Guide to Developing

A Community Farmers Market

1
 Executive Summary

A farmers market is an age-old form of farm direct marketing dating back to the early history of
our country. Markets bring farmers to urban and rural settings where consumers shop for fresh,
locally grown foods. The direct-to-consumer connection builds relationships between
consumers and farmers, giving farmers a source of income and consumers confidence in the
foods they are choosing for their families.

While farmers markets were once considered a vital form of commerce, they began to lose
favor post World War II with the exodus of the consumer base from cities to suburbs, the rise of
supermarkets and the industrialization of foods; i.e. convenience foods, resulted in a loss of
farmers markets across the nation. Consumers lost touch with their local farmers and farmers
markets were lost.

Since the turn of the century, there has been an upsurge in consumer interest in eating a more
healthy diet and purchasing fresh, locally grown foods. Consumers want a connection to their
local farmers and farmers markets fulfill that demand. Community organizers, consumer
groups, farmers and municipal leaders all seek the creation of a farmers market in their
community as an answer to consumer interest, maintaining a local agriculture base and
bringing economic activity back into the urban core.

This rapid growth in farmers markets is both a gift and a curse. Farmers are once again in vogue
and are given opportunities to develop relationships with, earning a high percentage of the
consumer food dollar. But the explosion of farmers markets also means that many were
opened without the pre-opening research and work that is beneficial to develop a sustainable
farmers market. The purpose of this manual is to assist market organizers to work through the
steps involved in developing a sustainable farmers market that will fulfill the triple goals of all
farmers markets.
1) The market provides a venue for farmers to sell their farm products directly to
consumers.
2) The market creates access to fresh, healthy and locally grown foods to consumers.
3) A market provides health, nutrition and economic benefit to the host community.

This Guide to Developing a Community Farmers Market will steer market organizers to create a
strong foundation for a successful, long term farmers market that will be a community asset
and a valuable resource for both consumers and farmers.

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 Acknowledgements

This document is a product of the Farmers Market Federation of NY.

Funding has been provided by the NYS Department of Agriculture and Markets
and the NYS Farmers Market Nutrition Program.

Special Thanks to:

Diane Eggert, Executive Director, Farmers Market Federation of NY

Robert Buccieri, President, Farmers Market Federation of NY
Jonathan Thomson, NYS Dept. of Agriculture and Markets
Darryl Aubertine, Commissioner of NYS Agriculture and Markets

You may use and copy the documents within this publication, giving appropriate credit to the
Farmers Market Federation of NY.

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 Table of Contents

Introduction ……………………………………………………………………………………………………………………… 5
Getting Started …………………………………………………………………………………………………………………. 7
Steering Committee ………………………………………………………………………………………………………….. 8
Background Research …....................................................................................................... 11
Planning the Market …………………………………………………………………………………………………………. 15
Site Selection/On-Site Management Subcommittee …………………………………………………………. 16
Rules Subcommittee …………………………………………………………………………………………………………. 23
Market Organization Development Subcommittee …………………………………………………………… 27
Marketing Subcommittee …………………………………………………………………………………………………. 31
Recruiting Farmers Subcommittee ……………………………………………………………………………………. 34
Finance Subcommittee ……………………………………………………………………………………………………… 36
Bringing it All Together …………………………………………………………………………………………………….. 38
Market Evaluation ……………………………………………………………………………………………………………. 40
Appendix A: Checklist for Developing a Community Farmers Market ……………………………….. 42
Appendix B: Sample Survey for Consumers ………………………………………………………………………. 43
Appendix C: Sample Survey for Farmers …………………………………………………………………………… 45
Appendix D: Sample Survey for Local Businesses ……………………………………………………………… 47
Appendix E: Farmers Market Site Evaluation ……………………………………………………………………. 49
Appendix F: Sample Farmers Market Manager’s Job Description …………………………………….. 51
Appendix G: Sample Rules for Farmers Markets ………………………………………………………………. 53
Appendix H: Sample Market Application …………………………………………………………………………. 58
Appendix I: Resources and Contacts ………………………………………………………………………………… 61
Appendix J: Bibliography …………………………………………………………………………………………………. 63

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 Introduction

A farmers market is an age-old form of farm This rapid growth in farmers markets is
direct marketing dating back to the early both a gift and a curse. Farmers are once
history of our country. Markets bring again in vogue and are given opportunities
farmers to urban and rural settings where to develop relationships with, earning a
consumers shop for fresh, locally grown high percentage of the consumer food
foods. The direct-to-consumer connection dollar. But the explosion of farmers markets
builds relationships between consumers also means that many were opened without
and farmers, giving farmers a source of the pre-opening research and work that is
income and consumers confidence in the required to develop a sustainable farmers
foods they are choosing for their families. market. The purpose of this manual is to
assist market organizers to work through
While farmers markets were once the steps involved in developing a
considered a vital form of commerce, they sustainable farmers market that will fulfill
began to lose favor post World War II with the triple goals of all farmers markets.
the exodus of the consumer base from
cities to suburbs, the 1) The market provides a
rise of supermarkets venue for farmers to
Growth of Farmers Markets
and the sell their farm products
industrialization of 7000
directly to consumers.
Number of Markets

6000
foods; i.e. 5000 2) The market creates
4000 US
convenience foods, 3000 NYS
access to fresh, healthy
resulted in a loss of 2000 and locally grown
1000
farmers markets 0 foods to consumers.
across the nation. 1994 2000 2010 3) A market provides
Year
Consumers lost touch health, nutrition and
with their local economic benefit to
farmers and farmers markets were lost. the host community.

Since the turn of the century, there has Let’s start the process by looking at what
been an upsurge in consumer interest in exactly is a farmers market. Farmers
eating a more healthy diet and purchasing markets are defined in New York State
fresh, locally grown foods. Consumers statute, Agriculture and Markets Law,
clamor for a connection to their local Article 22. This article states: “a building,
farmers and farmers markets fit the bill. structure or place,… intended to be used by
Community organizers, consumer groups, two or more producers for the direct sale of
farmers and municipal leaders all seek the a diversity of farm and food products… from
creation of a farmers market in their producers to consumers and food buyers”.
community as an answer to consumer The Farmers Market Coalition, a national
interest, maintaining a local agriculture association supporting farmers markets,
base and bringing economic activity back offers a more in depth definition in an
into the urban core. attempt to protect the integrity of the

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farmers market label. They define a farmers directly to the public products that the
market this way: “A farmers market farms have produced.”
operates multiple times per year and is
organized for the purpose of facilitating What is common in these definitions is the
personal connections that create mutual importance of maintaining a commitment
benefits for local farmers, shoppers and to local farmers as sellers and the
communities. To fulfill that objective connections a market makes between
farmers markets define the term local, farmers, consumers and the benefits they
regularly communicate that definition to bring to a community. A successful farmers
the public, and implement rules/guidelines market meets these goals and serves the
of operation that ensure that the farmers three components of this triple bottom line
market consists principally of farms selling mission of farmers, consumers and host
community.

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 Getting Started

The interest in starting a farmers market produce and other agricultural products for
may come from many sources. Government low income people. Also consumers are
and business leaders, recognizing the able to talk to the producer of the foods
economic impact a farmers market can they are buying. They learn how their food
have on a community, may spearhead a is produced, what pesticides, herbicides or
new market in an effort to revitalize their fertilizers are used, how to prepare, store
downtown business/shopping district. and preserve the products they are buying
Farmers' markets across the country have and become comfortable with the farmer
consistently shown that they draw large and with the foods they purchase for their
numbers of people that spill over into families.
nearby businesses. New businesses open
adjacent to a market to take advantage of Agricultural interest groups and farmers
the consumer appeal of a market. New themselves may provide the incentive for a
businesses may spin off from the markets, new farmers' market. Supporting local
developing year round businesses in the agriculture and small family farms is a
community as a result of the “incubator critical element for selling agricultural
function” of a farmers market. products directly to consumers at retail
level pricing. This provides a greater profit
Another possible catalyst for developing a margin for farmers than the traditional
farmers market may be consumers means of wholesaling produce to grocery
interested in addressing a need in their chains or through produce brokers, while
community for greater food safety and providing product at fair market pricing.
accountability, greater variety where The increased profits earned from retail
traditional markets fail to reach or even opportunities are often what keep a small
exist in a given community or increase the family farm viable. Also, a farmers' market
quality and quantity of fresh foods to the offers new entrants a low cost outlet, with a
local diet. With the Farmers' Market "ready-made" customer base to market
Nutrition Program, the WIC Vegetable and their farm products at higher, retail level
Fruit Check program and USDA Food Stamp prices, thereby promoting local agricultural
programs operating in farmers markets, a based business.
market is an economical source of fresh

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 Start with a steering committee.

Starting a new farmers market is a much organizing a new market. In some cases,
bigger undertaking than most people the local businesses community may
realize. A great deal of work needs to be feel threatened by a new farmers
done and it requires a good deal of time market, thinking the market will steal
and a wide variety of skills. Since many precious consumer dollars from them.
hands make light the load, begin the The best way to mitigate those concerns
process of starting a new farmers market by and gain the support of this group is to
creating a steering committee. The job of involve local businesses in the research
the committee is to conduct the and planning. Local business
background research, develop the goals and associations and Chambers of
mission for the market and oversee the Commerce may, in fact, ultimately be
creation of the market. Their efficiency and sponsors of the market, providing
quality of the committee’s work will be funding, providing management and
critical in determining the success of the promotions for the new market.
market.
3) Consumer representation.
To be most effective, a steering committee It is important that the market reflect
needs to be a cross section of the the needs of the consumer base in the
community. This ensures that the market is community. Having consumers
a reflection of the community, its makeup represented on the committee ensures
and its needs. Each person brings a unique their needs are taken into account in
perspective to the committee and a skill set the development of the market. If
that is important to market development. possible this representation should
The list below is not exhaustive. But it will come from the largest area employers
delineate key concepts that have proven to help fashion research, develop
helpful to steering committees with starting marketing opportunities and reflect the
a new market. needs and expectations of a large
consumer base which the market will
1) Farmers. Any new farmers market must hope to draw.
begin the planning process with farmers
represented on the steering committee. 4) Municipal leaders. Representatives
They are well versed in what makes a can provide expertise to the planning
market successful for their business. committee. Knowing what municipal
They also participate in other markets laws pertain to a farmers market, what
and can bring those experiences to the permits to operate are required and
committee. Their finding municipal property to operate
input is vital in creating a market that on, as well as overcoming any of the
fits the needs of farmers. obstacles posed by local zoning,
preservation or even parking/traffic
2) Local business representation. regulations. They can make the market’s
Business leaders have skills that help in case to the town/village/city board if
8
 they are involved from the beginning, NY. Both have extensive experience in
have a clear understanding of what the developing new markets, creating
market’s purpose is and have a hand in systems for market success, training
developing its operations. market managers and administering
nutrition programs in farmers markets.
5) Key professional people should also
be added to the committee. For These committee members may serve part
example, media experts provide or full time, meaning that some may be
expertise in promotions and outreach. called on “as needed” basis while others are
Lawyers can help with the legal expected to contribute consistently and
structure of the market and all meaningfully to the final product. As you
incorporation and IRS applications. contact people to ask them to be involved,
Accountants can develop the budget make clear what you expect of them, as this
and accounting systems. You may not may make it easier for them to commit for a
be able to get all represented, but try to specific reason (i.e. understanding permits
have members with access to each of or zoning) than an open ended commitment
these disciplines, if possible. that may take more time than they are
willing or able to give.
6) Local nonprofits, such as food
pantries, food banks and community Together, the committee needs to
based organizations; i.e. Kiwanis or determine the vision and/or mission for the
Rotary; should also be a part of the organization. The mission should define:
committee. They are well versed in What is its purpose, what will it accomplish
working in the nonprofit arena and add and who does it serve? As the committee
expertise to the organizational strives to define its goal, they must bear in
structure. They also have a network of mind the three legs of the farmers market
employees, volunteers and contacts stool: farmers, consumers and community.
that can help get the market off the Will the market be a viable outlet for local
ground. farmers? Will the market provide access to
fresh, locally grown and nutritious foods to
7) Cornell Cooperative Extension all consumers in its reach? Will the market
Educators in each county are familiar be a responsible community citizen,
with farmers markets and work offering health, nutrition, economic and
extensively with local farmers. Their other benefits to its host community?
input on a market steering committee
should be considered a top priority as “The mission is to host a farmers’ market that
they will help bring others into the improves local food security, teaches
process, can help to contact farmers entrepreneurship skills, and supports local farmers
and uncover local resources needed to and businesses, while enriching the cultural
make for a successful market. heritage and community life of
Syracuse’s Eastside neighborhood.”
8) Consultants from the NYS
Department of Agriculture and Markets
and the Farmers Market Federation of

9
These goals may be influenced by the Keep in mind that the goals should reflect
organization or person who initiated the the principles outlined in the Mission
new market. For example, a hunger relief statement. It would be impractical to form a
organization may want to start a market to mission involving increased business for
create access to its low income consumer downtown merchants and then a goal
base. Whatever the goal of the original which schedules market activities while
impetus to the market, it must be discussed more businesses are closed. Only by tying
with the members of the committee to the components together will you have a
achieve a clear, cohesive goal. clear direction to present to vendors,
sponsors, consumers and the community.

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 Background Research

Once the committee is in agreement on $200,000 do not normally patronize a

what they want the market to accomplish, farmers' market.2
they need to conduct research into the
need and desire for a farmers market within You can find demographic information
the community. Market research and about an area's population from many
feasibility studies will determine the level of sources. The local Chamber of Commerce
support from the agricultural community, has demographic data, the Small Business
consumers, local businesses and local Administration; even local media includes
government. This will identify who will demographic information in their press kits.
supply the market, who the customers will The US Bureau of Census has most of the
be, and who the competition will be (or information you would want: population
who might object to the market). Feasibility numbers, age, sex, household size and
studies include visiting other markets to talk income, occupations, marital status,
with market managers, sellers and national origin, home ownership, education
customers, learning from their experiences. level, all by census tract. All of these things
Also learn from the experiences of people will begin to tell you who the local
involved in markets that have failed, consumers are.
whether from your own community or
elsewhere. Once you know who your potential
customers are, use a survey to assess their
The first step is to assess the need for the interest in a farmers' market. (Appendix B)
market. Start by looking at your potential After explaining the desire to start a
consumer base. Look at the demographics farmers market in the community, with the
in the area. What are the numbers? As a stated mission, ask the following questions:
rule of thumb, it takes 800 people to
support each farmer in a market.1 Also,  Would they shop at a farmers market
what is the ethnic make up of the local for farm fresh products? Do they shop
population? Does the product offerings at others?
noted in the farmers' survey match what  Which products would they think should
the local people would be interested in be available within a community
purchasing? Is the economic status of the farmers market? (Provide a list to
community sufficient to support a farmers' choose from.)
market? Research shows that people with  Is it important that products offered at a
incomes below $12,000 and above market be locally grown, produced or
made?
 How far would they travel to shop at a
farmers market?
1
Charles Marr, Karen Gast, A Guide to Starting,
Operating, and Selling in Farmers' Markets,
2
Cooperative Extension Service, Kansas State Jim McLaughlin, SoCNY RC&D, farmers' market
University, 1991. seminar held January 14, 2000 in Norwich, NY.

11
 What location do they think would be  Would you be interested in participating
ideally suited for a farmers' market? in a local farmers' market if one was
 What days of the week would they shop available to you?
at a market and what times of the day  How far would you drive to participate
would interest them the most? in a farmers market?
 What types of services should a market  What products would you have to sell?
provide for consumers?  Preferred day of the week, times of the
day?
Find creative and cost-effective ways to  Name the qualities of the ideal site?
distribute the surveys. They don’t need to  How much space would they expect to
be scientifically accurate; they only need to have for their booth?
provide a sense of the consumer interest in  What would you pay? Would you prefer
a farmers market. Work with local schools a weekly or monthly rent or an entire
to place them in students’ backpacks to season with discount?
reach their parents, place the survey on the  What months of the season would you
Chamber’s website, include the survey in have product to sell at a farmers'
church bulletins, housing newsletters, and market?
nonprofit organization newsletters. Ask  Should crafts be allowed in a farmers'
local businesses to stuff bags with your market?
survey and visit Little League Baseball,  Do you prefer the market be a
soccer and football games and hand the producer-only market, or the
surveys to parents in the stands. Make opportunity to bring neighboring
arrangements with local businesses for drop farmers products as well?
off boxes. Often the post office, local  What types of services do you
supermarket and library will agree to desire/require from the market?
maintain a drop box for survey responses.
Just be sure to pick up returned surveys There are many ways to reach farmers to
frequently, keep the boxes neat and conduct this survey. Visit other markets in
remove each box after the survey is done. the general area and talk with the farmers
You’ll want to include a list on the survey there. Most farmers will either talk with you
form with the names of the places where there, if you are respectful of their need to
completed surveys can be left. Finally, continue to make sales while you are there,
include a deadline on your survey, or allow you to visit them at the farm to talk
preferably with no longer than a 2 week about a new market. You can contact your
turnaround. county Cornell Cooperative Extension office
to help you reach the farmers and growers
Next, look at the potential farmer base for they work with. While they won’t give you a
the market. Determine if there is an interest mailing list outright, they may agree to mail
in participating in a new market, when they a survey to their growers for you. The
are available for a new market, and seek county Farm Bureau may also help to
their input. A farmer survey would ask: contact local farmers. Contact the NYS Dept
of Agriculture and Markets for a list of
 What outlets were used last year to sell farmers and their contact information in
their products, degree of satisfaction?
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your area. Also look at agricultural days. Sometimes, however, even this won't
organizations to help you reach out to appease business owners that object to a
farmers and producers in your area, i.e. NY farmers' market. In that case, are there
Cheesemakers Guild, NOFA-NY, etc. compromises that can be made that will not
compromise the integrity of the market,
Personal interviews with the farmers would while capturing the support of local
be the most effective way to get the businesses?
information you need. But, if surveys are to
be mailed, including a self-addressed, Also visit local governmental offices, the
stamped envelope for their return will town clerk, mayor's office, Parks
boost the rate of return on the surveys. Be Department, etc. and explain the project,
sure to include a deadline for returning the the goals or mission of the market and ask if
survey. Then a week or so following the they would support a farmers' market. Ask:
deadline, phone calls can be made to
prompt replies to the survey.  Could they provide a site to hold the
market?
Next, look at the business community and  Would they participate in planning the
local government. You want to introduce market?
them to the concept of a community  Could they provide any financial or in-
farmers market and the rationale behind it. kind support; i.e. development funds,
Discuss the benefits a farmers market pay for a market manager, provide
brings to local businesses, such as the insurance coverage, fund promotions,
increased customer traffic during market personnel to put out/collect signage,
days, the spillover of customers from the trash removal, etc.?
market into local businesses, and the  Would they work with the steering
increase in awareness of local businesses committee to overcome any zoning
when a market brings new consumers to restrictions, obtain necessary permits,
the area. Get their feedback on a market and other legal issues?
before the planning begins. Will they
support a farmers market? Are there Your background research should also look
businesses that oppose having a farmers' at markets nearby. Would you be sharing
market nearby? And can these objections the same farmer base? The same consumer
be overcome? Some business owners will base? The worst thing a new market could
be concerned that the market would do would be to cannibalize an existing,
compete for consumers' attention and successful market by siphoning their
create traffic and parking problems. farmers and customers. You want your
Restaurants, florists and farm stands may market to be an appropriate distance,
see a farmers' market as direct competition. based on population size and
Try inviting them to participate in the transportation. Also keep it on alternate
market as an added profit source for their days of the week. If it is determined that a
own business. Not only will they be able to new market would be too close to an
sell more of their product at the market, existing market, the committee may want
but they would be able to promote their to consider working with the existing
businesses to customers for off-market market to include their potential customer
13
base through additional consumer outreach attract consumers? Is the market far
and adding programs and services to the enough from the nearest operating market
market. so as not to impede on their consumer
base? Are there any “surprises” in the
Look also at the local restrictions on hosting results that differ from what you had
a farmers market in the community. You’ll expected? Keep these in mind going
need to consider any local zoning issues forward as they could be the key to meeting
that may prevent a farmers market, such as your community needs!
no street peddling. It may be possible to get
a waiver, but it must be considered as an Match the responses from the consumers
obstacle. What permits or approvals will be with the farmers. You’ll need a “meeting of
required of the market or its vendors, i.e. the minds” to determine day and time for
city council approval, street closing permits, the market – consumers are able to attend
event permits, park use permits, parking and farmers are available to participate.
permits, etc. How difficult will the permits What about possible locations? Review the
be to obtain and what is the cost? Can any responses for overlap and investigate the
of them be waived? potential of each site. Also, the surveys will
help you define your market – who is
The survey results will help you gauge the eligible to sell and what can be sold.
level of interest in a farmers market and
any obstacles that you may need to Finally, weigh the positive versus the
overcome. Did you get enough positive negative comments and the numbers of
responses from consumers to feel surveys returned compared to the numbers
comfortable that you will have a critical issued. Determine whether the market may
mass of shoppers at the market? What be able to overcome any noted obstacles. If
about the farmers? Are there enough the responses are positive and you have
farmers willing to participate in the market? critical mass, then the committee can move
Is the diversity of product broad enough to forward with planning the market.

14
 Planning the Market

When the surveys confirm that a farmers “subcommittee” can be one committee
market is both wanted and needed by the member who is asked to recruit others to
community of farmers, consumers and local be involved with their portion of the
business and government leaders, the assignment. This is where their contacts can
steering committee is ready to move become valuable. For instance the spouse
forward in the planning process. Because of a local lawyer could take on “by-laws and
there is a significant amount of work to be rules” knowing that they will solicit the
done to launch a new farmers market, the expertise of their wife/husband!
steering committee should break into
subcommittees. This makes the best use of Consider the following committees:
the committee member’s time and  Site selection/on-site management
expertise.  Market organizational
framework/organizational by-laws
Each subcommittee will be assigned a  Market rules
specific task to research and complete that  Marketing; including advertising,
will further the development of the market. promotions, outreach and events
Each subcommittee will report on progress planning
at each full committee meeting to discuss  Farmer recruitment
progress, consider other committee  Financial – budgeting and fundraising
members contributions and allow for full
committee ratifications of any
subcommittee recommendations. Often the

15
 Site Selection/On-Site
Management Subcommittee

The site selection/on-site management adjacent to the site that can help with
subcommittee has a number of tasks to parking. For example, a church next door to
perform, starting with finding the most the market may allow the market to use
advantageous site to hold the market. their parking lot on market days.

“Location, location, location” is the rallying In addition to customers, you need to

cry for site selection. But this is only provide parking for your farmers. Some
partially true. It is important that the site be sites will require farmers to off-load and
visible and easy to access. But there are remove their vehicles from the market. This
many characteristics to consider when happens often in park settings or small lots
choosing the appropriate site for the trying to accommodate a growing number
market. of farmers. When this is the case, you need
to provide secure parking for the farmers’
The first set of characteristics we look at is vehicles. If possible, not too far from the
location characteristics. We want a site with market so that they have the opportunity to
high visibility – a highly trafficked road, with periodically restock their booth with
the market prominently situated where product still held in their trucks.
passersby will easily see the market. Traffic
could be car traffic or public transportation Next, look at the physical characteristics of
or foot traffic. If you choose a relatively the site.
secluded park or lot, you will have to invest  Is there room for the farmers’ trucks?
in more signage to direct people and raise Most farmers will prefer to work off the
awareness. back of their trucks. Consider the size of
pickup trucks, cube trucks and reefer
Measure also the proximity to the business trucks. You’ll need to provide the
or retail district. Consider the amount of length, plus working space as well as
time people have during lunch breaks or table space.
after work before they need to pick their  Is there room for expansion? As the
children up from day care. They need to market grows you’ll need to
easily reach the market, have time to shop accommodate additional farmers. Is the
and get on with their work or family location large enough to accommodate
business. growth without requiring you to limit
growth or find a new location?
Another location characteristic is parking.  Special events are a great way to draw
Consider how frustrating it is to go to a customers to the market. They may
shopping center and drive around looking entertain, educate or inform them.
for a place to park. Market customers Whatever their purpose they cause
should not have to experience that kind of people to remain in the market longer,
frustration. If the location itself does not spending more money, but they also
have adequate parking, look for locations attract new customers, introducing

16
 them to the market. So you want to be the site so that the right people can be
sure that the site has enough room to aware of and called in as needed on
accommodate special events. market days to clean, repair or help set
 What is the surface of the site? Grass is up the market.
attractive, but can be difficult for people  Is the site safe? Again, it is our duty to
with wheelchairs and walkers. provide a safe environment for our
Pavement is smooth, easy to walk on or farmers and our customers. If the
roll wheelchairs. But it does throw heat neighborhood is perceived by the public
in the summer. Sidewalks, if in good to be unsafe, then make arrangements
repair, are easy for customer walking. for police presence in the market. Then
But what is the width? Will it allow publicize this fact so that customers feel
customers to easily pass each other safe shopping there.
while yet others are stopped at a  Is there shelter, such as a pavilion or
vendor table? Customers in the process shed that farmers could set up under to
of purchasing, who are interrupted by keep product and customers out of the
being brushed against by passersby, elements? What about trees that could
tend to forego the purchase and move provide some shading?
on.3 Gravel can be dusty and more likely  Public restrooms are a requirement for
for customers, especially people any market. Customers and especially
wearing heels, to twist their ankles. their kids need to use the facilities. If we
 What is the slope of the site. Too steep don’t provide for that, then they will
and it is difficult for customers to leave the market to take care of their
comfortably walk and difficult for needs and our farmers will miss out on
farmers to set their tables up. sales. Not only do they leave, but they
 Finally, look at the general cleanliness may not come back, because we failed
and repair of the site. Sidewalks in good to provide for their needs and it was not
repair, potholes filled in, no crumbling a pleasant experience. Bathrooms could
curbing, etc. Also we want to present a be public restrooms associated with the
wholesome environment, so it should park, a neighboring business that is
be clean – trees and bushes trimmed, willing to open their restrooms to the
leaves and branches cleared away, no market’s clientele, or rented port-a-
litter and garbage, etc. Some johns.
communities use a market as a means  Lighting will be important if the market
to rally the community to take is to be run during dusk or dawn hours.
ownership of the space, clean up a park  Electricity may be important to some of
and develop pride in their community. your farmers if they need to run
But you need to know that is the goal of refrigeration units for meats, cheeses or
the project before choosing a site that dairy products.
will require that level of work now and  Water may also be needed by vendors
throughout the market’s existence. and customers. If the water is not from
Establish who is responsible for what at a municipal source, it must be tested to
ensure potability.
3
Underhill, Paco. “Why We Buy: The Science of
Shopping”. Simon & Schuster, 2000.

17
 Is there storage space at the site that Using a Farmers Market Site Evaluation
could be used for the market’s (Appendix E) to rate each of these
equipment – tents, tables, signs, characteristics for each potential site will
banners, etc. guide the subcommittee to choose the best
possible site for the market.
Next is ease of use characteristics.
 Some locations will require a fee for use Once the site is selected, the sub
of the space. It might be a flat rental fee committee is then charged with making the
from the property owner or city site workable. Creating an effective layout
government. It might be a fee equal to of the market is very important for proper
the lost revenue that would otherwise space allocation for vendors and for ease
be acquired by the owner. One example and comfort of customers shopping the
is a market that must reimburse the city market. Vendor stalls should be 12' by 40'
for lost parking meter fees when the to accommodate trucks parked side by side.
market sets up on the street. Other fees If there is not room for sellers to park their
might be charged to cover the cost of trucks at their stalls, then space needs to be
services to the site; i.e. sanitation, police allocated for their vehicles elsewhere.
presence, etc. However, most sellers prefer to sell off the
 Zoning and permit requirements need backs of their trucks, so it is best to try to
to be identified. Some may be accommodate their trucks at their stalls.
community-wide, but others may be
site-specific based on the zoning district. The center aisle between rows of sellers
 What about the cooperation of the should be a minimum of 10 to 12 feet wide
property owner? Will you be allowed to to give plenty of room for customers to
erect signs and banners. Many markets shop at the stands on either side of the aisle
are placed on closed off streets? Will with 4 feet down the center for others to
the city provide traffic barriers? walk comfortably through. This also allows
Garbage cans, park benches, etc. space for consumers to stop and visit with
 Finally, what is the length of time the neighbors they meet at the market,
site is available. You want a site that will fostering the community spirit that is often
be available to the market for the long evident at farmers' markets.
haul. Moving a market can be difficult,
at best. Not only do you go through all The flow of customer traffic through the
these steps all over again, but you must market is important, as well. Vendor booths
get your customer base to move with should be kept tight together, one right
you. No amount of promotion of a move after the other. It makes the market appear
and new location will reach everyone full, but it also eliminates open spaces that
and you will leave a percentage of your allow consumers to slip in and out of the
customers behind when you move. It market other than at designated entrances.
can literally take years before the In other words, consumers are “forced” to
customer base reaches the same level in shop the full market, giving each farmer an
the new site as it enjoyed before the equal opportunity to present their products
move. to all customers. Customer flow also means
that movement through the market is a

18
natural flow. No abrupt ends of aisles of while allowing for the flow of customer
farmers that require consumers to traffic. Vendor booths must be kept
backtrack to continue to shop. Backtracking grouped together to keep the market whole
or “dead end” aisles are usually overlooked and looking full. And there should be no
as inconvenient. Farmers on these aisles barriers to the flow of traffic, keeping
will suffer a loss of sales. Many markets use movement continuous. This means no aisle
a circular traffic pattern, with farmers on should have an abrupt end, but should
both sides of an aisle or one straight line circle around to the next row of sellers. In
with farmers on both sides. This allows the example that follows, there are four
customers to flow naturally through the rows of sellers with room for customer
market aisles. traffic to flow between the rows and
around each end.
The layout of market stalls should allow
easy access to farmer’s assigned spaces,

Moving cars and vendor trucks into and out When assigning selling space to farmers,
of the market while hosting customers space sellers of similar products throughout
strolling through the market requires the market rather than grouping them
careful planning to ensure everyone’s together. It is more appealing to see a
safety. Market entrances should be blocked variety of vendor selections throughout the
off to prevent cars from entering the market and more profitable for the farmers.
market. Driveways and walkways should be Customers will tire of the same thing if like
clearly delineated, using barriers if possible, vendors are together and will purchase
to prevent traffic from intermingling with from the first seller and ignore the rest.
foot traffic. Likewise, farmer truck traffic
needs to be segregated from customer The site selection/on-site management
traffic and should be halted during market subcommittee is also tasked with ensuring
hours. the market complies with all local
regulations. The committee must obtain all
approvals and permits necessary for the

19
market to operate. That may mean making before farmers in the market may apply to
appearances before the city council, accept the checks. This is a simple
applying for permits or knocking on doors procedure that asks for a list of
to obtain signatures for a street closing. participating farmers and a set of the
market rules. Once certified, the market
If police presence is needed, then this manager will need to accept applications
committee will make those arrangements. for the program from participating farmers,
Same with the Department of Public Works, sign them as an attestation that the farmer
arrangements will need to be made, is, in fact, a bona fide farmer.
including any fees required, to get street
closure barricades put up each market day, Farmers may also choose to participate in
arrange for sanitation needs and acquire the WIC Vegetable and Fruit Check
park benches or picnic tables for customer program. This program provides WIC
convenience. Bathrooms are a necessity for families with checks to purchase fruits and
every market and this subcommittee will vegetables at all WIC venues. In the farmers
need to make these arrangements, as well. market, the purchases must be on fresh
fruits and vegetables and from farmers who
Most markets will need liability insurance are also participating in the WIC Farmers
coverage. This protects the market in the Market Nutrition Program. While the
event of a claim, as well as providing a layer market itself plays no role in the WIC
of protection for the property owner. This Vegetable and Fruit Check Program, farmers
committee will need to seek adequate and customers will have questions and it is
coverage, whether a market-owned policy, important that the market manager be up
a rider under the umbrella of a sponsoring to date on the process.
agency or finding coverage under the Finally, markets may choose to accept
municipal plan. electronic payments through a central Point
of Sale (POS) terminal. This is the NYS
Another task of the site selection/on site Farmers Market Wireless EBT program
management committee would be to administered by the Farmers Market
determine which nutritional programs the Federation of NY on behalf of the NYS
market will participate in and enroll. There Department of Agriculture and Markets and
are several options, each attracting its own the NYS Office of Temporary and Disability
customer base and providing added Assistance. The program allows access to
revenue options for participating farmers your market for consumers on food stamp
and vendors. benefits. The program provides markets
with a POS terminal that is capable of
The WIC and Senior Farmers Market accepting electronic food stamp benefits, as
Nutrition Program provide a once-per- well as debit and credit transactions, if the
season benefit to WIC families and low market chooses. The terminal is operated
income seniors. These are $4 checks that under the market’s USDA Food and
can be spent on fresh fruits and vegetables Nutrition Service authorization uses tokens
from bona fide, participating farmers. The as EBT scrip for food stamp transactions.
market must be certified with the NY State
Department of Agriculture and Markets

20
This committee needs to consider the  The Consultant Manager – a
administrative needs for each of the contract is executed with an
program, the opportunities they bring to independent consultant to act as
increase consumer access to locally grown manager. They are paid a flat hourly
foods and the opportunities to add revenue rate with an agreed upon timeframe
to farmers and make the market more and weekly, monthly or annual limits to
attractive to potential participants. While what they will be paid. The advantage
some of the programs require constant to them is that they do not
staffing, such as the EBT program, it does automatically pay taxes, but instead
not have to be a market manager. It can be receive a 1099 at year end. The Market
a volunteer(s) or community partner does not have the expenses associated
assisting in the administration of the with FICA, workers compensation,
programs. unemployment insurance, etc. The
market runs the risk of running out of
Finally, the site selection/on-site money before the job is done, but the
management subcommittee must find work can be focused and directed at
someone to manage the market. They will maximum budgetary efficiency.
need to develop a job description (see
Appendix F) and determine an appropriate  The Paid, Part-time manager. A
compensation package. There are several part-time, paid manager is another
ways to compensate a market manager: option for compensating a farmers'
 The Volunteer Manager. A volunteer market manager. Because the person is
manager may be best suited for a new paid, they are recognized as a figure of
farmers' market, because financial authority by the market sellers. Also,
resources are usually limited and offering a salary tends to eliminate the
enthusiasm for the market is very high. fading enthusiasm of a voluntary
However, there are drawbacks to a manager. However, there are
volunteer manager. The time they will drawbacks to being part time, as well.
have to spend on management duties The position is typically paid only when
will be limited because they will have to the market is in season. But the
have another job to support manager's job continues year round
themselves. So the market duties will be with recruiting sellers for the market,
secondary to them. More importantly, promoting the market, and planning for
volunteerism tends to fade, typically the next season. The manager should be
dissipating after about five years. If the reimbursed for this time spent on the
market has not made plans to make the market as well as when they are
job a paid position, a volunteer manager managing the operation of the market
will often resign by five years time. The during the selling season. Another
market can be adversely affected if drawback is that the manager's job is
plans have not been to keep up the secondary to the manager's full time
momentum of the enthusiasm the job. There may be times when the two
original market organizers had. jobs will conflict and the manager will
be obligated to fulfill the needs of their
primary job.

21
 conflict of interest. Decisions made must be
 Paid, Full-time manager. A full time, for the benefit of the market. Any decision
paid manager is the ideal strategy. Their made by a manager/vendor will always be
entire focus will be on the successful suspect. Was the decision based on what
operation of the farmers' market on a was good for the vendor/manager’s
year round basis. However, most business or the market? It also appears to
markets cannot afford to pay someone give a vendor/manager an unfair
a livable salary to be a full time advantage. Customers seek out market
manager. managers and that gives the
vendor/manager’s booth with their own
Finally, a manager should not be one of the farm products more accessibility to
market’s vendors. This may seem to be a consumers. Will this influence consumers
convenient option, but it is fraught with purchases unreasonably? Some in the
pitfalls. A vendor’s job in the market is to market may think so.
build their customer relationships, sell their
products and build profits to sustain the While it sounds daunting to hire a market
viability of their own business. When a manager, the right person is out there. This
vendor is also manager, there will be person will have passion for food and
conflicts when the needs of the market farming, be strong, articulate, fair and
must be responded to at the expense of honest. Being a market manager is a labor
their own business. This is an unfair position of love, but one that also requires broad
to place a vendor in, but even more shoulders.
important, a vendor who is also a manager
has the appearance of, if not outright,

22
 Rules Subcommittee

Another committee will develop the rules unambiguous they will eliminate potential
and regulations that will govern conduct of conflicts in the market.
the farmers market. While some farmers
moan at the idea of rules, they are Finally, each rule must be enforceable. This
important to the successful operation of the goes along with being clear and
market. Rules maintain the integrity of the unambiguous. A rule that everyone
market. Customers know what to expect understands can be followed. Markets must
when they come the market, because the then have the ability to enforce the rules of
rules define the market and all farmers are conduct. This would include an inspection
obligated to abide by the rules. So, for process to verify sellers are complying with
example, if the rules are that the market be grower rules. It should also include systems
100% producer only, customers know that for dealing with non-compliance.
anything they buy is grown by the seller.
Sellers know that rules will be enforced While every market needs to develop rules
through farm inspections and other means that reflect the needs of the community
to ensure compliance and maintain the and the market’s mission, there are some
integrity of the market’s rules. common elements that should be in every
set of market rules.
Because the rules establish conduct for all
to follow, it ensures that all market Identify the markets’ organizational
participants conduct business on a level structure. Spell out who operates the
playing field. No one has an advantage over market, establishes the rules and sets
the other. The rules spell out conduct of market policy. Is this a market board of
behavior and all participants know what is directors, a sponsoring agency, a municipal
expected of them. They know what their government? Then define who will have the
responsibilities are, what their rights under responsibility of applying those rules and
as market participants, and know ahead policies and enforcing their compliance.
what the consequences of noncompliance Spelling this out in the rules allows
will be. everyone to understand at the outset, who
sets the market policies and who is charges
The rules should attempt to plan for all with carrying them out in the marketplace.
possible issues that may arise in the Both farmers and consumers know the
marketplace. Since it is impossible to appropriate person to address their
foresee everything, the rules should be concerns, comments and suggestions.
written with the opportunity for review and
revisions to include new issues that arise. Next spell out the general operations of the
The rules need to be clear and concise. All market so that farmers know what the
parties should be able to fully understand expectations are.
what the rules means, without needing an  When is the market – day, times, season
interpreter. If the rules are clear and  Where is the market located

23
 Identify set up and tear down hours. made and approved by a jury. Or bakers can
This helps farmers to plan their arrival sell in the market, provided their main
and how much time they have to pack ingredient is a product that is grown by
up once market is over. themselves or another producer in the
 If you intend to have a policy on farmers market.
leaving early or arriving late, then it
should be very clearly spelled out here. Most vendor definitions include the term
It is recommended that farmers remain “local”. This has a different meaning for
in their spaces throughout the full everyone. It is important that your rules
market day. When farmers leave early it define local for your market, allowing
signals an early end to the market for farmers to comply with the rules, but
customers. Customers feel cheated that especially to show market customers that
they have lost some of their time in the when they are buying “local” food at the
market and lost out on their choices of market, they know what this means and the
farmers and product. It could result in a rules will maintain the integrity of the
loss of customers if it continues. If definition.
vendors arrive late they may disrupt the
business for everyone concerned in Along with identifying who can sell in the
getting to their spot or in setting up market, you must identify what can be sold.
their booth. Farmers should be Some markets limit the products to locally
encouraged to bring enough product to grown foods, but others open up to crafts,
provide customers with selection prepared foods and local non profit
throughout the market day. agencies. Again, your customer and farmer
surveys and your mission will help you to
One of the most crucial rules will identify determine what should be sold in the
who is qualified to sell at the market. You market.
will have learned through your customer
and farmer surveys what the expectations Many of the products that are sold in the
are and your mission will have refined this market require government licenses,
for you. Now your rules will define it in permits, inspections, etc. to maintain the
clear, unambiguous terms. If producer only, safety of the foods consumers purchase.
will it be 100% or will there be any Market rules should state that all farmers
supplementing with product missing from and vendors must adhere to the
local growers? If so, this would be clearly government regulations covering their
spelled out – what can be bought for resale, product, providing the market with copies
where it must be from, i.e. whether from of all up-to-date licenses and permits.
another farmer within a defined region or Examples of licenses, permits and
from a broker house, or anything goes; how certificates required in New York State
much of the farmer’s sales can be from include: health permits for processed foods,
resale, and the process for approval to sales tax certificates, greenhouse licenses,
resell. If vendors other than farmers are to farm winery permit or meat processors
be allowed in the market, identify who they license and appropriate slaughter stamp.
may be and how they can qualify. For
example, craftspeople must be 100% self

24
In New York, there is a growing number of  All product being sold must be fresh and
meat vendors participating in farmers first quality. The manager will require all
markets. This is a great benefit to product of an inferior quality or showing
customers and farmers, as well. signs of deterioration to be removed
Government regulations for meat vendors from sale.
are extensive, from how the regulatory  Dogs are the perennial question. Do we
agency is, to the license required by prohibit dogs in the interest of
slaughter facilities and the slaughter stamp safeguarding food and run the risk of
required on meat packaging. Violations of alienating dog owners or do we allow
these regulations can impact the market as dogs and run the risk that dogs will
a whole if a customer is sickened by any of contaminate food products or
these products and it is determined that the potentially bite customers? There is no
market allowed illegal products to be sold. good answer. Sometimes you have to
So it is important that markets make sure look at the market setting, the customer
that farmers understand all regulations base, the insurance carrier or the county
pertaining to their product and show proof health department to get your answer.
of compliance. But if you intend to have any
restrictions on dogs in the market, it
A section of the rules should issue must be very clearly defined, so that
guidelines for selling in the market, in other everyone understands and can comply.
words, what is appropriate conduct for the Remember: Not all pets are dogs and
market sellers. Each market must you may need to restrict all personal
determine what is appropriate for their animals to make sure lemurs, monkeys
community, but some common conduct and parrots are accounted for! Service
rules are listed here. animals will need to be excluded from
 All farmers and vendors are required to any restrictions on allowing animals in
post signs both price signs to maintain the market.
price integrity, and farm identification
signs. Another section of the rules will deal with
 Treat all customers fairly and with vendor space and fees. Explain how vendor
respect and dignity. This creates a fees are assessed. Include whether there
positive atmosphere in the market and are discounts for an entire season or if
all customers enjoy their experience. opportunities for daily vending exist.
 Hawking of any kind is prohibited. Noise Dictate when the fees are due, whether in a
distractions can make the market very lump sum up front or each market day and
chaotic and uncomfortable for if on a seasonal basis, can they be paid on
customers. an installment plan.
 Insurance requirements for participating
in the market – usually product and Often when a vendor is absent, the market
general liability insurance naming the takes the opportunity to place a daily seller
market, its sponsor and the property in the unoccupied space. This prevents
owner as an additional insured are having an open space in the market, but
required. All requirements are clearly also allows the market to generate
spelled out in this rule. additional revenue. A rule should indicate

25
that gives the market the right to “re-sell” a farmer must put up $50 to have the
vendor’s space in their absence and what complaint heard and investigated by the
the terms for doing so are. market management. Once this is done, the
manager will conduct a thorough
This section should also define vendor stall investigation into the complaint,
space or selling space. Give the dimensions interviewing both parties, conducting farm
of the space, whether trucks can be parked inspections if needed. Once the
at their space or if product must be off- investigation is done and the management
loaded and the trucks parked off-site. This makes its decision, the complainant will
portion would also include details on how receive the fee back if the allegation was
space assignments are made and whether correct. If the complaint was found to be
the vendor has rights to the same space in groundless, the money is forfeited to the
subsequent years. market’s general funds to cover the cost of
the investigation.
And finally, if a season leaseholder
withdraws from the market, is any part of The rules should outline the consequences
his fee refunded? for noncompliance with rules. This is usually
Compliance is an important topic in a a series of warnings, fines and finally, if it
market’s rules. This is what makes the rules cannot be resolved, expulsion from the
work! So it needs to be clearly spelled out market.
and workable.
A grievance procedure brings fairness to the
Complaints should have a process identified compliance process. Any vendor who has
in the rules. These are complaints of been found to be in violation of the rules
farmers against farmers, as well as farmers should have the opportunity to address the
against manager. Vendors should be told in violation with the markets authority,
the rules where they can address these allowing them to provide evidence in their
complaints, the process for having them defense, plead for a lesser penalty, etc. The
heard and what action will be taken. For grievance procedure must be defined in the
example, a rule may stipulate that a farmer rules and available to all vendors to review.
who registers a complaint against another

26
 Market Organization
Development Subcommittee

The organizational structure of a farmers made by the manager will be seen as self-
market is the governing body of the market. serving by others. Also, volunteer
There are a number of structures that a enthusiasm tends to fade over time. This
market can adopt. means that the inspiration and drive of a
volunteer manager or organizing
1. Voluntary Structure committee will disappear over time leaving
A voluntary structure is the quickest, the future of the market in jeopardy.
easiest to establish and requires a Without a more formal organization to
minimum of time and capital investment. support the market and provide for
The group simply agrees to establish a continuity in the event of manager
farmers market. All decisions are voted turnover, the market will be in jeopardy of
upon, with each member receiving one collapse.
vote. Since little or no funds are collected,
the market site is usually on donated land 2. Non-profit Corporations.
and a market manager is usually a An incorporated, non-profit association or
volunteer from among the market sellers. agricultural cooperative is another
management structure for a farmers'
While this is an easy way to establish the market. This type of market management is
organizational body, there are many pitfalls used by many of the markets in New York
to this type of structure. First is the risk to State. Here, the formal regulations dictated
members. This type of structure is by the incorporation process help to
considered a partnership and is subject to ensure the success and the future of a
all the legal pitfalls of a partnership. farmers' market. The association must
Therefore, each market member is liable establish a set of bylaws. Bylaws set down
for all debts and legal actions against the the requirements for membership, how
market. Another downfall is the need for membership meetings are called and how
all decisions to be voted on. This means they are run, how voting is done and
decisions cannot be made rapidly enough directors and officers are elected, the
to respond to situations as they arise. The duties of each of the officers, as well as
best defense to these outcomes is to guidelines for managing the association.
decide what is needed to be decided upon Once incorporation is filed with the state, a
and clearly delineate the areas in which the filing to the IRS is done to establish tax
Market Manager’s decisions will guide the status. Most markets would become trade
market and how best to support your associations, either a 501 (c) 5 or (c) 6. This
Manager. type of association is written into IRS tax
code.
No matter how strong or effective this
person is as a manager, disagreements will “Reg. 1.501(c)(6)-l defines a business
arise over what others will perceive as league as an association of persons having
conflicts of interest. That is, some decisions a common business interest, whose

27
purpose is to promote the common As dictated by incorporation law, the
business interest and not to engage in a bylaws define the make-up of the board of
regular business of a kind ordinarily carried directors, who is eligible and how they are
on for profit. Its activities are directed to determined. Some market bylaws require
the improvement of business conditions of that all board members must be sellers in
one or more lines of business rather than the market. Some markets have been very
the performance of particular services for successful with this set-up, but it does
individual persons.” create a built-in conflict of interest for the
board members. The decisions they make
To meet the requirements of IRC must be based on what is good for the
501(c)(6) and Reg. 1.501(c)(6)-1, an market, overall, even if not in the best
organization must possess the interest of one or more of the board
following characteristics: members. It is often hard for a
1. It must be an association of persons farmer/board member to overlook their
having some common business interest own needs when making decisions in the
and its purpose must be to promote this board room. If you properly structured,
common business interest; and sufficiently diverse in character, your
2. It must be a membership organization steering committee, you will have most of
and have a meaningful extent of the elements needed in place to transition
membership support; to a proper Board of Directors for your
3. It must not be organized for profit; non-profit.
4. No part of its net earnings may inure to
the benefit of any private shareholder Memberships to the association provide
or individual; funds for hiring a market manager, at least
5. Its activities must be directed to the on a part time basis. This helps to eliminate
improvement of business conditions of some of the pitfalls of fading enthusiasm of
one or more lines of business as volunteers. The by-laws also give a clear
distinguished from the performance of definition of the roles of each person, and
particular services for individual gives strong support for the day to day
persons; decisions made by the manager.
6. Its primary activity does not consist of
performing particular services for Incorporating also offers financial
individual persons; and advantages. It protects the membership
7. Its purpose must not be to engage in a against the legal debts and actions against
regular business of a kind ordinarily the association. It also has tax advantages.
carried on for profit, even if the By filing for non-profit status with the
business is operated on a cooperative Internal Revenue Service, funds collected
basis or produces only sufficient income by the association are not subject to
to be self-sustaining. 4 federal income tax, however, they would
not be exempt from state income or state
sales tax. If the gross income of the
association exceeds $25,000, the
4
“IRC 501 (c) (6) Organizations. By John Francis organization must file an annual IRS 990,
Reilly, Carter C. Hill and Barbara A Braig Allen.
2003. Return of Organization Exempt from

28
Income Tax. Of course, this will require market members. As fiscal agent, the
someone (usually a member of the Board or sponsor may include the market as part of
paid consultant) to track the finances and its liability insurance program, saving the
prepare for auditing or third party review. market the expense and hassle of obtaining
its own liability insurance.
While the 501 (c) 6 organization is a tax
exempt organization, it is not a charitable
organization. That means that donations
and contributions to the organization are
not tax deductible. This disallows the Elements of Nonprofit
organization from grant funding from Corporate By-laws
private foundations. However, government
1. Organizational Name
funding is usually available to trade
2. Nonprofit purpose/goals of
associations. It is also possible to apply for the organization
funding under the umbrella of another, 501 3. Membership
(c) 3, charitable non-profit, organization. a. Definition
b. Rights and
3. Sponsoring Agency. responsibilities
Many farmers markets have chosen to 4. Board of Directors
operate under the umbrella of a a. Eligibility
sponsoring agency. Typical market b. Terms
sponsors are municipal government c. Rights and
agencies and nonprofit organizations that responsibilities
5. Officers
believe in the value of farmers markets and
a. Define positions
believe that a market may help to fulfill its b. Duties
mission. Market sponsors will differ in the 6. Committees
level of involvement with the market, some a. Standing
offering little more than general support, b. Ad hoc
while others will operate the market as a 7. Operations of the
project of the sponsor agency. organization
8. Amendments
The advantages of operating under a a. Procedure
sponsor differ with the level of 9. Termination of organization
involvement of the sponsor. Commonly a. Maintaining
nonprofit continuity
sponsoring agencies will lend their
charitable, nonprofit status (501 (c) (3)),
allowing the market to apply for and
receive grants and accept tax-deductible
Many sponsoring organizations will lend
donations and contributions. In many
management support to the market. They
cases, the sponsor will act as the fiscal
may provide a manager for the market and
agent of the market, taking responsibility
incorporate the salary into their own
for collecting monies owed the market,
payroll system, deriving the revenue from
paying the bills generated by the market,
market stall fees to offset the expense. This
and providing financial reports to the

29
allows the market to have a paid manager, 4. Farmers Market Management
while freeing the market from having to Company.
obtain unemployment and disability Some markets are organized and managed
insurance and from payroll reporting by professional management companies. In
obligations. Along with providing a this case, the catalyst for the market may
manager, the sponsoring organization has be the municipality, local farmers, or
additional resources and in-house talent consumers; but it is usually the
that can be lent to the market, such as management company is contracted to
advertising and promotion resources and organize, develop and operate the market.
skills, events planning, legal advice, etc. They will use the policies, rules and
processes that they have developed and
Ideally a sponsoring agency will come used within the network of markets they
prepared with a Board of Directors of their manage. The markets using this
own which represents or includes many of organizational structure benefit from an
the elements previously outlined. If not, an organization that has professionalized the
Advisory Panel or “friends of the market” role of market manager. Managers are paid
committee may be formed to help manage staffers of the management company and
the market and report to the full Board as benefit from the training and support they
circumstances require. receive from the management company.
The drawback of the management
Of course, there may be disadvantages, as company arrangement is that it requires a
well. If the sponsor is setting policy for the large financial investment to contract for
market, it needs to have a complete services.
understanding of agriculture and farmers
markets. The market may want to become 5. Market Authority.
active in the sponsor’s organization, A market authority is established through
helping the sponsor to make appropriate legislative action. It has a purpose to
decisions for the market. When the support local agriculture and act as a
sponsor has taken on the management of regional food hub. The authority plans,
the market, they may choose to assign one develops and manages the market. An
of their staffers to act as market manager. example of a market authority is the Central
If the staffer is passionate about farmers New York Regional Market Authority in
markets, this could be an excellent fit for Syracuse, NY. This type of management is
the market. However, if the market is an rare, although a new market authority has
added responsibility to the staffer, it may recently been established in Suffolk County,
be a burden that doesn’t fit their time Long Island to provide ready-access to a
schedule or their interests. In this case, the market for the county's agricultural
market could suffer from neglect and may producers and commercial fishermen.
ultimately fail.

30
 Marketing Subcommittee

A marketing plan uses a mix of advertising, permanent signage at the site of the market
promotions, outreach efforts and special so when it is not going on people may be
events to build knowledge among the reminded of it and directional signage to
potential consumer base about the market guide people to the market.
and its offerings. This plan must take into
account the funds available, the Promotions are generally short term
demographics of the potential customer activities that will boost consumer
base, the media and communications participation in the market. Promotions can
options, partners’ roles and resources, as be no cost or low cost for the market, but
well as the mission of the market. can be very effective in reaching consumers
with your message and generating
Advertising gets your market message out customer traffic in the market. For example,
to the public. Generally it entails the use of the Seneca Falls Farmers Market distributes
traditional media sources, television, radio market coupons to local businesses to share
and print. Before attempting to build an with their employees. This creates the
advertising campaign to create awareness opportunity to build awareness of the
for a new market, you must first understand market, as well as the incentive to test-shop
who your potential customer base will be. the market with the coupons. A no-cost
The more focused your efforts, the better promotional idea is Farmers Market Bingo.
the results, as a weekday market may target Playing this game at the local senior center,
senior citizens, while a weekend daytime using market coupons as prizes, creates a
market seeks families. An evening market “buzz” for the market, educates consumers
could become a social event for singles and about farmers market products and
seniors. Use this information to match to encourages participants to visit and shop
media sources. Each media will be able to the market. Have a scavenger hunt where
provide data on the demographic most people are encouraged to have each vendor
attracted to their television station, radio mark a card showing that they have visited
station or print medium. and then draw a winner from those
submitted for a “gift card”. Make certain to
An effective advertising campaign is built on capture any and all contact information you
frequency. In other words, a consumer can from these activities for future follow
hears your message enough times that they up.
will act on it. Match your advertising budget
to the medium that will give you the Outreach is a direct approach to get your
greatest number of delivered messages to market message out. It could be making
your target audience. If using radio or presentations to local civic organizations,
television, contract for the time slots that for example, to discuss local agriculture and
show the greatest audience for your the farmers market as a community benefit.
demographic. Supplement all paid media Internet marketing, such as Facebook and
with signage in local businesses, build a twitter is a form of outreach. Engaging
community e-mail to send out reminders, consumers in discussions through these
31
social networking mediums gets the community organization appearing at the
market’s message out, creates dialogue market, they will be introduced to the
about the market and generates interest in offerings at the market, and farmers have
shopping for locally grown foods in the the opportunity for additional sales. Often,
market. once introduced to the market, a consumer
will return.
Special events play key roles in the markets
plan to create awareness for the market Merchandising is another consideration
and build a consumer base. Because they that may serve a dual purpose. Sales of
are active; music, contest, cooking or craft market t-shirts, tote bags, aprons, etc. will
demonstrations, etc.; special events help to get the market’s name out in the
entertain customers and add excitement to community. They become walking
the market. The excitement is a draw for billboards promoting the market as
media attention. Press releases for each consumers proudly wear their market tees
special event, especially if they include or shop through downtown or the local mall
defined photo opportunities, will bring local while carrying their market tote bags. While
media to the market for “free” market the initial cost of acquiring the merchandise
promotion. As local reporters get more may be an obstacle, a partnership with a
familiar with your market, they will look the local sponsor may provide underwriting
market up for stories and activities to help costs for such a venture. Include their logo
them meet editorial deadlines. on the front and yours on the back for the
price of printing, or maybe they will support
Special events help build community and a promotion linked to the item, such as
can become a great venue for community “win a free soda at Burger Jack’s if you are
education on such topics as health and spotted on (non-Market Day) wearing your
nutrition, environmental issues, agriculture local market/Burger Jack’s T-shirt”.
and gardening or other issues that are
important to your customers. The market The marketing plan requires close work
benefits each time they promote their with the finance subcommittee. They will
appearance at the market, while the need to know the budget they must work
organization benefits by reaching their with and determine the appropriate mix for
target audience with information on their an effective marketing plan. The two
organization and its mission, fundraise or subcommittees can also work together to
deliver services. Try to design events which raise additional funds to help promote the
appeal to your particular market “target”. If market or build the proper approach or
you are seeking senior citizens, a blood message for potential underwriters or
pressure or diabetes screening would be partners.
more appropriate than face painting or
child safety presentations. Because this will be a new market, opening
day must be special. Target a fair share of
Finally special events are important because advertising and promotions to opening day
they help to introduce new consumers to as a way to attract as many consumers as
the market. Those who come for the music possible at the start of the market. Special
or for the health screening offered by a events on opening day will add to the

32
attraction and create the excitement in the erecting the signs. Electioneering style signs
market that will encourage return visits. can be put up each market day reminding
Invite local dignitaries like politicians, consumers, and directing them to the
business leaders, community activists and market. Other creative suggestions might
make certain to make a “big deal” out of be developing a promotional piece on a
their joining you. If you can, try to prepare a home computer and printing copies for
season long schedule to share with opening local businesses to use as a bag stuffer to
day guests so they can “plan” to come back promote the market. Or it could be standing
on future dates. Make sure to have a on street corners on market day with hand
growing schedule available so people will held signs promoting the market. There are
know when to expect corn or squash or a lot of ways to market the market without
their other favorites. a large promotions budget.

Creativity is key with marketing a farmers This subcommittee will be responsible for
market with limited funds. Posters, fliers developing a comprehensive plan to
and signage are essential ingredients in a promote the market, building greater
market’s promotional campaign. Placing awareness of the new farmers market. They
these about town will be a constant will also be responsible for the execution of
reminder to consumers about the market. the marketing plan, whether at their own
Signs can be permanent signs if local zoning hands or overseeing it being done by other
laws and the property owner permit. volunteers, the market manager or other
Banners can be hung on lamp poles or market staff.
across busy city streets, with the permission
of the municipality and their assistance in

33
 Recruiting Farmers Subcommittee

While farmers should be part of the market. But farmers rarely depend on one
market’s steering committee, bringing the marketing venue. They may be involved in
farmer perspective to planning, it is also wholesale marketing to supermarkets or
necessary to develop a strategy for reaching institutions, direct to restaurant sales,
farmers and encouraging participation in participating in online farmers markets,
the market. host an on-farm farmers market or offer a
farm based Community Supported
The Farmer Recruitment subcommittee is Agriculture program. To attract farmers to
also responsible for finding farmers with an participate in another marketing venture,
adequate diversity of product to round out you must be prepared with information that
the market, giving customers a variety of will help them make the decision to
choices in both product and farmers. There participate in a new farmers market. When
are many sources to use. The first source is reaching out to farmers, be prepared with
the Cooperative Extension Educators. They the following information:
work with farmers in the area on a daily  Where and when the market will be
basis and if they are involved in the market held. Does it match with the
planning, or are kept well informed, will farmers’ schedules?
promote the market to their farmers.  A finalized set of rules. Farmers
Contact educators in several surrounding need to understand market
counties to reach as many farmers of as eligibility and what is expected of
many different products as possible. Next, them as a market seller.
use the NYS Dept. of Agriculture and  Cost of participation. Is the cost
Markets. Through their Farmers Market justified by the farmers’ anticipated
Nutrition Program, they have a sales?
comprehensive list of farmers who are  Demographics of the community.
actively direct marketing at farmers Does the potential consumer base
markets. They are always willing to share match the farmers’ product line?
farmer contact information. Farm Bureau  Marketing plan. Farmers will want to
may also be a source. Notices in county know that enough is being done to
newsletters will reach a large number of attract consumers to the market.
farmers. Finally, reach out through  Nutrition programs offered at the
production organizations to help target market. Farm revenue will be
farmers in the area that may be interested greater whenever the market makes
in farmers markets. They may put a notice state and federal nutrition
out on their list serve or through their programs, such as WIC and Senior
newsletter or in rare cases, will give you a Farmers Market Nutrition Program
contact list for a specific region. and SNAP, available to customers to
use in the market.
The growing number of farmers markets in  Market restrictions that may impact
the state means that farmers are probably the farmer. Insurance is a common
already participating in at least one other
34
 requirement that farmers will need contract needs to include a agreement that
to have for market participation. the farmer attests to the accuracy of the
What level of insurance is being information provided. With the signature of
required? Some markets must make the vendor, he is acknowledging and
compromises in their products they agreeing to all statements and conditions of
allow for sale. And farmers will need the contract. With the signatures, the
to know if this will impact their sales contract becomes a binging agreement
and revenues. For example, a between the market and the vendor. A
farmers market in the Hudson Valley sample market agreement is located in
was opposed by a local florist. The Appendix H.
concern was that farmers selling
fresh cut flowers would take When farmer participation is not high
business from the florist. In order to enough to provide a diversity of product
overcome the florist’s objection to and choices in the market, it may be
the market, it was decided to important to consider alternative marketing
eliminate fresh cut flowers as an strategies. If the community is small and
eligible product. will not support a large number of farmers,
 Commitment. The Farmer may be or you are finding it difficult to recruit
giving up some other element to particular products, say maple or honey,
participate in your market and the you may want to get creative. Allowing
decision maker in this process may farmers to use a cooperative arrangement,
be the sense of commitment they working together to bring one another’s
get from your organization during products to the market may encourage
this process. greater farmer participation. For example, 4
While this information is collected, the farmers work together selling one another’s
subcommittee will develop a market products. This way each farmer only has to
application and/or agreement. The commit to being in the market once a
agreement is a contract between the month. Another example is a farm stand
vendor and the market for space and the concept used in a low income
right to sell within the market. The contract neighborhood. The market makes
will include basic contact information, crops arrangements to meet farmers at other
to be sold, including a crop plan to allow for larger markets in more affluent
farm inspections, and a time line of when neighborhoods to pick up product. Then the
the crops will be available. The contract product is brought back to this market,
needs to include a statement that indicates located in an economically challenged
that the vendor has received and red the neighborhood. The community gets the
market rules and agrees s to abide by them. benefit of a variety of products from a
It should further stipulate that the vendor variety of farmers, and the farmers get to
agrees to comply with all laws of the state, participate in a market they would
local and federal government overseeing otherwise have passed on.
products sold. Most markets will include an
indemnification clause, with the vendor
holding the market harmless. Finally, the

35
 Finance Subcommittee

Finally, the finance subcommittee has a role percentage of sales? How would the flat fee
to play with all other subcommittees as be assessed, daily or seasonal? What
they perform the task of creating an percentage of sales is appropriate? Most
operating budget and ensuring that there markets in New York State opt for a flat fee
will be sufficient revenues to cover that charged to farmers for space in the market.
budget. In creating the budget, they must Determine the fee needed per market
look at the needs of each of the space based on the expenses to be covered
subcommittees. For example, the and the number of anticipated farmers and
Marketing Subcommittee will have vendors. This can be charged in one lump
advertising costs, special events budgets sum as a prepayment due at application or
and these will need to be reflected in the can be separated in daily increments,
operating budget. Expenses that a market payable at setup each market day. It is
may need to cover, although not necessarily common to use a combination of both
all, include: methods. A daily fee is calculated and
 Manager salary assessed to casual vendors that do not have
 Advertising and promotions the product to be in the market for the
 Special events entire season. However, those who opt to
 Market insurance enroll for the entire season are given a
 Professional fees; i.e. Local Chamber discount if payment is made in full at the
of Commerce, statewide farmers time of application.
market association
 Permits and licenses to operate the It is common in other parts of the country
market to charge farmers a percentage of their
 Office supplies sales. The percentage usually ranges for 4-
 Space rental 6% each week. Farmers and vendors are
 Port-a-johns required to report each week’s sales and
then remit the market’s share. This process
 Postage
requires a great deal of knowledge on the
 Professional development for the
market’s part to evaluate the accuracy of
manager/board of directors
the farmers reported income.
 Utilities
To fully fund the market and meet
Identifying and securing sources of revenue
budgetary obligations, the finance
is the largest, and most difficult, task of this
subcommittee will need to secure alternate
subcommittee. An obvious source of
sources of income. Many markets will seek
revenue would come from the farmers and
community sponsors for the market. These
vendors themselves, in the form of stall
sponsorships provide the market with funds
fees/rents. But there are choices to be
or services in exchange for promotion, i.e.
made here too. First, how will the farmers
inclusion in the market’s advertising as a
be charged? Will it be a flat fee or a

36
market sponsor, a banner announcing them Donations can be solicited from local
as a market sponsor, or free booth space at residents and businesses. They will often
the market. Because you are supplying the give to such causes since they recognizing
sponsor with promotion or space for their the benefits a market can brings to a
money, the funding is not considered a community and they enjoy having the
charitable contribution and the sponsor will farmers market in the community.
not require the market to provide them Donations are typically unrestricted funds
with a tax deductible receipt. and, therefore, can be used on any budget
item. Keep in mind, however, that you must
Grant funding is another avenue that inform donors that any donations are not
markets will pursue to provide funding. tax-deductible.
Grants can provide much needed funds to
operate a market, fund a special project or Fundraising events are highly successful at
support a needed service. But they require raising money for the market. Events elicit
a great deal of time and skill to write a great popular and financial response.
successful grant application. They are also However, they require a tremendous
highly competitive, which means the odds amount of work that can last several weeks
of being awarded any one grant are not (mailings, forming a dedicated event
necessarily in your favor. Once awarded a committee, coordinating guests, arranging
grant, the funds are restricted to the work event sites, moving tickets) and often
plan and budget given in the grant require some sort of “up-front” investment
application. They cannot be used for other (and the associated risks) before any
purposes. revenue can be realized.

37
 Bringing it All Together

Subcommittee work is ongoing throughout need to provide them with the information
the planning process, with regular meetings that will help them answer this question.
of the full steering committee. The full  Is the market at a convenient time,
committee should hear updates from each location and season
subcommittee, helping to keep the work  Is the market in a location that is
moving and providing input and approval as visible to traffic and at a time and
needed. Subcommittee work should be location that will be convenient for
nearing completion a few weeks prior to consumers
the market opening and prepared for  What are the demographics of the
presentation to the community – both potential customer base? i.e. age,
consumers and farmers. Plans should be income, household size
made to conduct this presentation at a time  What are the market rules?
before farmers are so involved with  Who can participate in the market
planting that they may not take the time and what can/cannot be sold?
away from the farm to attend. You should  What is the cost to participate?
also plan it for a convenient day of the week  Who is involved? What
and time that will interfere with farm work organizations and individuals?
and off-farm jobs. Often a mid-week, early  What are any other requirements to
evening meeting works best. If your budget participate? i.e. insurance, market
can afford it, get some pizza or salads to membership
share and help make it feel like a  What will the market do to attract
community gathering. consumers; i.e. advertising,
promotions, special events?
The goal of the informational meeting is to
 What is the process for
create awareness of the new market within
participation?
the community. It must inform them and
 How much space will be allotted per
also, seek community input to ensure buy-
farm and can additional space be
in from the public. Ultimately, the
rented or can space be shared with
informational meeting should invite people
another farmer?
to participate, the public as consumers and
 What nutrition programs will the
potential volunteers, and farmers as
market participate in, i.e. WIC and
vendors for the market.
Senior FMNP, WIC Vegetable and
Fruit Check program, EBT,
Before farmers will choose to participate in
Debit/credit cards, double value
a new market they will weigh the
coupons
opportunity with their current marketing
plans, their availability during the planned
Once each subcommittee has made a
market days and hours and their ability to
presentation and these questions have
produce enough product to add another
been answered for the farmers, invite
market to their program. Simply put, will
this market make money for them? You will
38
additional questions, comments and complete their applications to join the
suggestions. market. Feel free to design a discount to get
people to sign up immediately for the entire
Conclude the meeting by providing season or frame a discount period of two or
invitations to the farmers to apply as three weeks for the farmers to respond to
vendors in the market. Be prepared to your presentation.
distribute sets of market rules and market
applications for participation. Some farmers Now the steering committee has made its pitch
will be prepared to make a decision to consumers and farmers. Farmers are signing
immediately and will complete their up to participate in the market and consumers
applications and provide payment before are eagerly anticipating the market opening.
Use the input from the informational meeting,
leaving. All others should be followed up
make adjustments as appropriate and begin to
within a couple of weeks. It may be that
implement market plans. You are now ready for
one-on-one communication will help to opening day!
alleviate any questions or concerns left
from the meeting or remind them to

39
 Market Evaluation

Once the market is open and throughout Were the rules easily enforceable? The answers
the season, the market manager and to these questions will tell you what
organizational team should continuously adjustments are needed to the market's rules
evaluate the market. Look at the market and regulations.
Was the flow of customer traffic steady
operations from all sides, sellers,
throughout the market season? A review of the
consumers, the community and the market
market's advertising and promotions and
management or sponsor. This will help to product offerings is in order if the answer is no.
identify areas that need improvement and to Seek to increase the product offering during
plan for market growth. It will also provide you these slow times by adding new vendors or
with the data you need to apply for funding, encouraging current vendors to add to their
whether through grant opportunities, sponsors product line. Then step up promotional efforts
or donations. or add a special event during the slump times.
This will help to even out customer traffic
Evaluate the market's season and times of through the season.
operation. Was there an adequate supply of
product throughout the season? Is there still a Review the market facilities as well. Are there
sufficient supply when the season closes? If so, opportunities to add customer amenities? Port-
perhaps the market should stay open later. A-Johns can be rented for the season to use for
Also, if market sellers can supply product to the restroom facilities for customers. And
market earlier, consider opening earlier in the customers will appreciate food vendors who
season. Poll the market vendors for their will offer cold drinks and snacks. Offering
opinion on what the market season could and restroom facilities and food to eat will keep
should be. Consider also the day of the week customers at the market longer, offering
and times chosen to operate. Is customer flow greater opportunities for market vendors to
adequate or can it be improved by changing the increase sales.
day of the week or the times of operation to a
time that will capture a larger crowd? What can be done to improve the market
facilities for vendors? Adding lighting or paving
Is the product offering sufficiently large enough the market area would benefit market sellers. Is
to keep customers interested and returning this a possibility at your market location?
each week? The market can always be Another big help to market sellers would be
improved by attracting new vendors with new protection from the elements. A roof or
and unique product offerings. A larger product covering will keep the hot sun from wilting
offering will attract a larger, more consistent produce. Rain adversely affects market sales. A
customer base. What kind of “mid-season” covering will protect market sellers and
vendor offer can you make; i.e. commit for customers mitigating the ill-effects of rain on
three weeks, get the fourth week free? Try to market sales.
tailor the offer so the vendor comes back for
several weeks, not just one time. What were sales within the market? Can you
estimate vendor revenue to show how much of
Review the rules and regulations of the market. an economic impact the market had on local
Were there legitimate complaints from sellers agriculture? What about the impact on
or customers? Were there situations over the agriculture itself, did participation in your
course of the season that could have been market help to create new farm jobs or allow
prevented with better rules and regulations?

40
the farm to grow or become a full time in such a way as to be helpful in evaluating the
occupation? Can you determine the impact on market and planning for future years? Is the
the local economy? How much spillover from manager effective in public relations efforts?
the market into local businesses can you The answers to these questions will evaluate
identify? These are some of the statistics that the effectiveness of the market manager. If the
funders will want to know before they commit answers are not satisfactory, then adjustments
their dollars to support a market. must be made.

Finally, the market manager should be When all aspects of the market have been
evaluated. Was the manager present at each evaluated, the manager, sponsoring agency,
market opening and closing? How was the and Board of Directors should begin to make
manager at handling conflicts that arose at the the needed adjustments to improve the market.
market? Was the manager friendly and helpful Then plans can begin for the next marketing
to customers and vendors? Were rules enforced season.
adequately and fairly? Were records maintained

41
 Appendix A: Checklist for Developing a Community Farmers Market

 Form a steering committee that is representational of the community.

 Determine goals for the market to accomplish and a mission statement.
 Assess community interest in a farmers market
 Assess local agriculture’s support for a new farmers market.
 Assess local business support/potential opposition to a farmers market.
 Establish the market season, days and times of operation
 Search out legal requirements for operating a farmers market
 Research other market’s successes and failures
 Evaluate potential farmers market sites
 Design the layout of the market.
 Secure necessary permits and licenses for market
 Secure garbage cans/pickup; park benches; traffic barriers.
 Secure bathroom facilities
 Secure market insurance
 Enroll market in nutrition assistance programs
 Hire a market manager
 Establish rules and regulations
 Organizational structure for the market is developed; including bylaws, incorporation and a
governing body
 Establish and advertising and promotions plan
 Develop an events schedule, including community participants
 Develop a vendor application/agreement
 Recruit farmers, assuring a diverse product mix
 Establish a market budget
 Identify potential funding sources.
 Hold a vendor meeting to introduce the new market
 Perform continuous evaluation of the market.

42
 Appendix B: Sample Survey for Consumers

A new farmers market is being proposed for _____________________. We are trying to assess the level
of interest of consumers in the community for a farmers' market. Providing answers to these questions
will help gather information and build a market that provides the products and services you desire.

1. Have you ever shopped at a farmers market before?

 Yes
 No

2. If local farmers were to offer their agricultural products at a neighborhood farmers market, how often
would you shop there?
 Weekly  Seldom
 Once a month  Not interested in a farmers market
 Occasionally at this time.

3. What products should be available for purchase at a local farmers market?

 Fresh, local vegetables  Homemade baked goods
 Fresh, local fruits  NYS wines
 Eggs  Homemade jams and jellies and
 Cheese other locally processed foods
 Maple syrup  Ethnic foods, specify: ______
 Bedding Plants __________________________
 Fresh cut flowers __________________________
 Fresh herbs  Other, specify :___________
 Meats __________________________
 Organic produce __________________________
 Crafts

4. How far would you travel to shop at a farmers market?

 Up to 10 minutes  over 30 minutes
 15-20 minutes  only if located on a bus route
 up to 30 minutes  only if within walking distance

5. Where do you think would be the best location for a farmers market in this community? Why?
 (identify choices being considered)
 Other:_____________________________________________

6. What days of the week would be the most convenient for you to shop at a farmers market?
 Monday  Friday
 Tuesday  Saturday
 Wednesday  Sunday
 Thursday

43
7. What is the most convenient time of the day for you to shop at a farmers market?
 Mornings  Mornings and afternoons
 Afternoons  Evenings

8. What types of services do you think the market should offer shoppers?
 Protection from the elements  Refuse containers
 Restrooms  Free parking
 Lunch or snack vendors  Other, specify:
 Picnic tables ______________________
 Benches

9. How would you like to be informed about the farmers market once it is established?
 Newspaper  Doesn't matter
 Television  Other, specify:
 Radio ______________________
 Direct mail

10. Including yourself, how many people live in your household?

11. How many children are living at home?

12. What is the age range of the main food shopper in your home?
 20's  50's
 30's  60 plus
 40's  retire

13. Do you have any suggestions that you would like to offer the committee planning the new farmers
market?

14. Would you like to participate in the planning committee for a new farmers market for the
community? If so please provide your contact information below.

Name: ________________________________________________________
Address: ________________________________________________________
________________________________________________________
Phone: ________________________________________________________
Email: ________________________________________________________
Professional Affiliation, if appropriate: _____________________________________

Thank you for your cooperation. The information you have provided will help us to determine the level
of support a new farmers market will have in the community. It will also help us to develop a farmers
market best suited to the community's interests.

Please complete this survey no later than _________ and drop in the Farmers Market Drop Box placed in
the following convenient locations:

44
 Appendix C: Sample Survey for Farmers

A new farmers market is being proposed for _____________________. We are trying to assess the level
of interest of producers in participating in the market, once it has been developed. Providing answers to
these questions will help us to gather that information and in no way obligates you to participate.

 Yes, I would like to have the opportunity to sell my agricultural products directly to consumers at a
local farmers market.

1. The distance I would be willing to drive to a market to sell my products is:

 5 – 10 miles
 11-20 miles
 21-30 miles
 Over 30 miles

2. I would be interested in a market on the following day(s):

 Monday
 Tuesday
 Wednesday
 Thursday
 Friday
 Saturday
 Sunday

3. Based on my schedule and my experience, the best time of the day for this market would be:
 Morning
 Afternoon
 Morning -afternoon
 Evening

4. I would have the following products to sell:

5. I would have products to sell during the following months

 April  August  December
 May  September  Year round
 June  October
 July  November

6. I currently market my products through:

 Other farmers markets: _________________________________________
 Wholesale brokers
 On farm market
 Restaurants
 Grocery stores
 Other: _____________________________________________________

45
7. What types of products should be sold at the farmers market?
 Locally grown and produced agricultural products
 Crafts
 New York State grown products
 Out of state produce
 Manufactured (flea market style) products
 Restricted to producer only agricultural products
 Homemade baked goods
 Value-added foods
 Prepared foods
 Other: __________________________________________________

8. What types of services would you like the market to provide for you?
 Protection from the elements
 Lunch or snack vendor
 Paved parking
 Electricity
 Restroom facilities
 Other: _______________________________________________________

9. Would you prefer the market be held

 Open-air
 Under a tent or pavilion
 Inside a building

10. What location do you believe would be ideally suited for a farmers market in this community?
 (identify choices being considered)
 Other:_____________________________________________

11. Do you have any comments or suggestions you would like to make to the committee that is
developing the farmers market?

12. Would you like to be involved in the planning process for a new farmers market?

Thank you for your cooperation. The information you have provided will be used to determine the
interest for and feasibility of developing a local farmers market. If you would like to be contacted when
the market is ready to recruit a vendor base, please include your contact information below.

Name: _____________________________________________________
Business Name: _____________________________________________________
Address: _____________________________________________________
_____________________________________________________
Telephone: _____________________________________________________
Email: _____________________________________________________

Please complete this survey no later than _________ and return to:

46
 Appendix D: Sample Survey for Local Businesses

A new farmers' market is being proposed for ___________________. We are trying to assess the level of
interest in the community for a farmers market. Providing answers to these questions will help gather
information and build a market that best serves the community.

1. A farmers market has a proven spillover effect into the community, with customers visiting and
spending money at various other local businesses in conjunction with their visit to the farmers
market. The goal is to build a farmers market that would benefit the local residents within the
community, provide access to fresh foods, encourage entrepreneurship, and build community pride.
Would you support a farmers market in our community?
 Yes, a market would be good for the community
 Yes, and I would like to participate as a vendor in the market. My product would be:
_____________________________________________________________
 Yes, and I would like to assist in co-promoting the market along with my business.
 Yes, and I would like to assist by sponsoring entertainment or educational activities at the
market
 No, I do not feel that I can support a farmers market at this time. Please explain:

2. What days of the week do you feel would be the best day to offer a farmers market in the
community?
 Monday  Friday
 Tuesday  Saturday
 Wednesday  Sunday
 Thursday

3. The best time of the day for a farmers market would be?
 Mornings
 Afternoons
 Mornings and afternoons
 Evenings

4. What types of products would you like to have offered at a farmers' market?
 Fresh, local vegetables  Crafts
 Fresh, local fruits  Homemade baked goods
 Eggs  NYS wines
 Cheese  Homemade jams and jellies and other
 Maple syrup locally processed foods
 Bedding Plants  Ethnic foods, specify: _________
 Fresh cut flowers ______________________________
 Fresh herbs ______________________________
 Meats  Other, specify :______________
 Organic produce ______________________________

47
5. Do you have any suggestions that you would like to offer the committee planning the new farmers
market to ensure its success in meeting the needs of the community?

6. Would you like to be involved in the planning process for a new farmers market? If so, please include
your contact information below.

Name: _____________________________________________________
Business Name: _____________________________________________________
Address: _____________________________________________________
_____________________________________________________
Telephone: _____________________________________________________
Email: _____________________________________________________

Thank you for your cooperation. The information you have provided us will help us to determine the level
of support a new farmers' market has in the community. It will also help us to develop a farmers' market
best suited to the community's wants and needs.

Please complete this survey no later than _________ and return to:

48
 Appendix E: Farmers Market Site Evaluation

Use the following chart to evaluate potential sites for a farmers market.

To use the evaluation, rate each site on a scale of 1-10, with 1 being the lowest possible rating and
10 being the best. Multiply each ranking by the multiplier for a total rate. Since the importance of
each characteristic will vary depending on the community, adjustments may need to be made to
the multipliers to reflect the appropriate importance of each characteristic. For example, if the
market is to be held during evening hours, lighting is very important as summer daylight hours
wane in the fall. The multiplier may need to be increased to 4.

Characteristic Multiplier Site A Site B Site C

Location Characteristics:
Visible/High Traffic Area: Road 4
frontage on busy streets
Visible/High Traffic Area: 4
Foot traffic
Proximity to business/retail 4
district
Proximity to Public 4
Transportation
Available parking for consumers 4

Available parking for farmers 2

trucks
Proximity to residential area 4
Physical Characteristics:
Size of space: room for farmers 4
trucks
Size of space: room for future 3
growth
Size of space: room for events 2

Site surface 4
Slope of site 3
General Repair/Cleanliness of 3
site
Safe location 4

49
Shade/shelter available 3
Public restrooms available 4
Electricity available 2
Lighting available 2
Storage Space Available 1
Ease of Use Characteristics:
Cost of Space 3

Zoning/Permit Requirements 3

Cooperation of property owner 2

Permanence of location 3

Total Evaluation Ratings

50
 Appendix F: Sample Farmers Market Manager Job Description

Main Street Farmers Market

Farmers Market Manager
Job Description

The Main Street Farmers Market is a community market, supported by the Mayor’s office, the City,
community members and a host of other local agencies. The market will provide access to locally grown
fruits, vegetables and other farm products, while creating a sense of community within the City and helping
to revitalize the downtown district. This ambitious project will be undertaken as a project of the Local
Development Corporation in cooperation with the State Dept. of Agriculture, Cooperative Extension, and
local nonprofits to support this venture.

Manager Position
The Market Manager is a part time position with primary responsibility being the day-to-day operation of
the farmers market. This will include an on-site presence at the market during all market hours, as well as
off-site work during non-market hours. The manager will report to a market committee, who will set all
market policy. In addition, the manager will represent the market to the market’s vendors, the consumers
and to the community.

Duties – in season
 Enroll farmers/vendors in the market – either through seasonal vendor agreements or as daily vendors
 Collect all stall fees owed, make accurate accounting and deposit in market account
 Arrive prior to market vendors arriving and remain throughout the market day to:
 Properly place vendors in stalls, including assigning market stalls to daily vendors
 Place market signs, parking signs
 Ensure all rules and regulations are adhered to
 Ensure all state and county regulations are adhered to
 Answer questions for vendors and consumers
 Resolve disputes that arise
 Maintain market grounds in a safe manner
 Operate market manager’s booth
 Have nutritional education materials to distribute
 Have recipes for seasonal, local foods that are available in the market
 Operate market’s EBT program
 Enroll market and market farmers in the Farmers’ Market Nutrition Program (FMNP)
 Act as liaison to the market’s governing body, providing accounting and performance reports
 Communicate market policies, activities and rules to farmers, keeping them informed throughout the
season. Bring suggestions from farmers back to the market board/committee.
 Solicit entertainment for market days, as well as sponsors for the entertainment
 Conduct periodic customer counts each market day to assess the level of growth in market usage
 Assure the market site is clean once the market is closed and the vendors have left for the day.
 Maintain database of farmers, vendors, their contact information, and any licenses or permits each
vendor possesses based on the products they are selling.
 Conduct farm inspections.

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Duties – off season
 Vendor recruitment
 Professional development for market managers
 Community relationship development
 Fundraising
 Advertising/ promotional program development, including special events planning
 Work with market board/committee to plan for market growth and development
 Preparations of site for next season, including securing location, site permits, market insurance,
ensure that any maintenance or repairs needed to site are made, secure bathrooms, set market
schedule, organize volunteers

Qualifications
 Ability to think creatively
 People person with skills in diplomacy
 Dispute resolution skills
 Good communication skills
 Organizational skills
 Marketing skills helpful
 Some financial knowledge helpful: i.e. budgeting
 Self-motivated
 Passionate about the community and local agriculture

Source:
“Farmers Market Managers Training Manual”, Farmers Market Federation of New York, funded by NE SARE,
2009. Available online at www.nyfarmersmarket.com/publications;htm

52
 Appendix G: Sample Rules for Farmers Markets

The following is a basic set of rules for farmers markets. Each market must address each issue in terms of its
own mission and set of circumstances. This means adjusting the rules included here, as well as determining
any other issues that are pertinent to each individual market and then addressing them within the adopted
rules.

Definitions
Bona fide –
 As in growers – the seller is the producer of the products being offered for sale, from lands he owns
or rents, with control over the production, harvesting and marketing of the products, and a
financial interest in the products.
 As in craftsperson – all crafts offered for sale are original in nature and produced in whole by the
seller. No crafts shall be permitted that are derived from kits.
 As in homemade products – all products are produced, baked or manufactured by the seller and
are original in nature. No baked goods from mixes or purchased for finishing off will be permitted.
Daily vendor – any vendor who is permitted to sell on the market, who participates in the market less than
the full season and chooses to pay on a daily basis for any space used.
Market governing body – the market’s board of directors or committee, ultimately responsible for setting
the policies of the market
Market Manager – a person or persons empowered by the Governing Body to implement market policies
and directives, and to oversee the operation of the Market.
Market sponsor – any governmental agency, nonprofit organization or association that lends its support to
the market in any way.
Seasonal lease – when a vendor signs for space for the full season and makes payment in accordance with
the established fee structure.
Vendor – any seller or exhibitor participating in the market.

Market Governance
1. The market will be sponsored by an independent nonprofit association (i.e. Chamber of Commerce,
health related association, or other interested on profit association) and will operate with an independent
market governing body.

2. The mission of the farmers market will be to improve local food security, teach entrepreneurship skills,
support local farmers and businesses, while enriching the cultural heritage of the community.

3. The market manager is responsible for the orderly and efficient conduct of the market and for
implementing and enforcing the Rule and Regulations. The market manager will represent the market and
its governing body during market days and in community activities. The market manager will assist the
market’s governing body with developing and implementing a market budget, establishing market policy,
vendor recruitment, collecting fees, establishing the operational schedule, and advertising and promotion
of the market.

General Operations
4. The market will be located at 100 Lexington Avenue, along Lexington Park. The market will operate every
Thursday, 3pm – 8pm (closing one hour earlier after Labor Day) and will run from the Thursday prior to
Fathers Day in June through the end of October.

53
5. Vendors may arrive as early as 1:30pm to begin setup and must stay through the end of the market day
to provide a full market to shoppers arriving throughout market hours.

6. Vendors may leave early only under extenuating circumstances and with the permission of the market
manager.

7. Vendors must notify the market manager no later than 4 hours before market time if they will be absent
for that market day.

8. No selling is permitted before the official opening time, as announced by the market manager.

Who may sell at the market:

9. The use of the market is restricted to those who are bona-fide growers, craftpersons, producers of
homemade products or other vendors approved by the market manager or governing body. Vendors may,
on a limited basis, supplement their product line with additional New York State only products, as long as
that product is otherwise missing from the market and the market manager has given permission for the
supplement. This permission is valid for one season only and must be re-applied for each new season.

10. All agricultural products may be sold at the market, including but not limited to locally grown fruits and
vegetables, dairy products, meats, flowers, plants, honey products, maple products, NYS wines sold by a
farm winery, eggs, herbs and related products.

11. Craft vendors may sell products that they have hand produced themselves.

12. Bakers who have baked the products themselves and who possess the proper licensing from either the
NYS Dept. of Agriculture and Markets or their County Dept. of Health.

13. Prepared food vendors with a current mobile food service license.

14. Products not specifically identified must be pre-approved by the market management.

15. All applicable food safety regulations, both state and local, must be adhered to at all times.

16. All applicable licenses and permits for products sold must be obtained and kept current. Copies of
applicable permits and licenses will be kept on file with the market management.

17. To ensure compliance to market rules, the Governing Body reserves the right to direct the market
manager or appoint a committee to inspect any vendor’s farm or establishment with advance notice.
Inspections will be made only with the farmer/owner or their representative present unless written
permission is given. Vendors must provide any help necessary to thoroughly document products and
conditions recorded at the inspection. The vendor will be notified in writing of the results of the inspection
within seven days of the inspection.

18. All new vendors will be subject to a ninety (90) day at-will probationary period commencing on the first
day of selling in the market.

Guidelines for Selling

19. All stall spaces must be swept clean and any refuse removed at the end of each market day.

54
20. All vendors must have a sign clearly showing their name and location.

21. Each vendor will be responsible for all equipment and supplies for the setup of a booth. Displays
should be constructed in such a way that they do not block customer walkways nor pose any other hazard
to customers.

22. Vendors who provide samples and/or products that will result in waste material, such as cups, rinds,
and corn cobs, must provide containers for waste disposal.

23. Vendors are required to keep their market space neat and clear of obstacles, litter and debris.

24. All produce displayed for sale must be at least 12” off the ground with the exception of heavy or large
items such as pumpkins.

25. Sellers must post prices. While it is expected that prices will be fair to consumers, the seller and fellow
sellers, collusion among sellers to attempt to influence prices is strictly prohibited.

26. No smoking, alcoholic beverages or firearms are permitted at the market. Exception is wine tasting.

27. No hawking, proselytizing or amplified music is permitted at the market.

28. All products offered for sale must be of good quality and condition. The Market manager reserves the
right to direct any inferior goods be removed from display. Failure to remove products deemed inferior will
be reported to the market’s governing body and may result in loss of market privileges.

29. Each vendor in the market must be directly involved with or knowledgeable about the production of
the produce or products being sold at the market.

30. All vendors must provide proof of general liability coverage in the amount of $1 million dollars and
name the market, the property owner and the market sponsor as additional insured. A current certificate
must remain on file with the market.

31. Vendors are responsible for the actions of their representatives, employees or agents.

Stall fees and assignment

32. Stalls will be assigned by the market manager on a first come first serve basis.

33. The stall fees and payment schedule will be assessed annually by the market’s governing body. Stalls
may be rented on a seasonal basis or on a daily basis. Daily fees will be due and payable to the market
manager prior to setting up for the day.

34. Farmers with a seasonal lease will be assigned a permanent spot for the duration of the season. These
spaces will be reserved each year for the seasonal vendor, provided that all stall fees are kept current.

35. Reserved market spaces must be occupied at least 30 minutes prior to opening of the market day. After
that time, daily vendors will be permitted to set up in those spaces, as assigned by the market manager.
Seasonal leaseholders, arriving after that time, will be re-assigned to another space for the day.

55
36. Daily venders will be assigned space by the market manager on a first come first serve basis, as space is
available. Space in the market is not guaranteed, nor is it guaranteed that daily vendors will be assigned the
same space each week that they are in the market.

37. No subletting of a seasonal booth is permitted and rents are not reimbursable, either in whole or in
part.

38. To ensure the safety of market patrons, any vendor arriving after market opening may be required to
set up on the periphery of the market.

Compliance
39. All complaints must be addressed in writing to the Market Manager.

40. Complaints against another vendor, must be accompanied by a $50 “good faith” check. The market
manager will then conduct an investigation and/or farm inspection against the accused vendor. If the
complaint is found to be valid, the $50 “good faith” check will be returned. If the complaint is found to be
unfounded, the check will be forfeited and deposited in the market’s general funds with a letter of
explanation sent to the complainant.

41. All other complaints will be reviewed by the market manager in an attempt to resolve the issue. If the
manager is unable to resolve the complaint, then a written follow up may be made to the market’s
governing body. The governing body will address the complaint at the next regularly scheduled meeting. If
the complaint is of an immediate nature, the market manager may ask for a special convening of the
market’s governing body to address the complaint. The decisions of the governing body are final.

42. The submission of application for admission to the market serves as the vendor’s agreement to abide
by the rules of the market, as established by the market’s governing body and enforced by the market
manager. Violations of the rules of the market may be grounds for warnings, dismissal from the market, or
both.
 The first violation of the rules will result in a verbal warning by the market manager.
Documentation of the warning will be kept on file by the market manager.
 The second violation of the rules will result in a written warning, given by the market manager. A
copy of the letter will be kept on file by the market manager, along with any documentation of the
violation.
 The third violation of the rules will result in a one week suspension of selling privileges.
 The fourth violation of the rules will result in a two week suspension of selling privileges.
 The fifth violation of the rules will result in dismissal from the market.

43. At the discretion of the market manager, when a violation occurs that jeopardizes the health of a
customer, another vendor, market management or the overall health of the market, the manager may
convene the market’s governing body to request a suspension of the compliance procedure and call for
immediate dismissal from the market. The dismissal will require documented proof of an egregious
violation. The vendor will be given an opportunity to review the documentation, prepare a defense and
appear before the governing body.

44. If after receiving a warning or suspension, a vendor is in disagreement with the market manager over
the infraction, the vendor may make written application to the market governing body to be heard on the
issue. Both the vendor and the market manager will appear before the governing body and present their
sides of the issue. The decision of the governing body is final.

56
Source:
“Farmers Market Managers Training Manual”, Farmers Market Federation of New York, funded by NE SARE,
2009. Available online at www.nyfarmersmarket.com/publications;htm

57
 Appendix H: Sample Market Application

Farm Name: ______________________________________________________________

Contact Name: ______________________________________________________________
Address: ______________________________________________________________
______________________________________________________________
Telephone: _____________________________ Fax: ____________________________
Cell Phone: ______________________________________________________________
Farm Address: ______________________________________________________________
(If different from above) _____________________________________________________________
E-mail Address: ______________________________________________________________

Business Type: Check all that apply: (use additional sheet if necessary)
 Fruits/vegetables – complete crop plan below
 Dairy: specify products _________________________________________________________________
 Fish: specify products __________________________________________________________________
 Meat: specify ________________________________________________________________________
 Maple/honey products: specify products ___________________________________________________
 Baked goods: specify products ___________________________________________________________
 Prepared foods: specify products _________________________________________________________
 Crafts: specify products ________________________________________________________________
 Value added: specify products ___________________________________________________________
 Nursery products: circle product types – annuals, perennials, vegetable/herb plants, nursery stock
 Eggs
 Herbs (dried or fresh cut)
 Other _______________________________________________________________________________

Crop Plan:
Indicate crops grown that you plan to sell at the farmers' market, including acreage of each item:

Crop: Acreage Crop: Acreage

_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________
_______________________________________ _______________________________________

58
Additional products you plan to sell, as allowed by the market's rules and regulations:
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

Farm Inspections:
The market management reserves the right to do spot visits and farm inspections to assure that the
products sold are in compliance with the market's rules and regulations.

Directions to your farm:

________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

Production Methods Used:

 Certified organic. Copy of current certificate must be placed on file with the market.
 Non-certified organic. My gross agricultural income form organic sales totals $5000 or less annually and
I comply with applicable organic production and handling requirements.
 Conventional

Please note: Pursuant to CFR Part 205, Subpart B, Section 205.100(c)(1) any operation that knowingly sells
or labels a product as organic, except in accordance with the ACT, shall be subject to a civil penalty of not
more than $10,000 per violation.

Market Operations:
Selling space size and fee is specified in the market rules. Payment for booth space is due with this
completed application. Non-payment may result in suspension of market privileges.
 I would like to reserve ____ number of selling spaces for the current season.
 I would like to be a daily vendor, paying a daily fee as I use space in the market.

The market season runs from May 1st to October 31st. Please indicate when you plan to start coming to
market and when you are likely to finish.
 I plan to attend market for the full season.
 I will start attending market: ________________________, and
I will be finished for the season on or about: ___________________________

 I wish to participate in the FMNP.

 I wish to participate in the Farmers Market Wireless EBT program.

Certificates/Licenses Required:
 Proof of general and product liability coverage in the amount of $1 million dollars and name the market
and property owner as an additional insured. A certificate must remain current and on file with the
market.
 Sales Tax Certificate, if you sell taxable items.
 All appropriate permits as required for products being sold: i.e. health permits, 20C Exemptions, farm
winery permit, nursery license, dairy and meat permits, etc.

59
Compliance and Indemnity Agreement

I (we) the undersigned, have read the Rules and Regulation of the Farmers Market and do agree to abide by
all rules and regulations.

I (we) further agree to operate my (our) stall in accordance with these rules and regulations and to pay all
applicable fees as set out in the rules and regulations. I (we) do understand that the stall fee, length of
season, and hours of operation are set in the rules and regulations, and I (we) will abide by them.

I (we) further understand that failure to comply with the rules and regulations of the Farmers Market could
mean dismissal from the market.

As a vendor, wishing to participate in the Farmers Market, I (we) agree to SAVE, HOLD HARMLESS and
INDEMNIFY the Farmers Market, its sponsoring agency, members and employees from any and all liability
or responsibility pertaining to any damages to person or property on the sited assigned to me (us) by the
Farmers Market, when such damages or liability arise out of acts on my (our) own, or of my (our)
employees or associates, located as such site.

I (we) verify that all information I (we) have provided about my farm and products for sale is true and
accurate.

I (we) understand that the Farmers Market operates on limited funds. I (we) also acknowledge that the
Farmers Market’s beneficial purpose will be impossible to pursue if it is subjected to costly litigation.
Wherefore I (we) hereby agree that as a condition of my participation in the Farmers Market, I (we) will
resort to litigation against the Farmers Market, its officers, management, and affiliated entities, only after
attempting in good faith to resolve the dispute. I (we) to limit any claim I (we) may have as a result of a
decision by the Farmers Market management or Board of Directors which results in the denial of a market
acceptance, the denial of a product to sell, or wrongful suspension or termination from the Farmers
Market, to a return of market fees incurred during my (our) absence from the market. I (we) further agree
that in the event I (we) am unsuccessful in my (our) litigation against the Farmers Market, I (we) will pay all
costs, expenses, fees, and disbursements incurred by the Farmers Market in the course of its defense of
said litigation, and I (we) will also pay the Farmers Market a reasonable attorney’s fees.

_______________________________ _________________________________ _________

Vendor name, Please print Signature Date

_______________________________ _________________________________ _________

Vendor name, Please print Signature Date

60
 Appendix I: Resources and Contacts

Resources

Farmers Market Managers Training Manual, developed by the Farmers Market Federation of NY and
funded by a Professional Development grant from SARE (Sustainable Agriculture Research and
Education), a program of USDA/CSREES. Download at
http://www.nyfarmersmarket.com/NYFM_Training_Manual.pdf

www.nyfarmersmarket.com The website of the Farmers Market Federation of NY, providing resources
of information for market managers and organizers, including program offerings.

www.farmersmarketcoalition.org/resources/ The website for the Farmers Market Coalition Resource

Library, a compendium of resources for market managers and organizers from across the country.

Contact information

Farmers' Market Federation of New York 315-637-4690

NYS Department of Agriculture & Markets

Jonathan Thomson, Economic Development Specialist, Albany, NY 518-457-7076
Robert Lewis, Special Assistant for Market Development, Brooklyn, NY 718-722-2830

Cornell Cooperative Extension:

 Albany County 518-765-3500  Lewis County 315-376-5270
 Allegany County 585-268-7644  Livingston County 585-658-3250
 Broome County 607-772-8953  Madison County 315-684-3001
 Cattaraugus County 716-699-2377  Monroe County 585-461-1000
 Cayuga County 315-255-1183  Montgomery County 518-762-3909
 Chautauqua County 716-664-9502  Nassau County 516-292-7990
 Chemung County 607-734-4453  New York City 212-340-2995
 Chenango County 607-334-5841  Niagara County 716-433-8839
 Clinton County 518-561-7450  Oneida County 315-736-3394
 Columbia County 518-828-3346  Onondaga County 315-424-9485
 Cortland County 607-753-5077  Ontario County 585-394-3977
 Delaware County 607-865-6531  Orange County 845-344-1234
 Dutchess County 845-677-8223  Orleans County 585-798-4265
 Erie County 716-652-5400  Oswego County 315-963-7286
 Essex County 518-962-4810  Otsego County 607-547-2536
 Franklin County 518-483-7403  Putnam County 845-278-6738
 Fulton County 518-762-3909  Rensselaer County 518-272-4210
 Genesee County 585-343-3040  Rockland County 845-429-7085
 Greene County 518-622-9820  Saratoga County 518-885-8995
 Hamilton County 518-548-6191  Schenectady County 518-372-1622
 Herkimer County 315-866-7920  Schoharie County 518-234-4303
 Jefferson County 315-788-8450  Schuyler County 607-535-7141

61
 Seneca County 315-539-9251  Washington County 518-746-2560
 St. Lawrence County 315-379-9192  Wayne County 315-331-8415
 Steuben County 607-664-2300  Westchester County 914-285-4630
 Suffolk County 631-727-7850  Wyoming County 585-786-2251
 Sullivan County 845-292-6180  Yates County 315-536-5123
 Tioga County 607-687-4020
 Tompkins County 607-272-2292
 Ulster County 845-340-3990
 Warren County 518-623-3291

Note: Some offices may have moved to new offices and numbers will have changed.

62
 Appendix J: Bibliography

Spitzer, Theodore Morrow and Hilary Baum . "Public Markets and Community Revitalization".
Washington, DC: Urban Land Institute and Project for Public Spaces, Inc., 1995

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