Farmers Markets are a Win-Win
Presented by: Nicole Ort Moke
November 20, 2014
League of Municipalities
Connect Consumers to Farmers
Know Your Farmer
 Connect your consumers to their
Farmers
 ASK Questions
 Learn About Growing Practices
Know Your Food
 Seasonality
Know Your Food
 Unique Items, Varieties
 Recipes, Preparation Tips
Kids Need to Know TOO!
 Teach Children Where Food Comes From
Local Farmers Support Local Economy
 Provide Local Food Purveyors or Organizations Space
Local Farmers Supports Local Economy
 Connect local restaurants with suppliers
 Bring customers to the downtown area
Farmers Market Foster
Town Unity
 Bring people together
 Host contests and fun events
Morris Plains
Pet-riotic Day
“The Community of Caring” for the
Homeless Animals
Pet-riotic Dog Parade
*Dogs must be leashed & accompanied by an adult
Pet Boutique
Cat Adoption Day
Dog & Cat Food Drive
Cat Litter Drive – white clay preferred
Saturday
June 30, 2012
9am-2pm
(Dog Parade begins at 10am)
Morris Plains Farmers Market
Merchant Square
All Proceeds to Benefit the
Denville Animal Shelter
ding services to Morris Plains)
l Information Contact
d
973-539-0299
Local Farmers Supports Local Economy
In 2012, CNN reported, for every dollar we spend on food, only about 16 cents goes
towards the farmer”.
*Buying directly from the farmer will increase that number significantly.
Farmers Markets Supports Farm
Families
 New Jersey Farmers are farmer families, usually multi-
generational.
 Supporting your local farmers is an investment in our
nation’s food security and in the future of farming.
The (Farmers) MARKET
 First question: Is a market right for your town?
 Population
 Markets in surrounding towns
 Access to items you intend to offer
 Not Every Town Needs a Market
 Market Dilution is happening!
 Resources are being spread to thin!
 New York Times Article
Dale Davis, the owner of Stony Hill Gardens and Farm Market in Chester, N.J., cut three New Jersey markets this year
because sales were down and the extra travel crimped his profit, and he blames a spate of new suburban markets.

“You send out these guys with fuel and they’re picking and loading,” Mr. Davis said , “and you can’t end up on the long end for too
long.”
Your Customers Needs=Your Vendors
First Step: Identify Your Customer
 Evaluate Their Needs
 Variety
 Acceptance of Federal Programs
 Organic vs. Non-organic
-No additional nutritional benefits
-Food safety
 Value added items?
**All of these depend on your customer profiles***
The Numbers Game
 How many vendors can your market handle?
 Customers have a limited buying power
 Quality > Quantity
 High overhead costs for vendors
 High break-even point for vendors
 Your Market is Your Business—customers are relying on YOU
 Avoid High Turnover: No overlaping products, not overcrowding with
vendors
 Find quality, reliable vendors and do your best to keep them happy!
 Listen to your vendors and farmers
Find the Right Farmer
 Visit potential farmers locations or ask for references
 Check out other farmers markets
 Presentation, Quality, Variety
Additional Vendors
 What is your market missing?
*Remember your town
 What do your customers want?
 Ethnicity
 Heritage
 Buying Power
 Age
 Area
 Remember: farmers are the
anchors
Give Your Market Credibility
 Vendor Retention
 Customer Retention
o
Your Market is Your Business—approach it as such.
Management Responsibilities
 Spacing, Layout, Logistics
 Examine traffic control, parking,
crowd flow, potential lines,
visibility of vendors
 Adequate spacing for vendors/
customers

Keep in mind proximity to
competitors for farmers
Management Responsibilities
 Traffic Safety
 Safety
 Health inspections
 Food license
 Market Policies should be written and contractually agreed
to.
 Do not over-burden vendors with regulation
 Rules should be reasonable
Management Responsibilities
 Marketing And Promotion
 Signs around town
 Newspaper articles, press releases
 Social media
 Understanding your vendors
business and business environment
 Use this in your marketing efforts
Farmers Bring More to the Table
 CSA Programs
 Agritourism Opportunities
 Employment Opportunities
 Friendships and Relationships
Questions??