�

PB1771

Direct from Tennessee Farmers Markets:

Extension

Observations, Quotes and Data from

Market Managers, Vendors and Customers

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ThispublicationwasmadepossibleinpartbyanagreementwithUSDARuralDevelopmentandtheTennesseeDepartmentofAgriculturewithfundingassistanceprovidedfromthesaleofagriculturalspecialtylicenseplates(the“AgTag”).Fundsgeneratedfrom“AgTag”salesarereturnedtotheagriculturalcommunityintheformofgrantsforyouthprograms,marketdevelopmentprojectsandotheragriculturalactivities.AdditionalinformationaboutTennesseeagriculturalproductsandthe“AgTag”isavailableattheTennesseeDepartmentofAgriculture’spromotionalWebsite,www.picktnproducts.org.

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Direct from Tennessee Farmers Markets:

Observations, Quotes and Data from Market Managers,

Vendors and Customers

June 2007Megan L. Bruch

ExtensionSpecialistCenter for Profitable Agriculture

Rob Holland

ExtensionSpecialistCenter for Profitable Agriculture

Anne DaltonExtensionAssistant

Center for Profitable Agriculture

CONTENTS

Foreword............................................................................................................................................................................... 4

Acknowledgments................................................................................................................................................................. 4

ResultsofInquirywithTennesseeFarmersMarkets............................................................................................................ 5

InTheirOwnWords–ObservationsandQuotesfromOn-siteVisitstoTennesseeFarmersMarkets................................................................... �4

Summary............................................................................................................................................................................. �9

4

FOREWORD

Thispublicationrepresentsasummaryofinformationobtainedduringmonthsoftelephoneinquiriesandon-sitevisitswiththemangers,vendors,leadersandcustomersofcommunityfarmersmarketsacrossTennesseeduringthe�006marketingseason.Thetelephoneinquiriessoughtoperationalinformationaboutspecificmarketsfromthemarketmanagersandmarketleaders.Operationalinformationincludedyearsinoperation,typesoffacilities,typesofvendors/products,numberofvendors,daysandhoursofoperation,vendorfeestructureandotherissues.Theon-sitevisitsprovidedopportunitiestoexperiencethecultureofdifferentmarkets,takephotographsandcapturequotesfromvendors,customersandmanagers.Visitsweremadetofarmersmarketsacrossthestate.Wehavestudied,witnessedandexperiencedfarmersmarketstodevelopthiseducationalpublicationanditscompanionpublication,“AGuideforConsideringandDevelopingaFarmersMarketinTennessee,”UTExtensionPB�770.

WeappreciatethegreatpartnershipsthatexistbetweentheCenter for Profitable Agriculture,theTennesseeDepartmentofAgricultureandUSDARuralDevelopment.AspecialthanksisextendedtoTDAandRuralDevelopmentfortheassistanceprovidedinthedevelopmentandprintingofthispublicationand“AGuideforConsideringandDevelopingaFarmersMarketinTennessee.”

Weintendforthepublicationtobeusedintandemwith“AGuideforConsideringandDevelopingaFarmersMarketinTennessee”bythosewhoareconsideringanewfarmersmarketorattemptingtorevitalizeanexistingmarket.Itprovidesanoverviewofthevariationthatexistsinoperationalissuesamongthefarmersmarketsacrossthestateandprovidesinterestingquotesandobservationsinthewordsofactualvendors,customersandmarketleaders.

RobHollandandMeganBruchCenter for Profitable Agriculture

ACKNOWLEDGMENTS

AppreciationisexpressedtotheTennesseeDepartmentofAgriculture,theTennesseeFarmBureauFederationandtheTennesseeFarmersMarketAssociationforthenumberofwaystheseorganizationsprovidecorporatesupporttofarmersmarketsandforthemanywaystheyhavesupportedthedevelopmentofthispublication.

AppreciationisextendedtoJoeGaines,AssistantCommissionerTennesseeDepartmentofAgriculture;PaulNordstrom,ChiefofMarketingServices,TennesseeDepartmentofAgriculture;andJoePearson,DirectorofCommodities,TennesseeFarmBureauFederation;fortheirleadershipintheinitiationoftheprojectthatlaunchedthedevelopmentofthispublication.FundingforthedevelopmentandprintingofthispublicationwasprovidedthroughanagreementwithUSDARuralDevelopmentandtheTennesseeDepartmentofAgriculturewithfundsprovidedfromthesaleofagriculturalspecialtylicenseplates(the“AgTag”).

Specialthanksisextendedtothemanymarketmanagers,boardmembersandcountyExtensionagentswhoprovidedspecificmarketoperationinformationtobeincludedinthispublication.Wealsoextendthankstothemarketmanagers,vendorsandboardmemberswhoreviewedthispublicationpriortoprintingandprovidedinputandsuggestions.

SpecialappreciationisextendedtoKimMartinez,BenSandersandAmandaZiehlfortheirassistancewiththeon-sitevisitsandtheirvariouscontributionstothisdocument.Specialappreciationisalsoextendedtothefollowingmembersoftheteamthatprovidedtheprofessionalpeerreviewofthiseducationalpublication:

LauraFortune–TennesseeDepartmentofAgricultureJoeGaines–TennesseeDepartmentofAgriculture

CharlieHall–UTExtension,AgriculturalEconomicsBillMorris–UTExtension,FoodScienceandTechnology

PaulNordstrom–TennesseeDepartmentofAgricultureAnnetteWszelaki–UTExtension,PlantSciencesMichaelWilcox–UTExtension,AgriculturalEconomics

Finally,specialrecognitionisextendedtoWandaRussellandKimStallingsfortheirdedicatedservicetotheediting,layoutandgraphicdesignofthispublication.

5

Results of Inquiry with Tennessee Farmers Markets

BackgroundFarmersmarketsvarysignificantlyintheiroperatingproceduresandcharacteristics.Forexample,somearelooselyorganizedwithnowrittenguidelinesandnodesignatedpersonincharge,whileothershavewrittenbylawsalongwithaboardofdirectorsandapaidmarketmanager.Somefarmersmarketsareheldinparkinglotswithgoodssolddirectlyfromvehicles,whileothersareheldinpermanentstructures.Thedifferencesarenumerous.

ItmaybehelpfultolearnaboutandunderstandsomeofthedifferencesandsimilaritiesinoperatingproceduresandcharacteristicsofTennesseefarmersmarkets.Thisinformationmaybeusefulforthosewhoareformingorimprovingfarmersmarketstoseehowothersaredoingthings.Itmayalsobehelpfultoeducatorsandpublicagenciesindeterminingtheresourcesneededbyfarmersmarketsinthestate.

Duringthesummerof�006,theCenter for Profitable Agricultureconductedinquirieswith55Tennesseefarmersmarkets(Table�).Extensionagentswerefirstaskedviae-mailwhetherornottherewasafarmersmarketintheircounty.Agentsindicatingtherewasafarmersmarket(s)werethencalledtodeterminethebestcontactpersonforthemarket.

Table 1. Tennessee Farmers Markets by County, City and Market Name

County City Market Name

1 Anderson Oak Ridge Oak Ridge Farmers Market

2 Bedford Wartrace Wartrace Farmers Market

3 Bedford Shelbyville Bedford County Farmers Market

4 Benton Camden Benton County Farmers Market

5 Blount Maryville Maryville Farmers Market

6 Bradley Cleveland Bradley County Farmers Market

7 Cannon Woodbury Cannon County Farmers Market

8 Cheatham Ashland City Ashland City Open-Air Market

9 Coffee Manchester Coffee County Farmers Market

10 Cumberland Crossville No name

11 Davidson Nashville Nashville Farmers Market

12 DeKalb Smithville Smithville Farmers Market

13 Dickson Dickson Dickson County Farmers Market

14 Fayette Somerville Fayette County Farmers Market

15 Franklin Sewanee Sewanee Gardener’s Market

16 Franklin Winchester Southern-Middle Tennessee Producers Association

17 Gibson Trenton Trenton Gin’s Farmers Market

18 Giles Pulaski Farmers Market

6

19 Greene Greeneville Downtown Farmers Market

20 Hamblen Morristown Morristown Farmers Market

21 Hamilton Chattanooga Chattanooga Market

22 Hancock Sneedville Hancock County Farmers Market

23 Hawkins Rogersville Rogersville Farmers Market

24 Henry Paris Henry County Farmers Market

25 Hickman Centerville Hickman County Farmers Market

26 Humphreys Waverly Humphreys County Farmers Market

27 Knox Knoxville Knoxville Farmers Market

28 Knox Knoxville Market Square Farmers Market

29 Lewis Hohenwald Farmers Market at Hohenwald

30 Lincoln Fayetteville Fayetteville Farmers Market

31 Loudon Loudon Loudon Thursday Farmers Market

32 Macon Lafayette Macon County Farmers Market

33 Madison Jackson West Tennessee Farmers Market

34 Maury Columbia Columbia Fresh Farmers Market

35 McMinn Athens/Etowah McMinn County Farmers Market

36 Montgomery Clarksville Montgomery County Farmers Market

37 Morgan Wartburg Wartburg Farmers Market

38 Overton Livingston Livingston/Overton County Farmers Market

39 Putnam Cookeville Cookeville Community Farmers Market

40 Rhea Dayton Rhea County Farmers Market

41 Rutherford Murfreesboro Rutherford County Farmers Market

42 Shelby Memphis Agricenter Farmers Market

43 Shelby Memphis Memphis Farmers Market

44 Smith Carthage Smith County Farmers Market

45 Sullivan Bristol State Street Farmers Market

46 Sullivan Kingsport Kingsport Farmers Market

47 Tipton Covington Mid-South Farmers Market

48 Warren McMinnville Warren County Farmers Market

49 Washington Grey Appalachian Fair Farmers Market

50 Washington Johnson City Johnson City Farmers Market

51 Washington Jonesboro Johnson City Farmers Market

52 Weakley Martin Martin Area Farmers Market

53 White Sparta White County Farmers Market

54 Williamson Franklin Franklin Farmers Market

55 Wilson Lebanon Lebanon/Wilson County Farmers Market

County City Market Name

7

Marketcontactsthenweretelephonedtodiscussoperatingproceduresandcharacteristics.Itshouldbenotedthatthesecontactswerediverseintheiroccupationsandroleswiththemarkets.ThecontactsincludedExtensionagentsandotherstaff,ChamberofCommercerepresentatives,USDAemployees,downtownorganizationemployees,farmersmarketmanagersandothers.Thecontactsalsovariedintheamountofdetailknownaboutthemarket,especiallywhendiscussingcharacteristicsofthemarket,suchasthenumberofvendorsorcustomers.Muchoftheinformationtheyprovidedwere“educatedestimates.”Therefore,whiletheinformationlearnedthroughconversationswithmarketcontactsandsummarizedbelowmaybeinterestingandhelpfulinseveralways,thedataandinformationpresentedshouldnotbeconsideredscientificresults.

Information Learned through Conversations with Market ContactsThroughconversationswithmarketcontacts,informationwasgatheredregardingcharacteristicsofTennesseefarmersmarkets.Asummaryofseveraltopicsfollows,includingyearsofoperationandmarketstatus;operatingpoliciesandmanagement;months,daysandhoursofoperation;vendors,vendorfeesandproductavailability;farmersmarketcustomers;andspecialeventsatmarkets.

Years of Operation and StatusThe55Tennesseefarmersmarketscontactedvariedwidelybythenumberofyearstheyhadbeeninoperation.Interestingly,sixmarketswereintheirfirstyearofoperation,whileonemarketreportedahistoryof���years.Seventeenmarkets(��percent)hadbeenopenforlessthanfiveyears,andanothersixmarkets(��percent)hadbeenopenfor�0orlessyears(Figure�).Tenmarkets(�8percent)hadbeenopenbetween��and�0years,while��markets(40percent)hadmorethana�0-yearhistoryofoperation.

Figure 1. Number and Percent of Markets by Years of Operation

Thefarmersmarketcontactswereaskedtoclassifythestatusofthemarketas“fledgling,”“stable,”“growing”or“declining.”Fortypercentofthecontacts(��)describedtheirmarketsas“growing”andathirdofmarkets(�8)weredescribedas“stable”(Figure�).Twoothermarkets(4percent)weredescribedas“growing/stable.”Twenty-twopercentofmarkets(��)wereclassifiedas“fledgling.”Onlyonemarketwasdescribedas“declining.”

22, 40%

Less than 5 years 5 to 10 years More than 20 years11 to 20 years

17, 31%

6, 11%

10, 18%

8

Declining, 1, 2%

Stable, 18, 33%

Growing/Stable,2, 4%

Growing, 22, 39%

Fledgling, 12, 22%

Figure 2. Number and Percent of Markets by Status

Operating Policies and ManagementThoseconsideringtheformationofafarmersmarketareoftencuriousabouthowoperatingproceduresaredefinedandhowamarketismanaged.Contactsfor46ofthemarkets(8�.6percent)indicatedtheyhadwrittenpolicies,bylawsand/orprocedures.Ninefarmersmarkets(�6.4percent)didnothavewrittenpolicies,bylawsand/orprocedures.

Tennesseefarmersmarketsaremanagedbyavarietyofindividualsandgroupsofindividuals(Table�).Amanagerandboardofdirectorsareresponsibleforthemanagementof�4(�6percent)ofthe54marketcontactsresponding.Amanager,directororcoordinatorisresponsibleformanagementof�0markets(�9percent).Sixmarkets(��percent)aremanagedbyanExtensionagent,incombinationwithanotherofficial(s)fromtheChamberofCommerce,citygovernment,BoardofDirectorsorvolunteers.Fivemarkets(9percent)havenoofficialmanagementandanotherfivemarketsaremanagedsolelybythecountyExtensionagent.Aboardofdirectorsorvendorsmanagefourmarkets(7percent),andanotherfourmarketsaremanagedbyagovernmentagencyemployeesuchasfromthecity,countyoranagencyofUSDA.Aprivatemarketownermanagesthreemarkets(6percent),andaChamberofCommerceormerchantsassociationmanagestwomarkets.Onemarketismanagedbyvolunteers.

Table 2. Farmers Market Management

Description of Management Official(s)Number of

MarketsPercent

of Markets

Manager and Board of Directors 14 26

Manager/Director/Coordinator 10 19

Extension Agent and Others (Chamber, City, Board or Volunteers) 6 11

None 5 9

Extension Agent 5 9

Board of Directors/Vendors 4 7

Government Agency Employee (City, County, USDA) 4 7

Private Owner 3 6

Chamber or Merchants Association 2 4

Volunteers 1 2

Total 54 100

9

Inconversationswithmarketcontacts,itwasclearthattheterm“manager”wasrelatedtoawiderangeofcompensationorbenefitsreceivedbythatpersoninreturnforhis/herservices.Compensationrangedfromnone(volunteer)toaformalsalaryorapercentageoffees.Thoughsomemanagersdidnotreceiveanypay,someenjoyperkssuchasusingthebeststallorboothspaceifthemanagerisalsoavendoratthemarket.

Months, Days and Hours of OperationThemonths,daysandhoursofoperationalsovariedwidely.Manyofthecontactsstatedthatthemarketoperationwasbasedonproductavailabilityandoffereda“typical”scheduleofoperation.Ofthe54marketsprovidinginformationonoperationtimes,sevenoperatedyear-round.Threeofthesewereopensevendaysaweek,whileanotherthreewereopenMondaythroughSaturday.Oneyear-roundmarketwasonlyopenonSaturday.Sixoftheyear-roundmarketswereopenallday,whileoneopenedonlyintheafternoonhours.

Theremaining47marketsareseasonalinnatureandthesemarketsvarybythemonthsofopeningandclosing(Tables�and4).ThemostfrequentmonthforopeningmarketswasMaywith��markets(4�percent).Junewasthesecondmostpopularmonthtoopenwith�7(��percent).Sixmarkets(��percent)openedinApril,andtwomarketsopenedinMarch.

Octobersawtheclosingofthemajorityofmarkets(�0marketsor56percent).Eightmarkets(�5percent)closedinSeptember,andseven(�4percent)closedinNovember.OnemarketclosedinAugust,andoneclosedinDecember.

Table 3. Number and Percent of Seasonal Markets Opening by Month

Month Market OpensNumber of

MarketsPercent of Markets

March 2 4 April 6 13 May 22 47 June 17 36

Total 47 100

Table 4. Number and Percent of Markets Seasonal Closing by Month

Month Market ClosesPercent of Markets

Percent of Markets

August 1 2 September 8 17

October 30 64 November 7 15 December 1 2

Total 47 100

Marketsareopenfromonetosevendayseachweek.Somemarketsvarythenumberofdaystheyareopenacrosstheseason.ThemostfrequentdayformarketstobeopenisSaturday,whenmorethanhalfofthemarketsareopen(Figure�).AlmostaquarterofmarketsareopenonTuesday.Tenmarkets(�9percent)areopenonThursdayandFriday.EightmarketsareopenonWednesday.FourmarketsoperateMondaythroughSaturday,andthreemarketsoperateallsevendaysoftheweek.OnemarketoperatesMondaythroughFriday.

�0

Figure 3. Number of Markets Open by Days

Determiningspecificoperatinghourswasdifficult.Contactsoftendescribedoperatinghoursassomevariationof“wheneverthevendorarrivesuntiltheyaresoldout.”Almost70percentofmarkets(�7),however,wereopeninthemorninghours.Fifteenpercent(eightmarkets)wereopenafternoons,and�7percent(ninemarkets)wereopenallday.

FacilitiesFacilities,orlackthereof,alsodistinguishfarmersmarketsfromoneanother.AmajorityofTennesseefarmersmarketswereheldintheopenair,suchasinparkinglots,vacantlotsandparks.Thirty-sixofthe55marketscontacted(58percent)wereheldin“uncovered”locations.OtherTennesseefarmersmarketswereheldinstructuressuchasbuildings,shedsorpavilions.Nineteenmarkets(�5percent)wereheldinthesetypesof“covered”facilities.

Vendors, Vendor Fees and Products AvailableFarmersmarketswouldnotbepossiblewithoutvendorparticipationandproductavailability.Somemarketslimitvendorstolocal-areafarmers,whileothersareopentoothersellers.Allofthemarketsinthisinquiryincludedlocalareafarmersasvendors(Figure4).Sixteenmarkets(�9percent)alsoincludednurseries.Artistsandcraftspeoplewerepresentin��markets(��percent).Resellerssoldat�0markets(�8percent),andwholesalerssoldattwo.

Figure 4. Number and Percent of Types of Vendors at Markets

Num

ber o

f Mar

kets

Tues

day

30

35

25

20

15 13

810

1

29

4 3

1010

5

0

Wedne

sday

Thursd

ayFrid

ay

Saturda

y

Mon to

Fri

Mon to

Sat

7 Day

s

Num

ber o

f Mar

kets

Loca

l Area

Farmers

Nurseri

es

Artists/

Craftsm

en

Reselle

rs

Wholes

alers

Other

55

1612 10

2 4

60

50

40

30

20

10

0

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Thenumberofvendorsofferingproductsforsalecangreatlyimpactthesuccessofafarmersmarket.Morethanhalfofthecontactsresponding(�8)hadanaverageof�0orfewervendorspermarketday(Figure5).Tenmarkets(�9percent)averagedbetween��and�0vendors.Sixmarkets(��percent)averaged��to�0vendorspermarketday.Fourmarketsaveragedbetween��to40vendors,andfivemarketshad4�ormorevendorsonaveragepermarketday.

Figure 5. Number and Percent of Markets with Their Average Number of Vendors Participation Per Market Day

Severaltypesoffeeschedulesforfarmersmarketvendorswereusedacrossthestate.Thirteenmarketsrequiredanapplicationormembershipfeeofbetween$5and$�0.Theaverageapplicationormembershipfeewasjustlessthan$�5.Inadditiontoanapplicationormembershipfee,fivemarketschargedapercentageofsales,withfourmarketscharging4percentandonemarketcharging8percentofsales.Inadditiontoamembershipfee,eightmarketschargedaflatfeebetween$�and$�0perday,withanaverageof$4.50perday.

Marketsthatdidnotchargemembershiporapplicationfeesalsohadvariouspricingmethods.Feeswerechargedbytheday,week,monthand/oryear/season.Dailyratesrangedfrom$�to$�0.Weeklyratesrangedfrom$5to$�0.Monthlyratesrangedfrom$�0to$�55,andyearlyratesrangedfrom$�5to$�50.

Somemarketschargedhigherfeesforvendorswhowerenotfromthecountyorstate.Theseout-of-county/statefeeswereasmuchasdoublethefeeforin-countyorin-state.Higherfeeswerealsochargedinsomecasesforvendorswhoreservedaspaceorforcraftversusfoodvendors.Somemarkets,however,chargednofeesatall.Twenty-onemarkets(44percent)hadnofeesforvendors.

FarmersmarketvendorsinTennesseeofferedavarietyofproducts(Figure6).Aswouldbeexpected,all55marketsofferedfruitsandvegetables.Greenorfloweringplantswereofferedat48markets(87percent).Forty-fourmarkets(80percent)offeredjams,jellies,honey,etc.,and4�offeredbakeryproductsforsaletocustomers.Artandcraftsweresoldat�6markets(47percent),andready-to-eatfoodswereofferedat�9markets(�5percent).�

�Itshouldbenotedthatconcernwasexpressedbysomemarketcontactsaboutregulationofvalue-addedfoodproductssuchasjamsandjellies,cannedgoods,honeyandbakedgoods.Marketcontactsmaynothaveincludedtheseproductsintheirlistofproductsofferedwheninfactsomeoftheseproductsareofferedatthemarket;therefore,numbersofmarketsofferingtheseproductsforsalemaybeunderstated.Regulationsatthetimeoftheseconversationsprohibitedthesaleofprocessedfoodsmadeinhomekitchens.Processedfoodproductshadtobemadeincommercial,inspectedfood processing facilities using specified Good Manufacturing Practices.

5, 9%

4, 8%

6, 11%

10, 19%

10 or less11 to 20

31 to 4021 to 30

41 or more28, 53%

��

Num

ber o

f Mar

kets

LocalResidents

Tourists RestaurantOwners

RoadsideStand

Owners

Resellers Florists

53

2015

3 1 1

60

50

40

30

20

10

0

Num

ber o

f Mar

kets

Fruits

& Vegeta

bles

Green/F

loweri

ng Plan

ts

Jams/J

ellies

/Honey

etc.

Bakery

Produc

tsOthe

r

Arts/Craf

ts

Ready

to Eat

Foods

60

50

40

30

20

10

0

Figure 6. Number of Markets with Types of Products Available

Farmers Market CustomersCustomersareavitalcomponentofaviablefarmersmarket.Localresidentswereidentifiedascustomersatalloftherespondingmarkets(Figure7).Touristswereidentifiedascustomersat�0markets(�8percent).Fifteenmarkets(�8percent)hadrestaurantownersascustomers,androadsidestandownerswerecustomersatthreemarkets.Resellerswerecustomersatonefarmersmarket,andfloristswereidentifiedascustomersofonemarket.

Figure 7. Number of Markets with Types of Farmers Market Customers

��

TheaveragenumberofcustomersvisitingtherespondingTennesseefarmersmarketsperdayvariedwidely(Table5).Fourmarketsreportedtheaveragenumberofcustomersbeinglessthan�0perday.Fifteenmarkets(�8percent)reportedbetween�0and50customersperday.Sixmarketcontactsindicatedaveragecustomernumberscouldreachmorethan�,000perday.

Table 5. Average Number of Customers at Markets

Number of CustomersNumber of

MarketsPercent of Markets

Less than 20 4 8 20 to 50 15 28 51 to 100 5 9 101 to 200 8 15 201 to 300 6 11 301 to 400 3 6 401 to 500 2 4

501 to 1000 4 8 More than 1000 6 11

Total 53 100

Marketing StrategiesMarketcontactswereaskedabouttheuseoftwomarketingstrategiesattheirfarmersmarkets--Websitesandspecialevents.WebsitesarenotusedwidelybyTennesseefarmersmarketsasamarketingtool.Ninecontacts(�6percent)indicatedthattheirfarmersmarkethadaWebsite.Theremaining46markets(84percent)didnothavetheirownWebsite.Somecontactsindicatedthattheirfarmersmarketsarementionedorlistedonothersitesbutdidnothavetheirownsite.

Specialeventscanhelpdrawcustomerstofarmersmarketsorshowappreciationtovendorsorothermarketsupporters.Fifteenmarkets(�7percent)reportedholdingspecialeventsforvendorsorcustomers.

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In Their Own Words – Observations and Quotes from On-site Visits to Tennessee Farmers MarketsInthesummerof�006,representativesfromtheCenter for Profitable Agriculture conductedon-sitevisitsto��Tennesseefarmersmarkets.Thepurposeofthesevisitswastoobservehappeningsatthemarket,viewfacilitiesandtalkwithvendorsandcustomersabouttheirexperiences.Thischapterprovidesquotesfromvendorsandcustomersaswellaspersonalobservationsonseveraltopicsincludingmarketlocationandfacilities,daysandhoursofoperation,managementandrules,farmersmarketmarketing,productavailability,whyvendorsmarketatfarmersmarketsandwhycustomersshopatfarmersmarkets.

Location and Facilities

“Thefacilitieswereverynice.Acovered,attractiveshedprovidedshelter.Therewereampleandconvenientparkingspots,andseparateentrancesforvendorsandcustomers.Anicebathroomfacilityisalsoonthepremises.ThelocalMasterGardenersmaintainedthegroundswithnicelymanicuredlawnsandlushflowerbeds.”

“Isellatthismarketbecauseoftheshadeandthefacilities.Themarketinmyhomecountyisaparkinglot.Theproduceisnogoodthereaftersittinginthehotsunforhalfaday.”

“Somesayweneedafacilityratherthanthisparkinglot.I’mnotsureit’snecessary.”

“Thepurposeofthepavilionisforthefarmersmarket;however,itisusedformanyothereventsthatareapprovedbythecity.”

“Wethinkthattheparkingatthemarketactuallyinfluencespurchases.Ifthecustomersmustwalktoofar,theydonotbuyasmuch.”

“Vendorscomethenightbeforethemarketorasearlyas�:00a.m.toreserveaspotunderthebuilding.”

“It’samatteroflocation–it’swhatitamountsto.Themarketmustbevisiblefromtheroad.Signshelpalittle.”

“Findingasuitablelocationforthemarketisachallenge.Itmaybeherenextyear,oritmaybesomewhereelse.”

“Bathroomfacilitiesarereallyanecessityatafarmers’market–bothforthevendorsandthecustomers.”

“Weneedapermanentlocationthatisinahigh-trafficarea.Wehaveagoodsettingherebutthelocationisnotideal.Weneedmoretraffic.”

“Ithinkapermanentstructure/pavilionwouldbegoodforthemarketandgreatforthecommunity.”“Parkingisabigissue.Ithinkwelosesomecustomersbecauseofourparkingproblems.”

“Wecanonlydosomuchwithsignage.Locationisthenumberonefactor.”

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Days and Hours of Operation

“Thismarketworksprettywell.You’llseethreetimesasmanypeoplehereontheweekendsasduringtheweek.”

“I’dsaythat80percentofmysalesareonweekendsand�0percentareduringtheweek.”

“OurWednesdaymarketgetsmightyslowattimes.”

“Fridayeveningworkswell,especiallyifsomethingisdrawingacrowdnearoratthemarket.Ithoughtalotoffolkswoulddrivebythemarketaftersupperinthetown(6:�0-8:00p.m.),butthiswasnotthecase.OurtrafficisgoodonFridayafternoon,butitdiesabout6p.m.Lotsofthesefolkscomebyafterworkandgohomefortheweekend.”

“Saturdaytrafficdiesbynoon.”

“Iwishtheywouldopenthemarkerearlierthan8:00a.m.”

“WehavegottensomecomplaintsfromafewvendorsthatsaytheFridayeveningmarketdilutedtheSaturdaymorningsales.Theyprobablydilutedindividualsales,butbyaddingtheFridayeveningopeningweincreasedtotalmarketsales.”

“Ournewpavilionislikedbecauseofimprovedlightingandthebreeze.Itfeelsliketheoldtraditionalfarmersmarket.”

Management and Rules

“Leadershipisreallythekeytogettingamarketgoingandkeepingitgoing.Wehavehadagoodandpatientleader.We’vebeenstrugglingforfiveyearsandstillonlyhaveabouteightgoodvendors.It’sbeenreallyslow,butwe’vegotagoodmarket.”

“Wereallydonothaveanyauthorityorpersonthatsetspolicyorenforcesit.Weneedsomerules,andtheyneedtobeenforced.”

“Ourphilosophyisbasedonthethoughtthatwhat’sgoodforthefarmerisgoodforthemarket.”

“Abigproblemwiththemarketisthatmiddlemen[vendorsthatbuyproductselsewhereandresellatthemarket]areallowedtoselleventhoughitisagainsttherules.Whatisthepointofhavingrulesiftheyarenotenforced?”

“Thismarketworksandisasuccessbutnotwithoutconstantissuesanddecisions.”

“Partofthefeesgotomarketingandparttosavings.”

“Wehaveagoodsetofunderstandablerulesandpolicy–nottoowordyandnottoopolished,juststraightforwardandtothepoint.”

“Iwouldrecommendthatyouallowgrowersfromaroundtheregiontosellatyourmarket.Theymaybringdifferentproductstoyourmarketandcompetitioniskey–therewillbeopportunitiesforyourlocalgrowersaswell.”

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“Wesell�0ofour��coveredstallsasreservedstalls.Ihighlyencouragethisbecauseitallowssomevendorstheopportunitytohavethesamemarketspotthroughouttheseasonandbeyond.Theydon’thavetolineupat�or4a.m.forabooth.Thesefolkswillbethosegrowerswhoplantandinvesttosellatthemarket.”

“Vendorscannotselluntilthebellringsat8:00a.m.”

Farmers Market Marketing

“Wehostmanyspecialeventsatthemarketthroughouttheyear–gospelsinging,cornboiling,storytelling.”

“Wedoverylittleadvertisement,butweneedtoworkonthat.”

“Togetfarmerstomarkettheirproduceinourfacility,wecontactedourcountyExtensionagentsintheareaandsurroundingcounties.Wealsoadvertisedthroughsomebrochuresatreststopsandencouragedfarmerstotellothers.”

“Wehavefoundthatthenumberonereasonfolksshopatourmarketisfreshness–notprice,butfreshness.”

“Themarketmanagersetsupatablewithbrochuresaboutthemarketandsellscoffeetohelpsupportmarketexpenses.”

“Thegoalforthemarketwastocreateanexperience,notjustalocation.Livemusicandeventssuchasanicecream-eatingcontestarescheduledeveryweek.Alargeareawassetupwithtablesandchairsforpeopletoeatandrelaxin.Itwasafestiveatmosphere.”

“Vendorsshouldputtheirfarmnameandlocationinasmanyplacesintheirboothaspossible.”

“Thekeytoasuccessfulfarmersmarketisrepeatcustomers–you’vegottokeepthemcomingbackeveryweek.”

“Thishasbeenagoodyearatthemarket.Morepublicityhasbeendonethaninthepastthathasbroughtinnewcustomers.”

“TheWICprogramhashelpedtobringinmorecustomersandyoungerdemographicstothemarket.TheHealthDepartmentgavethefarmersmarketbrochuretoclients.”

“Sometimeswehavethe‘ChefintheMarket’givingdemonstrationsonhowtocookfreshproduce.”

“Wereceiveda$�0,000grantfromtheTennesseeDepartmentofAgricultureformarketing.WedevelopedaWebsite,brochures,postersandT-shirtsforpermanentvendors.Wealsopurchasednewspaperads.”

Product Availability

“Marketsthathaveavarietyofproductslikebakedgoodsandjelliesdrawmanymorecustomersthanthemarketsthatonlyfeatureproduce.”

“I’venoticedthatdifferentcustomerswantdifferentproducts.Ihavetoknowmycustomerstomeettheirneeds.”

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“Agoodmixofproductsisessentialforasuccessfulfarmersmarket.”

“Sincetherearenotasmanyjelliesandfriedpies,thecustomersareadifferentmix.”

“Wehadaproblemgettingenoughandavarietyofproduceearlyintheseason,soweallowoneresellerwhohastodisplaya‘commercialvendor’sign.”

Why Vendors Market at Farmers Markets

“Isellatthefarmers’marketforfourreasons:�)Youcanworkforyourself,�)Youcomebacktoyourroots,�)Itisthenextbestthingtoretirement,and4)Itisrewardingknowingyouaretakingpeople’smoneyforhealthyfood.Ingeneral,IgetsatisfactionknowingthatthefruitsandvegetablesIsellwillbeusedforhealthyeating.”

“Sellingatthefarmersmarketallowsmetolocalizemyspecialtyproducts.”

“Isellmysurplusproductshereatthemarket.Weputupalotofproduceinthefreezerandcupboard,andIsellwhat’slefthere.Itpaysformyseeds,fertilizerandfuelandgivesmesomeextraspendingmoney.”

“Everybodyissofriendlyhere–customersandvendorsalike.It’sagoodplacetogettoknoworgetreacquaintedwithpeople.”

“Thisisagoodmarket.Isellatthreedifferentmarketsinthreedifferentcounties.Farmersmarketsaretheonlywayformetomakealivingfarming–I’dgobroketryingtosellataroadsidestandorwholesale.”

“Ilikesellingatthefarmer’smarket.ItallowsmetosellmyproducehowIwanttosellitbecauseitismystuff.Ihaveagoodworkingrelationshipwithothervendorsandalotofrepeatcustomers.”

“Ilovetosellfreshvegetablesbecausewedon’tgetthembutonceayear.Ilovetobearoundpeopleandmakethemsmile.”

“Thefarmersmarketis‘anaffordable’wayformetoadvertiseandgetmynameout.”

“Myhomeisnotzonedforretailsales,anditismuchlessexpensivetosellatthefarmersmarketthantohavearetailstore.Themarketalsoprovidesaconcentrationofcustomersinaconcentratedtimeframe.”

“Ihavesoldhereforthreeyears.Isellherebecauseitis‘strictly’afarmer’smarket.Ileftamarketbecauseithadtruckersandresellers.”

“Isellherebecauseofthegoodproductsandthewidevarietyofproducts.Ihavesoldherefor�0years.Thereislotsofbusiness,thepeopleareniceandI’musuallysoldoutinonehour.”

Why Customers Shop at Farmers Markets

“Ishopatthefarmersmarketthreetimesaweek.Ilikethewaytheproduceisdisplayed.Thefoodisalwaysfresh,comingstraightfromthefarm.Sinceitisfresherittastesbetter.Ialsothinkthelocationisconvenient.”

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“IshopatthefarmersmarketbecauseIlikethefreshvegetablesandIcan’tfindcranberrybeansattheregularstore.”

“Farmersmarketsallowtheconsumertohaveaconnectiontotheproducetheyarebuying–theybecomemoreawareofwheretheirfoodcomesfrom.”

“Allthefoodisfreshandit’saniceplacetoshop.Ienjoythelocalstuff.”

“I’malong-timebelieverin‘youarewhatyoueat.’Eatorganic.Eatlocal–closetothesource.”

“Theproductsarefreshandripe.PricesarecomparabletoWal-MartTM.Therearenorealbargainshere.Thesepeopleneedthemoney.”

“IshopatthemarketeverySaturdayandhaveforalmost�0years.Why?Becausethequalityoftheproduceisatreatandeverythingishomegrown.Eventheraindoesn’tkeepmeaway.”

“Icomeeveryweek–IhavesinceImovedtothisarea�0yearsago.Icometogetmywintersupplyoffood.”

“Icomeeveryweek.Ihavecomeeveryweekforthreeyears–that’swhenImovedtothearea.Justatthisvendor(bakery)alone,Ispendanaverageof$8to$�6eachweek.Ibuyherebecauseofthefreshnessoftheproductsandgettingtotalkwiththefarmers.Themarketisaplacetosocialize.”

“HereIcanfindproducethatIcan’tfindinthestores–justsomanythings,somanyvarieties.Thereisagoodselectionandthefreshness–likefree-rangeeggs.Ilikethebakedgoodsatthismarket.OnethingIreallylikethattheydoatsomemarketsisthatthevendorsarealwaysinthesameplace–Icangorighttothemeachtimewithouthavingtorelocatethem.Ihopetheywillstartdoingthathere.”

“Iwanttohelpsupportthelocalfarmers–keepthemoneyinourlocaleconomy.”

“Icantalktothepeopleandlearnabouttheirproduceandhowtouseit;theconvenientparkingandbeinginthecenteroftown;thelargevariety,andIlovethemeatsandeggs.”

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SummaryTheinformationinthispublicationprovidesinterestinginsightanddescriptionaboutTennessee’sexistingfarmersmarketsandtheirvendors,shoppersandmanagers.Theresultsofthetelephoneinquiriesprovideoperationalinformationaboutexistingmarkets,includinghoursofoperation,typesofvendors,typesoffacilitiesandvendorfeestructure.Thisinformationhelpsshowthediversityoforganizationandoperationsforthemarketsinthestate.Itcanalsobehelpfultostart-upmarketsattemptingtoestablishoperatingguidelinesforanewmarket.Thevariousquotesfromon-sitevisitsprovidehelpfulandinterestingobservationsandthoughtsfromvendors,shoppers,marketmanagersandcommunityleaders.Theperspectivesofthesefolkscapturedthroughtheirpersonalquotesoftenprovideadeeperlookintothefeelings,attitudesandperceptionsofthepeopleinvolvedwithfarmersmarkets.Aclosereadingofthesequotescanbeahelpfulpartoftheplanningphaseofnewfarmersmarkets.

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Copyright 2007The University of Tennessee. All rights reserved. This document may be reproduced and distributed for nonprofit educational purposes

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07-0241 PB1771-1.1 M-6/07 R12-4010-026-008-07