Transcript Vancouver Farmers Market

2009 Season Kick Off
Agenda
Trends
 Making a Difference & Providing Value
 Ideas and Tips
 Questions and Summary
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The Brave
New World
New World
Trend # 1 - Sustainability
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Vancouverites are aware of and concerned
about who grows, processes and brings their
food to market. They are becoming more
concerned about sustaining local food systems
and keeping farms in their local area
Preserving local food systems is valued by
customers
You need to focus on:
 Educating consumers about the advantages of locally grown,
processed and retailed food. Bringing the message to the
forefront in all positioning and marketing messages
The outcome will be:
 Increased loyalty and perception of value
Trend # 2 - Wellness
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The aging of the population combined with the
desire to stay healthy and fit as people age will
increase the demand for farm market products
including fruits and vegetables especially those
grown and sold with the smallest
environmental impact
You need to:
 Providing both the quality products and services that a
discerning buyer is expecting
 Provide packaging solutions that are consistent with the overall
message of “authentic”
The outcome will be:
 Healthier and happier customers
Trend # 3 – The Experience
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Farmers, shoppers and city planners are
discovering that these markets provide a vital
link between consumers and farmers while also
functioning as a vibrant community center.
You need to focus on:
 Making the experience both satisfying and fun for those in
attendance. Every single contact with a consumer is a
“moment of truth”
The outcome will be:
 VFM will become an anchor in many communities
bringing the local people together to support one
another rand the community as a whole
Trend # 4 – Home Economics
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Consumers are becoming very conscious of
how they allocate their “Total Household
Income”. Wallets are becoming smaller and
people are making more conscious decisions
on how / where they spend their money
You need to focus on:
 Secure the value for money proposition and that the price /
value disparity is acceptable for the discerning consumer
The outcome will be:
 Continued loyalty despite smaller wallets
Making A Difference
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“…but I am just one person [farm]…can I
really make a difference?”
Value
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Research conducted at the University of Northern
British Columbia has indicated that BC's farmers'
markets have a significant economic impact on the
province, over and above their value to communitybuilding and local food production
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A study has shown that B.C.’s farmers’ markets
contribute $118.5 million annually to the provincial
economy, Agriculture and Lands Minister Pat Bell
announced.
November 9, 2006 ABBOTSFORD
VFM Growth
Think about…
Higher
Perceived Price
Price
Lower
Less
Benefits
More
Price vs Value
VFM Value Proposition
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Vancouver Farmers Markets is about people who love
fresh food at festive gatherings = quality and community
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Plazas of fun, discovery, and connecting
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Weekly markets create healthy food networks that
sustain our land, our community, and our homes
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Vancouver Farmers Markets help keep BC farmers
farming = jobs for our community
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+ A long list of community ‘spin off” effects
What Is Your Value Proposition ?
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Let’s brainstorm…
Keeping in mind
Value
Attribute
Why Eat Locally
Taste the difference
 Know what you’re eating
 Meet your neighbours
 Get in touch with the seasons
 Discover new flavours.
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Why Eat Locally Continued
Save the world
 Support small farms
 Give back to the local economy
 Be healthy
 Create memories & have fun
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Raising Your Value Proposition
Publicity for Your Farm
 Farmers markets allow you to interact
with customers, educating them about
your farm and how food is grown. You
get a chance to pitch your product to the
customer
 Growers can share information on crops,
growing techniques, market ideas and
cooking.
Selling Tips
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Price your product appropriately – remember - value is
in the eye of the customer. The more you educate your
customers about how a product is grown, the better
they will understand your pricing system.
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Posting all your prices for each product takes out the
guess work for customers. Markets can be notorious
for fluctuating prices (which concerns cost conscious
consumers)
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Many customers prefer to handle the products and
pick them out themselves, rather than purchasing
them pre-packaged.
Selling Tips 2
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Learning good selling techniques can help you
establish customer relationships which lead to more
sales. Bring a smile and stories to tell.
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Engage your customers in conversation and educate
them on your products and how they are grown. Make
eye contact with them when you are talking and
appear eager to serve them.
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Pay attention to your physical appearance as well. You
want to project a clean, responsible, honest image, so
dress accordingly.
Display
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Convey a sense of pride in your product and
appear ready for business. A good display
does not have to be expensive
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Keep the display off the ground, preferably
at waist level
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Prop boxes or baskets at a slant toward the
customer
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Give your display the illusion of abundance
Make it appear as though your product is
spilling out.
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Make sure all items are clearly visible and
easy to reach. Use props from home/farm to
create your display
Signs
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A good sign is a must at a farmers market. A sign with your farm
name (and logo) identifies you so people can find you again and
tell their friends how to find you.
Have photos and information about your farm available for
consumers to see and learn about your farm.
Tips:
 Make sure the sign is clearly visible from a distance
 Make sign from sturdy material, especially for windy markets
 Be sure to include descriptive phrases or words, such as "locally
grown" or "organic", if applicable
 Humour is good, we all need a laugh now and then!
Top Reasons People Visit
Farmers' Markets
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Taste local or regional and hence fresher, food.
Enjoy mouth-watering, tasty delicious foods that are available in-season only
Buy a variety of specialty foods that will impress your dinner guests.
Discover a wide variety of "new" specialty products that offer new tastes and
flavours.
Enjoy foods produced with fewer chemicals thus protecting the your health and
the environment.
Support farmers who are committed to the humane treatment of animals.
Seek out foods produced in a unique way.
Meet the farmer who grows your food and ask them for details on how the product
was produced.
Pick up some cooking tips and recipes from Chefs and Producers.
Purchase foods at the market and support the future of family farms and food
security in British Columbia.
Connect with your neighbours and community.
Reduce your carbon-imprint by walking or cycling to your community farmers'
market.
What Do You Have In Store For Us?
2009 Season Kick Off