Reaching Out to the Market Community

Transcription

1 Farmers Market Managers Professional Certification Program Module 2: Unit 2.2 Reaching Out to the Market Community Nutrition Programs to Grow Your Market UNIT OVERVIEW This unit will give an overview of the three major nutrition programs operating in farmers markets, including how and why to participate. Completion of this unit will give a market manager both knowledge of the programs and ideas on how to adequately promote the programs within the market LEARNING OBJECTIVES CONCEPTS Understanding the Farmers Market Nutrition Program (FMNP), WIC Vegetable and Fruit Check Program (WIC V&F), and Supplemental Nutrition Assistance Program (SNAP) SKILLS Understanding the programs and how they benefit your market and consumers will help you to adequately educate and promote the programs in your market to build consumer awareness - 1 -

2 Unit 2.2 Nutrition Programs to Grow Your Market There are a number of purposes behind nutrition assistance programs. Some are meant to help feed people who cannot otherwise afford enough food for themselves and their families. Others are meant to supplement their diets with healthy food to ensure a healthier start in life for children. There are also a number of funders behind nutrition assistance programs from the Federal government to state and city level governments, as well as local nonprofit community organizations. Their goals may differ as far as why they are funding these programs, but they all have a commonality which is to reduce hunger and increase nutrition by providing healthy food options. When it comes to farmers markets, there are affordability issues that prevent many consumers from participating and shopping for fresh, healthy and locally grown foods. If a consumer has a limited budget, they can often find other foods that are considered more affordable and filling than farmers markets foods, even if what they purchase is not healthy. For example, ramen noodles can be purchased much cheaper than fresh broccoli at the farmers market. For the cost of one side dish of fresh broccoli, they may be able to purchase enough prepackaged noodle soups for several meals. Many consumers do not know how to use fresh, raw foods. How to prepare these foods or even just properly storing them until they are consumed is knowledge that many people do not possess. They may have never been taught and it just isn t on their radar or they may want to learn but they aren t sure how. They may even be of the perception that all fruits or all vegetables are just not that tasty because they have never tasted fresh produce that has been properly stored and prepared. This makes purchasing foods at farmers markets intimidating. While these are very real issues, some are a matter of perception. Many people believe farmers markets are expensive and out of reach for low income consumers. While studies repeatedly show this is not usually true, it is, nevertheless, a perception held by many people with limited means. Fortunately, there are a number of nutrition assistance programs that are available to farmers markets to help them reach the low income consumers in their community and bring them into the fold. Once consumers participate in one or more of these nutrition programs, they are more likely to come back and spend their own money at the market even in the absence of these promotional dollars because their perception has changed and they now realize that markets do provide affordable healthy options. By participating in these programs, the market furthers its ability to achieve its triple bottom line mission to support farmers, consumers and their community. Nutrition programs operating in farmers markets: Bring more people to the market by making the market accessible to consumers of all economic levels Add sales and revenue to farmers through sales to a new consumer base - 2 -

3 Help consumers to eat healthier and learn how to use and prepare healthy foods Help support farmers markets in low income neighborhoods by making them profitable enough for farmers to participate Farmers Market Nutrition Program The Farmers Market Nutrition Program (FMNP) provides a booklet of $4 checks to WIC families and low income seniors. The checks are given out once per season and are valid at farmers markets and farm stands to purchase fresh fruits and vegetables direct from the grower. The program is administered by the NYS Department of Agriculture and Markets. (For details and applications, visit: mnp-forms-documents.html.) To be eligible to participate in the FMNP program, a market must: Operate in an approved location Provide a list of rules and regulations for the market, with language regarding the FMNP Provide a list of bona fide farmers and the items they grow and sell at the market, indicating those accepting FMNP Provide space for nutrition education Provide a sufficient variety and amount of locally grown produce The market applies to the program by completing an application to the NYS Department of Agriculture and Markets, along with providing a list of their farmers and products and their market rules and regulations. Once approved by the Department, the market receives an authorization packet with an agreement letter that must be signed and returned to the Department. A farmer is eligible to accept FMNP checks if he/she: Is a bona fide farmer Sells fruits and vegetables at an FMNPapproved farmers market Produces 50% or more (by volume) of fruits and vegetables offered for sale at the market (unless the market has more stringent rules for re-selling, in which case the market rule prevails) To apply, the farmer will complete a FMNP Farmer Participation Agreement and a crop plan and submit them to the market manager. The market manager signs the application, attesting to the applicant being a bona fide grower of fruits and/or vegetables. The manager will then forward the signed application to the NYS Department of Agriculture and Markets and keep the crop plan. This will be used in the case of any investigation initiated by NYSDAM to verify their status as a grower of the products being sold. Upon acceptance by the Department of Agriculture, the farmer will receive a laminated sign to put on their market table to let consumers know they accept FMNP, an FMNP Identity card and a stamp with their FMNP number to endorse their received FMNP checks before taking them to the bank. Coupons are distributed to WIC families through - 3 -

4 WIC clinics during their summer quarterly visits. Low income senior coupons are distributed through Senior Centers, County Senior Agencies or Senior Congregate Meal Sites. Between June 1 and November 30, FMNP checks can be used at farmers markets to purchase fresh fruits and vegetables direct from growers. FMNP consumers coming into the market should look for those market tables displaying signs We Gladly Accept NYS Farmers Market Checks. The $4 checks can be used singly or in multiples. A farmer cannot give change back on any sale that is not an even $4 sale. In this case, the farmer will typically add more produce to bring the sale up to the $4 amount. But sales exceeding $4 can be paid for with multiple FMNP checks, additional cash or with any other nutrition program instrument, such as SNAP tokens or WIC Vegetable and Fruit Checks. To redeem the FMNP checks, farmers must stamp them with their assigned FMNP numbered stamp and cash them in at any Key Bank in New York State. Key Bank is under contract with NYSDAM to cash or deposit FMNP checks at no charge to the farmer. They will, however, require the farmer to show his or her FMNP Identity card. Checks must be negotiated no later than December 15 th. Farmers can also deposit the FMNP checks into their own non-key Bank personal bank account. However, bank fees may apply. WIC Vegetable and Fruit Check Program The WIC Vegetable and Fruit Check Program is a part of the traditional WIC (Women, Infants & Children) program, but is administered by the NYS Department of Agriculture and Markets rather than the Department of Health. The program operates year round, providing monthly checks to pregnant and postpartum women, infants and children up to age 5. The checks are valid for purchasing vegetables and fruits. At grocery stores and other bricks and mortar WIC retailers, these checks can be used to purchase fresh, frozen or canned fruits and vegetables. However, at a farmers market the checks are only valid on fresh fruits and vegetables. To be eligible for the WIC Vegetable and Fruit Check Program (WIV V&F), farmers must: Be a part of the FMNP program Participate in an annual training Sign a WIC VF Farmer Agreement Submit a voided check, tying your redemptions to your checking account Consumers with WIC V&F Checks can purchase fresh fruits and vegetables at the market. This can include bagged salad mixes or bagged vegetables. It does not allow purchasing herbs, nor food sold at salad bars, party trays, fruit baskets, or any kinds of decorative vegetables and. To purchase the eligible products, consumers must find farmers in the market who accept WIC V&F Checks, by finding the booths displaying a WIC sign. When the sale is complete, the farmer will accept the WIC V&F Check, have the consumer sign the check and then verify the signature with the consumer s WIC ID card. Then they will fill in the amount of the sale, not exceeding the full value of the check. In addition, the farmer must pay close attention to the dates on the checks. These checks have a 30 day window in which they can be accepted. Only one - 4 -

5 WIC V&F check can be used in a single purchase. However, the customer can use cash, SNAP tokens, FMNP checks or any other type of currency to complete the sale. If the sale does not add up to the maximum value of the check, the farmer cannot give change to the customer. Instead, they write the actual value of the sale on the check and will be reimbursed for the sale value only. To redeem the checks, the farmer stamps the check with their assigned FMNP stamp. The checks are then deposited into the farmer s authorized checking account. The checks must be deposited within 60 days of the not good before date on the check or 30 days from the end date of the check. If the farmer fails to comply with the dates, clearly stamping the check with their FMNP stamp and completing the sales value on the check, the bank will not honor the check. In this case, the farmer will not be paid the value of the check and will likely incur bounced check fees from the bank as well. So it is critical that farmers understand the steps for accepting and redeeming WIC V&F Checks and be very vigilant in reviewing each check before depositing to avoid any losses. WIC Vegetable and Fruit Checks are more cumbersome for farmers to accept and to redeem than FMNP checks. In addition, the competition with traditional food retailers makes this program less attractive to farmers. However, the amount of funds available through the WIC program far exceeds the FMNP program and as such, provides a much bigger pot of money for farmers to access, should they choose to participate. For more detailed information, go to mnp-wic-vf.html Supplemental Nutrition Assistance Program The Supplemental Nutrition Assistance Program, commonly referred to as SNAP, is by far the biggest pool of money when it comes to farmers market nutrition programs. The program is administered on the national level by the USDA s Food and Nutrition Service. On the state level, the program is administered by the NYS Office for Temporary and Disability Assistance (OTDA). In New York State, a program was created by OTDA, NYSDAM and the Farmers Market Federation of NY to assist farmers markets and farmers to participate in the SNAP program. The goal was to bring more markets and farmers into SNAP to provide access to healthy foods for SNAP consumers. It also brings more revenue to farmers and helps to support farmers markets in low income neighborhoods by adding enough revenue to the markets to make them feasible for continued farmer participation. In New York State, SNAP distributes over $5 billion to SNAP recipients annually. That is certainly not a small number! While farmers markets have been participating in SNAP since 2005, the level of SNAP dollars used at these markets is less than 1% of the annual total SNAP dollars distributed. This means there is tremendous room for growth and a huge opportunity for farmers to increase their customer base and their sales by participating in the SNAP program. To participate in SNAP, both farmers and markets must become an authorized SNAP retailer. The application process is done through - 5 -

6 an online portal and can take up to 45 days for authorization. Once the market or farmer is certified as a SNAP retailer by USDA, applications must be completed for equipment and service. USDA has made funding available to assist markets and direct marketing farmers to obtain SNAP equipment: an iphone, card reader and blue-tooth connected printer for NY SNAP participants. To be eligible for free equipment through USDA, the participant must be either a multi-vendor farmers market or a direct marketing farmer participating in at least one farmers market. All others must provide their own device and data plan, while the NYS Program will still provide them with a card reader and blue-tooth connected printer as well as signage and fee support. New York State, with funding provided by NYSDAM and OTDA, has contracted with the Farmers Market Federation of NY to provide support to farmers and farmers markets to help them participate in the SNAP program. Eligibility for NYS assistance is offered to any kind of farmers market, including mobile markets and youth markets, and any direct marketing farmer whether or not they participate in a farmers market. The support includes: Assistance with the application process Training on operating SNAP in a farmers market Tokens for central terminal systems in farmers markets Outreach to farmers and markets to encourage participation in SNAP Consumer outreach to build awareness for SNAP at farmers markets, farm stands, CSAs, etc. Fee reimbursements for SNAP transaction fees and processing fees Marketing materials to assist participants in promoting their SNAP programs Besides being a much greater pool of money, the SNAP program also offers a wider range of products that can be bought with SNAP benefits as compared with the other nutrition programs. The list includes: All fruits and vegetables Meats, fish and poultry Cheese and all dairy products Eggs Baked goods Processed foods Maple/honey/cider/juices Herbs plants, bunched or dried Any plants and seeds that bear food There are some products available from a farm or farmers market that are not eligible for purchase with SNAP benefits. These include: Any non-food products, such as cut flowers, nursery stock, and crafts Any wine or alcohol or products made with alcohol Hot foods Any prepared foods or foods meant to be eaten on site (prepared salads, hot soups, hot coffee etc.) The key to determining whether a food is eligible or not is on intent. If the intent is that a customer will consume the product on site, then the product is not eligible. If the intent is that it - 6 -

7 would be consumed at home, then it would be eligible. For example, if a baker is selling cookies in the market, if the customer buys a package of 6 or 12 cookies, the intent is that they would be taken home for consumption. However, if the cookies are sold wrapped individually, the intent is that they would be consumed immediately as a snack while you shop the market. In that case, the product would not be eligible. If a large family buys a 6 pack of cookies with SNAP funds and then immediately opens and consumes them, that s okay because the intent was that they be taken home. To make a SNAP purchase, consumers will swipe their benefit cards on a SNAP capable device, such as an iphone equipped to accept SNAP. The amount of the sale is removed from the customer s benefit account and transferred to the retailer s bank account. The sale will show up in the retailer s account within 48 hours. If the retailer is the farmer, this is a direct transaction between the consumer and the farmer. However, many markets operate a central terminal system. This means the market has the SNAP certification to accept SNAP benefits on behalf of the farmers and vendors in their market. The benefit card is swiped on the market s equipment. While the benefits are transferred to the market s checking account, the customer is given market-specific SNAP tokens to use for purchasing product from the farmers at that specific market. The market farmers accept the tokens as payment for SNAP eligible products and then redeem them with the market manager for reimbursement from the market account that the SNAP fund went into. This system allows a greater number of options for consumers than would be the case with a few individual farmers in the market accepting SNAP benefits themselves. Although, many more farmers are now becoming equipped to accept SNAP as individual farms and soon we may see the pendulum swing in the other direction as more and farmers sign on to the program. Once you ve completed all your applications and received your equipment, you can now begin accepting SNAP. But what about outreach and promotion? In order to develop a large base of SNAP customers that will grow over time, you ll need to promote the fact that your market or farm can now accept SNAP benefits. The Farmers Market Federation of NY maintains a full menu of information to assist farmers markets and farmers with their SNAP programs and outreach. Videos educate farmers and markets about the program and how to operate a Central Terminal system. Tracking sales and redemptions of tokens is maintained using the spreadsheets provided by the Federation. Also there is a full catalog of marketing materials to help with promoting the SNAP program at your farmers market. To access these materials, visit SNAP Incentive Programs In addition to nutrition programs at farmers markets, SNAP incentive programs are becoming a very popular way to encourage low income consumers to shop at your market. These incentive programs provide a coupon toward additional purchases of food based on a customer s use of SNAP benefits at the market. The idea is to encourage SNAP customers to shop at a farmers market, to help dispel myths such as farmers markets are expensive, and to - 7 -

8 show that a farmers market is affordable, familyfriendly and an opportunity to interact with farmers that grow the foods being sold. Once shoppers experience shopping at a farmers market, taste the foods purchased locally and direct from farmers, they will continue to use their SNAP benefits at a farmers market. There are two major incentive programs currently operating in New York State, along with several smaller, regional programs. Farmers Market Health Bucks is a SNAP incentive funded and administered by the NYC Department of Health and Mental Hygiene. The program operates at all SNAP capable markets within New York City. For a minimum purchase of $5 in SNAP tokens, consumers receive a $2 Health Buck, or a 40% increase in buying power. The Health Bucks are valid on any fresh fruits and vegetables purchased from an FMNP farmer at participating markets. Farmers participating in the FMNP program can accept the Health Bucks as payment for their own fruits and vegetables and redeem them for reimbursement at face value directly through the Farmers Market Federation of NY. Fresh Connect Checks is a Governor Cuomo sponsored program and is administered by the NYS Department of Agriculture and Markets. The program is statewide and targets all SNAP capable markets that are not operating other SNAP incentive programs. The program operates year round, helping to boost sales for winter markets, as well as those operating seasonally. Fresh Connect checks are $2 coupons that can be used to purchase any SNAP eligible food from any farmer or vendor in participating farmers markets. The customer swipes their benefit card and receives a $2 Fresh Connect check with any $5 purchase of SNAP tokens up to a maximum of $20, again providing a 40% increase in the consumer s buying power. Farmers accept the Fresh Connect checks as payment for their SNAP eligible foods and redeem the checks by mailing them directly to the Farmers Market Federation for a full face value reimbursement. Outreach to the Low Income Community Outreach to the community is critical to gaining success at the market with any of the three major nutrition programs. When determining who to reach out to, ask yourself these two questions: 1. Who could benefit from education on using the nutrition programs at farmers markets? For example: WIC clinics Food pantries Offices of the Aging Public Health Clinics Nonprofit agencies or other state/local agencies working on hunger issues 2. What places might benefit from promotion regarding nutrition programs at farmers markets? For example: Same list as above Community events Schools Farmers markets There are a number of ways to do your outreach. Direct contact is probably the best method. Call on the agencies and organizations you have identified from answering these questions. Bring them information on each of the programs you - 8 -

9 offer at your market. Flyers for the SNAP program are available for download at content/uploads/ebt-consumer-brochure- Revised.pdf. You may be able to get flyers for the FMNP or WIC V&F programs from Cornell Cooperative Extension s Eat Smart NY Program team. Make sure you leave handouts about your market location, hours, days and season, special events schedule and a promotional blurb about why shopping at your market is fun, affordable and beneficial to the consumer. and prepare healthy, fresh and locally grown foods. Of course, you need to be sure you are doing your cooking demonstrations safely and legally. Check with your county Department of Health to learn their requirements for cooking and sampling at the market. Each county will have their own regulations. Some markets visit consumer groups and give presentations about their market, the nutrition programs in their markets and encourage visits to the market. Providing the audience with incentives to attend the market will increase the likelihood of their coming to the market. Farmers market bingo is a great way to build interest in the market, educate consumers about fresh fruits and vegetables and provide an incentive to those who win each game. Incentives can be coupons, tokens or anything that requires them to shop at the market to redeem the incentive. Nutrition education can also build consumer interest and knowledge of using local food. Many consumers do not know fresh produce is it a cabbage or a head of lettuce? Nor do consumers necessarily know how to prepare fresh foods. Educational programs help to answer these questions for consumers. Cooking demonstrations are a great way to encourage consumers to purchase and eat fresh vegetables. Show them the product, explain the storage and preparation process and then by preparing a simple recipe. As you offer sample tastes of the recipe, distribute a paper copy of the recipe that participants can bring with them. Farmers will see an increase in sales of the product that was prepared and consumers will learn how to eat You should also look at the Cornell Cooperative Extension office in your country for assistance. There may be nutrition educators that can help you reach your target audience, spread the word about the nutrition programs in your market, and they may even have outreach materials that you could use. Some Extension offices have funding to perform periodic cooking demonstrations and nutrition education at farmers markets in their region so definitely seek their advice and assistance

10 References: This material is based on a presentation by Linda Ameroso, Cornell Cooperative Extension, NYC, at the Farmers Market Manager annual conference, Nov Appedices: FMNP Consumer Currency Brochure WIC V&F vs. FMNP Comparison Chart General Guidelines for Food Demonstrations at Direct Marketing Venues General Guidelines for Food Sampling at Direct Marketing Venues 10