assist immigrant farmers to use the market fully and how they work to find ways to add new skills and resources for those farmers.
• Peter Marks is Program Director of the Local Food and Farm Campaign for Appalachian Sustainable Agriculture Project, or ASAP, where his responsibilities include guiding ASAP’s local food marketing efforts, producing the Local Food Guide, and training farmers in marketing and business planning. Peter staffs the Mountain Tailgate Market Association, a group of 22 farmers’ markets in 8 counties. He worked with a group of farmers to launch the Asheville City Market, run by ASAP since 2008.