GREENSHEET - National Association of Produce Market Managers

National Association of Produce Market Managers
Ja nu a r y 2 0 1 0
G REEN S HEET
About NAPMM
Founded in 1947, NAPMM
strives to help market
managers improve facilities
and increase services while
encouraging cooperation and
exchange of ideas between
members and partners.
NAPMM Officers
Paul Steinke ........................ President
Ben Vitale .............. 1st Vice President
Janel Leatherman 2nd Vice President
Deb Churchill ...................... Treasurer
James Haydu ...................... Secretary
MESSAGE FROM THE PRESIDENT
On behalf of the board of directors of the National Association of Produce Market
Managers, I hope you will join us at our 64th Annual Conference from March 24th
to 27th in Dallas, Texas. Janel Leatherman, administrator for the Dallas Farmers
Market, will host us for three days of educational sessions and presentations on
issues of importance to managing markets, including topics such as alternative
waste management strategies, greening your market, tapping into growing
consumer demand for locally-produced foods, financing and managing market
renovation and expansion projects, and marketing and promotions.
We will also be joined by a representative of the United Fresh Produce Association, who will present to a
joint session of wholesale and retail attendees during the conference. As in past years, we will also have
a series of Market Roundtables with unscripted opportunities for market managers to share problems and
solutions, challenges and opportunities. And the conference will welcome representatives from the USDA,
including Mr. Errol Bragg, to bring us up to speed on the agency‟s evolving priorities and financing
opportunities.
Janel has also prepared a great day of touring in the Dallas area, including a tour of the Dallas Farmers
Market and visits to a Del Monte processing facility and a wholesale produce market.
Most of all, the conference will provide unparalleled opportunities for market management professionals
like us to network with people who do what we do. It is at these networking opportunities—the receptions,
tours, lunches and the closing dinner—that we really get to share information that helps make us better at
what we do. I have found the networking opportunities to be a consistently rewarding way to “re-charge
the batteries” professionally.
INSIDE THIS ISSUE:
Market Manager of the Year
Criteria and Nomination Form
As conferences go, the NAPMM conference is quite affordable, with a low registration fee considering all
the amenities and programs that the conference offers.
So I hope to see you in Dallas for three days of learning, camaraderie and fun!
Paul Steinke, President
CHEP–One of NAPMM’s Sponsors
for Annual Conference
NAPMM 2010 Annual Conference
Information and Registration Form
NAPMM 2009-2010 Membership
Application
Charles Lawton, Founder of Dixie
Growers
Drivers of Vendor Satisfaction &
Performance at Farmers’ Markets
NAPMM ANNUAL CONFERENCE—MARCH 24-27—DALLAS, TEXAS
Registration is now open for the 64th Annual NAPMM
Conference. You can go to our web site (www.napmm.org)
and register online or do it the old-fashioned way by postal
service. If you have any questions regarding your
membership or registration, please email Gwen Tillisch at
[email protected].
For more details about the conference, see the Conference Insert sheet inside this GreenSheet. When the
conference committee firms up the details on the program content, you will receive an update by e-mail.
Join NAPMM for only $50 and save $100 on conference fees!
Applications are available online at www.napmm.org.
Register before March 2 to save $100 on conference registration fees!
We now accept payments by PayPal and major credit cards.
GreenSheet
Page 2
NOMINATE MARKET MANAGER
OF THE
YEAR—LAST CHANCE!
DEADLINE FOR NOMINATIONS—FEBRUARY 28, 2010
Our organization includes many great managers and markets. There also are some great managers out
there not currently involved with NAPMM. Now is your chance to recognize your colleagues, for both their
excellence in managing their markets and also for service to NAPMM.
Please take time to review the criteria below and consider nominating a manager who exemplifies the
standards that NAPMM promotes or a member of NAPMM who has gone above and beyond to support our
organization.
Market Manager of the Year Award—Process and Criteria:
The Market Manager of the Year Award is to recognize a market manager for their work and
accomplishments at their market and/or markets they have managed or are managing. The recipient‟s
level of involvement with NAPMM or other trade organization is not the focus of this award.
The Market Manager of the Year Award is selected annually by a committee of the three immediate
past recipients of the award.
The committee will widely disseminate a “call for nominations” for the award at least 90 days prior to the
start of the annual Convention/Conference/Meeting.
Market Managers, organizations and/or individuals can nominate an individual for the award.
Committee members may also nominate an individual. The award recipient must be a current or past
market manager. Nominations are to be sent to the Award Committee for their consideration utilizing
the form available on the webpage at www.napmm.org.
Special Service to NAPMM Award:
Wherein the Market Manager of the Year Award is presented annually and recognizes an individual‟s
accomplishments at their market(s), the Special Service to NAPMM Award focuses entirely on the
individual‟s or organization‟s service or contributions to NAPMM. This award recognizes dedication and
commitment to NAPMM over an extended period of time. This award is not given annually, but rather
only to recognize these significant contributions. The decision to name a recipient for this award is
made by the Executive Committee of the Board of Directors.
Please take the time to recognize your colleagues. Market Manager of the Year nominations should be
submitted on the forms provided to:
NAPMM
Market Manager of the Year Nomination
PO Box 291284
Columbia, SC 29229
CHEP—ONE
OF
NAPMM’S SPONSORS
FOR
ANNUAL CONFERENCE
CHEP is excited to be sponsoring the 2010 NAPMM Annual Conference in Dallas, Texas. CHEP and all of
its employees are proud of our relationships we have built with the growers, distributors, and wholesale and
retail markets across the country.
I want to personally invite you to attend this year‟s conference March 24-27th. This is a great opportunity
to network and engage in informational sessions and presentations regarding the produce market industry.
I would also like to thank each of you for working with CHEP in recovering our assets. Our blue wooden
pallets carry the most important products everyday and your help in lowering the cost in the overall supply
chain is appreciated.
See you in Dallas!
Bryon Rhoades
CHEP Regional Manager
Ted Wu, Manager of the
Hsin-Chu Agricultural
Marketing Corp in Taiwan,
received recognition as the
NAPMM Market Manager
of the Year in 2009.
Sponsors for 2010
Annual Conference
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Page 3
CHARLES LAWTON, FOUNDER
Charles Lawton, founder of
Dixie Growers, passed away
on January 25th.
OF
DIXIE GROWERS
Our friends in Florida at the Plant City Market made us aware of some sad news related to a long-time
friend of NAPMM and wholesale markets in Florida. Twenty-five year tenant and former Florida Ag
Advisory committee member, Charles Lawton passed away on January 25th. Charles and his wife Linda
founded Dixie Growers over 25 years ago. They built it into one of the most successful and well respected
distributors in Central Florida. Dixie Growers was one of our conference sponsors when we were in Plant
City several years ago. Many of us had an opportunity to tour the facility. Charles will be missed by his
wife and son Jacob as well as many relatives and friends, and all of us here at NAPMM who had the
chance to interact with him and his family over the years.
Jim Farr, Editor
DRIVERS OF VENDOR SATISFACTION & PERFORMANCE
AT FARMERS MARKETS—SEPTEMBER 2009
Todd M. Schmit, Miguel I. Gomez, and Bernadette Logozar
Applied Economics and Management and Cornell Cooperative Extension of Franklin County
With the increased interest in
local foods and the growth in
farmers’ markets, it is
important to evaluate input
from vendors and market
managers on current market
and vendor operations and
characteristics and how they
relate to performance and
market success.
The success of any farmers’
market is predicated on the
satisfaction of its vendors and
evaluating performance in
terms of just ‘dollars-and-cents’
may miss important factors
and give misleading
implications and
recommendations.
With the increased interest in local foods and the growth in farmers‟ markets (FM), it is
important to evaluate input from vendors and market managers on current market and
vendor operations and characteristics and how they relate to performance and market success. Despite the
strong growth in FMs, recent research shows high failure rates of new FMs and that market success varies
significantly across geographic areas and economic market conditions.
FM success depends on a host of vendor, market, and customer factors. In addition, non-financial factors
often matter a great deal in assessing performance, and proper assessments need to consider all factors
simultaneously. In summer 2008, the Northern New York Direct Marketing/Local Foods Team looked at
these issues in an assessment of 27 FMs operating in Jefferson, Lewis, St. Lawrence, Franklin, Clinton,
and Essex. FM managers and vendors completed written surveys, while customers participated in Rapid
Market Assessments (RMA).
The FMs represented a broad size range, with vendor numbers ranging from 4 to 52 per market, and a 13vendor average. Based on the data collected, the FMs generate around $1 million in sales per season.
Even so, customer spending was relatively modest, with an average purchase amount per visit of $17.
Vendors selling fruits and vegetables made up the largest proportion of vendors (57%); however, those
selling plants and nursery products (33%), processed foods and beverages (29%), and arts, crafts, jewelry
products (28%) were relatively prominent. Vendors selling meats and eggs (18%) and dairy products (2%)
were found in the least numbers.
Since vendors may consider both financial and non-financial
performance factors, vendors were asked about their levels of
sales, as well as how satisfied they were with their profitability at
FMs. This distinction is important. For example, vendors that
utilize FMs primarily as a way to advertise their farm/products or
appreciate the opportunity to interact with customers may well be
satisfied if they cover their costs or reach some minimal level of
sales. The success of any FM is predicated on the satisfaction of
its vendors and evaluating performance in terms of just „dollarsand-cents‟ may miss important factors and give misleading implications and recommendations.
We investigate the effect of various factors on vendor performance and
satisfaction to serve as a valuable planning tool for vendors and
managers. Market-level factors included: manager employment status,
number of vendors, market age, number of amenities, vendor
composition by production practice, and minimum percent requirement
of selling own-vendor products. Vendor characteristics included: years
of selling experience, number of FMs attended, percent of total sales
from FMs (a measure of channel diversification), farm employment
status, and product types sold. Customer factors included the average
purchase amount per visit and customer travel distance (from the RMA) to measure customer disposable
income and population density, respectively. (cont’d on next page)
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Page 4
National Association of
Produce Market Managers
DRIVERS OF VENDOR SATISFACTION & PERFORMANCE
FARMERS MARKETS—SEPTEMBER 2009 (CONT’D)
P. O. Box 291284
Columbia, SC 29229
napmm.org
The primary drivers of vendor sales performance are
shown to the left. The figure measures the percentage
change in sales per customer for a 1% change in each
driver (denoted as elasticities in the figure). For
example, a 1% increase in years of sales experience
leads to a 0.52% increase in sales per customer. The
binary product-type variables are interpreted as the
change in sales per customer if that particular type of
product is sold relative to all products on average.
Increase
Sales
% of Vendors Non-Cert. Org.
-0.29
Market Age
-1.31
Vendor Factors
Market
Factors
Decrease
Sales
% of Sales from FMs
-0.73
Sell Plants/Nursery
-1.29
Sell Processed Food/Bev.
-1.44
Sell Fruits or Vegetables
-1.78
Number of Markets Attend
-1.41
Years Selling
0.52
-2.0
-1.5 -1.0 -0.5
0.0
0.5
Elasticity or Marginal Effect
Lower
Satisfaction
% of Vendors Non-Cert. Org.
1.03
% of Vendors Cert. Org.
1.04
Number of Amenities
1.53
Higher
Satisfaction
Manager at least Half-time
0.24
Market Age
0.89
Number of Vendors
1.05
% of Sales from FMs
1.02
Sell Meats or Dairy
0.38
Number of Markets Attend
0.88
Generally, our results show that vendor satisfaction
0.90
Years Selling
depends on more than just sales performance and that
0.0
0.5
1.0
1.5
Odds Ratio Estimate
when considering changes in market or vendor
operations, both factors should be considered. We summarize the overall findings below.
B OARD OF DIRECT O RS
Expires 2010
Deb Churchill
Francis Horne
Janel Leatherman
Nick Zorn
Expires 2011
Randall Fogelman
James Haydu
Bruce Nicholas
Paul Steinke
Bryon Rhoades
Ben Vitale
Expires 2012
Betty Allison
Jim Farr
Michael Janis
1.0
Odds Ratios of Significant Factors on Profit Satisfaction
Market Factors
The primary drivers of vendor profit satisfaction are
shown to the right. The odds ratios are interpreted as
the odds of being in a higher satisfaction category
when that factor is increased by one unit. An odds ratio
greater than one implies that the odds of being in a
higher category increase with a higher value of the
variable, while an odds ratio between zero and one
implies that the odds of being in a higher category
decrease when that variable increases. For example,
for each additional year of selling, the odds of being in
a higher satisfaction category are reduced by 10%
(1-0.90).
Elasticities or Marginal Effects of Significant Factors on
Sales per Customer
Vendor
Factors
Over 60 Years Serving
The Produce Industry
AT
2.0
Summary of market, vendor, and customer factors on vendor performance:
Sales experience led to higher sales per customer, but lower satisfaction.
Both sales per customer and vendor satisfaction decreased with number of markets attended.
Vendors selling meats & dairy products were less satisfied, even though sales per customer were lower
for fruit &vegetables, processed food & beverage, and plants & nursery vendors.
Vendors selling more exclusively at FMs tended to be more satisfied, but sold less per customer than
those more diversified.
Vendor satisfaction increased with market size (number of vendors), even though sales per customer
were the same (total sales were higher).
While not affecting customer sales, vendor satisfaction increased with the number of market amenities.
Older markets tended to have lower sales and lower vendor satisfaction.
Markets with more organic vendors had higher vendor satisfaction, even though markets with more noncertified organic vendors had lower average sales.
Markets with management‟s employment status at less than half-time had more satisfied vendors on
average.
Neither average consumer purchase amount nor travel distance affected vendor performance or
satisfaction.
Distinct differences in satisfaction and sales performance across products sold highlights the difficulty for
managers in providing a wide range of products to customers, while maintaining vendor satisfaction.
Overall vendor performance would appear to be enhanced by considering FMs within a broader marketing
strategy, and concentrating on a limited number of larger markets, with higher numbers of amenities, and a
variety of production-based vendors. Finally, growth in new FMs in the region may be having a competitive
effect on established markets, emphasizing the need for effective market advertising and consideration of
new market features or activities to maintain and improve market attendance. A complete study report is
available at http://aem.cornell.edu/outreach/extensionpdf/Cornell_AEM_eb0908.pdf.
“Smart Marketing” is a marketing newsletter for extention publication in local newsletters and for placement
in local media. It reviews elements critical to successful marketing in the food and agricultural industry.
N AT I O N A L A S S O C I AT I O N O F
P R O D U C E M A R K ET M A N A G E R S
64th Annual Conference
March 24-27, 2010
Dallas, Texas
NAPMM Annual Conference 2010
March 24-27, 2010
TENTATIVE SCHEDULE
Wednesday, March 24
Opening Reception
Thursday, March 25
Classroom Workshops
Friday, March 26
Trade Tours
Dallas Farmers Market
Local produce house
Del Monte facility
Cowboys’ Stadium
Sixth Floor Museum
Saturday, March 27
Classroom Workshops
Closing Banquet
GUEST PROGRAM
Thursday—Explore Dallas Arts District
with a tour of the new AT&T Performing
Arts Center; Nasher Sculpture Garden,
Crow Asian Art Museum, and a visit to
the Dallas Arboretum.
Friday—Guests will join the other
attendees for a full day of tours.
Saturday—Dallas World Aquarium and
North Park Mall for shopping.
HOTEL INFORMATION
Sheraton Dallas
400 N Olive Street
Dallas, TX 75201
Please register now for the 64th Annual NAPMM Conference, March 24–27,
2010 in Dallas, Texas. Consistent with member feedback, this year's
conference will begin with the President's Reception on Wednesday evening,
followed by two days of meetings and sessions on Thursday and Saturday,
and tours of the Dallas Farmers Market and other venues on Friday, including
the Sixth Floor Museum and the Dallas Cowboys’ Stadium. Capping off the
day will be the closing banquet in the Sheraton Dallas Hotel's 35th story
dining room. This schedule will allow attendees to travel on Sunday if
necessary.
We have an outstanding conference on tap. The workshop schedule includes
excellent sessions on a wide range of topics essential to successful market
development and management including Greening Your Market, Social Media
as Marketing, The Trend Toward all Things Local, Wholesale and Retail
Roundtable Discussions – and much more. There will be unparalleled
opportunities to network with fellow market professionals and experts from
across the nation.
The Sheraton Dallas is a beautiful, newly-remodeled property that features
over 1800 guest rooms in the heart of the City's arts and financial district.
The hotel is connected to the Plaza of the America, an extensive shopping
and restaurant complex complete with an indoor ice rink. A short walk away
are the Dallas Museum of Fine Arts, the Meyerson Symphony Center and
many of Dallas' most popular attractions. The DART Light Rail Line also
connects the hotel to the City's cultural, entertainment and shopping
districts.
The hotel will honor the conference rate of $139 a night for a single or
double, three days before and after the conference for attendees who would
like to extend their stay.
Reservations (214) 922-8000
Mention organization name
Registration deadline is 3/2/10
Finally, your Dallas hosts have arranged for a great experience in a great
city…a city where you can wear your boots and hat, do some line-dancin’,
and experience the multiculturalism of Texas…oh, and did we mention great
Tex-Mex food?
RATE $139/Night (Plus 15% tax)
General Travel Information
Single/Double/Triple/Quad
(Rate will be available 3 days prior and
3 days after conference dates.)
To register for the conference and
make hotel reservations on online go
to www.napmm.org.
For questions contact:
Janel Leatherman, Dallas Farmers Market
Phone (214) 939-2713
[email protected]
The Dallas/Fort Worth International Airport is approximately 30-40 minutes
from the Sheraton hotel. Taxi fares are approximately $40-50; Shuttle fares
are $18-$20.
There is also Dallas Love Field which Southwest Airlines flies into and is only
10-15 minutes travel time. Taxi fares are approximately $18; Shuttle fares
are $17-$20.
Please look over the 2010 Conference Registration form carefully.
There are changes to registration fees and deadlines.
A refund policy has also been established.
J a nua r y 2 0 1 0
GreenSheet
ANNUAL CONFERENCE
AND
GENERAL MEMBERSHIP MEETING
Hosted by Dallas Farmers Market
March 24-27, 2010
FIRST NAME
LAST NAME
TITLE
MARKET OR COMPANY NAME
STREET ADDRESS
CITY
STATE
ZIP CODE/COUNTRY
PHONE
CELL
WEBSITE
SPOUSE/GUEST NAME
E-MAIL
PLEASE INDICATE WHICH OF THE FOLLOWING EVENTS YOU WILL BE ATTENDING:




President’s Reception—Wednesday (3/24)
 Breakfast—Saturday (3/27)
Breakfast—Thursday (3/25)
 Lunch—Saturday (3/27)
Lunch—Thursday (3/25)
 Banquet—Saturday (3/27)
All Day Tours—Friday (3/26) Includes breakfast, lunch
 Check here if you require Vegetarian meals
MEMBERS
Registration Fee
Before After
3/2/10 3/2/10
$295
$395
__________
$395
$495
__________
Guest Registration $295 $395
__________
NON-MEMBERS
Registration Fee
Saturday Banquet
$ 65 $ 65
TOTAL AMOUNT ENCLOSED
__________
$__________
Members & Non-Members Registration Includes
Opening reception Wednesday evening (3/24), all
workshops, tours on Friday, breakfast and lunch
each day, and closing dinner Saturday evening.
Guest Registration Includes
Opening reception, breakfast each day, tours on
Thursday and Sunday, tours with full group on
Friday, and closing dinner Saturday evening.
REFUND POLICY: Cancellation of registration before 3/2 will result in a 75% refund; cancellation between 3/2
and 3/19 will result in a 50% refund; cancellation after 3/19 no refund will be given due to guarantees to hotel.
Payment must be submitted by check or money
For hotel reservations and information contact:
order, made payable to NAPMM, and must
Sheraton Dallas
accompany the registration. There will be no billing.
400 N Olive Street
(Federal Tax I.D. #59-6563122)
Dallas, TX 75201
Reservations 1-888-627-8191 or 214-922-8000
Send completed registration forms and payment to:
Mention organization name
NAPMM Conference Registration
Reserve online at www.napmm.org
P. O. Box 291284
Columbia, SC 29229
RATE $139/Night. Single/Double (Plus 15% tax)
Rate available 3 days prior and 3 days after
For questions contact:
conference dates. Deadline to secure this special
Janel Leatherman, Dallas Farmers Market
rate is March 2nd.
Phone (214) 939-2713
Early departure fee: $50 if attendee checks out prior
[email protected]
to confirmed checkout date.
NATIONAL ASSOCIATION OF PRODUCE MARKET MANAGERS
2010 Nomination Form
Market Manager of the Year Award
Nomination Deadline: February 28, 2010
Nominee Information
Name of Nominee
Market Nominee Manages
Street Address
Phone
City
State
ZIP Code
E-mail
Is nominee aware of nomination?
Contact Person
Person Submitting Nomination
Street Address
Phone
City
State
E-mail
Cell Phone
ZIP Code
How many years has the nominee managed his or her market?
What is the nominee’s educational background and related job experience?
Is the market managed retail, wholesale or a combination of both?
Who owns the market and who is the manager’s supervisor?
Does the manager have a board of directors or an advisory committee? What is their role?
How many employees does the nominee supervise?
Give examples of capitol improvements that the nominee has managed.
Give examples of any innovative maintenance/repair/safety/technology programs that the manager has
implemented.
Market Manager of the Year Award
2010 Nomination Form
Describe their role as a property manager. How much space do they rent or lease and how is it handled?
Is the market not-for-profit or for profit and how has the manager met financial objectives?
Describe any master or strategic planning efforts at the nominee’s market and the resulting impacts.
Give examples of how the applicant markets or promotes their facility and what percentage of their budget goes
toward marketing?
How would you describe the manager’s relationship with his/her employees and tenants on the market?
How long has this manager been a member of NAPMM and what role have they served?
Please list or describe any other accomplishments.
Awards and honors:
Organizations and offices held:
In summary, why should this manager be considered for the prestigious Market Manager of the Year Award?
PLEASE SUBMIT FORM TO:
NAPMM
Market Manager of the Year
PO Box 291284  Columbia, SC 29229