Worksite Farmers’ Market
How-To Guide
Improving health. Enhancing lives.
hap.org
Table of Contents
Page
Common Farmers’ Market Terms......................................................................... 2
Getting Started.................................................................................................. 3
Plan Your Event................................................................................................. 4
Other Services to Consider.................................................................................. 6
Develop Your Budget.......................................................................................... 6
Plan Your Promotional Campaign........................................................................ 6
Draft the Application.......................................................................................... 7
Recruit Vendors................................................................................................. 7
Venue Layout & Security Needs........................................................................... 8
Evaluate Your Market......................................................................................... 8
Legal Issues to Consider...................................................................................... 8
References........................................................................................................ 9
Appendices:
A. Organizations to Help You Identify Vendors......................................................11
B. Online Resources . ........................................................................................12
C. Planning Timeline.........................................................................................13
D. Sample Post-Event Participant Satisfaction Survey............................................15
E. Sample Post-Event Vendor Satisfaction Survey..................................................16
F. Sample Vendor Cover Letter ...........................................................................17
G. Sample Rules................................................................................................18
H. Sample Vendor Application and Contract.........................................................21
1
Worksite Farmers’ Market How-To Guide
The health and well-being of your employees is important. The foods we eat directly affect our bodies, and our health. It is this
understanding that has significant implications for employers, particularly those interested in reducing health care costs. With
65 percent of Michigan adults overweight or obese, there is serious cause for
concern. Obesity puts one at increased risk for developing a number of chronic
diseases such as diabetes, cardiovascular disease, and some cancers.
Farmers’ markets offer the freshest foods at reasonable prices while
supporting healthy lifestyle choices, the local economy, and the environment.
This guide, produced by Health Alliance Plan (HAP) in partnership with Henry
Ford Health System, shows you how to set up a successful farmers’ market at
your worksite.
As we begin, let’s review some commonly used farmers’ market terms.
Common Farmers’ Market Terms
Market Manager
The Market Manager is the individual employee responsible for the market. They are responsible to ensure that vendors have the
proper certificates, licenses and insurance and that they meet the standards you have established for your market’s operations.
Stall
The stall is the defined space in which the vendor will have to display and sell items. A typical stall size is 10 feet by 10 feet.
Vendors can be assigned a stall, or they can be available on a first-come, first-served basis. We encourage assigning stalls and
verifying that the allotted space is sufficient for each vendor.
“Producer Only” Markets
To ensure that the benefits derived from the local market go directly to those who produce products, many markets limit their
vendors to producers only. A “producer only” market is one in which participating vendors may only sell what they produced
themselves. This provides you with an assurance that you know who has grown or produced all products available at your market.
Inspections/“Farm Checks”
A provision that requires farmers/producers to agree to allow the market sponsor to inspect their farm to ensure compliance
with market rules.
Carrying
The selling of products that a vendor does not produce themselves. The products may have been produced by a friend or a
stranger. Many markets do not allow carrying, requiring that all products sold are produced by the vendor. If you choose not
to allow carrying it is encouraged that you make site visits to the vendor’s farm for a “farm check” to make sure they aren’t
carrying. If you choose to allow carrying, you may want to ask the vendor where the product comes from. Some markets allow
carrying, but set a geographic boundary, such as any product made in Michigan or within a specified mile radius from the
event site.
2
Getting Started
To begin, you’ll want to familiarize yourself with the world of farmers’ markets and how they run. You may want to visit local
markets to observe the flow of customers, speak with vendors, and talk with the person in charge, the Market Manager. Once
you’ve decided to explore the possibility of implementing a farmers’ market at your worksite, you’ll need to:
• Gain support from senior leadership
• Establish a project champion
• Determine employee interest
• Set market goals
• Create a planning team
Senior Leadership Support
Get the idea approved by your senior leadership team. They’ll need to approve the idea itself, the budget and staff time.
Present your plan and ask for input on what they envision at the farmers’ market to ensure you are all heading in the same
direction. In addition, ask if one leader will champion the project.
Employee Interest Survey
Conduct a survey to determine your employees’ interest in a farmers’ market. Include questions about their previous farmers’
market experience, the amount of money they’d expect to spend, and how a farmers’ market may impact their perception of
the workplace’s wellness culture.
Set Market Goals
Determine what it is you hope to achieve with your market and share these goals with your corporate leadership and potential
vendors. Examples include:
• Encourage improved employee health
• Support local farmers and the local economy
• Share wellness information with employees
• Increase employee satisfaction and engagement
Planning Team
Establish a planning team of key partners within your organization. The team should include the project champion and
representatives from the following areas:
• Legal and Risk Teams: To assess and minimize any employer risks from the market and to execute vendor contracts.
• Labor Unions: To ensure all areas of the company are in support of the event.
• Building Operations/Security: To determine the best location for the farmers’ market and assist with visitors, parking
and unloading/loading of materials. There is also open cash exchange, so you’ll need to work with your security team
to determine how to keep the event safe.
• Human Resources: To support employee engagement.
3
Other Key Partners
• Public Relations: To assist in promoting the event to employees and the community (if applicable).
• Housekeeping: To help with the clean up.
• Local Police Department: Notify them if you will be using public property, such as a public sidewalk or street.
• Building Owners: Notify them if you lease a building or would like to open the market up to other occupants in your
facility.
• Neighborhood Associations: Notify them if you need to obtain approval.
• Health Plan/Internal Wellness Team: To provide wellness related services at the event.
Plan Your Event
Determine the Expected “Foot Traffic”
You’ll need to estimate the number of customers that will attend your market. Vendors will want to know this information to
estimate the amount of product to bring and determine if your event is appropriate for them.
If you expect to have less than 100 consumers at your event, an on-site farmers’ market may not be appropriate for your site.
Vendors may be reluctant to participate if they don’t expect to make at least $100 in profit, preferably at least $300 per event.
If you expect a small turnout and are not able to host your own farmers’ market, you can still promote the value of farmers’
markets by promoting other local markets and by educating your employees on the value of buying fresh, local products. HAP
can provide a wellness workshop on this topic. (See the Recruit Vendors (page 7) for more details about how to find
appropriate vendors for your site and event size.)
Choose Your Date & Time
Choose your date and time appropriately. Plan your market around a pay day and toward the end of the work week. Many
people do their grocery shopping on the weekend or would like fresh foods to prepare for weekend gatherings. Many vendors
will be committed to season-long farmers’ markets on weekends, and sometimes Fridays.
Set Your Rules
Determine the rules for your market. You may need to come up with additional rules applicable to your site, but we have
provided a list of questions to get you started.
• Will you allow carrying? (The sale of wholesale items or items produced by someone else).
• Will you only allow local farmers? If so, how do you define “local?”
• What are your product limitations? (e.g. allowing meat, poultry, carrying, etc.)
• Will you allow vendors to have samples available?
• What is your policy regarding inclement weather?
• How many vendors can you accommodate? • Will you assign the vendor stalls?
• Will vendors be able to sell out of their vehicles?
• Will vendors be able to take up more than one stall space?
• Will you charge a fee to vendors?
• What will you provide to the vendor at their stall? (e.g., table, chairs, waste basket, shelter, etc.)
• Will you provide electricity?
4
Establish Your Product Limitations
Some products such as dairy products, eggs, poultry, meat, seafood and other perishable items need to be refrigerated. If you
do not plan to provide electricity for refrigerators or allow vendors to bring generators, you’ll need to prohibit these products
in order to avoid possible problems with customers getting sick from spoiled food. If you choose to allow meat and poultry,
all meat and poultry must come from inspected USDA-approved sources. Vendors must be able to show proof of the approved
source.
Food Safety
You must ensure that vendors comply with the requisite food safety and trading standards required by your local government.
The Market Manager needs to be familiar with the 2005 Food Code and Michigan Food Law. An overview, and links to these
documents is available in the Temporary Food Establishment Operations Checklist. The Michigan Department of Agriculture
(MDA) also has resources to help you understand operational and food safety requirements for Michigan farmers’ markets. You
may contact the Michigan Department of Agriculture toll-free at (800) 292-3939 with questions regarding the standards for
vending foods at farmers’ markets in Michigan.
All food must be obtained from sources that comply with State of Michigan and municipal laws and ordinances. Again, all
meat and poultry must come from inspected USDA-approved sources. Vendors must be able to show proof of the approved
source. Home canned and home-prepared foods are not allowed. Ice for use as a food or a cooling medium must be made
from potable water obtained from an approved source.
Sampling
Sampling is encouraged because it promotes sales for the vendor and a satisfied customer. Make sure to include this in your
contract so that vendors know to prepare samples before the market. Due to health code restrictions, all samples must be
prepared in a licensed kitchen. Preparation includes cutting, preparing, bottling, mixing, or otherwise sectioning whole fruits
and vegetables for customers to taste. (Refer to the MDA document, Guidelines for Providing Safe Food Samples at Farmers’
Markets, for more information.)
Charging Vendors to Participate
Charging vendors to rent a space is an option if you need to recover operating costs, want to discourage vendor cancellation,
or are using the event as a fundraiser. A common price to charge for local markets is $25 per day. However, if the flow of
customers does not yield a significant profit for the vendors, they may be unwilling to pay. Charging a fee the first year is
discouraged. Pilot your market, then assess the results to determine if charging would be beneficial in the future.
Vendor Stalls
Determine what will and will not be provided at each vendor stall, such as tables, chairs, tents, trash receptacles, etc. Most
vendors will bring everything they need, but to ensure clarity, be sure to state these specific details in your contract and/or
information package.
Advise vendors of the stall size and whether they’ll be allowed to sell out of their vehicle or trailer. A typical stall size is 10 feet
by 10 feet but make sure you ask if this space is sufficient on your application so that you can plan accordingly. If you plan to
allow selling out of a vehicle, make sure you ask about their vehicle and trailer size. Determine the dimension of your stalls
and the number available so you know the number of vendors you can accommodate at the market site.
5
Providing Electricity or Generators
Some vendors may prefer to have electricity available. If you supply electricity as the host of the market, this cost should be
considered during the planning stage. Make sure to clearly state whether or not you will be providing electricity (multiple
times) on the application.
Vendors who need electricity may have their own generators. The rules of the market should address whether generators are
allowed. Your building operations/facilities management will need to be consulted to identify what set-up is acceptable.
Other Services to Consider
Wellness
A wellness stall or tent could be part of your market, to highlight the value of a healthy, “green” lifestyle. The stall could
include information on healthy eating, organic foods, how to support local producers; environmental initiatives, cooking
demonstrations, etc. Organizations that provide education and support may also be highlighted (i.e. American Heart
Association, American Cancer Society, etc.). Some employers incorporate the farmers’ market into their wellness incentive
program in which employees earn points (fruit and vegetable vouchers, carrot cash, etc.) for participating.
Raffle Drawings
Consider rewarding employees for participation with raffle drawings. Purchase products from the vendors to use as raffle
prizes. If you are collecting participant feedback, you may want to require participants to complete an evaluation to be eligible
for the raffle drawing.
Develop Your Budget
As you establish your budget, you’ll need to take into consideration the following costs:
• Advertising: Flyers, tent cards, large banner to place at the entrance of the market, and public advertisements (should
you choose to open the market to the community).
• Staff-time: Time to be dedicated to the farmers’ market for the planning team, market manager, facilities, security,
housekeeping, and event volunteers.
• Venue costs: Security assistance, portable bathroom/wash facilities, trash receptacles, tent rental for your wellness area, etc.
• Permit: As required by your city, township or association.
Plan Your Promotional Campaign
The best way to ensure a good turnout for your farmers’ market event is to PROMOTE, PROMOTE and PROMOTE! Utilizing a
consistent theme for all promotional materials will help promote and build recognition of the event.
Establish a marketing plan with your communications and/or public relations team. If opening the market to the community
you’ll need to establish both an internal and external marketing plan.
Remember, different people respond to different messages, so it is important to use as many methods as possible to promote
an event. Think about how messages and memos are normally communicated in your organization. If you know a method
of communication that works well in your organization, start there. Don’t forget that word of mouth is often the best way to
communicate within an organization. Therefore, you will want each person on your planning team to talk up the event. This
also works well on the day of the event. Remind people as they go back to their workstations to tell others about the event
and encourage them to attend.
6
Draft the Application
Draft your vendor application and contract. Be sure to provide ample time for your Legal and Risk Management Team to assist
with and review the document. Write up the:
• Qualifications, rules, and expectations for the market
• Basic application: name, address, etc.
• Contract for the vendor to sign
The contract is where you clearly state that the vendor is responsible for all legal obligations. Give an application deadline. Set
a date that gives you enough time to sort out details before the market. Your deadline should be no later than three to four
weeks before the market. (See Appendix H for a sample application and contract.)
Recruit Vendors
When to Contact Vendors
You will want to contact vendors at least eight weeks prior to your event; however, contacting them in January through March
is ideal. Keep in mind, however, fresh produce vendors may not be able to commit to your market before they are able to
predict the quality and quantity of their crop. Expect to contact multiple vendors (5 to 10) in order to get one confirmed
vendor. Contact all vendors once they’ve returned their application to verify you’ve received it and to confirm their
acceptance. Advise them that they will be contacted again, one to two weeks prior to the event with directions to the site,
unloading instructions, and other detailed event information.
Compile a Master List
Recruiting vendors starts with getting a master list of possible vendors. Look at the Web sites of local markets, for example the
Detroit Eastern Market Web site provides a list of all Eastern Market businesses, including their phone numbers. Another
excellent resource is LocalHarvestSM. Their web site includes lists of farms, farmers’ markets, co-ops and more. You may also
want to contact other local small businesses near your worksite.
The Detroit Eastern Market can greatly ease the burden of recruiting vendors, especially for small events, as they can bring
a “farm stand” out to your worksite. They purchase a variety of product from their growers and then bring these products to
your worksite. This provides you with a variety of product without having to contact multiple producers.
For more details about these resources and others, see Appendix A.
Calling the Vendor
After compiling a master list, the best way to get a response is to cold call vendors. It is best to call the vendor during regular
business hours. When calling: introduce your market, ask if they participate in farmers’ markets (some businesses/farms do
not participate at all), ask if they would be interested in more information regarding participation in your market, give them a
brief overview of what the market will entail and then suggest sending them an informational packet with an application. Ask
the vendor to list the products they can make available to your market. You’ll want to limit the number of vendors with
competing products and ensure you offer product variety to your participants. You may also want to ask if they allow site
visits/”farm checks”. A site visit can verify they are producing the products they state they are. Have a letter and application
ready and available to send to them via e-mail, mail, or fax when you make the call. (See Appendix F, G and H for a sample
vendor cover letter, application, and contract.)
7
Venue Layout & Security Needs
Venue
Choose the proper location. It’s best to choose an area with easy access for your employees, the community (if open to the
community), and for the vendors. Be sure vendors have proper security clearance within your site. You also want to ensure it
is American Disabilities Act (ADA) accessible (e.g. ramps are available). Avoid gravel areas and grass if possible. If using a grassy
spot, be sure to alter grass watering schedules accordingly. If your market is closed to the community, you may want to
consider placing it in a space not easily accessible or seen by the community. Be sure vendors and participants can access
restrooms and a cafeteria (or state otherwise in the vendor contract). Have trash receptacles available throughout the space.
Traffic Flow
Some vendors are more popular than others and so a line may form. If you anticipate this, allow more space for their stalls,
or place a less popular vendor on either side. This allows people to visit the less popular vendor as they wait in line. Consider
having an “Entrance” and “Exit” to the market area to ease the flow of traffic and offer an opportunity for participants to
complete an evaluation.
Security
Vendors will need to have access to parking, restroom facilities, and a means to return to their vehicle for supplies, if the
vehicle is not parked at their stall. Security will be needed to assist with this and assist in customer foot traffic and customer
parking, especially if you have employees coming from other sites or if it is open to the community. If open to the community,
security would need to provide access for the general public to the farmers’ market area and possibly restrooms, etc.
Evaluate Your Market
Participant Feedback
Having participants sign in as they enter is a great way to determine the number of attendees at the farmers’ market event.
You can ask participants to complete a quick evaluation on-site, or go back to these participants for feedback on the event.
(See Appendix D for a sample participant satisfaction survey.)
Vendor Feedback
At the completion of the event, you may want to survey your vendors for their feedback about the event and any suggested
improvements. (See Appendix E for a sample vendor satisfaction survey.)
Legal Issues to Consider
Licenses and Liability
Most vendors that regularly participate in farmers’ markets have the necessary certifications and licenses. The most significant
farmers’ market risk is product liability. Vendors should provide you with proof of product liability insurance. This is coverage
for bodily injury and property damage claims resulting from the vending of food and food products at the farmers’ market
(e.g. food poisoning). Vendors using motor vehicles to service their booths should show you proof of auto liability insurance.
Verify with your legal team that your worksite has a corporate insurance policy that covers most general liability concerns
(slips and falls, etc.) that may arise during the market. To minimize such liability concerns survey the site prior to the event,
observe defects and use cones to designate, or restrict access to any hazardous areas.
8
Legal & Risk Team Involvement
To protect the worksite and the employees involved, be sure to include all disclaimers in a contract to be signed by the
vendors. Make sure your legal team has reviewed and approved the vendor application and contract.
Permit Requirements
Police and the city should be informed if there will be any impact on local traffic. Your city, township, property management,
and/or association should also be contacted to determine if any permits are required.
Growing Certifications
Vendors that claim they have certain growing certifications (i.e. Completely Organic), must be proven by an issued certificate.
If they are advertising these claims at the market, it is highly encouraged that the farmer displays their certifications at their
stall on the day of the market.
References
Michigan Department of Agriculture; www.michigan.gov/mda
Kent Famers’ Market Association; www.kentfarmersmarkets.org.uk/setting_up.asp
Understanding Farmers’ Market Rules produced by Farmers Legal Action Group (FLAG)
www.flaginc.org/topics/pubs/arts/FarmersMarket.pdf
Temporary Food Establishment Operations Checklist
www.michigan.gov/mda/0,1607,7-125-1569_16958_16974-68508--,00.html
Rodale Institute, Starting a farmers’ market the right way
www.newfarm.rodaleinstitute.org/features/2006/0206/frmmrkt/king.shtml
9
Appendices
Appendices:
Page
A. Organizations to Help You Select Your Vendors................................................ 11
B. Online Resources . ....................................................................................... 12
C. Planning Timeline........................................................................................ 13
D. Sample Post-Event Participant Satisfaction Survey........................................... 15
E. Sample Post-Event Vendor Satisfaction Survey................................................. 16
F. Sample Vendor Cover Letter ...........................................................................17
G. Sample Farmers’ Market Rules....................................................................... 18
H. Sample Vendor Application and Contract........................................................ 21
10
Appendix A: Organizations to Help You Identify Vendors*
Detroit Eastern Market:
The Detroit Eastern Market has many valuable resources, especially for smaller employers. They can be a “one-stop” shop for
setting up a farmers’ market by setting up a “farm stand” at your worksite.
Farm Stand:
The Detroit Eastern Market purchases a variety of product from their growers and then brings these products to your worksite.
This gives you the variety you are looking for without having to contact multiple producers. They will not sell meat, eggs or
other highly perishable items at your event. Some products, such as out-of-season foods, may not be produced locally, but
you can request that all products they bring to your site be produced by local growers. They also have access to some organic
items.
Contact them in January, February or March, as their summer schedule books quickly. To schedule an Eastern Market farm
stand for your worksite, contact Dan Carmody, President of Detroit Eastern Market at (313) 833-9300 or by e-mail at
[email protected].
Eastern Market Tours:
You can schedule a tour of the Detroit Eastern Market for your employees. Tours are available on Saturdays at the Detroit
Eastern Market. The tours share what is available at the market and teach participants about Michigan agriculture. To
schedule a free tour contact Kimberly Hill at (313) 833-9300 or by e-mail at [email protected].
Web site:
The Eastern Market Web site provides information about the Detroit Eastern Market farmers’ market and provides a list of all
Eastern Market businesses, including phone numbers.
LocalHarvestSM:
The LocalHarvestSM web site is a great way to find farmers’ markets, family farms, and other sources of sustainably grown food
in your area. Enter your zip code and search for local farms, farmers’ markets, co-ops, Community Supported Agriculture (CSA),
and more.
*Use these resources as you see fit. This list is not considered all inclusive, nor does it serve as an endorsement of any
organization or their products.
11
Appendix B: Online Resources
Michigan Fruit and Vegetable Availability Guide
A buying guide for commonly grown fruits and vegetables in Michigan.
Michigan Department of Agriculture
The Michigan Department of Agriculture provides a variety of resources that may be very helpful in understanding and
coordinating your farmers’ market. They provide general farmers’ market facts, guidelines regarding safe food samples,
licensing information, the operating policy for the sale of eggs, a self-inspection guide to assess your market, and information
on Temporary Food Establishment Operations (Useful information for a food establishment which operates at a fixed location
for a temporary period not to exceed 14 consecutive days. A food services establishment license must be obtained from the
local health department whenever food is prepared for direct consumption.)
Michigan Food Law of 2000
The Michigan Food Law is an act meant to ensure food safety regarding the selling, dispensing, and serving of food in the
conduct of any food establishment.
Understanding Farmers’ Market Rules produced by Farmers Legal Action Group (FLAG)
A PDF document intended to help farmers understand their responsibilities and rights as vendors at a farmers’ market.
It may be helpful for you to review as well.
Rodale Institute, Starting a farmers’ market the right way
Provides helpful suggestions in planning and implementing a farmers’ market.
12
Appendix C: Planning Timeline
A critical success factor is to allow sufficient planning time for your farmers’ market. Consider the following time table to
accomplish tasks prior to the event date(s).
Six Months Prior to Farmers’ Market:
❑Secure leadership buy-in and establish the key planning team.
❑Meet with building operations/security to address any major concerns and ask for assistance.
❑Create and send an interest survey to employees.
❑Contact HAP to discuss implementation of a farmers’ market and to determine your needs and the services you request
of HAP (Farmers’ Market Guide, nutrition workshop, cooking demonstration workshop, cooking demonstration at the
event, etc.).
Five Months Prior to Farmers’ Market:
❑Finalize materials, including vendor agreement and contract.
❑Submit vendor agreement and contract to your legal and risk team(s) for approval.
❑Contact the city, township, association, property management, and/or health department for permit(s), as applicable.
Four Months Prior to Farmers’ Market:
❑Finalize event plans.
❑Receive approval of vendor agreement and contract from your legal team.
❑Recruit vendors (including wellness vendors).
❑Contact your communications/public relations team to establish an advertising campaign.
Three Months Prior to Farmers’ Market:
❑Continue to recruit vendors (including wellness vendors).
❑Create posters/flyers for the event.
Two Months Prior to Farmers’ Market:
❑Continue to recruit last minute vendors.
❑Begin promoting the event to employees and/or the community.
One Month Prior to Farmers’ Market:
❑Continue to promote the event to employees and/or the community.
❑Commission volunteers needed for the day of the event.
❑Plan unloading areas and parking areas. Make sure the unloading area is convenient and will be available on market day.
Once vendors have unloaded, you will need to direct them to a place to park (if they will not be selling out of their vehicle).
Make sure you have a place where vendors will be able to park both their vehicle and trailer (should they have one).
❑Secure building operation/security/housekeeping plans for the day of the event.
❑Contact vendors with outstanding applications/contracts to remind them the deadline is in one week.
Three Weeks:
❑Vendor application/contract deadline.
13
Two Weeks:
❑Assign vendors a stall and create a map of the layout for your market space. Be sure to give each vendor enough space.
The typical tent is about 10’ x 10’ but make sure you ask on your application so that you can plan accordingly.
❑Send out a confirmation packet to all vendors. This will remind them of the date, time, and place. Provide directions to
your location and designate each vendor with a time of arrival. Plan out arrival times, and consider ‘staging,’ so that
vendors arrive in sequence to avoid a rush of vendor arrivals at one time. Send a copy of the floor plan with your final
confirmation to each vendor to let them know where they will set up their stall.
❑Confirm wellness service vendors; send out a confirmation packet if necessary.
❑Confirm volunteer schedules.
One Week:
❑Finalize and confirm details with your internal staff including security, facility management, and volunteers.
❑Implement any last minute marketing strategies.
There will be changes at the last minute, so remember flexibility is important!
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Appendix D: Sample Post-Event Participant Satisfaction Survey
Customer Satisfaction Survey
Your Name:______________________________________________________________________________________________
Telephone:_ _____________________________________________________________________________________________
1. Please identify if you are:
❑ Employee ❑ Visitor, not an employee
2. How many vendors did you visit? ❑ All
❑ Most ❑ A few
3. About how much did you spend today?
❑ $0
❑ Less than $10
❑ $10 to $20 4. Please rate the following aspects of this event…
❑ Excellent
Your overall market experience
Quality of vendor products
❑ Excellent
❑ Excellent
Variety of products ❑ Excellent
Value of health information provided
❑ Excellent
Convenience of location
❑ Excellent
Hours open
❑ More than $20
❑ Good
❑ Good
❑ Good
❑ Good
❑ Good
❑ Good
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Poor
❑ Poor
❑ Poor
❑ Poor
❑ Poor
❑ Poor
5. How likely are you to attend future Farmers’ Markets
❑ Very likely ❑ Somewhat likely ❑ Not at all likely
6. Please comment if you feel the Farmers’ Markets is a valuable ‘green’ activity for our organization
❑ Strongly agree ❑ Agree ❑ Disagree ❑ Strongly disagree
General comments & suggestion for improvements:_____________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
We appreciate you taking the time to share your comments.
15
Appendix E: Sample Post-Event Vendor Satisfaction Survey
[COMPAY] Farmers’ Market
Vendor Satisfaction Survey
Date:________________
1. Vendor Name__________________________________________________________________________________________
2. How much did you sell today?
❑ $0 to $200 ❑ $200 to $400
❑ $400 to $600
❑ $600 +
Total sales:____________________________________________________
3. Please rate the following aspects of this event…
Overall market experience Product sales
Market location Market attendance
Organization of market & market managers
Market manager communication
❑ Excellent
❑ Excellent
❑ Excellent
❑ Excellent
❑ Excellent
❑ Excellent
❑ Good
❑ Good
❑ Good
❑ Good
❑ Good
❑ Good
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Fair
❑ Poor
❑ Poor
❑ Poor
❑ Poor
❑ Poor
❑ Poor
4. D
id your sales today represent an increase or decrease over an average day with your usual market experience.
If so, what percentage?_________________________
❑ Increase ❑ Decrease ❑ Same
5. How likely are you to attend future Farmers’ Markets at our organization
❑ Very likely ❑ Somewhat likely ❑ Not at all likely
6. For future summer markets (i.e. May to September) when is a good time to contact you for participation?
❑ February ❑ March ❑ April
❑ Other:_ _________________
7. If asked, would you pay a fee to participate in this market?
❑ Yes ❑ No ❑ Maybe
General comments & suggestion for improvements:_____________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
We appreciate you taking the time to share your comments.
16
Appendix F: Sample Vendor Cover Letter
To Whom It May Concern:
This summer [COMPANY NAME] will be hosting a (series of ) farmers’ market(s) to be held on [DATES]. The market(s) will be
located [LOCATION]. The market hours will be [HOURS]. We would like to request your attendance as a vendor at our market
and hope that you will give great consideration to attending.
[COMPANY] is [BRIEF DISCRIPTION OF COMPANY] and has [NUMBER] employees at this site every day. Given the large
number of employees on-site and the convenient location of the market, the expected attendance of the market is
[VERY HIGH/NUMBER].
The primary goal of our market is to [INSERT GOAL]. Additionally, we wish to bring more recognition to the local farmers and
businesses and support you in any way we can.
We hope you are interested in participating in our market and look forward to hearing from you. Please contact [CONTACT
NAME], Market Manager, if you are interested in becoming a vendor at the [COMPANY] Farmers’ Market. Space is limited and
we would like to have you in our market.
Please return the attached application and contract by [DUE DATE]. We look forward to hearing from you!
Sincerely,
[NAME]
[COMPANY]
[MARKET MANAGER]
[PHONE]
[FAX]
[E-MAIL]
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Appendix G: Sample Farmers’ Market Rules
[INSERT YEAR AND COMPANY NAME]
Farmers’ Market Rules
Dates, Locations & Times:
Date:__________________________
Location:_______________________
Time:__________________________
Goals of the Market
1. Promote health and wellness among employees
2.
3.
4.
Vendor Qualifications (Use this section to describe your specific qualification standards. We’ve suggested items to consider.)
• Identify all vendors that will be permitted
• Restricted to locally produced items?
• If local, define local by mileage. (e.g., For the purpose of the [COMPANY] Farmers’ Market, ‘local’ is defined as within
a [X]-mile radius of the market.).
• Local farmers can also mean local products so make sure you specify. (e.g., All produce and other goods being sold
must be produced within the [X]-mile radius.)
• Wholesale items permitted?
• If not, sample verbiage includes: All vendors must produce their own goods; no sale of wholesale items is permitted.
• Carrying is permitted… include limitations or contingencies. Or, carrying is not permitted (e.g., Vendors may only sell
items that are self produced. Any item not produced by the vendor themselves is not permitted to be sold at the
[COMPANY] Farmers’ Market. Consequently, there is no resale of any items.)
Items To Be Sold (Insert additional items or delete as applicable.)
• Raw agricultural products
❑ Fruits
❑ Grains
❑ Vegetables
❑ Herbs ❑ Flowers
❑ Potted plants
❑ Spices
❑ Bedding plants
• Value-added agricultural products (admitted only with approval)
Raw agricultural products grown by seller that have been processed.
❑ Baked goods ❑ Jams
❑ Cider
❑ Juice
❑ Honey ❑ Syrup
❑ Vinegar
• Non-Food Items.
❑ Soaps
❑ Beeswax
❑ Craft items
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• Products not permitted:
❑ Poultry
❑ Meat
❑ Seafood
❑ Eggs ❑ Cheese
❑ Dairy
❑ Any perishable item*
* Unless pre-approved by Market Manager
Growing Certifications
The [COMPANY] Farmers’ Market requires that each vendor has proof of certification for any certifications that are claimed by
the vendor. For example, if a vendor is claiming to be a completely organic vendor, then they should produce documents that
certify them as completely organic. All vendors must be able to prove what is claimed. Vendors are encouraged to display any
certifications during the market.
Sampling
Sampling is encouraged, as it helps customers to purchase your product. Due to health codes, all samples must be prepared in
a licensed kitchen. Preparation includes cutting, preparing, bottling, mixing, or otherwise sectioning whole fruits and
vegetables for customers to taste.
Becoming a Vendor
All vendors interested in being a part of the farmers’ market should complete and submit an application before [DATE]. Before
any review of the application or permission is granted to participate in the market, potential vendors must present current
Michigan licenses and permits (as required). If needed, all vendors must be able to provide this information at any time.
• Proof of product liability insurance
• Auto liability insurance (if using your vehicle to service your booth)
• Growing certificates
• Other
Set-Up and Take-Down
Vendors are responsible for their own booths, tents, tables, and any other equipment that is needed.
OR
[COMPANY] will provide the equipment necessary for the booths, including: table, tent, chairs etc.
There [will be/will] not be electricity available at the market. Vendors [are/are not] permitted to use their own generators.
Set-Up begins at [TIME]. All vendors need to be ready for business by [TIME]. Vendors agree to remain completely set-up and
ready for business during the entire market hours of operation. The Market Manager will determine any changes to market
hours.
Take-Down begins at the end of the market [TIME] and must not interfere with customers.
Rules & Regulations of the Market (Insert your own additional rules or delete if not applicable.)
• Food items shall be displayed on a table.
• All produce must meet the Michigan Department of Agriculture Packaging and Labeling standards. This includes
nutritional labels on all packaged products.
• No food or drink samples can be given at the market without proper permit from the Michigan Department of Health.
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• Smoking is strictly prohibited.
• No alcoholic beverages allowed.
• No televisions or stereos allowed.
• No use of profane or abusive language.
• Vendors are expected to be dressed in clean and suitably presentable clothing, appropriate for the prevailing climate.
• Vendors are expected to keep their merchandise in reasonable order and allow unimpeded access to customers.
• The vendor will clean up any spillage and is responsible for removing their own garbage and cleaning their display area,
as best as possible, at the conclusion of the market.
• Restroom facilities will be provided.
• Vendors [will/will not] be allowed to sell out of their vehicle.
• The Market Manager will allocate location of stalls on the market day, and his/her decision is final.
• No begging, loitering, soliciting or placing of any posters/advertisements/billboards on the Market and company
grounds, unless preapproved by the Market Manager, [NAME].
• The City of [INSERT CITY], [COMPANY NAME], and the [COMPANY] Farmers’ Market are not liable for theft or damage of
any merchandise before, during, or after market hours.
• The City of [INSERT CITY], [COMPANY NAME], and the [COMPANY] Farmers’ Market assume no responsibility and are not
liable for any injuries, which may occur within an individual stall.
• Vendor agrees to hold harmless [COMPANY NAME] and the [COMPANY] Farmers’ Market, its officers and employees,
and agents from any claims for damage to property or injury to persons which may arise from, or be occasioned by, any
activity carried on by the vendor or by others in their control at the [COMPANY] Farmers’ Market.
• Vendor agrees to indemnify [COMPANY NAME] and the [COMPANY] Farmers’ Market, its officers and employees, and
agents against any claim, loss, judgment or action, of any nature whatsoever, including reasonable attorney fees, that
may arise from or be occasioned by any activity carried on by vendor or others in the vendor’s control at the [COMPANY]
Farmers’ Market.
Termination of Contract
Violation of the signed Vendor Application and Contract or Market Rules and Regulations or refusal or failure to submit or
display valid copies of appropriate product licensure will result in termination of market participation.
Market Manager
Any and all questions, concerns, and issues should be directed to the Market Manager, [NAME] at [PHONE] or at [E-MAIL].
Vendor Application and Contract
APPLICATION DOES NOT GUARANTEE ENTRY INTO THE [COMPANY] FARMERS’ MARKET.
The application and contract are attached. Please complete these forms and return them to the address below:
[INSERT COMPANY ADDRESS AND MAIL/FAX INFORMATION]
PLEASE RETURN COMPLETED APPLICATION BY [DATE]
Thank You!
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Appendix H: Sample Vendor Application and Contract
Producer/Artist name:_____________________________________________________________________________________
Farm/Business name:______________________________________________________________________________________
Farm address:____________________________________________________________________________________________
Nearest crossroads:_ ______________________________________________________________________________________
County:________________________________________ Township:_ _______________________________________________
City:____________________________________________________ State:__________________ Zip:______________________
Home phone: (
)___________________________________ Mobile: (
)______________________________________
Best time to reach you:_ ________________________________ E-mail:_ ____________________________________________
State tax ID:_ _________________________ required for all taxable items sold. (Include a copy of your license if applicable.)
Please Check All That Apply:
Produce_______________________ Nursery__________________________ Non-Food______________________________
(Include a copy of all applicable certificates/licenses for products being sold.)
The standard stall size will be 10 feet by 10 feet.
Is this sufficient space?________ Yes_________ No
Will you be selling out of your vehicle [IF ALLOWED]? _________ Yes_________No
Provide the following information to assist us in assigning stall space:
Tent size_______________________Number of tables_________________________
Table sizes______________________Vehicle size______________________________
Dates Attending (check all that apply):
❑ [INSERT DATES]
❑
❑
List the items you plan to sell. Please provide pricing information as you know it today:________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
_______________________________________________________________________________________________________
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❑ I understand that all items sold at the [COMPANY] Farmers’ Market must be grown in accordance within said local growing
area/are allowed to be from within [X] miles of [LOCATION OF COMPANY].
❑ I understand that no commercial or secondhand items are to be sold/carrying of secondhand items is allowed at the
[COMPANY] Farmer’s Market.
❑ I understand that all produce preparation, packaging, display and handling must comply with health code regulations.
❑ I understand that all items for sale at the [COMPANY] Farmers’ Market must be approved by the Market Manager.
❑ I understand that all vendors must abide by the [COMPANY] Farmers’ Market Rules and Regulations attached to this
application. The AGREEMENT made and entered into this [DATE], 2010 by and between the [COMPANY] Farmer’s Market,
hereinafter referred to as “SPONSOR” and [VENDOR NAME], a [COMPANY] Farmers market Vendor/Participant, hereinafter
referred to as “VENDOR.”
❑ I agree to the Policies, Rules and Procedures for the operation of the [COMPANY] Farmers’ Market identified as the
[COMPANY] Farmer’s Market Rules.
❑ I agree for myself, heirs, executors, and administrators; to waive, release and discharge any and all rights and claims for
damages which I may have against the “SPONSOR” and/or “SPONSOR’S” representatives, successors and/or assigns for any
injuries which may be sustained by the “VENDOR” in connection with or entry in the above stated programs through normal
participation.
Vendor signature:
______________________________________________________________ DATE:______________________________________
Please return this Vendor Application and Contract to:
[INSERT COMPANY ADDRESS AND MAIL/FAX INFORMATION]
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