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What Happened at Oregon Farmers Markets in 2020? - Shared screen with speaker view
Sonia Reagan - Clatskanie
19:52
Clatskanie Farmers Market
Shelby Meyers
19:53
Astoria Sunday Market
Emily Liu
19:53
Lake Oswego Farmers’ Market
Teri Anne Finnerty
19:54
Ontario Saturday Market
Lisa Hall (she/her) Montavilla Farmers Market
19:55
Montavilla Farmers Market
Jessica Love
19:55
Jessica Love - Tigard Farmers Market
Eileen, The Dalles FM
19:56
The Dalles
Lynne MacIntyre
19:57
The Dalles Farmers Market
David Salerno Owens ~FMF~ (he/him/his)
20:03
Farmers Market Fund - Board
Hannah Ladwig
20:04
Gorge Grown Food Network
Ari Rosner (he/him)
20:13
Hollywood/Lloyd Farmers Market & OFMA Board member
Jeffrey K. Ohara
20:15
Jeffrey O'Hara, USDA AMS
David Salerno Owens ~FMF~ (he/him/his)
20:17
Excited about PSU market as always.
Darcie Spar
20:18
OFMA Board (and customer of Tigard Farmers Market)
Alexis Molinari (she/her)
20:20
Lane County Farmers Market
Rebecca Landis
20:27
Rebecca Landis, Corvallis-Albany Farmers’ Markets and Corvallis Indoor Winter Market
Vonda Peters
20:28
Corvallis-Albany Farmers' Markets
Maeve Mallozzi-Kelly
20:29
SMIF Southern Minnesota Initiative Foundation
Mallory Rahe
20:32
University of Missouri Extension
Amanda Pastoria
20:35
Amanda- Umpqua Valley Farmers Market and Canyonville Farmers Market
Kelley Villa (Arizona)
20:36
Joining from Arizona to listen in
Katie Furia
20:39
Farm Direct Nutrition Program (WIC/OHA)
Shauna Walker
20:39
CMI Milwaukie
Melissa Hasart
20:40
Coos Bay Downtown Association Farmers Market
Rachael Ward
20:44
Farmers Market Coalition & OFMA's board
Molly Notarianni (she/her) - FMF
20:53
Farmers Market Fund!
Liz Connor
21:13
Hillsboro Farmers' Markets
Rachael Ward, FMC, OFMA board
23:36
As Kelly said, feel free to chat me with any technical difficulties: Rachael Ward
Alice (she/hers) - FoFF & OFMA Board
30:45
If you have questions about the data, drop them here in the chat and I will make sure we get them answered!
Rebecca Landis
34:06
Are stats affected by downward size migration of the markets? Medium to Small especially.
Kathy Zeman
34:55
Are the small mkts in Central OR? The 2 positive
Rebecca Landis
35:21
That is probably a pice of it, Kathy. Not all.
Kelly Crane
35:50
There are a couple of bigger central markets, so Rebecca is right - some but not all.
Rachael Ward, FMC, OFMA board
36:00
Are these sales and attendance numbers already accounting for there being less markets open in general this year?
Jeffrey K. Ohara
37:42
What process do the markets use to measure sales at their own market?
Rebecca Landis
38:23
Jeffery, the WAG is a common method. That stands for Wild Assed Guess.
Jeffrey K. Ohara
39:10
Haha.
Jeffrey K. Ohara
40:07
Vendor attendance counts are a reasonable approximation however, if markets are maintaining those
Rebecca Landis
40:28
The BVSN data will interest you.
Rebecca Landis
41:59
Meaning you weighted the data by market size?
Rebecca Landis
44:04
We have three markets in one association. The space constrictions at our largest market affected the overall revenue picture for the market association.
David Salerno Owens ~FMF~ (he/him/his)
44:04
These numbers seem to trend with what we are seeing with the many markets we work with throughout the state.
Amanda Pastoria
44:08
Sales at the Umpqua Valley Farmers Market increased. We did follow the trends with less vendors and occurrences.
Katie Furia
44:12
Both Senior and WIC FDNP sales/redemption was lower in 2020
Melissa Hasart
44:56
It lines up with our experience at CBDA FM. We opened a month late. Vendor space was half size due to requlations.
Rebecca Landis
45:08
FDNP was hampered by loss of distribution channels.
Jessica Love
45:27
Tigard Farmers Market - We are a medium market and grew in vendors this year. We also saw that vendors attended more.SNAP match was our highest yet.Sales were higher as well but that could be because more vendors participated.
Rebecca Landis
45:28
Need more time to absorb.
Rebecca Landis
46:15
When you write report, note that markets stopped advertising because 1) money short 2) fear of having too many customers at one time.
Ashley Todd
46:23
People’s Farmers’ Market sales were pretty similar, and SNAP Match was higher than ever. We also had fewer vendors overall and per market, due to spatial restrictions.
Lisa Hall (she/her) Montavilla Farmers Market
46:51
Lower customer count but higher gross sales (large market)
Sonia Reagan - Clatskanie
47:01
Example of our market's sales data collection system.
Kelly Crane
47:11
@Rebecca, good point!
Kelly Crane
47:49
All: OFMA does have some free data collection tools we can share with you (spreadsheets, templates, etc.) so please msg us if you’re interested!
Kelly Crane
48:29
@Lisa - that’s so interesting! I guess you retained you’re really key vendors and dedicated customers?
Ashley Todd
48:40
Yes! AORTA is awesome! So glad you’ll be working with them!
Kelly Crane
49:12
@Ashley, were your total sales the same or per vendor sales?
Lisa Hall (she/her) Montavilla Farmers Market
49:23
@Kelly yes, we got more space so we didn’t have to restrict our vendor numbers! Shoppers came to spend!
Kelly Crane
49:51
@Jessica - wow, you really bucked the trend for your market size/region!
Kelly Crane
50:11
@Lisa - nice work!
Lisa Hall (she/her) Montavilla Farmers Market
50:58
@Kelly I actually started in October, awesome managers and board before me!
Ashley Todd
51:35
@kelly I should have clarified that was token sales at the info booth. We don’t track individual vendors’ sales.
Alice (she/hers) - FoFF & OFMA Board
51:55
Recordings of OFMA’s previous r=webinars: https://www.oregonfarmersmarkets.org/event-proceedings
Kelly Crane
52:49
@Rebecca - re; your market sales data weighting question - yes. We looked at all the markets who scored high enough on a rating scale for data collection practices, then sorted them into size categories, came up with an avg for each size category and multiplied them by the total # of known farmers markets in the state in that size category to come up with totals for each size group. (Mallory checked our work and gave it her blessing ;)).
Rachael Ward, FMC, OFMA board
52:53
Could you tell us more about how the rates of turnover were calculated for those three categories? Does the percentage represent the percent of markets with turnover in those positions or is it showing the average rate of turnover (or something different)?
Kelly Crane
55:21
The % of responding markets who reported having turnover in each of those types of positions.
Rachael Ward, FMC, OFMA board
55:28
Got it, thanks :)
Jessica Love
56:06
We could not backfill staffing, lower attendance and ended up having to move the market.
Lisa Hall (she/her) Montavilla Farmers Market
56:07
Figuring out how to close entrances and keep our lines going as fast as possible was my biggest challenge at Portland Farmers Market
Lisa Hall (she/her) Montavilla Farmers Market
56:21
Getting folks to not eat in market was also rough!
Jessica Love
56:41
Managing customers on covid-19 guidelines.
Rebecca Landis
56:51
Nothing quantifiable that I can come up with. The cultural losses might be mentioned in the final report.
Alexis Molinari (she/her) LCFM
56:52
LCFM biggest impact was shown in a decrease of vendor count, decrease in market income.
Lisa Hall (she/her) Montavilla Farmers Market
56:53
I’m curious how many markets kept some sort of programing
Kelley Villa (Arizona)
57:41
We saw a lot of markets having to change physical addresses/locations here in AZ due to site hosts that had restrictions on "events" being on their campuses.
Rebecca Landis
58:07
Yes, how many actually had to move?
Rebecca Landis
58:36
It’s Kelley’s prompt above that made me think.
Amanda Pastoria
58:47
Canyonville had to find a new location for the first 5 weeks of the season.
Molly Notarianni
58:59
I know that all of the DUFB markets that were hosted at hospitals either cancelled their market or changed location
Amanda Pastoria
59:18
UVFM immediately went outside due to the pandemic, and we're still there. Brrrrr
Alexis Molinari (she/her) LCFM
59:24
LCFM was able to expand square footage
Alexis Molinari (she/her) LCFM
01:00:05
LCFM holiday market which is usually held inside at the lane events center, we decided to stay outside all season.
Rebecca Landis
01:00:20
Albany FM holiday market was outside.
Liz Connor
01:00:53
Hillsboro had to cancel 2 hospital markets and move our flagship Saturday market.
Kelley Villa (Arizona)
01:00:59
other sites that kicked markets out were healthcare clinics, churches, community colleges, and locations that had to co-host vaccine sites
Amanda Pastoria
01:01:00
Our numbers have increased being outdoors and staying visible.
Jessica Love
01:02:33
That is very true! The city was very concerned to give us our permits to do it. We had to have many conversations to make it happen.
Rebecca Landis
01:04:02
County attorney was going to nuke us in March 2020. He deferred to County Health. I believe our commitment to SNAP and DUFB helped OFMA get markets recognized as essential.
Alexis Molinari (she/her) LCFM
01:04:12
I am curious how different markets were able to accommodate their prepared food vendors, were they able to still set up? How did you ensure food togo only?
Rebecca Landis
01:05:21
We went with zero seating even when it would have been legal. Protocols were too labor intensive for the restaurants. And we could not spare that space.
Amanda Pastoria
01:05:37
We had our food vendors on the end to accommodate the "grab and go".
Lisa Hall (she/her) Montavilla Farmers Market
01:06:05
@Alexis Lots of not eating in market signs, on every bench. Still had to personally enforce this rule if we saw folks eating in market
Kelly Crane
01:07:14
We know that these markets are not 100% representative of our whole fm community BUT it is a good jumping off point! :)
Melissa Hasart
01:08:31
CBDA had a food court. We only had food trucks. We did not put tables, chairs out for the food court. We had multiple signs in the food court as well as all vendors had signage as well. Luckily there was green space just out of our FM footprint. We reminded people if they wanted to have this available, they need to help us. It was trying at times but as a community as a whole it was well received and supportive.
Kelly Crane
01:08:38
That “4 yrs or less” includes 2020, so 3 yrs or less coming into 2020 season :)
Kelly Crane
01:09:10
Wow, that means those core customers were SUPER committed to supporting those markets!
Molly Notarianni
01:10:49
Are those sales on that chart in thousands?
Molly Notarianni
01:11:01
Oh sorrY!
Rebecca Landis
01:16:29
First year is always a steep learning curve.
Kelly Crane
01:16:49
So it seems like the 1st season is really THE make it/break it season for NBV’s? And retaining/supporting them in yr 1 them is key to growing vendor pool (if you’re trying to do that?)
Rebecca Landis
01:17:32
That bump is short-season fruit?
Kelly Crane
01:18:38
This is my favorite slide - Market managers you KNOW you’re always telling your vendors they need to come consistently to build their customer base and presence - now you can say the data PROVES it!
Kathy Zeman
01:19:16
Or we do a better job of vetting new vendors? We just piloted a training for potential new vendors - including IDg factors that may show they are not a good fit for FMs. I really appreciate this study of vendors.
Rachael Ward, FMC, OFMA board
01:20:35
Kathy I'd be interested to hear what factors you found that could show that vendors aren't a good fit for FMs.
Ari Rosner (he/him)
01:20:46
Vendors who have low attendance rates could be either 1) vendors who attend sporadically throughout the season, or 2) vendors who simply leave the market mid-season. Do you have a sense of the breakdown between these in the BVSN data?
Rebecca Landis
01:21:14
No, this was about short number of weeks with high numbers.
Rebecca Landis
01:21:27
Several slides back. Sorry.
Amanda Pastoria
01:22:03
NBV farmers aren't really sure what will sell, or don't have loads of product or variety. There's a huge learning curve, or lack of knowledge of climate, extending the season, etc.
Melissa Hasart
01:24:30
Some of our established Vendors had premade boxes made up available for sale. They worked really well for our Senior customers and those who are at high risk.
Amanda Pastoria
01:24:37
We had an asparagus and carnivorous plant vendor who only come a few times, but make lots of money.
Rachael Ward, FMC, OFMA board
01:25:19
I really like the questions you were thinking of asking when vendors leave the market and wonder if there are markets who survey their vendors when they leave. It would be interesting to see why they leave and what skills they felt they gained from the market if moving on to a different outlet.
Kelly Crane
01:26:45
@ Rachael we had an interview case study planned around these questions but COVID disrupted those plans, we are planning to wrap that into next project round!
Alexis Molinari (she/her) LCFM
01:26:46
Does market placement play a big factor into this data? how so? Do most market managers focus on placing new vendors in more visible/higher trafficked areas? or is the focus on placing core/consistent vendors in higher trafficked areas?
Rebecca Landis
01:27:22
Generally new vendors will get the less valuable space because of seniority.
Rebecca Landis
01:27:40
But a good display effort can overcome any placement.
Rachael Ward, FMC, OFMA board
01:27:45
@Kelly, got it. Are there markets here that already ask these questions of your vendors when they leave?
Amanda Pastoria
01:28:42
I feature new vendors in a high traffic area their first day and promote them on social media. The following weeks, they are moved to a different location.
Rebecca Landis
01:29:12
Social media help that Amanda mentions is an important support.
Teri Anne Finnerty
01:29:25
We try to put new vendors by an older vendor to help encourage them. Also refer them to the Small Business Development Center for guidance.
Melissa Hasart
01:30:03
Placement depends on Seniority, when application came in and if they have a prepaid season pass. We do talk up new vendors during live radio broadcast and on social media
Lisa Hall (she/her) Montavilla Farmers Market
01:30:14
I’ve heard from new vendors this year that no sampling was hard for their sales
Ashley Todd
01:30:36
With the caveat that our market is small and year round: we just put them in the spot we’re replacing for - so if the baker leaves, the new baker gets their spot. It seems to work well for shoppers and vendors. Shoppers find the thing they’re looking for where they’re looking for it, and some new vendors get to kind of ride on the coattails of their predecessors.
Kelley Villa (Arizona)
01:31:27
I have heard that some vendors that refused to wear masks won't be invited back until the pandemic is over, and even then...
Kelly Crane
01:31:47
@Ashley, That is such a smart and interesting customer-focused approach! Do you get any push-back from your “veteran” vendors?
Rebecca Landis
01:32:00
Space will affect what we do. No space for new at Corvallis, and we’ll invite them to Albany.
Rebecca Landis
01:32:15
Vendors who stopped out and got vaccinated are asking to return.
Kelly Crane
01:32:31
@Lisa, oh man, yes! Building a value added clientele at market w/o sampling must be sooo hard!
Lisa Hall (she/her) Montavilla Farmers Market
01:32:43
We are doing a beginning farmer fee that is half of our normal stall fee to try and give some extra support
Ashley Todd
01:32:43
@kelly: not really! They mostly like being in the same spot all the time, and being consistent about that.
Kelly Crane
01:33:06
@Lisa what a lovely idea!
Rachael Ward, FMC, OFMA board
01:33:21
Love the idea of a smaller fee for new vendors Lisa!
Kelly Crane
01:34:00
@ahshley, that’s a really smart strategy for a market who has enough vendor interest to ,maintain a really consistent product mix at market!
Melissa Hasart
01:34:14
We had a few vendors who withdrew their applications due to the no sampling.
Vonda Peters
01:35:50
Promotion of those extras: music, cooking demos...
Lisa Hall (she/her) Montavilla Farmers Market
01:35:53
Recruit by really advertising the programing and music that would also come back
Eileen, The Dalles FM
01:36:15
Have more promotions, music, kids activities
Rebecca Landis
01:36:21
We have alienated a few parents, but getting PoP back will help.
Melissa Hasart
01:36:27
I believe by being able to include the entertainment and all the fun stuff back in!!!
Rachael Ward, FMC, OFMA board
01:37:29
I think there's also some hope that once we've hooked the "casual" customers on local food the better taste and safety aspects will keep them coming back naturally
Rebecca Landis
01:38:12
Yes, and the bored people.
Kelly Crane
01:38:21
@rachael, that’s such a good point! We DID gain some customers too!
Kathy Zeman
01:38:47
In MN, we're focusing on keeping all the new COVID-19 customers - esp. the ones w/ online markets.
Melissa Hasart
01:39:47
We really played up the safety factor of farm direct of our no touch market.
Kelly Crane
01:40:04
@kathy, haha! It wouldn’t be a farmers market call without at least one animal noise!
Kathy Zeman
01:40:14
Kelly - thank you so much for letting us join your session. Learned a lot. Thanks from Minnesota!
Ari Rosner (he/him)
01:40:41
To clarify, 30 farmers markets had online markets, but most of those continued to be open as physical markets.
Rebecca Landis
01:41:31
We are moving forward for now and would LIKE to continue, but we are still struggling to get it to a level where we can justify.
Ari Rosner (he/him)
01:41:52
We'll be ending our online market (Whatsgood app) soon due to low sales. They peaked in May 2020, and fell off steeply afterwards.
Kathy Zeman
01:42:28
All our MN FMs with online platforms are operating at a loss; covered by grants :-/
Teri Anne Finnerty
01:42:30
I just encouraged everyone to join, only a couple did, but they are the younger vendors and that lifestyle to order online is a part of their lives. I think we need to continue providing the service because it does provide an opportunity for younger people to get involved.
Vonda Peters
01:42:55
Would be great to have some OFMA provided promotional nuggets (social media) to focus on retaining and building customer base for safe, local food... you found us during the pandemic... stick with us for freshest food... ?
Jessica Love
01:43:12
We will not be using What's Good again. We only had a handful of vendors participate and had like one order a day.
David Salerno Owens ~FMF~ (he/him/his)
01:43:13
thank you all for all this information!
Alexis Molinari (she/her) LCFM
01:43:23
Thank you!
Rachael Ward, FMC, OFMA board
01:43:25
Love that idea Vonda!
Katie Furia
01:43:28
Fantastic webinar and really, really good data. Thank you OFMA!
Ashley Todd
01:43:38
Thank you!
Amanda Pastoria
01:43:39
Thanks everyone! Good stuff!!
Kelly Crane
01:43:43
@Vonda, yes what a great communications idea!
Shelby Meyers
01:43:47
Thank you so much!
Sonia Reagan - Clatskanie
01:43:50
Thank you all!
Teri Anne Finnerty
01:43:51
Greatly informative! Thank you.
Melissa Hasart
01:43:54
Thank you all for your hard work!!!!
Lisa Hall (she/her) Montavilla Farmers Market
01:43:57
Thank you!
Kelly Crane
01:43:59
Thanks everyone!!!
Rebecca Landis
01:44:06
Thank you. This was great!
Lynne MacIntyre
01:44:06
Great job, thanks!