Over 120 food producers, stall holders and Food Market managers gathered at Belvedere House and Gardens, Mullingar, Co. Westmeath today for the launch of Bord Bia’s new practical “Guide to Food Markets in Ireland”. Following detailed trade research, the guide has been developed to provide useful insights, guidance and inspiration to assist stall holders and market managers build and progress this important route to market. According to a Bord Bia research study carried out in 2010, the annual sales of food and drink at Farmers’ Markets are valued at approximately €27 million*.
Opening the event, Tom Hayes, TD, Minister of State at the Department of Agriculture, Food and the Marine stated, “There is a resurgent interest in locally sourced foods, local food networks and short supply chains. They have become a matter of local pride. These days, everyone purchasing a food product at a farmers market wants to know and be told “the food story”. The Minister also spoke of the many skills required to build solid food and drink businesses and the assistance that the guide and Bord Bia can offer, “new and successful products and business like yours here today will be based on market insight, understanding of the routes to market, distribution, skills to secure a good start up and then, ability to expand”.
Commenting on the importance of Food Markets in Ireland, Aidan Cotter, Chief Executive, Bord Bia added, “Food and Farmers' Markets have experienced considerable growth in recent years, growing from fewer than 100 markets in 2006 to almost 150 currently in operation. These markets are a source of entrepreneurship, social exchange, local character and diverse foods, while also providing valuable income to producers. They are an extremely important route to market for Irish food producers, particularly those at start-up stage. Markets allow for invaluable direct contact with consumers to trial and validate new products and our research found that 80% of traders considered them to be their key sales channel*. We believe the new guide launched today will act as a catalyst for the continued and further evolution of markets in Ireland.”
‘Guide to Food Markets in Ireland’
The guide highlights the evolving food market models in Ireland, advises those involved how to set up and manage a market based on best practice, outlines the characteristics of a good market and reviews future market trends. “Bord Bia recognise there is a wide range of Food Markets emerging in Ireland and a requirement for many long established markets to be revived. The guide has highlighted many opportunities that can be viewed as positive indicators for the future commercial viability of markets, most notably consumers’ greater interest in, and receptiveness to, locally sourced foods, provenance and understanding the product story” added Mr. Cotter.
Consumer Attitudes to Local
According to Bord Bia research, conducted in November 2013, Irish consumers place great importance on sourcing food locally, with 7 in 10 adults considering buying local produce to be important when shopping for food. The PERIscope research revealed that 82% of Irish consumers are now aware of the term “food miles” and the impact that has on the food they purchase.
Tara McCarthy, Food and Beverage Director, Bord Bia commented “There is an increasing sophistication of the Irish consumer, who is becoming more discerning and knowledgeable about the quality and provenance of the food they buy. Our research conveyed that nearly 80% of consumers believe that food produced locally results in higher quality products, while 77% are more confident in the safety of food produced in their local area. Consumers are saying they wish to sustain their own local community, therefore markets provide an accessible way of connecting producers with consumers.”
The new Bord Bia guide points to further opportunities for Food Markets including, consumers’ perception of the link between market produce and a healthier lifestyle, a growing interest in ‘street food’ culture and the theatrical experience created by the producers at the markets. It also acknowledges that challenges exist for Food Markets such as the perception by some consumers that markets are more expensive than traditional shops, the charges for a pitch at a market versus the sales revenue achieved and weather related problems. Following today’s seminar, Bord Bia hosted a number of workshops to assist stall holders and market managers to address some of these challenges. Attendees also heard from Lulu Meyer, Associate Director of Operations at the Ferry Plaza Farmers’ Market in San Francisco, a market renowned as being one of the top Farmers’ Markets in the US with almost 25,000 shoppers visiting weekly.
This guide is part of a series of publications from Bord Bia including the ‘Guide to Distribution for Food and Drink Producers’ and the forthcoming ‘Guide to Farmer’s Markets for Small Food Producers’. The ‘Guide to Online for Small Food Producers’ and the ‘Guide to Foodservice for Small Food Producers’ will complete the series in 2015.
To access a copy of the guide, visit www.bordbia.ie and for a full list of Farmers’ Markets in Ireland, visit https://www.bordbia.ie/farmers-markets/
Event Overview
The keynote speaker on the day was Lulu Meyer, Associate Director of Operations at the Ferry Plaza Farmers’ Market in San Francisco, USA which has been trading since 1993 and operates three days per week. The market is renowned throughout the US as being one of the country’s top Farmers’ Markets with almost 25,000 shoppers visiting weekly. The Minister of State at the Department of Agriculture, Food and the Marine, Tom Hayes, TD, delivered the opening address, followed by presentations on the characteristics of a good Food Market and recent consumer trends. During the afternoon, workshops were held on the topics of merchandising best practice, increasing footfall and promoting the markets, and delivering quality customer service.
Top 10 Characteristics of a Good Food Market
International research and interviews conducted for this guide have identified ten key characteristics of a successful market.
1. Community vision
Markets thrive when they are at the centre of their community, and the ethos of a market should reflect the inter-dependence between the community and the market. Ties with the community can be strengthened by supporting local charities, and ‘pop up’ community stalls to introduce new stallholders and prevent the market from stagnating, as well as supporting local entities.
2. Great location
A central, busy and clean location is important for successful markets. Access to shelter from poor weather conditions for both traders and customers is becoming an increasing issue in Ireland with the increase in rainfall and high winds during the winter months.
3. Access to good facilities
Parking and public transport facilities should be available for customers. Unloading and loading times should be well organised to make it more accessible for stallholders. There should be hand-washing and toilet facilities on site for both customers and stallholders. The provision of hot water and facilities to wash utensils and dishes is also necessary. Sufficient seating is essential for ‘food for now’ stalls and for the comfort of customers.
4. Stallholder fit
Stallholders need to sell good quality food and have a passion for their products. Stallholders need to be aware of the importance of the ‘brand personality’, which is a combination of the right product and the personality of the stallholder. Good customer service adds to the perceived value of the products sold. Management should implement a mentoring and/or training system for new stallholders that include display techniques, branding and food hygiene.
5. Good product mix
The product mix should be centred on locally produced / grown / reared produce, and should enable the consumer to shop across all key food categories and do their weekly grocery shopping. No resellers should be permitted (stallholder buying food from others and selling it on) other than foods with clear provenance, e.g. continental cheeses. The product mix should suit the day of the week. For instance, Friday is pension day, so several rural markets are held then as 30% of their customers are pensioners while Saturdays are the main shopping day, therefore the product mix is more grocery shopping, and Sundays are ‘grazing’ days when there is a dominance of ‘food for now’ at markets.
6. Good value
It is hugely important that the consumer feels they are getting value for money – it is important to balance the price of the product with the USPs (unique selling proposition). Consumers attending markets consider primary produce to be cheaper than in other retail formats as they have the perception of buying directly from the producer and cutting out the ‘middleman’. Clear pricing and labelling of origin should be displayed for all products.
7. Entertainment and Marketing
A programme of events and entertainment that suits the demographic, the day of the week and the season should be developed in larger markets, such as family events at the weekend and traditional Irish events during summer months for tourists. Stallholders should be encouraged to take responsibility for promoting their own stalls also.
8. Local Authority Backup
Support from the Local Authority is crucial to the long term sustainability of the market due to its reliance on traffic management, signage, waste disposal and permits and licences.
9. Economic feasibility
Markets usually take at least three years to become established and need continual investment during this time, however following this, markets should be self-sustaining.
10. Strong management structure
Markets should develop a written charter outlining the rules of their market that all stallholders must sign, and that should be consistently enforced. Market managers play an important role in maintaining good relations between stallholders and act as a host to both stallholders and customers.
References
• * Exploring Attitudes to Farmers’ Markets, 2010
Bord Bia commissioned research to gain an in depth up to date understanding of the Irish consumer
perspective on Farmers' Markets. There was a need to assess and evaluate the long-term viability of Farmers' Markets as a route to market for small producers and the value that they represent to the artisan food and drink sector. The research involved surveying market organisers and traders.
• PERIscope, November 2013
Bord Bia’s biennial PERIscope study has been exploring consumer attitudes towards topics such as eating at home, cooking, local food, the environment, and health and wellbeing, in ten markets - Ireland and Great Britain, six Continental European markets, along with the US and New Zealand – encompassing 10,000 respondents.