Abstract
The number of farmers' markets in the U.S. has increased dramatically
over the past two decades. This publication is a resource for those
who want to organize a farmers' market or to sell at one.
This publication contains references to an enclosure which is available in hard copy only. Please call our toll free number to receive a copy at 1-800-346-9140. |
Table of Contents
Introduction
Farmers' markets are an ancient method used by farmers worldwide
to sell their produce directly to consumers. As U.S. food production
became increasingly industrialized and specialized, farmers' markets
were replaced by brokers and supermarkets. In the past two decades,
however, farmers' markets in the U.S. have rapidly regained popularity.
Farmers find a number of advantages in selling at farmers' markets.
By selling directly to their customers without going through middlemen,
farmers can charge retail prices for their produce. A farmers' market
is a good place for new growers who are perfecting production skills
and learning which products customers want most. In addition, many
growers enjoy the interaction with customers and other vendors,
and say "This is my social life!"
For customers, too, the farmers' market is not just a place to
buy food, but a social affair. A festive atmosphere helps to bring
people to markets, where they can talk with farmers about how the
produce was grown and how it can be prepared.
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Organizing a New Market
A new market is often started by a small group of people who recognize
the potential benefits for their community and for local producers.
Although markets are sometimes established with as few as three
to five regular vendors, a larger number of vendors generally will
draw more customers. Your local Cooperative Extension Service may
be able to help you compile a list of potential vendors to invite
to your first organizational meeting. Use local news media to help
publicize your intentions.
Although some markets may be very informally organized, a set of
bylaws, rules, and regulations will help to prevent problems down
the road. Some of the issues to be addressed are:
- Leadership. Who will serve on the board of
directors? Some market boards are made up entirely of vendors,
while some include other people from the community.
- Management. Will the manager be a market member
or hired from outside the market? What are the terms of employment?
What are the responsibilities?
- Vendor membership. Who can be a member and
vendor? Are there geographic restrictions?
- Location. Is the market site easily accessible,
aesthetically pleasing, and highly visible? Does it have shade
from trees or a structure to provide protection from the elements?
Does it provide adequate parking and display space for vendors?
Are electricity, water, and restrooms available?
- Hours, days, and months of operation. When
is the market open? At what time on a market day do vendors need
to be in their assigned space? When does the space need to be
vacated?
- Fresh products. Will you have a producers-only
market, with vendors selling only produce grown on their own farm?
Or will farmers sell what they grow along with produce from other
local farms? Or will vendors sell any produce they can purchase,
locally or not, acting essentially as brokers?
- Value-added products. Will these be made primarily
from vendor-grown produce? How do state and federal agencies regulate
production and marketing?
- Arts and crafts. Will these be allowed? If
so, will they be juried or limited in number?
- Containers, weights, and measures. Are these regulated in any
way by the state?
- Space assignments. How will spaces be assigned
for the season? Seniority, number of markets attended the previous
year, and sales volume are used in some markets.
- Space and membership fees. What is fair for
both large- and small-volume vendors? What does the market need
to operate?
- Pricing. How will you ensure competitive pricing?
This may take an educational effort to promote quality and presentation
over price fixing, and harmony and cooperation between vendors.
Most markets insist that vendors post their prices.
- Process for dealing with infractions of rules. How can the rules be enforced fairly, firmly, and consistently?
How can a member appeal a penalty?
- Local and state regulations. How is the market
affected by health and safety standards for food handling?
- Insurance. Physical liability insurance in
case of injuries or accidents can be purchased by the market or
by individual vendors.
The enclosed articles will help you to answer some of these questions.
Materials listed under Further Resources are
also useful, not only for ideas, but for examples of how various
markets have written their by-laws, rules, and regulations.
An established farmers' markets can be among the jewels of the
community, and for this reason should have strong support from the
Chamber of Commerce or economic development council. Cities often
provide space for a market free-of-charge. They can also help promote
special events and that draw customers both to the market and to
shops in the vicinity. The city may be willing to construct shelters
to give vendors and customers protection from rain and sun.
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Federal Assistance: WIC, FMNP
and SFMNP
A federal program that benefits both vendors and low-income customers
is the Women, Infants, and Children (WIC) Farmers' Market Nutrition
Program (FMNP), established in 1992. It provides special coupons
to WIC participants, which they can use to purchase fresh fruits
and vegetables at participating farmers' markets. The program has
two goals:
- To provide fresh nutritious unprepared food such as fruits and
vegetables to WIC participants who are at nutritional risk; and
- To expand consumer awareness and use of farmers' markets.
During Fiscal Year 2000, 12,897 farmers and 1,622 farmers' markets
were authorized to accept FMNP coupons. The most current information
on the program can be found at the USDA Nutrition Assistance Programs Web
site.
A new Seniors Farmers' Market Nutrition Program (SFMNP) awards
grants to states, U. S. territories, and federally recognized tribal
governments to provide low-income seniors with coupons that can
be exchanged at farmers' markets, roadside stands, and community
supported agriculture (CSA) programs. Go to the USDA Nutrition Assistance Programs Web
site for more details and to learn whether the program is operating
in your state.
Additional information on USDA efforts to assist farmers' markets
can be found at the AMS Farmers Markets Web
site.
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Personal Success at a Farmers'
Market
A successful market depends on successful vendors. Lynn Bycynski,
editor and publisher of Growing for Market, put together a special
issue on how to be successful at farmers' markets. In a nutshell,
Bycynski advises:
- Offer the highest-quality products.
- Set fair prices.
- Display your produce in a neat, well-organized, and eye-catching
manner.
- Provide samples if possible.
- Be friendly, courteous, and respectful to customers. Talk to
them!
The farmers' market issue of Growing for Market is enclosed, and
can also be downloaded from their Web site located at: www.growingformarket.com/.
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Enclosure
Byczynski, Lynn (ed.) 2001. Farmers' market success. Growing for
Market. January. 16 p.
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Further Resources
Books
The New Farmers' Market. 2001. By Eric Gibson, Marcie Rosenzweig,
and Vance Corum. New World Publishing, Auburn, CA. 272 p.
Available for $24.95 plus shipping.
The Legal Guide for Direct Farm Marketing. 1999. By Neil
D. Hamilton. Drake University Law School, Des Moines, IA. 235 p.
Available for $20 plus shipping.
Farmers'
Markets: Rules, Regulations and Opportunities. 2002. By Neil
D. Hamilton. National Center for Agricultural Law Research and Information
Center. 47 p.
Grassroots Marketing: Getting Noticed in a Noisy World.
2000. By Shel Horowitz. 306 p.
A resource for any kind of
small business, including horticultural businesses, the book has
ideas for low-cost or free publicity. Topics include creating an
image; how to write ad copy and press releases; tricks of the printing
trade to save money on brochures and ads; direct mail; selling on
the Internet; working with the media; and much more. $22.95 plus
shipping.
Dynamic Farmers' Marketing. 1997. By Jeff Ishee. Bittersweet
Farmstead, Middlebrook, VA. 130 p. Available for $14.95 plus $2.50
shipping from:
Bittersweet Farmstead
P.O. Box 52
Middlebrook, VA 24459
540-886-8477
Publications from an organization or agency
Farmers' Markets. 1991. By Charles Marr and Karen Gast.
Kansas State University Cooperative Extension Service, Manhattan,
KS. MF-1019. 8 p. — Available free of charge from:
Cooperative Extension Service
Kansas State University
Manhattan, KS 66506
785-532-6173
Creating a Farmers' Market Starting from Nowhere. 1990.
By Jean P. Feingold. Florida Cooperative Extension Service, Institute
of Food and Agricultural Sciences. University of Florida.
Farmer Direct Marketing Bibliography 2001. By Jennifer-Claire
V. Klotz. USDA/AMS/TMP/W&AM, Washington, D.C. 52 p.
Includes a section listing farmers'-market-related publications.
Updated regularly at the USDA Farmer Direct Marketing Web
site, and can be downloaded from there.
Periodicals
Growing for Market
P.O. Box 3747
Lawrence, KS 66046
800-307-8949
growing4market@earthlink.net
Subscription to the monthly publication of news and ideas
for market gardeners is $30 per year. Check the Web site for other
publications, Farm Tours, and links to many additional resources.
Web sites
USDA/Agricultural
Marketing Service
A number of publications listed on this Web site can be downloaded
or ordered electronically. Or contact:
Velma R. Lakins
Wholesale and Alternative Markets Program—USDA
Room 2644—South
1400 Independence Ave. S.W.
Washington, DC 20250-0269
202-690-0031 FAX
velma.lakins@usda.gov
USDA/AMS
Farmer Direct Marketing Funding Assistance
Information about several programs that provide support
through technical assistance or funding can be found at this Web
site.
USDA price
reports for fruits, vegetables and herbs
USDA price
reports for cut flowers
Market
Farming (email discussion group)
To subscribe, send an email to: lyris@franklin.oit.unc.edu
with the message or subject line containing "subscribe market-farming".
North American Farmers Direct
Marketing Association
ATTRA Publications
Direct Marketing.
1999. By Katherine Adam, Radika Balasubrahmanyam, and Holly Born. National Center for Appropriate Technology, Fayetteville, AR. 36
p.
Market Gardening:
A Start-Up Guide. 2002. By Janet Bachmann. National Center for
Appropriate Technology, Fayetteville, AR. p.
Postharvest Handling
of Fruits and Vegetables. 2000 By Janet Bachmann and Richard Earles. National Center for Appropriate Technology, Fayetteville,
AR. 28 p.
Adding Value to Farm
Products: An Overview. 2001. By Janet Bachmann. National Center
for Appropriate Technology, Fayetteville, AR. 11 p.
Keys to Success
in Value-Added Agriculture. 2001. By Holly Born. National Center
for Appropriate Technology, Fayetteville, AR. 20 p.
Farmers' Markets
By Janet Bachmann
NCAT Agriculture Specialist
Cole Loeffler, HTML Production
IP 146
Slot 96
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