Worksite Farmers’ Market How-To Guide

Improving health. Enhancing lives.

hap.org

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

Table of Contents

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:

• Gainsupportfromseniorleadership

• Establishaprojectchampion

• Determineemployeeinterest

• Setmarketgoals

• Createaplanningteam

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.Inaddition,askifoneleaderwillchampiontheproject.

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:

• Encourageimprovedemployeehealth

• Supportlocalfarmersandthelocaleconomy

• Sharewellnessinformationwithemployees

• Increaseemployeesatisfactionandengagement

Planning Team

Establishaplanningteamofkeypartnerswithinyourorganization.Theteamshouldincludetheprojectchampionand

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.

• Willyouallowcarrying?(Thesaleofwholesaleitemsoritemsproducedbysomeoneelse).

• Willyouonlyallowlocalfarmers?Ifso,howdoyoudefine“local?”

• Whatareyourproductlimitations?(e.g.allowingmeat,poultry,carrying,etc.)

• Willyouallowvendorstohavesamplesavailable?

• Whatisyourpolicyregardinginclementweather?

• Howmanyvendorscanyouaccommodate?

• Willyouassignthevendorstalls?

• Willvendorsbeabletoselloutoftheirvehicles?

• Willvendorsbeabletotakeupmorethanonestallspace?

• Willyouchargeafeetovendors?

• Whatwillyouprovidetothevendorattheirstall?(e.g.,table,chairs,wastebasket,shelter,etc.)

• Willyouprovideelectricity?

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,andexpectationsforthemarket

• Basicapplication:name,address,etc.

• Contractforthevendortosign

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.)

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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

forbodilyinjuryandpropertydamageclaimsresultingfromthevendingoffoodandfoodproductsatthefarmers’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.

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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

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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

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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

dcarmody@detroiteasternmarket.com.

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 khill@detroiteasternmarket.com.

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.

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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.

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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.

❑Meetwithbuildingoperations/securitytoaddressanymajorconcernsandaskforassistance.

❑ 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 ❑ More than $20

4. Please rate the following aspects of this event…

Your overall market experience ❑Excellent ❑Good ❑Fair ❑Poor

Qualityofvendorproducts ❑Excellent ❑Good ❑Fair ❑Poor

Variety of products ❑Excellent ❑Good ❑Fair ❑Poor

Value of health information provided ❑Excellent ❑Good ❑Fair ❑Poor

Convenience of location ❑Excellent ❑Good ❑Fair ❑Poor

Hours open ❑Excellent ❑Good ❑Fair ❑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.

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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 ❑Excellent ❑Good ❑Fair ❑Poor

Product sales ❑Excellent ❑Good ❑Fair ❑Poor

Market location ❑Excellent ❑Good ❑Fair ❑Poor

Market attendance ❑Excellent ❑Good ❑Fair ❑Poor

Organization of market & market managers ❑Excellent ❑Good ❑Fair ❑Poor

Market manager communication ❑Excellent ❑Good ❑Fair ❑Poor

4. Did 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 Market1. Promote health and wellness among employees

2.

3.

4.

VendorQualifications(Usethissectiontodescribeyourspecificqualificationstandards.We’vesuggesteditemstoconsider.)•Identifyallvendorsthatwillbepermitted

•Restrictedtolocallyproduceditems?

•Iflocal,definelocalbymileage.(e.g.,Forthepurposeofthe[COMPANY]Farmers’Market,‘local’isdefinedaswithin

a [X]-mile radius of the market.).

•Localfarmerscanalsomeanlocalproductssomakesureyouspecify.(e.g.,Allproduceandothergoodsbeingsold

must be produced within the [X]-mile radius.)

•Wholesaleitemspermitted?

•Ifnot,sampleverbiageincludes:Allvendorsmustproducetheirowngoods;nosaleofwholesaleitemsispermitted.

•Carryingispermitted…includelimitationsorcontingencies.Or,carryingisnotpermitted(e.g.,Vendorsmayonlysell

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 ❑Flowers ❑Spices

❑Vegetables ❑Herbs ❑Potted plants ❑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 ❑Cheese ❑Any perishable item*

❑Seafood ❑Eggs ❑Dairy

* Unless pre-approved by Market Manager

Growing CertificationsThe [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.

SamplingSampling 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 VendorAll 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.

• Proofofproductliabilityinsurance

• Autoliabilityinsurance(ifusingyourvehicletoserviceyourbooth)

• Growingcertificates

• Other

Set-Up and Take-DownVendors 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.)• Fooditemsshallbedisplayedonatable.

• AllproducemustmeettheMichiganDepartmentofAgriculturePackagingandLabelingstandards.Thisincludes

nutritional labels on all packaged products.

• NofoodordrinksamplescanbegivenatthemarketwithoutproperpermitfromtheMichiganDepartmentofHealth.

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• Smokingisstrictlyprohibited.

• Noalcoholicbeveragesallowed.

• Notelevisionsorstereosallowed.

• Nouseofprofaneorabusivelanguage.

• Vendorsareexpectedtobedressedincleanandsuitablypresentableclothing,appropriatefortheprevailingclimate.

• Vendorsareexpectedtokeeptheirmerchandiseinreasonableorderandallowunimpededaccesstocustomers.

• Thevendorwillcleanupanyspillageandisresponsibleforremovingtheirowngarbageandcleaningtheirdisplayarea,

as best as possible, at the conclusion of the market.

• Restroomfacilitieswillbeprovided.

• Vendors[WILL/WILL NOT] be allowed to sell out of their vehicle.

• TheMarketManagerwillallocatelocationofstallsonthemarketday,andhis/herdecisionisfinal.

• Nobegging,loitering,solicitingorplacingofanyposters/advertisements/billboardsontheMarketandcompany

grounds, unless preapproved by the Market Manager, [NAME].

• TheCityof[INSERTCITY],[COMPANYNAME],andthe[COMPANY]Farmers’Marketarenotliablefortheftordamageof

any merchandise before, during, or after market hours.

• TheCityof[INSERTCITY],[COMPANYNAME],andthe[COMPANY]Farmers’Marketassumenoresponsibilityandarenot

liableforanyinjuries,whichmayoccurwithinanindividualstall.

• Vendoragreestoholdharmless[COMPANYNAME]andthe[COMPANY]Farmers’Market,itsofficersandemployees,

andagentsfromanyclaimsfordamagetopropertyorinjurytopersonswhichmayarisefrom,orbeoccasionedby,any

activity carried on by the vendor or by others in their control at the [COMPANY] Farmers’ Market.

• Vendoragreestoindemnify[COMPANYNAME]andthe[COMPANY]Farmers’Market,itsofficersandemployees,and

agentsagainstanyclaim,loss,judgmentoraction,ofanynaturewhatsoever,includingreasonableattorneyfees,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 ContractViolation 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 ManagerAny 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.

Isthissufficientspace? _______ Yes ________ No

Willyoubesellingoutofyourvehicle[IFALLOWED]? ________ 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

injurieswhichmaybesustainedbythe“VENDOR”inconnectionwithorentryintheabovestatedprogramsthroughnormal

participation.

Vendor signature:

______________________________________________________________ DATE: _____________________________________

Please return this Vendor Application and Contract to:

[INSERT COMPANY ADDRESS AND MAIL/FAX INFORMATION]

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