Darren Stott Greenchain Consulting Tabitha McLoughlin Executive Director, Coquitlam Farmers’ Market David J. Connell, PhD MBA University of Northern British Columbia BCAFM 2014 Conference Leading the Food Revolution Market Positioning through Market Policies

Purpose To help farmers’ markets execute and strengthen their strategic direction through the development and use of market policies.

Outcome Strengthened Market Policies: Help markets be more competitive Increase loyalty of customers and vendors Help markets become more efficient and profitable Support the growth of market vendors and their community

Agenda Introduction3:15 Exercise 13:25 Strategic Planning3:35 Market Positioning3:45 Market Policies3:55 Exercise 24:10 Next steps4:25 Q&A

What are the 3 most important policies you think are the most important to your market? Exercise 1

Results of recent studies show significant growth More farmers’ markets in BC More people shopping at farmers’ markets More money being spent by shoppers at farmers’ markets

However…… More competition More savvy shoppers More impact on businesses and community More opportunities More challenges

Therefore Strategic Planning is vital for growing markets The aim is to actively decide on a desirable path of development –A “development path” refers to typical patterns of growth for a farmers’ market and the steps associated with this pattern of growth Mission, vision, goals, and objectives

The core business of farmers’ markets is to ‘profit’ by bringing farmers and shoppers together in a unique setting.

Social experience Relation with farmer LOWHIGH PERSONAL IMPERSONAL CSA Shoppers Wholesale Save-On Wal-Mart Corner store Farmers’ markets U-Pick Farmgate Food Retail: Farm Direct

Market positioning To get customers’ attention and dollars, a business tries to distinguish itself from its competitors and to differentiate its product and services by turning strengths into an advantage

Social experience Relation with farmer LOWHIGH PERSONAL IMPERSONAL Market Position

How to position your farmers’ market What tools are available to help your market position itself in relation to its direct (and indirect) competitors? –Positioning is usually achieved through pricing and quality –Reinforced through advertising, promotions, and branding

Your market’s policies are the essential tools to support market positioning

Market policies as strategic tools How can each of the following be used as tools to turn your strengths into advantages? 1.Geographic boundaries 2.Staffing of vendor tables 3.Co-operative selling arrangements 4.Re-selling produce 5.Vendor type & mix

1. Geographic boundaries

2. Staffing of Vendor Tables

3. Co-operative Selling Arrangements

4. Reselling produce

5. Vendor Type & Mix

For each of the five key policy areas: how would loosening or tightening each of the policy areas affect your market’s “market position”? Why? Exercise 2

Next steps Strategic business planning –The Core Business of Farmers’ Markets –Selling at BC’s Farmers’ Markets –BCAFM Webinar series –Outside support –Grants Market policy development –Learn from others –Discuss with staff, board, vendors & key stakeholders –Link to overall strategy

Q&A