Indian Springs Village
Farmer’s Market
Proposal
CJ Guercio
325 Arrowhead Ln
Indian Springs, Al 35124
205.531.9878
[email protected]
Table of Contents
Introduction
Part I:
Establishing and Maintaining a Farmer’s Market
Part II:
Board of Directors
Part III:
Market Manager
Part IV:
Site Selection
Part V:
Funding and Budgeting
Part VI:
Vendors
Conclusion
Resources
Introduction
Farmer’s markets provide a variety of fresh produce at a reasonable price, while creating
a fun social event for the community. Most consumers prefer to purchase fresh, locally
grown produce when given to opportunity to do so. Consumers enjoy a wide selection of
products while supporting local agriculture and meeting the farmers who grow their
food.
Farmer’s markets give individuals not familiar with certain ingredients the opportunity
to learn more about the food they consume as well as a chance to explore and try new
things. Children can establish the foundation for eating healthy at a farmer’s market by
allowing interaction with the people who grow the food they eat.
The purpose of this proposal is to explain how and why Indian Spring’s Village should
consider providing a farmer’s market for the community.
Part I: Establishing and Maintaining a Farmer’s Market
A well thought out process should be implemented in order to develop and maintain a
successful market.
1. Organize and Establish a Board of Directors
A. 3-4 local people in the community that are enthusiastic about a market
and are willing to make a commitment
2. Conduct Meetings
A. Organizational meetings should be small
B. Interest meetings for community input should be large and well publicized
for more participation
3. Establish a Market Manager
4. Select a Site
5. Determine the Size of the Market
A. Number of stalls for vendors
B. Number of extra stalls for last minute vendors and anticipated growth of
the market
6. Develop a Market Biography
A. Length and dates of the market season
B. Number of vendors expected
C. Proposed activities
D. Benefits of the market
7. Develop Market Rules
8. Funding and Budget
A. Determine costs
B. Obtain donations
1. Supplies
2. Materials
3. Labor
C. Determine budget and outline stall fees
9. Advertising and Promotions
A. Strategy for obtaining media coverage
B. Opening day and market publicity
C. Promotional activities throughout the season
10. Tracking the Season
A. Number of vendors and frequency of participation
B. Estimated number of consumers
C. Impact of advertising
D. Problems
Part II: Board of Directors
The Board of Directors provides overall direction and policy. The Board should be
composed of producers, consumers, government officials and community leaders who
can lend support and skill to managing the market. The broader the community
involvement on the Board, the greater the chances for success.
1.
2.
3.
4.
5.
6.
Establish policy concerning hour, days and months of market operation.
Determine who may sell at the market.
Set fees for selling at the market.
Select Market Manager and volunteers for the market.
Designate individuals who may act for the Board in emergencies.
Specify the responsibilities of the Manager and the extent of the Manager’s
authority.
7. Obtain supplies and materials to operate the market.
8. Create advertising and promotional material throughout the market season.
9. Secure vendors to sell at the market.
10. Examine the positive and negative aspects of the market on a continual basis.
11. Examining the numbers of vendors and their frequency of participation as
well as the number of consumers at the market.
Part III: Market Manager
The Market Manager is responsible for the day-to-day operation of the market. The role
of the Market Manager may vary depending on the duties placed upon them by the
Board of Directors.
1. Qualifications of the Market Manager
A. Good communication skills and relates well with others
B. Good organizational skills
C. Responsible and capable of carrying out a variety of duties at the same
time
D. Good leadership skills and the ability to guide and maintain the stability of
the market
E. Willing to accept the role of Market Manager
F. Not a vendor to ensure all time can be devoted to the market
G. Thorough understanding of the rules and regulations of the farmer’s
market and the effect those rules have on the operation of the market
H. Good decision maker with the ability to make quick accurate decisions and
stand by them
I. Reliable and punctual
2. Responsibilities
A. Acts as administrator of the market and exercises general supervision over
the market and its activities
B. Keeps the market running smoothly and effectively
C. Interprets market rules and regulations and makes judgments based upon
them
D. Enforces all rules and regulations
1. Monitors activities within the market
2. Ensures all market happenings comply with guidelines
3. Takes disciplinary action when needed
E. Mediator
1. Settles disputes in the market
2. Deals with complaints
3. Accepts suggestions
F. Responsible for handling market fees
1. Collects fees from vendors
G. Assigns stalls to vendors
H. Serves as quality control for the market
I. Works with the vendors to ensure adequate quantity and variety of
products is offered
J. Ensures all vendor forms are filled out and completed
K. Arranges for someone to be responsible during any absences
L. Tracks local food store prices and displays information at the market
Part IV: Site Selection
1. Permanent Site
A. Consumers become familiar with the location and learn to look in the same
place for the market
2. Accessibility
A. Should be easily accessible to the public
B. Adequate parking
C. Entrance and exit points and good internal traffic flow
D. Ability to avoid traffic congestion and allow a flow of through traffic
E. Handicapped accessibility
3. Location
A. Central location in the town near consumer groups
1. Where they live
2. Where they work
3. Where they shop
B. Easily visible from the main thoroughfare
C. Easily located with a few simple directions
4. Surface of the site
5. Shelter from sun and rain
6. Size of the site
A. Actual market selling area (vendors)
B. Walkways for consumer traffic flow
C. Parking areas
7. Other factors
A. Location of water supply
B. Location of restroom facilities
C. Trash receptacles
Part V: Funding and Budgeting
1. Costs
A. Rental of site
B. Site improvements
1. Storage facility
2. Signage
C. Advertising
1. Art work
2. Printing
3. Materials
D. Materials and supplies
1. Vendor tents/canopies
2. Portable restrooms
3. Trash receptacles
E. Liability insurance
2. Income
A. Stall fees
1. Assessed to each vendor selling in the market
2. Daily and seasonal rates (savings incentives for vendors)
3. Prepayment of fees to add to operating capitol
4. Rates for “locally grown” and “Alabama grown” vendors
3. Donations
A. Labor
1. Distribution of advertising flyers
2. Site improvements
3. Soliciting donations and support
4. Advertisement preparation
5. Participation in promotional activities
B. Materials, supplies and miscellaneous
1. Advertising
2. Printing of flyers, banners and signs
3. Canopies/tents
C. Farmer’s market site
D. Cash donations
Part VI: Vendors
Vendors are the market. The vendors will determine the success of the farmer’s market.
Recruiting quality vendors is the responsibility of everyone involved with the market.
1. Recruitment of Vendors
A. EVERYONE is responsible
B. Vendors will encourage other vendors to participate if they are successful
C. Increase in vendors will result in an increase of consumers
D. Contact vendors currently participating in other markets
E. Vendors are often interested in participating in various locations
F. Posters and various media sources are great recruitment platforms
G. Markets should begin recruiting vendors as early as possible
H. Contact sponsors of farm meetings to request time to speak at these meetings
2. Expectations of Vendors
A. What Vendors expect of the market
1. For the managing organization to provide a buying crowd
2. Advertising and promotion of the market
3. Stall fees to provide the market’s operating budget
4. An organized and positive experience at the market
B. What the market expects of the vendors
1. To abide by the rules and agreements the vendor signs to participate in the
market
2. Participate in promotions and events
3. Vendor Meetings
A. Provide valuable information for improving the market or improving the
vendor
Conclusion
A farmer’s market in Indian Springs Village would give the community an event that
would benefit it both monetarily and socially. The farmer’s market would give the
residents something they can be part of and take ownership of. It would give residents
and non-residents the opportunity to socialize with their neighbors. It gives residents
the ability to participate in the community by allowing them to volunteer their time
towards the event. The farmer’s market would give residents the chance to sell
homemade goods, learn more about the food they eat and help people gather the
knowledge to help maintain healthy eating habits. A farmer’s market in Indian Springs
Village would be the centerpiece of our community.
Resources
All information in this presentation was gathered using the following resources:
Lisa Beasley, Market Manager
Pepper Place Market
Birmingham, Alabama
John Willoughby
Alabama Farmer’s Market Authority
Montgomery, Alabama
Alabama Farmer’s Market Authority
www.fma.alabama.gov