Metrics in Action

The images below shows how metrics are being used by markets across the U.S. Browse the gallery to get ideas for your market organization, and submit your own Metrics in Action.

Charlottesville City Market

Virginia-The Charlottesville Farmers Market needed a snapshot of a wide swath of activity in preparation for the city’s long term planning process to determine the market’s new location. The number of visitors highlighted the market’s ability to attract people to the downtown area. Justin McKenzie, Charlottesville Farmers Market Manager:

“The fact that we bring an average of 4,000-5,000 people to the area is astounding in a city with a population of just under 50,000.”

Visitor attendance was shared with and favorably received by the director of Parks & Recreation, Economic Development, the City Manager’s office, and market vendors at their 2018 Annual Meeting.

Countryside Farmers Market

Ohio- Erin Molnar of Countryside Farmers Market continues the tradition to collect and share data with her vendors which began with the very first season of the market under its previous manager. She sends all vendors a weekly Market Statistics email, which includes change in sales, attendance, and weather information compared to the previous year. This kind of data helps vendors to gauge the market day and not just rely on anecdotal experience. This also helps vendors to understand how they’re doing in relation to other vendors at the market, and make adjustments as necessary.

Williamsburg Farmers Market

Virginia- Tracy Herner runs a #TuesdayTweets campaign at her Williamsburg Farmers Market in historic Williamsburg, Virginia. Each week she shares a Metric, and precedes the metric with a thought-provoking question to make visitors really give a moment to what the tweet is saying.

Manakin Market

Virginia- Last year a food distributor partially sponsored Manakin Market’s “Chefs at the Market” program. This year, the market leader approached the same funder about supporting the program again. She brought a photo book that included photos taken of the chef demos, and metrics with sales data. She also included the full metrics report in her sponsor package. The sponsor was so impressed with the information provided that they decided to fully fund the program for 2019.

Maine Federation of Farmers Markets

Maine-The Maine Federation of Farmers Markets came up with a dual-pronged approach to helping markets collect data and then in making it useful. They created a public campaign called  #MESnapshotWeek, where markets-goers were encouraged to share stories and pictures on social media, depicting what made their market special. By engaging the customers, markets were able to feel the passion and excitement of their communities, and as a result seemed more likely to participate in the state association survey. The results of both were used as the association’s annual report, and have been shared extensively across the US.

Hampton Blvd. Farmers Market

Virginia- The Hampton Blvd Farmers Market is leading the way in using the one widget model of data use. At the outset of their inaugural market season in 2018, vendor profiles offered a very impressive average 21-mile distance from production site to market. By the height of the summer season with new vendors coming, the market was  able to show an even more impressive 11-mile average distance from production site to market! Not only does that stick in shoppers heads (to encourage those shoppers to see their vendors as neighbor/entrepreneurs), it lets prospective vendors know the market prioritizes nearby production and helps municipal and regional leaders understand why farmland preservation matters. .