How to Start a Farmers' Market

When we moved from Manhattan to Rockland County, New York, my husband and I, faithful shoppers at the city's greenmarkets, were dismayed not to find one here. Yet Rockland and neighboring counties have farms. They needed our support and we wanted their food, so there was only one thing to do: start our own weekly farmers' market.

After a year of planning, I was all nerves on opening day. At 7 a.m., I paced the empty parking lot, referring to my chart of where the vendors would be placed. Then a truck slowly turned the corner, filled with vegetables. Another truck arrived, laden with sunflowers. The market was really happening! The stands were gorgeous, people came, they bought. Now, nearing the end of the season, I can say our first year was a success.

And we're happy to be part of a growing trend. According to the U.S. Department of Agriculture, nationwide, in 1996, there were 2,410 farmers' markets, an increase of 20% over 1994. More than a million customers visit markets weekly, providing essential income to small and mid-sized farms, enabling many to stay in business.

Where to Begin

I talked to everyone in my community: friends, complete strangers, people who owned open spaces, and community leaders. I needed to learn whether there was widespread interest (farmers will want to know this), and who would help me. I also called organizations: Mothers & Others, Just Food in Manhattan, and the Peconic Land Trust, which preserves farmland in Long Island. Through the network I found Miriam Haas, who had developed markets in nearby Westchester County and, coincidentally, was trying to start one here in Rockland. The two of us teamed up.

The Location

You'll need a parking lot, open field or town green that is highly visible, where trucks can unload easily and park, and customers can also park and walk freely around. Ideally, the space should be donated. Try parking lots of establishments that are closed on weekends, such as a bank, library or school. Check with your parks department and town officials about permits and ordinances. Our market is held on Thursdays from 8:30 a.m. to 2:30 p.m., and is located in a municipal parking lot in the center of Nyack.

Funding

Although you are charging the farmers rent for their space, and the market location is hopefully free, you'll still need seed money to get the market started. ($4,000 is a good amount.) We secured donations from the Chamber of Commerce of the Nyacks and The First Union Bank, and from the State of New York through the efforts of Assemblypersons Alex Gromack and Sam Coleman. You can also approach civic, church, gardening, and environmental groups for support and sponsorship.

You'll need funding for publicity posters, flyers, banners and advertising. Also, you'll need to pay a site manager to run the market. Volunteers can help, but one continuous point-person to give the farmers consistent support is a must.

Farmers & Guidelines

Most markets will sell only regional produce and food products made by the vendor. Once you set your guidelines, it's important to stay true to them. We have three produce stands, one of which is organic. Other vendors offer everything from flowers, breads and baked goods, to jams and jellies, cheese and maple syrup.

To find farmers, contact your state agriculture department (which has lists of farmers in your state), the cooperative extensions of nearby universities, and farm bureaus. Visit other farmers' markets to recruit.

Vendors pay monthly, in advance. Check with farmers' markets in your area to determine what's fair to charge. At our market, we charge $25 per week for farmers and $35 for those selling processed foods (baked goods, etc.), but fees vary with locality.

Make sure your vendors, site manager, and sponsors have insurance. At our market, every organizer and vendor carries their own coverage of up to one million dollars. Also, processed food vendors need to have a board of health certificate. Your farmers should submit their crop plan, so that you'll know what produce will be coming in, and when. (If one farmer won't have tomatoes, you can find another who will.)

Have Some Fun

A special event now and then streng-thens the market's community connection. Try having farm animals from a local farm, a compost demonstration, a talk by a master gardener or chef; or get ambitious with corn roasts, a harvest festival, and baking contests. At our market, I do a weekly story hour for children.

Now -- autumn -- is the time to get started. You need to get your farmers lined up before they order their seeds (so they can plan their crop production). I did it, and so can you!