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HomeMy WebLinkAbout071123 PCFMA FARMERS MARKET PRESENTATIONPA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 1 Farmers' Market Study Session July 11, 2023 PA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 2 Performance in 2023: Impact of Weather •Heavy rains reduced producer and crowd count •9 bad weather market days this winter and spring vs only 2 the previous year •Seasonal producers and product returned later to the market 0 5 10 15 20 25 30 35 Nov '21 - Feb '22 Nov '22 - Feb '23 AVG Weekly Producer Count 0 100 200 300 400 500 600 700 800 Nov '21 - Feb '22 Nov '22 - Feb '23 AVG Weekly Crowd Count PA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 3 0 200 400 600 800 1000 1200 1400 Jun-22 Jun-23 AVG Weekly Crowd Count Performance in 2023: Rebuilding the Market •New Ag and Non-ag Producers added •All Producers Vetted for Product Quality •New Market Layout •New Market Manager 0 5 10 15 20 25 30 35 Jun-22 Jun-23 AVG Weekly Producer Count PA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 4 Performance in 2023: Rebuilding the Market •Consumer Survey •Distributing over Social Media, Google Business, & Email •New Instagram Channel •Launched July of 2023 •Yelp Advertising •Ads through 2023 PA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 5 The Future of the Market •Promotions: •Increasing performance of communication channels •Connecting to customers using Instagram •Utilizing Town of Danville promotional channels •Atmosphere: •In Market Activities and Enhancements •Goal of executing 4 to 6 yearly events at the market •Making kids activities available at the information booth •Additional in-market entertainment PA C I F I C C O A S T F A R M E R S ’ M A R K E T A S S O C I A T I O N 6 The Future of the Market •Producer Recruitment •New Producers Arriving Soon •Allowing Cottage Food Permitted Producers •Relaxing Ag/Non-ag Percentages for the Summer 75% 55% 27% 25% 45% 63% AGREEMENT PCFMA WEEKEND MARKETS IN EAST BAY SAN RAMON RATIOS OF AG TO NON AG PRODUCERS Ag Non-ag