MANAGERS: WHERE TO START ? |
< MANAGERS: WHERE TO START ?
MANAGERS: WHERE TO START ? |
This section has been devised as an overview as what you need to do to set up a new Farmers market. The 'Farmers Market Managers Tookit' section goes into more detail as to 'what' and 'how' to acheive these goals
As a Manager your job (amongst others ) is to attract a sufficient number of shoppers to make it worthwhile for your stallholders to continually to sell at your market. Your stallholders are small businesses and their presence at your market is determined by their individual economic viability. But just like any other retail outlet, your market must aim to have a good selection of quality produce to sell at sensible prices.
Once you have decided to start up your new market KFMA can help you both set up your market and how to Marketing your market. Marketing is key to your market's survival. The KFMA web site acts as a 'One Stop' shop for both Customers (i.e. where to find your market, when is it open, what produce can be bought and who produces the food) and Producers (who are looking for new markets to attend). The web site also acts as a link to your own social media sites.
A 'brand' enables customers to immediately recognise what your organisation stands for. and why is it different from other forms of shopping. In our case the brand is based on the words 'Farmers Market'
The whole concept of a 'Farmers Market' is that it highlights the benefits that it can bring to the local community. It offers:-
Support for the local economy by encouraging small businesses and keeping money within the local community.
NOTE:- If you wish to sell other i.e. non food products (e.g. craft) at your matrket we would still expect the food sold at the market to conform to the Farmers Market 'Brand' but we suggest you use a different name (e.g. a 'Farmers and Craft Market' or Village Market or Community market etc) so customers understand you are setting up an organisation that is selling more than local food .
We would encourage you to adopt a set of guiding principles based on the above to help you define why you think your 'Farmers /Local Food Market' will bring benefits to your local shopping community.
These will become your objectives i.e. your Constitution which defines what you want your market to achieve and the basis of your business plan
Before spending too much of your own time in setting up a local market we would recommend you:-
Some of these may help you open doors you hadn't thought of and provide financial help. Local Authorities often see Farmers Markets as a way to revive local High Streets with shoppers supporting the local economy, which in turn help Local Authorities implement local regeneration plans.
Once you have made your decision to go ahead with a market, you will either have to fund the 'start up' yourself or, which is a far better option, find partners, who will be happy to support you with funds. These partners may be your Parish Council (especially in the case of rural markets), or Local Authorities (in the case of urban markets). In addition your local County Councillor may be able to help (all Councillors are allocated a fund every year from KCC to support local organisations which benefit local communities). You may also find local sponsors who may be willing to support your market. These funds are key to being able to 'inform' the local population as to what is happening. Good quality signage and fliers together with a Social Media marketing approach, are key to making an impression.
The more 'formal' a case you can offer as to why a Farmers Market is required in your community, the better. This is your BusinessPlan and should describe all the benefits it will bring to the local community (i.e. a place to meet and socialise; to find locally produced produce; to help support the local economy; to find fresh healthy food etc). You need to offer your local Councillors a good case so they in turn can advocate your cause to others.
Your budget is vital. List list all the costs involved i.e. both one off and reoccurring (see Appendix 1 which gives you an idea of potential costs involved) :-
Our aim is to support all markets which have the same aims and objectives as ourselves i.e. to provide a retail food outlet for local producers which conform to our ethics regarding the quality of produce, the welfare of animals and use of chemicals. We expect our markets, including Community and Village markets, to conform to the Farmers Market brand and concept of selling local produce
To join KFMA see 'MEMBERSHIP' (on the Home page)
The job of the Market Manager is vital to the initial and continued success of the market. The Market Manager in effect, runs a small (or maybe large) retail outlet with the added complication that it only runs for a few hours per week or month and that the departments (i.e. producers) are all separate businesses !
Before you start to set up your Farmers' Market, we would strongly recommend that you learn from others. Not only will this enable you to avoid mistakes but also to give you confidence that you are following a well worn track ! We strongly recommend that you approach KFMA (we have both Managers and Stallholders on the Board) and talk to managers of Farmer's Markets close to you. Discuss your ideas and plans and they can help by pointing you in the right direction to help you move your ideas into reality.
Before you start to set up your Farmers Market we would strongly recommend you write a Constitution. This is in effect your Objectives and Business Plan. It doesn’t need to be formal. However, if you wish to apply for grants, you may well be asked to supply a copy of your Constitution. Once done review it annually and amend it from time to time. A Constitution makes you think about:-
As a minimum, you should try and set out:-
Inform your local County and Local Authority Councillors and especially your Parish Council so that they are aware that you are thinking about starting up a Market. They need to be 'sold' on the idea. If you can show them a Constitution and written Organisational and Marketing plans they will take your ideas more seriously ( it also makes their life easier when it comes to explaining your objectives to colleagues). They may well be able to help you promote the market through their own social media facilities and offer grants to help pay for initial set up and marketing costs.
The key elements required for market location differ depending if the market is in a rural or urban environment. For both, parking is KEY. Customers don't want to have to walk far to their cars and stallholders need to be able to unload and park somewhere fairly close to the market. In an urban situation there is usually a choice of car parks but free parking for stallholders is important. (This is where your Local Authority may be able to help). Being located in the centre of the community works well, as does being close to a well known site of interest e.g. a historic site or site with a view. However, many existing Markets thrive in a municipal car park.
Other key items to think about are how close are the nearest toilets and cash machines, especially if the local reception for mobile phones is poor (as most stallholders now rely on card payments).
Discuss locations with your local Parish Council or local Councillors as they often have a knowledge of potential sites and what sites could benefit a local community.
We have also found that various businesses with spare parking are keen to house a Farmers Market in the hope it will benefit their own businesses e.g. pubs, visitor attractions etc. It can work, but usually only when these businesses are willing to commit sufficient time to promote and support your market (i.e. as well as running their own business). Make sure they are willing to commit to helping run (especially marketing) the market
You MUST inform your local Planning Department if the market is to be held on Public grounds or could impact traffic flows, (if the latter then inform your local Police as well). In addition, as you are in effect setting up a Food Retail shop you MUST inform your Environmental Health Department. They are usually very helpful and can offer advice. More information is given the separate Food Safety Guidance section which has been written by Local Authority Environmental Officers.
An inside or outside market. This will make a big difference as to the time of starting. The weather can be very unkind to outside markets at certain times of the year. In addition, you need to make sure your any new stallholders you take on have sufficient produce for sale for your customers and, if they are new to markets as well, they are not put off by poor markets made even worse by the weather..
Weekend markets tend to be Events where customers use them as a location to visit, browse as well as shop. Mid-week markets tend to be visited by shoppers who visit with the intent of shopping. However, weekend markets open for longer hours and draw in the crowds.
Stallholders who attend weekend markets see mid-week markets as a good way of earning incremental income
At present the most favoured days of opening are as follows:-
Saturdays 49%
Sundays 29%
Mondays 0%
Tuesdays 7%
Wednesdays 4%
Thursdays 7%
Fridays 4%
All markets are constrained by the number of hours meat and fish stalls can sell and keep their stock temperature controlled. (Note:- the limit includes transportation time to and from the market). It also requires that markets selling over a 4 hour period need to ensure their stallholders selling temperature controlled produce have a suitable system in place to control the temperature of their produce. .
One of the benefits of smaller mid-week markets is that stallholders can attend a 2-3 hour market and return to base to continue with their normal operation
Once you have 'everything' in place you then need to start getting your market organised. This is a 'chicken and egg' situation as you need to find stallholders and they in turn want to have some idea as to how successful the market will be (i.e. how many customers will it attract). Fortunately many stallholders are usually quite keen to give a new market 'a go'. Again KFMA can help. We maintain a 'list of stallholders looking for Markets' and produce a monthly newsletter highlighting the latest stallholders to join the list
A key role in running a Farmers Market is marketing. You are competing with all other food retail outlets to not only inform potential shoppers as to what your market has yo offer them but to remind them of the DAY and TIME you are open !
These are the best way to inform locals as to what is going on. Do not stint on the design of banners and 'A' boards and make them suitable to fit into a rural or urban location. (Remember that drivers have only 1 or 2 seconds to take in the information so make sure the wording is brief and to the point.) You need to be aware of the fact that some Local Authorities do not like banners on the side of roads, especially at busy junctions.
- The format of your Signs and banners must be CLEAR and EASY TO READ from a DISTANCE.
- Feather banners which are erected during the hours of the market are also an excellent way of attracting passers-by to your market, especially if the market is on the road side. These signs should be located at the entrance to your market, located in such a place where it they give motorists time to turn. Flag Banner
- Banners, 'A' Boards, Correx signs:- Decide where they should be located (e.g. road junctions) and how (i.e. on knock in road pins, wooden stakes, railings etc). Determine number required. Use KFMA standard format signs (avoids cost of a designer) and KFMA printer (to obtain our standard price). If space is limited use A3 size 'correx boards attached to small posts.
You mayl also need to produce and distribute fliers, leaflets, adverts and articles for local newspapers and Parish magazine (these latter two are always keen to news to fill up space !).
Good locations for fliers are in Churches, Hairdressers, Doctors surgeries, libraries, Pharmacists (anywhere where people have to sit and wait !). Local schools are also helpful (especially if you invite pupils to visit the market !) and many schools are happy to take fliers and make sure they are inserted in their 'Book Bags'.
(*) Note:- Some Local Authorities have regulations (and fees) as to where you can locate road signs, consequently you must obtain permission.
You could produce your own web site. However this requires more of your time and money. How do you then inform everyone where to find your web site ?.
As a Member of Kent Farmers Market Association we give you your own web template on the KFMA web site. This has the advantage that on average over 5000 viewers look at the web site every month. More importantly, these viewers are keen to find more about Farmers Markets ! By being on the KFMA web site you are able to inform these viewers all about your market, how to find it, when is it open, where to park, what produce is sold, details about your stallholders and your contact details. Your market will also be displayed on the KFMA Market Calendar and Market map (these are the main pages that are viewed and each market is linked back to your web page ). The benefit is that your Market web site is then in a position to attract local produce shoppers who are looking for markets in your area immediately. To set up your site contact our Membership Secretary Laura (laura@kfma.org.uk)
Social media should be used in conjunction with your Market web site. Your Market web site is designed to inform customers all about the the basics of running of your market (i.e. when, where, how often) whereas your social media sites should be used to tell potential customers what is going to happen at your next market. Your social media sites and web site should be linked to each other. Use Facebook, Twitter and Instagram to promote your market and get word around your local community. HOWEVER you MUST keep updating your social media sites and don't leave them promoting what happened last week ! That is a sure way to turn people off going to your market !!
ALWAYS TAKE PHOTOS OF PRODUCE, STALLS and the MARKET so you gradually build up a library of pictures. Images sell far more than words !
Another way to promote your new market is to find existing local/community social media sites which already have a good local reach and tell them of your ideas. They are often keen to promote local stories, especially if they see you as good for future (e.g. monthly) stories. In return you benefit by reaching out to their readers.
Special Events are a good way of promoting your market e.g. Opening the market, Christmas, Easter, cooking, children's cooking etc.The KFMA web site has a facility for promoting specific events you want to organise which enables you to promote your ebant on the Home page as well as on your Market page. The EVENT is date controlled so you can set it up to start and end.
Your customers can use the Market Reminder facility.to receive an email 'n' days ahead of the market. This function enables you to build up a list of email addresses to help with future promotion (Note to comply with GDPR Regulations the recipient must indicate he/she is happy to receive emails both as Reminders and for Marketing material)
To organise all these aspects of setting up a new market is very time consuming. Consequently we would again advise you to find like minded individuals to help you i.e. your 'board'. If they can bring skills into your organisation (e.g. marketing, design, or simply physical help) this is even better.
Move on to the Marketing Tool Kit which explains the above in more detail
This has been set up in excel format but you could create your own in any format
Disclaimer
Any information provided by Kent Farmers Market Association is for general guidance on rights and responsibilities and Is not legal advice. If you need more details on your rights or legal advice about what action to take, please contact either KCC Trading Standards, who can provide legal compliance advice, or a knowledgeable advisor or solicitor.
We are reliant on changes to operational information being received in a timely manner. In addition, weather conditions and seasonality may impact availability of produce and stallholder attendance at markets, and so we cannot guarantee the accuracy of all information.
Copyright notice
All photos, graphics and other information on this website is copyright © by Kent Farmers Market Association or the respective photographers or acknowledged authors. All rights reserved. Use of our material is only permitted as long as it is for support of Farmers Markets in Kent. Commercial use or any use for the purpose of publication elsewhere, and by whichever media, requires written permission from the Association, who can be contacted through info@kfma.org.uk.
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