Feasibility Study - City of American Canyon

Transcription

The Time is Ripe: A Farmers’ Market Feasibility Study for American Canyon
The Time is Ripe
A Farmers’ Market Feasibility Study for the City of American Canyon
101 Morris St., Suite 212, Sebastopol, CA 95472
The Time is Ripe: A Farmers’ Market Feasibility Study for the
City of American Canyon
MAY 2015
Prepared by Katy Mamen, MS, on behalf of Ag Innovations
With contributions from Lucas Patzek, Ph.D.
Submitted to the City of American Canyon
Ag Innovations
101 Morris St., Suite 212
Sebastopol, CA 95472
(707) 823-6111
[email protected]
www.aginnovations.org
Cover image © Doug Gosling
© Ag Innovations 2015
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The Time is Ripe: A Farmers’ Market Feasibility Study for American Canyon
TABLE OF CONTENTS
TABLE OF CONTENTS ........................................................................................................................................................................................... 3 Executive Summary................................................................................................................................................................................................. 4 ONE | General Trends ............................................................................................................................................................................................. 5 1.1 | Local foods and farmers’ markets ....................................................................................................................................................... 5 1.2 | Direct marketing in Napa County ....................................................................................................................................................... 5 1.3 | Context for a farmers’ market in American Canyon .................................................................................................................. 5 TWO | Methodology ............................................................................................................................................................................................... 7 2.1 | Interviews ....................................................................................................................................................................................................... 7 2.2 | Surveys ............................................................................................................................................................................................................ 7 2.3 |Site Visits ........................................................................................................................................................................................................ 8 THREE | Findings and Recommendations .................................................................................................................................................... 8 3.1 | Market Readiness ....................................................................................................................................................................................... 9 3.2 | Market Concept ....................................................................................................................................................................................... 10 Market Objectives and Flavor ................................................................................................................................................................ 10 Market Site ..................................................................................................................................................................................................... 10 Market Timing ................................................................................................................................................................................................ 13 Seasonality ....................................................................................................................................................................................................... 14 Market Size and Layout ............................................................................................................................................................................. 14 Vendors............................................................................................................................................................................................................. 15 Certification .................................................................................................................................................................................................... 16 Market Activities ........................................................................................................................................................................................... 16 Food Benefit Programs ............................................................................................................................................................................. 17 3.3 | Market Management............................................................................................................................................................................... 18 3.4 | Market Financial Model ......................................................................................................................................................................... 21 3.5 | Market Communications ...................................................................................................................................................................... 21 FOUR | CONCLUSION ......................................................................................................................................................................................... 22 FIVE | USEFUL RESOURCES ...............................................................................................................................................................................23 Appendix A: Potential Farmers’ Market Locations ................................................................................................................................. 24 Appendix B: Information to Assist with Vendor Management ..........................................................................................................25 Appendix C ................................................................................................................................................................................................................ 27 Appendix D | the Farmers’ Market and Business Engagement ......................................................................................................... 30 Appendix E: Community Input on Farmers’ Market ............................................................................................................................... 31 EXECUTIVE SUMMARY
The present study was conducted to evaluate the feasibility of a farmers’ market in American Canyon and to
furnish recommendations for its successful establishment. Primary research was conducted through surveys of
the residential community, the business community, and potential market vendors, as well as semi-structured
interviews with community leaders, informal conversations and site visits. This research was supplemented with
a literature review.
Our research suggests that American Canyon is well positioned to host a new farmers’ market. There is strong
community demand for a farmers’ market: 963 American Canyon residents (99% of survey respondents and 5%
of the city’s population) indicated that they would shop at a local farmers’ market and all business respondents
expressed support for the market. There is robust support for a farmers’ market by the City of American Canyon,
which, in its strategic plan, identifies a farmers’ market as a priority for building identity and community and
deepening a sense of place. A farmers’ market would meet a strong local demand for fresh and diverse local
produce, which is currently unavailable in town, and provide increased opportunities for healthy eating as well as
education about health, gardening and food preparation.
We recommend the launch of a seasonal (May-October), Sunday morning certified farmers’ market of roughly
24 vendors located in the parking lot of the Phillip West Aquatic Center at 100 Benton Way. This location, the
most popular among community survey respondents, is centrally located, adequately sized, has plenty of parking,
and meets almost all of the criteria laid out in the site selection process. We recommend that the farmers’
market showcase the diverse population of American Canyon, appeal to diverse incomes, and place a strong
emphasis on events, including food and beverage tasting, live music, and cooking and gardening demonstrations.
While many farmers’ market management scenarios could be successful, we propose that the City identify and
engage a respected and experienced farmers’ market management association in the area to launch and run the
market. Guidance on selecting an association is provided. Budget items associated with the launch of a market
and its ongoing operation are listed and avenues for communicating with community members are identified.
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ONE | GENERAL TRENDS
1.1 | Local foods and farmers’ markets
Interest in local food and farmers’ markets has risen steeply in recent years. The number of farmers’ markets in
the U.S. grew 180 percent between 2006 and 2014, to a total of 8,268.1 California leads the country in farmers’
markets, with a total of 759.2 Farmers’ markets have been shown to provide a wide array of benefits to the areas
in which they operate: the provision of fresh, healthy and diverse foods to local people, an important
community-building opportunity, important market outlets that keep area farmers in business, an economic
boost from the multiplier effects of local spending, increased entrepreneurship, and spillover benefits to local
businesses.3
1.2 | Direct marketing in Napa County
Due to its mild Mediterranean climate and productive soils, Napa
County once supported a diverse agricultural sector. A century ago, it
was the second top wheat-producing county in the state and was
strong in fruit and nut production, having over half a million orchard
trees in the county in 1909.4 Over time, wine grapes have become the
dominant agricultural product, and today, the crop constitutes over
99% of the county’s agriculture by value.5 Nevertheless, a more
diversified local food production system is beginning to make a
comeback and is now a formal objective, as encapsulated in Napa’s
Figure 1: Napa Blackberry Harvest, c. 1915
General Plan, which states that “increasing local food production in
Napa County and increasing local food purchases by County residents and institutions such as the jail, schools,
and hospitals will contribute to greater food security, increase agricultural diversity, and create a reliable market
for small-scale farmers.”6 Farmers’ markets are an important direct marketing mechanism for supporting thriving
local agriculture. Farmers’ markets in Napa County are currently limited to the cities of Napa, St. Helena, and
Calistoga, and have contributed to a small but important resurgence of food production in the county.
1.3 | Context for a farmers’ market in American Canyon
The City of American Canyon Community Vision and Strategic Plan (May 2014) supports the implementation of a
farmers’ market under the objective “build on the strength of our local community to develop a clear sense of
place and establish our unique identity.” Specifically, launching a farmers’ market is listed as a tactic to fulfill the
strategy to maintain and strengthen American
“Build on the strength of our local community
Canyon’s sense of community and build
to develop a clear sense of place and establish
community relationships. A farmers’ market
our unique identity.” – American Canyon
would also support advancement of other
Community Vision and Strategic Plan
1
Low, Sarah A., Aaron Adalja, Elizabeth Beaulieu, Nigel Key, Steve Martinez, Alex Melton, Agnes Perez, Katherine
Ralston, Hayden Stewart, Shellye Suttles, Stephen Vogel, and Becca B.R. Jablonski. (2015, January).Trends in U.S. Local
and Regional Food Systems, AP-068, U.S. Department of Agriculture, Economic Research Service.
2
USDA Agricultural Marketing Resource Center (2012, May). Farmers’ Markets.
http://www.agmrc.org/markets__industries/food/farmers-markets
3
Low et al., ibid.
4
Napa County Historical Society (2013, September 27). Napa County’s Agricultural History.
http://wordpress.napahistory.org/wordpress/?p=1780&doing_wp_cron=1427822676.0961670875549316406250 (Ibid
Figure 1)
5
Napa County Department of Agriculture and Weights and Measures (2014). 2014 Agricultural Crop Report.
6
Cited in ibid. (Policy AG/LU-19)
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objectives stated in the strategic plan, including attracting and expanding diverse business and employment
opportunities and expanding opportunities for use of outdoor recreation and an active lifestyle.
The availability of fresh local food in American Canyon is very limited. The city’s grocery stores include largescale outlets with centralized distribution, including WalMart, Safeway and the north Vallejo Food4Less. A few
corner stores round out the offering, however none specialize in fresh local produce, meat and other products.
Some residents travel to the closest farm-to-market store 13 miles away in Fairfield, Larry’s Produce, or to
another city’s farmers’ market to find the freshest fruits and vegetables. The closest farmers’ markets are in
Vallejo: the nearest being a small farmers’ market a 12-minute drive away (4.3 miles) at the Kaiser Vallejo health
facility, and the next proximate being and a 15-minute drive away (5.4 miles) at the larger downtown Vallejo
farmers’ market. The nearest farmers’ markets to the north of American Canyon are those in Napa, Fairfield, and
Sonoma. Figure 2 indicates the location of farmers’ markets in the region around American Canyon.
The City of American Canyon has experienced rapid growth, doubling in size in the last 15 years. Thus, the city is
quite new, and there is a strong interest in elements that build community and provide a stronger sense of place.
Additionally, there is a need for affordable, accessible fresh food in the region. Nine percent of Napa County
residents live in poverty, and 13,000 adults are food insecure, meaning they cannot afford adequate nutritious
food.7 All of the public schools in American Canyon have between 23 to 44 percent of students eligible for the
Free and Reduced Price Lunch program. A farmers’ market that offers affordable, fresh local produce would be a
powerful solutions-multiplier, offering increased local access to fresh and healthy food, a forum for building
community relationships and sense of place, and economic opportunities that strengthen local agriculture and
food security.
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Figure 2: Farmers' Markets in the Vicinity of American Canyon
7
California Food Policy Associates (2015, April). Nutrition and Food Insecurity Profile: Napa County.
http://cfpa.net/county-profiles
8
Source: USDA Agricultural Marketing Service Farmers Markets Directory Search.
http://search.ams.usda.gov/farmersmarkets/googleMap.aspx
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TWO | METHODOLOGY
Data for this feasibility study were collected using several different methods. Primary research was conducted
through three surveys, semi-structured interviews, informal conversations and site visits. This research was
augmented with a literature review. The data collection methodology is described in greater detail below.
2.1 | Interviews
Eighteen key community, business, and public service leaders from the greater City of American Canyon region
(listed below) were interviewed from March 31, 2015 to May 13, 2015. In addition, several City of American Canyon
staff provided critical information support for this study, and helped to develop and evaluate potential market
locations, including: Creighton Wright, Parks and Recreation Director; Deanna Parness, Community Outreach
Manager; and Dana Shigley, City Manager. The study was also informed by several conversations outside of the
interview process, including those with Mayor Leon Garcia, Council Member Mark Joseph, and members of the
community at large.
Interviewees
Name
Charlotte Billings
Alan Brazell
Greg Clark
James Cooper
Sandy Elles and Jesse Ramer
Ben Feldman
Gail Hayden
Joy Hilton
Penny Leff
Brigitte Moran
Karina Servente
Belia Ramos
Ed Smith
Kelly Smith
Joan Taramasso
Julia Van Soelen Kim
Cindy Worthington
Creighton Wright
Affiliation
Manager, Napa Farmers’ Market
Pastor, Open Door Church
Napa County Agricultural Commissioner
CEO, City of American Canyon Chamber of Commerce
Director and Program Director, Napa County Farm Bureau
Food and Farming Program Director, Berkeley Ecology Center, CDFA
Farmers’ Market Advisory Committee, Farmers Market Coalition
Executive Director, California Farmers’ Markets Association
Napa County Local Food Advisory Council, Napa County Agricultural
Commissioner’s Office
Agritourism Coordinator, UC Cooperative Extension
Executive Director, Agricultural Institute of Marin
American Canyon Moms’ Club, Parks and Community Services
Commission
Council Member, City of American Canyon
Manager, St. Helena Farmers’ Market
Agricultural Community Events
Principal, Taramasso Ranch, formery Common Greens
North Bay Food Systems Advisor, UC Cooperative Extension
Environmental Secretary, Napa County Department of Health
Director, Parks and Recreation
2.2 | Surveys
We conducted three online surveys – one of residents of the City of American Canyon, one of the city’s business
community, and one of potential market vendors – utilizing a web-based questionnaire that was developed and
designed using SurveyMonkey. The online survey of city residents was accompanied by a written survey that was
deployed in conjunction with a large community event.
a. Survey of City Residents
Residents of American Canyon were surveyed regarding their interest in, and preferences for, a farmers’ market
in the city. Surveys were deployed in both English and Spanish. Initially, 50 hard copy surveys were disseminated
in person at a community Easter event on April 4, 2015, and all were returned completed. Residents were sent
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online surveys through email lists managed by the City of American Canyon, Nextdoor, American Canyon Moms’
Club, Latinos Unidos de Napa, and through several schools. The survey closed on April 28, 2015. 979 residents
(5% of the city’s total population) completed the survey, including 970 in English and 9 in Spanish.
b. Survey of City Businesses
Business owners and managers in the City of American Canyon were asked to complete a survey to assess their
support for, and concerns about, a farmers’ market in town, and to collect their perspective on an optimal site
and timing for the market. Businesses were sent online surveys between April 3-10, 2015 through email lists
managed by the American Canyon Chamber of Commerce and the City of American Canyon. The survey closed
on May 2, 2015. 28 local businesses completed this survey. 62% of respondents were non-food retail, 7% were
food retail, 8% restaurant and 38% service-oriented businesses.
c. Survey of Potential Vendors
Potential market vendors, including local farmers, food processors, and artisans, were surveyed to inform
various aspects of the development of the farmers’ market. Potential vendors were sent online surveys between
April 3-20, 2015 through the following email lists and web forums:
• Emailed to: (1) list of certified growers in Napa and Sonoma Counties, (2) select businesses listed on
Napa Local Food http://napalocalfood.com/find-food/ and http://RealTimeFarms.com, (3) California
Cheesetrail merchants, (4) California Rare Fruit Growers, Redwood Empire Chapter, and (5) agricultural
businesses listed in the Eatwell Guide.
• Posted on the following Facebook pages: (1) Napa County Farm Bureau (also posted to their Twitter
account), (2) Sonoma County Farm Bureau, (3) Farmers’ Guild, and (4) Community Alliance with Family
Farmers North Bay Chapter.
• Advertised in the Solano County Farm Bureau e-newsletter.
The survey closed on May 2, 2015. 24 enterprises completed this survey. It should be noted that respondents
were primarily from coastal counties, with fewer responses from the Sacramento Valley. As a result, some survey
results will be biased toward the North Bay Area, including the seasonal availability of farm products.
2.3 |Site Visits
Site visits were made to each of the five potential market sites to assess site viability against a set of criteria
(refer to Section 3.3 below for more information).
THREE | FINDINGS AND RECOMMENDATIONS
Studies point to several factors in the overall success of U.S. farmers’ markets, including:
• Market readiness: sufficient interest in, and need for, the market among local residents.
• Market concept: a strong overall concept, including location, number and mix of vendors and activities,
that fits well with the local community.
• Market management: effective market management that is consistent, disciplined, experienced, and
energetic.
• Market financial model: a robust financial model that balances costs with vendor stability, and covers
its startup costs in the first few years.
• Market communications: strong marketing to local residents, and good communication with vendors.
Below, these five factors are used as a framework for assessing the feasibility of a farmers’ market in the City of
American Canyon.
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3.1 | Market Readiness
The first of these factors for success, market readiness, involves an assessment of the context in which the
farmers’ market will operate, including community demand and the competitive landscape. There is strong
community demand for a farmers’ market in American Canyon, a conclusion supported by the overwhelmingly
positive response of surveyed residents. 963 city residents (5% of the city’s population, and 99% of survey
respondents) indicated that they would shop at a local farmers’ market, with 689 residents (71% of respondents)
stating that they would shop there weekly. All respondents to the survey of city businesses were supportive of a
farmers’ market, and 40% said they would purchase products from the farmers’ market. Only one business
survey respondent (4% of respondents) expressed concern about the potential of the farmers’ market to
negatively impact their business.
The demand for fresh, local food in American Canyon cannot currently be met locally: no retail outlets feature
diversified local produce, meats and other products. The city does not have a natural foods store or locally
owned and operated grocery store. Retail food stores are limited to the large-scale, vertically integrated chains
Wal-Mart and Safeway, as well as a few corner and specialty stores. Currently, there are no farmers’ markets in
American Canyon. Except for the Saturday market in Vallejo, the nearby farmers’ markets (outlined in 1.3 above)
do not present a strong competitive barrier to the establishment of a new market in American Canyon. On the
supply side, interviews with agricultural representatives, market managers and farmers’ market associations in
the region suggest that securing vendors for the market will not be a barrier to success.
An additional consideration in evaluating the likely success of a farmers’
✜ Population in 2013: 20,208
market in American Canyon is the history of farmers’ markets in the city,
✜ Median income: $83,230
and in particular, the challenges that they had faced. For a short period in
✜ Median age: 35.5 years
the late 1990s, a Sunday morning farmers’ market was held at the
✜ Race:
American Canyon visitors’ center (the site of the current Holy Family
• Asian: 33%
Parish Church). In the first several weeks of its existence, it was financially
• White: 29%
supported by the City and relatively well attended. By some accounts,
• Hispanic: 26%
factors that contributed to the market discontinuing included a lack of
• Black: 8%
long-term funding and inadequate community outreach. Subsequently, a
• Other: 4%
farmers’ market was held on a weekday evening at the community center,
✜ Mean commute time (daily,
but it also did not survive its first season. More recently, the event “Friday
each way): 32 min
Nights at the Plaza” held in the parking lot of Canyon Plaza assumed the
Box 1: American Canyon Demographics
role of a local public market. Several interviewees noted that over time,
at a Glance
the mix of vendors at this event shifted away from those selling food
products to those selling non-consumables and novelty items imported from elsewhere. As a result, this event
began to have the air of a fair or flea market rather than a farmers’ market. “Friday Nights at the Plaza”
continued for several seasons, but it dissolved when the City withdrew its funding during the economic
downturn.
In light of the history of farmers’ markets in American Canyon, it is important to ask whether or not a farmers’
market can be sustained in the city. While not easy to pinpoint specific reasons why these earlier markets failed
to persist beyond one or a few seasons, interviews suggested their closure could be attributed to:
• Lack of critical mass (of vendors, and customers in turn)
• Unclear vision and incompatible ambiance
• Inconsistent management, resulting in inadequate community outreach and vendor management
There are a number of important differences between the American Canyon of today and the conditions that
existed when farmers’ markets were last held in the city. The following characteristics of today’s American
Canyon support a higher likelihood of market success:
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Substantially larger population (the city grew by 108% between 2000 and 20139).
Shifting demographics that are more likely to support a farmers’ market, including higher median
income and an increase in young families (See Box 110 for select demographics).
• Robust outreach mechanisms including an effective community listserve and multiple social media
outlets.
Data from our surveys and interviews, as well as other sources, suggest that a well-planned and managed farmers’
market would thrive in American Canyon today.
•
•
3.2 | Market Concept
Market Objectives and Flavor
Interviewees and city officials expressed a strong and unanimous interest in a farmers’ market as a mechanism to
build community cohesion. American Canyon is a growing city without a downtown center, and with a
community that is eager for local venues to meet and socialize with neighbors. Interviewees and survey
respondents also expressed interest in a farmers’ market as a way to increase access to healthy and diverse
foods. Among interviewees, support for local farmers was not voiced as a top objective of a farmers’ market,
which can likely be attributed in part to the low number of farms in the vicinity of American Canyon and in Napa
County in general.
Based on interviews and surveys, the following proposed mission statement captures the key motivation in
support of a farmers’ market in American Canyon:
The mission of the American Canyon Farmers’ Market is to foster community health by providing
fresh and healthy foods from regional farms at affordable prices and to bring our diverse residents
together to build community and deepen our connection to place.
In addition, we recommend that the following defining concepts guide the development of a market:
• Bringing this diverse community together, and showcasing the diversity of the community. Inclusion of
ethnic ingredients and foods in market offerings, in particular Asian and Latino cuisine.
• Offering affordable alternatives to the relatively expensive Napa market.
• Offering SNAP benefits/food stamps in order for the market to be accessible to low-income residents.
• Offering healthy, high quality, regionally produced food.
• Offering a mix of organic and conventional produce and other foods.
• Offering a well-rounded selection of products, including some non-food items and prepared food, but
with a primary focus on farm products.
• Offering entertainment and educational activities.
• Supporting vendors that are new entrants into farming and farmers’ markets.
Market Site
A set of criteria for selection of a farmers’ market site was established and included the following:
• Central location with ease of access
• Customer parking
• Good fit with neighbors
9
Management Partners (2013). City of American Canyon Environmental Scan.
http://www.cityofamericancanyon.org/home/showdocument?id=4526
10
American Canyon, California. http://www.city-data.com/city/American-Canyon-California.html
10
•
•
•
•
•
•
•
•
•
Ease of access for farmer vehicles
Minimum size of 5,000 sq ft
Picnic tables or room for seating
Availability of shade
Safe
Power, water and bathrooms
Waste disposal
Ownership
Ambiance
Seven locations for the farmers’ market were considered with the guidance of city staff. Visits were made to
sites that met a majority of the selection criteria in order to observe amenities, land use patterns, traffic flows,
and other pertinent influences. Market locations were evaluated according to these criteria (see Appendix A for
a complete spreadsheet).
Sites meeting a majority of the selection criteria were included in the survey of community members to assess
community preference. The most popular site was Community Park II/Donaldson Way, with 504 respondents
(54% of total) indicating that this would be the best location for a farmers’ market (Figure 3). 42% of business
respondents favored Community Park II, while 46% favored American Canyon High School.
Figure 3: Community Preferences for Farmers' Market Location
Based on our data, including evaluations of market sites by city staff and our surveys of residents and businesses,
we recommend that the American Canyon Farmers’ Market be sited adjacent to Community Park II, in the
parking lot of the Phillip West Aquatic Center at 100 Benton Way. This is the parking lot between the Aquatic
Center and the Boys and Girls Club building. The site is indicated on the map of American Canyon by the black
arrow (see Figure 4).
This site is central and convenient to residents of American Canyon. While it is not directly on the Hwy 29
thoroughfare, it is located on a collector street only 4 blocks from Hwy 29, making access by passersby
convenient. There is plenty of parking in the vicinity, and the site also provides ease of access for market vehicles
as well as emergency vehicles. It is on city property, and the City’s support for the market and willingness to
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provide this site make it an attractive option. The site’s adjacency to both Donaldson Way Elementary School
and American Canyon Middle School is advantageous because it is a familiar route for many local families and
provides easy opportunities for marketing. A favorable ambiance is provided by park space at Community Park II
adjacent to the suggested lot, as well as by a play structure at Donaldson Way Elementary School. Trees provide
a moderate amount of shade in the lot area, and the site will have some available storage for market items.
Figure 4: Proposed Farmers' Market Site
Currently, the law requires that farmers’ markets provide toilet and hand-washing facilities for vendors. These
facilities must be located within 200 feet of the market, must be maintained in a clean and sanitary condition,
and must be wheelchair-accessible (ADA). Hand-washing facilities must be installed within or adjacent to toilet
facilities. No other water sources are required for farmers’ markets, and vendors typically do not expect to have
access to water. Public restrooms are not compulsory, but are generally a good idea.
The toilet and hand-washing facilities at the Aquatic Center may be available to the farmers’ market, depending
on the exact location of the market within the parking lot. Whether or not the Aquatic Center restrooms are
within 200 feet of the edge of the market will depend on final placement of the market stalls. The market
manager will keep this in mind when finalizing a market layout. There is a power supply at the Aquatic Center;
however, its accessibility will depend on the siting of the market within the parking lot. While power is not
required at a farmers’ market is not necessary, it can be a useful feature for vendors. Still, vendors are typically
self-sufficient in this regard, and EBT machines run on batteries. Entertainment offerings, such as live music, may
benefit from a powered amplifier and microphone.
Location of the farmers’ market in this neighborhood can also figure into its vitalization and upward mobility. As
pointed out by Sustainable Agriculture Education (SAGE), the presence of a market encourages people to visit
neighborhoods that they tend not to visit frequently, and it encourages visitors to spend more time outside than
they would normally.11
11
Sustainable Agriculture Education (2005, June). Farmers’ Market Resource Kit: A Step Toward
Making San Francisco a Market City.
http://www.sagecenter.org/wp-content/uploads/2009/05/2005-05-01-farmers-market-resource-kit-web-version.pdf
12
Market Timing
Resident survey respondents clearly favored weekend market days over weekday market days, and mornings
were preferred over other times. 84% of respondents indicated that Saturdays would best accommodate their
schedules, while 63% felt that Sundays would best accommodate their schedules (see Figure 5).
Figure 5: Residents' Market Day and Time Preferences
Business survey respondents favored Saturday (75% of respondents) or Sunday (46%) mornings, while vendor
survey respondents favored Sundays (53%) and Fridays (53%), and also preferred mornings (53%).
Both Saturday and Sunday mornings are
Kaiser Permanente Vallejo Farmers' Market (Fridays 10 am-2 pm)
viable options for a farmers’ market in
Vallejo Farmers' Market (Saturdays 9 am-1 pm)
American Canyon. However, the two
Benicia Certified Farmers Market (Thursdays 4 pm–8 pm)
nearest farmers’ markets in Vallejo and
Pinole Farmers' Market (Saturdays 9 am-1pm)
Napa both operate on Saturday
Hercules Certified Farmer Market (Saturdays 3 pm-7 pm)
mornings. Thus, although a slightly less
Fairfield Farmers’ Market (Thursdays 3 pm–7 pm)
popular option than a Saturday morning
Martinez Farmers Market (Sundays 10 am-2 pm)
market, a Sunday morning market would
Box 2: Nearby Farmers' Markets
reduce competition for vendors from
adjacent markets and increase access in
the region to fresh, local produce by making an additional market day available. Box 2 summarizes timing for
nearby markets.
It is also worth noting that many church services take place in American Canyon on Sunday mornings, thus a
Sunday morning farmers’ market would these activities. Box 3 summarizes many of these services. Residents are
already out in town, so a stop at the farmers’ market would, for many, make for a nice activity after church
service.
American Canyon Community Church: 9 am; 10:45 am
We recommend a 4-hour Sunday morning farmers’
Holy Family Catholic Church: 9 am; 11 am
market (somewhere between 9 am-2 pm) as the
Calvary Baptist Church: 11 am
option to offer the greatest likelihood of overall
Family Worship Center: 10 am
success.
GracePointe Faith Church: 2 pm
Box 3: American Canyon Church Services
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Seasonality
At the outset, it is recommended that a farmers’ market in American Canyon be open only in the peak summer
season: May through October. This is a month longer than the average for the U.S. “Far West” region, and is a
common market season for California, which is in the southern reaches of this region.12 Figure 6 indicates the
seasonal availability of products from respondents to the vendor survey. If the first market season is successful,
we recommend surveying market-goers on their interest in a year-round market. If there is sufficient demand, a
year-round market would be a wonderful addition to American Canyon, particularly as it would be the only
source of fresh, local produce in town, and would provide a regular, year-round opportunity for community
building.
Figure 3: Vendor Respondents' Product
Availability
Figure 6: Vendor respondents' product
availability
Figure 7: Preferred farmers' market products
Market Size and Layout
Given the population of American Canyon and level of interest in a farmers’ market, we propose an initial market
of approximately 24 vendors. While the exact scale and mix of vendors should be determined by the market
manager, one viable market layout is provided in Figure 8. This layout assumes that farmer vehicles are restricted
in size to extended vans (20’ x 8’) or box trucks (up to 24’ x 10’), and that there are some off-load vendors, likely
crafters and prepared food vendors (olive oils, jams & jellies). Also, the layout provides vendor stalls sized up to
10’ x 20’ for farmers, and stalls 10’ x 10’ for artisans and vendors of prepared foods.
12
Ragland, Edward and Debra Tropp (May 2009) USDA Farmers’ Market Manager Survey 2006. Marketing Services
Division, USDA Agricultural Marketing Service.
http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5077203
14
Figure 4: Market Stall Layout Scenario for American Canyon Farmers’ Market at 100 Benton Way (courtesy Penny Leff,
UCCE)
Vendors
A successful farmers’ market will have a balanced and diverse mix of vendors. Typically, about half of vendors will
be farmers, while the remainder is artisans, food processors (e.g., meat, dairy, etc.), and vendors of prepared
foods.
The survey of residents indicated that fresh fruits and vegetables are of primary interest, with over 95% of
respondents wanting to purchase these products at the farmers’ market. The product categories ranked as most
desirable to residents following fresh produce were baked goods (desired by 44% of respondents), cut flowers
(38%), honey (38%), and ethnic foods (30%). See also Figure 7, above.
Building good relationships with vendors and supporting their profitability is very important to market success.
In our vendor survey, respondents provided input on factors that would increase their chances of success at a
farmers’ market in American Canyon (see Appendix B). An experienced market manager will be able to keep the
stalls filled throughout the season with a good mix of high-quality products. A useful resource on recruiting
vendors is the Wallace Center’s Recruiting Vendors for a Farmers’ Market (November 2007).
Given the ethnic diversity of American Canyon, we strongly encourage establishing a mix of vendors that
includes ethnic foods and ingredients. These could include bitter melon and mung beans, common in Asian
cuisine, as well as hot peppers and tomatillos, common in Hispanic cuisine. It would also be beneficial for at least
some vendors to speak Spanish to improve accessibility for this important demographic.
15
Through our online surveys, several local farms and other businesses expressed an interest in becoming a vendor
at a farmers’ market in American Canyon. These businesses, along with their contact information, are listed in
Appendix B.
Certification
We strongly recommend that a farmers’ market in American Canyon be certified. A certified farmers’ market is a
location, certified by the Agricultural Commissioner, where a producer sells only their own fresh fruits, nuts, and
vegetables directly to consumers. Certified producers are exempted from packing, grading, and labeling
requirements, making it easier for them to direct market their products without the added expense of
commercial preparation. A reduction in this regulatory burden typically results in a greater diversity of products
available to market patrons. According to the California Department of Food and Agriculture’s (CDFA’s)
certification requirements, certified farmers’ markets are required to include an area of certified producers
selling only their own fresh produce directly to consumers. However, certified markets also typically host noncertified vendors selling other types of products. The form for completing an application to register for
certification is located on the CDFA website at http://www.cdfa.ca.gov/is/i_&_c/cfm.html
Market Activities
While the primary goal of a farmers’ market is to sell local, high quality, fresh foods to residents, there is an
important secondary opportunity to provide those residents with wonderful experiences that entertain, educate,
and build community. Given that community
building and social time is a high priority for
community leaders and members alike, a farmers’
market in American Canyon would benefit from
offering special events on a weekly or periodic
basis. Residents were surveyed about the types
of activities or services that would most entice
them to attend a farmers’ market in the city. The
top-ranked activities are listed below, along with
specific ideas drawn from our research. A chart
summarizing the resident survey on preferred
activities is listed in Figure 8, and a complete list
is provided in Appendix C.
Food and beverage tasting events
64% of respondents expressed an interest in this
activity, making it the highest ranked on the list.
• Wine tasting from local wineries
• Regular tastings by farm vendors
Live music or entertainment
Figure 8: Residents' Preferred Market Activities
59% of respondents expressed an interest in this
activity, making it the second highest ranked on the list.
• Concerts by local bands
• Performances by local dance and theater troupes
Cooking demonstrations and workshops
39% of respondents expressed an interest in this activity, making it the third highest ranked on the list.
• Cooking demonstrations using ingredients common in ethnic foods
• Demonstrating the preparation of foods for gluten-free and other special diets
16
•
Food preservation trainings including canning and pickling
Gardening demonstrations and workshops
33% of respondents expressed an interest in this activity, making it the fourth highest ranked on the list.
• UC Master Gardeners’ table
• Demonstrations and workshops on gardening approaches, including seed starting, fertility management,
integrated pest management
• Composting workshops
• Water-wise landscaping workshops
Children’s activities
While children’s activities were not specifically polled for, this was a strong theme in individual comments as well
as in interviews. Ideas included:
• Story circles
• Children’s music
• Demonstrations of fire-fighting equipment
• Demonstrations of kids’ sports and activities
Health services or programs
While not among the highest ranked services and activities, health-related offerings are worthy of inclusion for
certain important market demographics, such as the elderly and lower-income populations.
• Information and workshops on methods for lowering stress and reducing weight
• Information on the link between diet and blood pressure along with free blood pressure tests
• Rapid health screenings
• Allergy and asthma education
Several local businesses expressed interest in sponsoring one or more events at a farmers’ market, co-promoting
the market, and/or assisting with market planning; these are listed in Appendix D.
Food Benefit Programs
CalFresh is the California version of the federal Supplemental Nutrition Assistance Program (SNAP), formerly
known as the Food Stamp program, which provides low-income residents with financial assistance for
purchasing nutritious foods at stores and farmers’ markets. Many farmers’ markets offer electronic benefits
transfer (EBT) options by which enrollees can redeem CalFresh benefits (formerly known as food stamps) for
produce and other food products at the market. We recommend that a farmers’ market manager in American
Canyon lease an EBT machine through the California Department of Social Services if they do not otherwise
have access to one. In addition, we recommend that the farmers’ market be certified to receive payments
through the Farmers’ Market Nutrition Program (FMNP), providing benefits to Women, Infants and Children
(WIC) and seniors who are at nutritional risk. In this program, eligible residents receive checks to purchase fresh
food from authorized vendors at authorized farmers’ markets. Finally, the market manager should make efforts
to enroll in Market Match, an incentive program that matches CalFresh purchases dollar-for-dollar in order to
further increase access to fresh local food for low-income families. More information on this program is available
at http://marketmatch.org/.
Providing these food benefit programs would make a farmers’ market more accessible to low-income residents
in American Canyon and neighboring communities. This would secondarily benefit local farmers by increasing
their customer base.
17
3.3 | Market Management
Certified farmers’ markets are governed by a variety of market rules and management approaches. The most
common approaches include management by specialized associations, independent non-profits, and local
governments. There is strong support for a farmers’ market among American Canyon officials and staff, and this
goal aligns with the American Canyon strategic plan. However, because there is not currently an independent
effort to launch a local farmers’ market, the City would benefit from collaborating with an experienced market
management association to manage a new farmers’ market. We recommend that the City undertake a search
process to identify an association that best aligns with their vision and goals.
There are many benefits to collaborating with a farmers’ market management association. The association would
specialize in all aspects of establishing and running a market. It would assume liability and cover insurance costs.
It would establish operating rules and procedures that are in line with best practices and compliant with
regulations and codes. The association would develop and oversee the operating budget, manage electronic
benefits, and assume financial risk for the success of the market. It would manage relations with vendors as well
as with educational and entertainment partners, and it would work with the City to develop a safety plan. In most
cases, market managers would be responsible for the following tasks:13
Market Start-up Duties
• Recruit new vendors.
• Monitor compliance with relevant regulations and codes.
• Secure necessary permits and licenses.
• Track food, store, and wholesale prices to guide pricing for the market and vendors.
• Keep farmers updated regarding competition.
• Make stall assignments.
• Review the budget and maintain records of market expenses and income.
• Make sure all vendor forms are completed properly and retained.
Daily Tasks and Responsibilities
• Coordinate opening and closing of the market.
• Assist at stalls when necessary.
• Enforce the bylaws.
• Handle emergencies and complaints.
• Provide quality control for foods, crafts and other products, as well as for the market’s general
appearance and cleanliness.
• Collect food stamps and WIC coupons from vendors.
• Maintain an information booth, guest book, recipe postings, etc.
• Keep a daily market log.
• Hold vendor meetings as necessary.
Communication and Networking Tasks
• Represent the market in meetings with community members, farmers, and other stakeholder groups.
• Develop a positive relationship with vendors.
• Educate and assist vendors with merchandising, pricing, and other marketing and business skills.
• Coordinate and encourage volunteerism from sponsors and community groups.
• Build positive customer relations.
13
Jolly, Desmond (2005). Starting a New Farmers Market. The Farmers Market Management Series. Volume 1. Davis,
CA: UC Small Farm Center. http://sfp.ucdavis.edu/farmers_market/
18
•
•
•
Maintain communications with city and county officials, the health department, the site owner, and
others connected with the market.
Follow instructions from and maintain communications with the board of directors.
Work with the board and vendors to develop strategic plans.
Promotion and Advertising Duties
• Create an annual calendar of events.
• Develop new promotional ideas.
• Arrange for media coverage and represent the market to the media.
• Establish an advertising budget.
• Review logos and other marketing tools with a committee as necessary.
Evaluation Duties
• Conduct periodic surveys to assess customer opinions and satisfaction.
• Invite, listen to, and use input from vendors and others to improve the market.
• Lead in monitoring and, when necessary, revision of the market’s mission, goals, and strategies.
• Evaluate and improve the effectiveness of meetings and other team activities.
• Debrief participants after board meetings, workshops, and retreats.
We would recommend that the City of American Canyon support the formation of a farmers’ market advisory
committee, composed of civic leaders, business leaders, and elected officials or staff who are committed to the
market’s success. This advisory committee would guide the market manager on, among other things, designing a
market that aligns with vision and goals of the community. The success of a farmers’ market in American Canyon
would be further enabled by support from the Parks and Recreation Department on site development, and the
city’s outreach coordinator on community relations.
Engaging a Market Management Association
There are several market management associations that are well positioned to serve American Canyon. The City
should take the time to find a market management partner that feels like a good fit. Each association has its own
market style, management approach, and special focus areas. The following criteria can help guide the selection
of a suitable market association.
The association:
• Is well-respected and reputable
• Is experienced with market management
• Places a strong emphasis on community outreach and engagement
• Cares about meeting the needs of low-income residents. It manages EBT and can ideally bring a market
match program where the value of food stamp dollars are doubled
• Has good relationships with its network of farmers and other vendors, and values their wellbeing and
success
• Has a track record of success with markets it has managed (e.g., low rate of closure)
• Has a transparent and strong financial model
• Is in it for the long-term
• Is experienced with market events, and is willing to develop high quality activity and service offerings
that round out the market experience
• Creates a festive atmosphere at its markets (it’s a good idea to visit one or more of their markets)
• Is interested in partnering with local advisors, including a local advisory group or board
• Emphasizes market safety
The following are market management associations that operate in the region:
19
Agricultural Community Events. Agricultural Community Events Farmers' Markets focuses on the promotion
of agriculture and agriculture-related products through farmers' markets. Established in 2010, we organize 8
farmers' markets in the North Bay, 5 of which are in Sonoma County. The farmers' markets we promote and
organize are Santa Rosa at the Veterans Building, Petaluma East Side Farmers' Market, Cotati Farmer's Market &
Cotati Farmers' Market.
Contact: Kelly Smith
(415) 999-5635
http://communityfarmersmarkets.com/
California Farmers’ Markets Association. The California Farmers’ Markets Association is a non-profit mutual
benefit corporation providing Certified Farmers’ Markets for the Bay Area since 1994 and is known for its ability
to create an atmosphere of community in a marketplace. CFMA operates 13 farmers’ markets in the greater Bay
Area.
Contact: Gail Hayden, Executive Director
(925) 465-4690
http://cafarmersmkts.com/
Marin Agricultural Institute. The mission of AIM is to promote a viable food system, to educate the public
about the benefits of buying fresh and locally grown food, and to bring farmers and communities together. AIM
manages 7 farmers markets, including the third largest market in California, the Sunday Marin Farmers Market.
Contact: Brigitte Moran, Executive Director
(415) 472-6100
http://www.agriculturalinstitute.org/
Pacific Coast Farmers’ Market Association. The Pacific Coast Farmers’ Market Association has been in
operation since 1988. It is California's largest operator of certified farmers’ markets with over 70 weekly markets
in the Bay Area. Certified farmers’ markets offer only California-grown products sold directly to consumers by
the farmers that grew, nurtured and harvested the crops. All PCFMA markets accept WIC FMNP (Woman Infant
and Children Farmers’ Market Nutrition Program coupons) and CalFresh EBT (the Golden State advantage food
stamp cards).
Contact: (800) 949-FARM
www.pcfma.com
Urban Village Farmers’ Market Association. Urban Village Farmers’ Market Association, a Non-profit Mutual
Benefit Corporation, was formed March 1997 to provide the best possible opportunity for farmers, food vendors,
and community members to preserve, enhance, and enjoy regional fresh quality foods. UVFM’s mission is to
promote the family farm; help protect the local environment by sustaining and restoring surrounding greenbelt
areas; and above all, to help build real community by fostering economic and social ties between producers and
consumers. UVFMA operates 9 year-round farmers’ markets and 2 seasonal markets in the greater Bay Area.
Contact: Ron Pardini, Executive Director
(510) 745-7100
http://www.urbanvillageonline.com
West Coast Farmers’ Markets. West Coast Farmers Markets was established in 2011. We wanted to create and
operate a certified Farmers Market that will provide a viable economic marketplace for California farmers, food
processors and local artists, while providing local communities, tourists and businesses access to high quality
and reasonably priced California-grown, farm fresh fruits and vegetables, baked goods and gourmet foods, as
well as serving as a showcase for California artisans.
Contact: Jerry Lami, Executive Director
20
(650) 290-3549
http://www.westcoastfarmersmarkets.org/
3.4 | Market Financial Model
Our recommendation is for a “pop-up” style farmers’ market for the first few years of operation. During this
period, a budget for critical market infrastructure, management and operations, as well as marketing support
should be established in collaboration with the market manager. The City of American Canyon has applied for
funding from the USDA Farmers’ Market Promotion Program to support the launch and early operation of a
farmers’ market. Should grant funds be awarded, the City should partner with the market manager to create a
comprehensive operations budget that includes income and expenses. Based on a collaborative budget process
with the City, some preliminary budget hard cost item estimates for the market in its first season include:
•
•
•
•
•
•
•
•
•
•
•
•
•
EZ Pop-Up tent x2 ($3,000)
Folding table(s) for market manager table and community tabling stations ($500)
Customer seating, tables and shade ($10-15,000)
Barricades ($1,000)
Generator (optional) ($1,000-$1,500)
Port-a-potty and hand washing station rental ($1,500)
Trash/recycling receptacles ($500-$1,000)
Promotional materials
o Graphic design ($5,000)
o Vertical banners ($3,500)
o Sandwich boards ($1,500)
o Print and online advertising ($5,000)
o Saturation mailing ($15,000)
o Utility bill insert ($2,500)
State farmers’ market fees ($2/vendor/day)
County ag inspections (approx. $300/year)
County health permits for market organizer ($122/season)
Launch event costs ($7,000)
Ongoing entertainment ($1,500)
Should the City fail to secure grant funds to support the farmers’ market launch, the City should move forward
with interviewing market management associations for the launch regardless. While the lack of funds would
likely result in scaled-back marketing, infrastructure, and launch, we believe the City is well positioned for a
successful farmers’ market with or without this grant support.
3.5 | Market Communications
Finally, a successful farmers’ market is one that maintains an effective communications and outreach strategy
with community residents. Farmers’ markets have the ability to engage their local communities in a sense of
ownership. At a farmers’ market in American Canyon, graduates of the community’s Citizens Academy could be
invited to organize a community tabling section, a bulletin board, or area focused on community events. This
“town crier” role could serve as an additional draw for residents, who won’t want to miss out on learning about
what’s going on in their town.
Launching the first season of a farmers’ market in American Canyon with a well-organized and well-attended
kick-off event will help drum up community interest and provide a signal to vendors that this is a market worth
participating in. Draws could include high quality entertainment, a series of demonstrations or workshops, and a
keepsake such as a tote bag or apron branded with the market logo. The kick-off event should be heavily
advertised in the local area.
21
Building visibility of the new farmers’ market will require a high level of promotion throughout its first year of
operation. Street banners, sandwich boards, posters in local shops, and a mailing to all households in town can all
be considered, along with online and print advertising. Marketing materials feature information about local
produce, unique recipes, food preservation techniques, or other interesting information that both advertise the
market and connect residents to the local food system. This kind of information can also be included on a
market website and a newsletter. Marketing to lower-income families is a good idea, and can be accomplished
through a targeted campaign implemented in collaboration with other organizations.
Special events at the farmers’ market are a great opportunity to partner with local community and arts groups
to provide locally appropriate entertainment and educational activities, and increase the visibility of the market.
Groups such as Kiwanis and Lions Clubs, the American Canyon Chamber of Commerce, the Hispanic Chamber of
Commerce, Fil-Am, the Moms Club, Backyard Gardeners, and American Canyon Family Resource Center are just
a few examples of potential local partners.
Several businesses in town also have owners or managers that, through the business survey, expressed interest
in cross-promoting the farmers’ market (see Appendix D). Finally, residents offered a wide variety of helpful
comments about the farmers’ market that will be helpful to the market manager; these are listed in Appendix E.
FOUR | CONCLUSION
American Canyon is a city ripe with opportunity for a thriving farmers’ market. As the so-called “gateway to
Napa,” it is well positioned to serve both the large number of local residents eager for an outlet to purchase
fresh local produce, and wine country tourists passing through town. With strong support from the City, local
community and businesses, and the opportunity of an excellent market site, American Canyon has all the local
ingredients necessary for a successful market. At present, the missing piece is an experienced market manager
who can provide the vision, leadership and framework to develop a farmers’ market that will serve the needs of
the community. Recommendations on securing a market manager are provided in this report, as are a number of
useful resources. We look forward to seeing the farmers’ market in American Canyon take shape.
22
FIVE | USEFUL RESOURCES
Below is a selection of helpful resources that collectively give a wonderful introduction to farmers’ market
launch and management:
Jolly, Desmond (2005). Starting a New Farmers Market. The Farmers Market Management Series. Volume 1.
Davis, CA: UC Small Farm Center. http://sfp.ucdavis.edu/farmers_market/
Market Umbrella’s Market Share: A community of farmers’ market practitioners and a database of tools,
analysis and other resources. http://www.marketumbrella.org/marketshare/
Farmers Markets Coalition: An organization that works to equip market managers and farmers with the tools
necessary to run successful markets, while also supporting research that promotes widespread understanding of
the impact of farmers markets. FMC also provides a network of support to market managers, vendors and
customers and gives farmers markets a voice in public policies that impact our food system. The Coalition has a
wonderful resource library. http://farmersmarketcoalition.org/
USDA Agricultural Marketing Service: AMS provides technical assistance in market facility development and
design as well as starting new farmers’ markets and assistance with outreach. They provide financial support to
farmers’ markets through the Farmers Market Promotion Program and they spearhead the Farmers Market
Consortium, a network of Federal, non-profit and private funders and technical assistance providers to the
farmers’ market community. For more information contact: USDA Agricultural Marketing Service, Marketing
Services Division: (202) 720-8317 http://www.ams.usda.gov/AMSv1.0/FarmersMarkets
The California Alliance of Farmers’ Markets: a newly formed coalition of farmers’ markets from around the
state of California, committed to working together for the betterment of our industry. The Alliance has five main
activity areas: Access & Equity, Policy & Advocacy, Best Practices & Professional Development, Marketing &
Consumer Education, Integrity.
23
APPENDIX A: POTENTIAL FARMERS’ MARKET LOCATIONS
24
APPENDIX B: INFORMATION TO ASSIST WITH VENDOR MANAGEMENT
Potential Agricultural Vendors*
Business
Little Organic Farm
Star Mountain Gardens
Contact
Email
Tel
Phyllis Hughes
Les Landeck
Koy Saichow
George Macros
Tracy Ellison
Lucas Boucher
Cathy Hammond
Patricia Sullivan
Maria Haug
Sheri Hurley
Stony Point Strawberry Farm
Earthworker Farm
Ellison Family Farm
Boucher Plants
Atlas Peak Olive oil
Happy Hens Farm
Talahalusi Gardens
Hurley Farms
SHAMROCK ARTISAN GOAT
ANA COX
CHEESE
Riverdog Farm
Tim Mueller
*This list includes vendor survey respondents who indicated potential interest in becoming a vendor at the
American Canyon Farmers’ Market.
Potential Non-Agricultural Vendors
Business
Contact
Email
Tel
Young Living Essential Oils
Nicci Shores
Origami Owl Living Lockets
Alona Pang
(jewelry)
Arcane Objects/Stormcrow
Carlene Cordova
Pictures
La Petite Tutus
Melanie Gomez
American Canyon Orthodontics
Jeff Nichelini
*This list includes business survey respondents who indicated potential interest in becoming a vendor at the
American Canyon Farmers’ Market.
Suggested avenues for identifying vendors of foods common in Asian and Hispanic
cuisine
•
•
•
•
•
Existing market association networks
Visiting markets and approaching vendors in urban centers such as Sacramento, Davis, and Oakland
Contacting County Ag Commissioners in the region
Contacting organizers of the California Small Farm Conference
Contacting regional coordinators at Community Alliance with Family Farmers
25
Vendor recommendations on potential actions the market manager could take to
increase vendor success (unedited)
adhering to transparent bylaws and selection criteria for vendors
Ads
Advertise
advertising
advertising
Advertising
Be up-beat and friendly
booth location
bring in more people with promotions
creating a community around the market so that it is a unique, one of a kind experience and not a
place to visit and leave. must be adept at marketing, advertising, and social networking
Do a lot of marketing by various means.
don't schedule on same days as Napa Farmers Markets
Free give away, cooking demo, planting demo, kids activity.
get people to the market
give out vauchers/redeemabale 'veggie $s. i.e. to seniors, low income folks, health-improvement
patients
Good parking
Have customers who buy produce
Have equality guidelines for booths and adhere to them, with consequences
Let vendors know when county inspectors are on site.
limit crafting and processed foods
Local verification and signage
maintaining a good balance of farms
Marketing
promote and advertise
promotion of market
The Farms come first, The folks who shop the market are second, The market is third. Think about
this! X board member of the Santa Rosa Original Farm Market.
Understand Food and have an in-depth understanding of farming on all scales
26
APPENDIX C
Survey respondents’ suggestions for specific activities or vendors for a farmers’ market in American Canyon.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
2 Fatt Jacks BBQ Team, the corn vendor at Kaisers Wednesday Farmers Market
a booth that features businesses in AC.
A rotisserie chicken truck
anything for children. interaction
baked potato people from the Kaiser Vallejo farmer's market
Bolani products
Bounce houses for kids?
Children's activities, reading hour, etc.
dj/karaoke
Dog Island Farms (urban farm)
Email
Face painting for children. Also something helpful/educational regarding health like brushing and
flossing
feature & give preference to local (to Am Cnyn) vendors
Focus should be on organic products
food trucks
food trucks
Food trucks
Food trucks
Food trucks
Food trucks / Off the grid
Food trucks would be nice too.
For our law enforcement to do activities with our youth
For the children I would suggest some sort of Movie night.
Friends of the AC Library used books for sale.
Get some of the same vendors from Kaisers market on Fridays, I love going there all the time
Gluten free demonstrations
Gold rush kettle corn Benicia, CA
Got Plate Lunch
Hands on children demos and science activities
herbs and spices
honey farmers, drought conscience landscaping, composting workshop, healthy eating information
Honey Marshall's Farm!!!
How to Grow organic pesticide free foods
I am a Wellness Advocate for Doterra essential oils and love an opportunity to educate the community
about their benefits.
I think a lot of people would come out if there were activities for kids (face painting) and also if people
could get a meal (assuming there is some variety). Maybe have food trucks?
I would be happy with any provider you can provide. I think a Farmers Market in American would thrive
tremendously.
I would invite chefs from the Napa Valley to give food demos
I would strongly suggest advertising services available to low income and needy families at this events.
It would be great if there were a few food trucks that would setup during Farmers Market.
JUMPERS FOR KIDS,
Kaiser allergy and asthma education
Kettle corn
27
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
Kettle corn and homemade tortilla lady from Kaisers farmers market
Kids arts and crafts/story time
Let's make it happen and make a destination, not just a drive through!
local products
Local restaurants selling prepared foods for purchase while shopping
local talent music; competitive pricing
local vendors
Marin Sun Farms
Marshall's Honey
Marshall's Honey
Marshall's Honey, Model Bakery, Sift cupcakes
Marshalls Farm Honey
Maybe have local children activity demos there such as karate, cheer, gymnastics, American Canyon is
such a family centered community. If you have activities that will be fun for the children, the more
guaranteed business it would have
Meyer's bbq. They work the Vallejo Farmers Market on Saturdays
Movie nights in the park after the farmers market
music and drinks!
Napa Emergency Women Services
organic
Organic
Organic foods
organic vendors
organic vendors
Organic/Paleo Cooking. Organic gardening, Gardening design, composting, Garden projects like pictures
out of plants etc.
Pacific Coast Farmers Association, they seem to have the best model
Photo Booth
produce from Sac/Davis and or Monterey/Salinas
raffles with gifts for attendants
Recycling your food into compost
Roberts Treasures
Rollz Baking Co.
rotisserie chickens
similar to the Vallejo (Georgia St) farmers market
something for children
story time from the CRC
Story Time like they do in Napa
Storytime is a huge plus at farmers markets
that the police and firefighters be there and active to get to know the community
the 'Strudle Guy' in santa rosa
The Hummus Guy
UC Master Gardeners table
Use Solano and Napa County Farms like Shooting Star CSA
Willie bird BBQ turkeys
Willy Bird (Turkey Legs),
wine tasting
wine tasting
Wine Tasting
28
89. wine tasting
90. Wine tasting/sale wristbands in order to taste wines which venders could stamp or input ones into, so
there would be a limit of no more then 4 or 5 tasting.
91. Wine.
92. WINERIES
93. band from right here in American Canyon, 5 Day Bender, to provide music at the farmers market
29
APPENDIX D | THE FARMERS’ MARKET AND BUSINESS ENGAGEMENT
Business Survey Respondents with Interest in Potentially Sponsoring Market Events
Business
American Canyon
Orthodontics
Grants Resale and
Consignment Store
The Lodge at Napa Junction
Contact
Email
Tel
Jeff Nichelini
Bill
Brian Burnett
Business Survey Respondents with Interest in Co-Promoting the Farmers’ Market
Business
La Petite Tutus
American Canyon
Orthodontics
American Canyon Chamber of
Commerce
The Lodge at Napa Junction
Contact
Melanie Gomez
Email
Tel
Jeff Nichelini
James Cooper
Brian Burnett
Business Survey Respondents with Interest in Assisting with Farmers’ Market
Planning
Business
American Canyon Chamber of
Commerce
N/A
Tutoring by Jan
Contact
Email
Tel
James Cooper
Firouse Huq
Jan Breazeale
30
APPENDIX E: COMMUNITY INPUT ON FARMERS’ MARKET
This table lists survey respondents’ additional comments (unedited) regarding a farmers’ market in American
Canyon.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
Bring Farmer’s Market back to American Canyon!
I think it would be a great thing for the teenagers in the town to have something fun and productive to
go to
...Do the right thing...Make it so people can see from highway not hidden. There are people driving
through AC all day long...Make money and be noticed..Don’t listen to long winded people who only are
thinking of their own agenda..Ditto
A farmer mkt is an awesome idea it will bring the community together
A farmers market in AmCan is a wonderful idea
A Farmers Market in American Canyon would thrive in the community and I am fully supportive of this
consideration. Thank you!
A Farmers Market would be well received if advertised properly.
About time.
AC has always been a community that reaches out to Families. Make sure this is thought out in the same
way. This is what is attractive to the many families that make up the population.
AC is in need of more health food establishments...Farmer’s Markets, Whole Foods, Trader Joe’s, etc
American Canyon is an awesome small town with an active population. I feel that having a farmers
market would bring more of that community feel we all love. Its another chance to out there and get to
know the people of this town
AMERICAN CANYON NEEDS A FARMERS MARKET. AMERICAN CANYON SAFEWAY PRODUCE
DEPARTMENT SUCKS.
Animal adoption table..
Anything that brings people in the community together is a good thing for all of us. It’s a great way for
people to network and spend money locally.
AS A PERSON STARTING A SMALL HOME-BASED BUSINESS, THIS WOULD GIVE ME A NICE SOFT
OPENING TO MY NEW BUSINESS. PERHAPS, AC RESIDENTS WITH SMALL LOCAL BUSINESS WOULD
JOIN, I WOULD. SPACE RENTAL PRICES, SET LOCATION THAT HAS ESSENTIAL AMENITIES;
ELECTRICITY, PARKING, SHADED AREA, SITTING AREAS, BATHROOMS/WASHROOMS AND GARBAGE.
THE TRAFFIC COMING FROM I-80 ALREADY CONGESTS HW-29 DURING THE WEEKDAY PEAK HRS
AND WEEKEND PEAK HRS. CONSIDER THE IMPACT ON THE COMMUNITY. I’D LOVE TO HEAR MORE
ABOUT THIS WHEN INFO COMES AVAILABLE: [email protected]
Ask city to send survey via email to all who receive their weekly city updates
available parking, security,
Bring free glucose, cholesterol, hearing, and vision screaning for our elders
Bring it n we can stop long travel to napa
Can’t wait!!
community park is a good location because it is apark and has lots of glose parking
Congratulations!
Consider food vendors as well. Bake potatoe, BBQ, popcorn etc
contact vendors from napa farmers market
Days/times of the FM needs to be coordinated (as to not conflict) with those existing FM, e.g., Fridays
and Saturdays in Vallejo.
Does the HR Dept respond to applicant inquiries?
Evening hours for during the week, any hours on the weekends
Excellent idea—can’t wait!
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excellent idea, the sooner the better.
Excited to be apart of the ACFM (American canyon farmers market)
Family friendly and it should be on different days then the Vallejo and Napa markets.
Farmers market can also be a venu for specialty food trucks like the ones offerred in emeryville. Off the
grid
Farmers Markets are fabulous for the community!! In Ukiah, there is a kids farmer market in front if the
library after story time, pretty cute idea...
Food trucks featured during the Farmers Market
Friday afternoons and evening would be great during the summer to pair with the movies in the park,
but traffic would be impossible!!!!! So pick a low traffic time
Fun food trucks with different varieties!
good idea!
Good products available will improve the quality of life of residents in general and give a good image to
our city.
Great Idea
GREAT IDEA
great idea of Farmer’s Market in AmCAN
Great idea!
Great idea!
Great idea!
Great idea! Have gone to Vjo. Farmers’ Market for 15+ years.
great idea! hope to see it soon
Great idea! I hope it happens. When we had a farmers’ market years ago, I went every week.
Great idea! I think a farmer’s market would be an excellent addition to the city. It would make the city
feel more like a community and not a pass through town for gas and snacks.
Great idea!!!
Great to have this in our city so that other people from different cities will come and how beautiful our
city is as well. Great exposure! This is a great opportunity for our city to shine! Hoping to see more
from our city!
Great way to meet our neighbors and buy fresh food along with entertainment.
Greta Idea
Have a good bread vendor. Good quality with not so expensive products. Bring in wholesale vendors.
Have a good bread vendor. Good quality with not so expensive products. Bring in wholesale vendors.
Have food trucks visit American Canyon
Having a farmers market may bring in revenues for the community. I would go to the market if there
was one in American Canyon.
Having a local farmers market is an excellent idea but I think it should be about what a farmers market
is. It should solely be about offering fresh local food like vegetables, fruit, other produce, dairy, bake
goods, grains, honey, plant, etc. This would be optimal in supporting our local growers and having fresh
local food available in one place. It should be small and not be turned into a “party” atmosphere that
offers more food trucks than fresh food like Downtown Napa.
Having it at the Library could also help drive foot traffic to the restaurants nearby. For example, how
many people might end up walking to Los Cantaros for breakfast? I’m not affiliated with them, just want
to see them succeed (and I’m a fan of their chorizo breakfast burrito). Early morning or early evening
could catch tourists either heading into or out of Napa as it’s easy to get to. I’m not a fan of the other
locations because none of the other locations could help our local business as much.
Having our very own market would be great for the community! Advertising will be the key ultimately.
Maybe try to have a grand opening celebration to kick start it?
Having the market on a weekend day near Hwy 29 may entice visitors to Napa Valley to stop & shop.
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Having vendors accept WIC farmers market checks for fruits/vegetables would be greatly appreciated!
Hope this plan goes through!!! Can’t wait to support the local community!!!
Hope this will happen
Hurry up with this project
I am excited for American Canyon to have its own Farmers Market!
I am so excited if we can have our American Canyon farmers market!!
I am sure that more people would participate in a farmer’s market if it were accessible by foot/bicycle
and it appealed to families. That is an uphill battle in American Canyon (ie streets without sidewalks,
freeway dividing the city).
I can’t wait for a decent Farmers Market without having to drive out of town on the weekend just to get
to a Farmers Market.
I can’t wait for our own farmers market!
I don’t know if AC is big enough to make this work. It would b nice not to drive to the farmers market
outside Vacaville though
I go to the layovers market
I go to the vallejo market weekly because of its good prices and wide variety of foods. I would love to
have something closer.
I have been wanting this for years in AmCan
I hope it happens.
I hope it opens earlier! I would love to have a farmers’ market in AC!
I hope it works! Great opportunity as a gathering place plus healthy food.
i hope now is the time- the other attempts were at the wrong time- not enough population. More
vendors are needed than were at the last farmers market.
I HOPE THIS COMES ABOUT!
I hope this will happen. I live in American Canyon but I always go to Vallejo farmers market every week
to buy my fresh fruits and vegetables.
I just hope will have a farmer’s market here in American Canyon
I just think it would be great to have a nice farmers market in that area we do not use the one in vallejo
we do use the one that is At kaiser on Fridays good luck
I like the idea of farmers market in our place.
I like Vallejo and Benicia farmers market. Price is good, no flea market look. Simple.
I live in AmCyn but have travelled all over the Bay Area to get to Farmers Markets for fresh local
produce. Many, including myself, go to Larry’s Produce in Suisun. Great in season items, but regularly
going is an all morning affair. Friday’s FM at Kaiser is a joke...way too much traffic and congestion. It is
too small and I avoid it at all costs.Vallejo’s Sat FM is often times inconvenient as we have many family
obligations at that time. I am in favor of a local FM in AmCyn during the week.
I love farmers markets but because if time it is hard to go to the ones out of town. I would visit every
one here.
I love the idea and hope it works out! Thank you
I LOVE the idea of a Farmer’s Market! I have frequented the FM in downtown Vallejo and would prefer
to keep my business in Am Can. I would prefer the market be on a weekend due to working Mon thru
Fri in San Rafael. If it were during the week, I would be able to go to an evening FM, but probably not as
frequently (I have three small children.)
i love the idea of a local flea market
I miss the Friday night that we had years ago. The community came out and was fun for the whole
family. Have other things that can add to the farmers market and let people come in and share their
products without being hassled.
I really hope this comes to fruition!
I shop at the Farmers Market at the Kaiser in Vallejo right now but would like one closer to home and
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would be able to more regularly visit one in American Canyon
92. I shop at the Vallejo FM every Saturday year round and Napa and Benicia in season. It would be great to
have a FM here is Am Can.
93. I suggested a Saturday early afternoon because usually by 4pm or so, American Canyon tends to get
windy and cold. That would keep people from coming out. So, an early Saturday afternoon would
probably work best.
94. I take my daycare to the Napa fm all the time. Would rather it was,here,in town I would go even,more.
95. I think a Farmer’s Market is such a wonderful idea!
96. I think a farmer’s market would benefit our city.
97. I think a Farmers Market in American Canyon would be a great way to get the community out and
engaged. I frequent the Vallejo Farmers market and am excited about the idea of having on here.
98. I think a farmers market would be an awesome idea, that way I don’t have to go to Vallejo or Benicia for
theirs. I’d love to get fresh fruits and eat food at the market!
99. I think a Farmers’ Market is a great idea!
100. I think AmCan would be a much safer location than Vallejo.
101. I think american canyon needs more things for families to do so we don’t have to leave our city. A
bowling alley would be great. I hate traveling to napa which is also not really handicap friendly
102. I think it would be great for the community, to have a farmers market out here. I think the business
would go great
103. I think it would be great for the community, to have a farmers market out here. I think the business
would go great
104. I think it would be to bring in the market!
105. I think there should be some local art and crafters.
106. I think this is a great thing for American Canyon.
107. I think this would be a great idea.... I would definiteily check it out.
108. I wish I didn’t have to go to the Vallejo Farmer’s Market and I refuse to shop at the swap meet because I
don’t like having to pay for parking.
109. I wish to spend my $ in American Canyon. I want to see more small businesses. More Healthy ,Fresh and
hip places eat and socialise. Roller skating? party venues . We need small American business owners to
come to American Canyon. We have so many young hip families moving into town. Spending there
money before they come home from work. We need a place to walk to and enjoy fresh healthy choices
on Saturdays and Sundays. A farmer’s market in the morning on the weekends would be awesome!
110. I would absolutely love a farmers market in American canyon, especially something like this to bring my
kids too and get them involved in making healthier choices and having fun!!
111. I would like to see it be more like local farmers selling their goods than ‘commercial’. I’m interested in
local, organic, healthy foods and products.
112. I would love a farmers market here! It would be great for our community and it will be packed!!
113. I would love a farmers market in AC, weekday evenings or anytime on the weekends would be great.
114. I would love a farmers market in AC!
115. I would love to have a booth selling my crafts
116. I would love to have a Farmer’s market in American Canyon and would definitely encourage all my
family and friends to visit it, BUT ONLY if the products sold are ORGANIC and preferably grown locally.
117. I would love to have a Farmer’s market in American Canyon. Every week we visit and make purchases at
the Vallejo Farmer’s Market. Parking is horrible, but we go anyways to get the fresh fruit and vegetables.
If we have it at American Canyon, my family can just even ride our bikes there. This will be a good thing
for the residents of American Canyon.
118. I would love to see a local Farmers Market. I usually go to the one at Kaiser on Fridays.
119. I would love to see this happen in American Canyon. Its great to see our town come together! Please
make it happen!
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120. I would totally shop at an am can farmers market!
121. I wouldnt want it near Hwy 29 due to the traffic already exists
122. I’d LOVE a Farmer’s Market in Am Can!
123. I’m really looking forward to shopping at a Farmer’s Market in American Canyon.
124. If done on weekdays it should be 4-7pm; and on weekends I think 10-2
125. If it is on a weekday, have it after work. If it is on a weekend - Saturday morning is better.
126. If possible have animal rescue organization to talk to people about adoptions and spay/nueter programs
127. If you build it....I will come!
128. im kind of thinking that sunday afternoon might work, possibly at Plaza near library
129. It will be great to have a farmers market in American Canyon.
130. It will be wonderful to have a local farmers market.
131. It would be fantastic to have a farmers market
132. it would be great to have a community involvement activity at this events.
133. It would be nice if AC residents could sell their own organic foods that they grow
134. it would be nice to go to the Farmer’s Market on Sat mornings when we do grocery shopping. I am
concerned about traffic and undesirables for cheap, tacky products or unhealthy food items being sold.
I think it would give us a good community place but not a carnival type atmosphere. Hey, how about
luring in Trader Joe’s and Peet’s Coffee at the Canyon Plaza?
Also, most of us commute to work and cannot do a Farmer’s Market during the day or after work.
135. It would be nice to have a farmers market in american canyon, because I normally go to concord/Dublin
on Thursday evening to there Farmers market, and vallejo on Saturday mornings, so I think a Tuesday or
Friday would be perfect in the evenings 4:00pm and 9:00pm.
136. it would make our commity work together and help our city in learning how to shop local
137. It’s a wonderful idea!
138. It’s about time . . . :-)
139. Its a good idea
140. Let’s do it!
141. Let’s do it!!
142. Let’s do it
143. Let’s do this!!!
144. Let’s get a farmers market!!! Yay!!
145. Let’s get this farmers market up and running
146. Let’s make this happen next year! Driving to Vallejo farmers market is too far..
147. Let’s see this happen soon! Great way to meet neighbors and get to know our community better! This
will keep us united and hopefully deter those that try to disrupt our city (burglars, wanderers, etc)
148. Lets do it!!!!
149. LETS GET IT DONE !
150. Living in AC, we have to drive a good 20 minutes to get to any specialty grocery stores. It would be nice
to have a place to buy local, quality fruits and veggies with some organic options
151. looking forward to it
152.
153.
154.
155.
156.
You should visit Kaisers on Wednesday it is very nice
Lots of organic produce reasonable priced.
Love the idea of a Farmer’s Market!
Love the idea of a farmers market in AC. I remember when it was hear the Library area years ago. Loved
it!! Please bring it back!!!!
Make it at the high school. More advertising
make it at the park, not where it was before. Make it larger/better with produce.
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157. Make the event dog friend, leashed that is ;)
158. Make this happen. Lots of Organic vendors please.
159. Market should be in a location that is well visible by driving by or well advertised in advance. Most
people drive all the way to the Vallejo, Napa, or father.
160. Meyer’s bbq
161. More restaurants and shopping places please.
162. Most of the farmer’s markets that I’ve been to had just one or two musicians in their own booth space.
Their music was kept at a low volume, so the shoppers could only hear it when they walked by the
musician’s booth. They were generally selling their own music CDs, so they paid a fee for their booth
space. I’ve always appreciated their musical contribution to the farmer’s market. Perhaps something like
what I’ve described could be incorporated into our American Canyon farmer’s markets.
163. much needed. maybe book sale monthly
164. must be user friendly
165. My biggest concern is the pricing of the goods sold at the farmers market. Vallejo has very good prices,
but some of the same vendors go to Benicia, Concord, Napa, and Walnut Creek and jack up the prices,
depending on the area. Will we get fair prices???
166. My family and elder parents often travel to Larry’s Produce in Suisun to purchase fruits and vegetable.
Love the idea of a market closer!
167. need better names for city parks and plazas.
168. Needs to be year round - not a temporary market
169. Nice idea. We went to the Napa farmers market, but it (so far) has proven to be too small, and not open
year round. I think if you can get a big market to come to american canyon, so that they offer choice,
value, and activities for young and old, then that could be a big success. Now we go to the marin
farmer’s market which is the best market, in my opinion. We use to live in San Francisco, which also has
a good market (ferry bldg), but prices are higher than marin (but still we went to it).
Good luck with the farmers market idea.
170. Nothing for sale from China. US only
171. Organic & Local
172. Organic and locally made or artisan type products would bring me to the farmers market every time. I
work in SF and go to the farmers market there every week.
173. Organic fruits and veggies and gluten free baked goods vendors. Currently frequent the Tuesday
market in Napa when it is open. Love the vendors there!
174. Organic local produce preferred
175. Please do not allow sale of live animals (to be slaughtered at home), and let’s have an emphasis on
organic or locally grown produce. Not people buying wholesale and then just reselling at the market.
176. Please do not bring this type of business to the beautiful place we live in. Trash, noise, high prices and
inconvenience are the only things a Farmer’s Market will bring.
177. Please do not do this. We don’t need it. Vallejo is close enough.
178. Please do this & use this platform to encourage locals to become vendors!
179. Please do this. I would Love it. We do not have a local whole foods and my family is very health savvy
180. Please get this going ASAP!!!
181. Please no live animal sales at the market, for example chickens to be killed/slaughtered at home.
182. Please not near city hall/Walmart. I would not go.
183. Please provide details on how I might be able to sell/share the seasonal veggies I grow in my own
garden. Thank you
184. Please provide more public transportation.
185. Please start a famer’s market! It will be great for the community! American canyon needs something
new and fun!!
186. Please start soon
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187. Please!! This is a valuable addition to our city.
188. Pls make sure location is parking accessible.
189. Pls make sure location is parking accessible.
190. Pls pick a place with ample parking that would be least disruptive to.the surrounding neighborhoods
and won’t cause a traffic jam. Dor these reasons, I prefer not Shenandoah - I also think.the maintenance
of the grass will be difficult and a litter would be a problem to the neighborhood. The highschool has
ample parking and.the pavement easy to sweep and maintain. Ot is important to pick a large enough
space initially. If it is successful and the place is too small, it could kill interest or make it hard to switch
to someplace larger.
191. Pls pick a place with ample parking that would be least disruptive to.the surrounding neighborhoods
and won’t cause a traffic jam. Dor these reasons, I prefer not Shenandoah - I also think.the maintenance
of the grass will be difficult and a litter would be a problem to the neighborhood. The highschool has
ample parking and.the pavement easy to sweep and maintain. Ot is important to pick a large enough
space initially. If it is successful and the place is too small, it could kill interest or make it hard to switch
to someplace larger.
192. Produce prices need to be in-line with vendors selling at Vallejo farmer’s market every Saturday else we
will just go to Vallejo as we now do.
193. provide free seminars to learn something new
194. Questions 2 & 3 didn’t allow for my real answer: As I work Mon - Fri from 0730 to 1730, I can only come
if it is a weekday evening or a Sat morning.
195. Saturday mornings are good and early evenings for during the week. If there is live entertainment or any
music playing, they should be set up so that people can still talk without yelling. Sometimes bands are
put to close to vendors and it makes it difficult to talk/listen or even socialize.
196. Should not be the same day or time as Vallejo and Napa.
197. Since Napa stopped the Chefs market we should pick it up.
198. Since we have a local 4H this could be a wonderful way to support them. Just judging by how many
people come out for parades and other community events, this is sure to be very successful
199. Size matters. In order to make it worth it there needs to be a significant amount of vendors there. Past
events in AmCan (like Friday Nights at the Plaza) were too small to make it a worthwhile event.
200.Skip the chase and build a huge glutenous shopping center.
201. So excited this may happen!!
202. so glad you are considering this! Thank you
203. Sounds great if you promote it well so people in AmCan and surround areas would attend and make it a
worthwhile venture for the vendors.
204. Such an exciting opportunity for American Canyon! Hope it happens!
205. Summer times coming, would be a great activity to have come to American Canyon
206. Terrific idea! I love it!
207. Thank you for always providing the residents a beautiful place to live, work and enjoy!
208. Thank you for considering !
209. Thank you for considering this project.
210. Thank you for looking into this. I know our city will eventually have a designated spot for a Famer’s
Market once Phase I of the Watson Ranch project is complete but this a great way to gain momentum
for a Farmer’s Market. Good luck!
211. Thank you for the survey. I sincerely hope that we are able to sustain a Farmer’s Market in American
Canyon. How about Trader Joes?
212. Thank you very much!!!
213. Thanks for doing this...used to LOVE the Friday Nights in the Canyon
214. The high school has good parking, so it might be nice to have the farmers market there.
215. The high school is a easy to access location that can bring in people from the adjacent city such as
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Hiddenbrooke.
216. The idea of having a farmers market in our community is great. This will provide opportunity for us to
know the local residents and showcase our local products.
217. The idea of having fresh fruits and vegetables regularly is fantastic. As well as, bringing the community
together in a healthy way. Thank you for this consideration.
218. The library is the best place for a farmer’s market because of the new park and ride that will be open
soon. The library has a lot of people on a daily basis and would be good for the farmers market
219. The park would be a great place to host a farmers market because people and families can picnic and
enjoy the outdoors. Especially if there’s a playground.
220. The sooner, the better!
221. the stores produce is so bad , i was going to ask that question to the neighborhood network
222. There used to be a farmers market years ago at the swimming pool, but, it was small and not that
interesting and in a windy location.
223. This city needs to thrive! I am not sure if this is the answer , but it is a start.
224. This farmers’ market in the community would be great!
225. This is a great idea for the community!!
226. This is a great idea, but it could be a nightmare if not planned correctly. It could create traffic, litter,
noise, etc. problems. There needs to be an experienced person in charge and not a government official.
227. This is a wonderful idea for us local residents. I am very excited and hope it will happen!
228. This is awesome. Please make this happen.
229. This is exactly what AC needs! YES please. FOOD TRUCKS, too.
230. This is such a wonderful idea for American Canyon
231. This sounds great and could drive business to Am Can. Just keep WalMart out!
232. This sounds like a great idea - I hope it come to fruition!
233. This would be a great asset to the community! Hope it comes to fruition!
234. This would be a great income generator for Am Cyn, why spend in Vallejo when we can do this for our
community.
235. This would be a phenomenal addition. To AmCan
236. This would be a wonderful added commodity to living in American Canyon. As of now I have to travel
outside of the community where I live, to Vallejo, to enjoy fresh produce and the like. A Farmer’s Market
in American Canyon is a welcomed and anticipated perk to living in this city.
237. This would be a wonderful addition to our small town
238. This would be awesome!! At least monthly or biweekly!!
239. This would be awesome. Would also love some additional restaurants in Am Cyn.
240. This would be great for the community. American Canyon is a city with a lot of potential, and lots of
open land. We need more healthy, organic options, not fast food and junk food.
241. This would only be successful if it did not compete with Vallejo or Napa FM. People want the outdoor
market experience where they can purchase fresh seasonal and affordable produce. We don’t have any
sizable “local” veggie farm in the county that I know of. Perhaps we can create a co-op of community
garden produce as a unique additional. I have ideas, but I don’t have a plot. - Charles Schembre, Napa
RCD, [email protected]
242. Though I marked 3 times a month, I would certainly shop weekly if there were enough products in
quantity to accommodate a weekly farmer’s market. Currently go to Vallejo twice a month or so and
have been for many years. American Canyon tried this some years back and it just didn’t take.....maybe
now with the growth in population, it will which would be really nice!
243. Totally support having a local farmer’s market! Hoping it goes through. Best wishes!
244. traffic in american canyon is getting worse...
245. Try had a farmers market before.locals did not support it. They do not even support the local
restaurants. Very sad. Vallejo and Napa have good farmers market..lots of variety.
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246. Vallejo has a huge market which I visit 2x/month. Mostly non-organic. What about encouraging organic
growers to develop a “niche” for American Cyn FM distinct from all the others....Library is a great
location, as combines the needs for other errands (library, post office).
247. We had a Friday night farmers market before and it ceased due to lack of patronage. Sad to say I don’t
think this time will be any different.
248. We had a Friday night farmers market before and it ceased due to lack of patronage. Sad to say I don’t
think this time will be any different.
249. We had a small farmer’s market several years ago near the former library. It was during the summer
and the wind was a rather negative factor for enjoying it. Hopefully, a new farmer’s market can avoid
that.
250. wE NEED MORE OF THESE AND WELL AS CULTURAL EVENTS.
251. We need more things in American Canyon, so I don’t have to run to Napa so much. (There are no good
stores here or upstarts. Trader Joe’s.
252. We need one asap
253. We need this!
254. We need this!!
255. We need to start small and build. It can’t just be local vendors though they MUST be there. It needs to
be “done right” and not be a “funky town” thing as so many many things in this city turn out to be.
256. We really need this better here then having to travel to Vallejo or Napa
257. We regularly go to the farmers market in Vallejo Saturday mornings. It would be nice to stay local.
258. We should have farmers market in American canyon to showcase what American Canyon can offer
259. We shuld use the vacant land in vintage ranch for a community garden
260. We support the idea of a Farmers
market coming to AC
261. We tried this before. It got too commercial and didn’t work.
262. We woukd love it!!!!!!!!!!!!!!!
263. WE WOULD LOVE THIS!!!
264. We would LOVE to see raw milk sold by a local farmer at a reasonable price. Also organic foods would
be awesome. So excited-hoping this works out
265. Weekends or weeknights are preferred since I work full time M-F 8-5
266. Weekends should be avoided as they typically have traffic May-November due to Six Flags and Wine
Valley visitors. Early weeknights are best with lots of daylight still left and people who work out of town
have time to get home
267. What does age & gender have to do with having a Farmers Market?
268. wonderful idea although the thought of having to wait a year plus for this to take effect is very
discouraging. Would suggest someone try and get the ball rolling immediately and we can add vendors
as necessary. Also flowers from outside growers different from where Safeway received theirs would be
a wonderful idea Lililvu
269. Would be thrilled to have a local farmers market!!!
270. Would love a farmers market
271. would love a farmers market where in the city would it have the lowest impact on traffic?
272. Would love this idea to have a Farmers Market in AC. I prefer weekday evenings because most
weekends are super busy this is why I attend the Benicia Farmers Market
273. Would love to have a farmers market with local area produced products! Provides more food selection
choices than just shopn at safeway or walmart.
274. would love to see us try this again. As long as it doesn’t compete with napa or Vallejo farmers market
(including the Friday farmers market at kaiser Vallejo)
275. Yeah, we don’t need anymore traffic this would bring. Concentrate on fixing the traffic problems first.
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NO MORE GROWTH! Otherwise, long term residents like ourselves will leave American Canyon and
rent our homes out. Is that what you want? More rentals?
276. Yes let’s also focus on affordability. If faced with prices like at the Napa Farmer’s Market I would still
choose to shop the Vallejo Farmer’s Market instead.
277. Yes please! Farmers Market! Especially April- September.
278. Yes to the Farmers Market!
279. You should allow schools to advertise their fundraising activities at the Farmers Market. By showing
their fundraising activities, the AC community can see what our children need help in such as music
programs, sports, art, drama or anything. Although the AC schools may have online fundraisers, not
everyone knows about it. Hope this helps!
40

Feasibility Study - City of American Canyon

Transcription

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