Farmers' Market Resources

Market resources are arranged by category:

 

General Resources

This manual covers a broad range of topics relevant to starting and operating a farmers’ market in Vermont. It is available in print or as a free download.

Do you have questions that you wish you could ask other farmers’ market managers? Maybe you have a tip you would like to share with other markets. Join hundreds of market coordinators from around the country on this listserv to access a superb networking opportunity

Follow this blog for informal news and opinions about public markets from marketumbrella.org. You can either read the blog online or subscribe and have it sent to your email.

NOFA Vermont hosts a Direct Marketing Conference every January to provide a networking and educational opportunity focused on direct to consumer marketing.  The target audience of the conference includes producers who sell through CSA programs, farmers’ markets, and farm stands, and farmers’ market managers and board members. 

The Building Capacity project provides an integrated program of education and technical assistance to build leadership in Vermont’s nonprofits, community boards and committees, and local commissions.  All of these entities do so much of the work that sustains the quality of life for Vermonters.  Our efforts focus on an innovative virtual toolbox of leadership and capacity skills organized around learning modules delivered online.  We provide entry-level skills that can be completed alone or combined into larger, more in-depth programs.

 

Insurance and Governance Resources

Thank you to Jeff Cole of the Federation of Massachusetts Farmers Markets for preparing and sharing this presentation on creating a safer market environment. Understanding risk management and farmers’ market insurance is essential for all market managers, board members, and vendors. 

This document provides a brief overview of different types of insurance available to farmers’ markets and market vendors. It also has a short list of insurance companies that offer plans for farmers’ markets and vendors in Vermont.

Thanks to Jim LeFevre of LeFevre & Associates for sharing this powerpoint about building the right board for your market. You will find an overview of the stages of board development and ideas to consider when developing your board.

 

Evaluation and Planning Resources

Prepared by Monika Roth at Cornell Cooperative Extension, this form provides an easy tool for evaluating your market’s accessibility and appearance. This form is included on the Shared Wisdom DVD, which is available at the NOFA-VT bookstore.

Thanks to Rose Wilson of Rosalie J. Wilson Business Development Services for preparing this tool, which is designed to help track and plan markets’ financial progress.

RMA is a three part tool designed to give markets a snapshot look at various market characteristics including customer counts, accessibility/appearance of market, and customer preferences. This link contains examples of RMA reports and RMA questions in addition to overviews of how to conduct an RMA. 

Tracking your market’s cumulative gross sales provides essential information about the success of your market. This tool provides a simple, anonymous method for collecting vendor sales info.

 

Broadening the Market Community

This brochure outlines ways in which farmers' markets benefit communities, and ways that municipatilies can support and improve their local farmers' markets.

This report provides a look at a number of case studies from markets across the country that have used innovative community connections to strengthen the market.

This tool provides easy to use charts detailing different ways to engage more community stakeholders in your market’s success.

 

From the Project for Public Spaces, this guide explains how and why to set up and promote SNAP/EBT acceptance at farmers' markets.

 

 

Promotion, Marketing, and Special Events:

Thanks to Pam Knights of Pam Knights Communications for sharing this powerpoint about creating and communicating your market’s (or farm business’) brand. You will find an overview of marketing materials plus how to use web tools like Facebook and Google.

Thanks to Nicole Fenton of Flavor Communications for sharing this powerpoint about planning and measuring your marketing. You will find an overview of marketing strategies, tools such as social media, and ways to evaluate your marketing.

Effective signage is one of the MOST important tools to hosting a successful farmers’ market. This tool discusses signage best practices and provides examples of excellent farmers’ market signs from around the state.

 

Vendor Resources

Prepared by Monika Roth at Cornell Cooperative Extension, this DVD is available at the NOFA-VT bookstore, or some portions are available for download at the link above.

A free downloadable issue of the magazine Growing For Market which focuses on improving your market display and sales.

This 1 hour webinar features farmers' market consultant Sue Johnson and representatives from the VT Dept of Health, VT Agency of Agriculture.  It covers basic vending regulations and best practices.  

University of Vermont Extension has launched an on-line price reporting system for direct-marketed vegetables, berries and bedding plants. All commercial growers who sell at direct markets in Vermont are invited to participate.  Growers can enter prices by following this link.

This is a guide to price-setting at farmers' markets and beyond. It was developed by India Farmer at the Rutland Area Farm and Food Link with new farmers in mind, but offers great advice to any producer struggling with how to set prices.

From The Project for Public Spaces, this handbook is available as a PDF download for $15 or in hard copy for $32.25.
Regulations and Laws:
This guide provides an overview of Vermont laws and regulations that all vendors should be familiar with.
This guide directs prepared food vendors on safe food handling practices and applicable state laws and regulations.
This guide is relevant for agricultural vendors selling food by weight and has information about meat labelling.
In this webinar, Sue Johnson discusses why risk management is important at farmers' markets, common risky practices, and best practices for addressing these issues; Mike Mitchell of the Agency of Agriculture discusses agricultural regulations including weights and measures, labeling, and temperatures; and Elisabeth Wirsing of the Department of Health discusses food handling and regulations at farmers’ markets. Click here to watch a recording of the webinar.

NOFA-VT Pricing Study

NOFA price studyIs locally-grown and organic food really more expensive?

In the summer of 2010, a team of five interns collected price data at farmers' markets, co-ops, and grocery stores across Vermont to find out.

The results? If you're looking for organic, the farmers' market is the place to shop. Of the items compared, all organic products except potatoes were cheaper at the farmers' market. Results for conventional items were mixed, with some items cheaper at the farmers' market and some cheaper at grocery stores.

Click here to download the full report (PDF).

Organizing & Maintaining Your Farmers Market

A complete guide to farmers' market start-up and maintainance, Organizing and Maintaining Your Farmers' Market is an essential resource for market managers and organizers.

A print copy can be requested from the NOFA Vermont office, or you can download the manual, in whole or by section, below.

 

Download by section:

  • Cover and Table of Contents
  • Section one: Introduction, Forming a Farmers’ Market Organization, Creating a Legal Market Entity, Business Identification Numbers, & Insurance for Vermont Farmers’ Markets And Their Vendors
  • Section two: Finding a Site, Finding Financial Support for Your Market, Market Managers, & Vendor Recruitment, Vending Spaces and Fees
  • Section three: Promoting Farmers’ Markets, Programs Assisting Low-Income Customers, Vermont Farm To Family Program, Accepting Electronic Cards: EBT, Debit and Credit, & Special Events
  • Section four: Shop Fresh with the Chef, Including Children at Farmers’ Markets, Assessing Your Market’s Success, Vendor Taxes, State Regulations for Farmers Market Vendors, Tips for New Farmers’ Markets, & Links and Further Resources
  • Appendix I: Sample Documents
  • Appendix II: Market Rules that Work
  • Appendix III: State and Federal Regulations
  • Appendix IV: Risk Management and Liability Concerns
  • Appendix V: Tips for Successful Market Set-up and Displays
  • Appendix VI: Farmers' Market Assessment Tools
  • Appendix VII: State Tax Schedule Charts

Rapid Market Assesment

Rapid Market Assessment (RMA) is a simple tool that markets can use to take a snapshot of a given market day.  To be most effective, it is best to plan regular RMAs throughout the market season; however, even just conducting the assessment once will collect a lot of information about customer habits and perceptions, market successes and challenges, and areas of the market that can be improved. 

 

The full RMA consists of three components, which can be done together or individually:
 

1. Customer Counts:

All incoming customers are counted for 10 minutes every hour.  This number is then multiplied by 6 (to give an estimate of total customers in an hour) and then by the number of hours of the market (to give an estimate of total customers over the course of the market)

2. Dot Survey:

The Dot Survey is a tactile, interactive way of collecting information about perceptions, preferences, and habits from market customers.  Four survey questions are displayed on large easel paper, and customers are given dot stickers to place on their answers to the questions.  Unlike many surveys, Dot Surveys tend to be very popular, with customers asking, “Can I do the dots?”

3. Market Evaluation:

One of the best parts of the RMA is partnering with another market.  Partner markets can help count customers and make general market observations from and educated but neutral point of view.  Typically, partner markets will exchange 3-5 market representatives (including managers, board members, and vendors) who take time to walk through the market and make observations about customer activity, market infrastructure and flow, vendor booths, management techniques, etc. 

 

Finally, the information from the Customer Counts, Dot Surveys, and Market Evaluations are compiled into a report that can be shared with the manager, board, and market membership.  The report provides critical information about the current status of the market and opportunities for improving market feel, vendor sales, and customer engagements.

 

 

General Rapid Market Assessment Documents:

These documents provide an overview and best practices for conducting RMA. 

 

How to Gather Market Information 

by Zachary Lyons for Growing for Market (Feb 2007)

 

A Learning Approach to Strengthening Farmers’ Markets

by Larry Lev and Gary Stephenson for Oregon Small Farms Report (Aug 2002)

 

Tools for Rapid Market Assessments

By Larry Lev, Linda Brewer, and Gary Stephenson for Oregon Small Farms Report (Dec 2004)

Includes best practices and sample Dot Survey questions

 

NOFA-VT has other tools and resources (including tally counters) that are available to your market.  For more information about these resources, contact the farmers’ market program at info@nofavt.org or 802-434-4122.