Today my local farmers markets reopened as strictly drive-thru. No question that it was a great success in terms of the order levels (reported by vendors as I motored through) and the appreciation from shoppers. In addition, the staff looked MUCH more relaxed than they did with their once-only, timed entry, open-air market pilot that happened in mid March.
Our Baton Rouge-based Red Stick Farmers Markets are doing drive-thru markets as well, but slightly differently, as it is not entirely pre-orders. Keep an eye on the BREADA website to see what Copper Alvarez and her team come up with next.
For some background:
The Crescent City Farmers Market in New Orleans LA is normally held in parking lots around the city 6-7 times per week year round (one or two locations have been seasonal, and one recently closed for good, but they are almost always running 6 markets or more per week.) This entity’s parent organization, Market Umbrella, has long been known for their innovative work to increase access and provide support to regional farmers and small businesses.
The CCFM vendors are almost all only direct-to-consumer businesses with a smidgen of side-door restaurant sales, although most of the chefs around town simply come to the market and buy what they need. From my experience as Deputy Director 2001-2011 this is because most of the vendors are not able to do delivery or even invoice sales because they are so small, so understaffed, or so far away. After all, this is a commodity-driven region that has mostly resisted building support for DTC farmers. And yes, the Deep South does seem to be even worse than most areas across the US. So even in good times, its pretty rough for these farmers and businesses to find resources or support to pivot or to do multiple types of channels.
The market organization decided that walk up markets would not work for them for the duration of this emergency, for many reasons I am sure. I believe that each organization gets to decide exactly how they will handle this moment and so I won’t let my friends complain to me about these markets not being held as they were, especially not without offering good solutions for the market to be safe and for vendors to not lose money. Of course, this aligns with my long-held market TA response about which rules a new market should adopt: I answer (probably maddeningly) “use those rules that are understandable to your team, to your vendors, and to your shoppers and stakeholders. After all, you need to defend them and explain why you have them.” So the same thing goes for this moment too. And all of that market context around rules has to co-exist within the rules (if they exist) set by your local municipality, county, and/or state. As I’ve discussed elsewhere, for markets our usual go-to agency is agriculture, which in this case has been mostly unable to do much to help us, as this is not a food-borne virus. Instead, it’s been public health or disease control making the decisions, agencies which often have less awareness or fewer partnerships with open-air farmers markets and so less understanding of our protocols.
So that’s number one. Do what is best for your organization and your vendors. Just be transparent with your shoppers and stakeholders exactly WHAT that decision is and HOW it was made.
Next, how to order: First, it’s important to share that this very sophisticated, well-advised, well-staffed organization attempted an preorder app a few years back and it was not a success, so they shelved it. After they closed their walk-in market a few weeks back, they instead began by partnering on a box program with a 3rd party entity where the local items are pre-selected and can be paid for with SNAP or other cards. It costs 40.00 and is also available for delivery. I have only seen a few pics and it looked a little light to me, but that just may be how the pictures have been taken. I think many regular and new market shoppers are perfectly fine with this box, but it seems that many others were not and that many of their vendors were unwilling or unable to sell this way. I am one of those unwilling to do a preorder box and instead I reached out to those vendors I usually purchase from and made arrangements with them whenever possible. I also took advantage of some of these other choices below:
- A couple of market vendors began working with local chefs to sell a box directly from only one farm at their restaurant:
- Another version has been coffeehouses et al adding local produce to their long list of items they will pack up as a preorder. My local heroes here are Good Karma Cafe because they offer coffee, tea, their tinctures, their prepared items, and are selling the produce without asking any fees from those farmers. They need the local goods themselves for their prepared items, and they feel they benefit by adding customers who want a little local produce. And they truly believe in the quality of locally grown items. There are others around town doing something similar from what I am hearing.
- The local news featured a farm which usually sells only to restaurants selling boxes to walk ups outside one of those shuttered places. Not sure yet how that is working but it seems to be doing well.
- We had a few (and I mean a few, maybe 1 or 2) farm aggregators selling to consumers already running successfully with farmers Kate and Grant Estrade from Laughing Buddha Nursery as the model that everyone else should learn from. (LBN is their longstanding retail nursery shop and their farm is called Local Cooling Farms.) They tell me that demand is way up, and even though a few of their usual farmers are using one of the other above methods and don’t need to sell through LBN as of now, that allowed them to pick up new farmers. And instead of doing their usual 6-7 drop offs at their hub partner sites around town each week, they are selling only at their nursery which has refrigeration and allows them to set up contactless pick up. (This couple should be doing monthly webinars for DTC farmers and maybe, sooner or later, they will have enough time to do just that. I’m a big fan as you can tell.)
Okay, so how well did the drive-thru market work?
At the beginning of this post, I mentioned the level of vendor sales channel diversity because it matters. I understand via a quick convo with market staff through face masks that getting this small group of vendors ready for this was a HUGE undertaking, which is no surprise to me. The vendors that agreed to participate were listed on the organization’s website with the items they would have, the cost for each, and the way to order from each individually (phone or text or email) and the manner to pay (Paypal, Venmo, manual card entry over phone, etc.)
I say small group because the number of vendors today were far fewer than their usual open-air market. I understand that some told the market “I can’t sell enough to do pre-orders, so no thanks.” (And again, every vendor ALSO has the right to decide what works for their business without scorn, but I do believe when they hear how well this went for those this week, more will want to try it. I can tell you that this reticence is based on their experience with a half-dozen 3rd party hubs around town over the last decade which all started up to great acclaim and then all shuttered, often still owing them money.)
Other vendors told the market casually that they would take try it and take orders over the phone not knowing how many people would call in the first few hours! I think part of this was that news of this came to most through the local media, and only a few days before the actual market. So that type of publicity made it much bigger than it might have been without. (I might suggest that small less-staffed or experienced markets try week one through just reaching out to their email list at first if possible. Maybe ask local writers to hold the story until after week 1 is in the books-that is if the market is confident enough in their list.)
As a result of the great publicity, and the deep attachment to this market with its 25 years of service, vendor voicemail mailboxes were immediately full. And when vendors called folks back, I’m not sure that each figured out they needed to do it in order of earliest calls to the latest, so it may be that some of those who called earliest lost out. (I think that happened to me with one vendor. And no biggie. I’l get them next week)
Some vendors did texting which seemed to work pretty well but to work it needed to be confirmed and sent to payment immediately. I tried two that were listed as text orders and only one called back. The one who did, did it exactly right- texted me the total, told me their Venmo account and I paid immediately.
Clearly, this requires that there is one person handling orders for each vendor for the open window period. And that is easier said than done. (I’ll do another post on vendors next week with some feedback I received. Let me just say that the few I had time to answer me were very positive on this as a short-term solution during this pandemic but clearly exhausted from the added work. One vendor told me on camera he came close to his usual Saturday market in terms of the number of sales (he had 92 preorders, and he estimated that he usually gets 120 or so transactions over 4 hours at the Saturday market) but didn’t meet or exceed his usual Saturday because “his system wasn’t ready for this.” And he promised he will get better at it. I’d also suggest that the anecdotal data from markets across the US seems to indicate that the average sale is higher than the normal market in present circumstances. Likely because people buy more, and we are also hearing that meat vendors are doing tremendously well.)
In terms of where to hold this market and when, the organization had some (I assume informal) help from City Hall. Most of their current locations were not going to work as a drive through; sadly, one of their best locations has had too many cases of Covid-19 at the assisted living place that is situated on the same property to hold this there. City Hall employee and engineer Jennifer Ruley, who has been working on safe street programs for almost 20 years stepped up. (I wrote last month about finding partners for this moment). She and the Market Umbrella E.D. Kate Parker were well acquainted from neighborhood work that both have been doing for decades. The team chose the parking lot of the most popular and community-minded po-boy* shop in town, which has been closed for the duration and is right next to the new multi-use greenway that MU wanted to use but was not available because of other uses. Jen met with market staff and Parkway owners on Saturday to think through traffic design. See their map below.
Lafitte Street is under construction as part of the Greenway, and has houses on only one side. It has 6-7 side streets that dead end into this street and two major avenues on either end.
All in all, I’d say that it worked beautifully. The main problem that I saw was that a few folks came down the side streets and poked in the line which, honestly, most of those already in line let go and didn’t get all screamy on them. (after all, why? your order was already made.) And really, most shoppers politely went to the end of the line without urging. The other traffic issue that can be easily corrected next time was that the police should have closed the street off to all other traffic. Folks were turning on to the street unaware of the market, to simply drive somewhere and often got caught up in the crawl. Additionally, the street should have been made only one way towards the market for these hours, and all shoppers directed to the far end avenue (Broad) to turn on to Lafitte. Again, all easily fixed for next time.
Yet this location seems like it is going to top out around 16-18 vendors and so the question becomes does CCFM add another location while keeping this one for the duration for that number of vendors, or just go find one big spot for all of their drive thru markets and vendors? Seems like some of the vendors feel like 2 locations a week may max their ability to take orders and to take those, but they may feel differently as time goes on. If they add a second location what would the criteria be? (My guess is easy access from main streets and from many parts of town, large parking lot with a fence or barricade around it to maintain safety and keep pedestrians out, in or near zip codes where there is density of drivers/shoppers, a well known location, vendor restroom access, and a partner/host to help.)
Once in line, one CCFM staffer came down, said a cheerful hello and explained how it would work, and asked shoppers to get their trunks open before entering. Another staffer wrote the shoppers name on a piece of paper that was then stuck on the outside of the window so vendors could see the names and get their orders up.
You drove in, made the circle with vendors checking your name and putting your orders in the truck. The last would close it for you.
I understand they figured out how to do some SNAP sales, but as I didn’t bother them any longer than I had to so I’ll have to get more info later. (One way this may work is for those shoppers to have their pre-orders total written out, separated by vendor and swipe their card for the total as they arrive and attach the paid receipt on the window for each vendor to see it was paid. Or have them place the orders as everyone else does, and the vendors to pack those and hand them to the market org before the bell rings to process on the machine in another line.)
a few issues:
There were too many vendors without PPE at all, no gloves or masks. All CCFM staff were equipped and had their market t-shirt on to make clear who they were, led by their E.D. who again, was out there at the entrance checking on everything. (I appreciate that she seems to give herself the toughest public relation job in these instances.) I am SURE that CCFM strongly suggested that vendors equip themselves but clearly too many had not paid much attention or could not find any. (One idea that I will float via my own social media is for fervent CCFM shoppers to purchase cloth masks made by locals for their favorite vendors, and maybe get them a pair or cleaning gloves to wear if nothing else. Since no money is changing hands, there is little need for dexterity. I am sure that many of your shoppers would be happy to help get masks made and could possibly get gloves and sanitizer for your vendors too. Update: within 15 minutes of me posting it, local people are getting masks made for these vendors! )
Big purchasers versus small. Some cars were stopping at every vendor and some only were picking up one or two items. No one seemed impatient so maybe this is not an issue at all! (It may work to stagger those by the number of vendor pickups one has, so that those with fewer transactions come later. Still to do that would require a LOT more work for the organization and it simply may not matter when vendors get better at this.)
How to check orders. Vendors were madly looking through page after page of orders, which didn’t seem to be in alphabetical order. (It might be helpful for the market organization to offer a simple spreadsheet that they can use for their orders and/or then print them out for everyone in order.It might also help for the organization to also have shoppers – when they arrive – list the market location number of each vendors who they had an order with, so if vendor #4 isn’t marked, vendor #4 doesn’t need to look through their list.)
Impact on the neighborhood. This needs to part of the measurement for any market: the positive and the negative impact on that area. Too often, markets only measure economic impact- which should always be measured – but also should also view the effect of noise, cars, trash, and other impacts on that area. These neighbors, without warning, had a line of cars belching exhaust into their houses for a few hours at a time when the weather is so beautiful that every window is probably open. It may help to stagger shoppers by time, to add another market day in another area, or to simply ask folks to turn their car off and let the police move clusters of cars at a time. I’ll find out more about how many cars came through but it sounded like the line was down to only a block long after an hour or so.
Costs. The design did require more staff than a regular market day and clearly a lot more planning was required. It did require police which I would assume will have to be reimbursed. And the fees per vendor are assessed at a flat rate in this organization; as the numbers of vendors were clearly lower than they would normally be during this extremely busy market season**, they will have less income there. I will say that the partnership with Parkway Bakery was inspired because they also came and helped, AND gave each car a free bag with a roast beef po-boy, local chips and water. And they have a very well-tended lot.
All in all, I hope these vendors and this staff sleep well tonight, knowing they have pulled off an extremely delicate and complicated market day. And that we deeply thank them.
I’ll let a shopper give the last word with what he told me after he picked up his items:
“It is a blessing, no matter how long it takes.”
**We’re in the middle of berry, lettuce, and just beginning tomato season and the weather is great in March and April here, usually low humidity and little rain which is holding true this year.