Farmers' Markets
- History of Vermont Farmers’ Markets
- NOFA-VT Farmers’ Market Project
- Current funding for NOFA-VT’s Farmers’ Market Project
The History of Farmers’ Markets in Vermont
Farmers’ markets started being organized in Vermont in the 1970’s. They started in the larger cities and towns and by 1986 had spread throughout the state. The seeds of the Vermont Federation of Farmers’ Markets (VFFM) started in 1980 when a group of marketers met in Randolph to share ideas and support each other. The VFFM was incorporated in 1982 to “promote the marketing of Vermont products and to promote farmers’ markets.” The VFFM provided information and assistance to markets and individual vendors on the “nuts and bolts of organizing and running markets.” In addition, market liability insurance was provided through the VFFM. Jay and Janet Bailey of Brattleboro provided important leadership of the VFFM until 1995 when Joe Newell was elected as President. The Vermont Federation of Farmers’ Markets disbanded in 1998 due to a lack of coordinated leadership. Without leadership at that time, and a decreased capacity of the Vermont Agency of Agriculture (VAA) to provide support to markets, VAA proposed and supported NOFA-VT to assist farmers’ markets by administering a mini-grant program funded by the VAA and administered by NOFA-VT from 2001-2004. As part of the evaluation of the mini-grant program, we asked the farmers what role NOFA-VT could play to support the development of farmers’ markets in Vermont. A majority of those responding asked for NOFA-VT to reinstitute a network of farmers’ markets in Vermont, and reexamine the role of a Vermont Farmers’ Market Association. With that call, we started holding networking meetings of farmers who direct market (farmers’ markets, farm stands and Community Supported Agriculture) in 2003.
In the winter of 2004 - 2005 NOFA-VT held regional meetings in Norwich, Hardwick, Manchester and Bristol for market managers and board officers to ask, "What steps need to be taken to elevate farmers’ markets in Vermont, and what role could an Association take to get us there?" Based on the input from those regional meetings, a 2005 Farmers’ Market Work Plan was drafted and presented at a culminating statewide Vermont Farmers’ Market Forum in the end of January, 2005. This work plan is still being used to direct NOFA-VT’s work to support farmers’ markets in Vermont.
In 2006, NOFA-VT contracted with the Cooperative Development Institute (CDI) to meet with representatives from farmers’ markets (managers, vendors, board members) and market supporters (non-profits, state agency representatives, researchers, educators) to design an organizational framework of a Vermont Farmers’ Market Association (VFMA) and draft by-laws. In 2007, the markets in Vermont were asked to formally vote to create an Association, the first meeting of which was held in January, 2008. On January 12, 2008 the VFMA held its first meeting and voted-in a 13 member Board of Directors. At that time, the members also voted in the organizations purpose (add link here).
On February 14, 2008 the Board of Directors held their first meeting, which established project priorities and committees, and board officers. The VFMA Board of Directors also elected to continue to operate under the umbrella of NOFA-VT, with NOFA-VT providing fiscal sponsorship, until the VFMA becomes an autonomous organization.
VFMA Purpose
The purpose of the VFMA is to encourage and establish successful farmers markets in Vermont that enhance direct marketing opportunities for market vendors while building direct connections between vendors and local consumers.
To fulfill this purpose, the VFMA will collaborate with other organizations to:
- Facilitate communication, information sharing and networking among farmers markets
- Coordinate projects and provide services of value to all farmers markets in the state
- Collect data and conduct research on the status, needs and benefits of farmers markets, including the level of outreach to communities to identify how farmers' markets support businesses.
- Promote farmers markets throughout the state
- Provide training and technical assistance for market vendors, managers and boards
- Create a voice for farmers markets in the state
- Work to increase access to farmers markets for low-income customers
- Develop strategic partnerships with public and private organizations to support farmers markets
- Pursue other objectives as determined by the membership
- Raise funds as necessary to support the VFMA's activities and programs.
VFMA Board of Directors And Committees
Board Chair: Jon Cohen, Bellows Falls Farmers' Market
Vice Chairs: Jessie Schmidt, Capital City Farmers' Market; Emmett Dunbar, Co-Chair
Treasurer: John Snell, Stowe Farmers' Market
Tod Whitaker, Shelburne Farmers' Market; Suzanne Long, Norwich Farmers' Market; Bushrod Powers, Royalton Farmers' Market; Barbara Conn, Stowe Farmers' Market; Helm Notterman, Waitsfield Farmers' Market; Scott Greene, Middlebury Farmers' Market; John Primmer, Walloomsac Farmers' Market, and Charles Jacien, Vermont Farmers' Market in Rutland.
Project Committees:
Market and Vendor Insurance: Barbara Conn and Sue Johnson
Farmers' Market Promotions: Suzanne Long , Emmett Dunbar, and Scott Greene
VFMA Staff Development: Jessie Schmidt, Jon Cohen, and John Primmer
Web Resource Development: Tod Whitaker
How many farmers’ markets are there in Vermont?
For a current list of farmers’ markets click here. The number of farmers’ markets in Vermont has grown over time, as represented below:
Year Number of Markets
2008 64
2007 60
2006 56
2005 55
2004 51
2003 46
2002 45
2001 44
2000 37
1996 27
1995 27
1994 24
1986 19
Income from markets
NOFA-VT has been conducting surveys of farmers’ markets to track gross sales of individual markets and the total revenue of all farmers’ markets in Vermont. The gross sales from farmers’ markets in 2006 was approximately $3.70 million, with a range of $5,000 - $450,000. The larger markets (Norwich, Burlington, Brattleboro and Montpelier) have been experiencing an increase in gross sales of 14-20% a year.
The greatest contributor to a market’s gross sales are, 1) the sale of agricultural products (account for approximately 50% of gross), 2) prepared foods and 3) craft sales. Farm to Family coupons make up less than 5% of market sales at most markets, although they did contribute up to 15% of gross sales at several markets.
NOFA-VT's Farmers’ Market Project
The goals of NOFA-VT’s Farmers’ Market Project is to enhance direct marketing opportunities for farmers, to build direct connections between farmers and local consumers, and to maintain the viability of rural communities through farm-based economic development. To accomplish this, we will:
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Create a Vermont Farmers’ Market Association
Details of this initiative are outlined above under “The History of Farmers’ Markets in Vermont.”
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Evaluate the economic and social value of farmers’ markets in Vermont through both a quantitative and qualitative analysis
During the winter of 2006, Dave Timmons, a UVM graduate student, collaborated with NOFA-VT to gather baseline data to determine the economic value of farmers’ markets to the state and communities where markets are held. He found the estimated sales from the 55 markets in 2005 was $3,511,000. Vermont already has the highest state per capita direct sales of food products from farmers to consumers, at 5.5 times the national average, and farmers’ markets are an important (though not the exclusive) direct sales outlet. Yet 69% of managers responding believe that their markets are still growing. To read the full report, click here. The 2006 farmers’ market data was analyzed with the held of the Vermont Sustainable Jobs Fund. To read the 2006 summary report, click here.
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Share technical information among markets
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Update the Vermont Farmers’ Market Manual
In 2004, NOFA-VT created a manual for farmers’ market vendors and managers and made it available to all farmers markets in Vermont. "Organizing and Maintaining Your Farmers Market" covers everything from vendor fees and manager pay, to establishing a market organization or holding a chef event at market. With many photos and ideas from Vermont markets, the manual has proved a valuable tool for market managers and vendors alike. Copies are available to all new markets upon request, or can be purchased through the NOFA-VT office.
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Test the Rapid Market Assessment evaluation tool for farmers’ markets in Vermont
The Rapid Market Assessment tool is a low cost method to evaluate an individual farmers’ market. Extension staff at Oregon State University responding to the fact that “most farmers’ markets lack the information required to make effective changes and improvements” developed the RMA. Markets can choose the issue(s) that they want to evaluate about their market, including the number of customers at different times of day, how much money is spent on a mid-week versus weekend market, and if holding an event contributes to the number of customers and daily gross sales. Using dot surveys, attendance counts and constructive comments and observations, a small group of outside managers evaluate a target market – allowing market managers to establish relationships and learn from their peers. The RMA is a collaborative learning process where a trainer trains an evaluator or group of evaluators, consisting of both volunteers and market managers. Through this process, both the evaluation team and the host market gain knowledge and experience. The Middlebury Farmers’ Market and the Montpelier Farmers’ Markets have piloted the use of the RMA.
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Organize technical trainings for market managers, board members and vendors.
NOFA-VT holds an annual Direct Marketing Conference and seasonal technical trainings.
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Develop the technical capacity of Vermont farmers’ markets to accept food stamp benefits and promote direct market opportunities to Vermont low-income consumers
Farmers’ markets lack knowledge on how to make the market system readily accessible to lower income populations. There are special challenges in transportation and communication systems when many of the target population live in rural areas. In addition, low income consumers are often unaware or misinformed about the relative value of products sold at direct markets in Vermont. The federal Food Stamp Program provides nearly $4 million that is spent per month in benefits to low income Vermonters. Those resources are untapped by local farmers because food stamp benefits are no longer issued as paper coupons, but rather on electronic benefits transfer (EBT) debit cards that require technology currently unavailable at most farmers’ markets in Vermont. Increasing food stamp purchases at farmers’ markets provides a marketing opportunity for farmers and increases access to fresh, local farm products by low-income consumers. NOFA-VT worked with the Vermont Campaign to End Childhood Hunger, the Vermont Agency of Agriculture and the Vermont Department for Children and Families to pilot the use of EBT at three farmers market in 2007. Click on the link for a full description of the EBT project..
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Improve consumer’s access and utilization of winter “off-season” fruits and vegetables.
Vermont has a short growing season, but an increasing consumer demand for “fresh, local” product. Winter farmers’ markets will be taking place in 6 communities in Vermont in the winter of 2007-2008. NOFA-VT serves as the fiscal sponsor of the Montpelier and Norwich winter markets.
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Promote Farmers’ Markets in Vermont
NOFA-VT works collaboratively with the Vermont Agency of Agriculture to promote farme’ markets in Vermont through the production of a farmer’s market pamphlet that gets distributed statewide, print, television and radio promotion. In addition, NOFA-VT coordinates with the markets to support special events designed to draw new and return shoppers to the market including the Shop Fresh with the Chef and Youth Farmers’ Markets.
Current funding for NOFA-VT’s Farmers’ Market Project
- John Merck Fund
- USDA Rural Business Enterprise Grant (RBEG)
- USDA Farmers’ Market Promotion Program