Building the Sustainable Table
Strategies for
Farmers Market
Learning and
Leadership
Stacy Miller
Executive Director
Farmers Market Coalition
Farmers Markets
Farmers
Consumers
Communities
Uniquely Interactive Sales Outlets
Farmers Markets
Managing Production Risk
Encourage product diversity
 Stimulate season extension
 Provide real-time product feedback
 Rewards for sustainable practices
 Facilitates small-scale experimentation

Farmers Markets
Managing Price Risk
Price makers, not price takers
 Low-cost target market analysis

Farmers Markets
Managing Financial Risk
Cash paid within one week of harvest
 Help with tracking sales
 Tax deductions for product donations

Farmers Markets
Managing Human Risk
Less reliance on large machinery
 Psychosocial benefits of off-farm activity
 Social capital ‘in the bank’

Farmers Markets
Managing Legal Risk

Food Safety
Natural mechanisms for traceability
Limiting Factors for Markets
Waning manager volunteerism
 Poor strategic planning
 Lack of recordkeeping
 Improper attention to rule enforcement
 Exposure to accidents
 Need to recruit next generation of farmers
 Limited research & exchange of best practices
 Food safety regulations
 Costly and duplicative insurance policies

Risk Management at Market
Proper licenses and permits are on file
 Liability insurance for market, proof of
product liability for vendors
 Enforcing food sampling procedures
 Changing GAPs guidelines

State-level Leadership
Most commonly offered services by state FM Associations
n
%
Organizing state wide farmers market
21
80.8%
conferences
Providing educational materials for market
19
73.1%
managers, such as fact sheets, guides, and
other materials
Providing technical assistance for start up
19
73.1%
markets
Creating sample documents, forms and other
18
69.2%
materials relating to market operations
Producing an email listserv for members
18
69.2%
Maintaining a statewide market directory
17
65.4%
Creating educational materials specifically for 17
65.4%
vendors/farmers
State Associations
Challenges
 Not present in at least 15 states
 Slim or no staff, and small budgets
 Infrequent interaction with peers in other states
Opportunities
 More partnership with land grant institutions
 Professional development trainings
 Board development and strategic planning
 Market promotion and consumer outreach
 Leverage FMNPs and increase EBT redemption
National Partnerships
 Farmers Market Coalition
www.farmersmarketcoalition.org
 Wallace Center at Winrock International
 www.wallacecenter.org
 Risk Management Agency
 Agricultural Marketing Service
Leadership Dev.
FM Leadership Network

Catalogue existing expertise among market
managers, leaders of state associations,
educators, and others
State Association Survey (report forthcoming)
FMLN Interest Form (on FMC web site)

Currently seeking funding to cover travel for
speakers
Education
Training Opportunities
 Farmers Market Conference (Monterey, CA)
 PASA Farmers Market Pre-Conference
 Mini-grants for state associations holding
educational trainings
 Upcoming webinar training series (summer ‘09)
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Food safety, GAPs
Evaluation & recordkeeping for managers
Board cultivation and volunteer management
Strategic planning and partnerships
Innovative funding streams
Documenting Best Practices
 Tip Sheets
 Market Manager Responsibilities
 Recruiting Producers
 Farmers market guides
 Technical assistance
 Information & referral
 Working with partners
(marketumbrella.org )
Compiling /Disseminating Resources
 National Farmers Market Resource Library
www.farmersmarketcoalition.org/resources/resource-library
 Nearly 300 entries to date
• Quicksearch allows you to type author, date,
or any keyword into one field
• Risk Management Toolkit
• CD Resource of tip sheets on insurance, food safety,
and other risk management topics for farmers and
market managers--- with templates and checklists
• To be available summer 2009
Networking
National Peer-to-Peer Learning

FMC Listserv: FMC-list@googlegroups.com
[FMC-List] WIC/FMNP trainings online
By Broughton, Fred - Mar 6 - 2 authors - 1 reply
Advice on Hiring a Market Master
By Kimberly Rush Lynch - 5:36am 1 author - 0 replies

FMC Newsletter: the market beet
 quarterly publication w/ national news and
market profiles
Daily farmers market newsfeed
 FMC on facebook

Opportunities
Opportunities for Extension
Building Relationships with Farmers
Help market managers connect with
growers to expand product diversity
 Provide technical assistance with farm
visits, product verification

Opportunities for Extension
Consumer Education

Nutrition program outreach
 Cooking demos
 Recipe dissemination

Help coordinate special events
 Children’s activities
 Agricultural education
Opportunities for Extension
Volunteer Engagement

Help markets connect with potential
volunteers
Master Gardeners
4-H, FFA
Opportunities for Extension
Educational Leadership
Help FMC develop financial management &
recordkeeping tools for market managers
 Be a resource for state associations
 Participate in FM Leadership Network as
an insurance, business planning, or
marketing expert

Farmers Market Coalition Web site




Searchable Resource Library
Newsletter, listserv subscription
Learn more about FM Leadership Network
Stay tuned for Farmers Market Week 2009
www.farmersmarketcoalition.org
Other Resources
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Your State Farmers Market Association
USDA Farmers Market Promotion Program
(www.ams.usda.gov/fmpp)
National FM Summit Proceedings
Wallace Center (www.wallacecenter.org)
marketumbrella.org
(www.marketumbrella.org)
Questions?
Stacy Miller, Farmers Market Coalition
stacy@farmersmarketcoalition.org
Jeff Farbman, Wallace Center
jfarbman@winrock.org, 703.525.9430 x810