Progress report for EDS24-064
Project Information
The proposed sustainable agriculture education grant aims to foster the growth and success of farmers markets in North Carolina, recognizing their vital role as market channels for local farmers. Over a two-year period, this project seeks to organize a flagship statewide farmers market manager conference and regional networking gatherings, with the overarching goal of equipping market managers with the knowledge and skills needed to develop and sustain thriving farmers markets. By providing these educational opportunities, the project aims to enhance the capacity of
farmers market managers to effectively manage their markets, create thriving market places for vendors, enhance customer experiences, and implement practices that promote sustainability and inclusiveness.
The statewide farmers market manager conference will serve as a flagship event, bringing together market managers from across North Carolina to exchange ideas, best practices, and practical knowledge. Experts and practitioners in sustainable agriculture and farmers market management will deliver talks, present case studies, and facilitate interactive workshops. Conference participants will gain insights into emerging trends in the field, explore innovative marketing strategies, and learn about sustainable agricultural practices that can be integrated into and promoted at farmers markets. The conference will also provide a platform for networking, fostering collaboration among market managers, and facilitating the sharing of experiences and challenges.
In addition to the statewide conference, the grant proposal includes a series of regional networking gatherings held throughout the state. These gatherings will offer an opportunity for market managers within specific geographic areas to come together, exchange ideas, and build supportive relationships. Led by established regional representatives on the NCFMN board, the regional gatherings will feature targeted workshops and discussions tailored to address the unique needs and challenges faced by market managers operating in different regions of North Carolina. Topics covered may include effective community outreach, managing diverse vendor populations, navigating regulatory frameworks, and implementing sustainable practices such as waste reduction.
By investing in the professional development of farmers market managers, this grant proposal aims to create a ripple effect that positively impacts the entire local food system in North Carolina. Equipped with enhanced skills and knowledge, market managers will be better equipped to support local farmers, improve market viability, and create more inclusive and sustainable market environments. The educational initiatives proposed in this grant will not only empower market managers, but also contribute to the overall resilience and economic vitality of farming communities throughout the state.
This proposal seeks to strengthen farmers markets in North Carolina by providing a statewide farmers market manager conference and regional networking gatherings to expand on virtual trainings that have been offered since March 2020. These activities will enable market managers to gain valuable knowledge, share experiences, and build networks, ultimately enhancing the capacity of farmers markets to serve as critical market channels for local farmers. Through these educational opportunities, the project aims to promote sustainability, innovation, and resilience within the local food system, fostering a thriving agricultural economy and healthier communities in North Carolina.
- Conduct a statewide farmers market conference for farmers market managers to address current networking and professional development needs.
- Hold five regional mini-conferences to provide place-based connections and training.
- Develop an online resource library for market managers.
- Continue efforts to gather data on impacts of farmers markets and training needs of market managers across the state.
Education
Objective 1: Conduct a statewide farmers market conference for farmers market managers, coordinators, and leaders to address current networking and professional development needs.
NC farmers market managers have consistently expressed the need to engage in networking, de-silo their organizations, share resources, and work collaboratively. A statewide conference is a pivotal way that market managers can connect and network. This is evidenced by the ongoing successful statewide monthly Zoom call for NC market managers that started in 2020. In formative research for this project, in-person learning opportunities were rated as a top priority by our prospective audience. We aim to reach 200 stakeholders - NC managers, coordinators, and leaders. Educational sessions will contribute to the development of our online resource library and will be utilized in future market manager training certificate program. The conference will be planned by the Program Coordinator, an Event Coordinator and the NCFMN board.
Objective 2: Hold five regional mini-conferences to provide place-based connections and training.
We have seen a special importance to market managers and leadership connecting with one another on the regional level. Market managers in Western NC, for example, face different challenges as well as different stakeholders than in Northeastern NC. Mini-conferences would allow farmers market leadership to connect on a very local level and form strong collaborative bonds with neighboring organizations. We have created 5 geographic regions in the state of North Carolina for our network to represent and aim to engage at least 1 representative from each farmers market located in the regions. Educational sessions will contribute to the development of our online resource library and will also be utilized in a future market manager training certificate program.
Objective 3: Develop an online resource library for market managers.
As oftentimes the sole staff person, frequent market manager turnover leads to duplication of effort and loss of best practices during staff transitions. In formative research with our target audience, collecting resources to support new managers and spread best practices was a strongly felt need. Equipped with enhanced skills and knowledge, market managers will be better equipped to support local farmers, improve market viability, and create more inclusive and sustainable market environments, ultimately enhancing market capacity to serve as critical market channels for local farmers. Our goal is to grow our online resource library with practical tools - quick links, FAQs, templates and use this content to build an online market manager certificate course
Objective 4: Continue efforts to gather data on impacts of farmers markets and training needs of market managers across the state.
Evaluation and data collection are key to informing how we respond to expressed needs and make improvements going forward. We will not only engage in surveying conference and mini-conference participants, but will also continue to perform our annual NC farmers market census. The goal of the annual census is to share the results with farmers markets across the state for their own data needs but also create a unified look at the state of farmers markets as a whole and how we can develop statewide initiatives to help support long-term viability of farmers markets that foster positive impacts on producers, communities, and consumers
Educational & Outreach Activities
Participation Summary:
Our target audience participating in the project primarily consists of market manager, coordinators, farmers market Board members, and other stakeholders that support farmers market infrastructure and administration. From 2020 to 2022, the members of the organization were participants in a relatively informal working group; this year, we are transitioning to a formal membership to our network with clearly defined benefits, annual fees, an annual meeting and voting and have a detailed plan to conduct outreach among these members. We will continue our monthly zoom meetings where content is shared and refined and we are given continual opportunities to solicit feedback as we develop conference sessions and try out various methods of delivering and sharing information and skills.
NCFMN members will be recruited via word-of-mouth, targeted outreach from the 5 Regional Representatives that serve on our Board of Directors, online presence, and conference presence. We have clear member benefits, including:
- “A voice and a vote” - eligibility to participate in our monthly meetings as well as on our Board of Directors
- Professional development opportunities, including the ability to serve on committees and take on leadership and advocacy roles
- Connections and networking opportunities with other market managers, stakeholders, grant funders, sponsors, and more
- Resource sharing and peer-to-peer learning
- Opportunity to engage in collective advocacy for initiatives likeFarmers Market nutrition programming, statewide Double Bucks, and the Farm Bill
This membership base will be the target of our conferences, min-conferences, online resources, and annual census. By offering these learning opportunities as engaging incentives, we intend to grow our membership and thus increase our representation of the diverse farmers markets across the state. The goal of bolstering our membership is to provide market managers with the tools, resources, and network they need to create a resilient and interconnected system of farmers markets across the state of North Carolina. By investing in the professional development of farmers market managers, this will create a ripple effect that positively impacts the entire local food system in North Carolina. Equipped with enhanced skills and knowledge, market managers will be better equipped to support local farmers, improve market viability, and create more inclusive and sustainable market environments.
In the summer of 2024 we published an online resource library on our website. This is open to the public but was promoted primarily to our membership and email listserv. During February 5 & 6, 2025, we hosted a statewide conference in Pittsboro, NC, which is geographically the center of our state. 116 farmers market managers and service providers attended. We are now looking forward to planning regional mini conferences for the winter of 2025-26.
During year 1 of our SSARE grant period, we completed all deliverables that were included on our project timeline for year 1. Below are specific notes on what was completed:
Q1:
- Review recent market census. Reviewed, made notes for changes to incorporate, assembled working team and developed timeline for 2024 farmers market census survey
- Expand online resource bank. With help of intern for NCSU Local Foods Program, compiled resource bank and developed design for online platform for our website (link to webpage)
- Identify training needs based on current engagement and data. Utilized monthly call zoom polls, 2022 census data, and feedback from regional meetings in February and March 2024.
- Begin to expand membership resources and benefits such as a certificate course. Began development of certificate course (set to launch in 2025) and developed resource resource library.
Q2:
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Contract process for Event Coordinator. Initiated contract process in June, hired in July.
- Plan statewide conference: determine location and venues, identify and contact speakers, market travel assistance for attendees. Initiated planning in May 2024. Decided to move conference date to Feb 2025 due to member preference and schedules. Event Coordinator, NCFMN staff and BOD worked to develop planning logistics.
Q4:
- Hold NCFMN Market Manager Conference. Moved conference date to Feb 2025 (Q4) due to member preference and schedules. See conference program link.
- Review conference evaluation. Received 31 post conference surveys for review.
- Reflect on lessons learned before planning next sessions. Created a written record of notes to consider for future events.
- Continue to conduct market census and expand online resource library. Completed 2024 census survey in February 2025 and will continue evaluating responses as we create a report to publish in the next quarter. Online resource library continues to evolve as we learn of new resources and participants make specific requests for materials not currently included.
Project Outcomes
The conference for farmers market managers and the accompanying five regional mini-conferences are designed to address sustainability in terms of profitability, stewardship, and quality of life for agriculture. These educational initiatives provide a comprehensive framework that supports the long-term viability of farmers markets that foster positive impacts on producers, communities, and consumers.
First, all conferences will address profitability by offering sessions and workshops focused on marketing strategies, branding, and financial management. Market managers will gain insights into effective promotional techniques, customer engagement, and market analysis to attract more visitors and increase sales. By equipping market managers with the tools and knowledge to enhance the profitability of their farmers markets, this conference directly contributes to the economic well-being of producers, fostering their long-term success.
Stewardship of natural resources and sustainable agricultural practices are integral to the long-term health of the environment and the viability of agriculture. Market managers will learn about marketing sustainable agriculture practices to consumers and reducing waste through composting and recycling programs. By promoting sustainable practices, the conference empowers market managers to be environmental stewards and advocates for sustainable agriculture, thereby supporting the overall health and resilience of the agricultural system.
Quality of life for agriculture is enhanced through community engagement and the creation of vibrant marketplaces. The conference facilitates discussions and workshops on creating vibrant third spaces, building partnerships, and fostering inclusivity. Market managers will learn effective strategies for engaging diverse communities, promoting cultural diversity, and addressing food access and equity. By fostering a sense of community and providing platforms for dialogue and collaboration, the conference strengthens the social fabric and quality of life for producers, communities, and consumers.
This project goes beyond the conference to increase the quality of life for producers, communities, and consumers in several ways. First, it cultivates a supportive network among farmers market managers across the state. The regional mini-conferences provide localized forums for networking, knowledge-sharing, and mentorship. Market managers can connect with their peers, exchange experiences, and collaborate on innovative ideas. This network fosters a sense of belonging, empowerment, and shared purpose, ultimately enhancing the quality of life for market managers by providing a support system and a platform for professional growth.
Second, the conferences create opportunities for producers to access new markets and expand their customer base. By equipping market managers with the skills and knowledge to effectively promote farmers markets, local producers gain greater exposure to a broader consumer audience. This increased market demand has a direct positive impact on the economic well-being of producers, enabling them to invest in their operations, support their families, and contribute to the local economy.
The conference for farmers market managers and the accompanying regional mini-conferences address sustainability in terms of profitability, stewardship, and quality of life for agriculture. By providing educational opportunities that focus on marketing, sustainable practices, and community engagement, these initiatives contribute to the economic success of producers, the environmental health of agricultural systems, and the overall well-being of communities and consumers.