Links and Other Sources of Information

As you may realize, we are not alone in our attempts to measure the economic efficacy of public markets. Nor have we only given it one shot. On the contrary, since opening day (back in the 20th century) we have been exploring simple, cost effective means to capture the economics our farmers’ market.

Below are some of the useful resources pertaining to our studies, other studies, and organizations that may assist you in your efforts to measure your market.

In order to understand the methodology behind SEED, visit our “How to” page. If, on the other hand, you wish to get a sense of how our studies read, how we make the case for our market to decision makers, check out the links and PDFs below.

Not sure if you want to use SEED?

Download the SEED Cover Sheet (.pdf)
Download the SEED Pollster Form (.pdf)
Download the SEED Forager Form (.pdf)
Download the SEED Vendor Form (.pdf)

Our Own Studies:

“Catalysts for Growth: Farmers’ Markets as a Stimulus for Economic Development.” A Greenpaper published by the Economics Institute. New Orleans, LA. September 1999.
Available on our web site, we published this essay in order to make the case to decision-makers how our small, community enterprise has yielded amazing results upon the local community. Written in a very user-friendly format, large segments of the essay have been lifted by numerous organizations to make the case for the value of the market in their own community.

Renwick, Edward F. “Opinions and Attitudes of Vendors at the Crescent City Farmers’ Market: Phase I & Phase II Combined.” Edward F. Renwick: New Orleans, LA. 8 October 2002.
Warts and all, here’s pollster Ed Renwick’s report based upon the studies of Market vendors conducted in the summer 2002. We based SEED methodology upon our lessons learned with Professor Renwick. Please feel free to download a PDF of the document here.

Studies about our Market conducted by others

Binu, Alex et al. “Market Research and Recommendations for Introducing Seafood at the Crescent City Farmers’ Market.” Freeman Consulting Group: New Orleans, LA. 30th March 1998.
Available in our resource library at our office, MBA students at Tulane University conducted interviews of consumer opinions about their preferences if they were to purchase seafood at the farmers’ market. Research was conducted in order to help determine whether and how we should introduce fishermen to the Market.

Bremner, James et al. “Green Market.” Freeman Consulting Group: New Orleans, LA. April 1996.
Conducted by MBA students at Tulane University, this tool is available at our office. This represents our first serious stab at capturing the economic activity of the Market. Results eventually worked their way into the Greenpaper we published.

Deephouse, D. L., Manley, J. E., Campany, C. V., & McCarthy, R. “The synthesis of marginalized labor and professional norms in the rejuvenation of an institution: A comparative case analysis of farmers’ markets.” Presented at the annual meeting of the Academy of Management, Toronto, ON, Canada. 9th August 2000.

Osorio, Francisco et al. “The Green Market: Marketing Research Study.” New Orleans, LA. 7th December 1995.

Studies conducted by/for other markets:

“1999 Customer Survey Results.” University District Farmers’ Market: Seattle, WA. 1999.

“1999 West Seattle Farmers’ Market Customer Survey Results.” West Seattle Farmers’ Market: Seattle, WA. 1999.

“American Farmland Trust: Confidential Information Survey 1999.” American Farmland Trust: Washington, DC. 1999.

Burns, Arthur F. and Johnson, Denny N. “Farmers’ Markets Survey Report.” USDA Agricultural Marketing Service, Transportation and Marketing Division, Wholesale and Alternative Products Program: Washington, DC. July 1996.

Cavinee, DeeAnna R. “Proposed Guidelines: Farmers’ Markets Network Development; Markets Working Together, Building Prosperous Family Farms and Healthy Communities and Families.” Report submitted to the Farmers’ Market Alliance. Powered-Up Projects: Pittsburgh, PA. 23rd January 2002.

Cavinee, DeeAnna R. “Proposed Guidelines: Farmers’ Markets Development; Helping Build Prosperous Family Farms and Healthy Families and Communities in Southwestern Pennsylvania.’ Report submitted to the Farmers’ Market Alliance. Powered-UP Projects: Pittsburgh, PA. 23rd January 2002.

Cummings, Harry et al. “Farmers’ Markets in Ontario and their Economic Impact 1998.” School of Rural Planning and Development, University of Guelph: Guelph, ON, Canada. May 1999.

“FRESHFARM Market: Customer Survey 1999.” Washington, DC. 1999.

“FRESHFARM Market: Business Survey.” Washington, DC. 1999.

Pantano, John and Owens, Melinda. “Santa Fe Area Farmers’ Market Customer Survey Results.” Final Report to University Programs; Draft Report to Farmers’ Market. University Programs, Los Alamos National Laboratory, Program TYCI, Human Factors Group, Team TSA-9. 30th November 1999.

Payne, Tim. “US Farmers’ Markets—2000: A Study of Emerging Trends.” USDA Marketing and Regulatory Programs, Agricultural Marketing Service, Transportation and Marketing Programs, Marketing Services Branch: Washington, DC. May 2002.

“Revitalizing Communities: Building Partnerships for Self-Sustaining Local Economies through Public Markets.” A report from the Project for Public Spaces conference “Public Markets and Community Revitalization – Building Local Economies.” Lexington, KY. 20th September 1996.

Stephenson, Garry and Lev, Larry. “Common Support for Local Agriculture in Two Contrasting Oregon Cities.” At the 61st Annual Meeting of the Oregon Rural Sociological Society. Oregon State University Extension Service: Portland, OR. August 1998.

Miscellaneous Web Links

Bureau of Economic Analysis:
Part of the U.S. Department of Commerce, the Bureau can determine the appropriate multiplier effect to use for your region. You submit your region (i.e., the contiguous counties you serve). They take your inputs and (for a reasonable fee) spit out the appropriate number for your industry (i.e., agricultural, retail). The wonderful thing about using this service is that your study is completed using the U.S. Department of Commerce’s methodology, Regional Input/Output Modeling System (known as RIMS II).

Multiplier Effect. What is it? Vivian C. Choi’s description published by Guam’s Annual Economic Review is a good place to start if you’re grappling with the very concepts.

The United States Department of Agriculture has invested considerable time and resources cataloging the growth of farmers’ markets and their effectiveness.

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