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2013 Maryland Farmers Market Conference Market Mix: Finding the Right Farmers

2013 Maryland Farmers Market Conference Market Mix: Finding the Right Farmers . Who is FRESHFARM Markets. Our mission is to educate the public about food and environmental issues, and to provide vital economic opportunities for local farmers.

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2013 Maryland Farmers Market Conference Market Mix: Finding the Right Farmers

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  1. 2013 Maryland Farmers Market Conference Market Mix: Finding the Right Farmers

  2. Who is FRESHFARM Markets • Our mission is to educate the public about food and environmental issues, and to provide vital economic opportunities for local farmers. • We were established in 1997 with the opening of the Dupont Circle FRESHFARM Market • In 2013 we will operate 10 producer only markets in MD/DC/VA • We have grown from just over 10 farmers in 1997 to over 100 farmers and producers in 2013 • We operate 5 educational and/or charitable programs: • Chef at Market • FoodPrints • Gleaning • Matching Dollars • Jean Wallace Douglas Farmer Fund

  3. Market Structure • Sales fee structure • Farmer/Producers – 6% of sales • Concessionaire – 10% of sales • Farmers/Producers/Concessionaires must report sales to office weekly • FRESHFARM Markets then invoices each farmer/producer/concessionaire monthly for their owed market fees • Why is this important? • Provides us with vital information on the market’s performance • Provides us knowledge on what consumers are purchasing • Allows us to be better gauge the overall success of the market

  4. Numbers Don’t Lie

  5. Numbers Still Don’t Lie

  6. More Numbers….

  7. Know Your Customer Base • What do your customers want? • Quality or Quantity? • Premium vs Abundant • Suburban vs Urban • Urbanites tend to shop in less quantity • Suburbanites tend to shop in greater quantity • Low Income vs High Income • Meet both ends • Provide assistance programs • FRESHFARM Markets low income shoppers spent over $40,000 of their SNAP at our farmers markets

  8. Pick the Right Farmer • Visit the Farms you want in your market • Get references • Get detailed product lists • Ask about their experience • Make sure their hard work continues at the market • Attractive display • Personable staff • Easy to work with / manageable

  9. Recap • Know your market • Determine a system that allows you to gauge the weekly success of your market • Analyze your market • Determine what your market variety should be • Know your customer base • Determine what type of farmers best suit your customers • Find the right farmer • Put in the time to find quality people

  10. Questions??

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