Vendors and participants in the Salisbury-Rowan Farmers Market will be meeting Wednesday evening to plan and discuss next season’s market.
With the market heading into its fourth season, vendors are constantly trying to provide products that meet the needs of what can be fickle customers.
In an effort to improve the market, Dr. Sheila Brownlow, professor at Catawba College and market board member, developed a questionnaire to gather information that will help determine market goals and objectives for 2008.
Master Gardener Volunteers interviewed 43 people at the Salisbury Rowan County Farmers Market on July 28, 2007. A similar survey was conducted in 2006 with some similar information.Below are some of the results of the survey:
– Who shops the market? Most shoppers were women, and more than half were judged to be 55+ years. This profile indicated older females were the majority of shoppers in the 2006 survey, also.
– Where does the market shopper live? Zip code surveys demonstrated that most shoppers were from Salisbury.
– When does the Market shopper visit the Market? More than half of the respondents in the 2007 survey and nearly all in the 2006 survey indicate that they visit The market all months that it is open. A significant proportion, however, use the market in only June, July and August.
– What market items draw customers? In June, July and August, customers come for one to three items, generally corn, tomatoes and berries. the shoppers who frequent the market during all months were more likely to either provide an extensive list or to indicate “all.” So, the summer-only shopper ó about half of the shoppers ó come for a specific item or items; the all-year shopper comes for more items.
– Why do they go to the market? Many respondents indicated local produce, variety, friendliness, social atmosphere, good prices, freshness and convenience were major factors. Supporting local business was also a frequent response.
– WIC Vouchers ó these vouchers from N.C. Department of Agriculture (NCDA) were accepted for the first time last summer. Monica Wood, with NCDA Farmers Market, indicated that of the $12,736 in vouchers issued, $6,804 were redeemed ó about half of the allotted funding. Even though only half was spent, it was about average, according to Wood, and a very good response for the first summer.One of the biggest conclusions from these questionnaires and other sources is that more people need to take advantage of the market, especially people under 50.
More information is needed so the market can successfully reach this audience. A short, five-question online questionnaire that is completely anonymous which will help the market board plan for 2008.
Go to the Salisbury-Rowan Farmers Market Web site at www.rowansalisbury farmers market.com and click on 2008 Market Questionnaire.
Darrell Blackwelder is an agricultural agent in charge of horticulture with the N.C. Cooperative Extension Service in Rowan County. For archived garden columns or other information, visit the Rowan County Master Gardener Web site at www.rowanmaster gardener. com, e-mail Darrell_ Blackwelder@ncsu.edu or call 704-216-8970.