Agriculture Reference
In-Depth Information
4.
Fair and enforceable rules and regulations. The golden rule here is do not
write it down if you cannot or are not willing to enforce a regulation as a
manager or committee.
5.
A strong market manager who is passionate about the market. We have
been involved in the setting up of markets in Australia and served on com-
mittees to manage markets and the role of the manager is critically important.
It is our view that this role should be a paid position. A market manager will
have to put in more effort than they are often rewarded for, but they need to
know this when they are appointed. They need to be able to work with stall-
holders, the public, often a management committee and at the same time
keep everyone happy.
6.
A management structure that allows vendor input. Whether you have an
advisory board or fully incorporated management board, the majority of this
board should be from vendors. It is their market and they need to feel they
are engaged in its management.
7.
A marketing plan that clearly defines the target audience and has a strategy
to reach that audience. Once you know the market you can then plan the edu-
cation and entertainment that will work with that target audience.
8.
Funding. Market fees will provide income, but there will be a need for
seed money to get the project established.
9.
Involve the community. A successful market needs to engage with the
Chamber of Commerce, senior groups, schools, youth groups, Lions Clubs,
Rotary Clubs, Men's Sheds and other local groups, and surveys will ensure
standards are maintained. Success is about offering a consistent product to
visitors.
We have been consultants to farmers' markets for many years and set up our
local farmers' market. In those years we promoted the fact that farmers' mar-
kets are the 'social church'.
It used to be that the church was the meeting place for the community
and where the community bonded. In many western societies, less and less
of the community go to church and a new bonding place was needed. The
high street used to be a place of bonding, but the demise of the high street has
seen that venue decline as a social bonding place.
For many communities, the farmers' market is one of the new bonding
venues. Hence the term 'social church' and the need for the market to be
more than a place just to sell produce.
Farmers' market objectives
The main objective of a farmers' market is to sell local produce to the local
community; the challenge is what is 'local'? In some British farmers' markets,
for example, you can come across farmer's stalls from France and other parts
of Europe, which in some ways defeats the original objective.
Markets will evolve over the next few years and we will continue to see
them multiply. They will become a lot more progressive and the retailing
