Farmers Markets: Making It Happen
by Martha Jackson Suquet
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What does your favorite farmers market look like? It might have dozens of vendors or only a handful. It might have every type of product imaginable or focus solely on locally-grown food. There’s so much that goes on behind the scenes of local farmers markets – how do market managers and organizations bring vendors together, work out the logistics, and get the word out to bring in eager customers week after week? Some farmers markets have a full lineup of live music and activities, while others are more pared-down. No matter how your local market operates, it’s a valuable opportunity for the community to connect with local farmers and other producers. |
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“Managing a market is not just working the table on market day,” says Copake Hillsdale Farmers Market Manager Nicole Friedrich. “Many hours go into making it run smoothly and successfully. It takes a team of dedicated people who care deeply and want it to succeed for years to come.”
The work of a market manager and their team encompasses a wide spectrum of responsibilities. From venue rental to vendor guidelines, publicity to bookkeeping, they manage all of the elements that must come together for a successful farmers market.
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- Venue: The right venue for a farmers market has an accessible location and ample parking, along with room for plenty of vendors and shoppers. The manager works with public or private owners to find a suitable venue for their market.
- Administrative: The manager handles vendor applications, vendor fees, liability insurance, and often board of health permits.
- Vendor Selection: A manager may need to pare down from a large list of applicants, or actively recruit vendors to create the best balance of market offerings.
- Layout: Vendors need to be placed thoughtfully throughout the market, avoiding unnecessary competition and allowing for smooth customer flow.
- Special Events: The manager may schedule weekly live music acts, childrens’ activities, or other events.
- Communication: The manager communicates changes and updates to vendors and lets customers know what to expect throughout the season.
- Recordkeeping: Depending on the market, records may include weekly customer counts, customer and vendor surveys, and SNAP or credit card transactions, as well as general bookkeeping for the market.
Dennis Iodice, who manages the Great Barrington Farmers Market, notes that finding vendors is a significant challenge. “Many smaller farms or food producers are having a hard time finding employees to work at the markets,” he reports. Those businesses may not be able to attend as many markets as they would like to, and it’s up to the market management to fill the gaps with other vendors.
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Well before the start of each market season, the work of attracting customers begins. As Copake Hillsdale’s Friedrich points out, “there are a myriad of other options for consumers to access fresh food. Somehow, we need to continually create an environment that makes people want to come to ours over and over and for years to come.” Market organizers make use of signage, paid advertising, social media, and word of mouth to draw in shoppers. Most markets maintain an up-to-date website with information about vendors, special events, musical guests, and food access programs. |
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Many markets are now accepting SNAP (food stamps), processing credit cards on behalf of vendors, and offering matching funds to SNAP customers. The market manager is often responsible for handling those transactions on market day, ensuring the processing equipment is working, and keeping detailed records of transactions. |
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While farmers and vendors are still loading up their products on the farm, market managers arrive early to ensure everything runs smoothly on the day of the market. The manager will usually mark out vendor spaces before everyone arrives to set up. They’ll help vendors find their space and be available to answer questions as vendors load in. Before the market opens, the manager will usually set up their own information table near the market entrance to greet and count customers, and to handle any credit card or SNAP transactions. After the market closes for the day, they stay to pack up supplies and help vendors load out. Then, before the next week’s market, they check in with vendors, send out a newsletter to customers or update the website, and complete any weekly recordkeeping.
All of this work results in robust farmers markets that bring farmers and consumers together. The Farmers Market Coalition provides solid data demonstrating that farmers markets increase community food access, strengthen local economies, and serve as hubs for farm and food education. As a community member, you can provide valuable support to your local market. Besides shopping there regularly, you can volunteer, donate, and help spread the word to keep
your local farmers market strong.
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Clockwise from top left: Market set and shoppers at Great Barrington Farmers Market, Williamstown Farmers Market (Photo Credit Arthur Evans), and West Stockbridge Farmers Market. |
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Berkshire Grown hosted Massachusetts Agricultural Commissioner on a tour of three Berkshire Farms located in North County |
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This week, Berkshire Grown hosted Massachusetts Agricultural Commissioner Ashley Randle, along with a several MDAR staff members, for a 3-farm tour. All three farms are involved in some way with Berkshire Grown’s food access programs. The annual tour is an opportunity for MDAR to learn more about what farmers need directly from Berkshire farmers. |
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Sharon Wyrrick. Many Forks Farm, Clarksburg |
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At Many Forks Farm, farmer Sharon Wyrrick shared the story of the farm, and how she’s working to transition the land to a new farmer in the future. Many Forks Farm is a small, diversified vegetable farm growing 75 different vegetables, herbs, flowers and berries, with a commitment to providing fresh foods to the local community through food security programs and community-supported CSA shares. In a beautiful setting along the North Branch of the Hoosic River, their produce typically travels less than 10 miles from the farm and is distributed through CSA shares, farmers markets, and on-farm sales. Many Forks Farm’s low-income CSA shares are partially supported by Berkshire Grown’s Share the Bounty program. |
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Brian Cole, at Bigfoot Farm, discussed his small-scale farm and the challenges that come with leasing farmland. Bigfoot Farm produces a myriad of vegetables on just one acre of leased farmland, without herbicides or pesticides. He uses sustainable and regenerative practices as much as possible, and most labor is done by hand, with lots of compost, cover crops, and certified organic soil amendments. Cole sells at Williamstown Farmers Market and to Berkshire Grown’s Berkshire Farm to Food Access program for distribution at the Williamstown food pantry. |
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Brian Cole, Bigfoot Farm, Williamstown |
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Massachusetts Agricultural Commissioner Ashley Randle grew up on a Massachusetts dairy farm, and she could not resist feeding the pigs at Cricket Creek Farm in Williamstown. |
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The group ended the day with lunch and a tour at Cricket Creek Farm, where Business Manager Anna Halpin-Healy and Farm Manager Jess Erho explained the farm’s grass-based dairy operation. A family-owned grass-based cow dairy producing raw milk, grass-fed beef and whey-fed pork, Cricket Creek Farm also produces award-winning artisanal farmstead cheeses. Their mission is to produce nourishing food that honors its animals, respects the land, and feeds their community, and to exemplify a sustainable model for small-farm viability. Cricket Creek Farm is involved in Berkshire Grown’s Share the Bounty Program, delivering cheese to the Berkshire Food Project in North Adams, and sells its cheeses at Berkshire Grown Winter Farmers Market and markets around the region. |
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Berkshire Grown Board & Staff Potluck: Sharing stories, ideas, and a common mission over great local food
In 2023 Berkshire Grown has welcomed four new staff members: Alyssa VanDurme, Mobile Farmers Market Manager; Ian Brunell, Program Manager, Business Members, Ren Constas, Working Livestock Coordinator, and Stephanie Bergman, Development Director. Last week Berkshire Grown Board of Directors and staff enjoyed a lovely dinner together that celebrated the growth of the organization, and introduced the new staff members to the Board of Directors. The potluck was a great opportunity for members of the board to learn more about Berkshire Grown's dedicated staff who develop, shape and grow our programs.
The dinner took place at The Old Inn on the Green owned by Peter Platt and who serves as the Vice President on the board. Served along side the Old Inn's famous chicken, Berkshire Grown staff and board shared a potluck spread of tasty fresh salads, side dishes, and desserts, all made from food grown in the Berkshires and paired with several Berkshire Cider Project hard ciders.
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Use it to find farm stands, CSA farms, pick-your-own farms and orchards, as well as locally sourced value-added products like charcuterie, preserves, and fermented foods and locations and hours of food pantries spread across the county.
You can also find the best in locally grown food and products near you by using Berkshire Grown's searchable map! |
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National Farmers Market Week, August 6-12, highlights the vital role farmers markets play in our nation’s food system.
It's summer time - the time of year when the the outdoor Berkshire Farmers Markets are overflowing with fresh local produce, meat, eggs and much, much more!
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Farmers markets are a great way to meet your local farmers and shop for food grown on nearby farms. They offer everything from veggies, fruit, eggs, and meat to seedlings, flowers, yarns and maybe even some knife sharpening! Add music, egg sandwiches and grilled sausages and your local farmers market becomes a gathering place that brings the community together. Visit all the Berkshire Farmers Markets this season -- each one is unique.
Use SNAP or HIP, WIC or Senior Coupons? Many of the markets offer Market Match and other budget-boosting programs. Visit Berkshire Farmers Markets for dates, locations, and more information on where SNAP, HIP and other benefits are honored. Click here to learn about HIP program basics and frequently asked questions.
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Can't make it to one of the Berkshire Farmers Markets? Visit your nearest Berkshire farm store, farm stand or favorite grocer selling locally sourced food. Just click here.
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In a pilot program, mobile farmers markets will bring affordable, locally grown food to Becket, Pittsfield and North Adams
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The Berkshire Mobile Farmers Market Program will stop each Tuesday morning at Massachusetts College of Liberal Arts in North Adams; each Wednesday afternoon at 18 Degrees Family Services on West Street in Pittsfield; and each Thursday morning at Becket Town Hall. EAGLE FILE PHOTO |
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Getting fresh, affordable, locally grown food is about to get a little bit easier for three communities across the Berkshires thanks to a new pilot program.
For 10 weeks, using a leased refrigerated van, Alyssa Vandurme, mobile farmers market manager at Berkshire Grown, will sell — and in some cases give away — food. The Berkshire Mobile Farmers Market Program will stop each Tuesday morning at Massachusetts College of Liberal Arts in North Adams; each Wednesday afternoon at 18 Degrees Family Services on West Street in Pittsfield; and each Thursday morning at Becket Town Hall.
Vandurme will pop up an outdoor canopy and a couple of tables, set out the produce and set up shop with some help from volunteers.
The markets will start Sept. 12 in North Adams and end Nov. 16 in Becket. The program will then undergo a period of assessment and finetuning in preparation for expansion in time for the spring harvest of 2024.
The concept for the mobile markets arose out of a key finding identified prior to the pandemic.
“There are people who couldn’t get to a farmers market, couldn’t get to a food pantry, couldn’t get to a grocery store because they couldn’t drive, there wasn’t a public transportation center,” Margaret Moulton, executive director of Berkshire Grown, told state officials on tour of three Berkshire farms on Wednesday.
Morgan Ovitsky, executive director of Berkshire Bounty, and Alyssa Vandurme, mobile farmers market manager at Berkshire Grown, are rolling out the Berkshire Mobile Farmers Market, which will pilot this fall.
Moulton credited Morgan Ovitsky with the research. Ovitsky is the executive director of Berkshire Bounty, a food rescue organization that takes donated food from seven farms and 21 grocery stores and retail sites to 27 food pantries, school districts and senior centers.
To fund the launch, in 2022 Berkshire Regional Planning Commission applied for and received a $645,194 grant from the USDA’s Regional Food System Partnership on behalf of Berkshire Bounty, Berkshire Grown, as well as the Southern Berkshires Rural Health Network, Berkshire United Way and Community Health Programs. A local match of $245,099 was required. The grant won't pay for things such as the food and marketing, so fundraising is still needed.
In choosing locations, “We wanted to make sure to capture the demographic that generally falls through the cracks,” Ovitsky said. “Either they make too much money to access SNAP, or they don’t have transportation or they’re in the more rural lands.
“We also were really cognizant of not wanting to compete with stationary markets,” Ovitsky said. “So we didn’t want to be in downtown Pittsfield because they have a robust downtown market. We didn’t want to be in downtown North Adams for the same reason. So we started looking at the outlying communities.”
Ovitsky said the two organizations surveyed people throughout the county at emergency food sites.
People in Becket, at MCLA and at 18 Degrees all advocated to be sites of the pilot farmers markets.
One key difference between traditional farmers markets and this one is likely to be pricing. It might flex into three tiers in a structured sliding scale.
“The main concept is that the people who can afford to will help subsidize the people who can’t,” Vandurme said. “And so you’re paying a little bit extra on the retail side to maybe make a lower price for someone else. It’s like pay what you can, take what you need.”
“We’re still working out those details,” she said. “And that is an important reason why we’re doing the pilot — so that we can test these processes and figure out what language works, what’s receptive to people. We really want to create a stigma-free, welcoming environment for everyone.
“So even if you want to use it as a food pantry, you don’t have to come up and say, ‘I can’t afford this. I need you to give me this food for free,’” she said, adding that gift cards will go out ahead of time so people can “take what they need, so it’s just the same for everybody.”
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Nine Berkshire County farms awarded grants
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The Berkshire Eagle File Photo. Roots Rising volunteers at Holiday Brook Farm, Dalton. |
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Nine Berkshire County farms received close to $1.5 million in state grants Thursday as part of awards totaling $26.3 million to strengthen Massachusetts’ food supply and mitigate disruption of food distribution.
The Food Security Infrastructure Grant program was created to combat urgent food insecurity resulting from the COVID-19 pandemic, according to a news release. The recent flooding in Western and Central Massachusetts is expected to have a further impact on food security in Massachusetts, as many farms play an important role in combating hunger.
Healey-Driscoll administration officials have been assessing damage at farms and discussing recovery and mitigation efforts over the past week. For the first time in the history of this program, the administration prioritized projects that support organizations impacted by drought or extreme weather events.
“In speaking to farmers over the past week, it’s clear that they need support now more than ever after being hit hard by extreme weather events from flooding to drought to late frost,” Gov. Maura Healey said. “Our farmers are the backbone of Massachusetts’ food infrastructure, and it’s critical that we continue to make short and long-term investments through grants like these to help strengthen resiliency and enhance mitigation efforts.”
The following Berkshire County farms were among the farms and anti-poverty agencies receiving a total of $1,494,959.79:
*Berkshire farms involved in Berkshire Grown Farm Access programs.
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Unusual weather means you should get to your local berry farm today
Weather conditions might lead to a shorter-than-usual harvest for summer berries
Morning Ag Clips, Published July 20, 2023
With wet weather dominating in the Northeast this summer, the New York State Berry Growers Association encourages customers to get out to their local farms and pick up—or pick their own—berries at the earliest opportunity. While the rain has produced some excellent berry crops around the region, especially blueberries, pests and extreme heat may affect the plants’ ability to continue producing fruit.
Despite a May hard freeze, spring drought, and occasional hail storms around the region, this season’s blueberry harvest has shaped up surprisingly well, with strong plant growth and large fruits. Farms across New York are reporting bumper crops, with many of them offering the opportunity for customers to stock up for summer snacking, as well as freezing for later use.
Wet conditions, however, can lead to large populations of spotted wing drosophila, an invasive fruit fly that can decimate fruit crops in a short period of time. Most New York State farms are well equipped to handle these pests. But the extreme heat poses another problem: it can cause blueberry and caneberry plants, such as blackberries and raspberries, to drop their fruit sooner than normal.
So if you’ve been looking forward to visiting your favorite farm for fresh berries, don’t delay.
Search the Berkshire Grown searchable food and farm map for PYO berries, farm stands, grocers, and farmers markets offering fresh local berries. Check out these Berkshire Grown Business Members selling berries throughout the seasons. Be sure to call or visit farm websites for availability and current picking conditions:
Mountain Pasture Farm, Becket
Still Point Community Farm, Armenia, NY
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Berkshire Farmers Tell Their Stories |
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Bruce Howden, Howden Farm
Melissa and Peter Martin, Dandelion Hill Farm
Topher Sabot, Cricket Creek Farm
Jim Schultz, Red Shirt Farm
Sharon Wyrrick, Many Forks Farm
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To pay via check or phone, make payable to Berkshire Grown, mail to:
PO Box 983, Great Barrington, MA 01230 or call (413) 528-0041
Contributions are tax deductible to the fullest extent of the law.
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Stay in Touch
Berkshire Grown's e-newsletter comes out monthly.
Margaret Moulton, Executive Director
Stephanie Bergman, Director of Development
Ian Brunell, Business Members Program Manager
Ren Constas, Livestock Working Group Coordinator
Maeve Dillon, Food Access Program Manager
Sharon Hulett-Shepherd, Membership and Office Manager
Martha Suquet, Winter Farmers Market Manager
Alyssa VanDurme, Mobile Farmers Market Program Manager
Join Berkshire Grown here.
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