A project by OPENAIR-MARKET NET.
Currently we have only this one issue discussed here, competition between farmer's markets and roadside stands. More issue topics will be added. Also, be sure to check and post to the Usenet group alt.culture.openair-market and to take part in e-mail discussion groups.
From: dlh3@cornell.edu (Duncan L. Hilchey)
Subject: DIRECT-MKT: Farmers' Market and RSS Competition?
A small community in Central New York is investigating the establishment of
a farmers' market. Some roadside stand operators near the community have
expressed concern about potential competition from the farmers' market. Any
suggestions on how to deal with this? What to tell them? Appreciate any
feedback.
Response: #1
From: "William B. Patton" <cxwbp@cotton.vislab.olemiss.edu>
To: "Duncan L. Hilchey" <dlh3@maat.reeusda.gov>
Subject: Re: DIRECT-MKT: Farmers' Market and RSS Competition?
I would suggest trying to involve the roadside stand operators
in the suggested plans for the community farmers market if they are
indeed a part of the community. Producers/Direct marketers and most
people are against what they are not informed about. Also, most
individuals do not realize that healthy competition is usually good and
strengthens all involved.
Careful planning and innovative ideas should have a positive
influence on the majority of those involved, if not, it should not be
attempted. If a project is attempted that benefits a minority of its
audience, and/or a few dedicated nucleus run the show, then it will fail
immediately or struggle under poor results and/or die when the dedicated
few fade.
We in Coop. Extension think we have the answer to all clientele
problems and if not, another Extension Specialist/Researcher has the
solution. As I get older, I realize that clientele know best what they
need if I can only get them together and provide a little motivation/
empowerment. I believe that the real value of an idea or plan is only limited by
commitment and motivation of those that grasp it. Thus one idea is not
necessarily better than another at birth but how it is nourished by those
of parental care.
I didn't intend to get philosophical but maybe these thoughts
will help.....
Response #2
From: Tom Wall <tom@oak.prec.ohio-state.edu>
Date: Thu, 11 Jan 96 09:41:44 -0500
To: direct-mkt@maat.reeusda.gov
Subject: DIRECT-MKT: FM vs. RSS competition
Hello. My experience with farmers' markets and roadside stands was that often, people with roadside stands attend farmers' markets because it aquatinted people with their business who otherwise weren't customers. They used farmers' markets as advertising and were happy if they covered their expenses. How many of the RSS operator plan on participating in the FM?
I have told clients that a farmers' market will more likely help their business than hurt it. But, then there are those who feel if there was no competition everyone would buy from them. Sure.
Something else you could try is tell them that if a farmers market isn't started Wegmans will come to town! Just don't tell anyone it was my idea! Good luck, Tom Wall
Response #3
From: Larry Yager <LYAGER@A1.PSUPEN.PSU.EDU>
Subject: RE: DIRECT-MKT: Farmers' Market and RSS Competition?
Posting-date: Thu, 11 Jan 1996 10:35:00 -0500 (EST)
My recommendation for the farmers' market in central New York is to invite the
roadside stand operators to participate. This will provide them with a level
playing field on which to compete. This also provides them with added
visibility and an opportunity to invite customers out to the stand on the days
the farmers'market isn't open. Is the proposed farmers' market a "producer
only" market? The above recommendation is most applicable to them but is also
valid for open vendor type markets. Regards, Larry Yager
Response #4
From: newworld@el-dorado.ca.us (Eric Gibson)
Subject: DIRECT-MKT: re: Farmers Market/RSS Competition?
I agree with Larry Yeager: Invite the roadside operators to sell at
the farmers market. They may be surprised at how soon they attract a loyal
band of farmers market customers who will be curious and eager to come out
to their roadside markets. The next step may be to get together with
neighboring roadside market owners to do cooperative promotions to attract
tourists or city folk who may not want to drive 100 miles just to visit one
farm market, but may be eager to do so if there are enough farm attractions
in the area to make it a fun weekend outing for the family. Further group
promotion activities can include such things as cooperative advertising,
local direct marketing associations or farm trail maps, organizing tasting
events to give food buyers such as chefs and specialty brokers a taste of
your produce; and regional marketing associations.
It pays to promote with your fellow growers. Many growers feel they
are competing with their neighboring farmers. This is not necessarily true!
The more attractions in an area, the better to attract the crowds-more
brings more. The appearance of abundance and prosperity invites people to
come and partake of the bounty. This is why customers flock to shopping
malls where they may have not just one particular store to choose from, but
at least a dozen selections to choose from.
The Sonoma County Select organization in California, for example,
promotes local products under the "Sonoma County Select" label. Without a
strong local marketing group, apples imported from Washington were selling
for $1.19 a pound in supermarkets, while local apples were selling for six
pounds for a dollar. Sonoma County Farm Advisor Paul Vossen told Sonoma
County growers: "Local individual competitors are a drop in the bucket. Our
real competitors are not other Sonoma County apple growers, but the big
Washington State apple growers." Now several years later , thanks to Sonoma
County Select's cooperative marketing efforts, locally-grown sales have
started to soar.
In his recent book, "Guerrilla Marketing Excellence," J. Conrad
Levinson states that "The strategic alliance is your solution for the
1990's and beyond. Businesses that flourish will not be independent firms
or one-man-band enterprises. They'll be dependent firms that need one
another to prosper. Look for cooperative endeavors with suppliers,
competitors from your own area or distant areas, businesses with the same
audience, businesses in your community, huge national businesses, your
personnel. Success and growth will belong to teams and not to players.
Consider everyone you deal with on a business basis as your partner, as a
potential ally for a strategic alliance."
Best, Eric
Eric Gibson/ New World Publishing/ 3085 Sheridan St./ Placerville, CA
95667/ (916) 622-2248/ email: newworld@el-dorado.ca.us
"Sell What You Sow! The Grower's Guide To Successful Produce Marketing"
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