FARMERS MARKET SURVEY EXECUTIVE SUMMARY by xps54377

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									FARMERS MARKET SURVEY

 EXECUTIVE SUMMARY




                        1
                          FARMERS MARKET SURVEY
                            EXECUTIVE SUMMARY


        This survey was implemented by the Town of Holly Springs in an attempt to gauge the
level of interest its’ citizenry has for a Farmers Market in the downtown area. Invaluable
ideas and insight was provided by Wake County Cooperative Extension and NC A&T State
University – The Cooperative Extension Program. The survey was conducted from mid-
October to late-November, 2006.
        Interested persons could electronically access the survey from the Town’s website or
pick-up a hard copy from four sites around Town (Bass Lake Retreat Center, Hunt
Community Center, Chamber of Commerce, and Town Hall).
        After the deadline, surveys were compiled and analyzed. We had a total of 596
responses. The hard copies produced 52 responses and the electronic version garnered 544,
greatly exceeding our expectations. Although the survey was not carried out in a scientific
manner (taken from a randomly sampled population), the quantity of surveys returned and
quality of responses indicate a strong interest in a Farmers Market.
        The Town of Holly Springs would like to thank everyone who took the time to fill out
a survey. Below are the responses to individual survey questions, followed by a copy of the
survey instrument used:




Would you shop at a Saturday Farmers Market in downtown Holly Springs?

                  700
                         96.64%
                  600

                  500

                  400

                  300

                  200

                  100
                                       1.01%        1.68%         0.67%
                   0
                           Yes          No        I don't know   No Answer




On a scale of 1 to 10 (10 = highest), how strongly do you feel that a Farmers Market
would be a great opportunity for the citizens of Holly Springs?

Average = 8.979


                                                                                          2
What time of day should the Market OPEN?

               250                                   39.93%
                                       37.75%
               200

               150

               100                                               14.09%

                50        4.87%
                                                                             3.36%

                    0
                          6:00 AM      7:00 AM      8:00 AM      9:00 AM   No Answer




What time of day should the Market CLOSE?

                400                                              61.07%
                350
                300
                250
                200
                150                    19.30%
                100       11.07%
                 50                                  3.52%                  5.03%

                    0
                          12:00 PM     1:00 PM       1:30 PM     2:00 PM   No Answer




How much of your produce do you currently buy from non-traditional outlets (for
example: Farmers Markets, Community Supported Agricultural Programs, Roadside
stands?)

              450
                                                     65.27%
              400
              350
              300
              250
              200
              150                                                17.62%
                                      13.93%
              100
               50        1.68%                                                1.51%
                0
                        All (100%)   Most (about   Some (about     None     No Answer
                                       75%)           25%)




                                                                                        3
Would you like to buy more produce directly from growers?


                 700
                                97.82%
                 600
                 500

                 400

                 300

                 200
                 100
                                                 .50%             .67%           1.01%
                      0
                                 Yes              No          I don't know     No answ er




Sustaining LOCAL FARMING COMMUNITIES is something I consider when deciding
to buy from local farms

               350           52.18%
               300
               250                            35.40%
               200
               150
               100
                50                                             4.70%
                                                                               1.17%
                0
                          Very Important     Somewhat       Not Important     No answer
                                             Important




Promotion of OPEN SPACE AND RURAL CHARACTER is something I consider when
deciding to buy from local farms?


                                39.77%
                 250                            38.09%
                 200

                 150

                 100                                             11.58%

                     50
                                                                                  .50%
                     0
                            Very Important     Somew hat      Not Important    No answ er
                                                Important




                                                                                            4
Helping Counter URBAN SPRAWL is something I consider when deciding to buy from
local farms?

                                   39.60%
                250
                       32.55%
                200
                150
                                               16.28%
                100
                 50                                          0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




CONVENIENCE is something I consider when deciding to buy from local farms?


                350    50.50%
                300
                250                36.58%
                200
                150
                100                             7.21%
                 50                                          0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




FRESHNESS (Most products are harvested and delivered on the same day) is something
I consider when deciding to buy from local farms?


                600    87.08%
                500
                400
                300
                200
                100                 6.54%        .84%        0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




                                                                                 5
Products are grown in ACCORDANCE WITH USDA NATIONAL ORGANIC
STANDARDS is something I consider when deciding to buy from local farms?

                         46.64%
               300
               250                     35.57%
               200
               150
               100                                  5.70%
                50                                               0.0%
                 0
                          Very        Somew hat       Not      No answ er
                        Important      Important   Important




Products are grown with ENVIRONMENTAL SOUND FARMING PRACTICES is
something I consider when deciding to buy from local farms?


            400       59.56%

            300
                                      27.68%
            200

            100                                       5.70%
                                                                    0.0%
              0
                        Very         Somew hat        Not        No answ er
                      Important       Important    Important




How much do you currently spend on FRESH PRODUCE weekly?


             250                    35.23%
                                             32.38%
             200
             150                                       17.95%
             100       9.23%
               50                                                  0.00%
                  0
                       $0-$10     $11-$20    $21-$30 $31-more       No
                                                                  Answ er




                                                                              6
How much do you currently spend on FRESH MEATS weekly?


            250
                                33.39%
            200                            29.70%
            150                                     19.13%
            100      10.74%
             50                                                 0.00%
               0
                     $0-$10     $11-$20    $21-$30 $31-more      No
                                                               Answ er




How much do you currently spend on FRESH FLOWERS weekly?

                     79.03%
             500
             400
             300
             200
             100                9.40%
                                           1.51%     .34%       .84%
               0
                     $0-$10     $11-$20    $21-$30 $31-more      No
                                                               Answ er




How much do you currently spend on DAIRY PRODUCTS (cheese, milk, etc) weekly?


               350               48.49%
               300
               250
               200
                      17.28%               21.14%
               150
               100                                  6.88%
                50                                             0.0%
                 0
                       $0-$10    $11-$20   $21-$30 $31-more     No
                                                              Answ er




                                                                                7
Do you or family members grow your own fruits or vegetables?

               450                 67.45%
               400
               350
               300
               250
               200    25.84%
               150
               100
                50                                 0.0%
                 0
                       Yes           No       No answ er




I would be interested in purchasing SEASONAL AND LOCAL GROWN FRUITS AND
VEGETABLES at the Farmers Market.


                600     83.72%
                500
                400
                300
                200
                                          9.23%
                100                                         .67%        0.0%
                  0
                         Very        Somew hat               Not      No answ er
                       Important      Important           Important




I would be interested in purchasing FRESLY BAKED GOODS at the Farmers Market.


                300     40.44%            39.09%
                250
                200
                150
                                                          13.26%
                100
                 50                                                     0.0%
                  0
                         Very        Somew hat               Not      No answ er
                       Important      Important           Important




                                                                                   8
I would be interested in purchasing JELLIES, JAMS, HONEY, AND SYRUPS at the
Farmers Market.


               300                 42.95%
               250
               200    27.85%
                                               20.97%
               150
               100
                50                                           0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing SALADS, MUSTARDS, SAUCES, RELISHES,
AND VINEGARS at the Farmers Market.

                                   47.82%
               300
               250
               200                             23.83%
               150    19.80%
               100
                50                                           0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing FRESH HERBS at the Farmers Market.

                      47.82%
               300
               250                 34.23%
               200
               150
               100                              9.40%
                50                                           0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




                                                                              9
I would be interested in purchasing GARDEN PLANTS (VEGETABLES AND HERBS)
at the Farmers Market.

                      47.65%
               300
               250                 34.40%
               200
               150
               100                              9.40%
                50                                           0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing POULTRY MEATS at the Farmers Market.


               250                 36.74%
                                               31.87%
               200
               150    20.47%

               100
                50                                           0.0%
                 0
                       Very       Somew hat       Not      No answ er
                     Important     Important   Important




I would be interested in purchasing PORK MEATS at the Farmers Market.


               250                             38.267%
                                   35.07%
               200
               150
                      15.44%
               100
                50                                           .67%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




                                                                           10
I would be interested in purchasing BEEF MEATS at the Farmers Market.


               250                 36.74%
                                               32.38%
               200
               150    19.97%
               100
                50                                           .50%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing GOAT MEATS at the Farmers Market.

                                               77.52%
               500
               400
               300
               200
               100     2.85%        7.05%
                                                             0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing CUT FLOWERS at the Farmers Market.


               350                 47.99%
               300
               250
               200    21.31%                   21.98%
               150
               100
                50                                           0.0%
                 0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




                                                                         11
I would be interested in purchasing MILK AND CHEESE PRODUCTS at the Farmers
Market.


                300                42.95%
                250
                200    27.85%
                150                            20.30%
                100
                 50                                          0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing EGGS at the Farmers Market.

                                   39.93%
                250
                       32.21%
                200
                150                            19.13%
                100
                 50                                          0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




I would be interested in purchasing SEAFOOD at the Farmers Market.


                250                35.40%
                                               31.38%
                200
                       23.83%
                150
                100
                 50                                          0.0%
                  0
                        Very      Somew hat       Not      No answ er
                      Important    Important   Important




                                                                          12
Would a downtown Farmers Market increase you Quality of Life?


                  600     83.39%
                  500
                  400
                  300
                  200
                  100                   2.18%        7.05%
                                                                   0.0%
                    0
                           Yes            No      I don't know   No answ er




Please list specific produce requests and any other product suggestions here:

 Garlic,
 Love white Asparagus (i'm German)
 Blackberries... tomatoes.. green beans... mmm mmmm!
 That they be cheaper than the competitive grocers in the area - which are outrageous!
 I would be interested in purchasing and selling local crafts, quilts, and other handmade
 products.
 We buy a lot of our plants (trees, shrubs, flowers) for our landscaping at Raleigh's Farmer's
 Market
 Fruit, vegetables, plants
 I come from York/Lancaster, PA which is filled with markets,
 http://www.ams.usda.gov/farmersmarkets/States/Pennsylvania.htm#E We very much miss
 shopping for fresh vegetables and meats at a farmer's market.
 Goat dairy would be a nice addition
 Beef and poultry in packaged quantities, such as 25 lb to 100 lb bulk packages.
 Blackberries Tomatoes Corn Peaches Beans Organic Meats Watermelon
 Tie Died Onesies for babies.
 It would be nice to see vendors with homemade goods such as quilts, crafts, etc
 peppers green beans tomatoes onions apples peaches
 Perhaps some crafy items, art work, etc.
 goat cheese salsa fresh fruits
 Live Blue Crabs
 tomatoes, potatoes, cucumbers, corn, okra
 Coffee Beans Specialty Chocolates Hand-made crafts, hand-made and hand-knit clothing
 wine
 Fresh Seafood
 Chair Caning, quilts, artwork, punched tin
                                                                                            13
Perhaps freshly barbequed pork, beef, chicken???????
I am interested in organically grown produce and dairy and meat that meet with all oatural,
organic standards.
organic meats, eggs, organic lettuce, tomatoes, cucumbers, peppers and other seasonal
produce
Fresh seasonal produce, esp. berries, tomatos, peaches, fresh baked goods, prepared dairy
products (cheese spreads), herbs
Corn in the summer!!!
Fresh salsa, red peppers, honey, bread
ALL fruits & veggies
Bringing a farmers market down south would be awesome. HS is a good middle location
for others.
Local, local, local... food products of any kind.
Would it be worthwhile to set up an adjacent flea market type area as well? I would be
interested in selling landscape plants...
spinach, green beans, lima beans, peppers, onions, corn, strawberries, peaches
Root vegetables peppers Anything you can get at the Farm Market outside
fruits and vegetables would be my main interest at a farmer's market
Must have honey! And feta and goat cheeses, I love it all!
I would like to sell my NC grown Fraser Fir Christmas trees and garlands at the farmers
market.
Baked fresh breads (not sweets)
It all sounds good. Freshness and quality are what sells.
veggie cheeses (tofu) unsweetened soymilk organic breads gluten-free breads & cookies
Fresh fruits and vegetables in season
Fresh corn, in season. Melons, herbs, strawberries,
plants (flowers, greenery) variety of vegetables cut flowers
breakfast diner inside farmers market
Bakery products from La Farm bakery. Reasonably priced fresh cut flowers. Bedding
plants other than fruits & vegatables, ie: annuals & perinnials
E.g.- when strawberries are in season I'd be interested in strawberry jam, ice cream, etc...
Seasonal plants/flowers, pumpkins, potatoes, fruits, eggs, veggies (all kinds), gift baskets,
crafts
Although a farmers market in Holly Springs would be somewhat interesting, I would only
shop there about once a month during the spring and summer months for fresh fruit.
apples, tomato, green beans, corn, cantelope, watermelon, etc..
produce that is readily available locally
I think a famers market is a good idea, but what would really be great is if the town council
and those of surrounding communities scaled back their, develop every last square inch of
ground blitzkrieg, so there actually would be some local farms to buy from rather than have
to have it trucked in. This only provides the illusion that we are buying local produce.
pretty sad.

                                                                                           14
Local Artisan Crafts and country artwork
Fresh veggies and fruits at good prices. The produce at our grocery stores is not very
good...I would like to see better quality.
shrimp, scallops, tomatoes, cucumbers, asparagus, garlic, FRESH fruits & veggies
Local crafts and music would add to the atmosphere (like the Carrboro market)and draw
folks in.
tomatoes beans
melons, okra, squash, corn on cob, mustard greens, lettuce, cucumbers, tomatoes, apples,
oranges
peppers, onions, cucumbes,tomatoes,eggplant,squash,lettuce,carrots, all
Bulk grains
I would love to see this happen in our town :-)
I would like bobble head Jesus dolls, Bobble head Elvis Dools, bobble head George Bush
dolls, or one doll that looks like all 3 at the farmer's market
Greens (mustard, collard, turnip), tomatoes, squash, root vegetables, asparagus, corn,
berries, etc.
Seasonal produce
apple butter, fresh fruit
Live Blue Crabs Fresh Tuna
Christmas Trees, Craft Shows, Local art, Lawnscaping plants/flowers, Halloween
pumpkins, etc...
Locally grown products for freshness and--particularly fruits in season and vegetables.
berries of all kinds and if you had pumpkin day with free recipes, samples, etc. like the
State Farmer's Market, that could be a good draw
I would suggest having other vendors involved. Such as local artists and businesses.
a weekday market
squash, corn, green beans, cucumbers, bell peppers, hot peppers, carrots, potatoes, celery,
watermelon, strawberries
Model ours after the produce co-op in Chapel Hill. Not sure of name, heard on radio.
squash, cucumbers, carrots, salad, potatoes, watermelons actually all fruits and vegetables
blackberries, strawberries, green beans, zucchini, tomatoes, corn, apples, etc.
Strawberries,greenbeans,brocoilli,Pears,apples,oranges, bannas
Anything Organic
All natural, Organic
Plants
Bedding Plants,Perienials
Tomatoes," supper sweet" corn, cucumber, sweet onions, squash, watermelons, cantelopes,
honey dew
Summer veg., strawberries, cantalope, watermelons, apples, pears
Apples, peaches, strawberries, tomatoes, flowers
Vegetables! Freshness/quality is top priority.
vegetables and fruits, pumpkins and Christmas garland
                                                                                          15
carry some perennial flowers, vegetable plants and herb plants
I would like to see handmade soaps and lotions for sale made from fresh herbs.. ie
rosemary/lavendar
seasonal fruits and vegetables, including organics honey and other canned goods
natural soaps, lotions, candles
Kettle Corn
Organic dairy and produce, free range and organic meat products
none
Home garden products and candies
Would love to see Organic, items without antibiotics and hormones, pesticides, etc.
Great idea! I like to stop by local stands on occasion and would make a habit of visiting
here.
peppers onions corn tomatoes
turnips, collards, sweet potato,tomato,
Seasonal Produce, Tomatoes, apples, cucumbers, lettuce.
Seasonal items - pumpkins, Christmas trees, greenery, crafts
Organic Produce All types of berries
I would really love to see organic foods, particularly fruits and vegetables, meats, and dairy
prod.
Plants and Holiday items are also very important items to me
Fresh fruit,
I think the market should have extended hours on certain days so as to accommodate
everyone.
Would also be interested in non-food items, like local crafts, handmade yarns and textiles.
fresh tomatoes, greens, beans, peas, peaches, plums, apples, all seasonal fruits and veggies
handmade items
Cheeses
we are most interested in purchasing fresh fruits and vegetables.
Potted plants
seasonal nuts.
RAPINI (BROCCOLI RABE) ARTICHOKES, BOTH LARGE AND BABY
NC Wines
Plenty of fresh seasonal vegetables, herbs, cut flowers and plants would be perfect.
Variety of honeys, seasonal items like fruitcake at Christmas, NC wines like Duplin.
The farmers market should be limited to locally grown and/or made products, no mass
market booths




                                                                                            16
            5-MINUTE HOLLY SPRINGS FARMERS MARKET SURVEY

Have you ever wanted to buy fresh fruits and vegetables directly from the farmers who
planted them? Have you ever wished there was some place closer than the State Farmer’s
Market to get these items? Are you interested in fresh produce that hasn’t undergone the
treatment of pesticides and other chemicals? Would you like to have the luxury of getting all
this right here in downtown Holly Springs? If so, we would appreciate your responses to the
following questions, which will guide us as we move forward in determining the feasibility of
this consumer driven, farmer-direct marketing initiative.


1.     Would you shop at a Saturday Farmers Market in downtown Holly Springs?
___ Yes
___ No
___ I don’t know

2.     On a scale of 1 to 10 (10 = highest), how strongly do you feel that a farmer’s market
       would be a great opportunity for the citizens of Holly Springs? ___

3.     What time of day should the market OPEN?
___ 6 AM
___ 7 AM
___ 8 AM
___ 9 AM

4.     What time of day should the market CLOSE?
___ 12 Noon
___ 1 PM
___ 1:30 PM
___ 2 PM

5.     How much of your produce do you currently buy from non-traditional outlets (for
       example: Farmers Markets, Community Supported Agriculture programs, Roadside
       Stands?)
___ All (100%)
___ Most (about 75%)
___ Some (about 25%)
___ None

6.     Would you like to buy more produce directly from growers?
___ Yes
___ No
___ I don’t know


7.     What are your most important considerations when deciding to buy from local farms?
                                   V = Very Important
                                S = Somewhat Important
                                   N = Not Important
                                                                                               17
A.      It sustains local farming communities ___

B.      It promotes open space and rural character ___

C.      It can help counter urban sprawl ___

D.      It is convenient ___

E.      It is fresh (most products harvested and delivered on same day) ___

F.      It is grown in accordance with USDA National Organic Standards ___

G.      It is grown with environmentally sound farming practices ___


8.      How much do you currently spend on fresh produce weekly?
___   $0.00-$10.00
___   $11.00-$20.00
___   $21.00-$30.00
___   $31.00 or more

9.      How much do you currently spend on fresh meats weekly?
___   $0.00-$10.00
___   $11.00-$20.00
___   $21.00-$30.00
___   $31.00 or more

10.     How much do you currently spend on fresh flowers weekly?
___   $0.00-$10.00
___   $11.00-$20.00
___   $21.00-$30.00
___   $31.00 or more

11.     How much do you currently spend on dairy products (cheese, milk, etc) weekly?
___   $0.00-$10.00
___   $11.00-$20.00
___   $21.00-$30.00
___   $31.00 or more



12.  Where do you currently shop for fresh produce?
___ Grocery Store: ____________________________________
___ Farmers Market: List name here: ______________________________
___ Other, Describe here: ______________________________




                                                                                        18
13.    Do you or family members grow your own fruits & vegetables?
___ Yes
___ No

14.    Which of these products would you be interested in buying at your farmers market?
                                   V = Very Important
                                S = Somewhat Important
                                   N = Not Important

A.     Seasonal and Local grown fruits and vegetables ___

B.     Freshly baked goods ___

C.     Jellies, Jams, Honey, and Syrups ___

D.     Salsas, mustards, sauces, relishes, and vinegars ___

E.     Fresh herbs ___

F.     Garden plants: vegetables and herbs ___

G.     Poultry meats ___

H.     Pork meats ___

I.     Beef meats ___

J.     Lamb meats ___

K.     Goat meats ___

L.     Cut Flowers ___

M.     Milk & Cheese Products ___

N.     Eggs ___

O.     Seafood ___

P.      Please list specific produce requests and any other product suggestions here (Please
type in space below) __________________________________

15. Would a downtown farmers market increase your quality of life?
___ Yes
___ No
___ I don’t know




                                                                                               19
16.     If you would like to participate in a Holly Springs Farmers Market community
        initiative (as a vendor, volunteer, etc.), or receive timely information concerning the
        development of the Holly Springs Farmers Market, please provide your name, email
        address, and phone number in the space below:
        ________________________________________


This survey can be returned to the spot where you picked it up or to the Holly Springs Town
                                      Hall front desk.

The Town of Holly Springs is working with the Wake County Cooperative Extension and NC
A&T State University-The Cooperative Extension Program to connect local farms to the
residents of Holly Springs through the planting of a Downtown Farmers Market. Your
opinion is highly valued by The Town of Holly Springs.


If you have further related questions, please contact the following individuals:

For Downtown Holly Springs Farmers Market Development related questions, contact:

The Town of Holly Springs Department of Administration
Daniel Weeks, Project Analyst
Phone: 919-557-2924
Email: daniel.weeks@hollyspringsnc.us

The Town of Holly Springs Department of Planning and Zoning
Jeff Jones, Planner II
Phone: 919-557-3905
Email: jeff.jones@hollyspringsnc.us


For Local Food Systems related educational questions, contact:
Morris J. Dunn, Horticultural Science Agent
North Carolina Cooperative Extension, Wake County Center
4001-E Carya Drive, Raleigh, North Carolina 27610-2914
Phone: 919-250-1117 Email: mdunn@co.wake.nc.us


Theresa J. Nartea, Agribusiness & Marketing Specialist
NC A&T State University-The Cooperative Extension Program
Coltrane Hall, 1601 E. Market Street, Greensboro, NC 27411
Phone: 336-334-7956, ext. 2109 Email: tjnartea@ncat.edu




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