| | Anne Lambert, former manager of the Calgary Farmers’ Market at Currie Barracks and an agri-preneur scholarship recipient, took a bite out of the ‘Big Apple’ when she attended the Project for Public Spaces “How to Create Successful Markets” workshop in New York.
“In 2005, we were a new market and money was very tight. The agri-preneur scholarship enabled me and one of our board members to go to the New York conference,” says Lambert. “Touring other farmers’ markets was also great for gathering new ideas. After seeing other markets, we initiated a rebranding of the Calgary Farmers’ Market.
The new look gave us a stronger identity, as well as a fun approach to our marketing campaign.”
The workshop confirmed that the Calgary Farmers’ Market was on the right track. It emphasized that farmers’ markets are critical partners in revitalizing a city’s older areas. Markets attract consumers, bringing a renewed vibrancy and life to the district.
Lambert picked up several information nuggets to take back to the then fledgling Calgary Farmers’ Market. Markets must remember that they are first and foremost a gathering place. Food is simply the product, so, it’s important to design the “centre” first and then locate the vendors around it. It’s important to understand what will bring customers to the market and what they will they do there. Constant review of the market focus to make sure it’s on track with customers should be an on-going activity.
“Planning for the customers first ensures the success of a market,” says Lambert. “Know what they’re coming for. Make sure there is enough going on to keep them at the market The longer they’re at the market, the more they will spend. Have an ATM on site to increase cash sales.”
Offering a free table for ‘Stewards of the Space’, such as school, youth and community groups and non-profit organizations, shows commitment to the community. Bringing in entertainment, entering a market float in local parades and partnering with other groups to participate in community events also shows commitment to the area.
Variety may be the spice of life, but along with a variety of products for sale, farmers’ markets need at least three vendors selling the same products to discourage a monopoly and encourage fair pricing and healthy competition.
“We learned what not to do as well,” says Lambert. “Avoid debt if you can. It’s destroyed many good markets.”
Tourists often come to ‘see’, not necessarily to ‘buy’. Therefore, do not rely on tourism for success.
Because of contacts made at the workshop, Lambert was invited to participate in the Project for Public Spaces International Market Conference in Washington D.C. as one of only two Canadian presenters. Talking to people from markets all over North America and touring Washington and Baltimore markets provided her with even more knowledge.
“Lambert is still using the information she learned through her agri-preneur scholarship as she gets ready to open SweetGrass Market in southwest Calgary in mid 2007,” says Cindy Cuthbert, rural business and diversification project coordinator with Alberta Agriculture, Food and Rural Development, Grande Prairie. “The market will feature local, natural and healthy products from Alberta artisans, growers and ranchers.”
“The agri-preneur scholarship program supports continuous learning and innovative educational opportunities for agri-preneurs to attend educational out-of-province, national and international conferences, tours or workshops,” says Karen Goad, farm direct marketing specialist with Alberta Agriculture, Grande Prairie. “This scholarship is open to Alberta farm direct marketers, ag tourism operators, farmers’ market managers and staff or board members of appropriate industry associations.”
The next application deadline is December 8, 2006. Scholarship program information and additional deadline dates are available from Marian Williams with Alberta Agriculture’s Farm Direct Marketing Initiative. Call (780) 679-5168.
Contact:
Cindy Cuthbert (780) 538-5287
Karen Goad (780) 538-5629 |
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