Farmers Market Team Fluvanna Leadership - PowerPoint Presentation

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Farmers Market Team

Fluvanna LeadershipDevelopment Program2015-16Class 13

Traditional Market TeamPatrick Dempsey (Presenter)Terri BrownSue CotellessaLeslie CushnieBruce DealPatricia GuillPaul Guill

Virtual Market TeamRob Jones (Presenter)Isabella O’BrienRovelle Brown

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Fluvanna County Farmer’s Market

ISSUEThe Fluvanna Farmers Market has gone through various stages of growth. The initial enthusiasm for the market has dwindled Lack of participation by farmers and consumersMISSIONIdentify challenges and opportunities for a self-sustaining, vibrant, and viable marketTASKSStudy reasons for Fluvanna Farmers Market not thrivingVisit and analyze other local farmers marketsHow are they organizedWhy are they succeedingPropose steps that need to be taken to go forward to create a successful farmers marketExamine potential for a virtual farmers market and prepare beta site

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Project Tasks

Examine current market issues, challenges, and opportunitiesVisit and research current market participants, other nearby markets, County Staff and Extension AgentExplore options for traditional and virtual markets: What makes a successful market?Make Recommendations for moving forward

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Current Market Issues and OpportunitiesFactors impacting the success of the Market:LocationDays and hours of operationBuyer demographicsVendor participationCommunity involvementMarket Manager Support of local government Communication among vendors or with customers (marketing)Rules/bylaws that impact participation of vendors and availability of products to the consumerFundraising

Fluvanna County Farmer’s Market

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How Do We Measure Up?

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Fluvanna

Goochland

Nelson

Scottsville

Charlottesville

Venue

Pleasant Grove

Sat. in Manakin (west of Short Pump) on rented land currently for sale; Tuesdays near grocery

Near Wintergreen

Pole barn with electricity, wifi, fans, bathrooms

100 Water St. Downtown Charlottesville, VA

Dates/Times

Tuesday 2-6

Saturdays 8-1 Also Tuesdays 4-7

Saturday 8-12

Saturdays 8-12; 7-12 in summer

Saturdays 7am - Noon Apr-Oct

Vendors

Handful…down from 2010; $100 annual fee

55-70; 5:1

Food:Craft

; $75 annual fee plus percentage of sales; Tues $50 + $15 weekly

55-70 vendors minimum; Session cost $100 + 6% of sales; weekly $10 + 6% of sales

Approx. 20; Produce 50-60%, Craft 10%; Food 20%; Pole Barn $10, Center Isle $5, Outside Barn Canopy $3

100-110 Vendors, 60% produce, 15% crafts, 25% food. Outside Apr-Oct Nov & Dec. Feb Inside

Partners / Sponsors

None other than County-provided venue

Sponsors 500-1500/yr; local gov't, Farm Bureau, Farm Credit, local businesses; grants

Ag Co-op

Supported by town with venue, utilities, insurance,

wter

,

wifi

, some marketing

Sponsored by the City of Charlottesville Parks and Rec

Market Manager

Volunteer from among vendors

Paid Market Manager; two Saturday staff and one Tuesday staff

Paid

Paid $50 per week, 52 weeks/yr. Responsible for visiting vendors and markets

Market Masters are

hired

City employees

paid a salary.

"Local"?

Fluvanna and contiguous counties

100 mile radius except things not available in VA like shrimp from NC and fish from Alaska; no resale except agriberry conglomerate

75 mile radius; resale not permitted

All of virginia; resell must be identified

Local is considered anywhere within the state of VA

Insurance

Required; was $300 but may be reduced with new provider

$600 req for meat/cheese vendors; encouraged for others

No requirement

Product insurance required; town covers general liability

NOT REQUIRED

Miscellaneous

Food trucks, music, activities for children; 30+ signs placed; weekly email

Marketing thru website, print, radio

Accepts

EBT. M

eade

Market on Wed and Holiday Market in Dec

What makes a successful farmers market?Viewed and supported as community resourceVariety of vendors and customers Attractions with good advertisingDays and times / location for optimal attendanceCommitted Manager with time and passion to create:HealthySelf-sustainingSuccessful Market

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Why is it important?Stimulate local economyPreserve farmland and rural livelihoodsIncrease access to fresh, nutritious foodSupport healthy communities

Fluvanna County Vision

The Fluvanna County Comprehensive Plan: Identifies the Farmers Market as one of our signature events, such as Old Farm Day, the Kite Festival, and the County FairParks and Recreation section of the Plan expresses a need to develop community gathering locations to enhance a sense of communityEconomic Development section of the Plan supports promoting local and regional markets for value-added agricultural enterprises and accommodate wineries

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1. Recruit a Marketing ManagerCounty staff or compensated manager (may be minimal/seasonal)Rebuild from the ground upFocus on Market growth, advertising, fundingCommitted and excited about creating a successful, self-sustaining community resourceWilling to devote time and energy to ensuring vendor and customer satisfaction and overall market healthMotivated and passionate about success/growthAccountable for market success

Key Team Recommendations

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Key Team Recommendations

2. Seek Support from sponsors, non-profit, and government partnersAdvertisingProgrammingGrants ManagementStaffDonation Stream (e.g. Go Fund Me)3. Open market to additional vendorsRedefine “Local”Widen area (e.g. 100 mile radius)All of VirginiaConsider “resellers”4. Offer additional programsFood vendorsMusicKids Programming5. Consider alternative Day, Time, and Location (particularly weekend or more effective commuter capture)6. Network with local businesses7. Implement a Virtual Farmers’ Market as community resource

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What else can we do about it?

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What might a Virtual Farmers Marketlook like?

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Beta Introduction:Rob jones