darren stott greenchain consulting tabitha mcloughlin executive director, coquitlam farmers’...

Darren StottGreenchain Consulting

Tabitha McLoughlinExecutive Director, Coquitlam Farmers’ Market

David J. Connell, PhD MBAUniversity of Northern British Columbia

BCAFM 2014 Conference

Leading the Food Revolution

Market Positioning through Market Policies

Purpose

• To help farmers’ markets execute and strengthen their strategic direction through the development and use of market policies.

Outcome

Strengthened Market Policies:• Help markets be more competitive• Increase loyalty of customers and

vendors• Help markets become more efficient

and profitable• Support the growth of market vendors

and their community

Agenda

• Introduction 3:15• Exercise 1 3:25• Strategic Planning 3:35• Market Positioning 3:45• Market Policies 3:55• Exercise 2 4:10• Next steps 4:25• Q&A

What are the 3 most important policies you think are the most

important to your market?

Exercise 1

Results of recent studies show significant growth

• More farmers’ markets in BC• More people shopping at farmers’

markets• More money being spent by shoppers

at farmers’ markets

However……

• More competition• More savvy shoppers• More impact on businesses and

community• More opportunities• More challenges

Therefore Strategic Planning is vital for growing markets

• The aim is to actively decide on a desirable path of development–A “development path” refers to typical

patterns of growth for a farmers’ market and the steps associated with this pattern of growth

• Mission, vision, goals, and objectives

The core business of farmers’ markets is to ‘profit’ by bringing

farmers and shoppers together in a unique setting.

Social experience

Relationwith

farmer

LOW HIGH

PERSONAL

IMPERSONAL

CSA

Shoppers WholesaleSave-On

Wal-Mart

Corner store

Farmers’ markets

U-Pick

Farmgate

Food Retail: Farm Direct

Market positioning

• To get customers’ attention and dollars, a business tries to distinguish itself from its competitors and to differentiate its product and services by turning strengths into an advantage

Social experience

Relationwith

farmer

LOW HIGH

PERSONAL

IMPERSONAL

Market Position

How to position your farmers’ market

• What tools are available to help your market position itself in relation to its direct (and indirect) competitors?–Positioning is usually achieved

through pricing and quality–Reinforced through advertising,

promotions, and branding

Your market’s policies are the essential tools

to support market positioning

Market policies as strategic tools

How can each of the following be used as tools to turn your strengths into advantages?

1. Geographic boundaries

2. Staffing of vendor tables

3. Co-operative selling arrangements

4. Re-selling produce

5. Vendor type & mix

1. Geographic boundaries

www.travel.bc.ca

2. Staffing of Vendor Tables

www.bcfarmersmarket.org

3. Co-operative Selling Arrangements

www.cityfarmscoop.ca

4. Reselling produce

www.bcfarmersmarket.org

5. Vendor Type & Mix

www.bcfarmersmarket.org

For each of the five key policy areas: how would loosening or

tightening each of the policy areas affect your market’s “market

position”? Why?

Exercise 2

Next steps

• Strategic business planning– The Core Business of Farmers’ Markets– Selling at BC’s Farmers’ Markets– BCAFM Webinar series– Outside support– Grants

• Market policy development– Learn from others– Discuss with staff , board, vendors & key stakeholders– Link to overall strategy

Q&A