A Guide for Considering and Developing a Farmers Market
Transcript Of A Guide for Considering and Developing a Farmers Market
Extension
PB1770
A Guide for Considering and
Developing a
Farmers Market
in Tennessee
DISCLAIMER
As a quality educational tool, every effort has been made by the authors to make this publication as complete and accurate as possible. It is intended to serve as a guide and not as the ultimate authority on farmers markets. This publication is for educational purposes and does not serve as or constitute legal advice or an interpretation of the law. The authors are not engaged in rendering legal or regulatory advice.
This information is intended to assist in the educational process, not to serve as a step-by-step or how-to recipe.
IMPLICATIONS FOR FUTURE EDUCATIONAL MATERIALS
Future educational materials to be developed to further assist in the enhancement of farmers markets in Tennessee might include specific location considerations for markets, starting a “farmers only” market, a handbook for farmers market managers, variables that indicate ideal farmers market size for a community, baseline data on Tennessee farmers markets and a handbook for farmers market vendors.
A Guide for Considering and
Developing a
Farmers Market
in Tennessee
June 2007
Rob Holland Extension Specialist Center for Profitable Agriculture
Megan L. Bruch Extension Specialist Center for Profitable Agriculture
Charles R. Hall Professor
Agricultural Economics
This publication was made possible in part by an agreement with the Tennessee Department of Agriculture with funds provided from the sale of agricultural specialty license plates (the “Ag Tag”). Funds generated from “Ag Tag” sales are returned to the agricultural community in the form of grants for youth programs, market development projects and other agricultural activities. Additional information about Tennessee agricultural products and the “Ag Tag” is available at the Tennessee Department of Agriculture’s promotional Web site, www.picktnproducts.org.
FOREWORD
Is there a revitalization of farmers markets in Tennessee? Based on what surely seems to be an increased interest in farmers markets from all across the state, the answer just might be yes.
In the Center for Profitable Agriculture, we have observed a great deal of new interest in farmers markets from the counties, cities and communities that are developing plans and proposals to become declared one of the Governor’s ThreeStar Communities by the Department of Economic and Community Development. We have also observed an increased interest from consumers in buying fresh produce from local growers.
Farmers markets have a strong history of providing farmers with a good option for selling products directly to consumers, but they are not just a place to buy and sell farm products. Farmers markets have proven to assist in contributing to a healthy local economy as well.
We appreciate the great partnership that exists between the Center for Profitable Agriculture and the Tennessee Department of Agriculture. A special thanks is extended to TDA for the assistance provided in the development and printing of this publication.
In the development of this publication, we have uncovered many previously published resources on farmers markets. We have searched the Web, consulted books and manuals and even dusted off some antique publications to uncover as much information as possible. We made on-site visits to farmers markets all over the state, talked to vendors and consumers, sampled products and snapped many photos. We visited farmers markets in ideal and spells of inclement weather. We parked on concrete, on the curb, on grass, gravel and chert. We shopped in air conditioning, under a metal roof, no roof, umbrellas and shade cloth. We have studied, witnessed and experienced farmers markets firsthand to develop this educational information.
We have found that farmers and community leaders need a concise resource to help them consider and then develop farmers markets. Some may use this publication as a guide to decide not to pursue the idea of a farmers market, while others may use it more as a roadmap for development and implementation of their local market.
We intend for the publication to serve both those who are considering a new farmers market, as well as those groups who are looking to improve an existing market. We also expect this publication will be useful for those folks who do not decide to pursue a farmers market and those who decide to proceed in development of a market organization.
We are pleased to provide this publication as an educational tool to assist in the consideration and development of farmers markets across the state. Farmers markets provide benefits to both farmers and consumers and are often a common part of “community development” and downtown revitalization projects. This publication represents a response to the needs expressed by people across Tennessee who want to consider establishing or improving a farmers market.
Rob Holland Extension Specialist Center for Profitable Agriculture
ACKNOWLEDGMENTS
This educational publication was developed in response to the needs and vision expressed by many people involved with farmers markets throughout Tennessee. Appreciation is expressed to the Tennessee Department of Agriculture, the Tennessee Farm Bureau and the Tennessee Farmers Market Association for the number of ways these organizations provide corporate support to farmers markets and for the many ways they have supported the development of this publication.
Appreciation is extended to Joe Gaines, Assistant Commissioner, Tennessee Department of Agriculture; Paul Nordstrom, Chief of Marketing Services, Tennessee Department of Agriculture; and Joe Pearson, Director of Commodities, Tennessee Farm Bureau; for their leadership in the initiation of the project that launched the development of this publication. Funding for the development and printing of this publication was provided through an agreement with the Tennessee Department of Agriculture with funds provided from the sale of agricultural specialty license plates (the “Ag Tag”).
Special thanks is extended to the many market managers, board members and county Extension agents who provided specific market operation information to be included in this publication. We also extend thanks to the various market managers, vendors and farmers market board members who reviewed this publication prior to printing and provided input and suggestions
Numerous people provided information, consultation and interviews for specific subject matter included in this publication. Special appreciation is extended to the following folks who assisted in various ways in compiling information:
Patricia Clark – Tennessee Department of Agriculture Anne Dalton – UT Extension, Center for Profitable Agriculture Laura Fortune – Tennessee Department of Agriculture, Market Development Joe Gaines – Tennessee Department of Agriculture, Market Development Ann Hopton – Tennessee Department of Health Kim Martinez – UT Extension, Center for Profitable Agriculture Bill Morris – UT Extension, Food Science and Technology Paul Nordstrom – Tennessee Department of Agriculture, Market Development Ben Sanders – UT Extension, Center for Profitable Agriculture John Sanford – Tennessee Department of Agriculture, Regulatory Services Bob Williams – Tennessee Department of Agriculture, Regulatory Services Ron Wilson – Tennessee Department of Agriculture, Regulatory Services Buddy Woodson – Tennessee Department of Agriculture, Regulatory Services Amanda Ziehl – UT Extension, Center for Profitable Agriculture
Special appreciation is extended to the following members of the team who provided the professional peer review of this educational publication:
Laura Fortune – Tennessee Department of Agriculture Joe Gaines – Tennessee Department of Agriculture Bill Morris – UT Extension, Food Science and Technology Annette Wszelaki – UT Extension, Plant Sciences Michael Wilcox – UT Extension, Agricultural Economics
Finally, special recognition is extended to Wanda Russell and Kim Stallings for their dedicated service to the editing, layout and graphic design of this publication.
CONTENTS
Foreword .......................................................................................................................................................................... 2 Acknowledgements.......................................................................................................................................................... 3 Chapter 1 – Setting the Stage........................................................................................................................................... 5 Chapter 2 – Steps and Phases of Consideration and Development.................................................................................. 8 Chapter 3 – Location and Facility Considerations..........................................................................................................26 Chapter 4 – Policies and Operating Guidelines............................................................................................................... 35 Chapter 5 – Other Operating Issues ................................................................................................................................ 38 Chapter 6 – Additional Educational Materials/Resources............................................................................................... 46 Chapter 7 – Summary......................................................................................................................................................48 Appendices...................................................................................................................................................................... 49
Appendix A –Sample Farmers Market Bylaws..................................................................................................50 Appendix B – Sample Mail Survey for Potential Vendor/Growers Prior to Market Establishment..................52 Appendix C – Sample Telephone Survey of Potential Customers.....................................................................55 Appendix D – Sample Outline of a Vendor Application Form..........................................................................58 Appendix E – Sample Mail Survey for Growers after End of Season...............................................................59 Appendix F – Sample Personal Interview for Customers during Market Operation.........................................61 Appendix G – Sample Farmers Market Site Review Sheet...............................................................................65 Appendix H – Sample Farmers Market Safety Checklist..................................................................................66 Appendix I – Sample Farmers Market Rules.....................................................................................................68 Appendix J – Additional Resources That Address Safe Food-Handling Practices............................................70
CHAPTER 1 – Setting the Stage
...“a common facility or area where several farmers/growers gather on a regular, recurring basis to sell a variety of fresh fruits, vegetables and other farm products from independent stands directly to consumers.”
This publication provides an introduction to the various steps and stages that tend to unfold as farmers markets are considered, evaluated and developed. It includes actual data about and from existing farmers markets in Tennessee. These data include revealing testimonies, quotes, comments and input from vendors, managers and shoppers. It contains information about facilities and a useful orientation to policies, rules and guidelines. Other operational issues are highlighted too. Many concepts and issues are further explained through the examples in the appendices.
To set the stage for the remainder of the publication, Chapter 1 begins with a discussion of the definition of a farmers market and is followed by various sections that address the history of farmers markets, identify potential market benefits and challenges, emphasize how individual markets are unique and provide an overview of the people involved with organizing and operating community-based farmers markets.
Defining Farmers Markets
For most consumers, the term farmers market brings positive images and connotations to mind. There is an inherent image of local farmers selling what they grow to local shoppers. However, when various types of events and establishments self-described and promoted as farmers markets are closely studied, such a simple image is not so clear. Lots of issues cloud the simple image of a farmers market, including farmer versus non-farmer vendors, local versus non-local products, wholesale versus retail sales and private versus public benefit. The definition of a particular farmers market can be unique, but the following is often the desired market image: farmers selling farm products that they produce to individual consumers at a public location on a periodic, seasonal basis during the growing season.
In this publication, farmers market is defined as “a common facility or area where several farmers/growers gather on a regular, recurring basis to sell a variety of fresh fruits, vegetables and other farm products from independent stands directly to consumers.” This is based on the USDA definition and adapted to our experiences here in Tennessee.
Lots of ink has been used to debate the correct spelling of a farmers market. Is it farmers market, farmer’s market or farmers’ market? Rather than enter into such debates, we have chosen to follow the spelling adopted by USDA and the Tennessee Department of Agriculture and use “farmers markets” throughout this publication. Because we support the thought that a farmers market is a group of farmers who possess the market and have a mutual association for the benefit of many farmers, we have used the spelling farmers’ markets in previous publications developed by the Center for Profitable Agriculture. However, not using the spelling that includes an apostrophe placed at the end of farmers in this publication does not imply any lack of support for the philosophy that a farmers market is a “mutual association.”
Farmers markets provide an efficient and effective retailing opportunity for farmers.
A great deal of time and energy must be invested in the consideration, study and planning of a farmers market that is destined for long-term success.
History
The concept provided by a farmers market is not a modern invention. The Romans were the first to use farmers markets. The use of farmers markets in the Middle Ages helped lead to the development of cities and villages in Europe. By the 17th and 18th centuries, farmers markets were an integral part of American towns. Boston is reported to have established the first farmers market in 1663. Philadelphia established a farmers market in 1710. In most towns and villages, the farmers market could be found alongside the town hall meeting house and the local church.
Throughout the 18th and 19th centuries, urban farmers markets grew and established sizeable permanent structures. Often they became commercial and social centers. Interest in farmers markets seems to peak and fall with unpredictable seasonality. The 1930s began a period of serious decline for farmers markets that continued through the 1960s. Renewed interest in farmers markets began in the 1970s. In the late 1990s, and especially since 2000, there has been growing interest in farmers markets.
Potential Benefits
Farmers markets may offer benefits to farmers, consumers and communities. Not only can a market result in economic benefits for neighboring businesses, but it can benefit the community as a whole. Some consumers are motivated by fresh, local, high-quality and hard-to find products that are often available at farmers markets. Many consumers also desire to support local farmers and the local economy while enjoying the fun and friendly atmosphere provided by a local farmers market that is truly a part of the community.
Farmers markets provide an efficient and effective retailing opportunity for farmers. They also provide new and small farmers with opportunities to interact with customers and generate income from small-scale production. Farmers markets can benefit the community by preserving neighborhoods and encouraging the retention of agricultural land near cities. In many urban areas, farmers markets also can lead to reviving central business districts.
Challenges
Developing a successful farmers market is not without challenges. A great deal of time and energy must be invested in the consideration, study and planning of a farmers market that is destined for long-term success. Successful farmers markets encompass a complicated, overlapping working system that includes multiple people (with individual goals, objectives and agendas) operating a venture (the market) with a common purpose (for the market as an entity to be a success) in a public setting with input from not only the consuming public, but also numerous government and private agencies, departments and organizations.
Each Market Is Different
Every farmers market and would-be farmers market is different. The customer base, infrastructure, locations, facilities and the people involved differ from one market to another. In some markets, consumers simply enjoy the experience of the market and will pay premium prices for products, while at other locations, consumers are only looking for bargain prices. Therefore, there is no recipe, cookie-cutter or fill-in-the blank approach to launch a successful farmers market – too many issues and considerations involved in the development are dependent on market-specific situations.
There is no recipe, cookie-cutter or fill-in-the blank approach to launch a successful farmers market.
Despite both an interest from community leaders in establishing a farmers market and from consumers in buying local products, not all farmers markets experience long-term success. Therefore, there is good reason for farmers markets to be well-planned, developed, launched and operated.
People Involved
Though farmers and consumers are often considered the ultimate benefactors of farmers markets, a successful market only results from the efforts of many other people. It is not uncommon for numerous individuals from a wide variety of organizations and agencies to be involved with the development and operation of a local farmers market. In fact, it is common to have leaders of farmers market initiatives represent numerous organizations and agencies, including the following:
• Chamber of Commerce • Tourism Board • Economic Development Board • Mainstreet Organizations • Extension • City and County Officials • Parks and Recreation Department • Economic Development District • Local Utility Systems • Street, Highway and Sanitation Departments • Police and Fire Departments • Civic Clubs • Banks • Agricultural/Farmer Organizations • Health Department (Local and State) • Tennessee Department of Agriculture • USDA (Rural Development and Natural Resources Conservation Service)
Attractive displays at farmers market are appealing to the market’s customer.
CHAPTER 2 – Steps and Phases of Consideration and Development
The purpose of this chapter is to provide detailed guidelines on how to establish a farmers market and advice on how to operate the market once it is established.
The primary steps and phases involved in the consideration and development of a farmers market can be summarized as follows:
• Assessment of Interest • Feasibility • Organization • Implementation • Operation • Continued Operation and Evaluation
The purpose of this chapter is to provide detailed guidelines on how to establish a farmers market and advice on how to operate the market once it is established. The chapter is comprised of three sections. The first section, “Interest and Feasibility,” provides detailed considerations when assessing interest and determining the feasibility of a community farmers market. The second section, “Organization and Implementation,” identifies potential organizational structures and outlines the implementation procedures to follow when trying to make a farmers market a reality. The third and final section, “Continued Operation and Evaluation,” discusses the day-to-day details of operating the market and how to evaluate its ongoing progress.
Each of these sections begins with a general outline of decision-making stages and concepts. The activities and concepts included in the general outline are then discussed in greater detail. Though not meant as a sequential list, check-boxes are conveniently provided to assist with planning and assessment of progress.
Interest and Feasibility
Outline of Stage 1: Assessment of Interest The overall objective of Stage 1 is to develop a community consensus on the need or lack of need for the market. Specific goals to achieve in Stage 1 include:
q Organize a market study committee. Ideally, this committee should be made up of a diverse group including representatives from city and county governments, local business leaders, the Chamber of Commerce, farmers/growers, Extension, the Tennessee Department of Agriculture and consumers.
q Define the purpose and type of market desired. There are various reasons to form a farmers market. These should be identified and considered. The size of the market also should be analyzed.
q Locate and identify potential areas of assistance and funding. The committee should explore the various local, state and federal funds available as grants or low-interest loans. Various philanthropic associations, business groups and civic organizations are also possible funding sources.
PB1770
A Guide for Considering and
Developing a
Farmers Market
in Tennessee
DISCLAIMER
As a quality educational tool, every effort has been made by the authors to make this publication as complete and accurate as possible. It is intended to serve as a guide and not as the ultimate authority on farmers markets. This publication is for educational purposes and does not serve as or constitute legal advice or an interpretation of the law. The authors are not engaged in rendering legal or regulatory advice.
This information is intended to assist in the educational process, not to serve as a step-by-step or how-to recipe.
IMPLICATIONS FOR FUTURE EDUCATIONAL MATERIALS
Future educational materials to be developed to further assist in the enhancement of farmers markets in Tennessee might include specific location considerations for markets, starting a “farmers only” market, a handbook for farmers market managers, variables that indicate ideal farmers market size for a community, baseline data on Tennessee farmers markets and a handbook for farmers market vendors.
A Guide for Considering and
Developing a
Farmers Market
in Tennessee
June 2007
Rob Holland Extension Specialist Center for Profitable Agriculture
Megan L. Bruch Extension Specialist Center for Profitable Agriculture
Charles R. Hall Professor
Agricultural Economics
This publication was made possible in part by an agreement with the Tennessee Department of Agriculture with funds provided from the sale of agricultural specialty license plates (the “Ag Tag”). Funds generated from “Ag Tag” sales are returned to the agricultural community in the form of grants for youth programs, market development projects and other agricultural activities. Additional information about Tennessee agricultural products and the “Ag Tag” is available at the Tennessee Department of Agriculture’s promotional Web site, www.picktnproducts.org.
FOREWORD
Is there a revitalization of farmers markets in Tennessee? Based on what surely seems to be an increased interest in farmers markets from all across the state, the answer just might be yes.
In the Center for Profitable Agriculture, we have observed a great deal of new interest in farmers markets from the counties, cities and communities that are developing plans and proposals to become declared one of the Governor’s ThreeStar Communities by the Department of Economic and Community Development. We have also observed an increased interest from consumers in buying fresh produce from local growers.
Farmers markets have a strong history of providing farmers with a good option for selling products directly to consumers, but they are not just a place to buy and sell farm products. Farmers markets have proven to assist in contributing to a healthy local economy as well.
We appreciate the great partnership that exists between the Center for Profitable Agriculture and the Tennessee Department of Agriculture. A special thanks is extended to TDA for the assistance provided in the development and printing of this publication.
In the development of this publication, we have uncovered many previously published resources on farmers markets. We have searched the Web, consulted books and manuals and even dusted off some antique publications to uncover as much information as possible. We made on-site visits to farmers markets all over the state, talked to vendors and consumers, sampled products and snapped many photos. We visited farmers markets in ideal and spells of inclement weather. We parked on concrete, on the curb, on grass, gravel and chert. We shopped in air conditioning, under a metal roof, no roof, umbrellas and shade cloth. We have studied, witnessed and experienced farmers markets firsthand to develop this educational information.
We have found that farmers and community leaders need a concise resource to help them consider and then develop farmers markets. Some may use this publication as a guide to decide not to pursue the idea of a farmers market, while others may use it more as a roadmap for development and implementation of their local market.
We intend for the publication to serve both those who are considering a new farmers market, as well as those groups who are looking to improve an existing market. We also expect this publication will be useful for those folks who do not decide to pursue a farmers market and those who decide to proceed in development of a market organization.
We are pleased to provide this publication as an educational tool to assist in the consideration and development of farmers markets across the state. Farmers markets provide benefits to both farmers and consumers and are often a common part of “community development” and downtown revitalization projects. This publication represents a response to the needs expressed by people across Tennessee who want to consider establishing or improving a farmers market.
Rob Holland Extension Specialist Center for Profitable Agriculture
ACKNOWLEDGMENTS
This educational publication was developed in response to the needs and vision expressed by many people involved with farmers markets throughout Tennessee. Appreciation is expressed to the Tennessee Department of Agriculture, the Tennessee Farm Bureau and the Tennessee Farmers Market Association for the number of ways these organizations provide corporate support to farmers markets and for the many ways they have supported the development of this publication.
Appreciation is extended to Joe Gaines, Assistant Commissioner, Tennessee Department of Agriculture; Paul Nordstrom, Chief of Marketing Services, Tennessee Department of Agriculture; and Joe Pearson, Director of Commodities, Tennessee Farm Bureau; for their leadership in the initiation of the project that launched the development of this publication. Funding for the development and printing of this publication was provided through an agreement with the Tennessee Department of Agriculture with funds provided from the sale of agricultural specialty license plates (the “Ag Tag”).
Special thanks is extended to the many market managers, board members and county Extension agents who provided specific market operation information to be included in this publication. We also extend thanks to the various market managers, vendors and farmers market board members who reviewed this publication prior to printing and provided input and suggestions
Numerous people provided information, consultation and interviews for specific subject matter included in this publication. Special appreciation is extended to the following folks who assisted in various ways in compiling information:
Patricia Clark – Tennessee Department of Agriculture Anne Dalton – UT Extension, Center for Profitable Agriculture Laura Fortune – Tennessee Department of Agriculture, Market Development Joe Gaines – Tennessee Department of Agriculture, Market Development Ann Hopton – Tennessee Department of Health Kim Martinez – UT Extension, Center for Profitable Agriculture Bill Morris – UT Extension, Food Science and Technology Paul Nordstrom – Tennessee Department of Agriculture, Market Development Ben Sanders – UT Extension, Center for Profitable Agriculture John Sanford – Tennessee Department of Agriculture, Regulatory Services Bob Williams – Tennessee Department of Agriculture, Regulatory Services Ron Wilson – Tennessee Department of Agriculture, Regulatory Services Buddy Woodson – Tennessee Department of Agriculture, Regulatory Services Amanda Ziehl – UT Extension, Center for Profitable Agriculture
Special appreciation is extended to the following members of the team who provided the professional peer review of this educational publication:
Laura Fortune – Tennessee Department of Agriculture Joe Gaines – Tennessee Department of Agriculture Bill Morris – UT Extension, Food Science and Technology Annette Wszelaki – UT Extension, Plant Sciences Michael Wilcox – UT Extension, Agricultural Economics
Finally, special recognition is extended to Wanda Russell and Kim Stallings for their dedicated service to the editing, layout and graphic design of this publication.
CONTENTS
Foreword .......................................................................................................................................................................... 2 Acknowledgements.......................................................................................................................................................... 3 Chapter 1 – Setting the Stage........................................................................................................................................... 5 Chapter 2 – Steps and Phases of Consideration and Development.................................................................................. 8 Chapter 3 – Location and Facility Considerations..........................................................................................................26 Chapter 4 – Policies and Operating Guidelines............................................................................................................... 35 Chapter 5 – Other Operating Issues ................................................................................................................................ 38 Chapter 6 – Additional Educational Materials/Resources............................................................................................... 46 Chapter 7 – Summary......................................................................................................................................................48 Appendices...................................................................................................................................................................... 49
Appendix A –Sample Farmers Market Bylaws..................................................................................................50 Appendix B – Sample Mail Survey for Potential Vendor/Growers Prior to Market Establishment..................52 Appendix C – Sample Telephone Survey of Potential Customers.....................................................................55 Appendix D – Sample Outline of a Vendor Application Form..........................................................................58 Appendix E – Sample Mail Survey for Growers after End of Season...............................................................59 Appendix F – Sample Personal Interview for Customers during Market Operation.........................................61 Appendix G – Sample Farmers Market Site Review Sheet...............................................................................65 Appendix H – Sample Farmers Market Safety Checklist..................................................................................66 Appendix I – Sample Farmers Market Rules.....................................................................................................68 Appendix J – Additional Resources That Address Safe Food-Handling Practices............................................70
CHAPTER 1 – Setting the Stage
...“a common facility or area where several farmers/growers gather on a regular, recurring basis to sell a variety of fresh fruits, vegetables and other farm products from independent stands directly to consumers.”
This publication provides an introduction to the various steps and stages that tend to unfold as farmers markets are considered, evaluated and developed. It includes actual data about and from existing farmers markets in Tennessee. These data include revealing testimonies, quotes, comments and input from vendors, managers and shoppers. It contains information about facilities and a useful orientation to policies, rules and guidelines. Other operational issues are highlighted too. Many concepts and issues are further explained through the examples in the appendices.
To set the stage for the remainder of the publication, Chapter 1 begins with a discussion of the definition of a farmers market and is followed by various sections that address the history of farmers markets, identify potential market benefits and challenges, emphasize how individual markets are unique and provide an overview of the people involved with organizing and operating community-based farmers markets.
Defining Farmers Markets
For most consumers, the term farmers market brings positive images and connotations to mind. There is an inherent image of local farmers selling what they grow to local shoppers. However, when various types of events and establishments self-described and promoted as farmers markets are closely studied, such a simple image is not so clear. Lots of issues cloud the simple image of a farmers market, including farmer versus non-farmer vendors, local versus non-local products, wholesale versus retail sales and private versus public benefit. The definition of a particular farmers market can be unique, but the following is often the desired market image: farmers selling farm products that they produce to individual consumers at a public location on a periodic, seasonal basis during the growing season.
In this publication, farmers market is defined as “a common facility or area where several farmers/growers gather on a regular, recurring basis to sell a variety of fresh fruits, vegetables and other farm products from independent stands directly to consumers.” This is based on the USDA definition and adapted to our experiences here in Tennessee.
Lots of ink has been used to debate the correct spelling of a farmers market. Is it farmers market, farmer’s market or farmers’ market? Rather than enter into such debates, we have chosen to follow the spelling adopted by USDA and the Tennessee Department of Agriculture and use “farmers markets” throughout this publication. Because we support the thought that a farmers market is a group of farmers who possess the market and have a mutual association for the benefit of many farmers, we have used the spelling farmers’ markets in previous publications developed by the Center for Profitable Agriculture. However, not using the spelling that includes an apostrophe placed at the end of farmers in this publication does not imply any lack of support for the philosophy that a farmers market is a “mutual association.”
Farmers markets provide an efficient and effective retailing opportunity for farmers.
A great deal of time and energy must be invested in the consideration, study and planning of a farmers market that is destined for long-term success.
History
The concept provided by a farmers market is not a modern invention. The Romans were the first to use farmers markets. The use of farmers markets in the Middle Ages helped lead to the development of cities and villages in Europe. By the 17th and 18th centuries, farmers markets were an integral part of American towns. Boston is reported to have established the first farmers market in 1663. Philadelphia established a farmers market in 1710. In most towns and villages, the farmers market could be found alongside the town hall meeting house and the local church.
Throughout the 18th and 19th centuries, urban farmers markets grew and established sizeable permanent structures. Often they became commercial and social centers. Interest in farmers markets seems to peak and fall with unpredictable seasonality. The 1930s began a period of serious decline for farmers markets that continued through the 1960s. Renewed interest in farmers markets began in the 1970s. In the late 1990s, and especially since 2000, there has been growing interest in farmers markets.
Potential Benefits
Farmers markets may offer benefits to farmers, consumers and communities. Not only can a market result in economic benefits for neighboring businesses, but it can benefit the community as a whole. Some consumers are motivated by fresh, local, high-quality and hard-to find products that are often available at farmers markets. Many consumers also desire to support local farmers and the local economy while enjoying the fun and friendly atmosphere provided by a local farmers market that is truly a part of the community.
Farmers markets provide an efficient and effective retailing opportunity for farmers. They also provide new and small farmers with opportunities to interact with customers and generate income from small-scale production. Farmers markets can benefit the community by preserving neighborhoods and encouraging the retention of agricultural land near cities. In many urban areas, farmers markets also can lead to reviving central business districts.
Challenges
Developing a successful farmers market is not without challenges. A great deal of time and energy must be invested in the consideration, study and planning of a farmers market that is destined for long-term success. Successful farmers markets encompass a complicated, overlapping working system that includes multiple people (with individual goals, objectives and agendas) operating a venture (the market) with a common purpose (for the market as an entity to be a success) in a public setting with input from not only the consuming public, but also numerous government and private agencies, departments and organizations.
Each Market Is Different
Every farmers market and would-be farmers market is different. The customer base, infrastructure, locations, facilities and the people involved differ from one market to another. In some markets, consumers simply enjoy the experience of the market and will pay premium prices for products, while at other locations, consumers are only looking for bargain prices. Therefore, there is no recipe, cookie-cutter or fill-in-the blank approach to launch a successful farmers market – too many issues and considerations involved in the development are dependent on market-specific situations.
There is no recipe, cookie-cutter or fill-in-the blank approach to launch a successful farmers market.
Despite both an interest from community leaders in establishing a farmers market and from consumers in buying local products, not all farmers markets experience long-term success. Therefore, there is good reason for farmers markets to be well-planned, developed, launched and operated.
People Involved
Though farmers and consumers are often considered the ultimate benefactors of farmers markets, a successful market only results from the efforts of many other people. It is not uncommon for numerous individuals from a wide variety of organizations and agencies to be involved with the development and operation of a local farmers market. In fact, it is common to have leaders of farmers market initiatives represent numerous organizations and agencies, including the following:
• Chamber of Commerce • Tourism Board • Economic Development Board • Mainstreet Organizations • Extension • City and County Officials • Parks and Recreation Department • Economic Development District • Local Utility Systems • Street, Highway and Sanitation Departments • Police and Fire Departments • Civic Clubs • Banks • Agricultural/Farmer Organizations • Health Department (Local and State) • Tennessee Department of Agriculture • USDA (Rural Development and Natural Resources Conservation Service)
Attractive displays at farmers market are appealing to the market’s customer.
CHAPTER 2 – Steps and Phases of Consideration and Development
The purpose of this chapter is to provide detailed guidelines on how to establish a farmers market and advice on how to operate the market once it is established.
The primary steps and phases involved in the consideration and development of a farmers market can be summarized as follows:
• Assessment of Interest • Feasibility • Organization • Implementation • Operation • Continued Operation and Evaluation
The purpose of this chapter is to provide detailed guidelines on how to establish a farmers market and advice on how to operate the market once it is established. The chapter is comprised of three sections. The first section, “Interest and Feasibility,” provides detailed considerations when assessing interest and determining the feasibility of a community farmers market. The second section, “Organization and Implementation,” identifies potential organizational structures and outlines the implementation procedures to follow when trying to make a farmers market a reality. The third and final section, “Continued Operation and Evaluation,” discusses the day-to-day details of operating the market and how to evaluate its ongoing progress.
Each of these sections begins with a general outline of decision-making stages and concepts. The activities and concepts included in the general outline are then discussed in greater detail. Though not meant as a sequential list, check-boxes are conveniently provided to assist with planning and assessment of progress.
Interest and Feasibility
Outline of Stage 1: Assessment of Interest The overall objective of Stage 1 is to develop a community consensus on the need or lack of need for the market. Specific goals to achieve in Stage 1 include:
q Organize a market study committee. Ideally, this committee should be made up of a diverse group including representatives from city and county governments, local business leaders, the Chamber of Commerce, farmers/growers, Extension, the Tennessee Department of Agriculture and consumers.
q Define the purpose and type of market desired. There are various reasons to form a farmers market. These should be identified and considered. The size of the market also should be analyzed.
q Locate and identify potential areas of assistance and funding. The committee should explore the various local, state and federal funds available as grants or low-interest loans. Various philanthropic associations, business groups and civic organizations are also possible funding sources.