John Stanley

7 REGIONAL FARMERS MARKETS AREAS FORMED

FMNZ Buy Local Contributions Milestone 2

John Stanley – Marketing the Farmers’ Market Brand

Key messages from the three workshops

“Commit to and communicate clear business strategies”

“Dare to be Different”

“Just do it”

“Delight Strategies – what is your lipstick”

“Who can you partner with in your community?”

Auckland 28 th November 2008While the numbers attending the Auckland meeting of Farmers’ Markets did not represent NZ biggest City, there was a real understanding that Farmers’ Markets in Urban centres have different needs and wants than Rural Farmers’ markets yet the Authenticity must still be what defines a Farmers’ Market from all other types of shopping experiences.    Successful markets have built locality ladders with there consumers and stallholders so that the markets is seen as an integral part of the weekly shop.  Networking and communication are high on the list of achieving as well as growing the customer experience so that the community has a sense of pride and ownership.  Sharing of food producers and the need to network with local authorities were discussed as well as national sponsorship and the need for collective marketing to attract and find more authentic food producers

Three things that we need to do over the next five years to secure FM’s in the Auckland region

Orita Farmers’ Market - Customer experience, reinforcement of what you are doing

Parnell Farmers’ Market - Collective marketing with Management, developing what we have

 Britomart Farmers’ Market - Growing the experience – ie stallholders, incorporating other stallholders – networking

If there is a will there is a way – changing mindset – finding a way to make them happen – what’s the return on the investment?

Signage and resource consents

DAVID WILSON - BUILDING AN ENTERPRISING COMMUNITY THROUGH FARMERS MARKETS – UNLIMITED POTENTIAL FOR EVERY TOWN



David Wilson Key Messages

In times of change it is the learners who inherit the future. “

 

“Every single person has capacities, abilities and gifts”

 

“The Purpose of a business is to find and keep customers”

 

“Find out what your customers want and give it to them”

 Success starts with healthy Communities….. places where the capacities of all residents are identified valued and harnessed and this was the key message from David Wilson for all Hamilton Workshop attendees.  A good representation from Hamilton and Cambridge markets proved that successful management is the key to running multiple Farmers’ Markets.

WHAT IS SPECIAL ABOUT OUR COMMUNITY AND MARKET LIFE THAT CANNOT BE LOST?

WHAT DO WE NEED TO GET RID OF FROM OUR COMMUNITY MARKET?

WHAT NEEDS MODIFYING OR REORGANISING IN TERM OF OUR COMMUNITY AND MARKET LIFE?

These questions were all raised and answered with enthusiasm  as the room worked together to strategise what needs to happen in the Hamilton and Bay of Plenty region.   We all discovered that   Great communities don’t just happen! – They are created, nurtured and sustained by caring, connected and involved residents

FMNZ Vision

Vision         Our vision is to… develop a national network of around 50 authentic Farmers Markets, drawn together by a shared passion for and commitment to fresh, locally produced, authentic food direct to consumers.                       

For FMNZ specifically, this means: 

·         Working towards certification - showing each market does indeed meet the definition and standards of a “Farmers Market”. 

·         Being a source for member Markets looking for quality help, information, resources, advice etc. 

·         FMNZ being established on a professional footing – with a paid coordinator (in time), and paid contractors delivering specific project outcomes. 

·         FMNZ taking on the overall role of PR and marketing the “Farmers Market movement” – but this does not in any way negate the local efforts to promote a specific market. 

·                                             FMNZ taking on national responsibilities around internal communication (across the network), liaising with Economic development Agencies, funding sources and national organisations with like interests.       

The Mission of FMNZ


Mission        Farmers Markets New Zealand’s mission is to: 

foster the ongoing development of farmers markets in New Zealand                       

                        As part of this overall purpose, the national organisation (FMNZ) exists to: 

·         Spread passion for fresh, local, authentic food, by educating people and groups and engaging with (or lobbying) local government or national bodies.

·         Protect and develop the Farmers Market brand, and brand values of authenticity, local, fresh food produce.

·         Act as a mentor to local Farmers Markets, sharing knowledge and information.

·         Progress the common interests of FM members.

·         Facilitate excellent communication between markets and with consumers.

·         Support local market managers to help local markets be successful.

The Aims of FMNZ

The aims of the Farmers' Market New Zealand Association are

  • To facilitate the formation of a network of authentic Farmers’ Markets throughout New Zealand
  • To clearly define the concept of an authentic Farmers’ Market and facilitate the development of this model in the cities and provinces of New Zealand.
  • To support the viable and self-sufficient operation of existing and future Farmers’ Markets by sharing information and providing appropriate resources.
  • To protect the brand “Farmers’ Market”, clearly distinguishing the concept of a Farmers’ Market from other markets, both retail and wholesale
  • To advocate on behalf of members at a national level.

The Executive of FMNZ (comprises of seven farmers market representatives)  is interested in your comments, and ask those with feedback to have it with us no later than 15th June by e-mail to members@farmersmarket.org.nz