Farmers Market Toolkit A guide to starting and improving your market

Provided by the Healthy Local Food System Working Group (January, 2016)

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Table of Contents Section I: Introduction ................................................................................................................... 3

Purpose for Toolkit ..................................................................................................................... 3

Background ................................................................................................................................. 3

Section II: Planning a Farmers Market ............................................................................................ 4

Initial Planning ............................................................................................................................ 4

Long-Term Planning .................................................................................................................... 4

Budgeting .................................................................................................................................... 5

Office Expenses .................................................................................................................... 5

Promotional Expenses ........................................................................................................ 5

Volunteer Appreciation ..................................................................................................... 5

Facility Expenses ................................................................................................................. 5

Salaries, benefits and taxes for market employees ......................................................... 6

Seeking Funding .................................................................................................................. 6

Section III: Choosing a Location ...................................................................................................... 6

Location ....................................................................................................................................... 6

Visibility ................................................................................................................................ 6

Use of the Site ..................................................................................................................... 6

Transportation Routes and Parking ................................................................................ 6

Comfortable Space to Socialize ....................................................................................... 6

Running Water and Trash Disposal ................................................................................. 7

On-site Storage .................................................................................................................... 7

Atmosphere Checklist ......................................................................................................... 7

Market Safety Preparedness Checklist ........................................................................... 7

Section IV: Knowing the Regulations .............................................................................................. 8

Regulations.................................................................................................................................. 8

Food Safety Regulations and Permits ............................................................................ 8

Sales Tax ............................................................................................................................... 8

Sales Tax Licensing ............................................................................................................. 8

Zoning Regulations ............................................................................................................. 8

Parking .................................................................................................................................. 9

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Bike Storage/Parking ......................................................................................................... 9

Waste Materials .................................................................................................................. 9

Vendor Insurance ................................................................................................................ 9

General Liability Insurance ............................................................................................... 9

Hold Harmless and Indemnity Agreements ................................................................. 10

Insurance Required By Property Owner ....................................................................... 10

Administration .......................................................................................................................... 10

Relationships ......................................................................................................................... 10

Gathering Customer Feedback ............................................................................................. 10

Practices for Community Regeneration ................................................................................ 10

Community Exchange Tables .................................................................................................... 11

Tracking and Reporting ............................................................................................................. 11

Terms You Should Know ........................................................................................................... 12

Resources ...................................................................................................................................... 14

Online Resources ...................................................................................................................... 14

Additional Resources and Contacts .......................................................................................... 15

Farmers Market Toolkit Attachments ....................................................................................... 16

Attachment 1: Sample Budget Checklist .................................................................................. 17

Attachment 2: Sample Budget Explanation .............................................................................. 18

Attachment 3: Sample Customer Considerations Checklist ..................................................... 20

Attachment 4: Sample Location Checklist ................................................................................ 22

Attachment 5: Location Checklist Explanation ......................................................................... 24

Attachment 6: Site Rating Matrix ............................................................................................. 25

Attachment 7: Sample Vendor Checklist .................................................................................. 26

Attachment 8: Sample Volunteer Recruiting Checklist ............................................................ 27

Attachment 9: Contacts for Establishing A Farmers Market .................................................... 28

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Section I: Introduction Farmers markets enhance the quality of life of their customers: agricultural and food producers, artists, crafters, shoppers, the economy of and community in which they are located. From small operations with just a few vendors to mammoth operations with hundreds of vendors, farmers markets are popular through the U.S., including Arizona and the Phoenix area specifically. There is, however, always room for more farmers markets, as well as fine-tuning existing ones.

Purpose for Toolkit

The Farmers Market Toolkit is designed to help individuals and small groups who want to strengthen their community’s access to food by creating a farmers market or improving an existing one in their local community. The information in the toolkit is based on the experiences of successful farmers market organizers and managers in Arizona and across the country. This step-by-step process outlines how you can realistically create a farmers market or improve your existing one in Maricopa County. You will learn how to navigate state, county, and municipal regulations, and find links to further reading resources and points of contact to access more detailed information. Checklists are provided throughout the toolkit to help make the process of starting or improving a farmers market easier as well as more transparent and engaging. NOTE: Establishing and managing a farmers market is a complicated task. Before you proceed, please review and answer the questions identified in “Why Do You Want to Start a Farmers Market” which provides guidance regarding starting a farmers market. As a component of the farmers market planning process, consider incorporating Electronic Benefits Transfer (EBT) and the Farmers Market Nutrition Program (FMNP) as options for your customers. For information regarding EBT, review “Accepting SNAP Benefits at Your Farmers Market or Market Booth: A How-To Toolkit”, prepared by the Maricopa County Department of Public Health. http://www.behealthyaz.org/uploads/5/9/3/7/59377533/accepting_snap_benefits_at_your_farmers_market_or_market_booth.pdf For information about FMNP please visit http://www.azdhs.gov/prevention/azwic/farmers-markets/index.php

Background

Definition of a Farmers Market A farmers market is a central location where farmers sell directly to consumers – the people in the community who will eat the food the farmers grow. Many larger farmers markets are composed of different types of vendors selling not only produce but baked goods, and other types of prepared foods as well as arts and crafts. However, a farmers market can also be as simple as several backyard or community gardeners coming together to sell surplus fruits and vegetables to their neighbors.

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Benefits of Farmers Markets Farmers markets can be an excellent opportunity for local farmers and gardeners to sell their harvest or extra produce. Farmers markets provide direct interaction between growers and customers. This allows farmers and gardeners to receive unique feedback, guiding them in what they grow for the community. Farmers markets are often a helpful starting point for farmers and gardeners to build a customer base that may lead to selling at more markets, creating community supported agriculture (CSA) programs, and eventually reaching restaurants, stores, and schools.

Farmers markets provide people with fresh, local produce and food, as well as an opportunity to interact with farmers and community gardeners. By their very nature, markets help create more social spaces within communities that may encourage people to get to know other shoppers, neighbors, and friends. Farmers markets also can be helpful for increasing access to healthy food in underserved areas with low grocery access or areas that have a lack of fresh, healthy fruits and vegetables for residents to purchase and consume. Farmers markets have the potential to build food security, and make fruits and vegetables more accessible – many markets are accessible to residents by foot or public transit.

Section II: Planning a Farmers Market

Initial Planning I. Establish the type of organization that will govern the market. II. Develop leadership and staffing including a Market Manager, Market Advisory Board, and support

staff and volunteers needed.

The Market Manager will be the key person in the day to day operating structure of your market. The Market Manager will be advised and supported by the Market Advisory Board which will help keep the vision and purpose of the market alive and on track, help set market policies, support program development and scheduling, and help fundraise for equipment, i.e., signs, tables, a tent, point of sale terminal, advertising and similar equipment.

Market Advisory Board (have representatives ranging from customers, community leaders and specific vendors)

o Assessment of how much time each person (including Manager) can realistically devote to his/her position

o Hours vary depending on the needs of the community.

Support Staff and Volunteers – Potential option: Co-manager and other assistance during initial planning and day-to-day operations.

(See Toolkit Attachments: Sample Customer Consideration Checklist; Sample Vendor Checklist; Sample Volunteer Recruiting Checklist)

Long-Term Planning Establishing a farmers market requires ongoing review of the structure of the farmers market, as well as specific goals, location, customer satisfaction (positive memories of the market, affordable to a wide range of incomes and similar situations etc.) and also vendor satisfaction (positive interactions as well as generating revenue for their farm or business).

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Use the following checklist to help guide this process. The checklist is interactive and can use help you create a timeline and to-do list for your market.

http://www.marketumbrella.org/uploads/file/MP_Checklist-3.pdf

Budgeting (See Toolkit Attachments for Sample Budget Checklist; Budget Checklist Explanation)

Office Expenses Include such general office supplies such as copy paper, scissors, stapler, paper clips, tape, clipboards, name tags, stamps, pens, pencils and printing of forms.

Promotional Expenses Budgeting for flyers to advertise when and where your farmers market will be useful in spreading the word within your community. Taking the time to research how to be part of a community listserve, or post flyers at schools and corner stores can also raise awareness and draw customers to your event. Consider other promotional items such as bags, hats, shirts and similar items. Signs are a critical component of promoting your market, so talk with other market managers to determine what type of signage they would recommend and factor that cost into your budget.

Volunteer Appreciation Identify inexpensive but meaningful ways to show your appreciation to your volunteers on a quarterly basis. This is particularly critical for long-term volunteers and volunteers who participate in special events. Budget between $25-50/volunteer on an annual basis for this expense.

Facility Expenses After you determine what is available at your location, you can then figure out if you need to research where to find portable toilets that can be installed on-site annually or seasonally. Make sure to look up a few different companies and call directly to compare prices. You might even be able to find discounts since the farmers market will be a community event. Tents can also be helpful for booths operated by the market – Information booths, chef demos, performance and eating area, kids crafts etc. . Not only can tents provide shade, but they also provide vendors with an open canvas to advertise. They can pin up posters and information sheets about their gardens. (It is not necessary to provide all vendors with tents – they should have their own.) Budget also for: tables and chairs for the market’s needs, including the Info Booth and for

eating/seating; storage area; electrical cords, bungy cords, clips, cleaning supplies, trash/recycle cans, umbrellas, brooms and other small scale improvements.

Operational Expenses Liability Insurance for the market space

Rent for the space

Costs to operate a credit/debit/SNAP Point of Sale

Cell-phone/telephone for Market Manager

Website development/ monthly costs

Trash pick-up

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Salaries, benefits and taxes for market employees

Manager

Co-Manager

Other employees for set-up

Professional and Outside Expenses Accounting/Bookkeeping

Graphic designer – signage; flyers; website

Seeking Funding Ask current farmers market managers for advice how they approached funding market start-up. What was their most/or is their most important source of funding? Information to request from current farmers market managers:

Possible sources of funding o Merchandise, sponsors, donations, fundraising events, grants, items for sale (for

example, reusable shopping bags); vendor fees

Approaches used for requesting donations

Accepting donations

Section III: Choosing a Location (Links to Sample Location Checklist; Location Checklist Explanation; Site Rating Matrix)

Location

Visibility The market should be able to be seen easily from the street, and should be identified clearly with good signage so passers-by can tell what is happening.

Use of the Site It is important to consider if the site you will be using for your farmers market is owned by an individual or an organization such as a church, school or store. This may influence the type of rent agreement you will establish with the property owner.

Transportation Routes and Parking If there are multiple methods for people to get to the market, there is a greater chance that more people will visit and become regulars. In addition to driving (is there parking available whether on-street or within a parking lot and/or a safe place for bicycles to park?), using a location that is close to a bus stop or near streets that have designated bicycle lanes can also encourage more people to walk, bike and use public transit to reach the market.

Comfortable Space to Socialize It is also important that people feel comfortable at the market once they arrive. Providing shade can help make your farmers market more welcoming and sustaining. Designated areas to sit and rest can encourage socializing and a generally fun atmosphere where people can hang out. Making sure aisles are wide enough for wheelchairs is also important.

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Running Water and Trash Disposal Considering locations for the market that already have access to water and waste disposal as well as restrooms can make your management responsibilities easier in the long-run. Consider if the city covers waste disposal or if you will have to contract with a private company. Work with vendors to separate recyclable and compostable materials and make available for pick-up by individuals who do composting.

On-site Storage Another factor to consider is on-site storage. If on-site storage (for tables, tents, chairs, and similar equipment) is not available, consider a boxed truck or trailer to use for storage – it will help ensure that all of your materials can be moved from place to place easily. Access to electricity is another factor to consider, but may not be necessary.

Atmosphere Checklist Creating an interactive, bustling market:

Involve youth; include youth activities

Education and outreach On-site (i.e. cooking classes) Take-home (i.e. recipes) Produce seasonality and availability

Live music

Incorporate craft/non-foodstuff vendors

Provide shade and a space for customers to socialize

Market Safety Preparedness Checklist Emergency phone numbers – Police; Fire; EMT

First aid kits

Fire extinguishers

Severe weather plans

Medical emergencies

Risk management examples: tent weights to prevent flyaway tents, maintaining good signage in parking lots to prevent accidents

Promotion and Advertising Checklist

Creating a market logo/brand

Create a market plan for getting the word out: o Media, flyers, ads o Events o Informing local businesses and leaders o Social media o Newsletters o Press releases, radio, print o Websites/videos o Non-profit displays at the market

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Section IV: Knowing the Regulations

Regulations

Food Safety Regulations and Permits Generally, value-added and prepared food vendors must meet all Maricopa County Environmental Health Services Department requirements and licenses, as well as sales tax permits if required by your specific city. Maricopa County Environmental Services Department Environmental Health Division, Mobile Food Programs, http://www.maricopa.gov/EnvSvc/EnvHealth/MobileFood/Guidelines.aspx For “Arizona Cottage Law Foods” – non-perishable baked goods, confections and similar products – check with the Arizona Department of Health Services http://www.azdhs.gov/phs/oeh/fses/goods/

Sales Tax Check with the city where the farmers market is located to determine whether the city has a sales tax on food. Farmers and ranchers selling what they grow are exempt from paying food sales tax. Other vendors are responsible for having relevant sales tax permits.

Sales Tax Licensing For State Sales Tax Licenses contact the Arizona Department of Revenue.

For City Sales Tax Licenses, contact the City Clerk Office in the city where you plan to locate your farmers market to request Sales Tax licensing information.

Zoning Regulations Check with the planning/zoning department in the city in which the farmers market will be located for the zoning code regulations. Make sure your location is an acceptable for a farmers market according to the city zoning code.

Signage and Appearance for Signs in the Market Check with the planning/zoning department in the city in which your farmers market will be located for sign regulations. Details to consider:

Readability/look

Lettering

Coloring

Indicating quality/use

Bi-lingual signage, volunteers

Placement of vendor signage (out of the aisles, not blocking other vendors’ booths) Signs for individual eligible vendors: – SNAP eligible item; FMNP approved growers need to have their signs up as well. Encourage vendors to create signage and displays that offer information about their business – photos of their farm, kitchen, staff and other unique elements.

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Parking Check with the planning/zoning department in the city in which your farmers market will be located for parking requirements.

Bike Storage/Parking Consider providing bike parking and/or bike storage.

Waste Materials Recycling, and waste removal must be in accordance with all applicable regulations and codes. The Market Manager is responsible for ensuring that the site is restored to a neat condition as per agreement with the property owner. Contact the city in which you are locating to determine eligibility regarding solid waste and recycling services. All farmers market managers should work with vendors to provide composting options for the vendors and customers.

Vendor Insurance Requiring vendors to have a few key insurance policies such as product liability insurance can help safeguard farmers from potential issues that come from selling food to consumers. Although following good farming practices (keeping vegetables cool, sterilizing surfaces, washing hands, etc.) or even organic standards can initially be a way to ensure food safety, when developing a business, insurance is a must. Farmers market organizers and organizations should have general liability insurance. In most situations, the property owner will require proof of insurance. Many markets require certain kinds of vendors – prepared or value-added food vendors – to have product liability insurance but for backyard growers just getting started they allow the vendor to sign an indemnity waiver absolving the market for liability in case of an issue. It is a lot for someone that has an occasional surplus of produce or even crafters to be asked to buy insurance. Because farmers markets serve as a type of business incubator for small businesses, some of the reasons to make sure vendors have their tax license and insurance are to help them grow their capacity and be more professional in developing their business.

Article of Interest: http://www.foodsafetynews.com/2012/11/should-farmers-market-vendors-carry-product-liability-insurance/#.U77MN_ldVic Ask other market managers which type of insurance they have their vendors have.

Product liability insurance helps protect vendors from a lawsuit should a food they produce for sale harm consumers, such as a foodborne illness. Vendors should provide a Certificate of Insurance (COI) to the market management naming them insured under the Product Liability Insurance.

General Liability Insurance This covers risk such as bodily injury and property damage on the market site. For example it could cover a market canopy falling due to a windstorm and injuring a customer.

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Hold Harmless and Indemnity Agreements This can be a contract or a section that holds harmless or indemnifies the vendors for specific actions that may cause damage to the customers. This is another method of releasing vendors from certain liabilities.

Insurance Required By Property Owner Work with the property owner to determine the type of insurance required for use of the site.

Administration The market organizer, in conjunction with the Market Manager and Market Advisory Board, should prepare rules and regulations relative to the vendor participation in and conduct at the market; the placement of vendors; daily and annual fees; preservation of order; prevention and removal of obstructions and nuisances; removal of vagrants and disorderly persons or persons found loitering; grievance procedures, and the seizure of unhealthy, unwholesome or noxious substances. The organization managing the market should:

Provide access to fully operational and stocked toilet facilities and hand washing facilities, which must be available to all market customers and market vendors.

Ensure prompt removal of all trash and debris from the market and areas of public right-of-way within one hundred (100) feet of the farmers market and in accordance with local city codes.

Noise – Check with the city in which your farmers market will be located for noise regulations.

“House Keeping”: Maintaining a Thriving Farmers Market

Communication Stress teamwork

Communication among leadership, vendors, customers

Consistent meetings between board/committees, but also among vendors and other stakeholders

Relationships Work effectively with local government

Leadership must get to know/build relationships with vendors & encourage vendor loyalty

Engage stakeholders for success

Gathering Customer Feedback Regular Surveys to assess customer habits, needs, how to improve the market

Provide summary reports and feedback from the surveys to the customers and vendors

Practices for Community Regeneration Encourage reusable bags;

Encourage public transit/carpooling to the market;

Educate about sustainable foods;

Encourage composting and recycling market waste;

Consider allowing only vendors who grow, harvest, make what they sell to participate in the market;

Conduct community classes.

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Community Exchange Tables The community consignment tables, or in Maricopa County, Community Exchange tables, provide a cooperative sales opportunity at farmers market for backyard, school and community gardeners who have surplus produce on a regular or occasional basis or beginning farmers who are not quite ready to have their own booth. There are different models, but all operate on a consignment basis. The community tables add to the diversity of the markets or in some cases – for example, at neighborhood start-up markets they ARE the market. Many customers say they enjoy the serendipity of finding unusual crops, usually grown very nearby where they are being sold. For growers, the Community Exchange tables are a cost-effective way to sell small quantities that would not be enough to justify stall fees and membership. At 10 - 20 percent of gross sales, the risk is extremely low. There is less paperwork and scheduling, and growers are free to do other things during the market. For more information regarding the Community Exchange Tables, contact: Chip Satterlund, 602-564-1162 or chipsatt@cox.net

Tracking and Reporting Record keeping is a crucial part of operating a successful market. Record data (there’s now a proliferation of technology and tools/software that can assist you ) about the market as a whole, as well as data about each specific vendor.

Specific Indicators to Record Reimbursements to vendors for credit, debit and SNAP sales, including any transaction fees

Amount of tokens/vouchers distributed compared to the amount redeemed, if using a token system

Total daily individual vendor and market gross sales – reported on the honor system by vendors

Total weekly credit/debit sales

Total weekly SNAP/FMNP sales

Sales of promotional items

Donations (refer to the Washington State Farmers Market Manual for assistance at http://smallfarms.wsu.edu/wsu-pdfs/WSFMM%202012.pdf)

Bookkeeping/accounting – Market Vitals to Track

Adult Shopper count – once or twice a year o Upon entrance or for detailed guidance refer to

http://smallfarms.oregonstate.edu/sites/default/files/small-farms-tech-report/eesc_1088-e.pdf

Number of vendors daily

Daily vendor sales

Market staff/volunteers present daily

Food bank donations

Tools to help market assessment o Income o Expenses o Profit & Loss Balances

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Helping Vendors Price and Market Their Products

Usually a market manager does not get involved in setting prices unless the prices are too high or too low and other vendors complain.

Encourage vendors and the Market Manager to visit other markets to see how other vendors are marketing their products

Look at what other vendors are charging

Check nearby grocery stores for prices

Help booth vendors to: o Overcome their own reticence to speak to customers o Make the booth welcoming, colorful, and informative o Mark prices clearly for all items – customers are more likely to choose something with a

price on it, especially if they are too shy to ask. o Price accordingly for surplus produce that needs to be sold o Price accordingly for an unusual variety – offer tastes, recipes, and price it to move o Package produce for FMNP customers who have $3 coupons – in $3 bags

Terms You Should Know

SNAP: The Supplemental Nutrition and Assistance Program (SNAP) (formerly food stamps) offers nutrition assistance to millions of eligible, low-income individuals and families and provides economic benefits to communities. SNAP is the largest program in the domestic hunger safety net. The US Dept. of Agriculture Food and Nutrition Service (FNS) works with State agencies, nutrition educators, and neighborhood and faith-based organizations to ensure that those eligible for nutrition assistance can make informed decisions about applying for the program and can access benefits. FNS also works with State partners and the retail community to improve program administration and ensure program integrity. EBT: SNAP is available to customers through an Electronic Benefits Transfer (EBT), which has taken the place of traditional paper food stamps. Benefits are located on a plastic card called in Arizona a “Quest” card, which has a magnetic strip similar to credit and debit cards. SNAP / EBT benefits may not be used to buy food that is served hot, alcoholic beverages, tobacco, pet foods, vitamins, medicines, or non-food items such as soaps, decorated pumpkins, crafts, clothing, and cut flowers. EBT is focused on helping people buy fresh fruits and vegetables, herbs, meat, fish, poultry, dairy, honey, maple products, non-alcoholic beverages, jarred foods like pickles and jam, as well as seeds or plants that produce food for household growing (24-25). http://www.fns.usda.gov/snap/supplemental-nutrition-assistance-program-snap WIC Cash Value Vouchers (CVV’s): Women and children who are participants in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) are provided with Cash Value Vouchers each month to purchase fruit and vegetables at grocery stores and participating farmers’ markets. WIC CVV’s enhance the FMNP program for WIC participants, and make it possible to buy fresh local produce at farmers’ markets year-round.

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FMNP: Farmers’ Market Nutrition Program is a program to increase fruit and vegetable intake for women and children who participate in the Supplemental Nutrition Program for Women, Infants, and Children (WIC), and for seniors enrolled in the Commodity Supplemental Food Program (CSFP). These women, children, and seniors are eligible to receive FMNP coupons, with which they may purchase $30 worth of fresh, locally grown fruits and vegetables at participating farmers markets between March and October each year. For a link to markets participating in this program and WIC CVV’s please visit: http://www.azdhs.gov/azwic/farmers’-market.htm - For information on FMNP enrollment for Seniors (ages 60 and above) in Maricopa County, call St. Mary's Food Bank Alliance at (602) 343-3106. WIC Cash Value Vouchers and Farmers Market Nutrition Program (FMNP) Market and Farm participation: Markets and individual growers who want to participate in these programs must get training and approval from the Arizona Dept. of Health Service. To become approved as a market or grower to participate in the program please call 1-866-229-6561. The programs’ objectives, like those of SNAP, are to: a) improve the nutrition of women, children and seniors by increasing their intake of fruits and vegetables; b) increase local growers' share of food dollars spent in Arizona; and c) keep and bring new food dollars into the local economy. FMNP coupons CAN be used to purchase fresh, unprocessed, locally grown fruits and vegetables from FMNP Growers at FMNP Farmers' Markets. FMNP coupons may NOT be used for fruits and vegetables purchased by the grower for resale, for any prepared or processed foods, or for any non-fruit and vegetable items. 3

Quick Guide: SNAP, WIC CVVs, and FMNP 3

SNAP WIC CVVs FMNP

May be used to purchase seeds that produce food

May be used only to purchase locally-grown produce from approved growers at approved markets

May not be used to purchase foods purchased by the farmer for resale

Uses a debit card that is used by swiping through equipment

Uses printed coupons worth specific amounts (maximum

$5.50 or $8) ($3)

May not be used for prepared or processed foods

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Resources

Online Resources Washington State Farmers Market Management Toolkit “The “Washington State Farmers Market Management Toolkit” is designed to provide timely information, tips, and templates to farmers market managers, board members, volunteers and other organizers as they negotiate the ever-increasing demands of running a farmers market.” http://csanr.wsu.edu/washington-state-farmers-market-management-toolkit/ Starting a New Farmers Market “Anyone can start a farmers market—city governments, farmers, community groups, business associations, individuals—but becoming a certified farmers market in California involves certain requirements and conditions. Our focus here is particularly on certified farmers markets and markets organized by and with farmers as owners.” http://sfp.ucdavis.edu/files/144703.pdfhttp://sfp.ucdavis.edu/files/144703.pdf Market Preparation: Recruiting Vendors

Learn how to identify and recruit your first vendors. http://www.marketumbrella.org/uploads/file/MPV_VendorSearch.pdf Market Day: Recruiting and Managing Volunteers “Successful markets are those that make effective use of volunteers. In the early months of a fledgling market, volunteers may be your only staff, and are likely to be drawn from the core group of believers in your mission who were responsible for starting your market in the first place.” http://www.marketumbrella.org/uploads/file/MD_Volunteers.pdfhttp://www.marketumbrella.org/uploads/file/MD_Volunteers.pdf Market Preparation - Risk Management “Running a public market – like any activity involving the public – entails risks that need to be anticipated and managed. Otherwise, the biggest exposure of all is failing to manage risk.” http://www.marketumbrella.org/uploads/file/MPR_Risk.pdfhttp://www.marketumbrella.org/uploads/file/MPR_Risk.pdf IRS Tax Exempt Statuses for Farmers Markets – At-A-Glance Tax Exempt Overview http://farmersmarketcoalition.org/wp-content/uploads/2013/10/Tax-Status-Handout.pdfhttp://farmersmarketcoalition.org/wp-content/uploads/2013/10/Tax-Status-Handout.pdf Example of Farmers Market By-Laws

Sample By-Laws http://smallfarms.ifas.ufl.edu/planning_and_management/pdf/FarmersMarketByLaws.pdfhttp://smallfarms.ifas.ufl.edu/planning_and_management/pdf/FarmersMarketByLaws.pdf New Mexico Farmers’ Market Manager Resource Guide

A guide to develop market management practices and start recruiting vendors:http://farmersmarketsnm.org/wp-content/uploads/Market-Manager-Resource-Guide.pdf

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Farmers Market Manager Frequently Asked Questions This is a starting point for current and perspective farmers market managers and organizers looking to develop, expand and improve their organization. http://static.squarespace.com/static/520ed291e4b066a62d157faa/t/5234f4fee4b06413e74b3a74/1379202302342/Farmers%20Market%20Management%20FAQs.pdfhttp://static.squarespace.com/static/520ed291e4b066a62d157faa/t/5234f4fee4b06413e74b3a74/1379202302342/Farmers Market Management FAQs.pdf Market Evaluation Background Identification of metrics for farmers markets https://farmersmarketcoalition.org/programs/farmers-market-metrics/resources/ Prescott Farmers Market - Rules and Regulations “The Prescott Farmers Market supports and fosters local agriculture by providing a direct market for producers, providing consumers an opportunity to purchase locally produced agricultural goods, and educating the community about the importance of local agriculture.” http://www.prescottfarmersmarket.org/vendor-rules-and-regulations.htmlhttp://www.prescottfarmersmarket.org/vendor-rules-and-regulations.html Washington State Farmers Market Manual - 2012 Guidelines for initiating a new farmers market. http://smallfarms.wsu.edu/wsu-pdfs/WSFMM%202012.pdfhttp://smallfarms.wsu.edu/wsu-pdfs/WSFMM 2012.pdf Farm & Food Business - Pennsylvania State University Extension Marketing strategies to help your business grow. http://agmarketing.extension.psu.edu/ComFarmMkt/PDFs/StartStrengthenFarmMrkt.pdfhttp://agmarketing.extension.psu.edu/ComFarmMkt/PDFs/StartStrengthenFarmMrkt.pdf

Additional Resources and Contacts 1. Maricopa County Environmental Services Mobile Food Unit: Central Office (602) 506-6872 or Plan

Review - (602) 506-6980 2. Farmers Market Nutrition Program: Geni Acosta – (602) 542-0379; Geni.Acosta@azdhs.gov 3. AZ Department of Weights and Measures (scales): 602-771-4920or 1-800-277-6675 ext. 9946 4. Arizona Department of Agriculture - meat and dairy, nest-run eggs: (602) 542-6408 5. Tax Department – State of AZ: (602) 716-6010 6. Tax Department – City where market is to be located 7. Zoning Administration - City where market is to be located

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Farmers Market Toolkit Attachments The following are provided as assistance in the process of establishing a farmers market.

Attachment 1: Sample Budget Checklist Attachment 2: Budget Checklist Explanation Attachment 3: Sample Customer Considerations Checklist Attachment 4: Sample Location Checklist Attachment 5: Location Checklist Explanation Attachment 6: Site Rating Matrix Attachment 7: Sample Vendor Checklist Attachment 8: Sample Volunteer Recruiting Checklist Attachment 9: Contacts for Establishing a Farmers Market

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Attachment 1: Sample Budget Checklist

Have You Considered? YES/NO Comments and/or

Specific Arizona Regulations Expenses for the market

Office Expenses:

Paper

Stamps

Pens, Pencils

Promotional Expenses:

Flyers

Vendor Business Cards

Facility Expenses:

10 x 10 tents

Portable Toilets

Salaries for market employees

Manager

Consider contacting other farmers market operators

Vice Manager or Co-Manager

Insurance Property Casualty Insurance Contact your insurance advisor

General Liability Insurance Contact your insurance advisor

Product Liability Insurance Contact your insurance advisor

Hold harmless and indemnity agreements Contact your insurance advisor

Insurance required by property owner Contact property owner

Regulations Do you have food safety permits?

Are you adhering to food safety regulations?

Have you factored in property taxes?

Have you factored in sales taxes?

Do you have the proper licenses?

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Attachment 2: Sample Budget Explanation Office Expenses: It can be useful to have general office supplies such as paper, stamps, pens, and pencils in order to record information quickly when a computer is not quickly available or even just to record a new customer’s phone number at a market event. Promotional Expenses: Budgeting for flyers to advertise when and where your farmers market will be can also be useful in spreading the word within your community. Taking the time to research how to be part of the community, or post flyers at schools and corner stores can also raise awareness and draw customers to your event. Consider having your vendors invest in creating a stock of business cards as well. They do not have to be extremely elaborate, but having a tangible resource that highlights the vendor’s name, email, and phone number can help customers remember their favorites! Facility Expenses: After you determine what is available at your location, you can then figure out if you need to research where to find portable toilets that can be installed onsite for several hours. Make sure to look up a few different companies and call directly to compare prices. You might even be able to find discounts since the farmers market will be a community event. Tents can also be helpful, especially if there is a lack of trees in your area. Not only can tents provide shading from the heat of the sun, but also provide vendors with an open canvas to advertise. They can pin up posters and information sheets about their gardens. Salaries for market employees: (Discuss with other farmers market operators)

Manager

Vice Manager or Co-Manager

Insurance: Requiring vendors to have key insurance policies such as product liability insurance can help safeguard the vendors from potential issues that come from selling food to consumers. Although following good farming practices (keeping vegetables cool, sterilizing surfaces, washing hands, etc.) or even organic standards can initially be a way to ensure food safety, when developing a business, insurance can be an important investment. Interesting article: http://www.foodsafetynews.com/2012/11/should-farmers-market-vendors-carry-product-liability-insurance/#.U77MN_ldVic Property Casualty Insurance: Protects businesses against legal liability for losses caused by injury to other people or damage to the property of others. http://www.allstate.com/tools-and-resources/home-insurance/property-casualty-insurance.aspx General Liability Insurance: This covers risk such as bodily injury and property damage; for example it could cover a market canopy falling due to a windstorm and injuring a customer

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Product Liability Insurance/Vendors Insurance: This helps protects vendors should a food they produce for sale harm consumers, such as a foodborne illness. This helps protect the farmer from a lawsuit. Hold harmless and indemnity agreements: This can be a contract or a section that holds harmless or indemnifies the vendors for specific actions that may cause damage to the customers. This is another method of releasing vendors from certain liabilities. Insurance required by property owner: (Discuss with other farmers market operators) Regulations: Generally, food vendors must meet all health department requirements and licenses, including sales tax permits if required by your specific city. http://fmazvend.blogspot.com/ Food Safety Regulations: Maricopa County Environmental Services Department Environmental Health Division, Mobile Food Programs Food Safety Permits: Health permits for Maricopa County can be found at the Maricopa County Environmental Health Services Sales Taxes: Some cities specifically in Maricopa County have sales taxes for food. Vendors are responsible for having relevant sales tax permits for those cities. Proper Sales Tax Licenses:

State Sales Tax Licenses contact the Arizona Department of Revenue

City Sales Tax Licenses – Contact the City Clerk in the city in which the farmers market will be located.

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Attachment 3: Sample Customer Considerations Checklist

CONSIDERING YOUR CUSTOMERS Comments/

Special Considerations

Milestones

Who are you looking to target?

Which day(s) of the week will your market be open?

What will be your market's hours? ex) open very early in the morning so people can visit before work

How can you accommodate people who work if your market will be open on a weekday?

Do you know the income base of the area?

ex) advertising in local community center newsletter; school newsletters

How will you attract a variety of income levels?

Can you support special pricing events?

ex) create a schedule where vendors rotate having discounts on various items depending on the week

Will you have specials on pricing during the later hours of the market?

Is it easy for vendors and customers to communicate with each other?

Will vendors have business cards?

Will there be signs in multiple languages?

ex) have signs for fruit, produce in Spanish

Will there be vendors selling produce popular in other countries?

Is there a diverse amount of produce, fruits, and prepared foods to sample?

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Considering Your Customers Customers attending the market: Identify potential customer base – consider talking with potential customers to determine actual level of interest. Days and hours your market will be open: Ask other farmers market managers about the best days/times to have a market in their experience?

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Attachment 4: Sample Location Checklist

Choosing a Location for your Farmers Market LOCATION CONSIDERATIONS &

INFRASTRUCTURE

YES/ NO

Comments/Responses

Who owns the site?

Will the owner charge a rental fee? How much?

Some sites are free, others hourly fee

Is the site large enough to support the amount of vendors you would like to have?

Visit existing markets in the city where you plan to locate and other nearby communities.

Is there access to water and waste disposal?

Check with owner and local government

Is the area zoned for a farmers market? Check with local government

Do you and your vendors have the proper permits?

Specific permits?

Do you have a place for restrooms or portable toilets?

Check with site owner and local government

Do you have a system for waste disposal? Describe

Are there recycling bins and trash cans? If not, how will this be addressed?

Do city services cover waste disposal at your location?

Check with owner

Is there water available on-site? Check with property owner

Is there storage available? If not, how will this be addressed?

Will there be grassy areas for people to rest or socialize? Shade areas?

If not, consider addressing

Is your location very visible within your community?

Would it be easy for people to access by walking?

Would it be easy for people to access by bicycling?

Are there bus stops less than half a mile away?

Will parking be available on-site?

Is there parking available nearby or on the street?

Will your location be a comfortable place for people to socialize?

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Will there be areas for people to rest their legs?

Is there accommodation for people with disabilities such as ramps?

Are their aisles between vendor tents for customers to walk through?

Is there electricity available? Check with property owner

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Attachment 5: Location Checklist Explanation

Location Infrastructure and Permitting Ownership and rent: It is important to consider if the land you will be using for your farmers market is owned by an individual or an organization such as a church or business. This may influence the type of rent agreement you will establish with the property owner. It is also necessary to look into the zoning ordinance for your potential farmers market location. Making sure that your location is an acceptable location for a farmers market according to the local government’s zoning code is essential. Contact the local planning department in order to speak with an expert on the subject. Location “Vitals”: Considering locations that already have access to water and waste disposal as well as restrooms can make your management responsibilities easier in the long-run. For instance, if there are no restrooms nearby, it might be advisable to rent a few portable toilets each week. Other aspects to consider are if the city covers waste disposal or if you will need to gather trash at the end of the market and drive it to the nearest dumpster. Another factor to consider is on-site storage. If there is little on-site storage available (storing equipment in a store, at another organization or church), finding a truck to use instead will help ensure that all of your materials can be moved from place to place easily. Access to electricity is another factor to consider, but may also not be necessary. Visibility: If there are multiple methods for people to get to the market, there is a greater chance that more people will visit and become regulars. In addition to driving (is there parking available whether on-street or within a parking lot?), using a location that is close to a bus stop or near roads that have designated bicycle lanes can also encourage more people to walk and use public transit to reach the market. A Comfortable Space to Socialize: It is also important that people feel comfortable at the market once they arrive. Having trees or tents for shade can help make your farmers market more welcoming and sustaining. Aisles that people can walk through to reach various vendors, as well as designated areas to rest can also encourage socializing and a generally fun atmosphere for people to hang out in. Making sure aisles are wide enough for wheelchairs is also important.

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Attachment 6: Site Rating Matrix

SITE RATING FOR POTENTIAL LOCATIONS

CRITERIA – YES = 1pt; NO = 0pt Site A Site B Site C

Physical

On a main, high traffic street

Ease of access, egress

Good visibility, high presence

“Site magic” – explain/describe

Adequate space for basic facility

Space for potential growth

Parking on-site or on an adjacent to site

Has usable building space

Readily accessible by public transportation – bus or light rail

TOTAL

Consumer Market

Adjacent to future market/retail area

Near existing and/or planned residential area

Readily accessible by downtown workers / target customers

TOTAL

Financial

Site acquisition

Site preparation

Zoning is appropriate

Economic Development – business incubator

Catalyst for new development

Visible sign of neighborhood revitalization

Provides support for development planned for nearby sites

TOTAL

Operations

Need for security

Can handle truck traffic

Operations do not interfere with adjacent properties or right of way

TOTAL

GRAND TOTAL

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Attachment 7: Sample Vendor Checklist

Have You Considered? Notes

Recruitment Where will you find your vendors?

Are there gardeners and farmers in nearby communities?

Do you have a diverse vendor base?

How many vendors sell fresh produce?

How many vendors sell fresh fruit?

Do you have specialty vendors?

How many craft vendors?

How many prepared foods vendors?

Product Origin Identify sources for vendors' products

Vegetables?

Fruits?

Crafts?

Balance Your Product Base What percentage are foodstuffs

What percentage are produce?

Will you allow repackaging & reselling?

Arrangement of vendors Are vendors equally visible?

If not, how can you enhance visibility for all vendors?

Do you have stall fees?

Are they unified or depend on location of stall?

Identify the following costs:

rent?

signage?

advertisements?

installation of tents?

lights

portable toilets?

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Attachment 8: Sample Volunteer Recruiting Checklist

Recruiting Volunteers for Your Farmers Market Outreach: Getting the Word Out

YES/NO

Contact Person Name, Phone, Email

Contact Date

Schools

Senior Centers

Newsletters

Listserves

Community members

Other (Identify)

Application Process Application Form

Hard Copy Availability

On-line submittal

Submittal Deadline

Notification

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Attachment 9: Contacts for Establishing A Farmers Market

Name Contact Phone Email

Contacts for Zoning Information by City City of Phoenix Zoning

Administration 602-262-6011

City of Glendale Zoning Division 623-930-2800

Paradise Valley Planning 480-348-3693

City of Mesa Zoning Division 480-644-4273

City of Tempe Planning Division 480-350-8331

Other cities/towns Planning Department

Health and Food Safety Arizona Dept. of Agriculture (meat and dairy)

602.542.4373

Maricopa County Health Dept. Central Office

602.506.6872

Maricopa County Plan Review 602.506.6980

Arizona Health Services Dept. 602-255-1000

Arizona Weights and Measures Dept.

602-771-4920

Tax Departments State of AZ Department 602-255-2060

City of Chandler Tax Department Tax and License 480-782-2280

City of Tempe Tax Department 480-350-8659

Phoenix Sales Tax Licensing 602-261-8831

Mesa Sales Tax Licensing 480-644-2316

Scottsdale Sales Tax Licensing 480-312-2400

Carefree Sales Tax Licensing * Paid through Arizona Department of Revenue

Other cities – Check with City Clerk Department

Nutrition Programs Farmers Market Nutrition Program Devon Wilson-

Torres 602-542-2853 Devon.Wilson-

Torres@azdhs.gov