FARMERS MARKETS: COMMUNITY BENEFITS AND BEST PRACTICES. Population Health Improvement Program Webinar Series Thursday, October 27, 2016

Transcription

1 FARMERS MARKETS: COMMUNITY BENEFITS AND BEST PRACTICES Population Health Improvement Program Webinar Series Thursday, October 27, 2016

2 Kimberly LaMendola Regional Development Coordinator Food System Projects Manager Southern Tier West Regional Planning & Development Board 4039 Route 219, #200 Salamanca, NY x2211

3 Southern Tier West RPDB Chartered by Allegany, Cattaraugus, Chautauqua Counties in late 1960s Regional planning and development assistance; emphasis on economic and community development initiatives Local Development District for Appalachian Regional Commission Located in northern portion of federally designated area called Appalachia Local food system development is an ARC priority for asset-based development

4 Southern Tier West s Food System Work Goal: Increase profitability for farmers/food producers Goal: Increase consumer access to healthy nutritious food Objective: To motivate a vibrant regional food system that assures farmers and food producers have a strong, growth-oriented market for locally grown or produced goods by increasing consumer awareness and purchase/access of local food, developing diversified market channels, expanding product inventory and value-added techniques, and forging peer resource and training networks. From the Ground Up marketing and brand program Local food directory and social media Regional food hub study Regional meat production and process assessment STW Regional Farmers Market Network Food system work = economic/community development Trainings and professional development Farm-to-School / Farm-to-Institution NYS Farmers Market SNAP Support Program Supply and value chain facilitation NYSAWG (NY Sustainable Agriculture Working Group) Partner in regional stakeholder groups/orgs.

5 Why Farmers Markets???

6 Farmers Markets Growth New York State = approx. 600 farmers markets

7 Farmers Markets Mean Business

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9 Economic Impacts With nearly 600 farmers markets in New York State alone, the impacts are appreciable and decentralized to local communities Direct revenue impacts Cash in pockets in farmers & vendors Cash for farmers market entity Cost savings to consumers

10 Economic Impacts Indirect revenue impacts Sales tax (where applicable) Multiplier effect throughout community Workforce Spillover spending on market days Stabilize business economy Farms that sell D2C demonstrate longer business viability than those only selling into commodity markets or hybrid model One link in the food value supply chain

11 Community Development Impacts Farmers markets are civic and social gathering places Farmers markets are indicators of livable communities Farmers markets are leveraged for other investments Community feels sense of ownership of market Some farmers markets are tourist destinations/stand-alone attractions Farmers markets are the original business incubator

12 Environmental Impacts The United States loses an acre of farmland per minute to development pressures Vibrant local food economy means more viable land in agricultural production More operating farms = more opportunity for emerging farmers to keep land in production The closer the food to the consumer = reduced need for chemical applications Food miles average retail produce travels over 1,100 miles to your table; 95% of fruit consumed in the United States is imported Farmers markets and D2C market channels greatly reduce carbon footprint

13 Community Health Access to Fresh, Nutritious Food Social health and physical health Fresh food = more nutrients retained Tastings, demonstrations, recipes = motivation to purchase more or new types of items Farmers markets are often in walkable/bike-friendly/motorized chair zones Farmers markets now provide income-supported households with an alternative source for purchases of fresh vegetables, fruit, and other local food products and many now accept a variety of income-assistance benefits such as SNAP.

14 Community Health: SNAP $19.4 million in SNAP benefits were redeemed at farmers markets across the US in 2015, a fourfold increase since This dramatic increase can be attributed to markets investing in innovative outreach, education, and incentive programs, and support from federal, state, and local government. $19.4 million is a number to be proud of, however, it represents only a small fraction of total SNAP sales. Nevertheless, the rapid growth of SNAP usage at farmers markets in recent years demonstrates that even a small increase in the percent of SNAP benefits spent at farmers markets can make a real impact more fresh, nutritious foods going to families who need it, and millions of dollars in revenue going directly to farmers. (source Farmers Market Coalition)

15 Community Health: SNAP

16 So You Want to Start/Organize/Manage/Run/ Host/Sponsor a Farmers Market? Here is what you need to consider (at the very minimum!) Local, State, Federal Regulations Location/Capacity Where are the farmers??? Governance Management Where are the farmers??? Finances Compliance/Accountability Crisis Management/Emergency Protocol Customer Relations Marketing Where are the farmers??? Insurance/Liability Where Are the Farmers???? Community Relations County Health Laws Accessibility Washrooms Permits/Local Laws Special Event Planning SNAP & other coupons EBT/Debit/Credit Processing Lions, tigers, dogs, cats, oh my! Where Are the Farmers??? Where Are the Farmers???

17 The farmers come first when planning a market

18 What is a farmers market? New York State Dept. of Agriculture and Markets: 259. Legislative findings. The legislature hereby finds and declares that farmers' markets provide a vital and highly effective marketing mechanism for thousands of New York farmers, improve the access of consumers and wholesalers to New York farm products, and contribute to the economic revitalization of the areas in which the markets are located. The legislature further declares that farmers' markets provide consumers with access to a wide range of high quality, nutritious, farm fresh and processed New York state agricultural and food products; facilitate expanded wholesale distribution of New York state farm products to retail stores, restaurants, institutions and other wholesale food buyers; provide new and expanded farm and city jobs in agricultural production, marketing, and sales, and in market facilities development and operation; promote consumer awareness of New York state agriculture and agricultural products; and foster economic and social interaction between urban and rural residents of the state. It is therefore the intent of the legislature and the purpose of this article to encourage farmers' markets in the state by providing state assistance to municipalities and public and private agencies interested in developing new markets or expanding or reconstructing existing farm market operations.

19 What is a farmers market? 260. Definitions. As used in this article: 1. "Farmers' market" shall mean any building, structure or place, the property of a municipal corporation or under lease to or in possession of a public or private agency, individual or business used or intended to be used by two or more producers for the direct sale of a diversity of farm and food products, as defined in subdivision four of this section, from producers to consumers and food buyers. Such market may also include facilities for the packing, shipping, first-instance processing or storage of farm and food products, and shall include all equipment used or intended to be used in connection with such facilities. Such market may also include other businesses which reasonably serve the public or make the market more convenient, efficient, profitable or successful, including, but not limited to, food service, baking, and nonfood retailing.

20 What is a farmers market? Producer "Producer" shall mean any person or persons who grow, produce, or cause to be grown or produced any farm or food products in New York state.

21 Key Considerations Assess need and feasibility Community and leadership engagement Judicious and objective assessment - why Survey key stakeholders: farmers/producers, community members, existing businesses If we build it, they will come They want to come, so we will build it Structure Organization Governance Management Who bears the bottom line?

22 Key Considerations Operations Recruitment/retention Rules enforcement Crisis plan Nutrition coupon programs Events/ day of tasks Financial management Site management

23 Key Considerations Sustainability Annual vendor and customer turnover Diversity Financial resources It takes work to keep the market profitable for the farmers/food producers It takes work to keep the market fresh, appealing, beneficial to customers Management has to be flexible, creative, tenacious, and, above all, passionate!

24 1. Form a steering committee that is representational of the community 2. Determine goals for the market to accomplish and a mission statement 3. Assess community interest in a farmers market 4. Assess local agriculture s support for a new farmers market 5. Assess local business support/opposition to a farmers market 6. Establish the market season, days, operation times 7. Search out legal requirements for operation a farmers market 8. Research other markets successes/failures Checklist for Developing a Community Farmers Market 9. Evaluate potential farmers market sites 10. Design layout of the market 11. Secure permits/licenses 12. Secure trash cans/dumpsters 13. Secure washroom facilities 14. Secure market insurance 15. Enroll market in nutrition assistance programs 16. Hire a market manager 17. Establish rules and regulations 18. Organizational structure for market (bylaws, incorporation, etc.) 19. Advertising and promotion plan 20. Events schedule (source: Farmers Market Federation of NY) 21. Develop vendor application/rules 22. Recruit farmers/ diverse mix 23. Establish market budget/finances 24. Identify outside funding sources 25. Vendor orientation meeting 26. Continuous evaluation of market operations 27. Repeat steps as necessary annually!

25 Challenges Attracting diversity of vendors with diverse products = customers driving the demand Farmers market saturation point Increased competition from retail, big box, green washing, and other emerging market channels Seasonality of products demand is year round Managers or quasi-managers not professionalized market operations Farmers are aging out; new farmers not keeping pace with demand Farmers market sales may have reached an apex Food safety regulations

26 Resources are available! We can help! Market management training professionalizes market operations Peer networks (STW Regional Farmers Market Network) Required special trainings for SNAP and other benefit coupon programs Farmers Market Legal Toolkit Build on best practices; exceed in new ways There is not one single right way but many possible wrong ways to manage a farmers market

27 If a farmers market isn t the right fit for you, there are other ways to connect people to nutritious food Mobile farmers market Pop up market events Gleaning programs CSA (Community Supported Agriculture) Food box programs Food pantries/ nutrition sites connected to farmers Ready-to-cook farm meals Community gardens

28 Questions?

29 Farmers Market Resources Fresh Local WNY Farmers Market Federation of NY Farmers Market Coalition Project for Public Spaces

30 Contact Kimberly LaMendola Regional Development Coordinator Food System Projects Manager x Facebook and Twitter: Fresh Local WNY Southern Tier West Regional Planning & Development Board