Duties of Farmers Market Managers Jim Farr

1. Duties of Farmers Market Managers Jim Farr Farmers Market Federation of New York, Owego NY, January 18, 2006

2. Thanks to… SARE, …Part of the USDA’s Professional Development Program

3. Farmers Markets • Play a key role in the sustainability of small farms • Provide easy entry into farming and marketing • Serve communities • Cog in local food system • Interaction between customers and producers • Provide access to fresh local foods, EBT and farmers market nutrition program • Vehicles for community revitalization • Local gathering place

4. Despite all these benefits to agriculture and the local community, over 50% of new markets fail in the first 5 years of operation and up to 20% of markets that make it past 5 years, fail once their initial management team leaves.

5. WHY?

6. As Nina Planck stated in her article for “The New Farm”… “Unfortunately most American Farmers Markets are run by amateurs… They don’t charge a fee that makes market management financially viable” Thus many markets face the following challenges: • A manager with skills necessary to effectively manage all aspects of the market: day to day operations, leadership skills, and market systems management • Do not have market systems in place to plan for the future growth and development of the market; i.e. no strategic plans, no financial planning, no clear marketing plan • Operate with volunteer managers with no plans in place to make the manager a paid position or for replacing resigning managers as volunteerism fades • Friction farmers or between farmers and market management threatens the integrity of the market and causes the eventual downfall • Lack of community support outright conflict with local businesses

7. Besides these Challenges Most are faced with operating with limited resources, and as a manager • You’re always wrong • You get blamed for everything from weather to prices • Everybody has a better idea • You have to be pleasant to everyone and on top of all this MANY MANAGERS DON’T EVEN GET PAID!!!

8. So with this framework in mind: My first question is: Why would anyone want to be a Farmers Market Manager?

9. For Most Of Us: Managing a market becomes PASSION!! Our goal today is to start to develop a framework of skills and ability which will provide the tools to make your passion substantial and manageable.

10. What are the basic duties of a Market Manager? • The City of San Francisco developed the following job description… • Under direction, • manages the operation of the farmers market; • assigns space to bona fide growers; • collects and accounts for fees; • directs the maintenance of premises and records • Performs related duties as required

11. Requires responsibility for: • Developing, carrying out and interpreting policies and methods of the farmers market • Achieving moderate collection of fees • Making frequent important contacts with farmers, inspectors and the general public • Furnishing and obtaining information of prices of agricultural products and checking and regulating prices to conform with federal and state market news quotations • Supervising the gathering, preparing and maintaining of ordinary operating financial records and reports • Work involves occasional exposure to the elements and some physical effort when inspecting cases of fruits and vegetables

12. Examples of Important and Essential Duties: • Supervise the up keep and operation of the farmers market; assigns stall space to farmers who are qualified to rent space; enforces market rules and regulations. • Supervises and participates in the computation and collection of fees for stall rents and permits; records and deposits monies received • Checks, computes and regulates prices of products to conform with federal and state market new quotations. • Supervises the inspection of all produce for quality, quantity and proper placarding; supervises arrangement and display of products. • Interviews farmer applicants and explains market procedures and requirements; certifies and approves farmer identification credentials and adjusts complaints of farmers and the general public. • Inspects agricultural products at the farmers market and enforces provisions of the agricultural code. • Promotes the farmers market and the sales of products there from: prepares new releases and presents talks to various civic groups on the operations of the farmers market.

13. Job Related and Essential Qualifications: • Training and Experience • Requires completion of two years of agricultural college, supplemented by at least 4 years of experience in • Plant quarantine • Pest control • Grading • Distributing or inspecting wholesale lots of fruits, nuts honey, eggs, nursery stock, vegetables or other agricultural products • one year of responsible supervisory experience or • an equivalent combination of training and experience

14. But in reality, being a Market Manager involves much more than even this extensive list would indicate The Massachusetts Dept. of Agricultural Resources put together the following Market Development outline The Manager is involved in most, if not all, of these activities

15. Advance Planning • Bringing together persons/groups to help organize the markets • Identifying sponsor • Developing market organizing committee. • Identifying and securing market site: making land use agreements • Generating local business support and local community support • Dealing with competition and possible business or community opposition • Outreach to farmers to announce market • Developing a budget • Identifying sources of funds, materials, equipment, etc. • Develop a schedule

16. Schedule • Outreach to farmers; farmer information about the farmers' market • Opening and closing dates for the season • Preparation of promotional materials • Preparing sites and facilities • Developing materials for farmer training • Promotion and public relations

17. Resources/Funding/Income • State assistance (Department of Agriculture) • Local assistance • Private assistance • Farmers fees • Other

18. Market Site/Location • Proximity to other businesses or activity • Population density, types • Zoning rules • Landscaping • Parking • Neighborhood attractiveness • Size needs - number of farmers and parking • Potential for expansion • Layout • Visibility • Access, transportation options • Traffic movement

19. Market Site/Location (cont.) • Maintenance and safety • Storage of materials • Availability, times/schedules • Location of other (competing) produce outlets • Structural qualities - eg., ground surface, fencing, etc. - renovations • Restrooms, food, water, telephone for farmers • Weather protection - rain, heat/sun • Legal permits • Handicap access • Other activities - e.g., music, crafts, displays, food demonstrations

20. Market Budget • Site cost - if any • Publicity and advertising - signs, posters, media, etc. • Personnel - market manager • Supplies - banner, signs, etc. • Insurance, permits, etc.

21. Market Organization: Planning or Steering Committee • Market organizational structure - formal or informal; for-profit or non-profit or cooperative, partnership; or incorporated • Committee composition • Role of farmers • Selecting the market manager • Participation of neighboring community/businesses • Structure, rules/by-laws • Responsibilities • Chairperson • Meetings

22. Farmers' Market Operation • Schedule: • Dates of operation - length of season • Number of days per week • Hours open • Personnel: • Sponsor agency or group • Staff - market manager, volunteers - responsibilities • Selecting market manager, setting responsibilities • Market steering committee - functions

23. Farmers' Market Operation (cont.) • Operations: • Setting-up and closing the market • Putting up banners and signs • Number of farmers and their stall positions • Collecting fees • Resolving issues such as price, stall locations, eligible foods, etc. • Cleaning and upkeep/maintenance and repair • Enforcing guidelines • Banking arrangements

24. Determining Products for Sale • Unprocessed foods: Fruits and vegetables, dairy, eggs, meats and poultry • Processed foods: Baked goods, honey, jams, other prepared or processed foods • Non-foods: Plants, nursery items, flowers, crafts, other non-foods; Public information, other booths with information Source of Foods • Sell what you grow only. • Cooperative or consignment sales

25. Rules and Guidelines • Market organization: • Hours of operation • Entry/exit • Farmers: • Farmer eligibility to sell at the market • Stall assignments • Display • Eligible products

26. Rules and Guidelines (cont.) • Market operations regulations: • Establishing duties of market manager and staff • Setting and collecting fees • Weights and measures • Liability insurance • Taxes, licenses • Health code requirements • Cleanliness, trash disposal

27. Rules and Guidelines (cont.) • Other Services: • Food Stamps • Farmers' Market Coupons • Enforcing guidelines: • Enforcement procedures and penalties • Short-term or emergency decisions

28. Promotion • Publicity budget • Banners • Flyers, brochures • Posters • Radio or TV • Newspaper • Other methods (bumper stickers) • Stories, press releases, Public Service Announcements • Special events - music, festivals, etc. • Public Relations with neighboring merchants • Chamber of commerce, or business associations • Mailings • Coupon discounts • Contacting other groups and businesses.

29. As you can see we have a lot of ground to cover . Over the next three years , these workshops will focus on skill building in three main areas:

30. Basic Market Manager Roles • On-site duties • Risk Management • Vendor Recruitment • Financial management • Farm inspections

31. Leadership Skills • Conflict resolution • Rule enforcement • Building community relationships • Fund-raising

32. Market Systems Improvements • Market self-evaluation • Board/committee development • Marketing & promotions plan development • Strategic planning for farmers’ markets • Effective rules and regulations with established grievance procedures and enforcement guidelines • Events/activities management to broaden appeal of the market