Canton Farmers Market Summer 2014
The Michigan Municipal league is doing a series of case studies or how-to reports about placemaking activities taking place throughout the Great Lakes State. The League recently completed an in-depth look at the state’s rapidly growing farmers market movement. In doing the study, the League visited about 40 of the 300-plus markets in Michigan. We took photos of each market observed and are posting them here on flickr so that the world can see the important role that farmers markets can play in making vibrant communities. Feel free to use any of these photos, we just ask that credit be given like this: flickr photo/Michigan Municipal League, mml.org.
You can view the farmers market case study at placemaking.mml.org. You can view all our how-to reports here: placemaking.mml.org/how-to/
Here are some details about this case study and what we found during our statewide farmers market tour in the summer of 2014:
The 300-plus farmers markets that exist in Michigan come in all shapes and sizes. They’re in large urban centers and tiny villages. They pop up in parking lots, fields, roadsides, on main street and in permanent, historic structures.
They sell traditional farmers market fare – corn, apples, maple syrup, potatoes, and pumpkins – and the unexpected – homemade spices, baby clothes, fresh-caught fish, jewelry, and even sea urchin. You can get your knives sharpened, your face painted and your groceries for the week. At a farmers market you can find old friends and meet new ones. And you can talk to the vendor who grew the melon or flowers you’re thinking about buying.
Farmers markets can even help create a place for people to gather and revitalize a community and give an economic boost to existing businesses and inspire new merchants to open.
In writing a how-to case study about Michigan Farmers Market for the Michigan Municipal League, I got the chance this summer to visit about 30 markets across our great state. I saw thousands of people pack into the new location for the Flint Farmers Market to great fanfare for its grand opening in downtown on June 21. I smelled the yummy salsa dish a woman was preparing for her church fundraiser at the Dansville Farmers Market. I saw a man holding a rooster in Birmingham, a robotics team in Grand Blanc, violinists performing in East Lansing and Traverse City, and Spanish mackerel on sale at the new Downtown Market in Grand Rapids.
I’ve always enjoyed going to farmers markets but the sights and sounds I experienced in my market tour this summer were truly inspirational, exciting and simply fun. While I saw many successful markets, I did experience some that seemed to need a shot in the arm. I also attempted to go to a couple markets that I eventually learned are no longer in operation.
So what makes one market flourish as another withers on the vine?
The success or failure of a market can come down to three words: Relationships, relationships, relationships, said Dru Montri, director of the Michigan Farmers Market Association, an East Lansing-based non-profit organization that tracks and provides support to farmers markets throughout the state. Montri said the 320 farmers markets in their data base this year is a record high since the association formed and starting tracking farmers markets in 2006. While some close each year many more open.
“Farmers markets are based on relationships,” Montri explained. “That’s the best thing about markets, and it can also be the most challenging aspect of markets. It’s relationships between farmers themselves, relationships between vendors and the market management, relationships between the market manager and sponsors and relationships between vendors and shoppers. All of those are very, very important. People love farmers markets because of that. People love going and talking to vendors about how things are grown.”
But Montri said when relationships sour that can impact everything in a market. A successful market will have strong leaders who can forge good relationships on all levels. She suggests a market have a board of directors or advisory team to oversee it.
Montri said the number of farmers markets in Michigan have doubled since 2006 for several reasons. Those reasons include an increase in consumer interest about where and how their food is made and processed; a growing awareness among community leaders about the value a farmers market can have in economic development and creating a sense of place and community in their town; and a desire by farmers and vendors in direct marketing options, which tend to be more profitable.
She believes the number of markets will continue to grow for the foreseeable future, especially as more markets start to offer financial assistance programs to those in need, such as the acceptance of SNAP Bridge Cards and related services.
“There is such a large number of consumers who haven’t even yet considered shopping at farmers markets,” Montri said. “As long as we have the potential to bring more people into farmers markets, we have the opportunity to expand the number of markets. As long as we are strategic about growth, we can avoid these saturation points. But, starting a market a mile away from an existing market on the same day of the week, for example, can cause over saturation.”
This post and related case study was written by Matt Bach, director of media relations for the Michigan Municipal League. He can be reached at firstname.lastname@example.org.