Market Managers

So You're Thinking of Becoming a Market Manager
New Mexico farmers' market managers range from volunteer coordinators to those paid modest stipends to those who share the duties with a group of co-managers. Their job descriptions vary depending on the market size and organization structure, volunteer support and budgets.

Some market managers do it all, from putting out signs on market days to coordinating the advertising and events. The more help you can garner from committees, volunteers or other vendors, the less stressful your job will be.

Market managers work either seasonally or year-round. One certainty is that market managers work with limited resources and their energy is spurred by passion for their community, for local agriculture and for the joy of the market day, when people come to celebrate the New Mexico harvest.

A Sampling of a Market Manager's Tasks

Developing the Market Organization

• Work with market board and/or vendors to define market policy and establish supporting committees.
• Coordinate with market committees or volunteers on site management, special events and publicity.
• Become knowledgeable about the required permits for the market and for the vendors. These vary by city and town ordinance. Types of vendor permits required are food handling licenses, plant nursery licenses, organic certification, food processor's licenses, and the like.
• Food safety guidelines are available on this website.
• Be sure you have general liability insurance which is available through NMFMA if needed.

Marketing to Farmers

• Recruit and build a strong vendor base as defined by market policy and market rules.
• Think about providing optimal product variety and balancing regular offerings with new vendors and products.
• Talk to your county extension agent to see if they have leads on any growers.
• If your market is small and or new, consider adding a community table to attract backyard growers who may not have enough variety or quantity on their own to attend the market.
• Visit farms and other vendor locations when necessary.

Marketing to the Community

• Build community relationships with surrounding businesses, city government, nonprofits, extension agents, food banks, neighborhood associations, etc.
• Connect with your local New Mexico WIC office or senior center to promote the Women, Infant and Children Farmers' Market Nutrition Program or the Senior Farmers' Market Nutrition Enhancement Program.
• Coordinate special events that provide wholesome and educational activities for the community.
• Create and implement a publicity plan based on demographics of the markets. Marketing to the community may include press releases, radio spots, newspaper ads and neighborhood newsletters.

On Market Day

• Collect and deposit vendor fees and other market receipts.
• Enforce state and market sanitation and food safety guidelines.
• Check hand-washing stations for those vendors who give samples.
• Seek input from market participants (vendors, customers, volunteers, board and committee members) in order to resolve problems effectively.
• Do market research using dot surveys.
• Estimate your crowd count and collect sales data for annual market data forms.

NMFMA's Marketing Tools/Resource Library provides further information to help jumpstart your market venture. We also welcome your questions to dmiller@farmersmarketsnm.org or by phone at 1-888-983-4400.