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HomeMy WebLinkAboutAgenda Report - March 17, 1982 (33)Z H 7- �Z�3 Ru STOCKTON FARM- RS 'DarVt and Recreation Director De Benedetti reported MARKET ASSOCIATION to the City Council that he had been approached by the St--.ki,3n Farmers Market Association indicating that a group of Interested farmers would like to get a farmers market location in Lodi. Their needs and requests are as follows: 1. They have looked at and want Lawrence Park as a location Z Use of parking on streets, as well as parking lots. adjacent to the Park on Washington and Lockeford and Stockton and Lockeford Streets. as well as the parking at Armory Park and the Stadium. 3. Use of restrooms at Lawrence Park and additional trash bins. 4. --trmission to park trucks on Lawrence Park proper along Lockeford Street on park property ....... . . . . . and. depending on their needs, in other areas ofthe park. other particulars: 1. They are non-profit Z. They charge the vendor $10.00 per day. The. money is used to pay their expenses plus two paid staff. 3. The day requested is each T%ursday from 6:00 a.m. to 1:00 p.m. year-round or as long as weather permits. 4. The organization will furnish insurance up to $1.000.000 naming the City as additional insured. S. They will take care of cleanup to our satisfaction. 6. They will have concession privileges, with the City receiving 10116 of gross. 7. A rental fee per se was not really discussed. At present this organization has three markets going in Stockton. Manteca and Tracy. If I am correct. Stockton and Manteca are located on State property and t' ey pay $1. 00 a -nonth. In Tr-.%cy they use a portion of a Ciky park and a portion of a blocked -off street fez $1.00 per month. 9. They will get a business license and have agreed to. along with cleanup, furnish the City funds to purchase fertilizer to fertilize the area two times each year, plus cover any unforeseen damages. 9. it was agreed that if ,:!curity is needed they would provide same. Council discussion followed with questions being o directed to Staff. CITY COUNCIL JAWS A SUCARTY. Mavov ROM RI G MURPHY. Mayor Pro Tem RICHARD l HUt;HIS VY At 71 KATNICH IAMI % "- PINK RION. it 0 CITY OF LODI (IIY HAIL. 2:1 WI SI PINI SIR1I I POS 1 Of I It I BOX 12o LODI. CALIFORNIA 95241 (2091.1.14-56-14 March 17, 1982 Ms. Holly Pyle Assistant Market Manager Stockton Farmers' Market Association 405 E. Lindsay Street Stockton, CA 95202 Dear Ms. Pyle: HENRY A GIAVIS. Ir City Manaxec AIICI •M RIIMCHI Crty Clerk RONAI D M S T I IN t rty Attornev This letter is official confirmation of the actions of the Lodi City Council at its regular meeting of March 17, 1982 whereby the Council authorized the use of Lawrence Park (which park is bounded by Lockeford Street, Stadium Drive, and Washington Street in the City of Lodi) each Thursday from 6:0.0 a.m. to 1:00 p.m. year -around, or as long as weather permits, for a Farmers' Market under the following conditions: 1) Rental for the use of Lawrence Park as heretofore set forth will be $1.00 per month. 2) The City of Lodi will allow on -street parking, in addition tc: parking in lots adjacent to the park on Washington Street, Lockeford Street, and Stockton Street, as well as the parking at Armory Park and the stadium. 3) The City of Lodi will allow for the parking of trucks inside the park area. 4) The City of Lodi will allow the use of the restroom facilities at Lawrence Park. 5) The City will provide additional trash bins at the site. The number of bins is to ba mutualiy agreed upon by the City and the Stockton Farmers' Market Association. Page 2 �~ 6) The Stockton Farmers' Market Association agrees to operate in the City of Lodi at Lawrence Park at a non-profit status. 7) The Stockton Farmers' Market Association, while operating in the City of Lodi, agrees to charge vendors at a rate of $10.00 per day, which fee is to be used for operational expenses. 8) The Stockton Farmers' Market Association agrees to provide for adequate cleanup, as determined by the City, of Lawrence Park during this operation. 9) The Stockton Farmers' Market Association agrees that the City of Lodi is to receive 10% of the gross receipts if food concession are operated in conjunction with the normal Farmers' Market operation. (By food concession this meaning relates to soft drinks, hot dogs, etc. --No beer without Council authorization.) 10) The Stockton Farmers' Market Association agrees to obtain the necessary business license pursuant to Chapter 12 of the City Code of the City of Lodi. 11) The Stockton Farmers' Market Association agrees t3 provide adequate security if the need arises. The need will be determined by the City of Lodi. 12) The Stockton Farmers' Market Association agrees to purchase fertilizer and to fertilize the grounds at Lawrence Park twice each year and to make all necessary repairs for unforseen damages caused by this operation. 13) The Stockton Farmers' Market Association agrees to indemnify and hold the City of Lodi, its officers, agents and employees harmless for and defend against any and all claims and liabilities arising from damages or injury to persons and property during this operation. The City of Lodi shall be named as an additional insured on Lessee's comprehensive liability policy and a certificate evidencing the same shall he filed with the City Clerk of the City of Lodi in the following amounts: Page 3 ' a) Bodily injuries or death in the amount of $1,000,000 for one person b) $1,000,000 for one occurrence c) $50,000 for property damage The term of this agreement shall be for one year and this agreement will expire on April 1, 1983. We would ask that you indicate your acceptance of the terms of this agreement below and that this letter agreement will not become effective until it has been executed by representatives of the Stockton Farmers' Market Association and the City of Lodi. Should you have any questions regarding this matter, please do not hesitate to call this office. Very truly yours, ACCEPTED: by STOCK Date : /// / (, Alice M. Reimche City Clerk FARMERS' MARKET ASSOCIATION tit*� Attest: CITY OF LODI JAMES A. McCARTY MAYOR ALICE M. REIMCHE CITY CLERK CITY COUNCIL IAM[ S A McC ARTY. Mayor ROBE R T G MURPHY. Mayor Pro Tem RICHARD L HUGHES WAITER KATNICH IAMES W PINKERTON. If W CITY OF LODI ;_tTY HALL 221 WEST Pint SIREtT POS T 011 IC 1 1T0`. 120 LODI. CALIFORNIA 95241 (209) 334-5634 March 17, 1982 Ms. Holly Pyle Assistant Market Manager Stockton Farmers' Market Association 405 E. Lindsay Street Stockton, CA 95202 Dear Ms. Pyle: HENRY A GL JIVES. Ir City Manager At ICE M RE I MCHE City CIPA RONAtD M STI IN City Attorney This letter is official confirmation of the actions of the Lodi City Council at its regular meeting of March 17, 1982 whereby the Council authorized the use of Lawrence Park (which park is bounded by Lockeford Street, Stadium Drive, and Washington Street in the City of Lodi) each Thursday from 6:00 a.m. to 1:00 p.m. year -around, or as long as weather permits, for a Farmers' Market under the following conditions: 1) Rental for the use of Lawrence Park as heretofore set forth will be $1.00 per month. 2) The City of Lodi will allow on -street parking, in addition to parking in lots adjacent to the park on Washington Street, Lockeford Street, and Stockton Street, as well as the parking at Armory Park and the stadium. 3) The City of Lodi will allow for the parking of trucks inside the park area. 4) The City of Lodi will allow the use of the restroom facilities at Lawrence Park. 5) The City will provide additional trash bins at the site. The number of bins is to be mutually agreed upon by the City and the Stockton Farmers' Market Association. Page 2 �1 6) The Stockton Farmers' Market Association agrees to operate in the City of Lodi at Lawrence Park at a non-profit status. 7) The Stockton Farmers' Market Association, while operating in the City of Lodi, agrees to charge vendors at a rate of $10.00 per day, which fee is to be used for operational expenses. 8) The Stockton Farmers' Market Association agrees to provide for adequate cleanup, as determined by the City, of Lawrence Park during this operation. 9) The Stockton Farmers' Market At.,.-ociation agrees that the City of Lodi is to receive 10% of the gross receipts of this operation, which amount is to be paid to the City of Lodi Finance Department on the first day of each month. 10) The Stockton Farmers' Market Association agrees to obtain the necessary business license pursuant to Chapter 12 of the City Code of the City of Lodi. 11) The Stockton Farmers' Market Association agrees to provide adequate security as determined by the City of Lodi for this operation. 12) The Stockton Farmers' Market Association agrees to purchase fertilizer and to fertilize the grounds at Lawrence Park twice each year and to make all necessary repairs for unforseen damages caused by this operation. 13) The Stockton Farmers' Market Association agrees to indemnify and hold the City of Lodi, its officers, agents and employees harmless for and defend against any and all claims and liabilities arising from damages or injury to persons and property during this operation. The City of Lodi shall be named as an additional insured on Lessee's comprehensive liability policy and a certificate evidencing the same shall be filed with the City Clerk of the City of Lodi in the following amounts: a) Bodily injuries or death in the amount of $1,000,000 for one person b) $1,000,000 for one occurrence c) $1,000,000 for property damage Page 3 The term of this agreement shall be for one year and this agreement will expire on April 1, 1983. We would ask that you indicate your acceptance of the terms of this agreement below and that this letter agreement will not become effective until it has been executed by representative's of the Stockton Farmers' harket Association and the City of Lodi. Should you have any questions regarding this matter, please do not hesitate to call this office. ACCEPTED: by Date: Very truly yours, Alice M. Reimche City Clerk STOCKTON FARMERS' MARKET ASSOCIATION CITY OF LODI JAMES A. McCARTY MAYOR Attest: ALICE M. REIMCHE CITY CLERK RESOLUTION NO. 82-28 RESOLUTION AUTHORIZING THE USE OF LAWRENCE PARK BY THE STOCKTON FARMERS' MARKET ASSOCIATION FOR A FARMERS' MARKET TO BE HELD EACH THURSDAY FROM 6:00 A.M. TO 1:00 P.M., WEATHER PERMITTING RESOLVED that the City Council of the City of Lodi does hereby authorize the use of Lawrence P"rk by the Stockton Farmers' Market Association for a farmers' market to be held each Thursday from 6:00 a.m. to 1:00 p.m., weather permitting, pursuant to the terms and conditions set forth in letter agreement attached hereto, marked Exhibit "A", and thereby made a part hereof. BE IT FURTHER RESOLVED that the Mayor and City Clerk are hereby authorized to execute the subect letter agreement on behalf of the City. Dated: March 17, 1982 I hereby certify that Resolution No. 82-28 was passed and adopted by the City Council of the City of Lodi in a regular meeting held March 17, 1982 by the following vote Ayes: Councilmen - Hughes, Murphy, Pinkerton, Katnich and McCarty Noes: Councilmen - None Absent: Councilmen - None Q" -vA- fi&oe4, ALICE M. RE MCHE City Clerk a E to M E M O R A N D U M TO: Henry Glaves, Jr., City Manager FROM: Ed DeBenedetti, Director, Recreation and Parks SUBJECT: Farmers Market DATE: March 12, 1982 I recently met with Cecil Bonzo, President, and Indu Singh Batth, Manager, of a group of interested farmers who would like to get a farmers' market location in Lodi. Their needs and requests are as follows: 1. They have looked at and want Lawrence Park as a location. 2. Use of parking on streets, as well as parking lots, adjacent to the park on Washington and Lockeford and Stockton and Lockeford streets, as well as the parking at Armory Park and the Stadium. 3. Use of restrooms at Lawrence Park and additional trash bins. 4. Permission to park trucks on Lawrence Park proper along Lockeford Street on park property and, depending on their needs, in other areas of the park. Other particulars: 1. They are non-profit. 2. They charge the vendor $10.00 per day. The money is used to pay their expenses plus two paid staff. 3. The day requested is each Thursday from 6:00 a.m. to 1 p.m. year-round or as long as weather permits. 4. The organization will furnish insurance up to $1,000,000, naming the amity as additional insured. 5. They will take care of cleanup to our satisfaction. 6. They will have.Goncession privileges, with the City receiving_ 108 of. gross. 7. A rental fee per se was not really discussed. At present this organization has three markets going in Stockton, Manteca and Tracy. If I am correct, Stockton and Manteca are located on state property and they pay $1.00 a month. In Tracy they use a portion of a City park and a portion of a blocked -off street for $1.00 per month. Henry Glaves, Jr. -2- March 12, 1982 8. They will get a business license and have agreed to, along with cleanup, furnish the City funds to purchase fertilizer to fertilize the area two times each year, plus cover any unforeseen damages. 9. It was agreed that if security is needed they would provide same. Regarding the use of the park, I cannot see any real conflicts or problems. I am sure that there are still some details to discuss. The group would appreciate an answer as soon as possible. M STOCKTON FARMERS MARKET ASSOC/►ON 405 E. Undsw Strut Stockton, Cslifomis 95202 • \ 120914854285 CI=L. P. •ON= MACK WARN[R F MA OPCWT MANA~ March 12. 1982 Alice Reimche Lodi City Clerks Office 221 W. Pine St. Lodi, Ca. 95240 Dear Ms. Reimch,&, A committee of Lodi citizens has been formed from the community who wish to have a farmers market in Lodi one day a week. This Lodi committee has contacted our Association, The Stockton Farmers Market and asked that we help with the planning and running of a market. We have received Certification from the Dept. of Aqriculture and obtained the other necessary permits. We also need a Lodi Business license to operate. It has been brought to our attention that we need to appear before the Lodi Planning Board.. Please put us on the agenda of the next board meeting. If you have any further questions please do not hesitate to call (209) 943-1830 or write us. We will be glad to help in anyway. Please let vs know the date and ti,se. Thank you in advance for your kind attention. Sincerely, ;U1i �_� C •f: c'F_ Holly Pyle Assistant Market Manger MAR 15 1982 • lei Atol iI11:IIVAIdO.k-I�`A/ 1:1:1=INFAI[• WE ARE HAPPY TO PRESENT THE ANNUAL. REPORT FOR 1981 COVERING THE ACTIVITIES OF THE FOUR CERTIFIED FARMERS MAPKETS OPERATED THIS PAST YEAR BY THE STOCKTON FARMERS MARKET ASSOCIATION. WE TRUST THAT YOU WILL READ THIS WITH THE SAME DEGREE OF PRIDE AND ENTHUSIASM! WE HAVE FELT IN GUIDING THE WORK OF THE ASSOCATION AS YOUR BOARD OF DIRECTORS. STAFF AND CONSULTING PERSONNEL THROUGHOUT THE PAST YEAR. 1 Year Term: Cecil P. Bono, St., Lathrop Ted Alves, French Camp Aaron Devencenzt, Stockton 0111co s Cecil P. Bono. Sr., President Louie Solari. Vice Pmaident Marie Barbagek ta, Secretary Lois BillWnelm. Treasurer Board Msrebets 2 Year Term. Louie Solari, Unden Mare Barbagsiata, Unden Don Aoyama, Lodi 3 Yoar Tenn: Lola Billigrneet, Unden John Solari. Stockton Robert Agdoma Manteca Stan Mack WarnW. Market Manager Kathi Emry, Market Assistant Segranetta Moore, Bookkespsr d Offke Manager Corton tp Pstsminal Cheryl Lewin. PuW1c Relations b Promotion Stockton Fanners Market Association 405 E Lindsay, Stockton, CA 952()2 Adnawwelbernent This report was prepand by Mack Wemer and Choryl Ls,wis r•� IN RETROSPECT The Market Managers Report 1981 was a year of remarkable progress. A quick look at the tables and graphs in this annual report will tell the story in graphic terms. We grew in every pos- sible way. in total membership, in the number of sellers and consumers coming each week, in total pounds ofproduce offered and sold, in total dollars grossed, in ;y the number of markets we sponsored and in our income as an Association. l know you will read the story of `aour success with the same AMINO waw «abt, oft -b sow Cbo�trn� G.Mo+�seo.Nw, wlw. M.n..w�.s .swa owaMa+, u y degree of excitement we w„�.«f tir,05 ~ ��PhWo felt in preparing this report. When I - egan contacting some of you way back in the earl) part of 1979 as the director of the Rural Economic Atter- natives Project (REAP) of the American Friends Service committee, none of us had any idea that the response to direct marketing would be of the magnitude we have experienced. Naturally, we wonder why, so let's take a look at some possible reasons. The key factor, in my opinion, has been the high quality, immense variety and fair prices of your produce. In other words, you, the growers (and the products you sell) have been the stars of our "show" each market day. In addition, you have given enthusiastic backing and support for the Association itself that operates our markets. Once we had progressed beyond our initial doubt that this whole effort would really take off, we have gathered strength week by week until today we stand as one of the most vigorous market associations in the state. But let's not forget the other half of the equation — the customers themselves and the communities in which our markets are located. Naturally they come because of value received for their food dollp•s, but beyond that are other important reasons why hundreds. even thousands, return each week, rain or shine, to our markets: to have direct contact with the farmers who produce the food and all which that represents in the way of direct marketing, to experience the sights and sounds of a bustling market, to learn more about the unusual and exotic food on display at so many of your stands, to enjoy the special events we sponsor. And to keep all this happening is the quiet, often unrecognized support of key community people like F: in Costa and the merchants committee of downtown Tracy, like Ken Moore of the Manteca First Christian Church who was largely responsible for organizing the market in his city, and like many others who have joined "Friends of the Market" groups in each place and offered their volunteer support so many times. Another reason contributing to our achievements has been the dedication of the team that makes up our staff and consulting personnel. Need I mention our debt to Cheryl Lewis as public relations specialist whose creative skills in the areas of promotion and special events are attracting attention far and wide? Or to Segranetta Moore who handles our funds with unquestioned integrity as well as the general office work so essential to every organization? Or to Kathi Emry who served as market assistant for a year and contributed much toward the successful launching of our new markets as well as sustaining our old ones (and also to her sister, Colleen, who sharpened up our accounting system in a crash course last summer)? Thanks to all of them as well as to Alfredo Orosco who helped us set up and clean up each Satur- day at the Stockton market, and to Cecil Bonzo, Jr., George Oueener and others who stepped in and helped out time and again when we were short handed. But these do not tell the whole story, either. Central to the success of our endeavors have been the quality of leader- ship, the dedication and commitment of our board of directors. The time, energy and even out-of-pocket expenses they have invested in this ente-prise cannot be measured. Let me site just one example. Each year we gather for our Thanks- giving Party — and last year for our Annual Meeting as well — at the packing shed generously provided by Marie and John Paul darbagelata of Linden. How can we assess what this has done for the morale and sense of unity of our Asso- ciation? As we read this report, let's not forget the contribution the board makes to our success. Hats off to all of them! Many organizations, agencies and individuals have helped us in various ways get where we are today. So many, in fact, that it would be difficult even to catalogue them — especially those who helped us get started In the beginning — like the CRLA (California Rural Legal Assistance), for instance, or the good people at Western Social Services who operate the Emergency Food Bank. Then, as well as now, the Direct Marketing Program had been a consistent resource and ally, and the County Agricultural Commissioner's Office has strengthened our hand many times as we seek to enforce the regulations under which we operate. THE PRESIDENT'S MESSAGE As each of you receives this year's annual report, the Stockton Farmers Market Association will be ready to start its fourth year of operation. I sincerely hope it will be another banner year. Before sitting down to write. I reviewed the message I prepared for the annual report of 1980 which outlined the growth and expan- sion we made last year. In this report of 1981 our Association again showed vigorous growth and further expansion, as you will note from the graphs, tables and financial report contained herein. I would only like to mention that gross sales by our members totalled over $610,000 in 1981 as compared to about $340.000 in 1980! This is a growth of 80%. 1 would also like to point out that our members received over $113,000 in food stamps last year as payment for our farm products.. In 1980 the total for food stamps was $25,000. Obviously our Association is growing, and along with this growth there is a parallel increase in the costs of conducting your business through direct marketing at our certified farmers markets. Your board of directors has projected expenses for 1982 at over $49,000. At our annual meeting this year, you will all have an opportunity to review this budget and share your comments. In a departure from last year's message, I would like to look ahead and rha � share with you some ideas on why we have vis i Le m Pt Bauo snr�a kprr« ma.wnt a M (ra Rornns N Sron ron FAA Pe R Y Y cnA.,n u,..�K �»o had such success, how we can continue this trend, and how we can best serve those we are working for — our customers. In contrast to the generally gloomy condition of the nation's economy, we are experiencing excellent results in our farmers markets. Food is a basic human need and unlike housing, clothing or entertainment, food expenditures cannot be put off for more than a few days. We know that we are highly competitive with other outlets for food. We also know that most of out customers are repeat customers and that they are obviously "well satisfied" with the products and services we offer. In order to succeed and continue to grow in the future. we need to maintain and improve our service and relationship with our customer's. As an Association of growers involved in operating certified farmers markets we need to do the following: 1. Offer quality products 2. Offer fair prices 3. Observe the direct marketing rules, as well as the concept of r+irect marketing. 4. Provide sufficient staff to accomplish the above, with adequate salaries and benefits to be competitive with area employees. 5. Recognize the social, economic and ethnic background of our customers and make special efforts to meet their needs. In respect to item Ifs above, I wish to point out that a substantial number of our patrons are southeast Asian refugees, and that we now have two small farmer members from Vietnam selling at the Stockton Saturday Market. We will surely see more in the future. The major source of food stamp spending (20% of our total gross sales in 1981) is also from the refugees. We need to recognize this, regardless of our individual feelings about this type of social program and government policy. To focus more on what our customers want and pay less attention to what we perceive as our own personal needs and desires is an important goa! for the coming year. As with any organization of this size there are occasional complaints about how things are done. To be specific, the market staff and management have been subjected to various criticisms regarding stall assignments, traffic and customer flow, various alleged misconduct by fellow members, etc., These and other problems. however, are relatively minor in nature and together we can work them out. You are always welcome to attend meetings of the board of directors to discuss any problems or needs you feel regarding direct marketing. As you know, we lost Kathi Emry, our market assistant, some months ago. Recently we have spent several weeks in a recruiting program to find a well qualified person and after reviewing 20 applications and doing several interviews, we finally hired Holly Pyle as our new staff person for this position. We welcome Holly and look forward to her help in the coming year. In closing. I see a continuing interest in farmer's markets and direct marketing. I forecast more growth for our markets and for all of our members. This growth will be a result of our continuing interest in our customers' needs and the progressive attitude of our staff and board. As we end one marketing year and start another, I wish all of you continued success in your direct marketing endeavors. Cecil P. Bonzo. Sr., President t.�,,,,) MANTECACERTIFIED FARMERS MARKET ftfofiK The bulk of the following story was written by the Pwmrew Kenneth .; AfoorA Pastor of the Manteca First Christian Church and a "committee of one" to organize a market in his city. We present this es an excellent case .,,study of how a local community AWresentatNe and our market association worked together to establish anew certified farmer's market. We congratu- late Kenneth Moore on the exceptional service he has rondered with to his community and to the farmers who sold at the Manteca Market. The City of Manteca enthusiastically supported the coming of a certified fanners market to the community in the summer of 1981. Very early, MayorTrena Kelley was an important contact in preparing the way for final city approval. Before a proposal was made to the City Council the following organtta►tions and agencies were contacted. Char nber of Commerce and Mints Association — to intocm grocery store owners about the impact of a farmers market on their food sales (markets often have an overall favorable effect on their stores). CRy Plami tp Dspartrrt d — to consider various locations, before settling oft Lftary Park as the best site. Pubk Works — to gain their approval of the site recommended by City Planning and to receive other advice. rr„ ft„ $AM,mr,,,,v _ ..o,,, NMO Of Oft" "Was park Daparmlem — to fill out a "use form" permitting a market in Library Park and to discuss the impact of the market on that facility. Potts Deparbnord and Fire D[partrrlent — for their technical evaluation of the market as it would affect their functioning. In the meantime a petition was circulated with the heading, "I Want a Certified Farmers Market in Manteca." Support was also received from the Kiwanis Club and the Manteca Ministerial Association. The news media were contacted and agreed to do feature stories on the market and the city librarian was most helpful in offering access to the restrooms in the library for the farmers to use. With this ground work completed, the proposal was submitted to the City Council. An excellent slide show issued by the Direct Marketing Program of the Department of Food and Agriculture was presented by Mack Warner of the Stockton Farmers Market Association to the Council as a means to inform them about the benefits certified farmers markets have had on similar communities across the state. After some discussions concerning the day of the market, the City Council voted their unanimous support. Throughout all this preparation regular communication was maintained with the Market Manager, Mack Warner, cid board of directors oft Stockton Farmers Market Association. Their role was to provide technical information as need ed, recruit the farmers, obtain the necessary health permit, business license and direct marketing certificate, provide funds for advertising and promotion and join in the presentation to the City Council. After. the opening date for the market was set, handbills were printed and distributed throughout the cornmunities of Lathrop and Manteca Advertising was purchased in local newspapers and a public service announcement was made available to the local radio station. After much planning and preparation, the Manteca Farmers Market opened on Tuesday morning, June 16, 1981. Kenneth W. Moore, Chairman Friends of the Manteca Market To continue the "success story' begun by Ken Moore, the Manteca Farmers Market was open through the summer. closing on October 27 after 20 weeks of operation under the management of the Stockton Farmers Market Association. As with the Other markets sponsored by Of organization. good farmers, groat produce and experienced management make up a combination of factors that help insure success. Kath Emry, Market Assistant. brought management expertise to the market every Tuesday morning throughout the growing season and was jdned by Cheryl Lewis, Public Relations consultant from the Stockton Farmers Market Association to plan several special events that generated timely media coverage. Cheryl worked closely with community support people such as Ken Moore in planning these events. The first week of August was a special one for area Farmers Markets. On August 4. during the height of the peach season, market shoppers learned first hand the mora traditional mothods of canning, fteadng and drying peaches and other fruits. Manteca -hoppers responded enthustasticatly to Nancy Warner, of Acampo. who also demonstrated the newer techniques Of solar food preservation. In addition, Nancy shared information. Including assembly plans, on how to constrict home solar dryers. Our first Manteca Farmer's Market harvest Festival was Tuesday. October 8. Festival activities included a pumpkin caning contest and apple dunk- ing as well as free produce drawings held throughout the morning. Our warm thanks to members of the Manteca senior Citizen's Kftdwn Hand who provided us with lively music throughout the morning. it was really heartwarming to see farmers and market goers, young and old alike, singing and danckg to many favorit9 old tunes while they shopped for fresh produce. We were also fortunate to have Ida ANes, wife of local yam farmer, Ted Alves, do a Partuornee Ore" soup cooking demonstration which featured fresh market greens. The soup was not only tasty but nutritious and Inexpensive as well. All in all, a memorable harvest day morning with just the slightest hint of Autumn crispness in the air! Mack Warner and Cheryl Lewis MANTECA CERTIFIED FARMERS MARKET SUMMARY REPORT 1981 Average Total Year No. of Total Tons Total Dollars Farmers Tons Sold Offered Groes Per week 1901 15 134 75 t 34,390.21 Young market goer at Stockton Saturday farmers Market Cheryl Lewis Photo Recently I have done a "cost -benefit" analysis of some of the services that have come our way at little or no cost to our Association. 1 am thinking of the office and meeting room space pr,NkW by the First Christian Church of Stockton at a fraction of the rent we would nor- mally have to pay. Or the Community Council of Stockton which made avail- able to REAP several CETA workers under their contract with the City's "ETOD" and who were then assigned to work at our markets. Or the AFSC itself which funds REAP and thus makes my own time available to the Assoclatlom When i estimated the value of these administrative and staff services and compared the actual cost paid by the Association, I was amazed to find that we came out about $40,000 ahead of the game over the past three years! To sum it all up, we as a farmers market association can feel justifiably proud of our own part in the story of our success, but let's never forget the enor- mous amount of help that has come our way, much of which we, as an Assoclation, have not had to pay for. As you know, I have tendered my resignation to the board of directors as your market manager. in my letter to all of you in December I outlined the reasons for this decision: to devote more time to helping the marketing co-op through some difficult months ahead until it, too, is able to stand on its own feet; then, to explore other ways (with your help) to make smaller scale farming more viable in this part of the Central Valley. Even though i will be letting go of the day -today management function of our various markets, i want to keep in close touch with you as individual growers, and as an association. so that, together, we can plow new ground in rural economic alternatives. i feel sure that this will be a time of growth under new staff leader- ship for the Association and an exciting challenge for us all as we continue to work together for the common good. Mack Warner, Market Manager TRACY CERTIFIED FAkMERS MARKET NOW The following report was prepared by Fran Costs of the Downtown Improvement District. the bast sponsor of the Tracy Certified Farmers Market. The table below will show the splendid growth expen- encaed by this market in its third year of operation, much of wAich can be attributed to excelbot support given by Asolership tram the Tracy community (including Fran Costa, of course!► This was my first experience with the Tracy Certified Farmers Market, and it was � most interesting to see all the great produce brought in by the farmers. They { } always had some wonderful buys, very fresh, good quality and in abundant supply. :r The first task we faced at the beginning of the market's third season was to re -- inform the public so that our people here in Tracy would again be aware of this opportunity. Although many of our people had shopped at the Farmers Market before, Fw Cosra 0ID_ VV E~ Coarct Cnurrrr &4WW301. Of rrscy Fsmwa 16 rW Tracy IN... Phob there is always need for more in the way of publicity. The number one thing to do, it seemed, was call the Tracy Press to get plenty of coverage. The Press was very cooperative; they really got behind the market and the success of our publicity was due, in large part, to their help. in addition, we put out several flyers all over town and outside the city limits as well. As the weeks and months went by we could see what a successful Market we were having, so it became evident by the early part of September that our public was doing a great job of advertising for us also. By the last week of October we had so many customers wanting the Market that it was extended until the end of November. The success of our Market involved many people who gave much in the way of volunteer effort and services: A BIG. THANK YOU TO ALL OF THEM: — to Art Sasser, owner of the parking lot which was used for the Farmers Market. The location was ideal. — to Eric POW chalmw of the Farmers Market committed, who put up the banner every week, on Wednesday morning, and took it down after all the farmers left; — to Byron Alvarez, chairman of the Downtown Improvement District, for his help; — to Jim GkMeity, our Promotional Chairman. for his fine support; — to the Faro Department, the Tam and Country Store and Conservation Enterprises for letting the farmers use their restroom fa 11itkm — to all the empbyses who work in the area now the Farmers Market who gave up their parking space each Wednesday from June through November, — and to all other &tdlvMuals who, by their strong encouragement and support made this market the success it was. To me, it was very educational and exciting to have been a part of the Farmers Market in Trac ✓. We hope it will be back next year, bigger and even better yet! Fran Costa Downtown Improvement District Stockton Farmers Market Association personnel worked with Fran Costa and other community supporters in planning fun and informative special events at the Market for farmers and consumers alike. One example was our October 7 Harw i Fee0val. None of us allowed threatening skies to dampen spirits that day. The highlights included apple dunking. pumpkin carving, free produce drawings, Frlerrds or the Market sign-up, and an East Indian Popper Stlr-.t-ry cooking demonstration by Manieet Rai, of Lodi, who also sans live plants at the Markel Manjeet's cunt' dr,h was a big hit with market goers. Possibly the most suspenseful moment of the day occured during the raw egg tossing contest. The two contestants, Frank Serrano and Dorothy Hill la truck and bus driver respectively) appeared to have been in serious training for this event for quite some time! Skeptics in the crowd dept egging them on by yelling "fowl play" when after twenty or so tosses the reportedly raw egg was stili whole. Alas, the ON was not hard boiled and the "yolk" was finally over — all over one of the contestants! Even so, both contestants were declared winners and each received a bag of farm fresh produce. It was rewarding working with the Tracy Market this past year and we all look forward to more good times during the next season. Cheryl Lewis Average No. of Total Total TolAI Dollars Year Farmers Tons Tons Grossed Per Week Offered Sold 1980 12 112 Tons 72 Tons 129.525.15 1981 16 186 Tons 100 Tons 158, 11873 TRACY CERTIFIED FARMERS MARKET SUMMARY REPORT 1980-1981 CHUNG WAH LXNE � CERTIFIED FARMERS MARKET GOOD FORTUNE The idea for this market in the heart of Stockton's "Chinatown" was two -fold: to provide an opportunity for office workers in the central business district to pick up farm -fresh produce on their way home after work, and to open up a mid -week market for our regular Saturday clientele who live near the downtown area. The Market got off to a great start on June 10 when we received possibly our most comprehensive media coverage ever for a Stockton Farmers Market event (including the Saturday Market). Since it is very difficult to get weekend television coverage due to a shortage of film crew, we were delighted to have three television networks do live coverage of our new mid -week market. Also on hand for opening day activities were two newspapers and three radio stations. Many of the Chung Wah Lane market goers expressed a real desire for a mid -week downtown market. Those of us who had worked so hard to open the new market felt extremely gratified by the responsive chord we'd struck in the community! Cheryl Lewis, special events and public relations consultant for our markets, also took personal pride in coming up with one of her more ingeneous promotional ideas for our new Chinatown market. Since certified farmers markets are consid• ered by many of us to Bring (food Fortuna to those who buy and sell at them, fortune cookies containing the new market's name, and opening date, were made and handed out to workers and shoppers in the downtown area. In addition several Chinese Restaurants gave out hundreds of our comlimentary cookies to the delight of their patrons. Open from two until six p.m. each Wednesday, the market was fairly well attended for the first few weeks in June.Then came the "long hot summer" of scorching weather that wilted our customers as well as our produce and the patronage began to decline. Even so, a total of 36,000 pounds of fruit and vegetables were sold during the four months we were open (June 10 to October 14) and many new people became familiar with direct marketing for the first time. We learned several things from this experiment: (1) an afternoon market without shade in summertime Stockton is exceedingly difficult (2) office workers prefer to shop at noon rather than after work as they leave fo: home, and (3) a mostly non-resident clientele does not have the time or interest to provide the kind of sustained support needed to make a mid -week farmers market work. These were important lessons. We also drew upon the staff of the Direct Marketing Program of the Department of Food and Agriculture to help us evaluate this enterprise and loam ways to survey consumer needs and interests before launching anew market. We appreciate the support people did give this venture. While the market never attained the size of our other area certified farmer's markets, the Chung Wah Lane Market did provide fresh and reasonably priced farm produce to a loyal, albeit small clientele each market day during the summer and fall. As we pian for the coming year, we welcome ideas from all sources as to what course we should take in Chinatown in the Year of the Dog. CHUNG WAH LANE CERTIFIED FARMERS MARKET SUMMARY REPORT 1881 Mack Warner Cheryl Lewis Average Total No. of Tons Total Year Total Dollars Fanners pftered Tons Sold Gross Per week t98t 9 45 18 $ 7,861.49 �'HESTOCKTON CERTIFIED FARMERS MARKET The Stockton Farmers Market continues to be among the pace setters in direct marketing for the entire state. Graphs on the next page indicate the dramatic growth this market has experienced over the past three years. We were especially proud when we reached a total of 90 sellers one day last summer and an estimated 8 to 10 thousand customers who lugged 20 + tons of produce home with them. Two other facts stand out for those of us who :ee direct marketing as a way to address the urban .Unger problem in our core cities: (1) the Stockton :ertified Farmers Market received well over $110,000 1 food stamps last yew (about 115 of our total sales), nd (2) our customers saved an estimated $350,000 ist year by purchasing their produce directly from he farmers (based on data provided by the Center v or Consumer Research, U.C. Davis) for thousands sac wj"SanCt" N 5100 o Aw". mama* "Ory KHVSW &f K"y wm rs:ane of senior citizens, new immigrants from southeast Sk)m oFwmmMl~OwyfLow%Phm Asia and others on fixed or limited incomes, this market is an indispensible source of food at a price they can afford. One elderly gentleman even rode the Greyhound bus down from Lodi each Saturday morning to buy fresh produce for the week, returning on the next bus north at noon. (Hopefully, we will open a new market in Lodi this coming year, so he can do his shopping closer to home.) We would like to mention a few highlights of our 1981 market season in the areas of community support, promotion, media coverage and special events. COMMUNITY SUPPORT — Another important achievement this year was the formation of the Friends of the Market support group comprised of community members who wish to help the market in areas of promotion, special events and market operations. With over 80 members at present, we look forward to a good working relationship with this community group in the future. PROMOTION — In 1981, some income and considerable publicity were generated through market sales of our own shopping bags, jackets and caps. Also, we opened the Market Association's Hungry Farmer concession stand in mid- summer to meet the needs of our hungry and thirsty farmers and shoppers. MEDIA COVERAGE — We were pleased to receive good media coverage of our market again this year. In early spring, Market Association President, Cecil Bonzo, Sr. appeared as a guest on Channel 13's, Good Morning Califumia talk show and discussed the benefits of direct marketing with the program's Co -Anchor, Kathi Diamant. In mid -summer, we were thrilled to have Sunset Magazine photograph our market for an upcoming feature story on Certified Farmers Markets in California. Finally, for the big news. The Stockton Farmers Market will be shown on British Public Television some time in 1982! A film crew, from the B.B.C. (British Broadcasting Company) was in Stockton in early August to shoot a documentary film about the early life of Stockton's internationally renowned author, Maxine Hong Kingston. One of the documentary's most important sequences was filmed at the Stockton Farmers Market under the Crosstown Freeway — the location of much of Stockton's original Chinatown, long ago torn down but remembered so movingly by Kingston in her books. out of these ashes we see today the continued and important presence of Stockton's Oriental community reflected in an excitingly alive and culturally diverse market place. SPECIAL EVENTS — Our July 11, Second Anniversary Celebration was another big success with ethnic music and dancing enjoyed by all with foods from many different cultures offered for sale. This year's "Golden Arty Award" went to Farmer, George Eto, of Lathrop, for his top quality produce and eye pleasing displays at the market. A special "Golden Goose Award" was given to Egg Man, Elmer Merkel (Merk), of Gait, who has truly "laid so many golden eggs" for our market, from the beginning to the present. Mack Warner and Cheryl Lewis STOCKTON CERTIFIED FARMERS MARKET SUMMARY REPORT 1979 — 1981 Average Total Total Year No. of Tons Tons Total Dollars Offered Sold Gross f� week 1979 26 386 296(est) 5140,456 1980 40 809 610 5309.967 1961 51 1.191 931 $510.279 STOCKTON CERTIFIED FARMERS MARKET SUMMARY REPORT 1979 — 1981 1979 --1981 AN . UAL PROGRESS STOCKTON FARMERS MARKET � DROSS SALES 1979 -1961 90 80 60 b40 z 30 20 10 0 STOCKTON FARMERS MARKET SELLERS 1979-1961 ,�, J < Z -� a �� Q W Q W Q J Q Z -1 5� U O W <i 1i > > < Cj Z p LL ' ' Q N 000 Z 0 WEEKLY AVERAGE FOOD STAMP INTAKE - ALL MARKETS M 1979 'JAN FEB MAR AML MAY JUNE JULY AUG SEPT OCT NOV DEC AVERAGE PER WEEK PER MONTH. i , "am I. V in alsbAw. mob's 11414 OUR. NOW 11001 Oki ,�, J < Z -� a �� Q W Q W Q J Q Z -1 5� U O W <i 1i > > < Cj Z p LL ' ' Q N 000 Z 0 WEEKLY AVERAGE FOOD STAMP INTAKE - ALL MARKETS M 1979 'JAN FEB MAR AML MAY JUNE JULY AUG SEPT OCT NOV DEC AVERAGE PER WEEK PER MONTH. REACHING OUB To Etch Other — W Recently one of our year around growers -sellers was &_,ked why he didn't take a weekend off from the markets dieing the slow season. He answered, "I can't, these markets have become a social thing for me... I look forward to market day and my friends... besides, l might miss some- thingl" John Solari did a good job of summing up what many of us feel. The sense of friendship we have shared as a result of working together as growers. board members and stall has been one of it* Biggest "rewards" of direct marketing. It has been extremely gratifying to see this warmth spill out into other areas of our lives away from the market place. One good example Is our traditional Thanksgiving Party at the Barbagetata packing shed in Unden. We come to- gether ogether each November in the best spirit of friendship after the completion of another long harvest season to celebrate with food, drink and music. Let us an hope the we can continue to reach out as frier -ids to one another across cultural, eConomw and political barriers To The CO MnlMUY i as we work together through the years. Let us continue building bridges of friendship and not walls. One of the most important ways we can reach out to the communities in which our markets are located is through active Friends of the Market support groups. it is not surprising that a growing number of markets and associations around the state are now working on developing strong Friends of the Market groups. Members of these groups work as volunteer& with market staff and coordinators in areas of promotion, special events and market operations, and also provide our markets with valuable community input. To Other Mmkets — Because we have a targe group of highly productive farmers in our Association (a total of 180 members this past yearly, a competent board of directors and an experienced managernenf team, we are often asked to help other markets in various ways. Last year our growers provided much of the produce for the Sacramento Certified Farmers Market and have also taken an active part in the leadership of their Association, (with one of our members, .bort Paul Bwbagelata, serving as their board president} Mack Warner and Cheryl Lewis were also involved in heipk I ways with the growth and development of the Sacramento Market this past year. In particular, Cheryi's expertise in promotion and special events .mad a significant bearing on the Increased consumer and tarter participation there. In response to a request from the Direct Marketing Program of the Department of Food and Agriculture, our board of directors entered into an arrangement with the West Oakland Food Project and the Sacramento Certified Farmers Market Association to form the Tri ^county Farmers Market Association as sponsor of the West Oakland Farmers Market. This took an enormous amount of time for our boards represen. -live, Louie Solari, our market manager, Mack Warner, and especially for our public rotations consultant, Cheryl Lewis. Working through the Tri -County Association, we assisted in planning, publicity, special events and tanner recruitment for the West Oakland Market. Our market manager was also asked to provide assistance in the development of the Berkeley Farmers Market and several of our growers sold there each week until its premature closing due to the Medfy crisis Again, with the Heart of the Cly Farmers Market in San Francisco, which was sponsored by the American Friends Service Committee, our market manager and board were able to arovlde support in the development of this new outlet and a sizeable number of our farmers sold there each week after the market opened To Other OrgtnLmHons — Stockton Farmers Neekst Cooperathts. Most of us are aware that our Association worked with REAP of the AFSC to organize the Stockton Farmers Market Coop in the fall of 1980 (with inmnivable help from the Direct Marketing Program, CDFA). Since then we have continued to work closely with the Coop, viewing Its development as an additional marketing alternative with great potential value for many of our members, As with most new ventures of this nature, the Coop has faced its share of financial difficulties and was forced to lay off Its manager in tate August 1981. From that time to the end of the calendar year, our market manager devoted the majority of his time to serving as interim manager of the Coop. To relieve him of at least a part of the excessive work load he carried during the last quarter of the year, our board of directors voted to lend the Coop $1.000 to be used for the employ rent of additional staff at their warehouse. It has been good to see the possibility of brighter days ahead for the Coop in recent weeks Calliornia Direct Markethq Association. Following the annual Direct Marketing Conference last February in Fresno, we joined with others to form an independent direct marketing group tree to engage in various kinds of mutual aid and advocacy work statewide. We were pleased to serve as host market for the organizing meeting of the Direct Marketing Association March 2ti29 at our headquarters in Stockton. Our market assistant, Kathl Emry, was chosen as one of the Interim board members pending the formal constitution of the new organization. The Direct Marketing Association quickly proved its value when, a few months after this organizing meeting, it arranged for a single group Insurance plan that offered three times more liability coverage for our four markets at less than half the premium costs we had previously been paying. We look forward to a continued close working relationship with the California Direct Marketing Association. I FIN � CIAL REPORT Stockton Farmers Market Association I Year Ended December 31, 1981, and Compar19on,19W INCOME 1950 1fM1 vi"IRIM 1010 10111 STALL FEES MANAGEMENT & ADMINISTRATION Stockton S 11 2W.50 S 24AI&2 i Wages a Salaries -- 9,660.111 Manteca -- 2.315.50 Payroll Taxes -- 1,06663 Tracy 989.00 2.96260 Public Relations 507.20 3,000.00 Chung Watt -- 571.50 AFSC Ottkw Stall 5 Supplies 3,0K im W 3,0M Total i 12 192 50 S 30 798 75 Total Expenses t 3, 120 1T ABM SCALE RENTAL Stockton 92.00 245.00 TRAVEL 578.47 1,32121 Manteca - - 30.00 Tracy -- 24.00 OFFICE OPERATIONS Chung Wah -- 5.00 Rant -- 30000 232 632AS Total S 9200 S 305.00Postage to Membership 2.208.00 3.896.00Bank Telephone 43,42 467.73 Donations 353.00 7.00 Misc �e�� 15906 423.13 Cart Sales 5 Rental 25.00 33MPrMt 1 5 4/ gum Sales 80.00 20.00 in= - Copying 1,32 Promotional Sales 923.00 330695 IoW Expenses = 1,696 S HIM Hungry Fainter income -- 2.961.78 Advance for Brochures -- 200.00 PROMOTION Salary Reimbursement - ETOD - - 4,017.40 Public Relations Expenses -- 552.21 Annual Celebrations Donations -- 110.00 Friends of the Market -- 21.82 Thanksghring Party 338.43 738.30 Annual Celebration 1281.50 768.22 Mlsc. 144.50 714M Christmas Party -- 40122 Total Mncorne - AN Markets i 15,33d�q i 47.12E 77 Other Special Events 243.11 -- Advertising 977.02 96636 Misc. 100.00 --- Total Expenses S 2,590.53 S 2. 27.22 INSURANCE & FEES Liability Insurance 550.00 425.W Business Lkwws 77.50 300.00 Health Permits 150.00 225.00 Lease Fees 12.00 12.00 Total Expenses S 819.50 S W- m - MARKET OPERATIONS Cleanup 190.00 725.W Semmty -- 421.68 Stall Operations Assistant 215.00 115.00 Sanitation (Trash Bins, Toilets) 1,079.01 1,183.80 Tracy --- 296.00 Manteca -- 463.56 Chung Wah -- 476.35 Misc. 174.43 -- Total Expenses $ !.865,44 S 3,87250 FUND RAISING Cost of goods 1,486.60 3,565.95 Sales Tax -- 340.60 Hungry Fanner Expenses --- 3,357,33 Total Expenses S 1,466.60 S 7,564.1 t ASSOCIATION MEETINGS Hoard 550.75 297.97 Annual -- -- Printing 25.71 443.80 Rent -- Misc. 15.58 -- Thanksgiving Membership Party 1,166.e8 11359.66 Total Expenses S 1,T71.82 S 2,101.32 TOTAL EXPENSE S 14AIQ.E7 S 30. KI? TOTAL NET INCOME i 1.105.7E S 8,132.10 LOOKING F DRWARD As farmers, we are daily in touch with the earth and those creative forces that bring forth life from seeds, then growth and harvest. In the same way we have worked together (and with many friends) to plant the idea of an alternative way of marketing footl and have seen our efforts grow and flower in a remarkable way. The creative process continues. The seeds were planted many months ago to see if there would be interest in a certified farmers market in Lodi. Now, in the early months of a new year, we see stirrings of interest there. A committee of the board and a University of the Pacific student are working now to see if this will come to pass. Another example. In thinking of how we could provide health care for our staff, one of our board members wondered aloud why we, as an association of farmers, couldn't have our own group health care plan. Another U.O.P. student has taken this idea a step forward by doing an initial survey of your own health care needs and will integrate his findings with those of the California Direct Marketing Association. We look forward to the fruits of his labor. Recently a group of Laotian refugees came to us for assurance that our farmers markets and the Co-op could provide marketing outlets for crops they hope to plant in 1982, if ground can be found to grow them on. In response, several of our board members are working with them to guide their efforts and nourish their dreams. And so it goes. The ideas for a permanent market site, for better coordination with other farmer's markets, for closer ties with the communities in which our markets are located — these are some of the exciting "seeds" that may bear fruit this year, or the next, or the next. Whatever, as we go forward into a new year of activity we pray that it will be as rewarding and enriching as the old. Mack Warner Captain Kar! "Educating the People "at Tracy F M Tracy Press Photo Cheryl Lewis assists Man/eer Rai of Lodi with Cooking Demonstration Tracy Press Photo a] To Faraway Places — Pike Platy filarkK SaattW We jumped the gun in our 1980 annual report and leaked the news about a trip to Seattle actually taken in January 1981. A group of 10 of our farmers (mostly board members and their spouses), staff and city officials went there to observe first hand the operation of a permanent, year-round farmers market located In the heart of a large city and explore how this model might apply to our own market in downtown Stockton. This was done in anticipation of what was called the PA)DAT study by a group of visiting urban architects and other urban experts who were to arrive later that year and make recommendations for downtown Stockton's future revitalization efforts. Toward s Pen,nonentFarmers Market Site... Asa result of the trip to Pike Place Farmers Market In Seattle, Cheryl Lewis and Cecil Bonzo worked with the Downtown Revitalization Committee and the RNDAT Steering Committee to determine how the Stockton Farmers Market might: bast fit into any future urban redevelopment plans. Members of the RAJDAT team visited our market in tate May to cZaetve Last hand an exciting and vital example of city revitalization already at Pork The signiftcat" of a bustling marketplace in downtown Stockton, where between 5.00D — 10.000 people from many diverse ethnic, social and economic backgrounds come together on any given Saturday morning, was not overlooked In a Thursday, May M Stockton Record EdhodaL it was written. "The team of urban specialists brought together by the American Institute of Architects to study ways to revitalize downtown Stockton immadlately recognized what a valuable, durable and approp:.ata asset the local farmer s market represents. The team has recommended that a two -block area on both sides of Main Street east of Stanislaus Street be cleared to provide a permanent site for the Saturday open-air market. an "anchor" for the central business district". These or any modified plans may take years to come to fruition, but it Is important to be included in any downtown revitalization plans so that we will have future options for a more permanent market home possibly on an expanded operating basis. Loa Anpdae Trip - In March another delegation of our farmers and staff personnel traveled to Los Angeles to see how direct marketing is done there, with special focus on an intermarket cooperative plan that was in the developmental stages at that time and later emerged as the "Southland Farmers Market Association". The groups also visited the massive Los Angeles Terminal Markets as well as the busy Los Angeles Retail Farmers Market (which Is similar to the Pike Place Farmers Market in Seattle). Again In November, three representatives from the Stockton and Sacramento Farmers Market Associations, along with a staff person from the Direct Marketing Program of the C.D.F.A., traveled to Los Angeles to explore in depth how their cooperative plan was functioning as well as to visit several markets, talk with community people and meet with the Southland Fainters Market board of directors. Toward The Idea Of Reglonal Cooperation ... As a result of our latest trip to Los Angeles, three of us (Che(yl Lewis. Made Wamer and Beth Brusseiry returned home with the firm conviction and hope that similar market cooperation in Northern California would be highly advantageous to direct market- ing In this region. Specif Icaily, the following recommendations emerged as the outcome of our trip; (1) Coordination among markets can bad to greater administrative and operational effectiveness. (2) Information collection and dissemination (possibly through a centralized compOer service) about produce availability and consumer demand can benefit both fanners and consumers. (3) The estabpshment of a resource pool of specialized and well ttair*d staff pwsons to better serve markets on an area or regionel basis can provide expertise that is normally unavailable In an isolated market environment dependent on its own limited resources. (4) Regular meetings of market managers on an area or regional basis can facilitate problem solving, information sharing and joint pla.ining as well as upgrade the skills of ort -site market personnel. Such gatherings can also provide an excellent opportunity for market managers and support staff to meet with county and state elficials to work out common problems related to direct marketing. (ry This kind of inter -market coordination can be cost effective, providing more services for the money paid by the growers through their stall and membership fees than can be rendered on a single market basis. To Implement the above five principles would require some adjustments in the way our present market associations are structured Cooperation can be achieved either by (1) leaving intact those groups that wish to enter into a cooperative arrangement and simply adding a new coordinating board made up of representatives from each of the existing bodies, or (2) by actually merging existing farmers market associatiais. The latter option would mean that each existing body would lay aside its present name and by-laws in favor of a new name and by-laws that would represent the coalesced groups. Such a newly constituted body would also need to give more place to community representation, on a central coordinating board to Insure adequate input from each of the separate certified farmers markets. These and other implementing strategies would need to be thoroughly studied by existing associations and their boards of directors.