Empowering Producers to Thrive at Local Farmers Market
Extension Education
Jennifer Davidson
County Extension Coordinator - Russell County
Alabama Cooperative Extension Sysytem
Phenix City
Abstract
In 2015, representatives from the local farmers market requested a meeting to discuss the dwindling sales of the market due to poor location and no marketing. After becoming aware of the community needs, Extension provided leadership to begin managing the market in earnest. Signage was created and installed, social media posts and newspaper write ups began. After two years of meager sales increases. Extension led the group to a new location and schedule. In 2017, the market was moved to a more visually prominent location with afternoon shade and signage on a major roadway. By 2018, due to the increase in drive by traffic, visibility, strategic marketing efforts and change of dates, farmers reported significant increases in sales. To date, the market has seen steady growth in annual gross sales, according to vendor surveys. Russell County Extension administers the Russell County Farmers Market, yearly, from May through November. In 2018 the farmer market generated approximately $24,000 in gross receipts in fresh, locally-grown vegetables. During the 2020/2021 Covid years, the market continued with pandemic related precautions and very little impact- with similar income estimates. In 2023, the market changed names for greater marketing impact to “Phenix Fresh Open Air Market” – to provide the market with a fresher name that includes the locally grown plants the market offers- not just the fresh food items. In 2024, vendors reported an aggregate $99,250 in sales ( a 104.64% increase). Annually, hundreds of limited income seniors that meet the Alabama Department of Ag and Industries income requirements received the Senior Farmers Market Nutrition Vouchers in the estimated amount of $40-$50.
Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.
Click to view Poster
Authors: Jennifer Davidson, Kathy Gonterman
-
Davidson, J. County Extension Coordinator - Russell County, Alabama Extension, Alabama, 36867
-
Gonterman, K. Administrative Assistant, Alabama Extension, Alabama, 36867