Toolkits are now available for burgeoning farmers markets across the United States, offering guidance on everything from business operations to marketing. Across the country, farmers markets are supporting small businesses, increasing access to fresh food, and meeting a host of other community needs.
Overall, the popularity of these local markets is increasing as the American population looks for healthier and more sustainable food choices. These toolkits — generally available online — are tailored by region and often include legal resources, best practices, and case studies from area market leaders on how to enhance their market in the best way.
Photo Courtesy Oregon Farmers Markets Association
Each toolkit addresses various questions new farmers market organizers may have. One of the most important ones is how the new market should structure its business. The business structure plays a critical role in the market’s future, with options ranging from S-Corp to LLC to nonprofit. The resource helps market producers decide whether to operate as a sole proprietorship, partnership, limited liability company, corporation, cooperative, or some other type of business.
For example, a farmers market structured as a sole proprietorship has a single owner, a general partnership involves more than one person, and nonprofits have no owner.
A nonprofit’s resources must be used to benefit a broader public interest.
Photo Courtesy USDA
The toolkits also address marketing strategies — with a heavy focus on social media — and guidance on accepting payment for goods. The Maryland Farmers Market Association created a resource focusing on making social media simple for growers and producers to promote their businesses. The Oregon Farmers Markets Association toolkit shares why a strong brand and marketing plan are essential to help boost a market’s business. It shares how to create meaningful content and how to work with partners.
In North Carolina, the Appalachian Sustainable Agriculture Project’s Appalachian Grown Farmer toolkit offers help with branding and marketing, storytelling tips, and photography tips.
In Iowa, the guidance focuses specifically on helping market managers — with information, resources, and frequently asked questions from successful vendors. The Florida Farmers Market Association toolkit even includes a variety of common currencies that can be used as the point of sale in farmers markets.
Photo Courtesy The Florida Farmers Market Association
Recently, the federal government modified the Supplemental Nutrition Assistance Program (SNAP) to include farmers markets. The U.S. Department of Agriculture’s (USDA) Food and Nutrition Service works with state Social Services agencies or Children and Family Services to administer SNAP.
Its goal is to supplement the incomes of low- and no-income families and individuals, providing greater access to nutritious foods. Each state administers its own SNAP program, and vendors and markets interested in operating SNAP systems must go through the same application process to become authorized retailers.
The Double Up Food Bucks nonprofit works alongside SNAP to spread access to healthy and fresh food via farmers markets. Now, in 25 states, Double Up subsidizes fresh food purchases at local farmers markets for any SNAP recipient. Planners should take note that setting the market in central locations increases the likelihood of SNAP recipients attending.
