Union Square Farmers Market
•Managed by Union Square Main Streets with City of Somerville.•Started 2005. •Launched in partnership with Federation of Mass Farmers Markets.•Held Saturdays 9 am to 1 pm, June through October
Kimball Fruit Farm (Pepperell, MA) – Full range of tree fruit, berries and vegetables
Parker Farm (Lunenberg, MA) – Full range of vegetables and greens
Nicewicz Family Farm (Bolton, MA) – IPM orchard with full range of tree fruit, berries and corn
Drumlin Farm (Lincoln, MA) – Full range of vegetables, drop cherries, cut flowers and pesto
Cook’s Orchard (Brimfield, MA) – IPM orchard and berries, baked goods and jams
Stillman's Farm (Lunenburg, MA) – Fresh cut flowers
Siraco Sharpening Service (Somerville, MA)- Sharpening services of kitchen knives, garden tools.
Vendors with our market since 2005
New Vendors
Iggy’s Bread (Cambridge, MA) –range of breads and rolls
Hutchins Farm (Concord, MA) – vegetables and greens
Taza Chocolate (Somerville, MA) – chocolate
Fiore di Nonno (Somerville, MA) – mozzarella
Groundwork Somerville (Somerville, MA) – plants, herbs
Urban Homesteaders League (Somerville, MA) – skillshare workshops, swap table
Herb Lyceum (Groton, MA) – potted flowers and herbs, honey, herb blends, soap
Data Collection at Market:
• Customer intercept survey (435 surveys in total collected) • Weekly attendance records
• Transaction records from wireless terminal
• Informal interviews with vendors
We accept Food Stamps Aceitamos “Food Stamps” (vales para comida) Se aceptan Cupones de Comida Nou aksepte “Food Stamps”
Wireless Terminal Transaction 2010 Market Season
Total Dollars spent by SNAP customers = $2,190
Total Dollars distributed in SNAP incentives = $1,237
Total Dollars spent by credit/debit customers = $8,354
Total amount all terminal market transactions = $10,544
Key Findings:
Six fold increase in EBT redemptions in 2010 compared to previous years when SNAP benefits were accepted at market.
June Ju
ly
Augus
t
Sept
embe
r
Octob
er$0.00$5.00
$10.00$15.00$20.00$25.00$30.00
EBT Average Transaction
EBT Average Transac-tion
June Ju
ly
Augus
t
Sept
embe
r
Octob
er0
10
20
30
40
50
Number of EBT transactions per month
EBT # of transac-tion
Average weekly attendance
June Ju
ly
Augu
st
Sept
embe
r
Octob
er0
500
1000
1500
2000
2500
3000
200520062007200820092010
Residence Zip Code of Market Customers - 2010
02138021390214002141021430214402145Other
The geographic distribution of market customers has remained constant between 2005, 2006 and 2010 with just over half of customers from the immediate area of 02143. During this period, however, according to our survey the percentage of foreign born customers has decreased. In 2005 and 2006, USA was the country of origin for 79.8% of respondents. In 2010 that percentage increased to 90.6%.
Age of Market Customers (percentage of total)
15 to 19
20 to 24
25 to 34
35 to 44
45 to 54
55 to 59
60 to 64
65 to 74
75 to 84
85 +
0
5
10
15
20
25
30
35
40
2005 & 062010
Number of Children in Customer Households (percentage of total)
0 1 2 3 4 or more0
10
20
30
40
50
60
70
80
2005 & 062010
Income Level of Market Customers
< $10k
$10k-
$19k
$20k-29k
$30k-
$39k
$40k-
$49k
$50k-
$59k
$60k-
$74k
$75k-
$99k
$100+
0
5
10
15
20
25
30
35
2005 & 062010
Frequency of Market Attendance (percentage of total)
First Time
Less than 1 x
month
Once a month
2 x month
3 x month
Every Week
0
5
10
15
20
25
30
35
40
45
50
2005&062010
Customer Reported Total Average Weekly Purchase
Noth-ing
$1-4 $5-9 $10-19
$20-29
$30-39
$40-49
$50-74
$75-99
$100+
0
5
10
15
20
25
30
35
40
45
2005 & 062010
Average weekly sales 2010 for all customers = $31.27 Self Reported data from survey Average weekly sales 2010 for card customers = $27.18 Obtained from terminal data
Key Findings:
Double the percentage of customers to 13% who spend more than $50 at the market each week.
Key Findings:
Vendors report that Union Square Farmers Market provides their highest gross sales and highest profit over any other farmers market.
How much spent at other businesses? (percentage of total customers)
Nothing
$1-4 $5-9 $10-19
$20-29
$30-39
$40-49
$50-74
$75-99
$100+
0
5
10
15
20
25
30
35
40
2005 & 062010
In 2010 the direct economic impact of the Union Square Farmers Market for the season reached over $1.5M.
Ideas for Next Year
Create higher denomination coins ($5, $10)
Investigate partnership to share token system with other Somerville farmers markets
Ideas for Next Year
Increase translation capacity and signage in languages other than English at market
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