Union Square Farmers Market

•Managed by Union Square Main Streets with City of Somerville.•Started 2005. •Launched in partnership with Federation of Mass Farmers Markets.•Held Saturdays 9 am to 1 pm, June through October

Kimball Fruit Farm (Pepperell, MA) – Full range of tree fruit, berries and vegetables

Parker Farm (Lunenberg, MA) – Full range of vegetables and greens

Nicewicz Family Farm (Bolton, MA) – IPM orchard with full range of tree fruit, berries and corn

Drumlin Farm (Lincoln, MA) – Full range of vegetables, drop cherries, cut flowers and pesto

Cook’s Orchard (Brimfield, MA) – IPM orchard and berries, baked goods and jams

Stillman's Farm (Lunenburg, MA) – Fresh cut flowers

Siraco Sharpening Service (Somerville, MA)- Sharpening services of kitchen knives, garden tools.

Vendors with our market since 2005

New Vendors

Iggy’s Bread (Cambridge, MA) –range of breads and rolls

Hutchins Farm (Concord, MA) – vegetables and greens

Taza Chocolate (Somerville, MA) – chocolate

Fiore di Nonno (Somerville, MA) – mozzarella

Groundwork Somerville (Somerville, MA) – plants, herbs

Urban Homesteaders League (Somerville, MA) – skillshare workshops, swap table

Herb Lyceum (Groton, MA) – potted flowers and herbs, honey, herb blends, soap

Data Collection at Market:

• Customer intercept survey (435 surveys in total collected) • Weekly attendance records

• Transaction records from wireless terminal

• Informal interviews with vendors

We accept Food Stamps  Aceitamos “Food Stamps” (vales para comida) Se aceptan Cupones de Comida  Nou aksepte “Food Stamps”

Wireless Terminal Transaction 2010 Market Season

 

Total Dollars spent by SNAP customers = $2,190

Total Dollars distributed in SNAP incentives = $1,237

Total Dollars spent by credit/debit customers = $8,354

Total amount all terminal market transactions = $10,544

 

Key Findings:

Six fold increase in EBT redemptions in 2010 compared to previous years when SNAP benefits were accepted at market.

June Ju

ly

Augus

t

Sept

embe

r

Octob

er$0.00$5.00

$10.00$15.00$20.00$25.00$30.00

EBT Average Transaction

EBT Average Transac-tion

June Ju

ly

Augus

t

Sept

embe

r

Octob

er0

10

20

30

40

50

Number of EBT transactions per month

EBT # of transac-tion

Average weekly attendance

June Ju

ly

Augu

st

Sept

embe

r

Octob

er0

500

1000

1500

2000

2500

3000

200520062007200820092010

Key Findings:

Weekly Market attendance has roughly doubled .

Residence Zip Code of Market Customers - 2010

02138021390214002141021430214402145Other

The geographic distribution of market customers has remained constant between 2005, 2006 and 2010 with just over half of customers from the immediate area of 02143. During this period, however, according to our survey the percentage of foreign born customers has decreased. In 2005 and 2006, USA was the country of origin for 79.8% of respondents. In 2010 that percentage increased to 90.6%.

Age of Market Customers (percentage of total)

15 to 19

20 to 24

25 to 34

35 to 44

45 to 54

55 to 59

60 to 64

65 to 74

75 to 84

85 +

0

5

10

15

20

25

30

35

40

2005 & 062010

Key Findings:

Four fold increase in market attendance among seniors.

Number of Children in Customer Households (percentage of total)

0 1 2 3 4 or more0

10

20

30

40

50

60

70

80

2005 & 062010

Income Level of Market Customers

< $10k

$10k-

$19k

$20k-29k

$30k-

$39k

$40k-

$49k

$50k-

$59k

$60k-

$74k

$75k-

$99k

$100+

0

5

10

15

20

25

30

35

2005 & 062010

Frequency of Market Attendance (percentage of total)

First Time

Less than 1 x

month

Once a month

2 x month

3 x month

Every Week

0

5

10

15

20

25

30

35

40

45

50

2005&062010

Key Findings:

43% of customers report visiting the market every week.

Customer Reported Total Average Weekly Purchase

Noth-ing

$1-4 $5-9 $10-19

$20-29

$30-39

$40-49

$50-74

$75-99

$100+

0

5

10

15

20

25

30

35

40

45

2005 & 062010

Average weekly sales 2010 for all customers = $31.27 Self Reported data from survey Average weekly sales 2010 for card customers = $27.18 Obtained from terminal data

Key Findings:

Double the percentage of customers to 13% who spend more than $50 at the market each week.

Key Findings:

Vendors report that Union Square Farmers Market provides their highest gross sales and highest profit over any other farmers market.

How much spent at other businesses? (percentage of total customers)

Nothing

$1-4 $5-9 $10-19

$20-29

$30-39

$40-49

$50-74

$75-99

$100+

0

5

10

15

20

25

30

35

40

2005 & 062010

In 2010 the direct economic impact of the Union Square Farmers Market for the season reached over $1.5M.

What makes the Union Square Farmers Market special?

Market is held on a pedestrian plaza with trees and seating

Music Every Week

Guest Vendor “Grown in Somerville Booth”

Recipes and free samples

Educational programs

Promotion

Ideas for Next Year

Create higher denomination coins ($5, $10)

Investigate partnership to share token system with other Somerville farmers markets

Ideas for Next Year

Increase translation capacity and signage in languages other than English at market

Ideas for Next Year

Increase use social media and internet promotion of the market

Perhaps a blog?