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SNAP at Farmers Markets: Logistics, Policies, Partnerships, and
Evaluating Success
Community Food Security Coalition Annual Conference • November 5, 2011
Stacy Miller, Farmers Market Coalition Charlottesville, Virginia
Darlene Wolnik, Farmers Market Coalition New Orleans, Louisiana
Suzanne Briggs, Farmers Market Coalition Portland, Oregon
Jean Hamilton, NOFA- Vermont Richmond, Vermont
Jezra Thompson, Roots of Change San Francisco, California
You!
Introductions
Goals of the Workshop Offer a variety of SNAP program design decisions
that are dependent on community setting, farmers market organization structure and community partners
Offer tools to better understand farmers markets’ characteristics and capacity and their community
Identify policies that impact SNAP in farmers markets
Discover the mutual benefits of working with community partners
Stacy Miller Executive Director Farmers Market Coalition
SNAP in Farmers Markets:
What have we learned? Where are we going?
Equity in Farmers Markets
Farmers become price makers versus price takers Define a sense of place & build community Foster entrepreneurship and independence Bridge urban and rural divides and serve as
cultural mixing bowls Children learn the value of healthy food Strengthens community ties via cross-cutting
Relationships
SNAP Benefits ($1,000) in 2008
SNAPshot 2010 ◦ The average household size is 2.2 people ◦ The average length of time a participant stays
on the program is 9 months ◦ 93% are U.S. born citizens ◦ 85% of all SNAP benefits go to households with
children, elderly, or persons with disabilities ◦ The average monthly SNAP benefit per person
is $130 ◦ 1.4 million SNAP participants are rural
http://www.fns.usda.gov/ora/MENU/Published/SNAP/FILES/Participation/2010Characteristics.pdf
Online at www.farmersmarketcoalition.org
What are the speedbumps?
The SNAP in Farmers Market Progress Report:
What Can We Measure From What We Learn?
Darlene Wolnik Independent and Trainer and Researcher for Public Markets
CPPW communities want to understand and communicate the challenges and success of their projects.
FMC wants to learn from CPPW communities and build a nationwide menu of indicators and a shared Market Profile.
A few things are happening within this Learning Circle…
The common outcome: Progress Report template
Progress Report
Profile Challenges Indicators
Lessons learned
Using general questions that apply to many varieties of markets, a Market Profile will be devised for a market community member to complete.
Must take less than 30 minutes and allow a market person to complete.
Should not include project specific or sensitive data.
Should not duplicate other annual surveys (USDA)
Market Intent (mission) and History = Market Profile
Information should be shared widely on a web interface.
Markets themselves need access to Profiles to use as reports.
Market Intent (mission) and History = Market Profile
“Hard to attract shoppers.”
“Not a tradition or critical mass of farmers markets”
“Lack of business sophistication among markets and
farmers”
“Markets are 4-5 Vendors with 100 to 150 people per day”
“Many level of barriers for permitting and for fees”
“No definition of farmers markets”
Challenges: Early barriers or stumbling blocks that the project uncovered.
Indicators: Here’s where projects include individual factors
Indicators or Measurement Statistics: Set of data collection points that will allow markets and their partners to select which impacts to measure. How much time and who must collect the data will be also be identified.
Indicators or Measurement Statistics (continued):
Uses the framework of Farmers Market Coalition’s triple-bottom line. Cross-references the economic, social and human benefits for each group.
Please tell us what is useful for your project by taking the survey. Please add your own indicators too.
Observation 1-5 hours per collection ◦ Trained volunteers. Usually takes entire market
time. 2-5 people needed, Data is useful for many purposes but must be collected fairly and with discipline.
HOW data must be collected and by WHOM?
Interview Surveys 6-14 hours per collection ◦ Trained team. 2-15 people needed but data is
lengthy. Collection is logistically complex.
HOW data must be collected and by WHOM?
Passive surveys (also known as Dot Surveys or Bean Polls) 6-8 hours per collection ◦ Trained volunteers. 1-3 people but they can also
handle other duties. Entire market.
HOW data must be collected and by WHOM?
End of Day data collection 1-4 hours per collection ◦ Market staff or paid office staff. Requires
skills with office reports and analysis
Office Records Research 2-8 hours per collection ◦ Market staff or office staff. Requires space
and time in office and skill in building spreadsheets or graphs.
HOW data must be collected and by WHOM?
Anecdotes 1-5 hours per collection ◦ Trained volunteers. 1-3 people needed, Data is less useful
for stand-alone reporting but can brighten up other reports. Can handle other duties
Field Research ◦ Trained team. 2-5 people needed. data is lengthy. Collection
is logistically complex.
HOW data must be collected and by WHOM?
“Get better price comparison templates – prices need to be specific for product categories such as free range eggs”
“Know what products are selling in different markets”
“Get FMNP sales figures by county” “Use WIC peers to promote the market” “Collect formal recordings of testimonies of
shoppers and community partners”
Lessons learned = sharing knowledge
Complete the indicator survey online at Survey Monkey (link sent via email)
On the calendar:
December 7 webinar: Measuring the Mob: Reliable and Visitor Count and Customer Data Collection Techniques
January webinar: Price comparisons and Communicating Affordability
Next Steps
Evolution of Wireless Card Services → Early Adopter – Farmers Market Federation
of New York
→ SNAP in farmers markets programs had simple accounting systems
→ Wireless card machines go mainstream offering SNAP and debit
The Forks in the Road: Logistical Strategies for SNAP in Farmers Markets
Suzanne Briggs Technical Assistance Program Manager Farmers Market Coalition
Forks in the Road Decisions ◦ SNAP or No SNAP ◦ Who owns the SNAP permit: farmer? market? partner? ◦ So many third party providers, who to choose? ◦ Rent or Purchase Wireless Card machines? ◦ Paper receipts versus tokens? ◦ How does the market cover operating cost? ◦ Revenue stream options? ◦ Who markets to the SNAP and WIC shoppers? ◦ Future technology impacts?
Evolution of Wireless Card Services → Early Adopter – Farmers Market Federation
of New York
→ SNAP in farmers markets programs had simple accounting systems
→ Wireless card machines go mainstream offering SNAP and debit
→ Farmers markets begin generating revenue streams to cover costs
→ Increased # of farmers markets accepting credit cards
→ Farmers markets began favoring rented wireless card machines
→ Explosion of matching incentive programs.
→ Introduction of THE SQUARE technology.
Evolution of Wireless Card Services
Ecology of Farmers Markets
Farmers Market Profiles Matter: Farmers Markets Organized by Farmers
Strongest relationship with fellow farmers and market shoppers
Market manager is a farmer
Limited relationships with community partners
Farmers Market Profiles Matter: Farmers Markets Organized by Farmers
Unknown sales records Many SNAP permit holders, many fees, no
economies of scale Limited marketing to SNAP and WIC shoppers
Farmers Market Profiles Matter: Farmers Market Organized by Community Farmers Market Organizations
Stronger community ownership Dedicated market manager to connect
farmers and shoppers Some capacity to engage community
partners One SNAP permit holder, one monthly
fee, some economies of scale Markets to SNAP shoppers through
community partners and agencies Greater capacity to participate in
statewide farmers market association
Farmers Market Profiles Matter: Farmers Market Organized by Community Non Profits
Mission Driven Dedicated personnel Subsidizes farmers markets
with other organization resources
Smaller farmers markets often in low income neighborhoods
Deep understanding of health disparities and hunger.
Wireless Card Services State Agency Support
◦ Purchase machines for the farmers and/or farmers market ◦ Provide state-owned wireless card machines ◦ Reimburse farmers market for rental fees, SNAP
transaction and monthly fee ◦ SNAP agency promotes the farmers markets through
mailers and websites ◦ Provide incentive dollars for people of disabilities who use
SNAP ◦ Joint statewide private public marketing promotion
programs
Joint Public Agencies Success Story
3rd Party Wireless Card Services
◦ SNAP Only
◦ SNAP Debit
◦ SNAP Debit/Credit Card
Wireless Card Services Transaction Fees
Debit vs CC $10 $20 $30 $40 $100
Provider A Debit .55 .55 .55 .55 .55
Provider A CC 2.39% +.22
.46 .70 .94 1.18 2.61
Provider B Debit .55 .55 .55 .55 .55
Provider B CC 2.40% +.25
.49 .73 .97 1.21 2.65
Provider C Debit .40 .40 .40 .40 .40
Provider C CC 2.02% +.32
.52 .72 .93 1.13 2.34
Provider D Debit .55 .55 .55 .55 .55
Provider D CC 2.08% +.20
.41 .62 .82 1.03 2.28
Wireless Card Services Woodstock Farmers Market
June July August September
Total Sales – Debit and Credit
$500.01 $3,855.38 $6,010.00
$2933.05
# of Transactions - Debit and Credit
24 156 237 135
Total Fees $246.65 $214.21 $234.84 $152.72
Wireless Card Service Total Fees
.049329 or
4.9%
.055561 or
5.5%
.039075 or
3.9%
.052069 or
5.2% FM Charging Vendors 3 to 5% 3 to 5% 3 to 5% 3 to 5%
Wireless Card Services Revenue Streams ◦ None – Operating fees paid by market general funds ◦ Charge to customer - $1.00 to $2.00 per debit
transaction ◦ Charge for tokens – charge $22.00 for 4 - $5 debit or
credit card tokens ◦ % charge of vendor token sales – 3 -5 percent of total
token sales. ◦ % charge of vendor sales minus the total dollars of
change returned to customer
One Tokens………Two Tokens How many more?
Rainbow Colors of Tokens SNAP Tokens Debit/Credit Card Tokens Incentive Tokens Gift Certificate Tokens WIC Goes EBT ◦ Fruits and Veggie (CVV)
Tokens????
No More Tokens!!!! Solutions?
One Tokens………Two Tokens How many more?
Possible Solutions? Paper Scripts cumbersome, but no liability, less
handling Move from centralize SNAP program to
Farmers own machines Farmers adopt new technology SNAP and WIC on same EBT software
platform
Wireless Card Services Technology Game Changer
The Square
2.75% +$.15
The Cultural Significance of Farmers Markets http://farmersmarketcoalition.org/ the-cultural-significance-of-farmers-markets
USDA Food & Nutrition Services (FNS) SNAP Permits http://www.fns.usda.gov/cga/Contacts/FieldOffices.htm
USDA SNAP application for Farmers Markets http://www.fns.usda.gov/snap/ebt/fm.htm (Please note that these applications are not tailored to Farmers Markets specifically)
Oregon Farmers Market Association EBT Resources http://www.oregonfarmersmarkets.org/EBT/resources.html
THE SQUARE - http://squareup.com/ Mobile Market +APP – Nova Dia Group Ricky Aviles
[email protected] TSYS Merchant Solutions – Rental Machine Options, Jason Butts
Further Reading
Stacy Miller Executive Director Farmers Market Coalition
Developing and Changing Policies that Impact SNAP in Farmers Markets
• Requirements of the IRS Ruling • Future EBT funding
• Ex. Gillibrand • FNS Research and preliminary findings: how will they
influence administrative policy? • Complexity of future EBT programs (WIC, WIC CVV,
etc) • New regulations for smart phone apps and Verifone
tools to accept EBT
Federal Policy
◦ In 2010, 30% of FMPP grant funding supported new EBT projects ◦ In 2011: 40% of projects serve one or more food deserts 24% of all funding went to new EBT projects ◦ $23 million in grants over five years
FMPP
Strategic plan: 2,000 market authorized; $7.2 million in benefits redeemed by 2015 Mission Accomplished! … right?
Retailer locator: www.snapretailerlocator.com Blanket waver for scrip and incentives: Feb
2010 1,611 FM SNAP authorized retailers: Sept 2010 2011: 2,600 retailers FNS begins research on farmers markets’
relationship with nutrition programs: Nov 2010 $4 million requested in 2011 and 2012 budgets
SNAP Leadership at USDA
Expanding Access to Farmers Markets Act (Senators Kirsten Gillibrand and Sherrod Brown)
Provide farmers markets with wireless, mobile equipment to process SNAP benefits.
Amend the Food and Nutrition Act of 2008 to require State agencies and the Food and Nutrition Service of the USDA to treat farmers markets and other open-air retailers the same as brick-and-mortar, traditional retail food stores.
Encourage State agencies to contract with nonprofit organizations to assist with outreach, training and administration.
http://thomas.loc.gov/cgi-bin/query/z?c112:S.1593
Legislative Opportunities
Local Farms, Food, and Jobs Act (Representative Chellie Pingree and Senator Sherrod Brown)
Similar provision to Expanding Access Act Fund two statewide pilot projects to develop the software,
technology, and machinery needed to facilitate redemption of SNAP, WIC, & FMNP by wireless direct market retail food vendors; at least one should include smartphone technology.
Increase Senior FMNP to $25 million Allow farmers markets & CSAs to be venues for SNAP Education FMPP Local Marketing Promotion Program: $30 million
http://sustainableagriculture.net/our-work/local-food-bill/
Legislative Opportunities
Washington ◦ SB 6483, the Local Farms, Healthy Kids Act put wireless POS into 20 markets
Illinois ◦ HB 4756, the Farmers Market Technology Improvement Program
California ◦ A.B. 537 requires markets to allow a qualified organization to operate SNAP
Promising State Legislation
Massachusetts: $50K grant program via DTA and Dept. of Ag., with input from Mass Federation of FMs
Minnesota: mini-grants funded through Specialty Crop Block Grant
Michigan: WIC Smartphone app Pennsylvania: Dept of Ag offers terminals
State Initiatives: Promising Programs & Partnerships
PROJECT FUNDING: The project funding will cover the 2011 market season and will
support the following infrastructure and resources as defined below:
One Wireless EBT POS Device (which also can process standard credit cards (VISA, MasterCard) and bank issued debit cards)
First Installment Of SNAP EBT Tokens (debit/credit tokens not included)
Signage, flyers, posters And/or other promotional Items Inclusion in statewide marketing plan Technical and programmatic assistance
Example: Virginia Grant Program
REQUIREMENTS FOR PROGRAM PARTICIPANTS: For Market Participants, The Coordinator Can Be Anyone From The
Market Community (e.g. Manager, Vendor, Board Member, Community Volunteer) Who Commits To Overseeing The Operations, Outreach, Promotions, And Budgeting Of The EBT Program
This Person May Or May Not Be The Staff Operator Of The Wireless Device At The Market
The Market Must Have A Reliable "Staff" Person Continuously Attending The Table Where Customers Swipe Their EBT/Debit Cards In Exchange For Tokens To Spend At The Market
Market Coordinators And Individual Farmers Should Be Available To Meet With The Virginia Farmers Market Electronic Benefit Transfer (EBT) Program Committee 2-3 Times Per Year (Usually Via Phone Conferences)
Example: Virginia Grant Program
USDA Strategic Plan www.ocfo.usda.gov/usdasp/sp2010/sp2010.pdf
Farmers Market SNAP Sales Soar in 2010 farmersmarketcoalition.org/snap-sales-soar-2010
IRS 6050W Electronic Payment Reporting Requirement farmersmarketcoalition.org/6050w-reporting-delay Webinar video: http://youtu.be/oMN5sPjJnoY
Real Food Real Choice: Connecting SNAP Recipients with Farmers Markets farmersmarketcoalition.org/real-food-real-choice
FNS Funds Research to Better Understand Farmers Markets farmersmarketcoalition.org/fns-funds-research
SNAP EBT at your Market: Seven Steps to Success (PPS) pps.org/store/featured-items/snapebt-at-your-farmers-market-seven-steps-to-success/
2010 SNAP Participant Characteristics www.fns.usda.gov/ora/MENU/Published/SNAP/FILES/Participation/2010Characteristics.pdf
Washington Local Farms, Healthy Kids Act apps.leg.wa.gov/billinfo/summary.aspx?bill=6483&year=2007
The Future of Farmers Markets: Evolving Technology to Connect Farmers Markets to Food Assistance Recipients
farmersmarketcoalition.org/the-future-of-farmers-markets-evolving-technology-to-connect-farmers-to-food-assistance-recipients
References and More Information
Jezra Thompson Program Manager Roots of Change San Francisco, California
Developing and Changing Policy that Impacts Farmers Markets: Informing Local and State Policy
• Multiple permitting forms and policies • Contradictions between counties and cities • Inappropriate zoning for temporary spaces, like fairs and festivals • Lack of communication between orgs & agencies
Current Permitting, Zoning, and Policies
Markets represent a public and private good
They shape our spaces and places
Add economic activity Increase healthy food
access Engage communities and
build relationships
Why do we need change?
What can cities do? What can counties do?
How can Counties and Cities change to better support equity in farmers markets?
Work with local businesses to gain support for markets establishing in their neighborhood
Advocate for streamlined policies Partner with each other to build a
movement and a larger voice Work with your government offices and
advocate for their leadership
What can we do to help them change?
• Resource for jurisdictions interested in re-evaluating sanitation policies related to farmers markets
http://www.marketumbrella.org/index.php?page=manual-field-to-table • Marketumbrella.org Economic Eval: marketumbrella.org/marketshare/seed • County-Specific Obesity, Diabetes, and Physical Inactivity Prevalence Data
(CDC): www.cdc.govobesitydatatrends.htmls_cid=govD_dnpao_079&source=govdelivery#County
• Food Environment Atlas (USDA): http://www.ers.usda.gov/foodatlas/ • Food Desert Locator (USDA): http://www.ers.usda.gov/data/foodDesert/ • National Farmers Market Directory:
http://apps.ams.usda.gov/FarmersMarkets/ • Public Health Law and Policy: Establishing Land Use Protections for
Farmers' Markets http://www.nplanonline.org/nplan/products/establishing-land-use-protections-farmers-markets
Further Reading
Jezra Thompson Program Manager Roots of Change, CA
Jean Hamilton Market Development Coordinator NOFA-VT
Identifying and Enriching Community Partnerships
Outline: Review Guiding Questions Social Mapping Partnership Building Exercise Revisit Questions Review Lessons Learned
SEE LA’s Hollywood Farmers Market
Who can your market help?
What is the value of partnerships? What are different types of
partnerships? How are different partnerships
formed? Where do we find partners? How can partnerships reduce work
and redundancies? How can we make time for building partnerships?
Who can help your market?
Partners celebrate at the Winooski FM in VT
Building Smart Communities through Network Weaving by Valdis Krebs and June Holley
Bowling Alone by Robert Putnam
Engaging the Community for Farmers Market Success by NOFA-VT(www.nofavt.org/sites/default/files/Community%20Support%20Manual.pdf)
Farmers Market Price Comparison in Southeast States http://www.ruralscale.com/resources/farmers-market-study
Vermont Farmers Markets Pricing Study http://nofavt.org/pricestudy
Farmers Market Coalition: www.farmersmarketcoalition.org/resources/
Further Reading
Our SNAP in Farmers Market Progress Report:
What can we measure from what we learned?
Questions?
Thank you!