2019 data collection strategies-South Champlain Islands and Capital City Farmers Markets, Part 2

from Part 1

For the last few years,I have worked on an FMPP-funded project under the supervision of NOFA-VT’s Direct Marketing Coordinator, Erin Buckwalter. This project will aid in building a culture of data collection at Vermont’s farmers markets and has included resource development, evaluation strategies for all market types, and direct technical assistance and training. Because of this, I added a second annual trip besides my usual winter conference attendance. And lucky for me, it was scheduled for the summer rather than the usual winter trip, which, although very lovely, is somewhat limiting for this Southerner and means I see few markets.

Erin suggested that we create a team of market managers, agency leaders, and market volunteers to gather data for markets in August. The goals were multiple:
1. model good data collection habits
2. network markets interested in data collection
3. test out some methods for different types of markets
4. look for opportunities for needed resource development on evaluation
5. see more markets and make a direct connection with market leaders
6. collect some data!

She sent out an email to a few markets to nominate themselves. Obviously we needed to be able to do them in a short span of days, the successful applicants needed to have a use for the data, and they would have to have some capacity to assist the team.

We ended up with 2 excellent choices: Champlain Islands Farmers Market – South Hero, held Wednesday afternoons 3-6 pm, and Capitol City Farmers Market (Montpelier) held 9-1 pm Saturdays.

They were wonderful choices because they were so very different, and they have enthusiastic leadership that are very interested in the data.

Capital City Farmers Market-Montpelier

The team:
Jennie Porter, NOFA-VT’s Food Security Coordinator
me
Dave Kaczynski , Montpelier FM board member, VTFMA board member
Sherry Maher, Brattleboro Winter mkt leader, and NOFA-VT’s lead for in-state data collection strategies on this project
Alissa Matthews, VT Agency of Ag, Food and Food Systems (VAAFM)
NOFA-VT alumni Jean Hamilton and Libby MacDonald
Elizabeth Parker from Sustainable Montpelier Coalition who offered to stay and help when we approached her as a shopper that morning.

Dave and his fellow board member Hannah Blackmer were our leads for the this farmers market collection. This required a very different plan than South Hero, as the Montpelier market is much larger and is situated on a busy shopping district street. As most Vermonters know, this beloved market has been around for 40 years, but has already had to move locations more than once, and will have to do that again after this year. So questions about location had to be added to this survey which meant a flurry of emails and even some refinements to the survey on Saturday morning- thankfully, there is a copy/print company right down the street that was open.
And because this market was on a Saturday morning, market leaders who were interested in doing team data collection could not help, as most were either running their own market or working another job.
So because we had a smaller than necessary team, and the survey would take longer, we decided on a different and relatively new method for collecting the visitor count. We used a method that works better for small teams and for less busy markets: the Sticker Count.
The idea is to give each adult who enters the market a sticker to wear, telling them that we are counting the attendance that day, and then count how many stickers were given out to assess the number. And by wearing the sticker, we won’t double count them.
This method can be fun and less taxing to counters than clicking entries, but it has its own issues, such as:
1. The community has to be aware of this activity beforehand and know to take a sticker but only one.
2. Since counts are estimating potential shoppers, kids are not usually counted. That can be difficult when kids cannot take one of these stickers as they are often the only ones who want to wear a sticker. (Our solution was to stick those stickers to the back of our paper that someone had refused to take to be able to give kids one of those. That way the child’s sticker was not adding to our count. Another way to solve this will be to have kids-only stickers to hand out.)

3. Complex layouts can also make this hard (although complex layouts make ALL counting hard!) and CCFM has ONE fascinating and complicated layout:

 

 

In terms of the survey, we decided to have more ways to complete them as we had a goal to get over 260 completed surveys:
• “intercept” surveys, which means a surveyor asked questions and wrote the answers on their form

•  self-reported surveys under a tent, where people could fill out the forms on their own on paper, or on one of our laptops set up for that;


•  having signs with a QR code for smartphone users to snap a picture using their smartphone which takes that phone to the form online.


The tent was ably staffed by Alissa Matthews, who we decided to have there because she has been involved with this relocation process and could better answer questions about the possible locations and is always calm and cheerful . Dave set the tent up beautifully, both by adding eye-catching signs and table coverings. He also knows how to make tables comfortable for those reading or writing by adding leg extensions which helped as well. His survey work is also stellar; he is a natural at it.
The tent was constantly bustling, Alissa aided by me or by nearby Sticker Queen, Libby McDonald.

One issue at the tent was that the online form was designed to require an email address, which is helpful to ensure only one response per email, but it seemed to freak out those at the computer. The reason the online survey was also included was partly to gather more responses next week after market day, because the location issue is significant for the entire market community to be able to weigh in. Oddly, those doing the self-reporting paper surveys at the same tent were less concerned about the email request on their form and even when we told people they didn’t have to fill out their email on those forms, they often did, saying they would be happy to learn more about the market or the relocation process. (And those doing intercept surveys don’t ask for emails at all.) Another issue was that the printed self survey had a few areas that confused people (the frequency of visit choices were too close together so many people circled more than one choice, and lots of folks missed the other side!) One last issue that I noted a few times were both members of a couple were filling out surveys, which means their economic contribution that day would be doubled. I don’t think any of these damaged the day’s data in a major way, but these are the issues that can arise with allowing self-reported survey completion.

 


The sticker counting started off extremely well, with aforementioned volunteer Libby taking the entrance near to our tent as her stickering responsibility. We worked out language around that, as brandishing a sticker at someone entering a market could seem off-putting, and the market had less time to let folks know beforehand that we’d be doing this.

Instead of “Can I offer you a sticker? The market is counting everyone attending..” which offers an easy chance for a NO.

we settled on:

“here’s a sticker for you (putting it gently on a shoulder or handing to the person) ; the market is counting everyone attending by giving each adult a sticker. The good news is if you wear it, we’ll not bother you again!”

3-5 of us were constantly handing out stickers (and the surveyors also had stickers if someone they stopped had gotten past us), all strategically placed near entrances or busy areas. We also had signs at all of the vendor booths and also explained what was happening and asked them to steer anyone without a sticker to one of us.

Our estimate was that maybe 20% were not stickered, especially later on when larger groups started to show up and we couldn’t get to them all. That part is still a very rough guess, but with more trials, we may get better at it.

Still, it was a cheerful, participatory way to do counting and many people were intrigued by the idea and one person even said enthusiastically to one of our team when asked if she had taken a sticker: “Yes,  I was counted today!”  Honestly, that made my day.

Overall, the numbers of surveys far exceeded our goal (we even had to go print more surveys for people to fill out!), our count felt as if was a good test and the team felt relatively confident about the numbers.

 

The Cap City Team: Me, Dave, Sherry, Jennie, Jean, Alissa, and Libby (sorry to miss Elizabeth who had left.)

Part 1

2019 data collection strategies-South Champlain Islands and Capital City Farmers Markets – Part 1

Checking out different ways that markets collect and use data is one of my chief duties in developing evaluation tools over the past 20 years. And since part-time at FMC, I have also contracted directly with some markets and networks, mostly on data collection strategies, which also informs my FMC duties.
One of those delightful synergies can be illustrated through my long time relationship with Northeast Organic Farming Association- Vermont (NOFA-VT). For the last few years, I have worked on an FMPP-funded project under the supervision of NOFA-VT’s Direct Marketing Coordinator, Erin Buckwalter. This project will aid in building a culture of data collection at Vermont’s farmers markets and has included resource development, evaluation strategies for all market types, and direct technical assistance and training. Because of this, I added a second annual trip besides my usual winter conference attendance.  And luckily for me, it was scheduled for the mid-summer rather than the usual winter trip, which, although very lovely, is somewhat limiting for this Southerner and has meant few market visits.

Erin suggested that we create a team of market managers, agency leaders, and market volunteers to gather data for markets in August. The goals were multiple:
1. model good data collection habits
2. network markets interested in data collection
3. test out some methods for different types of markets
4. look for opportunities for needed resource development on evaluation
5. see more markets and make a direct connection with market leaders
6. collect some data!

She sent out an email to a few markets to nominate themselves. Obviously we needed to be able to do them in a short span of days, the successful applicants needed to have a use for the data, and they would have to have some capacity to assist the team.

We ended up with 2 excellent choices: Champlain Islands Farmers Market – South Hero, held Wednesday afternoons 3-6 pm, and Capitol City Farmers Market (Montpelier) held 9-1 pm Saturdays.

They were wonderful choices because they were so very different, and because they have enthusiastic leadership that are very interested in the data and learning more about collecting it.

Champlain Islands Farmers Market – South Hero
is one of those organizations that operate markets 2 days a week in 2 different locations. As such, it means the two are actually quite different in terms of vendors, products, programs, and visitors.
The Wednesday market is held behind a church and its location was partly chosen to take advantage of the visitors who are on that part of the island before they turn to the ferry. It has around 16 vendors, offering a wide variety of what is needed by seasonal visitors who will be cooking in their vacation kitchens and what permanent residents need for their table. Because the site is offered by a third party, sharing data on the positive impacts of this location is always helpful, as is analyzing the functionality of the site. Cindy Walcott, Market Chair/Treasurer and Julia Small (market manager) were gracious hosts, giving a lot of assistance to our team.

The team:
Erin
me
Dave Kaczynski , Montpelier FM board member, VTFMA board member
Sherry Maher, Brattleboro Winter mkt leader, and NOFA-VT’s lead for in-state data collection strategies on this project
Janice Baldwin also from the Brattleboro Winter Market
Alissa Matthews, VT Agency of Agriculture, Food, and Markets (VAAFM)
Anisa​ Balagam​, the new market manager of the Winooski Farmers Market​.​

This market organization has collected data previously and has devised an almost fool-proof way to count their visitors. Since the parking is routed from the main road via a narrow drive to a graveled area, they can position someone at the beginning of the drive, counting every car and the number of adults inside. Additionally, it also allows the market to collect the license plate state which is extremely important as Cindy says that the attendance for this weekday market usually about 50% Vermonters.

Using their counting sheet, two of us went to the vantage point to gather the count. Cindy has also downloaded a counting app on her smart phone, having set it up previously to capture the same detailed data, but we decided to go paper.

Cindy gives us an overview of the counting method the market uses.

The rest of us would gather surveys from the visitors, and since we had a good crew size, could team folks up and also allow them to take breaks to shop and eat.
They had a tent and tables for our use, and we decided to put it in the location where we could best capture folks on their way out. Deciding if the team will survey folks coming in or out is one of the decisions the collection supervisor needs to make before or on the day of – with input from the team.

Whether you do it on the way in or out has a lot to do with the shopping behavior

-are people frantic about missing items that quickly sell out? they will be less interested in doing the survey on the way in.

-are people loaded down with bags and have a long way to go to their parking? they may be less interested in offering data on the way out, although having tables and a tent to put their items down does help!

-and if you are asking intent on learning about their purchases that day, it may be better to wait until the end of the shopping trip. – However, if you have a small market with a lot of regular weekly shoppers, it may be okay to do it as they come in as the amount spent may not vary as much week to week for those shoppers.

We began the day with a group logistical meeting: introductions, and discussing who would be where and how to get breaks when needed. Depending on the group, a quick round of role plays with the survey sheet may also helpful. Cindy gave us the likely attendance number (which decides how many surveys to collect), and the type of shoppers this market usually experiences. My responsibility as the Data Collection Coordinator was simple for this market (and was a very different job for our Saturday market visit at Capital City – more on that in Part 2) but even when it is simple, the Coordinator should be constantly rotating, collecting completed sheets to make sure things look right, re-assigning folks when necessary, and generally seeing what else can be done (and if possible, doing data collection too.)
The crew was eager and because it was a group of market leaders was great at problem-solving, very willing to engage with shoppers, and able to gracefully steer “I don’t know” answers to a specific amount or answer.

market map

The market had originally had us next to the Land Trust info booth, but after a short discussion, the team decided that moving our tent to a spot closer to where we estimated the path to leaving the market would be was better for us. Dave also suggested that we move the picnic table into our tent for folks to sit or to place their bags, and since the day began rainy,  Julia thought it fine to do just that.
The survey collection went great as everyone was very willing to stop and answer questions. I find that the majority of people (90-95%) are always very open to this, especially if the opening line is something like “Can you spare a minute to help the market?”  It has almost always been true on the farmers market data collection teams that I have worked that surveyors constantly exceed the collection goals set for them because they find it easier and more fun than they originally expected. Sometimes it is harder to get them to slow down, which can be necessary to make sure that a comparable number of surveys are collected in each hour.Making it fun for the surveyor and not taxing to the respondent are other reasons that the survey should be well designed and as short as possible!

I must say for this experience of having every person we asked say yes AND people making a beeline for us to take the survey before we approached them was delightful, and is a credit to the excellent pre-market communication that the market had with this community and also makes it clear that the community understands that this is a data-driven market.
Well done Champlain Island Farmers Markets!

More later on the data that was collected, once it has been cleaned and organized by the market organization and NOFA-VT. We did exceed our goal for the number of surveys that the team and the market agreed it wanted to collect. For most markets, collecting 10-15% of the usual attendees will be a good number, but there are ways to calculate that further.

Anissa uses the tent

Erin does the first survey

Data collection and time for sharing and general conversations too

 

Part 2

Farmers Markets Need Support to Collect and Use Data

For the past year and a half, I have been attempting to wrangle the last seven years of FMC’s technical assistance around market evaluation (and the last 18 for me) into some sort of timeline and “lessons learned” to present to researchers and partners interested in farmers markets and data.

The process of writing a peer-reviewed paper was new to me and my fellow authors and the entire FMC team soldiered on with me as best they could, cheering me on and adding much needed perspective and edits at different points of the process. After a year and a half of drafting and reviewing, we released the article linked below through the skill of the JAFSCD team, but also because of the support of the USDA/AMS team. I think it should be said as often as possible that the AMS team is firmly dedicated to assisting farmers markets with whatever trends that arise, and in developing programs at USDA that reflect the current conditions of markets in order to increase their ability to support family farmers and harvesters. The evaluation work is just one example of how they have watched developments and offered support where they thought applicable.
The reason for FMC to put effort into this type of academic article is to make sure that researchers see the opportunity to have market operators be part of the process around what data is collected via markets and market vendors, and how it is used. It certainly doesn’t mean that we think that all of the work to collect and clean the data should be shouldered by the markets only or that using the data is their work alone. I hope that is clear in this paper. But we DO think that market work is increasingly focused around managers and vendors making data-driven decisions, and so the way the market team spends its time and how well it analyzes and shares data also has to evolve. That isn’t our choice; that is the result of the world taking a larger interest in regional food and farming, as well as the constant pressure from the retail food sector. Many in that latter group want to cash in on the trust and authenticity we value without holding the same accountability to producers that we have. We have to fight that, and doing it with data is the best way.

Finally, we think there is still much to know about the barriers to embedding data systems for grassroots markets; this paper only covers what we have learned since 2011 and up to the beginning of 2018. Much more is constantly being learned and will be reflected in the TA we offer markets and their partners.

Please email me with comments and questions about the paper and its findings.

Dar

—————————————————————————–

FMC press release: December 18, 2018 – Collecting data at farmers markets is not a new endeavor. But until recently, the data was largely collected and used by researchers, often to understand the role farmers markets play in the broader food system. Over the last seven years, the Farmers Market Coalition (FMC) – a national nonprofit dedicated to strengthening farmers markets – has partnered with research institutions and market organizations to better understand how market organizations have begun to collect and use data.

While until recently it was rare for market organizations to participate in the collection of their own market-level data, more and more markets have reached out to FMC over the last decade for data collection technical assistance. In 2011, the organization began to identify common characteristics and impacts of market programs, and realized more research into evaluation resources and tools that could be used easily by understaffed market operators was needed.

In a new article published in the Journal of Agriculture, Food Systems, and Community Development (JAFSCD), FMC outlines the industry need behind creating the Farmers Market Metrics (Metrics) program, and a timeline of the steps and partnerships that led to the creation of the tool, as well as best practices uncovered during its development.

Key recommendations include:

Create assigned roles for the market’s data collection team, and choose training materials that set expectations for seasonal staff, volunteers, and interns to maximize time and efficiency.
Prioritize staff support to allow market leaders more time to oversee data collection.
Gain vendors’ trust in the program for sharing and storing sensitive data.
Patience and support from funders and network leaders for each market’s level of capacity and comfort with data collection.
More assistance from funders and network leaders in helping markets select metrics to collect, as well as advancing data collection training for market staff.
The use of tools such as the USDA’s Local Foods Economic Toolkit, coupled with consistent support from academic partners, will encourage market leaders to delve more deeply into economic data and to feel more confident sharing results.

“FMC’s efforts to craft a suitable set of resources and a data management system for high-functioning but low-capacity market organizations has helped many stakeholders understand and share the many positive impacts their partner markets are making,” said FMC Senior Advisor and article author Darlene Wolnik. “But our analysis concludes that there is still foundational work to be done by those stakeholders to aid these organizations in collecting and using data.”

Wolnik continued, “The good news is that market-level data collection yields important information that markets can use to improve operations, share with researchers, communicate impacts to stakeholders, advocate for and promote vendors, and more.”

7 Food Trends to Consider for Your Farm Business – Hobby Farms

I think farmers market leaders will need to focus on product development with their vendors in the next era of markets and this interesting post offers some excellent ideas for helping vendors expand their choices.

Source: Hobby Farms post

Charlottesville vendor Good Phyte Foods talks value-added product development

My great pal Stacy Miller is always in constant learning mode, especially interested in learning through the experience and ingenuity of farmers and other entrepreneurs in her local community. This podcast is fascinating for the detail that she offers about product development, marketing concerns, trends in snack foods, and the props to farmers markets and FMC of course (and an honestly humbling plug for the Dar Bar but let’s leave that aside for now although I remain grateful that my name rhymes with bar.)

This is a great example of how a value-added business can offer authenticity to market messaging,  how these innovative vendors can illustrate the market farmers story through storytelling and through lovely presentation of their ingredients offering healthy, delicious snacking. So let’s remember what those vendors offer our markets and honor them too.

Explaining markets to new vendors

While at New Orleans NGO Market Umbrella from 2001-2011, one of the projects I managed was the Go Fish/ Go Market video series funded by the Kellogg Foundation. Over 34 teaching videos were created during this project, primarily to share innovations from market vendors in areas of production, marketing or sales. In addition, we did some videos to explain how the market itself worked and this video was designed to introduce the steps during set up at the Tuesday market to any new vendors. I’d recommend that markets do this type of video for their market, and of course, the availability of digital equipment and skills in making short movies among the market staff and volunteers is pretty good these days!

I am very proud of this series even though viewing it in ensuing years is bittersweet as many of those in the video are long gone from the market and some even gone from this planet.

 

Check out more of these videos on YouTube:

https://www.youtube.com/user/marketumbrella/playlists?sort=da&flow=grid&view=1

Day carts bring new faces to Reading Terminal Market

“We found ourselves in this incredibly competitive environment where you want to test new concepts and give customers something new,” Gupta said. “We needed a way to bring in some of these hyper-local entrepreneurs, these small-batch products that you can find at farmers’ markets. And the way to do that was to lower the barriers to entry.”

The wheeled carts, left over from the market’s days as a train station, already were being leased to a few businesses that needed no refrigeration — like Lansdale’s Boardroom Spirits and newcomer Birdie’s Biscuits — for use as pop-up stands in the center of the building. The feedback from customers and owners was good, Gupta said, so last fall he and members of his team started working with the Health Department on turning the former Wan’s Seafood into a flexible space for multiple kiosks. The space has no built-in cooking station, but other than sinks, refrigeration, and the proper permits and licenses, it turned out little was needed for businesses to start selling ready-made food.

http://www.philly.com/philly/food/reading-terminal-market-day-carts-20180124.html

Dipping in to JazzFest

Sometimes being a consultant and researcher needs to be combined with more hands-on experience in actually making something or serving customers to remind me what market vendors or staff have to do and how I can help to find or create resources for them. When I feel that way, I take myself to a market or to a farm or an artist’s workshop or store to help. This last week, I was able to do just that and to experience the first weekend of the massive New Orleans Jazz and Heritage Festival’s 47th year, 45 of them held at the Fairgrounds in the Gentilly neighborhood. For just a little while, I became a dipper for La Divina Gelateria.

I first met gelato wizards Katrina and Carmelo when they applied to become vendors at the Uptown farmers market in 2006 or so. We knew that they weren’t likely to stay forever as vendors, but their locally sourced ingredients, business savvy and wide set of connections around New Orleans made them a good choice to become a short-term vendor, especially in those post-levee break times. See, many of our vendors had not returned yet but we did have thousands of repairing residents and first responders greedy for any sort of authenticity and regular activity flocking to our Tuesday market. We thought LDG’s energy would be helpful in those months, and it was.

They quickly moved from their umbrella spot to a few storefront locations around town, but remained regular shoppers at the markets and supporters of the organization, even selling our market t-shirts in their stores for a while. I follow them on social media and try to catch up with Katrina whenever possible, so when they let the universe know they were searching for volunteers to work their stand set up next to the Fais Do-Do stage, I emailed her. She wrote me back right away offering me a spot on the first weekend for 2.5 hours and the chance to attend the rest of the day for free (JF costs 80 bucks a day to just get in the door!) along with the use of their own locked port-a-let and tent area for crew members to hang out when not working (don’t laugh-people would pay large amounts of money to get those added items if they could.)

Food

The festival has dozens and dozens of selections of the best food in town, some of which is only available during these 2 weekends.That is because even when some of the city’s classic restaurants close, they hold on to their spot out at the fairgrounds to continue to sell their items to appreciative audiences; it helps that the festival actually has a “no carnival food” policy to guide their choices and maintain the quality.

2017-Fantasy-Map.jpg

The yellow booths all over the map are the food booths

I well know how the festival food staff was instrumental in 2006 + in getting some of their hardest hit vendors back to the festival, doing what they could to help those struggling by finding them kitchens to work from and (rumor has it) even assisting with resources when possible. I heard about the encouraging calls from the festival staff that made a great deal of difference to many of those who lost their homes and businesses and were done without any expectation of a return by those vendors or to gain any publicity for their actions.

What everyone does know is that the presentation, food handling and prices are managed extremely well by the festival’s food staff and by the vendors who work from the extensive rules and suggestions of the festival staff. If you follow me on Facebook, you might have seen my post last Saturday about the connections between the market and the festival:

…The relationship between JF and CCFM has a long history, starting with the excellent food handling experience that the Fest food staff shared with the market (which allowed the market to write one of the best risk management systems of sampling, temperature controls and product handling of any market that I have seen) and also included a few staff who worked at both the Fest and the markets, and a whole era of food demonstrations in the Grandstand area from market vendors back in the day. …

(I maintain a tattered hope in finding a funder interested in letting me uncover best practices of fairs and festivals to build the professional skills and organizational capacity of farmers markets in areas such as production, sponsorships and educational activities- if so, certainly this festival’s experience would be one of those selected.)

Anyone can see that being a food vendor at a festival that attracts 60,000* people per day on a slow day and double that on a big day and runs for 7 days over 2 weekends requires some planning, effort and some sleepless nights.

So LDG’s tent became my workplace for a little while last week. They offer 8 kinds of gelato under a double tent, close to the main walkway that meanders around the infield.

IMG_5037.jpg

This is owner Carmelo on Day 1 at his tent, telling food writer, radio and tv host Poppy Tooker that the espresso machine was malfunctioning and the affogato was not ready to go yet. She was clearly horrified but gracious about the lack of espresso since she gladly came back the next morning.

 

Once I got in the tent, Katrina gave me a 2-minute tutorial on where to stow items, what each person would be doing and what was being offered that day.  The flavors were: Milk chocolate, butter pecan, cookies and cream, creme brulee, red cream soda, strawberry balsamic, azteca (spicy) chocolate, and salted caramel. She told me to pull 3 full scoops each time and how to know if it was to be in a cup or cone. She explained the precise actions that would happen for each order.

I was assigned as a dipper, standing next to the other (more experienced) dipper on a tiny platform (that I almost stepped off 2 or 3 times without noticing ) with my back to the cashiers but within earshot and sight of my expediter. The platform is necessary cuz the cooler is raised off the ground (per food storage guidelines),  allowing the machinery to work better on the grassy infield which also means water intake from flooding is less of an issue in case of rain (as happened on the first Sunday, delaying opening of the festival for 3.5 hours.**)

IMG_5049.jpg

Owner Katrina working as a dipper when it got very busy during a shift changeover.

The other dipper did 60-70% of the orders as her cashier was nearer to the list of flavors and mine was sitting in a camp chair which made her hard to see when you walked up. However, she made up for it with a flair for customers and energetic calls to those standing out front and for orders ( “Come on up folks! Order here.” “AFFOGATOOO AzTECa please!”  “Twooooo milk chocolate cones please!” )

My expeditor was a young woman visiting New Orleans, there to be an intern for a season for local community initiatives. She was excited about the opportunity to get into JazzFest, able to help a local business and was a hard worker.

I did fine for the first 2 hours keeping up with my minimal orders without problem. Then, the crowds came. Interestingly, even though the gates open at 11 or 11:30 each day, thousands of attendees don’t arrive until well after 3 pm even though the stages shut down by 7:25 pm with no exceptions. The biggest names draw those who only come for their show and who don’t care to wander the grounds seeing what else is available at the 11 other stages and the dozens or so craft and demonstration areas. (I know- it makes locals crazy.)

So my last half hour the orders came fast and thick and still, for the most part I kept up. The other dipper had explained how to place a cup or cone as each order was called at the flavor asked for and then dipping each and handing to the expediter. All went well until a slew of affogato-style cups came which meant each time the expediter had to leave the area and walk across the tent to the espresso machine, waiting for the shot to be added, then to walk it back to the customer. As a result, I had to dip each regular cup or cone, step off my platform and hand it to the customer myself. It mostly went fine but I give my expeditor lots of credit for helping me catch up when she got back.

Other more experienced staff were also on hand to help,  watching levels of gelato, switching out them quickly between orders and cleaning the scoopers as needed in the 3-part set up for washing, rinsing and sanitizing.

Still, except for a few that I missed hearing and delayed in getting out for a minute or two, my expeditor and I  did fine and the good news is once that person gets their gelato in hand, all delay is forgiven.
When Katrina thanked me and let me go, I was grateful to have done the shift and even more grateful that I had not impaired them too badly on my initial run. I learned the complexity of a simple gelato cup and the teamwork it takes to make great food happen on a grassy area of a festival.

(Next week: I’ll be holding down the fort at my pal’s St. Charles Avenue shop while she vends at the Contemporary Crafts section of JazzFest.)unnamed.jpg

*From Wikipedia: Record single day attendance was 160,000 for the Dave Matthews Band and Mystikal on Second Saturday, 2001. Elton John in 2015 probably drew 130,000+, and that’s the only other time they’ve passed 100,000.  The old record was 98,000 on Second Saturday in 1998, when Jimmy Buffett headlined.  Typical attendance is 60,000 on a weekday, 80-90,000 on a weekend.

 

** Sunday: torrential rain and tornado warnings delayed the opening of JF until 3 pm and left the vendors camped out in the Grandstand building, hoping the water would not make it in their tents. Some of these folks were not so lucky..18222686_10154661461639366_739334513336050751_n.jpg18194856_10154661461674366_793755088390801239_n.jpg

New streetcar line drives market biz, sez vendor

Barb Cooper and her husband operate a fresh produce and specialty shop called Daisy Mae’s Market at Findlay Market and launched Cincinnati Food Tours in 2012 to introduce visitors to Findlay Market, share culinary experiences and spread her enthusiasm for Over-the-Rhine. She says some stores have reported a 30 percent increase in sales since the streetcar started traversing Cincinnati’s streets.

“The excitement around it is just amazing. Most of the people that are coming on my tours live in the suburbs and they’ve heard about the streetcar. They’ve heard about Over-the-Rhine’s revitalization, and they really need somebody to help them navigate it to see what’s really here,” Cooper said.

Findlay Market vendor claims streetcar is behind booming business – Story

 

Here is a link to other posts about Cincinnati’s Findlay Market from this blog. Here is a post on my French Quarter blog comparing the French Quarter to the Over-the-Rhine neighborhood where Findlay and the new streetcar sit.

 

One business shares a gratitude index

In what has to be the most common topic in this blog for 2016, I offer another illustration of how data collection can be simply managed, yet offer meaningful data for a wide variety of audiences.
The elegant metrics from a small value-added business in Charlottesville VA are below. It seems important to note that Stacy was my comrade for the original creation of the FMC Farmers Market Metrics work (and FMC’s founding executive director before our current excellent Jen Cheek) , and did a incredible consulting  job in 2016 assisting FMC with metric refinement, data collection research and devising the workbooks that are at the core of the FMM program. Those tasks are in addition to what the output shows in the metrics below, her devotion to fitness as a student and a leader and (along with her ever cheerful husband Joe) raising their energetic son.

2016 was good phyte foods’ first full calendar year of operation, after our first humble sale at Charlottesville City Market in May 2015. Since January this year, the business has made from scratch and sold 57,024 crackers, 1,003 bars, 157 pounds of granola, 978 pumpkin muffins, 533 kale cookies, and a motley assortment of odd-looking experimental snacks. In so doing, we have bought sustainably grown (and often certified organic) vegetables and herbs from at least twelve farms² in Central Virginia. We are grateful not only to our loyal and patient customers at City Market, but to our enduring local partners at The Juice Laundry, Random Row Brewing, Blue Ridge Country Store, and ACAC Downtown. Thank you. Thank you. Thank you. It is a humbling honor to be part of this evolving local food economy.

And for those who think cottage industry producers only care about their own cash flow:

In the coming year, we want to expand our reach to more retail partners, reinvest in new equipment, train some cracker apprentices, experiment with early summer cracker flavors, and give back to community organizations that are helping kids eat more vegetables. I have recently been appointed to the Advisory Council of the Urban Agriculture Collective of Charlottesville, which, among other things, teaches children of limited economic means how to grow, use, and appreciate fresh organic vegetables.

Go Stacy Miller; Keep the goodphyte going.

Source: getting specific: gratitude counts in our 2016 index

DIY vendor cart

JD Farms in Mississippi has innovated another direct marketing idea while vending at the Crescent City Farmers Market. They have built free-standing carts to better present their goods and offer some flexibility in how they set up their stall. They have two of these with a third fixture being the yellow plant stand that can be just seen to the right in the picture.

What I like about this cart is how they incorporate customer needs like the waist-level display area, the middle shelf seen to the right of the shopper in the pic (which folds down), and the chalkboards on the bottom. The vendor side has recessed spaces for bags and a place for the cash box. Obviously, the umbrella slots into the middle of the display.

They can use a pallet jack to load these into their van and will be continuing to update the design of these.I have encouraged Don and Jeff to build then for others, or at least sell plans for making them. Feel free to join me in urging this side business for this talented duo.

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