5: 4,. j 2, 2;, .,

 

 

 

rt.

1

UBRAPY
UHganSHfle

0‘. ,r. '3.
UMquhy

 

 

PLACE IN RETURN BOX to remove this checkout from your record.
TO AVOID FINES return on or before date due.
MAY BE RECALLED with earlier due date if requested.

 

DATE DUE DATE DUE DATE DUE

 

/
”ODS Wyn;

“"(.

F\

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2/05 mlClTRC/DatoDueJndd—pds

 

FARMERS' MARKETS AS A
CATALYST FOR URBAN REVITALIZATION

A "Plan B” paper in fulfillment
of U.P. 898
Professor Keith M. Honey. Advisor

Robert W. Varney

School of Urban Planning
and Landscape Architecture

Michigan State university

June 1979

Table of Contents

 

introduction

Benefits of Farmers' Markets
1. A More Efficient Use of Land‘
2. Street AtmOSDhere:
3. Increasinn Farm Incomes
h. Attraction of People to the Downtown
5. Education
6. Choice, Price, and Quality;
7. Recreation

R. The Market As an Urban Symbol and Experience
Maximizing the Benefits
Conclusion

Appendices
1. Funding Alternatives

2. Survey of Community Action Agencies}

Introduction

 

Farmers' markets have been an integral part of America's
economic. social, and cultural environment since our colonial
days. It seemed almost every town, large and small. had a
building or outdoor space where farmers could sell their goods
at specific days and hours. Often the community's vitality
was judged by the amount of activity at the marketplace. The
market was almost always located in the center of town, and
many markets were housed in two-story brick buildings with the
court house above and the market below.

Markets reached their peak in the late 19th and early 20th
century. Most large cities had a large central market and
several satellite markets in the neighborhoods which met the
needs of each ethnic community. Baltimore had 10 markets at
one point.

Suddenly these markets began to decline. Technological
improvements in transportation and refrigeration. increased
land prices. increased food and health regulations. suburbani-
zation, and the rise of convenient supermarkets all played a
part in this decline.

But now the market is making a comeback. Although theo?
retically it is still an inefficient system of marketing due
to economics of scale and an unproductive source of revenue
for downtown land (low rents), the market now seems to be

injecting life into cold, sterile downtowns. Few individuals

I

or organizations realize jost how many benefits result from an
urban farmers' market. This paper is an attempt to identify
and analyze these benefits and to show that working toward
maximizing these benefits can result in urban revitalization.

Much of my data for this paper was collected from informa-
tion in the files of the farmers' market project here at Michi-
gan State University. I supplemented this with independent
bibliographic research. field and mail surveys. and telephone
interviews.

Potentially they can fulfill a great variety of urban
needs: a more efficient use of urban land. creation of a
”street atmosphere". the attraction of people to the downtown.
greater choices. lower prices. and higher quality goods for
the urban poor. higher farm incomes. and increased employment.
education. and recreation.

It is my contention that. unlike many other community
development projects. farmers' markets meet several goals of

redevelopment agencies and other organizations.

Benefits of Farmers' Market;
1. A More Efficient Use of Land
There presently is a great deal of vacant. unutilized or
underutilized space in our nation's cities.1 When markets are

located in a city's central business districts they can utilize

 

1Bennett Harrison. Urban Economic Developmm t(Washington.
D. C.. The Urban Institute. 197 75). pp. 121- -125.

urban spaces in a more efficient manner.

Many markets use public or private parking lots on days
and hours when they are not in demand (i.e. early morning before
the business opens. or late in the afternoon or on Saturday
when the business is closed.) Cincinnati actually blocks off
two city streets. Saginaw puts up a tent in a downtown park.
Other spaces include wide sidewalks. church and school yards
(church land is under-utilized 6 out of 7 days and school yards
are unused over the summer). parks. and vacant warehouses. or
railroad depots. The City of Ypsilanti. for example. plans to
put a farmers' market in an old vacant railroad warehouse and i
has committed $30,000 of Community Development Block Grant money

to pave a parking area between the warehouse and a line of local

stores and shops.

In all of these cases. the choice of a site was based on a
combination of land rent. location. site size. climate. number
of months the market will be open. and access by farmers and
consumers. Once the market is in operation. access seems to be
a major problem. especially parking. Failure to give this fac-
tor adequate attention can severely limit the success of the
market. Besides parking. mass transit and proximity to resi-
dences should be considered. For example. in an effort to
discourage automobile use. the organizers of Greenmarkets. a

series of farmers' markets in New York City. selected sites

which were accessible by foot and public transportation and
thereby. they felt. minimizing air and noise pollution and
vehicular congestion attributable to the markets. The charts
on the following pages indicate that most market patrons walked

to the union Square and 59th Street markets.

Multiple Use

 

Many market structures can accommodate many community
activities in addition farmers' markets. By increasing the
structure's use one is increasing the benefits of that struc-
ture which in turn increases the level of support.

Meridian Township's 70' x 40' recreation pavilion is an
excellent example of multi-use. While a farmers' market is one
of the major uses of this structure. the building was planned
so it could accommodate picnics. ice skating. art displays. a
teenage center. a community center. dances. fund-raising events.
barbeques. concerts. drama. auctions. flea market. senior citi-
zen activities. flower shows. scout activities. and ethnic
festivals.

With so many potential uses. the pavilion was supported
by this long list of groups;

Haslett Community Church

Haslett Youth Recreation Association

Okemos Barn Theatre

League of Women Voters

Haslett Music Boosters

Americquegion Post - Haslett

Okemos Community Child Study Club

Haslett Schools

Girl Scouts

Friends of Historic Meridian
Friends of the Haslett Library

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

case; an ape; :;;
>m teamed a;
n r .
0 cm ma mm o n- -- o m mm mm oH
>02
. N
m am am am e -- m -- s as mm 0
>02
m as ea mm m -- m . a m as mm m
_ poo
a -- em “H mm a -- a a a we mm mm
ummm
" .
a mm mm ha e -- -- m as om mm mm
umom
. I _
m mm pH ar e -- o m a mm as e
umom
a . r
oflcma->H or fact mm Quad flxmh mam amxgsm exam me2 onaEmm a open
rueomu ozoad tame: mango; 20: baa mam>flps< we owe?

 

 

 

 

 

 

 

aopasm soszmcou umxamscooau
opmscm :oflc:

 

9

mafia oflvmmu>H ax E03 ma

mommmmZQZ ax
nusoz we use: :0:
am oommma mm

as am ea on m m H @m HM m we cue Hm
ma em mm mm m H H mm w u mm mmfi w
m mm N am e m m fl“ w m. mu mxH m

o~s< Hams Ease mam amznsm exam mam: woflasam a

.<<:zmmzo ozone memos Osgooa 20: flaw Ha>ass< so use:

MC

ao>ssm sesamcou
Pmmm<zxmmmu woosum zoom

(‘1

Okemos Womens' Club
OOAOROSO

Haslett Lions' Club
Meridian Garden Club
Haslett-Okemos Jaycees
V.F.W. Post ##098

Okemos Business Association
Community Circle Players
Okemos Garden Club

Boy Scouts

Haslett Womens' Club
Okemos Senior Citizens
Haslett.Senior Citizens

With many markets operating only one or two days per week.
broadening the structure's use is a wise decision. In this way
the building benefits more groups and individuals. generates
additional income. and maximizes support for funding. Hope-

fully more communities will use this strategy.

2. Street Atmosphere

 

A key benefit which is unmeasurable but should not be over-
looked is the vitality which a market generates. When the market.
is open. the area is alive with people shopping. strolling. and
talking. The atmosphere is friendly and cheerful. The fruits
and vegetables add color to an otherwise drab downtown of
brick. concrete. and pavement. Shopping at the market is often
more of a family project than doing the weekly food shopping at
the supermarket.2 Occasionally bands are hired to play at the
market. which creates a carnival atmosphere. Quantifying this
benefit is probably impossible but its relative importance

should be given substantial weight.3

 

2
See Lansing Survey results.

3See Jane Jacobs. The Death and Life of Great American
Cities (New York: Vintage Books. 1961).

3. Increasing Farm Incomes

 

With steadily rising taxes and continued pressure
for develOpment around urban centers. the preservation of
prime farmland is a serious problem. Urban farmers'
markets serve as an outlet to small and part~time farmers
in the region. making farming more profitable and supple-
menting rural incomes. Profits go directly to the farmer.

eliminating the middleman.

In addition. this income stays in the local economy.

so other local enterprises benefit as well.

With the energy crisis becoming more problematic.
the increase in regional self-sufficiency which the mar-

ket promotes may in the future become even more significant.

u. Attraction of People to the Downtown

 

The attraction of people to a farmers' market and thus
to the downtown when it is located there is probably the most
significant benefit from a bureaucratic point of view. More
and more cities. chambers of commerce. and Merchants' Associa—
tions are realizing this potential and have actively worked to
establish farmers' markets in close proximity to downtown
businesses. Ypsilanti. Alpena and Mt. Clemens. Michigan are
Food examples. Members of Depot Town. an organization of resi-
dents and business persons who are trying to restore and revi-
talize an old neighborhood in Ypsilanti. are actively supporting
and working to develop a farmers' market in a nearby warehouse.
They feel that the market will draw a significant number of peo-
plo to their neighborhood. It is hoped that these people will
"discover" the shops and stores in their neighborhood. thus in-
creasing sales and eventually the value of their property.

Other cities which have realized this attraction power in-
clude Wilkes-Barre. Pa.. Batavia. N.Y.. New York City. Platts-
burgh. N.Y.. Jamestown. N.Y.. Raleigh. N.C.. Lansing. Mi..
Harrisburg. Pa.. and Lancaster. Pa.

In many cases city officials make these statements with
no data or evidence to back them up. Therefore I have gathered
some important data which indicates that farmers' markets are
perceived as people-generators by several cities and in some

cases can increase sales in the area.

First. I looked at who is sponsoring farmers' markets and
what the interest of the organization is. From data in a study

of 32 New York State farmers' markets by Pease and Eiler of Cor-

nell. I compiled the following tableau
Sponsor i of markets
Community Action Agency 3
Cooperative Extension Service 1
Chamber of Commerce/Merchants' Assn. 12*
Private individual 3
Growers' Cooperative 3
Town/city 6
Historical Association 1

Market authority 3

*These data imply that local Chambers of Commerce.

downtown associations. and mall merchants view the

market as an attraction and a form of promotion

for the downtown shopping area.

Secondly. I looked at the location of farmers' markets.
In the same study it was found that seventeen of thirty-two
markets are in downtown shopping areas. even in cities of over
one half million population. An additional four are located at
suburban malls. Thus two-thirds of the markets in New York
State are in close proximity to retail stores. This indicates
a strong relationship between farmers' markets and surrounding
businesses.

Thirdly. I looked at traffic counts of automobiles enter-

ing the market. This. of rouse. does not count walk-ins.

bicyclists. or people who used mass transit. so it understates

 

“Richard Pease and Doyle Eiler. Farmers' Market Return
(Ithaca. New York: Dept. of Agricultural Economics. Cornell
University. April. 1976.

the number of customers. The following account was a report
from the Raleigh. N.C. market (which is fairly large).

"The retail business has been booming. By official

count an average of over 2.500 vehicles entered the

market on Friday from 5 a.m. to 5 p.m. and over

3.600 on Saturday from 5 a.m. to 6 p.m. with a high

of 1.300 during a 2-hour period."
Many other cities have also reported high traffic volumes.

A 1971 Lansing Planning Department study indicated that
many patrons of their market were making single-purpose trips.
Unfortunately this market is located on the fringe rather than

in the core of the CBD and therefore is an automobile-oriented

 

market.
Trip purpose fi
Single purpose 72%
Multi purpose 28%
CBD oriented 8%

They concluded that "since 72% of the total respondents
made a single purpose trip to the City Market. it is an obvious
major attraction. The per cent also shows that the potential
exists to'draw more interests toward a multi-purpose trip. More
specifically. the downtown could receive this potential increased
patronage. Also. the fact that approximately 30% of all multi-
purpose trips were to the downtown is indicative of a potential

drawing power in relation to the downtown area."u

 

SLansing Planning Department. Patron Survey. November.
1971. p. 3.

 

Fifthly. I examined evidence of sales increases in surround-
ing businesses. There were reports of sales increases in Wilkes-
Barre. Pa. and the State of Montana. but there was no explanation
of how these results were determined. I contacted Larry Alexander
of the Downtown Idea Exchange in New York City about this matter
and he said that to the best of his knowledge there has been
no research at all on this spinoff effect. He included the
markets' effect on property values. increases in sales for
surrounding businesses. and the stimulation of downtown revita-
lization in general.

After a great deal of searching and calling. I can identi-
fy only a studies related to the economic spinoff effect of
farmers' markets. The first was the Plattsburgh. N.Y.. study
which I discussed previously. It showed that .73% of the mar-
ket cuStomers shopped at other downtown stores.

A similar survey was conducted in Syracuse. N.Y.. which has
an open-air. So-stall market in its downtown. A survey of
market patrons showed that h7% of those interviewed did not
work downtown and 75% of those people had either shopped in a
downtown store before coming to the market or intended to do so
after visiting the market.

A Batavia. N.Y.. survey by Bonnie Cohen of the Chamber of
Commerce did not provide any useful information. Only one of
seven businesses noticed an increase in sales on market days.
Unfortunately. only seven out of 35 businesses responded to

the survey. and I do not know the type of businesses that

responded and their location relative to the market.

Thanks to Barry Benepe. Director of Greenmarket. I was
able to examine data from a survey of businesses surrounding
the open-air farmers' market at 59th Street and Second Avenue
on the east side of Manhattan. The market is located on a
small city-owned lot between a relatively high density. middle
and upper income residential community and a busy shopping dis-
trict. In 1976 two surveys of local businesses near the market
were conducted. I have summarized the results in the following
table.

RESPONSE TO GREENMARKET FROM LOCAL BUSINESSE§

July 31, 1976 N0V._l1l 1976

1. Number of businesses 27 33
surveyed

2. a. Had heard of Greenmarket 90% 85%
b. Had not heard of Green—

market 10% 15%

3. a. Approved of the market 60% 85%

b. Disapproved of the market 20% 6%

c. No opinion 20% 9%

h. a. Reported economic benefit 25% h0%

b. Reported economic harm u% 3%

c. No effect 71% 57%

5. a. Wanted it back next year -- 79%

b. Did not want it back —— 6¢

c. No opinion -- 15%

Several points should be noted. First. for some unknown
reason only 12 businesses were included in both surveys. This
seems rather odd to me. especially since the second survey is

much more favorable to the market.

Secondly. there were no questions as to why the businesses
disapproved of the market.

Thirdly. there was no question regarding the amount of
economic benefit.

Fourthly. responses were not analyzed relative to location
or type of business.

Finally. the survey did not ask for suggestions as to how
the market might be improved (different location. hours. days.
etc.).

Thus. while the Greenmarket studies give us a rough idea
of the attitudes of local businesses. they leave out valuable
information.

Since the previous studies offered so little detailed
information concerning the spinoff effect of farmers' markets in
downtown areas. I decided to complete three case studies. With
the assistance of Scott Ramsey. a student intern. I surveyed
merchants in 3 Michigan communities to determine their attitudes

about farmers markets. The following pages summarize our find-

ings.

10.

ll.

13.

SUMMARY 01“ RI? SPON SE8

 

(In Percent)

Question
Know about the market a) Yes
b) No
Approve of the market a) Yes

b) No
c) No Opinion

Active support in a) Yes
planning stage b) No
Increased sales a) Yos
b) No

C) Not Sure

Increased property a) Yes
value b) No

c) No Opir on

Adverse effect a) Yes
b) No

C) No t S urc

Change days of week a) Yes
in) NC)

c) No Opinion

Present location a) Yes
desireable b) No

c) No Opinion

Owner/manager patro- a) Yes
nizes.markct b) No

Employees patronize a) Yes
market b) No

Continue market next a) Yes
year b) No

c) No Opinion

Subsidy if needed a) Yes
b) NO

c) No Opinion

100%
0
85

9

6
30
7O
12
49
39

0
55
45
3O
55
15
18
61
21
66
29

5
73
27
85
15
85

3
12
12
55
33

Saginaw

91%
9
93
2
5
27
73
24
34
42
20
41
39
5
73
22
12
56
32
81
12
7
85
15
85
15
95
O
5
44
37
19

Jackson

97%
3
94
O
6
35
65
26
39
35

5X3;

\ O.
2 5
so

82

SUMMARY AND CONCLUSION

A percentage summary of responses to the survey, plus a

‘weighted average of the total sample, are portrayed on the
following page for the reader's perusal. Some observations and
generalizations on these statistics, however, are necessary at
this time, and are as follows:

1.

MERCHANTS OVERWHELMINGLY LIKE DOWNTOWN MARKETS

The survey confirmed beyond a shadow of a doubt that

businesses supported the market in their respective commu-
nities. Consider the following:

91% of the businesses questioned approved of the
market

nearly 85% of the merchants said both they and
their employees patronize the market

91% of those surveyed wanted the market to con-
tinue for another year

a substantial number of businesses wanted the

market to expand its operating schedule to
two, three, and even five days a week.

74% of the businesses surveyed in Saginaw would

favor a subsidy for the market if it were not
breaking even.

The figures strongly indicate that farmers' markets in

the downtown areas we surveyed are very popular with the nearby
business community.

THE FARMERS' MARKET DOES INCREASE SALES

Twenty-one percent of the businesses reported increases
in their sales which could be partially attributed to the
farmers' market. Although most of these businesses could not
quantify this increase, some were able to and estimates of
their sales increases ranged from 1% to 40%.

It's interesting to note that 39% of the businesses sur-
veyed were not sure one way or the other about their sales
increases. This leads us to speculate that some of these
"not sures" may have in fact experienced a rise in sales
volume due to the farmers’ market, but were either unwilling
or unable to verify it. Some merchants feel that while.the
market does not noticeably increase sales on market days, it

l

makes the residents more familiar with and concious of down-
town businesses. Thus the economic spinoff may be distributed
over the course of time, even when the market is not operating.
We suggest, nevertheless, that market sponsors get merchants to
study their sales receipts to try to discern the effect of the
market on their businesses.

SALES'POTENTIAL

Even for those businesses who reported no sales increase
attributable to the market,there is little denying that a far-
mers' market does attract potential customers. It is up to
these businesses to devise ways to capture this clientele. In
fact, one business we surveyed advertised a number of "market-

day special" sales items, and we feel that this type of pro-
motion would work reasonably well.

WHICH BUSINESSES ARE MOST AFFECTED?

More specifically, we also wanted to find out what types
of businesses benefitted most from the market. The kinds of
stores that turned up repeatedly on the sales increase list
included clothing, jewelry, arts/crafts, furniture, and sport-
ing goods stores. If a generalization can be made here, it is
that these stores are all "occasional purchase" outlets in a
middle-to-high price range that usually require browsing around.
Perhaps a connection could be made with the farmers' market
shopping because it is often a husband-and-wife affair that
also requires some browsing. Since we are not marketing ex-

perts, all these observations must be considered speculative
in nature

LOCATIONAL CONSIDERATION

It should be noted that the businesses adversly affected
in Brighton were those relying on a high turnover. These
included a barber shop, a beauty salon, a bar and a dry clean-
ers. These merchants felt that they lost business on market
days because spaces normally reserved for their customers were
often taken up by market patrons. In Jackson and Saginaw ad-
verse sales effects were reported by flower shops who competed
with vendors on market days. We encourage these businesses to
set up a stall on market days to sell their plants and flowers.

In addition, we found that those businesses locate closest
to the market tended to be the most affected by it. In Jackson,
for example, seven of the eight businesses reporting sales in-
creases as a result of the market were located les than a half
block from the site. In Brighton, however, those business
most adversely affected by the market were those in close

proximity to the site whose parking had been used by market
patrons.

f

MERCHANTS NEED TO GET INVOLVED IN THE PLANNING AND SET-UP OF
THE MARKET

 

Our survey experience indicates the business community
should be well represented and involved in the planning of the
market in order to minimize or eliminate alltogether any possi-
ble adverse effects. In Jackson and Saginaw, this appeared to
be the case. Jackson in particular experienced a high degree
of involvement from businesses in the planning phase of the
market, especially from those merchants adjacent to the site.
In Brighton, on the other hand, we have no evidence that any
of the merchants we surveyed sat on the committee that planned
the market (although a few merchants felt that they were being
represented). The problem that developed in Brighton, of
course, was the parking shortage along businesses adjacent or
close to the market site. We feel that this problem could
have been averted or at least minimized if these businesses 3
had been included in the market’s planning stage.

THE FARMERS' MARKET IS A GOOD PROMOTION FOR THE DOWNTOWN

In each of the three communities we surveyed, the farmers'
market was seen as one of the hetter promotions for the down-
town area. In Brighton, merchants praised the market for its
ability to attract additional traffic into the main street
area, thus increasing sales potential for many businesses.
Although the market in Saginaw was a very small-scale affair
(20 to 25 vendors) a city councilman told us it attrated 85,000
additional people into the downtown. And despite the small
size of the market in Jackson (which probably didn't "pull"
people into the downtown as well as markets in Brighton and
Saginaw), it was more than adequate in serving the need of
the people who work, shop, and live in the area. Perhaps
the best way to put it is that a farmers‘ market can be a

tremendous promotion for the downtown at a relatively low
cost.

But the market deserves more credit than just being a
promotion to induce economic spin~off effects. It also has
the potential to inject some color, recreation, and life into
an otherwise drab environment. The market is not only a place
to shop for goods and produce, but also a place to congregate
and interact with other people in what might be termed a
"social theater." This aspect of the market, we feel, is as
important as any economic considerations, and at least one or
two businesses in each city we surveyed emphasized this

5. Education

 

Educational benefits are somewhat minor but worth mention-
ing. Many residents of the inner city have little contact with
agriculture. My friend's mother, who is a home economics tea-
cher at a Massachusetts high school, told me that one of her
students was shocked to see what a potato looked like. "That's
what a potato looks like?" he said. "I thought they came like
they do in the box!"

Another form of education is the communication between the
people at the market. News is shared. I once heard a farmer
tell a lady how much rhubarb she would have to buy to make a
pie. This would not occur at a supermarket. In addition, a
hiosk or newsletter at the market can carry new recipes and
preservation tips.

Farmers' markets can serve as a link between urban and
rural citizens because they are put in contact with one another.
The alienated urbanite. for example, can learn about issues from
a farmers' perspective. :This is an important point. considering
the problems of farmland preservation and the energy crisis}.i

Formal education is also possible at farmers' markets.”
They can provide a setting and resources which can significantly
facilitate providing both consumer education for the poor

shopper and marketing education for the poor producer.

6. Choice, PriceLyand Quality

 

There is plenty of data around to support the statement

that consumers perceive the choice, price and quality of goods

at the market to be superior to supermarkets or grocery stores.
Several Community Action Agencies support farmers' markets
because they provide high quality, low cost produce to our

urban poor.

7. Recreation

 

Farmers' markets appear to be a form of recreation for
many peOple, especially the elderly. The following appeared in
a letter I received from the Jamestown, N.Y.. market master:

"The buyers' survey profiled the market as dealing

with a majority who were "over 50". regular shoppers.

and who lived in the city. There are two senior citi-
zen high rises near the market and many of our daily
customers came from them. As the summer wore on, we
became an important part of their lives as they found
friendly talkative growers willing to give them per-
sonal attention."

Markets could also be perceived as a form of recreation

for families.

8. The Market As An Urban Symbol And ExPerience

Perhaps the most significant benefit of a urban farmers’
market is it's symbolism. Pamela Marshall De Weese of Wayne
State University included this in her study of the social struc-
ture and functions of Detroit's Eastern Market. Two of her

quotes are worflxrepeating. First. a New York Times article with

 

the title. "Once Blighted Area is Thriving" goes on to explain:

"An ancient farmers' market in the core of Detroit.
gripped by a fever in what only a year ago was a
decaying area. probably doomed to the bulldozer. has
been turned into the brightest. most vigorous de-
velopment in the city." (3-3-72)

 

“Pamela Marshall DeWeese. The Detroit Eastern Farmers'
Market: Its Social Structure and Functions (Wayne State University.
November 1975. p. 17).

Detroit City officials consider the Eastern market as con-
crete evidence of revitalization. Mayor Gribbs of Detroit
praised the market in this way (Free Press. 11-6-71)

Buildings have become old, ugly, and worn. neighbors

have closed their doors to each other.... apathy has

overcome attempts for community betterment. But

things are turning around at the Eastern Market.....

a new face and a new spirit are taking form... an

invigorating rebirth in ghe core city.... the ideal
formula for city growth.

The urban experience at a farmers' market is favorable.
PeOple perceive markets as a friendly and safe place. It also
offers diversity with a mingling of people of different ethnic
and economic backgrounds.

A farmers‘ market project can also be important in a par-
ticipatory sense. First. an attempt to organize a farmers'
market can improve the quality and processes of involvement in
community-wide decision-making. particularly for the benefit
of limited resource persons. The project in most cases is
relatively simple. which means that persons can participate in
planning and implementation without threat of failure.

Secondly, a market project can help bring various agencies
together to work toward a common goal. Success may encourage

these agencies to work together more often in the future.

Maximizing Benefits
The way to maximize benefits resulting from urban farmers'
market is extremely simple -- to maximize participation by the

various interest groups who might have an "interest" in the

 

 

market.

groups and their goals.

AGENCY

1. CAA

2. Chamber of Commerce.
Merchant Assns. & in-
dividual merchants

3. Cooperative Extension
Service

h. Consumers

5. Historical Groups

6. Vendors
7. City/County Govt.

A property

The following is a chart of the most common interest

GOALS
increase self-sufficiency

help the poor

increase sales

consumer education

support of agriculture

high-quality, low-cost food

entertainment

social interaction

historic preservation,
adaptive re-use

sell goods

all of the above

organized farmers' market can help meet all

of the above goals if each interest group is recognized and is

encouraged to participate in the process of market formation.

Almost all of the problems concerning farmers' markets can

be traced back to a lack of involvement.

For example. a CAA

in Providencethode Island complained to me that the city mar-

ket is not accessible to low income people who have transporta-

tion problems.

If a CAA member had been invited to sit on the

market committee, the concerns of the CAA would have been
understood, with the possibility of corrective action. If the
market were located on a major bus line or located adjacent

to a low-income neighborhood. this problem would be solved and
the market would receive support and assistance from that

agency.

Conclusion

 

Many downtowns are deserted. They have no life. The re-
newal of interest in urban farmers' markets could be a very
enriching experience for the American city. Pctentially it can
fulfill a great variety of urban needs: an unstructured social
environment. a more efficient use of space, high-quality, low-
cost foods, the attraction of huge crowds. increased education
and recreation. and a symbol of hope for the community.

These needs can best be met through a concerted effort
whereby all interests participate in the organization and
operation of the market. Political. financial, and technical
assistance will then be maximized and mistakes can be mini-
mized.

Considering the energy situation. we can eXpect an increas-
ed concern for regional self-sufficiency. Urban farmers' mar-
kets is one way to increase self-sufficiency, so I feel that

markets have a future in our society.

As markets continue to pop up and grow in the future. I
expect that people will pay even more attention to the poten-

tial benefits that farmers' markets can bring to city residents.

Selected References

Alexander, Larry, Telephone Interview, Downtown Idea Exchange, N.Y.,

--_.. _-.__

N.Y., November, 1978.

American City Corporation, Minagement letter Cont taining Findings and Recom-
mendations Based Upon the Operational LAna_ysis of the Broad Street
Market in Harrisburg, Pennsylvania October 31,1977.

 

 

 

 

 

Benepe, Barry, Telephone Interview andL Materials _RL1ated to Greenmarkets

~-.-. .._~—

in N. Y. C., October, 1978.

 

 

Bjergo, Dr. Allen, Organizing a Farmers' Market, Cooperative Extension
Service, Montana State University, April, —l976.

 

Burke, Padriat, "Reviving the Urban Market: Don't Fix It Up Too Much,"
Nations' Cities, February, 1978, p. 9.

 

Czapiewski, Robert C., Iglephone Interyiew, Community Food and Nutrition
Program, Community Services Administration, Washington, D.C., Novem-
ber 27, 1978.

Cohen, Bonnie J., Personal Letter and Materi_a1, June, 1978, Batavia, New

York (market coordinator).

DiMuzio, Dennis, Personal Interview, Department of Development, Cincinnati,

._.—._ -W -_--_-‘_._.

Ohio, November 20,1978.
Ferguson, Joel?:ELUHHBEELJF}EIX£9W~ November 28, 1978.

Hill, Gerald, Clinton County_r1rm‘rh M”Tk?,
date).

t, Plattsburgh, New York (no
Lansing Planning Department,_Parrona§urvey, November, 1971.

Lansing Planning Department, Ifie‘ImpsipgwMungegyfiLlkmfgnijflagbb 1968.

Lippa, John, Materials and Newspaper Articles Related to the Broad Street

”h. m-..

 

- .-—h_r‘m -— _-—§- '-\_

Market, Harrisburg, Pennsylvzinia, October, 1978.

 

Mullin, John R., Personzll Intgfxiews, Department of Landscape Architecture

and Regional Planning, University of Massachusetts, Amherst.

, Organ1cL Gardening_ and FarmingL Newsletter, Emonaus, Pennsyl-
vania, 1976.

 

Pease, Richard L. and Eiler, Doyle A., Farmers' Markets Return, Department

-. 0m

of Agricultural Economics, Cornell University, Ithaca, N. Y. , April,
1976.

 

Satterthwarte, Ann, "The Rediscovery of Public Markets As Nuclei of Neighbor—
hoods," AEEEiffifiulpfifjfpfiflelAffhjfgfff Journal, August, 1977, p. 46.

Shabecoff, A1ice, TFJFRHQHP-JHFFIYISW~ Office of Neighborhood Development,

U.S. Department of Housing-and Urban Development, Washington, D.C.,
November 27, 1978.

Stachwick, George T., Personal Intervigwg, Agriculture and Marketing,
Cooperative Extension Service, Michigan State University. '

Stewart, J. A., Personal Letter and_Matgrials, October, 1978, Syracuse,

“ _._..--.

N.Y. (market coordinator).

 

Stonehouse, George, Iglephonengterview, Department of Housing and Redevelop-

n—H_p_-—_

ment, Lansing, Mich., November 27, 1978.

 

-‘IWLMP

1978 (market manager).

Zehner, Mary, Personal Interviews, Agricultural Economics, Cooperative
Extension Service, Michigan State University. ' ‘

 

APPENDIX

FUNDING ALTERNATIVES

 

The source and amount of funds for a farmers' market pro-
ject usually have a significant bearing on the eventual success
of the market. Therefore. I have conducted research on funding
alternatives for farmers' markets and have included examples

as often as possible.

City Capital improvements Program (CTP)

 

Most communities have a Comprehensive Development Plan to guide decisions
concerning the future physical growth of the city. To totally realize the
objectives of this plan, the city must spend public funds over a period of
years. The technique of scheduling these funds as they become available is
referred to as a "Capital Improvements Program." The scheduling of funds
is based on a series of priorities according to the need, desire, or impor—

tance of such improvements and the city's present and anticipated financial
standing.

Public improvements may be financed by a general operating budget, municipal
bonds, federal revenue sharing, contractual arrangements, special assessments,
state and federal programs, and private donations. This section will focus

on the first three methods, while the others will be covered in other sec—
tions of this chapter.

The general operating budget is based upon anticipated revenues for a par-
ticular fiscal year from property taxes, fines, contracts, and other sources.
federal revenue sharing funds are often included within the general operating
budget. The money is then allocated to the necessary expenditures for city
government, local improvements, and bond payments with the remainder devoted
to capital improvements. Obviously the availability of general funds will
vary from year to year, but they remain the major form of CI? financing.

The Lansing, Michigan Municipal Market is an example of this type of finance.

In l975 the city used $400,000 in city federal revenue sharing funds to reno—
vate its market.

Bonding is another major method used to finance CIP projects. There are two
types of bonds: general obligation bonds and revenue bonds.
General obligation bonds are often used to finance projects which do not

generate revenue (firehouse, park, etc.) and must he paid from city funds,
often resulting in a property tax increase.

Revenue bonds are used for projects which are selfdliquidating in that the
bond will be paid solely by the income generated by the facility. A farmers'
market or parking lot could be financed in this manner.

Each city with a Capital improvements Program requires that a process be
followed which leads to an eventual ordering of priorities. It is important
that the sponsors of a farmers' market follow this process and campaign to
have the market recognized as a strong need and desire of the community.

Economic Development Administration (EDA)

 

The Economic Development Administration is an agency of the U.S. Department
of Commerce. EDA was established to carry out the provisions of the Public
Works and Economic Development Act of 1965, as amended (Public Law 89-136),
which authorizes the Federal (lovernment to participate with states and local
communities Lfllikimfllfliflifid”girini growth and to create nengob gpportunities.

Assistance is provided in the forms of public works grants and loans, loans
and loan guarantees to private firms, and technical assistance grants. His-
torically the EDA has concentrated on problems in rural areas, but it has
recently intensified its efforts in urban economic development. Chances are

that this trend will continue, with emphasis in areas suffering from substan-
tial unemployment.

EDA has several programs which may aid in the development or enhancement of
farmers' markets: Public works, Business Development, Economic Development

Pl:uu1ing, :uul'feclufltuil Assisn nice. ilu‘ tolltnulng 15%;] britd‘tiescriru hin
of these programs.

1. Public Works (Title 1)

This is EDA's major funding program. it provides grants and loans for
projects designed to generate jobs and stimulate economic growth. The
major constraints are: a) the project must be identified in the county's
overall economic development program (therefore, your first step might

be to have it included); b) the county must have a high unemployment
rate.

 

Potentially eligible projects include those which are designed to help
businesses make use of existing inner-city buildings and to revitalize
central business districts. For example, Seattle used a $1,593,880
Public Works grant to help fund the rehabilitation of its Pike Place
Market (obligated 7/26/77) and Philadelphia received a $663,000 Public
Works grant to improve its wholesale food distribution center (obligated
1/6/77). it also appears that a parking structure which could accommo—
date a farmers' market and serve an adjacent commercial area may be
eligible if the downtown has a severe parking problem.

The key to securing Title l funds is your ability in convincing EDA
that the market is an important component of your economic development
plan, and it will probably have to be presented as a package with other
development, with the total project creating permanent jobs.

Title I funds are the main source of EDA funding which could be used

to construct or rehabilitate a market. However, one should be aware
of the following programs.

2. Business Development

In another effort to create jobs, EDA offers a Business Loan Program.

Once again the projects must be consistent with an area's Overall Economic
Development Program. EDA will finance up to 65% of the fixed-asset re—
quirements for establishing or expanding businesses. In addition to.
direct fixed-asset loans, EDA may provide guarantees for fixed-asset
loans, direct working - capital loans, and guarantees for working —
capital loans. Applicants may be public or private organizations.

Economic DOVQlQRESDEMPlEPPJPB.

EDA is authorized to award grants for comprehensive economic development
planning under Section 302(a) of the Public Works and Economic Develop-
ment Act. Most planning grant funds are used for planning staff salaries.
The planning staffs work with community business leaders to help identify
and overcome impediments to business retention and expansion. They then

recommend priorities for capital improvements and new construction pro-
jects over a certain time period.

 

 

It is crucial to ensure that your market is represented and included in
this process. The market will then he,identified as a component of your
community's economic development strategy, and it will have a better
chance for EDA funding. Furthermore, the staff supported by this pro-

gram can lay some of the groundwork for the construction or rehabilitation
of the market. This opportunity should not be overlooked.

Technical Assistance

 

Projects funded by the Technical Assis ance Program include services,

grants, and feasibility studies to con dinatc human or other resources
vital for economic development. A fariers' market could benefit from

technical assistance to local government and quasi—public bodies such
as economic development corporations (EDC's).

Local Public WorksmpppitfllrDevpjppmcpt”and‘lnvestment_£rggram

__,- ... .. *‘..- --._- -...—._

MeridianTownship in Michigan received EDA funding under this program
to construct an $98,876 recreation pavillion ($70,500 from EDA and

$18,324 township Ecnernl funds). ii is 70' X 40'
facilities. A farmers' market
ture.

and has toilet

is one of the major uses of this struc-
Unfortunately funds for this program no longer exist, but one
should be aware of this program~reappear in the future.

Farmers Home Administratjop_

 

l. The FmHA offers a Community Proyflrim in which they will offer loans to
communities that w:int to in<Hilll (ommunity facilities necessary for
community development. The loans have a )2 interest rate and can be

spread over a maximum of A0 vears. The town's population must be under
10,000.

2. The FmHA also offers a Guartnteed Business and Industrial Loan Program

___.-_i-_.._‘.-..._l-.__.- ---.—_-

in which they will guarantre up to 90/ of the loss of principal and
interest on a loan made through a tonventional lender. Although the
focus is on the private sector, non—profit organizations are eligible.
Market facilities are definitely acceptable. The community's population
must be under 50,000 persons and those under 25,000 receive priority.

 

_N1tional End_owment Wfor the Atts

Under the Architectural and Environmental Arts Program, the National Endow-
ment for the Arts awards grants of up to 30? (usually $l0,000-$50,000) to
finance_2lanning_studjes which attempt to promote alternative solutions to
community design prebfems. Each year there is a theme (City Edges in 1973,
City Options in 1974, Citv Scale in 1075). For example, a plan for a his-
toric district containing a market mav he partially financed by 3 NBA grant.

Historic PreservatQULJfiums_

l. The National Trust for Historic Preservation
a. The National Trust has a (ensultant :Service Grant Program, which
awards small matching grants to member organizations for up to 50%
of the consultation costs aimed at preservation problems. The

largest grant made to date was for $9,000, but there have been over
lOO'grants since 1969.

 

b. A second National Trust Program is the Eatjonal Historic Preserva-
tion Fund, which provides low—interest loans (usually 3/— 4/) to
member organizations establishing local revolving funds. Its pur-

pose is to provide seed monev to help develop local funds.

 

2. FederaT Assistance - (Dept. of the Interior)

Both Federal and State historic preservation funds are distributed by
the State Historic Preservation Officer. They are 50-50 matching funds,
and the local share can come from C. 0. funds.

a. Survey andAplannihg;p:9ject§_— for studies of economic feasibility,
planning activities, etc.

b. Acqpisltion anflnflglghflUTUUlJUTUfIl§_- must he National Register
properties. The city of Lancaster, Pa. received a $400,000 his-
toric preservation grant to renovate its Central Market. It is ’
located in Lancaster's historic Penn Square area. Renovations
were completed in 1976, and that year the project won the HUD De—
sign Award. Residents claim that this market is the oldest con-

tinuously publicly—operated farmers' market in the United States.

c. Tax Reform Act of 1976 (federal legislation) - there is a smal
section (2124) on hfstoric preservation in this act. It provides a
federal income tax break for the rehabilitation of a facility
through accelerated depreciation or amortization over five years
(rapid amortization). To be eligible, the project must involve a
National Register building or district or be regulated by a local

preservation statute (with a design review provision).

 

3. State Assistance

--.— .—..-.—_‘......_.

The State oi Michigan offers aMcqulsiii_on and _development* funuds only

(no survey and planning grants). 'lhe maximum amount awarded is $60, 000.
Not all states offer this, however.Seattle received a SAA,300 historic
preservation grant from the State of Washington for its Pike Place Mar-
ket Urban Renewal Project in 1977.

femgrehensive Empleyjnxmt aDLTmieineJPt '?f 1973 (“ii“)

 

There is a possibility of using federally—funded CETA employees to help re—
duce market costs. Maintenance and secretarial jobs are good possibilities.
Using CETA workers for construction of a facility might be shakey, because

it might take jobs away from labor unions. However, rehabilitation is
usually acceptable. Your city should contact its prime sponsor to see

where they are dishing out the funds (the city itself, the school district,
urban league, etc.); then make a pitch to that organization for CETA workers.
Jobs which involve training will, of course, receive the highest priority.

A recreation building in Genessee County, Michigan, was built almost en—
tirely with CETA funds.

 

 

 

Housing_and Urban Development (HUD)

1. Community Development Block Grants (GDBG) — Title I of the 1974 Housing
and Development Act. (P.L. 93-383), as amended by Title I, Housing and
Deve10pment Act of 1977 (P.L. 95-128). HUD offers block grants to
communities for a wide range of activities. The categorical programs
of Urban Renewal, Model Cities, Neighborhood Development Grants, Public
Facilities Loans, Rehabilitation Loans, Open Space, Urban Beautification,
and Historic Preservation Grants have been replaced by this one huge

flexible program. Local elected officials have responsibility for es—
tablishing priorities and allocating the funds.

There are two basic types of CDBG funds: entitlement funds and dis—
cretionary funds. Metropolitan cities (over 50,000) and qualified urban
counties (over 200,000) are guaranteed an entitlement amount based on a
formula considering population, poverty, overcrowded housing, age of
h(n|sitig S§i0(d(, :uid itrnbflil lzuz.

Discretionary funds are awarded to smaller communities on a competitive

basis. 80% of GDHG monies are earmarked for entitlement grants and the
remaining 20% for discretionary grants.

Use of GDHG funds for markets is definitely acceptable. Ypsilanti,
Michigan is currently using 0000 money to construct a paved parking
area which can be used for local business parking as well as an outdoor
market (and parking for an indoor market should they develop one).

The city of Harrisburg, Pennsylvania bought its Board Street Market from
the Harrisburg, Redevelopment Authority by deducting $300,000 from its

entitlement. The market was recently renovated with one million dollars
in Urban Renewal money by the HRA.

Seattle, Washington used $3,846,936 in CDHG funds for its Pike Place
Market Urban Renewal Project.

Urban Deve[gpmentnActign_§Iant§_(UDAG) - Section 119, Housing and
Community Development Act of 1977 (P.L. 95-128), as amended. HUD
offers an Urban Development Action Grant (UDAG) Program which seeks
unique opportunities where qualifying communities can use Federal funds
to stimulate new or increased private development. These funds can
supplement GDBG grants. About $400 million per year has been authorized
for this three—year program, $100 million set aside for small communities.
The key point in tbe UDAG program is that it requires commitments that
the BIlXflifluffflflf.w'ii participate financially in the project.

Neighborhood improvement Grants

_._- _ _~_- -»——~

This is a new HUD program offefed through its Office of Neighborhood
Development. This program is expected to receive $15 million in 1979
and 1980 each to distribute to neighborhood groups seeking to TQVifniin
their neighborhoods. Since the funding figure is quite low and the
number of neighborhood groups high, a lot of competition can be expected.

I have been assured that farmers' markets would qualify as an eligible
activitity.

Community Action Agencies (CAA's)

The major objective of CAA's is helping the poor. The agency is a tax—
exempt, non-profit corporation with a board of directors of no less than 15
members representing public elected officials, citizen representatives, and

the private sector. Each CAA covers a designated area of one or more
counties. ”

 

CAA funding is tied but not restricted to the Community Services'Administra-
tion (CSA). The CSA provides a steady amount of funds for administration
and local initiatives (community center, food stamp program, etc.). It also
offers additional assistance to CAA's on a competitive basis. In addition,
a CAA may apply for funds from other agencies (Labor, HEW, HUD, etc.). For
example, a Community Action Agency covering 4 counties in Southern Ohio has
a $3.4 million budget with only 7% of the funds coming from the CSA.

Thus one should not overlook Community Action Agencies as a source of
funding and support for farmers' markets.

Small Business Administration (SBA)

Each stall in a farmers' market could be classified as a small business,

and vendors may want to apply for a SBA loan or loan guarantee.
cess goes like this:

1. apply for conventional loan at bank

2. if turned down, apply for a SBA 002 guaranteed loan through the
bank

if turned down by 2 banks, apply for a direct (8%% interest) loan
through the SBA

The pro-

3.

EconomiggDevelopment Corporations Act of 197“. This allows
Michigan counties and municipalities to form a non-profit
Economic Development Corporation (EDC) to obtain land and
construct industrial plants or commercial buildings and lease
or sell the facility at lower cost because construction finan-
cing is obtained from the sale of tax exempt revenue bonds.
These bonds are exempt from all federal. state. and local in-
come tax. The EDC has the power of eminent domain. Revenue
bonds issued by the EDC are payable only from revenues of the
individual project that was financed. The municipality is apt
responsible for the debts of the EDC.

Each municipality may establish one economic development
corporation. If EDC's are organized for both a county and a
city or township within the county. the corporations will main-
tain their separate areas of jurisdictions but may. of course.
cooperate in developing projects. The steps to be followed in
creating an EDC are:

l. A group of three or more persons submits a written
application, including proposed articles of incorpora-
tion. to the governing body of the municipality.

2. The governing body gives public notice of the appli-
cation. inviting competing applications.

3. The governing body holds a public hearing on the
application and any competing applications if received.
Notice of the time and place of the hearing is publish-

ed in a local newspaper of general circulation.

h. The governing body approves one or none of the applica-
tions for permission to incorporate.

5. After the governing body approves an application by
resolution and the resolution is in effect, the appli-
cants must incorporate the EDC as a public corporation.

6. The chief executive officer of the municipality, or
the chairperson of the county board of commissioners,
with the advice and consent of the governing body,

appoints the board of directors.

Presently there are 153 known EDC's in Michigan. It is
estimated that approximately 150 projects have been financed
over the past five years, with a total of $231,650,000 of
revenue bond financing and total project costs of over $2h5,
000,000. Over 5,700 new jobs have been created as a result
of EDC revenue bond financing.

0f the 150 total projects, #6 were industrial projects
amounting to $60.9 million and the creation of 2,01“ jobs.

The other 10“ projects were commercial representing $170,750,000
of bond financing and creating almost 2,700 jobs.

It is expected that “0-50 new EDC's will be created during
1979. .EDC's can be established in counties, cities, and town-
ships and villages. The breakdown is as follows:

Number of cities 77
Number of counties 3h

Number of townships &
villages #2

Downtown Development Authority Act of 1975 (P.A. 197). This is
a tool for use in Michigan by municipal officials and businessmen
of a city, village, or township for revitalization and economic
development of the downtown district of a community.

An authority is controlled by a board consisting of the
mayor or city manager of a municipality plus eight members
appointed by the mayor or city manager and confirmed by the
governing body. At least five of the members have to be persons
having an interest in property located in the district and if
more than 100 persons reside within the district, at least one
of the members must be a resident of the district. Members
serve for staggered h-year terms.

DDA's may acquire buildings, streets, plazas, and utili-
ties -— in short, just about anything as long as the project
will contribute to the economic deve10pment of the downtown
district.

Taxation Powers
DDA's can use two types of taxation. They are:

1. A special ad valorem_tax where the DDA can assess a tax
not exceeding two mills on all taxable property in the
district. (The limit is 1 mill for cities over 1 million
population). The taxes are simply added onto the normal
property tax and are collected by the city. However,
the tax may be used for "Operations" of the DDA only.

This means that the funds can only be used for the

planning of improvements for the downtown.

2. Tax increment financing is another method of collecting

 

revenue. When there is an increase in assessed valua-
tion as a result of a development project, the increase
in revenue is earmarked and is given to the authority.

Bonding,Powers

 

DDA‘s can issue two types of bonds. They are:
1. Tax Increment Bonds

A DDA can issue bonds in anticipation of the collection

of tax increment revenues to finance a development plan.

Since tax increment revenues are only estimated, there

is a high chance of error. For this reason, a municipali-

ty must pledge its full faith and credit as security.

(Remember that EDC's are not backed by the municipality.)
2. Revenue Bonds

DDA's can issue revenue bonds for improvements such as

housing facilities, recreational facilities, parking lots

and structures, convention halls, auditoriums, and other
buildings for public use. These bonds also must be
backed-up by the municipality.

Once a plan has been developed and the methods of finance
have been proposed, the municipality must hold public hearings
with regard to approval of the plan. Once it is adOpted, the
DDA may proceed with implementation. It should also be noted
that DDA's do not have the power of eminent domain. However,

a municipality may condem property for DDA use and then turn

it over to the authority.

Community Action Agencies

 

Community Action Agencies are tax-exempt, non-profit corporations with
a primary objective of helping the poor. Each CAA has a board of directors
of no less than 15 members consisting of public elected officials, citizen
representatives, and private interests. Each CAA covers a designated area
of one or more counties.

CAA funding is tied but not restricted to the Community Services Admin-
istration. The CSA provides a steady amount of funds for administration and
local initiatives (community center, food stamp program, etc.). It also
offers additional assistance to CAA‘s on a competitive basis. In addition,
a CAA mav apply for funds from other agencies (Labor Dept., HEW, HUD, etc.).
For example, a Community Action Agency covering h counties in southern Ohio
has a $3.“ million budget with only 7% of its funds coming from the CSA.

Since some farmers' markets seem to meet the goals of Community Action
'Agencies, I decided to try to determine how many and to what extent CAA's
are involved in farmers' markets.

Mr. Robert Czapiewski, Director of the Community Food and Nutrition
Program of the CSA, sent me a set of address labels for all of the agencies
for whom he provides funding. In January 1979 I designed a short exploratory-

type questionnaire and sent it to approximately 1000 agencies. The questions

were:
1) Do you sponsor a farmers' market?
2) Do you or have you provided funds? if yes, how much and for what
are/were the funds spent?
3) Are/were you involved in another way? If yes, how were you involved?

A) How do farmers' markets fit into the overall goals of your agency?

A sample questionnaire is included in the appendix.

Four hundred and fifty agencies returned the questionnaires for a res-

[Dense rate of 45 percent. Results of the closed-ended questions are-summar-
pzed on the following pages. Note that 13.8% of the agencies indicated that
they sponsor or plan to sponsor markets. In addition, 12.7% have provided
funds and one third of the CAA's were involved in other ways.

In the appendix you will find examples of individual CAA assistance in
the organization and operation of farmers' markets. The following list is
a summary extracted from that information.

CAA Assistance

 

1) Act as general organizers - recruit volunteers, bring in other agencies,
citizen participation
2) feasibility studies
3) Write market proposals
h) Identify potential funding sources
5) Recruit potential vendors
6) Provide staff to work on the project
a) permanent staff members
b) VISTA volunteers
c) CETA employees
7) Help identify a site
8) Obtain permits and licenses
9) Graphics support, signage
10) Advertising - preparation and covering the cost
11) Rent Space for the market
12) Pay cost of a market structure
13) Provide market equipment - tables, etc.
1h) Provide office space and furniture
15) Purchase insurance

16) Pay travel costs

17)
18)
19)
20)
21)
22)
23)
2A)

Allow use of telephone

Duplicating Services

Pay utility bills

Provide paper, envelopes, and other office supplies
Pay market master's salary

Negotiate for food stamp approval

Entertainment and promotions

CAA member serves on market committee

Thus, Community Action Agencies have been providing a great deal of

support to farmers' markets and should not be overlooked.

According to Community Action Agencies the benefits of farmers' markets

 

include:
Benefits of Markets According to CAA's
1) Encourage small-scale, local, home-grown produce
2) Promote economic development - supplements and increases incomes of
. the poor
3) Source of produce for food co-ops
A) Source of high-quality, low-cost food for the poor - farmers' markets
improve poor's accessibility to high quality, low-cost food since
there are so few supermarkets in the central city.
5) An outlet for surplus production by participants of garden projects
6) Help the poor become more self-sufficient
7) DeveIOps a sense of community and builds self-image of low-income vendors
8) An alternative to the supermarket
9) Expand opportunities for people producing crafts
10) Increase a community's or region's self-sufficiency
11) Provide a place to conduct workshops on gardening, canning, etc.
12) Nutritional and consumer education

13)

1h)

15)

16)

17)

Provide a ”learning lab” where volunteers can participate in planning

and implementation of the project without threat of failure.

Eliminate the middleman

Encourage personal development in the areas of

1) Management

2) Nutrition

3) Food preservation

Encourage the self-development of low-income individuals in such areas as
self-understanding, problem-solving, and leadership

When located next to a Community Cannery, the market conveniently provides
low-cost produce to the participants

Markets which are aimed at providing some of these benefits have a 900d
chance of receiving CAA support, and conversely, early CAA involvement will

ensure that many of these benefits are realized.

CAA Involvement in Farmers' Markets
Summary of Survey Responses

 

May 1979
Provideid) Other In-
Sponsor A Market Funds volvement
(B) (C) (0) Number of
State Yes No Plan to Yes No Yes No Responses
Alabama l 6 I 2 6 6 2 8
Alaska 0 2 O 0 2 0 2 2
Arizona 0 S O 0 5 0 S 5
Arkansas 3 I7 l Ii 17 7 1h 21
California 2 18 O 2 18 5 15 20
Colorado 0 8 0 0 8 3 5 8
Connecticut 1 3 0 I 3 I 3 8
Florida 0 I3 0 I l2 2 II I3
Georgia 1 10 O I l0 2 9 ll
Hawaii 2 3 0 l h 2 3 5
Idaho 0 7 0 O 7 I 6 7
Illinois 1 8 0 I 8 2 7 9
Indiana 0 9 O 0 9 I 8 9
Iowa l 10 0 3 8 3 8 ll
Kansas 0 7 0 O 7 3 H 7
Kentucky 1 l0 0 I l0 0 II II
Louisiana 'h 10 0 7 7 9 5 IA
Maine 2 h 2 2 6 7 l 8
Maryland 0 8 0 O 8 l 7 8
Massachusetts 1 ll 2 3 ll 6 8 1h
Michigan I 9 0 0 10 2 8 l0
Minnesota 2 12 0 3 II h 10 1h
Mississippi 2 6 0 2 6 2 _6 8
Missouri 2 5 l 2 6 6 2 8
Nebraska _l 3 O I 3 3 l h
Nevada 0 A 0 0 h l 3 A
New Hampshire 0 5 2 0 7 3 h 7
New Jersey 0 9 0 O 9 h S ' 9
New Mexico I 6 O l 6 2 5 7
“gNew York A ll 0 2 l3 l0 5 IS
iNorth Caroilna 3 20 1 h 20 11 13 2h '
Ohio 0 II I 0 I2 I II l2

i . _ , '
.u. . Js.A—‘..AA .- A. ....-~A.LAV—. u.‘-.A.‘Mu.~.‘.u. . ‘. ._.- .s..-_w‘.AL.a.... .Lfl. _ ._‘

 

 

Provide(d) Other In-
Sponsor A Market Funds volvement
(8) (C) (0) Number of
State Yes No Plan to Yes No Yes No Responses
Oklahoma 0 I2 0 0 I2 I II I2
Oregon 0 8 0 O 8 A A 8
Pennsylvania I IS 0 I IS A I2 16
Rhode Island 0 I 0 0 I I 0 I
South Carolina 0 S I 0 6 2 A 6
South Dakota 0 2 0 0 2 O 2 2
Tennessee 0 IO I I I0 A 7 II
Texas 0 23 2 O 25 7 I8 25
Utah 0 3 O O 3 O 3 3
Vermont I 3 O 3 I A O
\lirginla I 6 O O 7 I 6 7
Washington A I5 0 7 I2 9 IO I9
West Vinflnia 2 8 2 I II I II l2
Wisconsin 0 6 O 0 6 O 6 6
Wyoming 0 l O O l O I I
Totals
A79: A5 388 I7 57 393 IA8 302 A50

Percent of total
number of responses 10% 86.2% 3.82 12.72 87.3% 32.9% 67.I% 100%

 

*There were no responses from Delaware, Montana, and North Dakota

MICHIGAN STATE UNIVERSITY

 

SCHUU'. (ll: URIIAN PLANNING AND IANIISCAI'I- Al“ III'II‘("I'IIRI' EAST IANSING ' MII'III(./\N ' 18821

January 18, 1979

Dear Sir/Madam:

I am presently conducting a research project concerning the enhancement of
farmers' markets in urban areas. This project will produce a guidebook which
will be of assistance to large and small communities that want to enhance or
develop a farmers' market.

Your name and address were given to me by Mr. Robert Czapiewski, Director of
the Community Food and Nutrition Program of the Community Services Administration.
We would like to learn how many and to what extent Community Action Agencies
are involved in farmers' markets. Please take a few minutes to answer the
following questions:

A. Agency name and address

 

 

B. Do you sponsor a farmers' market? _ Yes No

w

C. 00 you or have you provided funds? _ Yes No If so, how
much and for what are/were the funds spent? __

 

H—--

 

D. Are/were you involved in another way? Yes No If so, how
were you involved?

 

 

E. How do farmers' markets fit into the overall goals of your agency?

 

H

 

 

Any information you can provide will be greatly appreciated. Thank you and I
hope to hear from you soon.

Sincerely,

Robert W. Varney ]
Urban Markets Project — (517) 35 3- 5075

Room 212 UP & LA Bldg.
Michigan State University
East Lansing. MI 48824

EXAMPLES OF CAA INVOLVEMENT IN FARMERS' MARKETS

- The CAA of Calhoun, Cleburne and Cherokee Counties Inc. in

Anniston, Alabama sponsors food fairs located in urban church
parking lots. Rental space is free. These fairs have re-
ceived a lot of good publicity and are expected to be even

more effective in the future.

The CAA of Colbert-Lauderdale Counties in Florence, Alabama
is part of a cooperative self—help gardening project. The
farmers' market is an essential part of the project which

serves as an outlet for surplus produce. It also sets aside

a few market selling stalls for low-income producers.

The Economic Opportunity Agency of Washington County, Inc.
in Fayetteville, Arkansas organized a market in 1972. With
the organizational help and initial funding ($7,000) of this
agency, a group called the Rural Mountain Producers Exchange
incorporated itself as a non-profit organization and set up
a farmers' market in the area to provide an outlet for low-
income people to sell their surplus produce and/or craft
items. Only members, who pay a small fee for joining the
cooperative venture, can sell their produce and crafts and
are responsible for making sure that only locally produced
items are sold at the market. During the second year of
operation, the market had 200 members, 100 of whom were sub-
stantially supplementing their income. The market program

has spun off from the CAA except for a few support devices,

and does approximately $50,000/month of business during the

season .

NorthrCoast Opportunities, Inc. of Ukiah, California sponsors
an arts, crafts, and economic develoment project, and plans
to tie in local crafts marketing with an existing farmers'

market.

The Economic Opportunity Commission of San Luis Obispo, Cali-
fornia helped plan and organize a market in 1978. It assist-
ed in identifying a market site, obtained permits, paid for

publicity, and funded 10% of a manager's salary over 6 months.

The market is now self-supporting.

Economic and Social Opportunities, Inc. of San Jose, Califor-
nia provided graphics support and served on the market commi-

ttee for the first years of operation.

The Merced County Community Action Agency of Merced, Califor-
nia used $500 of its budget plus staff time to write a market
proposal and to prepare a drawing. This prOposal was redevel-
oped by the City of Merced which was later funded by EDA for

approximately $200,000.

The Kern County Economic Opportunity Corporation of Bakers-
field, California is planning to develop a farmers' market

on a 5-acre community garden site.

The Willimantic Farmers' Market began as a cooperative effort

between the Windham Area Community Action Program (WACAP),

the City of Willimantic and the Willimantic Chamber of Com-

merce in 1975. The market operates Saturdays from June until

October with about 30 farmers/venders participating.

It is located in a small urban center (population
approximately 15,000) adjacent to an elderly housing project
and several low-income neighborhoods. Items sold range from
fruit and produce to seafood, baked goods, home canned goods
(from vendors who have been inspected by the Health Depart-
ment), honey, plants, and crafts. Vendors must make, bake,
or grow the goods which they sell. The market is now self-

sufficient.

WACAP has provided seed money for operating expenses
such as advertising, entertainment, a temporary shelter con-
structed from canvas, and other consumable supplies. Between
1975 and the present WACAP has provided approximately $A,700.
The agency also received a $25,000 HUD block grant through
the City of Willimantic for the construction of an open-air
market pavillion. Now WACAP staff and VISTA volunteers help

run the market and provide bookkeeping services each year.

The Hillsborough County CAA of Tampa, Florida is in the pro-
cess of starting a small farmers' market next to its Communi-

ty Cannery.

The Wayne Community Action Commission, Inc. of Richmond,
Indiana sponsors inner and outer city garden plots each year
for individuals to grow and preserve their own vegetables.
Low income growers sell excess produce at the farmers'

market, which earns them extra money.

The South Central Iowa CAP, Inc. of Leon, Iowa established
and now assists 5 markets in 5 counties. It contributes
$100 per market for materials. Garden project participants

are encouraged to sell at the markets.

Union Community Action Association, Inc. of Farmerville,
Louisiana spent $5,000 for labor and equipment over a 3

year period until its market became self-sustaining.

The St. Landry Parish CAA of Opelousas, Louisiana makes re-
ferrals to the Farmers' Market Executive Director whenever

low-income farmers produce a surplus.

Clarborne Community Action Association, Inc. of Homer, Louis-
iana provided $17,500.00 for market staff, equipment, and
utility bills.

The Jefferson Davis CAA of Jennings, Louisiana sponsors a
market and has provided $20,000.00/yr. for construction of

a facility, seed and fertilizer, and staff support.

The Webster Parish CAA of Menden, La. recently spent $1,000
for construction of a market which will begin in the spring

of 1979.

Macon Economic Opportunity, Inc. of Oak Grove, Louisiana
allocated $12,500.00 to establish a market for the rural

poor of the parish.

Delta Community Action Association, Inc. of Tallulah, Louis-
iana sponsors a market and provides technical assistance

through two paid personnel.

Coastal Enterprises, Inc. of Bath, Maine, (a community develop-
ment corporation which is sponsored by a CAA, Coastal Economic
Deve10pment Corp.) has sponsored 4 markets along the Maine
coast. After the initial period of sponsorship, the agency
continues to work with the vendors to improve the market and
to undertake other projects such as cooperative seed orders.

An average of $300 per year has been expended, exclusive
of staff time. Funds are usually spent on a declining basis
per year until the participating vendors are capable of fully
supporting the market. This usually takes 2 years, and funds

are primarily spent on advertising and promotions.

A staff member of the Task Force on Human Needs of Auburn,
Maine assisted the Cooperative Extension Service in establish-

ing a market.

The Mid-Coast Human Resource Council of Rockland, Maine has
CETA personnel working on a proposal to establish a farmers'

market.

The South Middlesex Opportunity Council of Framingham, Massa-
chusetts donated staff time to organize and operate a market
in the summer of 1978. It also used the market as a vehicle

for nutrition education.

North Shore Community Action Programs of Peabody, Mass. has
provided staff time toward the organization of a small mar-

ket.

The relationships between farmers' markets and fOOd co-Ops

can be complimentary. Communities United for Action of
Taylor, Michigan sponsors food co-ops who receive their pro-
duce from markets. Without the cooperation of the farmers'
markets the co-ops would be unable to maintain service to

the community in the form of reduced food prices. In reverse,
the growers at the market are.able to sell their produce in

bulk and still receive a profit.

The Ottertail-Wadena Community Action Council of New York
Mills, Minnesota was awarded a $7,850.00 Governor's Rural
Development Grant to help develop a farmers' market. A 50'

x 100' building was constructed using these funds and the
Council contributed $19,000.00 in CETA labor and other assis-
tance. The project is now operated by the "Rural Resources
Markets Co-op". A fall report on the market development will
be available by spring 1979.

SEMCAC, Inc. of Rushford, Minnesota is trying to obtain
funding for expansion of an existing farmers' market in

Winona, Minnesota.

Central Mississippi, Inc. of Winona, Mississippi granted

$1,000.00 to help develop a small curb market.

The Economic Security Corp. of Joplin, Missouri, in conjunc-
tion with the Neosho Chamber of Commerce and the Downtown
Merchants' Association, set up two successful markets in
1978. The agency plans to continue to create more markets
in its four‘county area and will provide initial funding

whenever necessary.

 

- The Green Hills Human Resources Corp. of Trenton, Missouri
sponsors a gardening project which concludes with the far-
mers' market. It also provides organization and implementa-

tion assistance to a senior citizens' group.

- Blue Valley Community Action of Fairbury, Nebraska started
a market by organizing volunteers, publicizing it, and paying

$25 for a city license.

- Stafford County Community Action of Somersworth, New Hampshire
is planning to establish a market in 1979. A staff member
has been studying its feasibility and analyzing the problems
of a previous market which was operated by the Cooperative

Extension Service.

- The Jefferson Community Action Planning Council of Watertown,
New York offers two site certificates to any low income

household wishing to participate as an independent.

- SENCIand Community Action, Inc. of Whiteville, North Carolina
has allocated approximately $20,000 to the market which it
has sponsored over the past 8 years. ‘It has also provided
office space, furniture, xerox services, and has recruited

new participants.

~ The Yadkin Valley Economic Deve10pment District, Inc. of
Boonville, North Carolina awarded $1,500.00 as incentive
grants and provide technical assistance to two farmers'

market organizations.

The Economic Improvement Council, Inc. of Edenton, N.C.
worked with the Pasquotank County Agricultural Extension

Service to establish a farmers' market.

The Joint Orange-Chatham CAA of Pittsboro, N.C. handled al-
most everything for its market. The agency found a site,
built a shelter, recruited sellers, set hours and rules,

provided a sign and ran area-wide advertising.

Operation Breakthrough, Inc. of Durham, N.C. worked with a
group of Duke University students in establishing a farmers'
market at a local church. The agency notified target area
farmers and persons who participated in their garden program

of the location and how they would participate.

In l97h W.A.M.Y. Community Action, Inc. of Boone, N.C. pro-
vided a staff person ($7,500 salary) to organize and manage
the Watauga County Farmers' Market. A staff member now

serves as manager of the market during the summer months.

The Northern Tier Community Action Corporation of Emporium,
Pennsylvania Spends $25.00 per market for advertising and
procurement of selling space, and uses its staff to recruit

participants and to assist in setting-up and operating markets.

The Commission on Economic Opportunity of Luzerne County in
Wilkes-Barre, Pennsylvania advocates food stamp authoriza-

tion procedures among farmers' market members.

Community Action Resource Services, Inc. of Texarkana, Texas

is coordinating its efforts with the County Extension Ser-

vice to establish a farmers market at a large shOpping center.

Southeastern Vermont Community Action, £?c” of PPlIPVQ Pills,
Vt. hired a CETA employee for two years to organize three

6-41.

b‘ law I' "'5

markets in Windsor County. The agency also paid $500.00
for travel costs. These markets now sell to 20 area food

co-ops during the season.

From 1975 to 1977 The BenningtonQRutland Opportunity Council
of Bennington, Vermont sponsored two CETA slots and funded

a supervisor to organize the Rutland City Farmers' Market.
In addition the Council provided administrative services

such as use of a phone, office space, and publicity.

The Champlain Valley 0E0 of Essex Junction, Vermont helped
establish a market by providing assistance with general
organization and by negotiating for food stamp certification.

The market is located in a low-income area of town.

In cooperation with the VPI Extension Division, the Tazewell
County Development Corp. of Tazewell, Virginia sponsored a
farmers' market near its Community Cannery, availing the

purchaser to can his/her fruits and vegetables.

The Lower Columbia Community Action Council, Inc. of Longview,
Washington sponsors a Nutrition/Consumer Information and
Education Booth at its market.

In 1969 the Southwestern Community Action Council of Hunting-
ton, West Virginia used an 0E0 grant to set up a farmers'

market in Lincoln County. The market is still operating and

is self-sufficient.

L

n WEI/jg)?!Willi/in 1M

 

2656 8877