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US (VA): Broadway Farmers Market manager talks promotion

To truly be appreciated and accepted into a community, there has to be a level of understanding about what and who is needing to be served. Virginia’s Broadway Farmers Market has been in the mix serving its local customer base for over ten years. A lot has changed over that course of time, be it location or vendors, but what has remained constant is what is at the heart of their market. CeCe Dodd, market manager, is just one witness and participant of the passion that flows beneath the scenes. The Farmers Market Coalition interviewed her.

Give us a little bit of history on your market.
Our Market began March 30, 2002 coordinated by the Broadway Hometown Partnership as an open-air, seasonal market with about 15 vendors. While locations changed three times in ten years, the Market’s ideals and community spirit have kept both vendors and customers active. For the first ten years the market was run by volunteer managers. Since 2012 it has been run by a paid market manager. We currently have a dedicated location with plans to build a permanent structure/weather shelter. We have had 25 vendors consistently for the past two years. Vendors must produce their product within 50 miles of the Market, and re-selling is limited. We try to vary the products sold and manage the amount of vendors for a particular product to meet the demand from customers. We are always inspired by families of farmers who raise their children to help on the farm, in the production of the product, and involve them in selling at the market. We have watched several “Market Babies” grow with us over the years!



How do you generate neighborhood excitement for your market?
We are proud acceptors of SNAP EBT benefits. We host 4 major Market events each season (Mother’s Day weekend/Opening Day, Kid’s Day, Dog Days, Trick-AND-Treat – each with theme-specific demonstrations, activities and contests), and participate in local festivals (Autumn Days Craft Show) and holiday events (Homecoming Parade, Holiday Market with the local school PTA). The Market loves hosting local musical talent, both plugged and un-plugged, and has begun a volunteer program to help increase the activities and demonstrations provided all season long.

What are some of your market’s challenges and successes?
Moving to our new location in 2012 was a huge challenge, as at the same time we changed management. Getting the word out to customers about the location change was not prompt and caused us to lose customers that year.

Vendor retention has also been a challenge – our vendors start with us to “test the market” for their product. If they do too well, they inevitably move on to larger markets! We are ecstatic for their success, but always sad to see them go!

We have celebrated the success of doubling (if not tripling) our customer base in the past year. Expanding our customer reach to neighboring towns, reminding them that we are just a “hop, skip and a jump” away – usually less than a 15 minute drive – and promoting the kids and dog days events, has brought people in from surrounding areas whom we hadn’t reached before. Of course we are always grateful to our dedicated town customers who are able to walk or bike to the market for their weekly shopping!

Read the full interview at Farmers Market Coalition
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