Community Partnerships
Developing Partnerships with Community Businesses and how to Leverage Them
Remember "partnering" is a two way street: each member receives something of value, and farmers' markets have much to offer
To leverage: "the mechanical advantage gained by using a lever," OR, "the advantage gained through a course of action"
Local businesses can partner with Farmers' Markets for win-win opportunities
Don't forget what farmers' markets do to enrich their communities:
- Support local agriculture
- Provide fresh locally grown produce
- Encourage new small business enterprises
- Support local economic development
- Educate the public about buying local
- Provide jobs
- Provide food security
- Provide a venue for social gathering and community building
- Provide top quality and selection of products
- Become a tourist attraction
- Serve as a resource for community health
Potential Community Partners:
- Media (radio, newspapers, magazines)
- Local businesses (bookstores, coffee houses, restaurants, you name it)
- National Chains (Target, Walmart, McDonalds)
- Quasi-govt. agencies: Chambers of Commerce, MainStreet Boards, etc.
- Schools & school events (and others like a violin teacher in town)
- Health Organizations
What Farmers' Markets Have to Offer Partners
Farmers' markets attract a group of regular, local customers. The more you know about your customers, the more you can tell potential partners.
- Who are your customers? (% women/men, average age, education, etc.)
- How many customers do you have?
- How often do you see them?
Why Should Others Want to Partner with Farmers' Markets?
Generally, it is to reach your customers. Other reasons depend on who the partner is:
- Added public relations opportunities (businesses, media)
- Building community support (businesses, media, agencies like chambers)
- Showing community support (all)
What Can You "Trade" with a Partner?
- Allow organizations to set up a literature table at the market
- Allow businesses to distribute samples at the market (a morning newspaper, coffee, flyers)
- Put businesses' logos on any literature that you create, including signs at market
- Recognize sponsors in any radio or television ads
- Come up with a fun event that specifically thanks sponsors and is heavily promoted
- Give away a market basket filled with fresh foods that is sponsored by a partner. ie., "Betty's Bookstore Basket" (invite the press, they may get extra PR)
What do Farmers' Markets Gain from the Partnership?
- From media...exposure, increased awareness of market
- From schools...educating the next generation and their parents as customers
- From government agencies...Local support, financial resources and/or champions
- From businesses...In-Kind support such as location, advertising dollars, financial resources, help promoting the market to their customers, too
- From faith-based groups...Building good will, reaching out to their lists
- From health organizations...a way to serve the community and improve community health
- From all...access to more potential volunteers, more accountants, more PR experts, and general word of mouth advertising
Get Creative...Think Big
Think about what your market needs and who can help you achieve those goals. Don't be shy, your partner will also benefit from the experience!
