New generation of market planners needed for continuity

Text by Jude Mead
Photo by Lisa Auclair

As the weather warms and gardens get planted, thoughts naturally turn to the Norfolk Farmers Market. For the past 16 springs, the community has looked forward to the excitement of opening day, knowing the season will bring plenty of fresh vegetables and fruit. Responsible for the market’s success is a small group of dedicated people who work behind the scenes year-round. It is their effort and motivation that make it happen year after year. Time moves on, however, and the chair of the farmers market, Lisa Auclair, would like to create a succession plan. “We want to bring a new generation of market planners into the mix so there is a seamless transition and a strong foundation for the market to operate for years to come,” she says. To generate interest and to help others understand the process behind the market’s success, Auclair explains the planning and organization involved in running the Norfolk Farmers Market.

Seventeen years ago, Sue Frisch and Libby Borden initiated the idea of the Norfolk Farmers Market. It was one of few markets around and began with a few volunteers and several vendors. Their commitment to bring fresh local produce to the community worked, but it took time and effort. Auclair soon took over the leadership and has run the market ever since. “I have respect and commitment for our mission,” she says, “which is to increase growth for local vendors, to supply customers with fresh food and high-quality handmade goods and to foster an appreciation for local agriculture and artisans. For anyone who takes that chance on themselves and their craft, I will do whatever I can to give them an opportunity to share their passion with our community.” 

As the popularity of the market grew, the organizational structure expanded. “The market hires several people throughout the year. Our manager and secretary, Angie Bollard, has been with us for three years and is integral to our vendor recruitment and market-day operations. We also hire teens to assist vendors with setting up and taking down, signage and directing traffic,” says Auclair.

The nine-member board meets monthly. Assisting Auclair are Doug McDevitt, co-chair; Vishal Grover, treasurer; and Mary Jo Tomaselli, head of marketing. Margaret Saxe and George Vinick oversee signage, organize the special markets and assist with grant applications. Marie Christine Perry manages Instagram posts in addition to her role as the “Cook the Market” chef. Richard Tomaselli orders supplies. Darla Lovett and Jan Alteri are goodwill ambassadors, recruiting vendors and greeting customers on market days. 

 Auclair admits that it takes many hands to make the market work. “Planning for the coming season is a year-round activity. We need to make budget decisions, confirm dates, costs and estimated income, mail the capital campaign, approve policies, send applications, find new vendors, line up musical entertainment, apply for grants and plan the market’s special events.”

Recruiting of vendors is done via email, snail mail, phone calls, word of mouth or inquiries. “It takes hours of conversing with farmers and food producers to get them to give us a chance,” says Auclair. “Slowly, farms began to modernize their businesses with websites and emails, so we shifted to that mode.” 

The requirements for market participation remain unchanged, she says. “Vendors must grow at least 70 percent of what they sell. What they do not grow on their own premises should come from within 50 miles of Norfolk or, if approved, labeled with place of origin. Food products from smaller producers must be approved by a licensed, insured facility. Artisans must make or manufacture their products themselves and must be approved by the artisan committee.”

With so many vendors to coordinate, Auclair says it takes a full week to organize one market day. “We keep track of who is coming. We send out reminders, an email newsletter and Facebook posts. On market day our manager arrives at 8 a.m. with her support staff to set up. This is an intense hour and a half.”

Even after the vendors have left, the market crew is still working. Tents need to be put away, signs collected and invoices processed. “It is a three-hour market, but a six-hour day for the market crew,” says Auclair.  

The market has its challenges, the greatest being the need to attract a larger customer base. Auclair understands that Norfolk’s is a niche market, without a sustainable food initiative or state food assistance option that helps other markets thrive. “The customer base we have is more about the farmer’s market experience—buying local, visiting with vendors, listening to music, buying coffee and sweets and having conversations with friends.”

Auclair is proud of the Norfolk Farmers Market. “We have never wavered in our commitment to those who make the market successful and have always received tremendous support from our local officials and the community,” she says.

Hoping to welcome new members to the board, Auclair is happy to share her market wisdom and experience. “Running a farmer’s market is like running a small business. It is a commitment made successful only by those who are devoted to it. Many markets have come and gone over the years, but Norfolk’s has maintained because of the combined efforts of those we have hired and, most importantly, those that volunteer. We need a new generation of market masters who value and appreciate the talents and hard work of our farmers and artisans. Call me or stop by the manager’s table to talk.” 

The Norfolk Farmers Market opens for the season on June 4, from 10 a.m. to 1 p.m.