11-2SG Five Corners Farmers’ Market
Grant Round:
2011 September
Grant Program:
Small Grants
Grant Type:
Other Grants
Grant amount requested:
2,500.00
Grant amount awarded:
$1,500.00
Attachments
Please provide a brief description of the project for which you seek funding.
The Five Corners Farmers Market (5CFM) Winter Sustainability Series is an initiative of the Board of Directors and planning committees of the nonprofit farmers market in Essex Junction, Vermont, which is now operating in its second year. This volunteer-driven market emerged from the 2009-2010 Railroad Avenue Revitalization Project, a community response to the growing need to rejuvenate neglected areas of downtown Essex Junction, draw business interest to the area, and provide new community-building opportunities. During an early 2010 public forum, residents agreed that a downtown farmers market would be an ideal venue for drawing community members together, supporting the local economy, and exchanging information on sustainable agriculture and food systems (a topic of shared interest but little history of action in Essex). Building upon a successful maiden season, volunteers felt a strong need to carry the markets messages and mission throughout the winter months. In Fall 2010, the Winter Sustainability Series was created to meet this need and consisted of monthly educational, interactive community events including a book reading and discussion, film showing, guest speaker, and cooking demonstration (see poster attachment). In keeping with the markets accessible location, the events, all free to attend, were held at rotating central community locations to take advantage of the Villages walkability. With overwhelming community support and a captive audience built over the past year, market volunteers are well-positioned to present a second round of events to further engage and educate community members about sustainable practices in food production, smart consumerism, environmental awareness, and helpful skills for the home. Specific events for the upcoming winter series will include film and book discussions, guest speakers (see budget for details), and cooking demonstrations called "Grow Your Own Winter Salad" and "Making Simple Cheese at Home." While elements of fun and entertainment will continue, this series will also help to stimulate creative thinking about methods to address environmental and economic issues at the local level. In addition, it will increase support of the farmers market during its pivotal second year, helping to solidify a strong community presence and building capacity for future advocacy and activity beyond the borders of Essex.
Project Summary
The Market received a grant in 2011 to support the Winter Sustainability Series and further engage and educate community members about sustainable practices in food production, smart consumerism, environmental awareness, and helpful skills for the home. Specific events for the upcoming winter series will include film and book discussions, guest speakers, and cooking demonstrations called "Grow Your Own Winter Salad" and "Making Simple Cheese at Home."
Primary Issue Area:
Food
Please break-down/categorize the program expenses:
| Proposed Item | Estimated $ Amount | Would grant funds be used for this item? | Type Of Expense |
|---|---|---|---|
| Market manager weekly stipend (20-week seasonal market only) | $2,000.00 | Materials | |
| Marketing/advertising budget (20-week seasonal market only) | $3,500.00 | Materials | |
| Infrastructure items for 2011 market - signage, picnic tables, recycling bins | $2,000.00 | Materials | |
| Annual administrative costs - print/copy, postage, PO Box fees, manager supplies | $500.00 | Materials | |
| Market coupons for senior citizens and food pantry families | $600.00 | Materials | |
| Market site insurance | $300.00 | Materials | |
| Annual website fees and maintenance | $200.00 | Materials | |
| Volunteer thank you gifts | $500.00 | Materials | |
| Film license for WSS public showing (i.e. Food Matters or Forks Over Knives) | $100.00 | Yes | Materials |
| Print media advertising for WSS (newspaper ads, poster printing) | $500.00 | Yes | Materials |
| Web-based marketing for WSS (social media, e-mail ads and newsletters) | $800.00 | Yes | Materials |
| WSS guest speaker(s) fee/stipend (i.e. Bill McKibben, Tom Stearns) | $300.00 | Yes | Materials |
| Chef stipend for 2 WSS cooking demos | $150.00 | Yes | Materials |
| WSS food costs (local ingredients for 2 cooking demos; small refreshments for 4 events) | $550.00 | Yes | Materials |
| Group book purchase for WSS reading and discussion (TBD) | $100.00 | Yes | Materials |
Whom does your group need to make this project happen?
Please explain how your group will engage members from your community in this project.
Members of the Five Corners Farmers Market Events Committee, in conjunction with the Marketing Committee, will work closely to build upon the promotion strategies used since 2010 that enabled the success of the market in its first year. Relying largely on pro bono guidance from marketing professional Nicole Fenton of Flavor Communications, volunteers will utilize print, web, and social media outlets to advertise the monthly series events. E-mail updates will be sent to participants from previous events as well as subscribers of a variety of local e-newsletters (two newspaper-based and one through the community coalition Essex CHIPS (Community Helping to Inspire People to Succeed). In addition to regular newspaper ads in the Essex Reporter, detailed event postings will be made on 5CFM and other community agencies facebook pages, websites, and on Front Porch Forum, a neighborhood-based internet networking tool. Posters will be hung in high-volume community locations, and as always, the broad farmers market community will draw in participants via personal connections and word-of-mouth invitations. To maintain personal involvement, event participants will be invited to join the markets e-mail list as well as attend Board of Directors meetings, which are open to the public.
If your group receives a NEGEF Grow grant, how do you plan to pay for remaining expenses?
| $ Amount | Source |
|---|---|
| $1,115.00 | 2011 NOFA-VT Farmers Market Mini Grant |
| $1,000.00 | 2011 Vermont Farmers Market EBT/Debit Card Project Grant |
| $1,936.00 | 2011 NOFA-VT Farmers Market Infrastructure Grant |
| $800.00 | Market revenue - logo bags, weekly raffle (estimated projection) |
| $5,600.00 | 2011 vendor fees |
| $2,000.00 | Village of Essex Junction economic development funds |
| $500.00 | Localicious Dinner Fundraiser (estimated projection) |
Please list these materials or services
| $ Amount | Item |
|---|---|
| $14,000.00 | Annual Board volunteer hours (5 members estimated at 12hrs/month) |
| $28,800.00 | Market volunteer hours (estimated 120hrs/month) |
| $400.00 | Business contribution: weekly trash/recycling removal |
Please describe what changes will occur in your community and its environment when your group's project is successful.
Our community and environment will experience both short-term changes following this years Winter Sustainability Series and long-term impacts after the series is further integrated into the structure of annual community events. Those who attend at least one event will come away with knowledge and skills according to the course they attend, with subjects ranging from food preparation skills to small-scale composting to local living practices, as well as the opportunity to meet and network with fellow community members. Participants who attend events regularly will experience a level of intellectual stimulation, skill-building, and rich conversation that will ideally inform changes in their daily habits and lifestyles. As one or more Five Corners Farmers Market (5CFM) Board members will attend each event, series participants will be able to connect directly to the market community, learn about its structure and function, and sign up for volunteer opportunities. The 5CFM Events Committee also envisions more large-scale changes as a result of the series being implemented as a continual complement to the consumer market. As messages regarding the importance of sourcing food and goods locally expand to include the general notion of living locally, individuals and families will adopt new habits, and ideas will become further engrained into the community, resulting in a shift in local thinking and culture over time. The Five Corners intersection, notorious for its traffic congestion and long idling times, will see a reduction in vehicle flow as more Essex residents rely on home and neighborhood production methods as well as walking and biking to the farmers market and other local places of business. As the Localvore mentality continues to spread, more farmers and entrepreneurs may see Essex as a viable location for business, thus further enabling community members to source food and products in a reliable, safe, environmentally-conscious manner.
Please list how many people in your community your group expects to actively engage in this project.
125
What relevant skills does the group need (but does not currently have access to) to help move the initiative forward?
Skills that, if acquired by members of this group, would promote the success of the Winter Sustainability Series (WSS) are related to group dynamics and event planning. While Marketing Committee efforts have been strong and consistent, the larger volunteer group could benefit from trainings that include basic community outreach and public relations strategies for non-profit groups. This would assist Board and committee members in reaching small and/or disparate populations with social marketing messages and event invitations. In addition, some members wish to learn more community event planning strategies for the WSS (as well as other on- and off-site market events). Finally, as the group faces the challenge of operating in a more formalized Board structure with supporting committees (a transition from last years large, unstructured volunteer group) there is a great need for professional guidance related to group management and communication. Trainings or resources on the topics of meeting facilitation, Board structure and function, and non-profit sustainability would be highly beneficial for this group.
What relevant skills do current members of the group have to help move the initiative forward?
The Five Corners Farmers Market Board and committees are composed of volunteers from a variety of professional backgrounds with a wide array of personal interests. The skills most relevant to this initiative that they possess are due largely to their respective occupations, which include community wellness coordinator, marketing agency owner, professional chef, and local government representative. Skills of the eight volunteers who will be most directly involved are in the categories of marketing and public relations, professional food preparation, non-profit and co-operative management, event and training coordination, fundraising, and community connections and support. Nearly all supporting volunteers are well-connected residents of the Town of Essex and can often obtain professional assistance with side projects, i.e. those requiring graphic design, legal advice, and use of local venues.