Rutgers University Food Innovation Center

Best Practices for Sponsors and Managers

While the growth of farmers markets throughout the US has skyrocketed from 2,800 in 2000 to almost 4,700 in 2008, not all new farmers markets succeed. Data show that as many as 1 out of 3 new markets fail in their first year. And the reasons for these failures are often clearly defined.

This course is designed to provide market sponsors and managers with the practical tools required to successfully plan, begin and sustain a farmers market. Upon completion of this course, market sponsors and managers will learn how to:

  • Assess the needs of the vendors, consumers and the community that the market serves
  • Organize a market and plan for successful operations, promotions and financial management
  • Build and maintain strong relationships with vendors, consumers, the market’s staff, and the community
  • Determine the manager’s roles and responsibilities
  • Maximize the manager’s interactions with the vendors and the consumers
  • Collect and use valuable feedback from the vendors and the consumers
  • Promote the market, and
  • Sustain market growth.

Course Price: $79                       Group Price for Complete Series: $500

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**Access to course materials is valid for four (4) months from the date of purchase. **

 

Who Should Take This Course

The information and learning tools provided in the course are appropriate for any individual or group planning to establish a farmers market in the United States. No matter where you intend to establish a market, this course brings you through the process of identifying and meeting the needs of the market as well as the vendors and customers the market serves.

What Makes This Course Unique

This course brings together, all in one place, the information and insights you need to assure your market’s success. Much of the information in this course is based on in-depth research conducted by the Food Innovation Center in 2007 and 2008. The topics and subject areas have been developed by market managers and experts to assure that you have the critical information and insights required to establish, maintain and grow your market.

Course Outline

Introduction

Overview of US Farmers Markets
Number of Farmers Markets
Types of Farmers Markets
Trends Driving Growth
Definition of Terms

Defining the Market
Conducting a Needs Assessment
Assessing the Community
Assessing the Vendors
Assessing Local Consumers
Defining the Market’s Mission and Goals
Business Structure

Organizing the Market
Market Documents
Operations
Finances
Promoting the Market

Vendor Relationships
Approaching Vendors
Vendors’ Financial Considerations
Providing Market Support
Sustaining the Relationships

The Market Manager
The Manager’s Importance
Hiring a Market Manager
Manager’s Responsibilities

Growing Your Market
Research and Reporting
Building Relationships
Post-Market Meetings
What to Avoid

Bibliography


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