Building Community Partnerships for a Sustainable Farmers Market

This presentation was produced using the document created by the Northeast Organic Farming Association of Vermont (NOFA-VT), withfunding by the Castanea Foundation. Sylvia Fagin, lead writer. Initial

publication, May 2010.

Enhancing the Community for Farmers Market Success

Success

Engaging the community is essential for the success of a farmers market!

Engage

This presentation will provide an overview of how a farmers market can engage the support of its community to achieve sustainable success.

Handshake

Farmers market relationships are characterized by a handshake. The hand that pulled the potato, fed the chickens, and formed the cheese is the hand that accepts customers' money, answers questions, and seals a handshake contract: This food is good and clean and safe. I know, because I grew it and I eat it.

Relationship

The relationship between farmer and eater—vendor and customer—is the primary relationship that exists at farmers markets.

Many community partners are involved in successful farmers markets, and building solid relationships with these partners can strengthen your market and contribute to its long-term viability and success.

Potential Community Partners

The number and type of community partners that can contribute to supporting a farmers market is nearly limitless. Some of the major categories of potential community partners are:• Businesses and Merchants• Government• Schools and educational institutions• Non-profit and faith-based organizations• Health and social service organizations• Customers

How can they support Markets?

Community partners can support the farmers market by:• Serving on the market's board of directors.• Assisting with operations like site set-up, parking,

signage, and cleaning.• Fundraising, including special events and grant

writing.• Collaborating on communications like marketing

materials and press releases.• Engaging in advocacy to speak on the market's

behalf.• Providing financial support for operations or capital

investment.

Building the Relationship

• Ask, “How can the farmers market better serve you?”

• Find out what it will take for a potential partner to support the market—and be ready with answers when community partners ask what they can do to support the market.

• The more people and organizations are engaged, the more vibrant the market will be.

Why should communities support Farmers Market?

• Farmers markets benefit communities.• Markets create a place where local farmers can sell their

food at a higher profit margin, which benefits the local economy and preserves agricultural land.

• Markets bring people together, strengthening the fabric of a community.

• Markets bring people into downtowns, creating a “spill over” economic effect for other downtown businesses.

• Farmers markets drive the development of new local food systems, make food more visible in public spaces, educate consumers about the diversity of healthy and local food products, and incubate new businesses.

Value

Successful markets prove their community value to all of their stakeholders, be it local government, neighbouring businesses, or potential funders.

Why? & What?

• Markets need to ask themselves: “Why should this community support our farmers market?

• What are the potential gains to the community?”

How to get started!

• Collect data on your market: (EIS 2013)– find out how many visitors come to the market,

publicize those numbers– how many acres of farmland are represented by the

producers at this market? Say so.– does your market donate produce to a local food

bank? If so, weigh or measure that produce and write a press release.

– did vendors leave the market because their business got too big? Congratulations—your market just incubated a new business, and is a driving factor in the local economy.

How to get started!

• Don't assume that the public knows the benefits your market provides to the community.

• Document these facts, publicize them, and thereby prove the market's value to the community.

• A short fact-sheet with this kind of data can be a powerful publicity tool for your market (your 2013 EIS quick glance sheet).

• Regularly communicate your market’s community impact through press releases to local papers, a report on your website, presentations at town meetings, and on your market’s printed promotional materials.

Why does the market's mission statement matter?

• A mission statement is a brief statement that outlines your market's purpose.

• It helps the market board and manager make decisions, because they know what the market's purpose is—and isn't.

• Having a clearly stated mission helps the market identify partners whose mission aligns with the market.

• Potential community partners are quickly and easily able to understand how the partnership will benefit the market's mission

Community - Board & Mission

Community the Board & Mission

• It is the board's responsibility to develop the mission, revisit it regularly, and make decisions that reflect and further the mission.

• Traditionally, farmers market boards have been comprised primarily or entirely of vendors.

• New market board models are frequently organized by more diverse boards that include community members who are interested in bringing the benefits of a farmers market to their community.

• At these markets vendors are among the board members, but are not the only board members.

• A diversity of stakeholders on the board can bring fresh ideas and new ways of thinking about the market.

• Community members can support the mission by serving on the board, or by supporting the market via one-time or ongoing assistance.

Community the Board & Mission

• Everybody knows somebody and word of mouth is a market’s best promotion strategy.

• Find out who among your board members, manager, vendors, and regular customers has skills that can support the market.

• Then, ASK for help!

Community the Board & Mission

Community - Business & Merchants

Community Businesses• Getting support from local business will look different depending on

your location.• The support of local businesses can help your market—and a lack

of support may hurt it.• Engage with these groups to find out:

– What are the group's goals? – How does the group view the farmers market? (Sometimes local

merchants view farmers markets as good neighbours, and sometimes local merchants view farmers markets as competition.)

• Time spent building goodwill and understanding will build a strong foundation for ongoing partnership

• Find opportunities to cross market the business partners (i.e.: discount booklet local business sold at market, local business table day)

Businesses – Support at a Glance

For-profit enterprises, including:

- Downtown merchants

and area businesses

- Chamber of Commerce

or downtown association

- Restaurants

- Gardening and farm supply stores

- Cooking equipment stores

- Banks and credit unions

- Realtors

- Property management

companies

- Bus companies and regional transportation networks

- Local media like newspapers, radio stations, and magazines

Board of directors Consider inviting a supportive merchant or business representative to sit on the board. These folks have longstanding relationships and influence in town.

operations Chamber of Commerce, downtown associations, municipality/town sometime pay for liability insurance and/or access to space, storage etc.

fundraising Businesses and merchants can be approached for seasonal financial support or underwriting special events.

communications Businesses and merchants can post flyers for the market all season and for special events.

advocacy If the business community sees the market sees the benefit to the town, they may advocate for the market when the need arises.

Community - Government

Community Government

• A positive relationship with a select board or city council can go a long way towards ensuring the success of your market.

• Many market vendors and even the manager may not be residents of the town, but the government representatives are.

• Ask your municipality/town what its needs are and how the market can work in partnership to help meet those needs.– It might be as simple as planning for parking or as

complex as helping to meet the town’s healthy eating goals for all of its residents.

Community Government

• Each season set up a pre-market meeting with your town manager or community development officer to check in for the upcoming season.

• Listen to concerns and work with them to problem solve any potential issues.

• If you are using town land/space work to get a Terms of Use contract to ensure agreement around length of time, costs, use and any other arrangements that can be documented to prevent conflict.

• Let your town representative know of your market’s future plans so that they could assist in potential grants, community infrastructure planning and resources that could be available to the market.

Community Government

• Municipalities are interested in strengthening the community! Think about how your market can contribute to these efforts:– By expanding access to the market by low-income

residents?– By reaching out to youth and including young people

in more market operations and activities?– Consider the market from Community Leadership

perspective and what gain does the community gain from the market, and what gain could the community experience from the market in building a long relationship?

Government – Support at a Glance

Elected and appointed

officials, and paid

employees, who are

responsible for

municipal issues,

including:

- Select board, board of

trustees, or city council

- Town manager

- Town clerk

- Police and fire department

- Public works,

- Road crews

Board of directors Consider inviting a supportive representative of local government to sit on the board. They live in the market town and know its needs well.

operations :Local governments sometimes provide the town green or a park for the market location, free or at low cost. Governments and market can co-apply for grants. Local government is frequently involved in FM logistics like parking and traffic flow.

fundraising Local governments can act as fiscal agents for markets when applying for grants.

communications Municipalities can include the market and market events in their newsletters and annual reports.

advocacy Because the ,market is an asset to the town, government can provide support and advocacy if the market needs to negotiate with private entities.

Community - Schools & Educational Institutions

Community - Schools & Educational Institutions

• Parent will follow their children almost anywhere, so finding reasons for young people at the market can open up a new customer base.

• As more schools are involved in food programs and community gardens there is room for cross over between markets and schools.

• Teaching kids about food at schools will drive demand for more farmers’ markets.

• If your school or district has a school garden, consider asking the teacher in charge to serve on the market board; if the school food service has a goal of increasing the amount of local food served, then consider asking the food service director to serve on the board – this can be a boon to connecting with all those to the schools!

Community - Schools & Educational Institutions

• Partner with local high school technical & arts programs for projects that meet the needs of their curriculum and the market gets the benefit of new picnic tables, art, posters, etc.

• Create contests in schools to generate interest and excitement among the students and their families and will be a draw for the market.

• Some markets are sponsoring “kid days”• Establish a “Community not for profit” table to

showcase school gardens, school food initiatives, etc.

Schools & Educational Institutions – Support at a Glance

Entities with educational missions, including:

-Schools at all levels- preschool through high school-Technical schools-Alternative schools-Colleges-Day Cares-4-H-Parenting Classes

Board of directors A school garden coordinator, food service director, or enthusiastic teacher can help connect.

operations :When school is in session, students can help with customer counts and market as part of community volunteer service.

fundraising Some schools have philanthropy clubs and other initiatives in which students fundraise for local initiatives.

communications Consider publicizing the market in school newsletter, on the schools website, and at school.

advocacy Schools have health goals for students and staff. Because the market brings healthy food to students and staff, schools can write letters of support for grants.

Community -Non-Profit, Fraternal

and Faith Based Organizations

Community - Non-Profit, Fraternal and Faith Based Organizations

• Non-profit and mission-based organizations are the “glue” of a community.

• They can bring new faces to your market.• The missions of environmental and sustainability

organizations blend with farmers market’s mission.

• Your market might consider allowing one free space/table for rotating non-profit organizations to promote their mission, recruit members, etc.

• The organization benefit from the exposure and the market benefits from new faces!

Non-Profit, Fraternal and Faith Based

Organizations– Support at a Glance

Mission based organizations, including:

-Environmental groups-Sustainability organizations-Fraternal and Service organizations like Rotary, Lions Club-Libraries-Arts Councils-Museums-Churches

Board of directors As energetic member of an organization with a compatible mission could be a great asset to the market board – especially if that person has relationships with potential donors

operations :Organizations might engage their members in volunteering at the market..

fundraising Compatible organizations might partner with the market for grants.

communications Organizations with compatible missions can be asked to include the market in their newsletters and publications, and church bulletins.

advocacy Organizations with compatible missions can speak to the market’s importance when the need arises..

Community – Health & Social Service Organizations

Community – Health & Social Service Organizations

• Health and Social Services can be good supporters of farmers markets because they focus on healthy lifestyles and healthy eating.

• Great allies for markets as they focus on food ingredients.

• Many of these organizations deal with low-income clients. Markets can work with organizations to demonstrate pricing is comparable to grocery store pricing and the benefits of eating local food.

Community – Health & Social Service Organizations

• Could provide opportunity to promote market during hospital and health organizations sponsoring “community health” days to expand customer base.

Health & Social Service Organizations– Support at a Glance

Organizations that focus on service specific populations including:

-Food shelves and food pantries-Soup kitchens and communal meal sites-Community health organizations-Community Services -Domestic Violence shelters-Hospitals -Senior centers and senior meal sites-Youth development organizations and teen drop-in centers-Parenting support groups

Board of directors Health and Social Services Organizations are invested in the healthy, community building opportunities at farmers’ markets, Asking a representative from these organizations to join the board can help your market better connect with these organizations and their resources.

operations Youth organizations can volunteer at the market to learn about farming as a potential career. Health organizations can enhance the market with free health screenings and educational opportunities about healthy habits.

fundraising Organizations with compatible missions can partner with market for grants.

communications All of these organizations can publicize the market to their clients, via newsletters, websites, and personal contact.

advocacy Organizations whose clients benefit from the presence of the market can speak to the market’s importance when the need arises.

Community – Customers!

Community - Customers

• Customers are the reason farmers markets exist!

• Remember to engage this dedicated group of support – the customer who love the market and return week after week, year after year!

• Some may be content just to shop and support the market and others may be thrilled to volunteer their time, energy, and talent!

Customers - Support at a Glance

Board of directors

Dedicated customers can provide an important point of view about the market’s mission, operations, vendor mix, and special events. A customer who lives in the market town has a unique point of view about the market’s benefit to the community.

operations Customers can volunteer for one-time events or on a recurring basis. .

fundraising Customers can be engaged as volunteers for special event fundraisers. Some markets have created “Friends of the Market” organizations which customers join via donation; members receive gifts like market tote bags or t-shirts in addition to having their names listed as members.

communications Customers are the market’s best marketing tool! Satisfied customers tell their friends about, and bring their friends to the market. Consider a “tell a friend” campaign to increase your word-of-mouth advertising.

advocacy Markets sometimes need support when communicating their needs to local government; customers can be engaged to sign petitions indicating their support of the market and advocating for a particular action or policy change. Customer can also be engage in advocating for action that will support farmers and farmers markets at a local, provincial and/or federal level.

What we can do now!

• Do you have a market mission statement?• Do you have a future roadmap for your

market?• Who are your community partners?• What type of community partners do you

need and what role would they fill?• How can FMNS help you achieve one of

your goals with building partnerships in the next 6 months?