1.1 Basic requirements⯆⯈

This section has been devised as a guide to help you set up a new Farmers market or take over an existing Market. Please let us know (bob@kfma.org.uk) if we have missed anything out or is not correct

As a Manager your job (amongst others ) is to attract a sufficient number of shoppers to make it worthwhile for your stallholders to continually to sell at your market. Your stallholders are small businesses and their presence at your market is determined by their individual economic viability. But just like any other retail outlet, your market must aim to have a good selection of quality produce to sell at sensible prices. Consequently, the market needs to be set up and run in a business-like fashion from the outset, which will bring benefits to all who are involved in it.

1.1 Support from Kent Farmers Market Association (KFMA)⯆⯈

Once you have decided to start up your new market, Marketing your market is key to it's survival. KFMA can offer support from help with buying signage to creating your KFMA website. Our web site acts as a 'One Stop' shop for both customers (i.e. where to find your market, when is it open, what produce can be bought and who produces the food) and Producers (who are looking for new markets to attend) and acts as a link to your own social media sites.

2.1 Guiding Principles⯆⯈

We would encourage you to adopt a set of guiding principles to help you define why you think a Local Food Market will bring benefits to your shopping community. These could include:

• Creating a focal point in your community i.e. A place for shoppers to meet and to buy wholesome, quality, local food at fair prices.

• Setting up of a low cost food retail outlet to enable small local producers obtain a regular cash flow and a fair return for their labour through direct selling and the elimination of middlemen.

• Supporting more environmentally-friendly production practices such as reducing food miles, growing organic or pesticide-free fruit and vegetables and rearing of free-range animals, which respects their welfare.

• Encouraging healthy eating through offering wholesome, fresh, quality produce without additives, colourings etc at realistic prices.

Supporting your local economy and rural employment by encouraging small business and thus keep money within the local community.

• Providing direct contact and feedback between customer and producer so customers can assure themselves as to how produce is grown/bred/made and enables producers to explain ways of cooking it.

2.3 Getting others on board⯆⯈

Before spending too much of your own time in setting up a local market we would recommend you:-

• bring in other like minded volunteers to split up the various operations

• discuss your ideas with your local Parish Council, Local Authority and Kent County Councillors

• involve local Community Organisation (e.g.W.I., local Churches )

• find Sponsors

Some of these may help you open doors you hadn't thought of and provide financial help. Local Authorities often see Farmers Markets as a way to revive local High Streets with shoppers supporting the local economy, which in turn help Local Authorities implement local regeneration plans.

3.1 Where to find funds⯆⯈

Once you have made your decision to go ahead with a market, you will either have to fund the 'start up' yourself or, which is a far better option, find partners, who will be happy to support you with funds. These partners may be your Parish Council (especially in the case of rural markets), or Local Authorities (in the case of urban markets). In addition your local KCC Councillor may be able to help (all Councillors are allocated a fund every year from KCC to support local organisations which benefit local communities). You may also find local sponsors who may be willing to support your market. These funds are key to being able to 'inform' the local population as to what is happening. Good quality signage and fliers together with a Social Media marketing approach, are key to making an impression.

3.2 A 'Start Up' Budget⯆⯈

The more 'formal' a case you can offer as to why a Farmers Market is required in your community, the better. Your case should describe the benefits it will bring to the local community (i.e. a place to meet and socialise; to find locally produced produce; to help support the local economy; to find fresh healthy food etc). You need to offer your local Councillors a good case so they in turn can advocate your cause to others.

Your budget is vital. List list all the costs involved i.e. both one off and reoccurring (see Appendix 1 which gives you an idea of potential costs involved) :-

• Rental of the location. As your project is aimed at benefiting your local community, we would hope your Local Parish Council, Local Authority, Village Hall, would back your project and be persuaded to offer you some sort of reduced rates.

• Initial Announcement :- Create a Press Release 3 - 4 weeks before announcing your plans. (See Appendix 3 as an example of a Press Release) With luck you may also have a local reporter wanting to interview you ! In which case this will not cost anything !

• Advertising Create an advert based on a 'GRAND OPENING' to be published two then one week ahead with date, location timing etc. Note:- If you are intending to use the market to raise money for a charity, the Village Hall etc make sure this is also included in the advert

• Grand Opening costs:- Develop a design for the event to attract passers by with plenty of signage, balloons etc, invite a local Celebrity or Mayor, Chairman of the Parish Council to open the Market (this also gives a signal to members of the public that your local politicians back your project)

• Signs and Banners :- Your market opens less than 5% of a normal retail outlet so your first job is to ensure your customers know when you are open ! We have found that road signs and banners are the most the most effective way to attract customers. They act as instant reminders whilst walking and driving. They need to appear a couple of days before the market (and taken down immediately the market finishes). Ideally they should be professionally produced and positioned at key junctions and anywhere else that catches the eye. Remember that drivers only have a second to see your signs so concentrate on the size of the print and a key message i.e. 'when and where', NOTHING ELSE. If banners are poorly installed, dirty and torn you are immediately giving the wrong impression.

Note: KCC (Highways) are relatively lenient when it comes to Community organisations using signage for short periods but DO NOT fix signs to street lights and other street furniture. Inform your Local Authority when you wish to display temporary signs and remind them that you will remove them immediately after the market. Supporters of the market may be prepared to put up a sign on their premises, as would local Farmers and schools might even put up banners on their railings. MAKE SURE that you DO NOT block vehicle lines of sight.

6.1 Brand definition⯆⯈

A 'brand' enables customers to immediately recognise what your organisation stands for. In our case the brand is based on the words 'Farmers Market' and our logo.

• The Farmers Market ‘Brand’ defines the differences between shopping for food at other retail outlets (e.g. supermarkets) and at a Farmers Market and highlights the difference such markets can make to the local communities. The 'Brand' tells our 'story' which is focused on the following:

• Local Food Farmers’ Markets should predominantly offer produce that is grown, reared, caught or processed locally. In our case, this is from Kent, Surrey or Sussex. Produced food and drink should also contain as many local ingredients as practical.

• Traceability Your Stallholders should be involved in and/or knowledgeable about the production of everything they sell. This means products must not be bought from wholesale markets or any other source where meat, fruit or vegetables cannot be traced back to the farm where it was raised or grown.

• Quality and nutrition Farmers Market customers expect wholesome, quality and fresh produce. It should be produced in ways that conserve the environment and respect animal welfare, (free-range for example). It must also comply with all relevant regulatory standards. It should not require chemical compounds to expand shelf live, colourings to make them look more appealing and chemicals to help them increase production.

• Community and social impact Farmers Markets have become the centre of small rural communities (especially those with none or just a couple of shops). In urban locations those markets which include the selling of of Street Food (made with local produce) have moved on to become a regular, social attraction. In both situations they are the place to meet and socialise. An attraction not missed by many Local Authorities which see a Farmers Market as a low cost investment to attract customers back to High Streets.

• Incubator of Local Food businesses Farmers Markets offer anyone who believes they have products that might enable them to create a viable long term business, a low cost retail outlet testing ground for their products. The initial investment cost is minimal compared selling wholesale to shops and feedback is almost instant.

NOTE:- If you wish to sell other i.e. non food products (e.g. craft) we would still expect the food sold at the market to conform to the Farmers Market 'Brand' but we suggest you use a different name (e.g. a 'Farmers and Craft Market' or Village Market or Community market etc) so customers understand you are setting up an organisation that is selling more than local food .

7.1 Visit Other Markets⯆⯈

Before you start to set up your Farmers' Market, we would strongly recommend that you learn from others. Not only will this enable you to avoid mistakes but also to give you confidence that you are following a well worn track ! We strongly recommend that you approach KFMA (we have both Managers and Stallholders on the Board) and talk to managers of Farmer's Markets close to you. Discuss your ideas and plans and they can help by pointing you in the right direction to help you move your ideas into reality.

7.2 Write a 'Constitution'⯆⯈

Before you start to set up your Farmers Market we would strongly recommend you write a Constitution. It doesn’t need to be formal. However, if you wish to apply for grants, you may well be asked to supply a copy of your Constitution. Once done review it annually and amend it from time to time. A Constitution makes you think about:-

• why are you doing this

• how will the market operate,

• where should the market be located,

• the operating dates and time

• what needs to be in place before you get your market underway.

As a minimum, you should try and set out:-