Hiawatha Farmers' Market Spotlight

Hiawatha Farmers' Market Spotlight

June 16, 2021 | Farmers markets
In a town of approximately 3,000, the Hiawatha Farmers’ Market has taken advantage of the town’s smaller size by optimizing its customer service, making for a memorable shopping experience. This has increased the number of market customers and created more customer loyalty. Let’s see how they do it!
 
Angela Twombly, the Hiawatha Farmers’ Market manager, is excited to begin the market season. Twombly says she intends to maintain the safety precautions the market implemented last summer, even with COVID-19 numbers decreasing. Twombly says it is of the utmost importance that market customers feel safe. The Hiawatha Farmers' Market has maintained close contact with its local county health department to ensure its customers can rest easy. But beyond this, measures initially implemented due to COVID-19 ultimately enhanced customer convenience. One of the measures implemented in 2020 was a drive-through service. To accommodate both drive-through and foot customers, Hiawatha’s vendors set up in a horseshoe formation. Those who have trouble with mobility, such as the elderly, or simply those who know exactly what they want from the market, drive around the outside of the market in one direction. Vendors serve them on the side of the tents facing the outer edge of the horseshoe. Meanwhile, those who prefer to browse and shop by foot walk in the opposite direction on the inside of the horseshoe. Essentially, vendors are serving from both sides of their tents, which helps maintain proper social distancing while also meeting the needs of all shoppers.
 
Furthermore, Twombly has found maintaining a consistently active Facebook page has proved instrumental in increasing market traffic. During her tenure as market manager, Twombly has seen the market’s number of Facebook page followers increase from a mere 50 to over 1,000. She makes sure to post the goods vendors will have at the market on Facebook prior to market days. She says this helps customers know what to expect when they arrive at the market. More specifically, advertising the produce ahead of time helps to avoid disappointing customers who may be unaware that some items are not in season. Along with the Facebook reminders, Hiawatha Farmers’ Market has a sign-up for market customers to receive text reminders the day before the market. One of the Hiawatha Farmers’ Market vendors sends out texts to those who want reminders. This helps ensure those who wish to visit the market will not miss it.
 
In addition to Facebook and text promotions, Twombly has found the accepting of Senior Farmers Market Nutrition Program vouchers has helped attract customers to the market. To increase the SFMNP vouchers influence, Twombly now offers a “Bonus Program.” SFMNP users can get Bonus Program vouchers from the market to purchase additional food items not covered by SFMNP vouchers. These Bonus Program vouchers were made possible by a donation from a local Hiawatha group. There are some limitations, but typically users use the bonus program vouchers for food items such as eggs and bread. Not only does this encourage seniors to visit the market, but also their friends and family who tend to shop with them. Twombly says the Bonus Program has been a success in boosting market traffic.
 

When asked about advice for other markets, Twombly replied that she would tell new markets, “Don’t give up!” It takes a while to establish a steady stream of customers. However, with enough time and consistency, it will happen. Twombly says consistency is vital for established markets as well. She says to be sure to keep your word that you are open when you say you will be. She also emphasizes the importance of practicing patience with customers and vendors alike in addressing their concerns, especially in these ever-changing times.

Popular Categories

Popular Tags

Archive