Agriculture Reference
In-Depth Information
a market once a month, but this timeframe encourages consumers to use
supermarkets during the off weeks, an undesirable marketing strategy. We
believe monthly markets will change as the farmers' market become a nat-
ural part of shoppers' weekly experience and culinary adventure.
New York was one of the earliest cities to have farmers' markets and
now has over 300 markets located around the city. In 2005, the Farmers
Market Federation of New York produced a paper for the markets on
what they needed to do as the '
10
Principles of a Successful Market'.
1
The
ten principles are:
1.
A time, location and season that coordinates the needs of farmers, con-
sumers and the local community. We have visited markets in the middle of
winter in Germany where there have been two stallholders shivering in the
winter snow. In the spring there have been numerous stallholders. It would
be better to close the market and launch it with refreshed vigour rather than
provide an inconsistent offer to consumers. In milder climates a weekly
market is essential.
2.
A central, visible and permanent location. Visitors are creatures of habit,
the market needs to be visible to attract the first-time consumer and then per-
manent so they keep coming back. We know of markets located in school
yards and town squares. Location is key, location in the town square means
that other local businesses benefit and often there is a richer experience for
the visitor.
A survey in Australia reported in 'New Generation' Farmer's Markets in
Rural Communities by Max Coster and Nicole Kennon
2
found markets were
located as follows:
•
Town square: 33%;
•
Showgrounds: 24%;
•
Car parks: 9%;
•
Community centres: 9%;
•
School grounds: 9%;
•
Packing sheds: 6%;
•
Racecourses: 6%;
•
Farms: 4%.
3.
The market has a diverse range of products and producers. Consumers
want a wide range of produce. In our experience one of the conflicts is often
a question of whether there should be duplication of produce sold. Our view
is competition is healthy and as long as there is not over-dominance of one
specific produce then duplication of choice for the consumer should be good
for the market. In the Farmers Market Federation of New York paper
2
the
vendor numbers were as follows:
•
Rural town:
10-30
vendors;
•
CBD:
50-65
vendors;
•
Regional market:
10-25
vendors;
•
Suburban market:
20-40
vendors.
