Direct from Tennessee Farmers Marketsindicating there was a farmers market(s) were then called to...
Transcript of Direct from Tennessee Farmers Marketsindicating there was a farmers market(s) were then called to...
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PB1771
Direct from Tennessee Farmers Markets:
Extension
Observations, Quotes and Data from
Market Managers, Vendors and Customers
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ThispublicationwasmadepossibleinpartbyanagreementwithUSDARuralDevelopmentandtheTennesseeDepartmentofAgriculturewithfundingassistanceprovidedfromthesaleofagriculturalspecialtylicenseplates(the“AgTag”).Fundsgeneratedfrom“AgTag”salesarereturnedtotheagriculturalcommunityintheformofgrantsforyouthprograms,marketdevelopmentprojectsandotheragriculturalactivities.AdditionalinformationaboutTennesseeagriculturalproductsandthe“AgTag”isavailableattheTennesseeDepartmentofAgriculture’spromotionalWebsite,www.picktnproducts.org.
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Direct from Tennessee Farmers Markets:
Observations, Quotes and Data from Market Managers,
Vendors and Customers
June 2007Megan L. Bruch
ExtensionSpecialistCenter for Profitable Agriculture
Rob Holland
ExtensionSpecialistCenter for Profitable Agriculture
Anne DaltonExtensionAssistant
Center for Profitable Agriculture
CONTENTS
Foreword............................................................................................................................................................................... 4
Acknowledgments................................................................................................................................................................. 4
ResultsofInquirywithTennesseeFarmersMarkets............................................................................................................ 5
InTheirOwnWords–ObservationsandQuotesfromOn-siteVisitstoTennesseeFarmersMarkets................................................................... �4
Summary............................................................................................................................................................................. �9
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FOREWORD
Thispublicationrepresentsasummaryofinformationobtainedduringmonthsoftelephoneinquiriesandon-sitevisitswiththemangers,vendors,leadersandcustomersofcommunityfarmersmarketsacrossTennesseeduringthe�006marketingseason.Thetelephoneinquiriessoughtoperationalinformationaboutspecificmarketsfromthemarketmanagersandmarketleaders.Operationalinformationincludedyearsinoperation,typesoffacilities,typesofvendors/products,numberofvendors,daysandhoursofoperation,vendorfeestructureandotherissues.Theon-sitevisitsprovidedopportunitiestoexperiencethecultureofdifferentmarkets,takephotographsandcapturequotesfromvendors,customersandmanagers.Visitsweremadetofarmersmarketsacrossthestate.Wehavestudied,witnessedandexperiencedfarmersmarketstodevelopthiseducationalpublicationanditscompanionpublication,“AGuideforConsideringandDevelopingaFarmersMarketinTennessee,”UTExtensionPB�770.
WeappreciatethegreatpartnershipsthatexistbetweentheCenter for Profitable Agriculture,theTennesseeDepartmentofAgricultureandUSDARuralDevelopment.AspecialthanksisextendedtoTDAandRuralDevelopmentfortheassistanceprovidedinthedevelopmentandprintingofthispublicationand“AGuideforConsideringandDevelopingaFarmersMarketinTennessee.”
Weintendforthepublicationtobeusedintandemwith“AGuideforConsideringandDevelopingaFarmersMarketinTennessee”bythosewhoareconsideringanewfarmersmarketorattemptingtorevitalizeanexistingmarket.Itprovidesanoverviewofthevariationthatexistsinoperationalissuesamongthefarmersmarketsacrossthestateandprovidesinterestingquotesandobservationsinthewordsofactualvendors,customersandmarketleaders.
RobHollandandMeganBruchCenter for Profitable Agriculture
ACKNOWLEDGMENTS
AppreciationisexpressedtotheTennesseeDepartmentofAgriculture,theTennesseeFarmBureauFederationandtheTennesseeFarmersMarketAssociationforthenumberofwaystheseorganizationsprovidecorporatesupporttofarmersmarketsandforthemanywaystheyhavesupportedthedevelopmentofthispublication.
AppreciationisextendedtoJoeGaines,AssistantCommissionerTennesseeDepartmentofAgriculture;PaulNordstrom,ChiefofMarketingServices,TennesseeDepartmentofAgriculture;andJoePearson,DirectorofCommodities,TennesseeFarmBureauFederation;fortheirleadershipintheinitiationoftheprojectthatlaunchedthedevelopmentofthispublication.FundingforthedevelopmentandprintingofthispublicationwasprovidedthroughanagreementwithUSDARuralDevelopmentandtheTennesseeDepartmentofAgriculturewithfundsprovidedfromthesaleofagriculturalspecialtylicenseplates(the“AgTag”).
Specialthanksisextendedtothemanymarketmanagers,boardmembersandcountyExtensionagentswhoprovidedspecificmarketoperationinformationtobeincludedinthispublication.Wealsoextendthankstothemarketmanagers,vendorsandboardmemberswhoreviewedthispublicationpriortoprintingandprovidedinputandsuggestions.
SpecialappreciationisextendedtoKimMartinez,BenSandersandAmandaZiehlfortheirassistancewiththeon-sitevisitsandtheirvariouscontributionstothisdocument.Specialappreciationisalsoextendedtothefollowingmembersoftheteamthatprovidedtheprofessionalpeerreviewofthiseducationalpublication:
LauraFortune–TennesseeDepartmentofAgricultureJoeGaines–TennesseeDepartmentofAgriculture
CharlieHall–UTExtension,AgriculturalEconomicsBillMorris–UTExtension,FoodScienceandTechnology
PaulNordstrom–TennesseeDepartmentofAgricultureAnnetteWszelaki–UTExtension,PlantSciencesMichaelWilcox–UTExtension,AgriculturalEconomics
Finally,specialrecognitionisextendedtoWandaRussellandKimStallingsfortheirdedicatedservicetotheediting,layoutandgraphicdesignofthispublication.
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Results of Inquiry with Tennessee Farmers Markets
BackgroundFarmersmarketsvarysignificantlyintheiroperatingproceduresandcharacteristics.Forexample,somearelooselyorganizedwithnowrittenguidelinesandnodesignatedpersonincharge,whileothershavewrittenbylawsalongwithaboardofdirectorsandapaidmarketmanager.Somefarmersmarketsareheldinparkinglotswithgoodssolddirectlyfromvehicles,whileothersareheldinpermanentstructures.Thedifferencesarenumerous.
ItmaybehelpfultolearnaboutandunderstandsomeofthedifferencesandsimilaritiesinoperatingproceduresandcharacteristicsofTennesseefarmersmarkets.Thisinformationmaybeusefulforthosewhoareformingorimprovingfarmersmarketstoseehowothersaredoingthings.Itmayalsobehelpfultoeducatorsandpublicagenciesindeterminingtheresourcesneededbyfarmersmarketsinthestate.
Duringthesummerof�006,theCenter for Profitable Agricultureconductedinquirieswith55Tennesseefarmersmarkets(Table�).Extensionagentswerefirstaskedviae-mailwhetherornottherewasafarmersmarketintheircounty.Agentsindicatingtherewasafarmersmarket(s)werethencalledtodeterminethebestcontactpersonforthemarket.
Table 1. Tennessee Farmers Markets by County, City and Market Name
County City Market Name
1 Anderson Oak Ridge Oak Ridge Farmers Market
2 Bedford Wartrace Wartrace Farmers Market
3 Bedford Shelbyville Bedford County Farmers Market
4 Benton Camden Benton County Farmers Market
5 Blount Maryville Maryville Farmers Market
6 Bradley Cleveland Bradley County Farmers Market
7 Cannon Woodbury Cannon County Farmers Market
8 Cheatham Ashland City Ashland City Open-Air Market
9 Coffee Manchester Coffee County Farmers Market
10 Cumberland Crossville No name
11 Davidson Nashville Nashville Farmers Market
12 DeKalb Smithville Smithville Farmers Market
13 Dickson Dickson Dickson County Farmers Market
14 Fayette Somerville Fayette County Farmers Market
15 Franklin Sewanee Sewanee Gardener’s Market
16 Franklin Winchester Southern-Middle Tennessee Producers Association
17 Gibson Trenton Trenton Gin’s Farmers Market
18 Giles Pulaski Farmers Market
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19 Greene Greeneville Downtown Farmers Market
20 Hamblen Morristown Morristown Farmers Market
21 Hamilton Chattanooga Chattanooga Market
22 Hancock Sneedville Hancock County Farmers Market
23 Hawkins Rogersville Rogersville Farmers Market
24 Henry Paris Henry County Farmers Market
25 Hickman Centerville Hickman County Farmers Market
26 Humphreys Waverly Humphreys County Farmers Market
27 Knox Knoxville Knoxville Farmers Market
28 Knox Knoxville Market Square Farmers Market
29 Lewis Hohenwald Farmers Market at Hohenwald
30 Lincoln Fayetteville Fayetteville Farmers Market
31 Loudon Loudon Loudon Thursday Farmers Market
32 Macon Lafayette Macon County Farmers Market
33 Madison Jackson West Tennessee Farmers Market
34 Maury Columbia Columbia Fresh Farmers Market
35 McMinn Athens/Etowah McMinn County Farmers Market
36 Montgomery Clarksville Montgomery County Farmers Market
37 Morgan Wartburg Wartburg Farmers Market
38 Overton Livingston Livingston/Overton County Farmers Market
39 Putnam Cookeville Cookeville Community Farmers Market
40 Rhea Dayton Rhea County Farmers Market
41 Rutherford Murfreesboro Rutherford County Farmers Market
42 Shelby Memphis Agricenter Farmers Market
43 Shelby Memphis Memphis Farmers Market
44 Smith Carthage Smith County Farmers Market
45 Sullivan Bristol State Street Farmers Market
46 Sullivan Kingsport Kingsport Farmers Market
47 Tipton Covington Mid-South Farmers Market
48 Warren McMinnville Warren County Farmers Market
49 Washington Grey Appalachian Fair Farmers Market
50 Washington Johnson City Johnson City Farmers Market
51 Washington Jonesboro Johnson City Farmers Market
52 Weakley Martin Martin Area Farmers Market
53 White Sparta White County Farmers Market
54 Williamson Franklin Franklin Farmers Market
55 Wilson Lebanon Lebanon/Wilson County Farmers Market
County City Market Name
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Marketcontactsthenweretelephonedtodiscussoperatingproceduresandcharacteristics.Itshouldbenotedthatthesecontactswerediverseintheiroccupationsandroleswiththemarkets.ThecontactsincludedExtensionagentsandotherstaff,ChamberofCommercerepresentatives,USDAemployees,downtownorganizationemployees,farmersmarketmanagersandothers.Thecontactsalsovariedintheamountofdetailknownaboutthemarket,especiallywhendiscussingcharacteristicsofthemarket,suchasthenumberofvendorsorcustomers.Muchoftheinformationtheyprovidedwere“educatedestimates.”Therefore,whiletheinformationlearnedthroughconversationswithmarketcontactsandsummarizedbelowmaybeinterestingandhelpfulinseveralways,thedataandinformationpresentedshouldnotbeconsideredscientificresults.
Information Learned through Conversations with Market ContactsThroughconversationswithmarketcontacts,informationwasgatheredregardingcharacteristicsofTennesseefarmersmarkets.Asummaryofseveraltopicsfollows,includingyearsofoperationandmarketstatus;operatingpoliciesandmanagement;months,daysandhoursofoperation;vendors,vendorfeesandproductavailability;farmersmarketcustomers;andspecialeventsatmarkets.
Years of Operation and StatusThe55Tennesseefarmersmarketscontactedvariedwidelybythenumberofyearstheyhadbeeninoperation.Interestingly,sixmarketswereintheirfirstyearofoperation,whileonemarketreportedahistoryof���years.Seventeenmarkets(��percent)hadbeenopenforlessthanfiveyears,andanothersixmarkets(��percent)hadbeenopenfor�0orlessyears(Figure�).Tenmarkets(�8percent)hadbeenopenbetween��and�0years,while��markets(40percent)hadmorethana�0-yearhistoryofoperation.
Figure 1. Number and Percent of Markets by Years of Operation
Thefarmersmarketcontactswereaskedtoclassifythestatusofthemarketas“fledgling,”“stable,”“growing”or“declining.”Fortypercentofthecontacts(��)describedtheirmarketsas“growing”andathirdofmarkets(�8)weredescribedas“stable”(Figure�).Twoothermarkets(4percent)weredescribedas“growing/stable.”Twenty-twopercentofmarkets(��)wereclassifiedas“fledgling.”Onlyonemarketwasdescribedas“declining.”
22, 40%
Less than 5 years 5 to 10 years More than 20 years11 to 20 years
17, 31%
6, 11%
10, 18%
8
Declining, 1, 2%
Stable, 18, 33%
Growing/Stable,2, 4%
Growing, 22, 39%
Fledgling, 12, 22%
Figure 2. Number and Percent of Markets by Status
Operating Policies and ManagementThoseconsideringtheformationofafarmersmarketareoftencuriousabouthowoperatingproceduresaredefinedandhowamarketismanaged.Contactsfor46ofthemarkets(8�.6percent)indicatedtheyhadwrittenpolicies,bylawsand/orprocedures.Ninefarmersmarkets(�6.4percent)didnothavewrittenpolicies,bylawsand/orprocedures.
Tennesseefarmersmarketsaremanagedbyavarietyofindividualsandgroupsofindividuals(Table�).Amanagerandboardofdirectorsareresponsibleforthemanagementof�4(�6percent)ofthe54marketcontactsresponding.Amanager,directororcoordinatorisresponsibleformanagementof�0markets(�9percent).Sixmarkets(��percent)aremanagedbyanExtensionagent,incombinationwithanotherofficial(s)fromtheChamberofCommerce,citygovernment,BoardofDirectorsorvolunteers.Fivemarkets(9percent)havenoofficialmanagementandanotherfivemarketsaremanagedsolelybythecountyExtensionagent.Aboardofdirectorsorvendorsmanagefourmarkets(7percent),andanotherfourmarketsaremanagedbyagovernmentagencyemployeesuchasfromthecity,countyoranagencyofUSDA.Aprivatemarketownermanagesthreemarkets(6percent),andaChamberofCommerceormerchantsassociationmanagestwomarkets.Onemarketismanagedbyvolunteers.
Table 2. Farmers Market Management
Description of Management Official(s)Number of
MarketsPercent
of Markets
Manager and Board of Directors 14 26
Manager/Director/Coordinator 10 19
Extension Agent and Others (Chamber, City, Board or Volunteers) 6 11
None 5 9
Extension Agent 5 9
Board of Directors/Vendors 4 7
Government Agency Employee (City, County, USDA) 4 7
Private Owner 3 6
Chamber or Merchants Association 2 4
Volunteers 1 2
Total 54 100
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Inconversationswithmarketcontacts,itwasclearthattheterm“manager”wasrelatedtoawiderangeofcompensationorbenefitsreceivedbythatpersoninreturnforhis/herservices.Compensationrangedfromnone(volunteer)toaformalsalaryorapercentageoffees.Thoughsomemanagersdidnotreceiveanypay,someenjoyperkssuchasusingthebeststallorboothspaceifthemanagerisalsoavendoratthemarket.
Months, Days and Hours of OperationThemonths,daysandhoursofoperationalsovariedwidely.Manyofthecontactsstatedthatthemarketoperationwasbasedonproductavailabilityandoffereda“typical”scheduleofoperation.Ofthe54marketsprovidinginformationonoperationtimes,sevenoperatedyear-round.Threeofthesewereopensevendaysaweek,whileanotherthreewereopenMondaythroughSaturday.Oneyear-roundmarketwasonlyopenonSaturday.Sixoftheyear-roundmarketswereopenallday,whileoneopenedonlyintheafternoonhours.
Theremaining47marketsareseasonalinnatureandthesemarketsvarybythemonthsofopeningandclosing(Tables�and4).ThemostfrequentmonthforopeningmarketswasMaywith��markets(4�percent).Junewasthesecondmostpopularmonthtoopenwith�7(��percent).Sixmarkets(��percent)openedinApril,andtwomarketsopenedinMarch.
Octobersawtheclosingofthemajorityofmarkets(�0marketsor56percent).Eightmarkets(�5percent)closedinSeptember,andseven(�4percent)closedinNovember.OnemarketclosedinAugust,andoneclosedinDecember.
Table 3. Number and Percent of Seasonal Markets Opening by Month
Month Market OpensNumber of
MarketsPercent of Markets
March 2 4 April 6 13 May 22 47 June 17 36
Total 47 100
Table 4. Number and Percent of Markets Seasonal Closing by Month
Month Market ClosesPercent of Markets
Percent of Markets
August 1 2 September 8 17
October 30 64 November 7 15 December 1 2
Total 47 100
Marketsareopenfromonetosevendayseachweek.Somemarketsvarythenumberofdaystheyareopenacrosstheseason.ThemostfrequentdayformarketstobeopenisSaturday,whenmorethanhalfofthemarketsareopen(Figure�).AlmostaquarterofmarketsareopenonTuesday.Tenmarkets(�9percent)areopenonThursdayandFriday.EightmarketsareopenonWednesday.FourmarketsoperateMondaythroughSaturday,andthreemarketsoperateallsevendaysoftheweek.OnemarketoperatesMondaythroughFriday.
�0
Figure 3. Number of Markets Open by Days
Determiningspecificoperatinghourswasdifficult.Contactsoftendescribedoperatinghoursassomevariationof“wheneverthevendorarrivesuntiltheyaresoldout.”Almost70percentofmarkets(�7),however,wereopeninthemorninghours.Fifteenpercent(eightmarkets)wereopenafternoons,and�7percent(ninemarkets)wereopenallday.
FacilitiesFacilities,orlackthereof,alsodistinguishfarmersmarketsfromoneanother.AmajorityofTennesseefarmersmarketswereheldintheopenair,suchasinparkinglots,vacantlotsandparks.Thirty-sixofthe55marketscontacted(58percent)wereheldin“uncovered”locations.OtherTennesseefarmersmarketswereheldinstructuressuchasbuildings,shedsorpavilions.Nineteenmarkets(�5percent)wereheldinthesetypesof“covered”facilities.
Vendors, Vendor Fees and Products AvailableFarmersmarketswouldnotbepossiblewithoutvendorparticipationandproductavailability.Somemarketslimitvendorstolocal-areafarmers,whileothersareopentoothersellers.Allofthemarketsinthisinquiryincludedlocalareafarmersasvendors(Figure4).Sixteenmarkets(�9percent)alsoincludednurseries.Artistsandcraftspeoplewerepresentin��markets(��percent).Resellerssoldat�0markets(�8percent),andwholesalerssoldattwo.
Figure 4. Number and Percent of Types of Vendors at Markets
Num
ber o
f Mar
kets
Tues
day
30
35
25
20
15 13
810
1
29
4 3
1010
5
0
Wedne
sday
Thursd
ayFrid
ay
Saturda
y
Mon to
Fri
Mon to
Sat
7 Day
s
Num
ber o
f Mar
kets
Loca
l Area
Farmers
Nurseri
es
Artists/
Craftsm
en
Reselle
rs
Wholes
alers
Other
55
1612 10
2 4
60
50
40
30
20
10
0
��
Thenumberofvendorsofferingproductsforsalecangreatlyimpactthesuccessofafarmersmarket.Morethanhalfofthecontactsresponding(�8)hadanaverageof�0orfewervendorspermarketday(Figure5).Tenmarkets(�9percent)averagedbetween��and�0vendors.Sixmarkets(��percent)averaged��to�0vendorspermarketday.Fourmarketsaveragedbetween��to40vendors,andfivemarketshad4�ormorevendorsonaveragepermarketday.
Figure 5. Number and Percent of Markets with Their Average Number of Vendors Participation Per Market Day
Severaltypesoffeeschedulesforfarmersmarketvendorswereusedacrossthestate.Thirteenmarketsrequiredanapplicationormembershipfeeofbetween$5and$�0.Theaverageapplicationormembershipfeewasjustlessthan$�5.Inadditiontoanapplicationormembershipfee,fivemarketschargedapercentageofsales,withfourmarketscharging4percentandonemarketcharging8percentofsales.Inadditiontoamembershipfee,eightmarketschargedaflatfeebetween$�and$�0perday,withanaverageof$4.50perday.
Marketsthatdidnotchargemembershiporapplicationfeesalsohadvariouspricingmethods.Feeswerechargedbytheday,week,monthand/oryear/season.Dailyratesrangedfrom$�to$�0.Weeklyratesrangedfrom$5to$�0.Monthlyratesrangedfrom$�0to$�55,andyearlyratesrangedfrom$�5to$�50.
Somemarketschargedhigherfeesforvendorswhowerenotfromthecountyorstate.Theseout-of-county/statefeeswereasmuchasdoublethefeeforin-countyorin-state.Higherfeeswerealsochargedinsomecasesforvendorswhoreservedaspaceorforcraftversusfoodvendors.Somemarkets,however,chargednofeesatall.Twenty-onemarkets(44percent)hadnofeesforvendors.
FarmersmarketvendorsinTennesseeofferedavarietyofproducts(Figure6).Aswouldbeexpected,all55marketsofferedfruitsandvegetables.Greenorfloweringplantswereofferedat48markets(87percent).Forty-fourmarkets(80percent)offeredjams,jellies,honey,etc.,and4�offeredbakeryproductsforsaletocustomers.Artandcraftsweresoldat�6markets(47percent),andready-to-eatfoodswereofferedat�9markets(�5percent).�
�Itshouldbenotedthatconcernwasexpressedbysomemarketcontactsaboutregulationofvalue-addedfoodproductssuchasjamsandjellies,cannedgoods,honeyandbakedgoods.Marketcontactsmaynothaveincludedtheseproductsintheirlistofproductsofferedwheninfactsomeoftheseproductsareofferedatthemarket;therefore,numbersofmarketsofferingtheseproductsforsalemaybeunderstated.Regulationsatthetimeoftheseconversationsprohibitedthesaleofprocessedfoodsmadeinhomekitchens.Processedfoodproductshadtobemadeincommercial,inspectedfood processing facilities using specified Good Manufacturing Practices.
5, 9%
4, 8%
6, 11%
10, 19%
10 or less11 to 20
31 to 4021 to 30
41 or more28, 53%
��
Num
ber o
f Mar
kets
LocalResidents
Tourists RestaurantOwners
RoadsideStand
Owners
Resellers Florists
53
2015
3 1 1
60
50
40
30
20
10
0
Num
ber o
f Mar
kets
Fruits
& Vegeta
bles
Green/F
loweri
ng Plan
ts
Jams/J
ellies
/Honey
etc.
Bakery
Produc
tsOthe
r
Arts/Craf
ts
Ready
to Eat
Foods
60
50
40
30
20
10
0
Figure 6. Number of Markets with Types of Products Available
Farmers Market CustomersCustomersareavitalcomponentofaviablefarmersmarket.Localresidentswereidentifiedascustomersatalloftherespondingmarkets(Figure7).Touristswereidentifiedascustomersat�0markets(�8percent).Fifteenmarkets(�8percent)hadrestaurantownersascustomers,androadsidestandownerswerecustomersatthreemarkets.Resellerswerecustomersatonefarmersmarket,andfloristswereidentifiedascustomersofonemarket.
Figure 7. Number of Markets with Types of Farmers Market Customers
��
TheaveragenumberofcustomersvisitingtherespondingTennesseefarmersmarketsperdayvariedwidely(Table5).Fourmarketsreportedtheaveragenumberofcustomersbeinglessthan�0perday.Fifteenmarkets(�8percent)reportedbetween�0and50customersperday.Sixmarketcontactsindicatedaveragecustomernumberscouldreachmorethan�,000perday.
Table 5. Average Number of Customers at Markets
Number of CustomersNumber of
MarketsPercent of Markets
Less than 20 4 8 20 to 50 15 28 51 to 100 5 9 101 to 200 8 15 201 to 300 6 11 301 to 400 3 6 401 to 500 2 4
501 to 1000 4 8 More than 1000 6 11
Total 53 100
Marketing StrategiesMarketcontactswereaskedabouttheuseoftwomarketingstrategiesattheirfarmersmarkets--Websitesandspecialevents.WebsitesarenotusedwidelybyTennesseefarmersmarketsasamarketingtool.Ninecontacts(�6percent)indicatedthattheirfarmersmarkethadaWebsite.Theremaining46markets(84percent)didnothavetheirownWebsite.Somecontactsindicatedthattheirfarmersmarketsarementionedorlistedonothersitesbutdidnothavetheirownsite.
Specialeventscanhelpdrawcustomerstofarmersmarketsorshowappreciationtovendorsorothermarketsupporters.Fifteenmarkets(�7percent)reportedholdingspecialeventsforvendorsorcustomers.
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In Their Own Words – Observations and Quotes from On-site Visits to Tennessee Farmers MarketsInthesummerof�006,representativesfromtheCenter for Profitable Agriculture conductedon-sitevisitsto��Tennesseefarmersmarkets.Thepurposeofthesevisitswastoobservehappeningsatthemarket,viewfacilitiesandtalkwithvendorsandcustomersabouttheirexperiences.Thischapterprovidesquotesfromvendorsandcustomersaswellaspersonalobservationsonseveraltopicsincludingmarketlocationandfacilities,daysandhoursofoperation,managementandrules,farmersmarketmarketing,productavailability,whyvendorsmarketatfarmersmarketsandwhycustomersshopatfarmersmarkets.
Location and Facilities
“Thefacilitieswereverynice.Acovered,attractiveshedprovidedshelter.Therewereampleandconvenientparkingspots,andseparateentrancesforvendorsandcustomers.Anicebathroomfacilityisalsoonthepremises.ThelocalMasterGardenersmaintainedthegroundswithnicelymanicuredlawnsandlushflowerbeds.”
“Isellatthismarketbecauseoftheshadeandthefacilities.Themarketinmyhomecountyisaparkinglot.Theproduceisnogoodthereaftersittinginthehotsunforhalfaday.”
“Somesayweneedafacilityratherthanthisparkinglot.I’mnotsureit’snecessary.”
“Thepurposeofthepavilionisforthefarmersmarket;however,itisusedformanyothereventsthatareapprovedbythecity.”
“Wethinkthattheparkingatthemarketactuallyinfluencespurchases.Ifthecustomersmustwalktoofar,theydonotbuyasmuch.”
“Vendorscomethenightbeforethemarketorasearlyas�:00a.m.toreserveaspotunderthebuilding.”
“It’samatteroflocation–it’swhatitamountsto.Themarketmustbevisiblefromtheroad.Signshelpalittle.”
“Findingasuitablelocationforthemarketisachallenge.Itmaybeherenextyear,oritmaybesomewhereelse.”
“Bathroomfacilitiesarereallyanecessityatafarmers’market–bothforthevendorsandthecustomers.”
“Weneedapermanentlocationthatisinahigh-trafficarea.Wehaveagoodsettingherebutthelocationisnotideal.Weneedmoretraffic.”
“Ithinkapermanentstructure/pavilionwouldbegoodforthemarketandgreatforthecommunity.”“Parkingisabigissue.Ithinkwelosesomecustomersbecauseofourparkingproblems.”
“Wecanonlydosomuchwithsignage.Locationisthenumberonefactor.”
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Days and Hours of Operation
“Thismarketworksprettywell.You’llseethreetimesasmanypeoplehereontheweekendsasduringtheweek.”
“I’dsaythat80percentofmysalesareonweekendsand�0percentareduringtheweek.”
“OurWednesdaymarketgetsmightyslowattimes.”
“Fridayeveningworkswell,especiallyifsomethingisdrawingacrowdnearoratthemarket.Ithoughtalotoffolkswoulddrivebythemarketaftersupperinthetown(6:�0-8:00p.m.),butthiswasnotthecase.OurtrafficisgoodonFridayafternoon,butitdiesabout6p.m.Lotsofthesefolkscomebyafterworkandgohomefortheweekend.”
“Saturdaytrafficdiesbynoon.”
“Iwishtheywouldopenthemarkerearlierthan8:00a.m.”
“WehavegottensomecomplaintsfromafewvendorsthatsaytheFridayeveningmarketdilutedtheSaturdaymorningsales.Theyprobablydilutedindividualsales,butbyaddingtheFridayeveningopeningweincreasedtotalmarketsales.”
“Ournewpavilionislikedbecauseofimprovedlightingandthebreeze.Itfeelsliketheoldtraditionalfarmersmarket.”
Management and Rules
“Leadershipisreallythekeytogettingamarketgoingandkeepingitgoing.Wehavehadagoodandpatientleader.We’vebeenstrugglingforfiveyearsandstillonlyhaveabouteightgoodvendors.It’sbeenreallyslow,butwe’vegotagoodmarket.”
“Wereallydonothaveanyauthorityorpersonthatsetspolicyorenforcesit.Weneedsomerules,andtheyneedtobeenforced.”
“Ourphilosophyisbasedonthethoughtthatwhat’sgoodforthefarmerisgoodforthemarket.”
“Abigproblemwiththemarketisthatmiddlemen[vendorsthatbuyproductselsewhereandresellatthemarket]areallowedtoselleventhoughitisagainsttherules.Whatisthepointofhavingrulesiftheyarenotenforced?”
“Thismarketworksandisasuccessbutnotwithoutconstantissuesanddecisions.”
“Partofthefeesgotomarketingandparttosavings.”
“Wehaveagoodsetofunderstandablerulesandpolicy–nottoowordyandnottoopolished,juststraightforwardandtothepoint.”
“Iwouldrecommendthatyouallowgrowersfromaroundtheregiontosellatyourmarket.Theymaybringdifferentproductstoyourmarketandcompetitioniskey–therewillbeopportunitiesforyourlocalgrowersaswell.”
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“Wesell�0ofour��coveredstallsasreservedstalls.Ihighlyencouragethisbecauseitallowssomevendorstheopportunitytohavethesamemarketspotthroughouttheseasonandbeyond.Theydon’thavetolineupat�or4a.m.forabooth.Thesefolkswillbethosegrowerswhoplantandinvesttosellatthemarket.”
“Vendorscannotselluntilthebellringsat8:00a.m.”
Farmers Market Marketing
“Wehostmanyspecialeventsatthemarketthroughouttheyear–gospelsinging,cornboiling,storytelling.”
“Wedoverylittleadvertisement,butweneedtoworkonthat.”
“Togetfarmerstomarkettheirproduceinourfacility,wecontactedourcountyExtensionagentsintheareaandsurroundingcounties.Wealsoadvertisedthroughsomebrochuresatreststopsandencouragedfarmerstotellothers.”
“Wehavefoundthatthenumberonereasonfolksshopatourmarketisfreshness–notprice,butfreshness.”
“Themarketmanagersetsupatablewithbrochuresaboutthemarketandsellscoffeetohelpsupportmarketexpenses.”
“Thegoalforthemarketwastocreateanexperience,notjustalocation.Livemusicandeventssuchasanicecream-eatingcontestarescheduledeveryweek.Alargeareawassetupwithtablesandchairsforpeopletoeatandrelaxin.Itwasafestiveatmosphere.”
“Vendorsshouldputtheirfarmnameandlocationinasmanyplacesintheirboothaspossible.”
“Thekeytoasuccessfulfarmersmarketisrepeatcustomers–you’vegottokeepthemcomingbackeveryweek.”
“Thishasbeenagoodyearatthemarket.Morepublicityhasbeendonethaninthepastthathasbroughtinnewcustomers.”
“TheWICprogramhashelpedtobringinmorecustomersandyoungerdemographicstothemarket.TheHealthDepartmentgavethefarmersmarketbrochuretoclients.”
“Sometimeswehavethe‘ChefintheMarket’givingdemonstrationsonhowtocookfreshproduce.”
“Wereceiveda$�0,000grantfromtheTennesseeDepartmentofAgricultureformarketing.WedevelopedaWebsite,brochures,postersandT-shirtsforpermanentvendors.Wealsopurchasednewspaperads.”
Product Availability
“Marketsthathaveavarietyofproductslikebakedgoodsandjelliesdrawmanymorecustomersthanthemarketsthatonlyfeatureproduce.”
“I’venoticedthatdifferentcustomerswantdifferentproducts.Ihavetoknowmycustomerstomeettheirneeds.”
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“Agoodmixofproductsisessentialforasuccessfulfarmersmarket.”
“Sincetherearenotasmanyjelliesandfriedpies,thecustomersareadifferentmix.”
“Wehadaproblemgettingenoughandavarietyofproduceearlyintheseason,soweallowoneresellerwhohastodisplaya‘commercialvendor’sign.”
Why Vendors Market at Farmers Markets
“Isellatthefarmers’marketforfourreasons:�)Youcanworkforyourself,�)Youcomebacktoyourroots,�)Itisthenextbestthingtoretirement,and4)Itisrewardingknowingyouaretakingpeople’smoneyforhealthyfood.Ingeneral,IgetsatisfactionknowingthatthefruitsandvegetablesIsellwillbeusedforhealthyeating.”
“Sellingatthefarmersmarketallowsmetolocalizemyspecialtyproducts.”
“Isellmysurplusproductshereatthemarket.Weputupalotofproduceinthefreezerandcupboard,andIsellwhat’slefthere.Itpaysformyseeds,fertilizerandfuelandgivesmesomeextraspendingmoney.”
“Everybodyissofriendlyhere–customersandvendorsalike.It’sagoodplacetogettoknoworgetreacquaintedwithpeople.”
“Thisisagoodmarket.Isellatthreedifferentmarketsinthreedifferentcounties.Farmersmarketsaretheonlywayformetomakealivingfarming–I’dgobroketryingtosellataroadsidestandorwholesale.”
“Ilikesellingatthefarmer’smarket.ItallowsmetosellmyproducehowIwanttosellitbecauseitismystuff.Ihaveagoodworkingrelationshipwithothervendorsandalotofrepeatcustomers.”
“Ilovetosellfreshvegetablesbecausewedon’tgetthembutonceayear.Ilovetobearoundpeopleandmakethemsmile.”
“Thefarmersmarketis‘anaffordable’wayformetoadvertiseandgetmynameout.”
“Myhomeisnotzonedforretailsales,anditismuchlessexpensivetosellatthefarmersmarketthantohavearetailstore.Themarketalsoprovidesaconcentrationofcustomersinaconcentratedtimeframe.”
“Ihavesoldhereforthreeyears.Isellherebecauseitis‘strictly’afarmer’smarket.Ileftamarketbecauseithadtruckersandresellers.”
“Isellherebecauseofthegoodproductsandthewidevarietyofproducts.Ihavesoldherefor�0years.Thereislotsofbusiness,thepeopleareniceandI’musuallysoldoutinonehour.”
Why Customers Shop at Farmers Markets
“Ishopatthefarmersmarketthreetimesaweek.Ilikethewaytheproduceisdisplayed.Thefoodisalwaysfresh,comingstraightfromthefarm.Sinceitisfresherittastesbetter.Ialsothinkthelocationisconvenient.”
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“IshopatthefarmersmarketbecauseIlikethefreshvegetablesandIcan’tfindcranberrybeansattheregularstore.”
“Farmersmarketsallowtheconsumertohaveaconnectiontotheproducetheyarebuying–theybecomemoreawareofwheretheirfoodcomesfrom.”
“Allthefoodisfreshandit’saniceplacetoshop.Ienjoythelocalstuff.”
“I’malong-timebelieverin‘youarewhatyoueat.’Eatorganic.Eatlocal–closetothesource.”
“Theproductsarefreshandripe.PricesarecomparabletoWal-MartTM.Therearenorealbargainshere.Thesepeopleneedthemoney.”
“IshopatthemarketeverySaturdayandhaveforalmost�0years.Why?Becausethequalityoftheproduceisatreatandeverythingishomegrown.Eventheraindoesn’tkeepmeaway.”
“Icomeeveryweek–IhavesinceImovedtothisarea�0yearsago.Icometogetmywintersupplyoffood.”
“Icomeeveryweek.Ihavecomeeveryweekforthreeyears–that’swhenImovedtothearea.Justatthisvendor(bakery)alone,Ispendanaverageof$8to$�6eachweek.Ibuyherebecauseofthefreshnessoftheproductsandgettingtotalkwiththefarmers.Themarketisaplacetosocialize.”
“HereIcanfindproducethatIcan’tfindinthestores–justsomanythings,somanyvarieties.Thereisagoodselectionandthefreshness–likefree-rangeeggs.Ilikethebakedgoodsatthismarket.OnethingIreallylikethattheydoatsomemarketsisthatthevendorsarealwaysinthesameplace–Icangorighttothemeachtimewithouthavingtorelocatethem.Ihopetheywillstartdoingthathere.”
“Iwanttohelpsupportthelocalfarmers–keepthemoneyinourlocaleconomy.”
“Icantalktothepeopleandlearnabouttheirproduceandhowtouseit;theconvenientparkingandbeinginthecenteroftown;thelargevariety,andIlovethemeatsandeggs.”
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SummaryTheinformationinthispublicationprovidesinterestinginsightanddescriptionaboutTennessee’sexistingfarmersmarketsandtheirvendors,shoppersandmanagers.Theresultsofthetelephoneinquiriesprovideoperationalinformationaboutexistingmarkets,includinghoursofoperation,typesofvendors,typesoffacilitiesandvendorfeestructure.Thisinformationhelpsshowthediversityoforganizationandoperationsforthemarketsinthestate.Itcanalsobehelpfultostart-upmarketsattemptingtoestablishoperatingguidelinesforanewmarket.Thevariousquotesfromon-sitevisitsprovidehelpfulandinterestingobservationsandthoughtsfromvendors,shoppers,marketmanagersandcommunityleaders.Theperspectivesofthesefolkscapturedthroughtheirpersonalquotesoftenprovideadeeperlookintothefeelings,attitudesandperceptionsofthepeopleinvolvedwithfarmersmarkets.Aclosereadingofthesequotescanbeahelpfulpartoftheplanningphaseofnewfarmersmarkets.
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07-0241 PB1771-1.1 M-6/07 R12-4010-026-008-07