Measuring Farmers Market Performance Why? What? How? Monika Roth, Agricultural Development & Marketing Specialist Cornell Cooperative Extension

Convergence of Movements Public Health/Obesity Local Economy/Local Foods Sustainable Agriculture/Environment Livable Communities/Smart Growth Civic Engagement/Social Integration Public Spaces, Historic Preservation

Market Claims vs Reality Alternative Marketing Outlet Increasing farmer/vendor income Ag/Small Business Development Entrepreneurship/Marketing skills Job Creation Downtown Revitalization Keeping land in farms Community Development Improved Nutrition –Food Access

Farmers Market Facts 1994 USDA 1,755 Markets 2004 USDA 3, ,000 farmers 3 Mil consumers $1 Billion spent

Farmers Market Sales Greenmarkets NYC (18 markets)$20M Dane County, Madison, WI$ 5M Santa Monica, CA (Wed)$3.8M Santa Monica, CA (Sat)$1.8M Ithaca, NY$1.3M Crescent City, LA$1M Santa Fe, NM$750,000 Boulder, CO$695, Data Sources

Iowa Farmers Markets Economic Impact Study 180 Markets 60% increase in 10 years 135,000 customers $20.8 Million in Sales $31.5 Million economic impact 2004 Study, Iowa Dept. of Agriculture

Farmers Markets Canada Impact Study 508 Markets 28 Million Shoppers $32 average spent per customer visit $1.03 Billion in Sales $1.55 B B economic impact 2008 Study, Farmers Markets Canada

Measures of Success Agriculture Small Business Consumers Community

Meeting your Mission Why your market was established – what was the impetus Mission/Purpose Objectives Evaluation processes

Dane County Farmers Market Provide producers alternative outlets Promote Wisconsin grown Offer fresh, tasty, nutrient rich foods Connect farmers and consumers Educational forum Test products, improve marketing skills Quality of life, social interaction Preserve Ag heritage

Ways to Collect Data Vendors Customers Community Benefits

Vendor Data Membership Application -address, products, volume, season, employees, sales Market Records - vendor numbers, season, fees collected Surveys Meetings

Farmers at Markets Higher profits, customer contact 10 years younger than the average farmer From within 50 miles, some 150+ Farm.2 to 150 acres Employ 2 full-time, 2 part-time Earn 40-50% farm income at market Sales $1000-$100,000+ per season Attend 1-2 markets a week tomatoes, sweet corn, fruits, flowers, greens most important crops

Ithaca Farmers Market Vendor Impact (120) Vendor Demographics Age: 34 between 26-40; 76 between Household Income: $67,000 – 23 Business Profiles 40% started business at market; 35% had no businesses prior to market Primary income – 32%; Secondary income – 52% 55% in county; 40% city Sales 62% $100,000 Use of Income Operating Costs – 93%; Wages – 33% Household Bills – 68%; Entertainment – 47%; Food/Clothing - $54%

Customer Data - How Guest Book Newsletter mailing list Raffle drawing Customer counts Car counts Intercept or Dot surveys (RMA) Focus groups Traffic flow studies FMNP redemption data

Customer Data - What Numbers per day/season Where they come from When they come, how often Why they come Who they are (demographics) How they heard about the market What they buy – from how many vendors Amount of money they spend

Customers at Markets Half are 50+, mostly female, white Educated, Earn $30,000+, from Suburbs Live within 10 miles of market Spend $10-20 per visit Most are regular shoppers 80% shop on Saturdays

Customers at Markets Shop from 6 or fewer vendors Drive farther, visit less often, buy more Value atmosphere, quality, variety, producer contact Price is less important Preference for local fruits Hear about market via word of mouth

Iowa Customers 135,000 customers Attend 13 weeks of 21 week season Average distance to market – 8 Miles Average shopper spent $11-20/week 86% buy fruits and vegetables 42% buy baked goods 20% ready to eat foods 14% cut flowers 2004 Study

Why People dont Shop No markets around Do not know about markets Not convenient Take too much time Limited variety, selection

Community Benefits Jobs New farmer development Land in farms Business start-up - spin-off Community food needs Improved nutrition Youth development Nearby business impacts Tourism Community pride

Ithaca Farmers Market Total Sales: $1.3 M Vendor Sales: $12,000 avg/year Range: $50,000 IFM Sales Sole Source of Income for 3 vendors Tourism – 33% customers Top 10 Ithaca Area Visitor Attraction Jobs: 155 jobs plus 125 owners 135 part-time/seasonal; 20 full-time Business incubation – 48 sell at other outlets 2002 Survey of IFM Vendors

Ithaca Farmers Market Community Impact Local supplies – 75% county; 85% city Spend $58 before/after Market in City; $40 in County 44 vendors created jobs 19 year round full time; 49 full time seasonal; 11 year round part time; 120 seasonal Business investments under $5, Survey

FMNP Facts 36 States, DC, Guam, Puerto Rico, 5 Tribes 2.3 Million Women & Children $25.2 Million $15 Million to 47 Senior Programs 2,345 Farmers 2003 data

Limiting Factors Population density Demographics Location-Parking Site amenities No room to grow Market layout Season, day Lack of vision, goals Few customers Community support Low sales Lack of sales skills Poor management Poor rules Inadequate funding Not enough promo

Ingredients for Success Impetus Commitment Community Location Permanency Type of Market Sponsor Rules Product mix Healthy competition Atmosphere Responsive vendors Quality products Display/appearance

Importance of Measuring Market Performance Realizing a Markets Mission/Vision Achieving a Markets Potential Build Community Support Document Claims - benefits Justification of Public Benefit Funding Opportunities Supportive Policies

Farmers Markets are Good for Everyone! Information helps tell the story and makes them better

Resources The Value of NY Farmers Markets to NY Communities – Federation NY Farmers Markets Project for Public Spaces, Economic Benefits Farmers Market Canada – National Farmers Market Impact Study, 2009 report Economics Institute, Loyola University Rapid Market Assessment Tool, Oregon State Univ. USDA AMS, Farmers Market Survey