Executive Summary - Shire of Yarra Ranges

Executive SummaryConclusions from analysis of the data collected from week-end market visits: Few farmers sell at the 10 markets in this review The majority of all ‘food products’ are sold by members of the Yarra Valley RegionalFood Group at a number of different markets The majority of ‘food products’ sold are processed value-add products Few ‘primary’ products are sold at the monthly markets The majority of the markets sell mainly craftsCase StudiesTwo Victorian regional markets, Hurstbridge Farmers Market and Talbot Farmers Marketillustrate the successful ‘pull’ value of a ‘farmers market’ to grow tourism by providing ‘acountry experience’.This model of country tourism could be used to expand some of the markets in YarraRanges.Potential to grow Yarra Ranges tourism using Farmers Markets in a ‘pull’ strategyFive markets should be considered in discussions of growing ‘country experience’ tourismwithin the Shire. All markets have a unique ‘point of difference’ that could be supported toincrease economic activity.These three markets are Grower/Farmers Markets that currently focus on selling food:1. Healesville Organic Farmers Market2. Yarra Valley Regional Farmers Market3. Lilydale Farmers Produce MarketThese two markets are Country/Tourist Markets with a mix of food products and crafts aswell as other activities:1. Mont De Lancey Country Market2. Yarra Valley Food Wine and Craft MarketThe Yarra Valley Regional Farmers Market is currently a local example of an effective ‘pull’strategy located within a countryside tourist attraction.The information in this Report is presenedt in good faith, however errors or omissions do occur. Intrepretations and opinionsare those of the authors, not of Swinburne University of Technology.

1Table of ContentsExecutive Summary 11.0 Part One: Review of the Yarra Ranges Week-end Markets 31.1 Rationale for the Review 31.2 Week-end Markets Review Design 41.3 Stage One: Operator Questionnaire 41.4 Analysis of Operator Questionnaire Data 51.5 Stage Two: Week-end Markets Visits 71.6 Analysis of Week-end Markets Visits Data 82.0 Part Two: Case Studies of Successful Farmers Markets 132.1 Case Study Selection Criteria 132.2 Case Study VFMA accreditation: Hurstbridge Farmers’ Market 132.3 Case Study without VFMA accreditation: Talbot Farmers Market 152.4 Farmers Markets Success Factors 173.0 Part Three: Farmers Market Debates and Futures 183.1 A Brief Review of the Farmers Market Literature 183.2 ‘Authentic’ Farmers Markets in Victoria 183.3 Is there a Future for Farmers Markets in the Yarra Ranges? 193.4 Recommendations to Grow Farmers Markets Tourism in the Yarra Ranges 21Table 1 Market Details: Name, Location, Governing Body, Inception Date, Regularity, Purpose (Q2, Q 14 & 6Q20)Table 2 Identifying Features of Each Market; Market Name, Location, Average Number of Stalls, Purpose 11(consumer perspective) and Type (marketing point of difference) Derived from Comparing Number ofFood Stalls (fresh & processed) with Number of Non-food StallsTable 3 All Responses to Q22. What is the future of Farmers Markets? 20Table 4 Comparison for all Markets of: Total Number of Stalls, Number of Food Stalls, Number of YVRFG 21Stallholders, Number of VFMA Members. Plus Percentage of YVRFG Member Food Stalls at fourMarketsTable 5 Comparison for all Markets: Appropriateness of Purpose (marketing point of difference), Type 23(consumer perspective) and Current Internet Market DescriptionAppendicesA1 Yarra Valley Regional Farmers Market Profile 24A2 Healesville Organic Farmers Market Profile 25A3 Lilydale Farmers Produce Market Profile 26A4 Mont De Lancey Country Market Profile 27A5 Yarra Valley Wine Food & Craft Market Profile 28A6 Kallista Community Market Profile 29A7 Healesville Racecourse Harvest & Craft Market Profile 30A8 Montrose Community Craft Market Profile 31A9 Warburton Community Market Profile 32A10 Upper Yarra Community Market Profile 33A11 Answers to Market Operator Question 23 & Respondents’ Contact Details 34A12 Market Operator Questionnaire 35A13 Food Stall Audit Form (revised) & Questionnaire 38A14 Non-food Stall Audit Form (revised) 39A15 Copy of VFMA Member Circulated Email 40A16 Bibliography 41Acknowledgements:This review would not have been possible without the unfailing assistance of Brent Edwards. Inaddition we are grateful for the time taken by market co-ordinator/managers and all stallholders whoprovided information, opinion and support for this project. Thank-you also to Luigi Zarro and Ian Adaof Yarra Ranges Council, for their assistance with this interesting exploration.

21.0 Part One: Review of the Yarra Ranges Week-end Markets1.1 Rationale for the ReviewA key goal of Yarra Ranges Tourism Policy and Action Plan is ‘Increased visitation, length of stay andimproved experience’. An objective to achieve this goal is to increase and improve the range ofagriculture, food and wine products and services for visitors.There are a number of benefits for both producers and consumers of buying food, especially freshproduce, at the source of production:eliminating packaging, storage and transport reduces the environmental impacts of fooddistribution, particularly energy used and green house gases producedbuying direct gives producers a higher percentage of their returns, eliminating other sectors ofthe supply chainlocal purchasing provides healthy life-style choices for consumers by access to fresh anddiverse produce.A first step to achieve the goal of increasing the range of agriculture, food and wine products andservices for visitors would be to improve the effectiveness of existing Farmers Markets operatingwithin the Shire of Yarra Ranges.However, before improvement is possible current Yarra Ranges farmers markets need to beidentified. A review of existing week-end markets operating in the Yarra Ranges Shire is a first step inachieving this goal. Once Yarra Ranges farmers markets are identified, a second step, assessing thetourist ‘pull’ possibilities of each market, is a necessary precursor to the possibility of improving theeffectiveness of Yarra Ranges Farmers Markets.Initially the Yarra Ranges Economic Develop Unit searched the Internet to obtain details of 11 weekendmarkets operating in the Yarra Ranges. In the event, the Yarra Glen Historic Railway FarmersMarket is currently in abeyance due to extended road works that has limited the number of patrons.Of the remaining 10 markets, only three self-identify as ‘Farmers Markets’: Healesville OrganicFarmers Market, Lilydale Farmers Produce Market and Yarra Valley Regional Farmers Market. Onemarket ‘implies’ a major food product purpose: Mont De Lancey Country Market. Craft markets alsoindicate a focus on food products, though not necessarily on farm produce: Healesville RacecourseHarvest & Craft Market and Yarra Valley Food Wine and Craft Market. However, the major groupingof the week-end markets listed describe themselves as ‘community’ markets: Kallista CommunityMarket, Montrose Community Craft Market, Upper Yarra Community Market and WarburtonCommunity Market, but all indicate the sale of produce.Starting from the premise that produce is probably sold by a farmer, a simple definition of a farmersmarket is one where producers of food are the majority of the stallholders. Are all the markets listedas selling produce farmers markets? The next question is how many of the listed markets providefresh local produce or value-added processed products sold by farmers directly to consumers? In

3order to discover whether or not farmers are selling directly to the consumer, it is necessity to visiteach market. Visiting the markets will allow us to determine if the majority of stalls sell fresh or valueaddedfarm products sold by local farmers.1.2 Week-end Markets Review DesignThe purpose of this review is to produce a report on week-end market activity in the Yarra Ranges.The primary aim of the review is to determine which of the week-end markets have the majority ofstallholders selling their own farm products. This determination will then provide a definition of whatconstitutes a Farmers Market operating in the Yarra Ranges. The second aim of the review is toidentify barriers to, and opportunities for, expansion of Farmers Markets as a ‘pull’ mechanism forenhancing the tourist experience in the Yarra Ranges by increasing visitations and extending stays.A review of 10 week-end markets operating with Yarra Ranges was conducted by the Faculty ofBusiness and Enterprise of Swinburne University of Technology. The review was conducted in threestages.Stage one collected data using the Operator Questionnaire developed by staff of Yarra RangesCouncil (Appendix 14). All 10 market mangers completed the questionnaire via telephone interview(Appendix 12). In addition a number of the market managers added to their initial comments duringdiscussions with review team members who visited the markets.Stage two data collection was through on-site audits of stallholders at the 10 designed markets. Theoriginal audit form, developed by Yarra Ranges, was modified by the reviewers to capture additionaldetails suggested by stallholders and market co-ordinators/managers.A complete audit was limited to stallholders selling fresh produce, value-added processed foodproducts or cooked food from the broader Yarra Ranges region. Both the major product andsubsidiary products were noted, such as cakes and jams (Appendix 13). Stallholders were asked thebasic questions and written material was also collected if available.The review team did an observation only audit of non-food product stalls. This was based on themajority item type, such as books or bric-a-brac. In addition we were able to note educational stalls,entertainment, fund-raising hot-food vendors and the like (Appendix 14).Stage three of the project included a web-based search for two benchmark examples of FarmersMarkets operating in Victoria (see Section 2). These case studies were augmented by historical andcontextual information obtained through a review of academic and government reports into FarmersMarkets, focusing on economic development through tourism (see Section 3).1.3 Stage One: Operator QuestionnaireThe Yarra Ranges Operator Questionnaire had 22 questions with five sub-sets.The first set of questions concerned organisation details (Q1-Q8 & Q14). The second set of questionswass about stallholders (Q9&Q11). The third section related to visitors to the markets (Q15-Q17).Market viability and request for Council support were the fourth set of questions (Q21&Q23). See PartThree, Table 3 for Farmers Markets questions replies and analysis (Q18-Q19 & Q22).

4Two questions about variation were difficult to answer for most of the market co-ordinators/managers.In reply to Q10 asking about the variation of the number of stallholders, they explained that for amonthly market the possibility of rain or another event in the area or the Grand Final could account forthe difference in stallholder attendance. At the same time, the availability of fresh product was a majorfactor and a hail storm in November could affect whether or not fruit was available in April. Craftmarkets have a surge of stallholders in December.Co-ordinators/managers also commented on the question concerning variation of the number of‘customers’ (Q13). As all transactions were with individual stallholders, the number of actualcustomers was not knowable. Thus, in this report ‘patron’ was used to indicate people who attendedthe market, some who may have ‘purchased’ and some who may have been ‘just looking’. In addition,no markets had turnstiles so it was difficult to provide accurate information about the number ofpeople who attended each market. In cases where parking was provided, the number of cars, but notindividuals, could be estimated. In addition, markets in buildings may have made estimation of patronnumbers a bit easier. However, only estimates were possible, thus, comparative data of patronnumbers was not included in the summary below.1.4 Analysis of Operator Questionnaire DataAdditional data collected for the Operator Questionnaire is found in the individual market profiles(Appendices 1-10). An overview of the responses to a majority of the questions is provided in thissection.Operator Questionnaire: Q1 to Q8 & Q14 -- organisational details.Q1: Eight of the 10 markets are governed by a not-for-profit organisation. Only one of the markets isgoverned by a private company: Healesville Racecourse Harvest & Craft Market. One market,Yarra Valley Regional Farmers Market, is one of a variety of activities of a Business Network,Yarra Valley Regional Food Group.Q2: All markets are for community benefit as well as providing an outlet for economic activity throughstallholders. In addition Healesville Organic Farmers Market aims to provide education aboutpermaculture and small chain food supplyQ3 & Q4 & Q5: Seven markets have volunteer market co-ordinators; Healesville Racecourse Harvest& Craft Market, Yarra Valley Food Wine and Craft Market and Kallista Community Markethave paid managers. Only two market co-ordinators, Kallista Community Market andMontrose Community Craft Market, are also vendors.Q6: The length of time markets have been operating is noted in Table 1.Q7: Only three markets, Mont De Lancey Country Market, Warburton Community Market and YarraValley Regional Farmers Market are not on public land owned by, or leased from, YarraRanges Shire Council or VicTrack. The only suburban market is at Lilydale; all other marketsare in or near rural towns or townships as noted in Table 1.

5Q8: All markets operate during the early morning and afternoon (mostly between 8am and 2pm); 8 ofthe 10 markets operate monthly, one fortnightly and one weekly; the day of the week andregularity is noted in Table 1.Q14: Operating expenses are met by all markets through a stallholder fee. Four markets earn moneyspecifically for community projects (parking or entry fee) which include HealesvilleRacecourse Harvest & Craft Market, Yarra Valley Food Wine and Craft Market, Mont DeLancey Country Market, and Lilydale Farmers Produce Market and hot-food stalls at Mont DeLancey Country Market, Lilydale Farmers Produce Market and Warburton Community Market.Table 1: Market Details: Name, Location, Governing Body, Inception Date, Regularity, Purpose(Q2, Q 14 & Q20)Name of market (Location)Upper Yarra CommunityMarket (Yarra Junction)Montrose Community CraftMarketKallista Community MarketYarra Valley RegionalFarmers Market (YeringStation)Healesville Organic FarmersMarketMont De Lancey CountryMarket (Wandin)Warburton CommunityMarketLilydale Farmers ProduceMarketHealesville RacecourseHarvest & Craft MarketYarra Valley Food Wine andCraft Market (Yarra Glen)Governing body – Q1Upper Yarra CommunityMarket IncMontrose CommunityCraft MarketKallista CommunityHouseYarra Valley RegionalFood Group IncMelbourne PermacultureIncMont De LanceyHistorical Museum LtdSt Mary's AnglicanChurch, Warburton3 Rotary Clubs; Lilydale,Montrose & ChirnsideParkCrafts Markets AustraliaPty LtdInceptiondate - Q6198619901996199820042006200620082009(1997-2009 atYarra GlenRacecourse)Yarra Valley Racing Inc 2009Source: Mascitelli, Harfield & Evans 2010 from data collected.Regularity -Q8Bi-monthly:Second &Fourth Sunday(except Holidays)Monthly:Third Saturday(not Jan)Monthly:First Saturday(not Jan; additionalDec)Monthly:Third SundayWeekly:SaturdayMonthly:Second Saturday(not Jan)Monthly:Third SaturdayMonthly:First SundayMonthly:First Sunday(not Jul, Aug;additional Dec)Monthly:First Sunday(not Feb, Jul, Aug;additional Dec)Purpose & purpose is achieved Q2 &Q14 &Q20--provide funds for community groups--provide hobbyists with a outlet--provide community with reasonably priced goods--community awareness of small business--provide an additional retail outlet for producers---place for community to interact--a place where the community can come together--another experience for tourists staying in the area--to stop the day-trippers from driving through--provide a place for YVRFG members to sell goods--members able to view the products of other memberswith the possibility of developing synergies for economicgrowth--provide weekly food for healthy life style and smallcarbon footprint--provide an additional retail outlet for producers usingpermaculture methods--place for community to interact--help support the homestead project--provide another experience for the tourist package--provide an outlet for local producers and maybesynergies--provide support for local economy--provide community and visitors a place to meet andgreet and have a bit of a chat over tea or coffee--provide sellers a place that does not require asignificant outlay of money--community meeting place--business opportunity--fund raising for community--improvement of community facilities--provide a service--a venue that allows an outlet for small producers--make a profit for the company--provide funds for community groups--create community meeting place--help local small business--provide low risk environment for small business startupsOperator Questionnaire: Q9 & Q11 – about stallholders.Q9: The average number of stalls for each market is noted in Table 2; the largest and smallestmarkets are at Healesville; average 300 stalls Healesville Racecourse Harvest & Craft Marketand average 8 stalls Healesville Organic Farmers Market.Q11: Upper Yarra Community Market and Warburton Community Market are the only two marketsthat do not have selection criteria for stallholders. Most of the other markets attempt to avoid

7circle configuration more often seen). A secondhand bookseller has a shop in theCommunity Hall and the Mechanics Hall across the road had stalls selling organic babyclothes and other bric-a-brac. No entry fee.Healesville Racecourse Harvest & Craft Market: Market Visit Sunday 2 nd May 2010Overall impressions: A craft market for an ‘all day family outing’ for both locals and tourists, local freshor processed food is sold in fewer than 1/3 of the stalls.This is big—close to 300 stalls! The owners of this market (Craft Markets Australia) alsorun Red Hill (their original market) Werribbee, Mornington, Flemington and Lardner Park(Drouin). This is a market for the sightseers/tourist with families. There are more crafts &plants than fresh or processed foods for sale. Lots of hot cooked food sold bycommercial vendors, plus entertainment in the extensive food court. It was overwhelmingand we were not sure that visitors could visit all the stalls in the tightly packed rows.Farmers selling fresh fruit and veggies indicated they had more sales at the Yarra GlenRacecourse. The one large veggie stall was isolated from the other stalls. Still there waslots of buying, but didn’t appear to be much interaction between customer andstallholder. Entry and parking fee: $3 per car - $1 is donated to charity.Yarra Valley Food Wine and Craft Market (Yarra Glen Racecourse): Sunday 2 nd May 2010Overall impressions: A large space that needs more stalls and probably time to rebuild itself as amarket.This location was the former ‘home’ of a craft and food market that ran for 12 years, buthas now relocated to Healesville Racecourse. By the time we arrived it had clouded overand the rain that had been forecast all week-end seemed imminent. We arrived aroundlunchtime and near closing time. It is a large space, and thus looked a little forlorn andempty with only a small number of patrons. Apparently this had been a quiet day, but wewere given the impression that it is usually very busy. The lack of patrons and customersprovided an opportunity for us to have longer interviews with the stallholders. The shiftingof some stallholders to the Healesville Racecourse market was part of an opendiscussion and some stallholders were concerned signage had been deliberatelyremoved. Certainly, stallholders were friendly and informative. A larger proportion of localfood products was in evidence, specifically several members of the Yarra ValleyRegional Food Group we were to meet again at Yering Station. Parking/entry fee $3 percar.Healesville Organic Farmers Market (Healesville Historic Railway Station): Market VisitSaturday 8 th May 2010Overall impressions: A market for locals who ‘know’ and ‘care’ about local produce. Looked a littleunder patronised.This is a small weekly produce market, outside the Healesville Historic Railway Station,that specializes in local produce (stallholders are members of the local permaculturegroup). On the day, 7 stalls were selling a variety of seasonal produce, bread, honey,free-range eggs, olives&oil and meat. The average of 8 stalls is because produce isseasonal. The market attracts about 120 regular weekly customers. Families shopping atthe market seemed to be locals chatting with one another and doing their weekly shop;baskets and bags taken to the market as part of the philosophy of saving the earth. Acouple of tourist vehicles drove in while we were there, but did not stop. No entry orparking fees.Mont De Lancey Country Market: Market Visit Saturday 8 th May 2010Overall impressions: The Homestead is a great location, the market is just one of a number ofactivities, but its potential needs to be developed.The market is one of a suite of attractions and activities at a not-for-profit destinationtourist and education site: Mont De Lancey Homestead. Although there are a number ofsigns on the road, we found it was inadequately signposted and easy to miss, both theturnoff and the Homestead entrance. The location provides a panoramic view ofsurrounding farmlands and the museum, the chapel, the grounds and the homesteadbuildings all provide the tourist with something interesting to do and see. There is also arestaurant – Les Chesselles (run by Chris Helleren) offering French fare and Frenchlanguage classes. (Tours of retirees, tourists and school children visit during the week

8providing a stream of visitors.) The market is held in an area surrounded by heritagebuildings housing blacksmiths, wood turners and old vehicles and farm implements. Themarket had a mix of stalls – fresh bread, veggies and meat; preserves and jams,cheeses and wine, some crafts, bric-a-brac and plants. There was a steady stream ofvisitors, but it was not clear if they came for the market specifically. An automobile dealerwas providing gift-packs and exhibiting two new vehicles while pony rides were beingoffered for children. The restaurant and snack-food kiosk appeared to be doing goodbusiness. In addition a ‘troop’ of French and English soldiers and horsemen werepracticing for the Bastille Day Festival in July. Entry/parking fee: gold coin.Montrose Community Craft Market: Market Visit Saturday 15 th May 2010Overall impressions: This is unashamedly a community craft market.Apart from the man selling apples from the back of his ute, a bit of jam, a coffee vendor,2 plant sellers, the local MP and the Lions Club (also offering coffee, tea and biscuits),stalls were offering innovative and not-so innovative crafts. Appears to be an inexpensiveplace to ‘sell your wares’ as a start-up business or a hobby. The location is on thecommunity centre green space opposite the Montrose shops near the large roundaboutleading to Lilydale. There was no sign posted at the roundabout, we would have drivenright through if we were not looking for the market. Easily seen from the main street, butnot the highway. No entry or parking fees.Warburton Community Market: Market Visit Saturday 15 th May 2010Overall impressions: It has limitations due to its size – an eclectic mix of intrepid local and visitorstallholders and patrons.Held in a church hall at the Melbourne end of Warburton. Inside the hall, stallholders soldbooks, hand knitted toys and clothes, plants, rocks/gemstones, bric-a-brac, etc. The onlyfood being sold was for fund raising: cake stall, cake and coffee and the ubiquitouscooked sausage stall. The hall was full of stalls, with a little outside space for plants andthe sausage sizzle. A busy, crowded little market with much chatter and general goodwillfrom both stallholders and patrons. However, there is space for probably up to 4 stalls inthe green beside the church as pointed out by the enthusiastic market co-ordinator. Thiswould certainly make the market more visible from the road. No entry or parking fees.Yarra Valley Regional Farmers Market @ The Barn at Yering Station: Market Visit Sunday 16 thMay 2010Overall impressions: Located at Yering Station, a large modernised historic winery, is well publicisedlocally and internationally, this is a market serious about its local produce and almost all stalls sellfresh or value-add food.This market is organized by, and includes only, members of, the Yarra Valley RegionalFood Group. We met several of the stallholders at other markets, principally at YarraGlen Racecourse. This market is well set out, and all products are professionallypresented in a manner that was cognizant with a particular style. The YVRFG owns thestall tables & cloths & tents to ensure uniformity. Almost all stalls have ‘tastings’ inkeeping with the expectation of a winery cellar door. Many stallholders have been withthis market for a number of years (it began in 1998). Some comments about why theycontinued with the market: “love meeting and talking to people”, “customers are seriousabout their food”, “people are willing to spend a little more”, “love the feeling about beingamong the other stall holders – we barter and get on well”. I didn’t feel that the producewas pricey compared to other farmers markets in Melbourne. Appeared to be two kindsof shoppers: locals (came with their own bags, baskets and backpacks) and tourists(empty-handed or using a YVRFG carrier bag on sale at the front door). Large crowdswere in both the Barn and carpark, as well as throughout the winery grounds andbuildings which include a restaurant & café, cellar door and hotel. Probably attractstourists who are “principally doing the tour of wineries”. The cellar door also sells theYVRFG products and adds to what Yering Station offers on the other 3 weekends. Adefinite ‘day in the country experience.’ No entry or parking fees.Upper Yarra Community Market (Yarra Junction): Market Visit Sunday 23 rd May 2010Overall impressions: A trash & treasure community market.

9No signage was evident from the road and if one didn’t know of its existence, this marketwould be missed. This is a small community market with stalls selling mostly old wares,books, plants, some cheap clothes and some handcrafts with the main purpose offunding raising for local community organisations. Only two stalls with food on offer; areseller of fruit and vegetables and a stallholder selling local raspberries processed intojam and cordials (also sells at Yarra Glen Racecourse). There were about 20 stalls. Ingeneral the wares were not well presented. Judging from the offerings, stallholders wereeither subsidizing their income or perhaps this was their income. One stallholder usesthis market to sell crafts; the interactions with buyers provides feedback on designs thatcan then be sold through other higher-end outlets; an inexpensive and effective form ofmarket research. The Lilydale-Warburton Rail Trail passes alongside the market andboth bikers and locals were stopping and shopping. No entry or parking fees.Lilydale Farmers Produce Market: Market Visit Sunday 6 June 2010Overall impression: A pleasant market for locals to do a regular shop. Easy to get to, good for parking(the state of the carpark surface is a hazard: the clay surface turned to slurry in the rain).Driving toward Lilydale, there was continuing signage (.5x.5m and about 1m off theground) up to the market turnoff. This was a much anticipated visit by the reviewers. aswe expected a farmers market where most stallholders were selling their own freshand/or processed produce. If we had not had to review the market, the wintery weather(cloudy, raining, wet and slippery) may have induced a visit on another day. According tomembers of Rotary, who collect the entry fee, there are normally about 35 stalls (wecounted 25). Indeed most of the stalls offered produce; fresh veal (and hot pies, veal rolls& a Barbie), seasonal fruits & veggies, baked goods including gluten-free cakes, and asmall offering of jams/pickles/honey. The few non-food stalls included soap and droughtloving plants. 14 stallholders were members of the VFMA and displayed the accreditationsigns.Patrons drove or walked to the site through Bellbird Park. The market itself was laid outon either side of a path with sufficient space along the path to wonder freely among thestalls and along the sides the walking trail. The market seemed friendly and a part of thelocal community (we overheard stallholders using first names of customers), andstallholders took time to explain growing methods to first-time shoppers. It appears thatmany stallholders continue to have a stall at this market for the opportunity of directselling; almost everybody who braved the rain came to shop. We saw enthusiasticstallholders and patrons despite the clouds and rain. Products were well displayed andlabelled. The sun did come out, and more patrons arrived, many of whom looked likeregulars; bags in hand. It was easy to imagine crowds of local shoppers on a sunny day.Gold coin entry, no parking fees.1.6 Analysis of Week-end Markets Visits DataBased on the descriptions above, it is clear that not all these markets have a majority of stallholdersselling produce; fresh or processed. Because of the variety found during our market visits, analysis ofthe data collected at the markets has been used to provide categories of markets.We have identified three types of market based on the products for sale by the majority of stalls at anyone market. The designations are based on the actual number of stalls, per type, on the day of thevisit, compared with the average number of stalls estimated by the co-ordinator/manager:Food, Crafts, Trash & Treasure.We have also identified three types of market based on the consumer perspective. Although we didnot interview market patrons, the review team became shoppers at all the markets. We visited eachmarket with the intention of buying. We purchased crafts, bric-a-brac, fresh and processed food aswell as consumed hot & cold food at markets. We accepted free gift-paks and samples products such

10as biscuits, olive oil, bread, jam and relish. As consumers, we conversed with stallholders askingabout their products, and thus feel able to provide a buyers perspective, although the sample size ofthree is tiny. The three market types listed below are based on impressions as outlined above,combined with the data collected by the audit of each market.Market TypeGrowersCountryDefining Features from a Consumer PerspectiveThis market has a majority of stalls selling fresh or processed productsand the stallholders are able to discuss the origin of their products.This market provides an experience of the ‘countryside’ through a mixof stalls with artisan products: foods & crafts with a good sprinkling ofplants and flowers; the market also provides extra activities such aslocal entertainers or demonstrations of craftspeople at work.Community This market is a place where locals gather; and just like a community‘a little bit of this and a little bit of that’ is for sale.Source: Mascitelli, Harfield & Evans 2010 from data collected.Table 2: Identifying Features of Each Market; Market Name, Location, Average Number ofStalls, Purpose (consumer perspective) and Type (marketing point of difference) Derived fromComparing Number of Food Stalls (fresh & processed) with Number of Non-food StallsMarket NameHealesville OrganicFarmers MarketLilydale FarmersProduce MarketLocationHealesvilleLilydale LakePurpose (marketingpoint of difference)Local food shopping/Tourist attractionLocal foodshopping/CommunitybuildingLocal food shopping/Tourist attractionLocal food shopping/Tourist attractionType (consumerperspective)Averagenumber ofstallsNumber offresh foodstallsNumber of alltypes of foodproductsstallsNumber ofnon-foodproductstallsGrowers/Food 8 7 7 2Growers/Food 30 8 18 7Yarra Valley RegionalFarmers MarketYering StationGrowers/Food 40 10 29 2Yarra Valley Food Wineand Craft MarketYarra GlenCountry/Craft 60 4 15 54Mont De LanceyCountry MarketWandin Tourist attraction Country/Craft 20 3 7 17Healesville RacecourseHarvest & Craft MarketHealesville Tourist attraction Supermarket*/Craft 300 7 49 214Kallista CommunityCommunity buildingKallistaMarket/Tourist attractionCommunity/Craft 45 3 5 61Montrose CommunityCraft MarketMontrose Community building Community/Craft 30 2 4 37Warburton CommunityCommunity/Warburton Community buildingMarketTrash & Treasure19 0 2 25Upper YarraCommunity/Yarra Junction Community buildingCommunity MarketTrash & Treasure30 1 2 23Source: Mascitelli, Harfield & Evans 2010 from data collected.*Supermarket is used to distinguish this market; the number of stalls is significantly larger than any other market.Market PurposeTourist attractionLocal food shoppingDescription of the Marketing Point of DifferenceThis market is currently part of a tourist attraction or statesthe market purpose is to attract a specific tourist segment.The majority of stalls at this market sell local fresh andprocessed food products; the majority of patrons are fromthe immediate vicinity.Community building This market is to provide local vendors, producers or startupsan outlet and/or to raise funds for the community.Source: Mascitelli, Harfield & Evans 2010 from data collected.

11The types of market have been linked with the purpose of the individual market as indicated by themarket co-ordinator/manager and our observations at the market. These categories may be used toconsider tourism potential for the Yarra Ranges, because they identify ‘a point of difference’ from amarketing perspective.Yarra Ranges is considering the possibility of Farmers Markets providing an opportunity to growtourism by: increasing visitation, the length of stay and providing an improved experience for tourists.Table 2 clearly shows that the three markets that self identify as Farmers Markets, HealesvilleOrganic Farmers Market; Lilydale Farmers Produce Market; and Yarra Valley Regional FarmersMarket do have a majority of stallholders selling fresh and processed local farm products. Indeed twoof the markets are currently located with tourist attractions. However, not all markets that aim toattract tourist have been identified as Farmers Markets. Two Country Markets, Yarra Valley FoodWine and Craft Market and Mont De Lancey Country Market, have a high proportion of farm productsstalls in relation to the number of craft stalls and have an express purpose of attracting tourists.All other markets have an interest in tourist visits, based on their location, or expressed purpose.However, the lack of a high percentage of producer food stalls indicates a current focus on Crafts orTrash & Treasure. The question of why or why not each of the markets has few producer stalls isbeyond the scope of this review. But as they are currently constituted, these markets could not bedesignated as farmers markets.The five markets identified as Grower/Food and Country/Craft could possibly be used in a ‘pull’strategy for growing tourism in Yarra Ranges.Part two of this Report will provide two case studies of Victorian Farmers Markets that have beenused to increase tourism through a ‘pull’ strategy.Part three of this Report provides an overview of some of the matters for consideration by YarraRanges Council in considering the possibility of farmers markets providing an opportunity to growtourism.

122.0 Part Two: Case Studies of Successful Farmers Markets2.1 Case Study Selection CriteriaBased on both data collected and published materials, two case studies are presented with a view toindicating the barriers that need to be overcome to setup and support a sustainable Farmers Market. 1All information about both markets is from Internet websites as it was assumed most tourists lookingfor a ‘country experience’ would surf the Internet.The case study markets were chosen using a number of criteria. Firstly, these markets are locatedoutside of Metropolitan Melbourne, the location of several successful Farmers Markets. CentralMelbourne markets with prime locations, in highly populated areas, do not provide sufficientcompatibility with the situation of the Yarra Ranges.Second, each case study market has a marketing presence in addition to their local governmentsources of information (online events calendar, newsletters, etc) indicating marketing spend directedbeyond the local community.Finally, both markets are listed on the VFMA webpages and have self-identified as Farmers Markets.However, Hurstbridge Farmers’ Market is accredited by the VFMA, but the Talbot Farmers Market isnot. Is it important to explore this distinction?2.2 Case Study VFMA accreditation: Hurstbridge Farmers’ MarketHurstbridge Farmers’ Market is located in Nilkumbik Shire .“Nillumbik is called the Green Wedge Shire and we are known as the ‘lungs’ ofMelbourne. Our beautiful open spaces and natural treed environment, together with ourfriendly villages, including Eltham, Diamond Creek, Hurstbridge and St Andrews, add tothe lifestyle of the Shire.The Shire of Nillumbik is located less than 25 kilometres north-east of Melbourne, andhas the Yarra River as its southern boundary. It extends 29 kilometres to KinglakeNational Park in the north. The Shire stretches approximately 20 kilometres from thePlenty River and Yan Yean Road in the west to Christmas Hills and the Yarraescarpment in the east.The Shire covers an area of 431.94 square kilometres and has an estimated populationof 60,623 who live in close-knit communities which range from typical urban settings toremote and tranquil bush properties.”Although Yarra Ranges has a population more than twice the size, 146,886, many of the types ofhabitation and much of the topography is similar. Therefore it can be assumed that many of the issuesconcerning, food and tourism are comparable. More importantly Nillumbik shares a boundary withYarra Ranges, and some stallholders at Hurstbridge Farmers’ Market are members of the YarraValley Regional Food Group (who are important stakeholders in Yarra Ranges week-end markets).1 Kuehn, D et al (2000) Considerations for agritourism development Sea Grant, New York.

13The Hurstbridge Farmers’ Market webpages tell us that:“The Hurstbridge Farmers'Market is an ALL WEATHER market. It is held on the firstSunday of every month, excepting January, from 8.30am to 1pm.It is held in Fergusons Paddock in the delightful rural setting of Hurstbridge township.(Melways 185 J8)”An initiative of the Nillumbik Shire Council, the Hurstbridge Farmers Market, is managed by Councilthrough a community based committee of management. This not-for-profit market aims to:1. provide local producers with an opportunity to sell their produce direct to consumers,2. encourage people to eat more fresh produce,3. provide an opportunity for people to learn more about seasonal produce.Thus, a defined purpose of this Farmers’ Market is to provide ‘good food’ options by encouragingshort food miles and supply chain, as well as supporting a healthy lifestyle. The addition of theeducational purpose of the market is significant, as some learning about production is necessary tochange consumer behaviour.The Hurstbridge webpages provide an extensive list of types of foods available at this Farmers’Market indicative of their listed aims.“The market has a range of stallholders from Nillumbik and surrounding regions sellingfree range meats (including pork, beef and buffalo), fresh seasonal fruit & vegetables,olives & extra virgin olive oil, honey, eggs, cheeses, bread, wine, gluten-free productsand a range of specialty produce.”Two other features about this Farmers’ Market are important:1. The establishment of the Market was assisted by funding from Regional Development Victoriathrough its Farmers Market Program”2. “The Hurstbridge Farmers Market is a member of the Victorian Farmers Market Association(VFMA) and is run as an authentic farmers’ market (bold added for emphasis).”The Hurstbridge of the word ‘authentic farmers’ market’ is based on it’s agreement with the definitionof a Farmers’ Market by the VFMA, which is also the accepted meaning by the Department of PrimaryIndustries. The VFMA definition is available on the Hurstbridge website, which assists in educatingboth producers and consumers. It could also be perceived as an important ‘pull’ for tourists wanting a‘country’ experience.The Hurstbridge Farmers Market lets people know it is a member of the Victorian Farmers MarketAssociation and displays the VFMA definition of an farmers market:“… and is run as an authentic farmers’ market. This means that it will be “apredominantly fresh food market that operates regularly within a community, at a focalpublic location providing a suitable environment for farmers and food producers to sellfarm-origin and associated value-added processed food products directly to customers”.Community building in rural areas is important and this aspect is integral to the purpose of theHurstbridge Farmers’ Market. One aim of the Market is to “establish an enjoyable community event’

14and a second is to “raise funds for community purposes.” Market day announcements contain thesedetails “Entry is $2 and all proceeds go to the CFA, the Market’s community partner.” And ofcourse the firefighters turn up in their gear on market day (photos on the webpages).The initial support from Regional Development Victoria that was available for the creation of anaccredited Farmers’ Market, Hurstbridge, may however prove to be a barrier to growth. As well as thepositive points of providing evidence of ‘good food’, VFMA accreditation may also limit the number ofstallholders, because stallholder businesses must be close to Hurstbridge. In addition, therequirement that the Farmers’ Market ‘operates regularly within a community’ may discourageexpansion thus limiting ways of attracting tourists to Hurstbridge. In addition, only buying food at thefarmers market, because crafts and other types of products cannot be sold, may not be sufficientreason to travel into rural Victoria or to stay for any length of time. Tourists ‘from the city’, unlikelocals, probably have greater expectations of a variety of activities for a full country experience thatmoves beyond the limitations of an accredited Farmers’ Market. At the same time, the lack of a statedpurpose for the market to directly grow tourism, may mean the authentic Farmers’ Market atHurstbridge does not consider VFMA accreditation a limiting factor.2.3 Case Study without VFMA accreditation: Talbot Farmers MarketThe Talbot Farmers Market is located in the Shire of Central Goldfields in central Victoria. It is a relatively small shire, area of 1,536 square kilometersand population 12,323. However, like Yarra Ranges, small communities are dotted throughout aproductive countryside.Talbot is considered the southern gateway to the Central Victorian Goldfield, sitting between Ballaratand Bendigo—a 40 minute drive from Melbourne. Tourist attractions for Talbot, population of about500, are listed on the Council webpages. However, the Council link to the Farmers Market leads to anerror message! The Talbot Farmers Market link on the same page leads to an archival site thatprovides a series of ‘stories’ about the market .The market opened in 2004.“Excerpts from Talbot Farmers’ Market Grant Acquital Report in 2004Talbot Farmers’ Market: provides Talbot and district residents with regular access the fresh fruit andvegetables -enables local producers to sell goods directly to consumers is reconnecting consumers with the farming community that surrounds andserves them is fostering community spirit is strengthening the local economy is encouraging visitors to Talbot and its goods, services and tourism attractions,as well as the goldfields’ heritage and history.Talbot Farmers’ Market has become a hallmark for the district and is attracting regularrepeat visits to Talbot. Its success is yet another example of carefully planned andstrategically developed human community capacity building initiatives and firm platformfor Talbot to show how, with a little bit of help, small towns can get back on the map andfocus on quality of life issues.”

15The Talbot Farmers Market opened in the sixth year of the drought as one of a number of initiativesas the town of Talbot ‘reinvented’ itself as a tourist destination. Council financial support for thisvolunteer administered venture was obviously successful as the Talbot Farmers Market was awardedthe 2004 Central Goldfield Shire Community Event of the Year.Five years on, and still winning awards, the Talbot Farmers Market won the best 2009 GoldfieldsTourist Event as noted on the current up-to-date webpages at . The monthlycalendar on these webpages indicates that the Talbot Farmers Market is one of many touristexperiences and events available in the area.“Talbot is at the heart of the Victorian Goldfields and the edge of the Pyrenees wineregion. Come and explore the charming heritage streetscape, shop at one of the state'sleading farmers markets, taste award-winning wines and much more, less than 2hours from Melbourne. This site will help you find out about places to stay, dine andexplore in one of Australia's finest preserved Gold era towns, and learn about Talbot'srich heritage.”The Talbot Farmers Market webpages list the types of products available, with a link to currentproducers, an excellent example of a relationship marketing technique. “Frank Farrinder sells blackRussian tomatoes, melons, grapes and other fruit and vegetables in Scandinavian Crescent oppositeSlightly Bent book shop.” Photos accompaning the text show luscious looking food and the stallholderworking hard on market day.“On market day over 100 stallholders set up in Talbot's historic precinct, alongScandinavian Crescent and surrounding streets. On offer is farm fresh organic fruit andvegetables, honey, wine, pasta, puddings, olives, organic meat, continental cakes, localflaxseed oil, home made cheeses, live produce, plants and more.”Talbot Farmers Market may not be ‘authentic’ because it is not accredited by either the AustralianFarmers Market Association or the Victorian Farmers Market Association. At the same time, theVictorian Farmers’ Market Association provides a calendar of markets in Victoria. Most of the marketsdo not have VFMA accreditation, but many of them self-identify as a Farmers Market, including theone at Talbot.“Talbot Farmers MarketRegion: GoldfieldsNext Market: Sun, 20 Jun, 9:00 am - 2:00 pmWhere: Talbot Historic Precinct, Scandinavian Crescent, Talbot, VictoriaPhone: 54632001Email: talbotfarmersmarket@bigpond.com”Talbot doubles in size on market day, attracting 1000 visitors, thus being successful in meeting theirgoal of ‘encouraging visitors to Talbot’. Market day includes other festivities such as buskers,community sausage sizzles and special events in the local shops. In addition, a craft market is locatedin the Town Hall area ‘around the corner’ from the Farmers Market. This country market is obviously aday out for farmers and consumers.

16Keeping the crafts, entertainment and other ‘non-food’ stalls and activities separate from the produceis a major concern for ‘authentic’ farmers market according to the VFMA, which can be perceived as abarrier to growth.The hamlet of Talbot has found a way to provide the ultimate country experience; a Farmers Marketwith a mix of activities for the whole family. The ‘pull’ of the market has provided opportunities to growtourism through complementary economic growth as noted on the webpages. Heritage locations andFarmers Markets are clearly a successful ‘fit’ for enticing tourists to spend ‘a day in the country’.2.4 Farmers Markets Success FactorsIf we compare the case studies, we find five Success Factors for both the Hurstbridge Farmers’Market and the Talbot Farmers Market located in country townships:1. Government support for start-up2. A local group of producers committed and willing to organise a market3. A strong philosophy for good food production and consumption4. Market day linked to a community building purpose5. The market in a location that encourages a ‘pull’ for other tourist activities.As noted in the two cases studies, ‘farmers markets’ can be a successful ‘pull’ strategy for ruralcommunities, especially if presented as a country/heritage experience for ‘city folk’. The touristnumbers provide stability and viability for local producers and consumers. These opportunities foreconomic growth need to be considered with to a major barrier to growth, the perception that acountry experience must be ‘authentic’.However, the issue of branding are not straight forward when using Farmers Market or ‘authentic’.Part three outlines some of the current debates.

173.0 Part Three: Farmers Market Debates and Futures3.1 A Brief Review of the Farmers Market LiteratureThe ownership of ‘authentic farmers markets’ is being discussed around the world. 2 Worldwide, thenumber of small farmers is increasing, as rural areas become more populated. Many of these farmersare concerned with ‘green’ methods of production based on philosophies that include practices for thesafety of food, the health of individuals and environmental sustainability. Economic viability isimportant, but is perceived as part of a wholistic view of the food chain. 3These views and concerns are the basis of the desire of food producers to connect directly with theircustomers by retailing at markets. 4 Local markets for local products also limit the distance foodtravels, thus retaining freshness and limiting the carbon footprint of both producers and consumers. 5The question is how to ensure that both producers and consumers are able to engage in these ‘goodfood’ practices.As a more educated population focuses on health and longevity, for a growing number of consumers,buying food has become more than an economic exchange. Engagement with producers is a maximof good food practices, and much of this interaction takes place at markets. For the most part inVictoria, this means organized week-end markets. Although the number of such markets is notpresently known, one events portal, Whitehat, claims about 400 in Victoria..As the trend of direct retailing of farm products expands, issues of quality and safety become issuesof reliability. The traditional method for providing consumers and producers with reliability is a definedstandard. Standards and processes go hand in hand and evidence of meeting accepted standards isusually a form of ‘accreditation’.3.2 ‘Authentic’ Farmers Markets in VictoriaIn Victoria, the Victorian Farmers Market Association has developed a series of processes for thedevelopment and continuation of Farmers Markets. The Victorian Department of Primary Industries(2003 A Guide for Establishing Farmers’ Markets in Victoria) has accepted the AFMA & VFMAdefinition of what constitutes a farmers market. Indeed, one important aim of the AFMA is “To defineclearly the concept of an authentic farmers’ market and facilitate the development of this model in thecities and regions of Australia.”2 Smithers, J & Joseph, AE (2009) The trouble with authenticity: separating ideology from practice at the farmers’ market Agriculture and Human ValuesDOI 10.1007/s10460-009-9250-5 published online November 20.3 Connell, DJ et al (2008) Farmers’ markets and the ‘good food’ value chain: a preliminary study Local Environment 13(3):169-85.4 Kirwan, J (2006) The interpersonal world of direct marketing: examining conventions of quality at UK farmers’ markets Journal of Rural Studies 22:301-12.5 Feagan, R et al (2004) Niagara region farmers’ markets: local food system and sustainability considerations Local Environment 9(3):235-54.

18However, the desire to ‘distinguish the concept’ of a farmers’ market as special and different fromother types of markets may be a lost cause. Currently the AFMA & VFMA do not appear to have thepower to stop organizations using the words Farmers Market or the use of the phrase ‘authenticFarmers Market’. As indicated in the case studies, one market has accreditation and the other doesnot, but both use Farmers Market to brand their product. Clearly the ‘standards that the communityexpects to be upheld in genuine farmers'markets’ is variable. Indeed, the AFMA website currentlylists two ‘genuine’ farmers markets in the Yarra Ranges Mont De Lancey and Yarra Valley RegionalFarmers Market. (The disclaimer concerning accuracy not withstanding.)Yet, during this review we have found only three of the markets make a claim to ‘farmer’ in namingtheir market (that does not include Mont De Lancey Country Market). Neither the Lilydale FarmersProduce Market nor the Yarra Valley Regional Farmers Market indicated that they are ‘authentic’, asthey are not VFMA accredited Farmers Markets at present.The Healesville Organic Farmers Market claim ‘authenticity’ as producers of pesticide free foodproducts. 6 Farmers and producers of organic products do have difficulty with the current VFMA claimto ownership of ‘authentic’ farmers markets. Their argument is that production processes for ‘goodfood’ are more important than the location of the farm in relation to a market. However, organics areonly one of a range of production process such as permaculture and biodynamics which focus on theproduction of ‘authentic’ food.Thus any discussion of ‘authentic’ farmers markets is bound to highlight impediments andopportunities for the creation and expansion of farmers markets in Yarra Ranges.3.3 Is there a future for Farmers Markets in the Yarra Ranges?Question 22 of the Operator Questionnaire asked “What is the future of Farmers Markets?” Table 3provides a summary of the market co-ordinator/managers’ comments.Two co-ordinator/managers think there are already too many Farmers Markets. The rest believe thatFarmers Markets should continue to grow. However, it appears that the question has been answeredfrom a number of perspectives. The responses may refer to the sustainability of farmers marketscurrently operating in Yarra Ranges, Victoria, or anywhere. In addition, the replies could beconsidering the opportunity for new farmers markets in any location. Therefore these answers aredifficult to interpret.6 Stagl, S (2002) Local organic food markets: potentials and limitations for contributing to sustainable development Empirica 29:145-62.

19Table 3: All Responses to Q22 What is the future of Farmers Markets?Name of MarketQ22 What is the future of Farmers Markets?Yarra Valley Regional Food Group is good because of the reputation of excellent localYarra Valley Food Wine and Craftproduce; popular with city people out for the day; thriving markets speak for themselves asMarketsuccesses.Healesville Racecourse Harvest & Continued growth, it appears that customers want to shop at these kinds of venues.Craft MarketF M will thrive because they support buying local and making contact with locals andKallista Community Marketvisitors; good networking for the exchange of local food information.Healesville Organic Farmers Currently, too many; need weekly FM in rural towns to lessen the food miles.MarketMont De Lancey Country Market Room for them all.Future looks goods because more people are looking for local and healthy food withinMontrose Community Craft Markettheir own communities.Warburton Community MarketYarra Valley Regional FarmersMarketLike to see them grow.Currently too many; at issue is the use of 'Farmers Market' label which effects both theestablished and the new markets; FM should grow for tourists and to ensure sustainabilityfor markets; healthy lifestyles for both the peri-urban and metropolitan dwellers issupported by country FM.Upper Yarra Community Market They will continue to grow.FM only as good as the stallholders; we need stallholder so it is important to make it easyLilydale Farmers Produce Market for them to do business; stallholder then help educate others about healthy lifestyles andsmall carbon footprints by buying locally grown and produced products.Source: Mascitelli, Harfield & Evans 2010 from data collected.Another way of indicating that Farmers Markets have a future is to be aware of the possibility ofgovernment grants. As noted in section 2.4 government financial support is available for thedevelopment and expansion of Farmers Markets.Q18 & Q19 of the Operator Questionnaire asked about grants for Farmer Markets. Four of the coordinator/managersdid not know grants were available for the establishment and expansion ofFarmers Markets. And only five respondents thought they would be interested in applying, if they wereeligible. These results reflect the current status of the markets in this review; the gap between selfidentifiedFarmers Markets, Country Markets and the Craft/Trash & Treasure markets.One group of producers have been providing farm fresh and value-added products since 1998 at aFarmers Market, the first in Victoria. The Yarra Valley Regional Food Group, as Table 4 shows,continue to be the most active week-end market food sellers in the Yarra Ranges (based onmember/product names on their webpages http://www.yarravalleyfood.com.au and ‘Discover A Placeof Hidden Delights, 7 th edition’ published by the YVRFG). Members are stallholders at four markets asshown in Table 4. (some indicated they also were stallholders at Lilydale Farmers Produce Market,but on the day we visited none were in attendance). In addition, a significant number of YVRFGmembers are also members of the VFMA, but their Farmers Market does not have accreditation of‘authenticity’ from the VFMA. However, exploring this choice by the YVRFG is beyond the scope ofthis study (Appendix 15 is a copy of an anonymous email outlining some VFMA issues which maycontribute to this discussion).

20Table 4: Comparison for all Markets of: Total Number of Stalls, Number of Food Stalls, Numberof YVRFG Stallholders, Number of VFMA Members. Plus Percentage of YVRFG Member FoodStalls at four MarketsName of MarketTotal stallson the dayNumber offood stallsNumber ofVFMAmembersNumber ofYVRFG memberfood stallsYVRFGmember-foodstallsYarra Valley Regional Farmers Market 31 29 16 29 100 %Yarra Valley Food Wine and Craft Market 69 15 5 10 67 %Mont De Lancey Country Market 24 7 0 2 29 %Healesville Racecourse Harvest & Craft Market 263 49 5 12 25 %Lilydale Farmers Produce Market 25 18 14 0Montrose Community Craft Market 41 4 1 0Kallista Community Market 66 5 0 0Healesville Organic Farmers Market 9 7 0 0Warburton Community Market 27 2 0 0Upper Yarra Community Market 25 2 0 0Source: Mascitelli, Harfield & Evans 2010 from data collected.3.4 Recommendations to grow Farmers Markets tourism in Yarra RangesThe discussion of what names should be used for week-end markets that sell local goods, can onlybe decided by experienced market managers and stallholders. However, clearly the attraction forvisiting the countryside or bush, has a long history. 7 The majority of the market co-ordinator/managersin this review appear to support growth of the sector. As has been shown in the case studies, farmersmarkets can be used effectively as a ‘pull’ strategy.It would seem logical that if more visitors travel to Yarra Ranges, more will stay longer. It then remainsto consider how to improve their experience. Throughout this report we have used ‘country’ whenreferring to an experience relating to the ‘perception’ of the countryside as being different from a placethat provides a variety of leisure activities. Thus we suggest development of both the FarmersMarkets that focus on food, and the Country Markets that focus on leisure activities. These marketswarrant consideration as possible sites for implementation of a ‘pull’ strategy for Yarra Ranges.Many of these markets appear to exhibit the five Success Factors related to both Hurstbridge FarmersMarket and Talbot Farmers Market:1. Government support for start-up2. A local group of producers committed and willing to organise a market3. A strong philosophy for good food production and consumption4. Market day linked to a community building purpose5. The market in a location that encourages a ‘pull’ for other tourist activities in a Shire.Each of the Grower/Food and Country/Craft designated markets could become the centre of a ‘pull’strategy to implement the current tourism goals of the Council. In addition this would provide the basisof a discussion with the week-end market managers concerning sustainability, authenticity and7 Roberts, L & Hall, D (2004) Consuming the countryside: marketing for ‘rural tourism’ Journal of Vacation Marketing 10(3):253-63.

21barriers to growth. 8At the same time it is important to remember that successful tourism is based on a ‘point ofdifference’, and the unique features of each market will require a specific tactic rather than a generalstrategy.However, one general strategy for the Council is a well maintained Internet presence providingaccurate information about each of the Yarra Ranges week-end markets. Table 5 provides a sampleof the ways individual week-end markets are presented on the Internet. However, some of thisinformation is based on reviewers and some on advertising. Indeed the Yarra Ranges EventsCalendar is inaccurate and incomplete. All markets deserve some support from the Shire as they doprovide economic activity and community funding. An online market calendar would be a good firststep.8 Cawley, M & Gillmore, DA (2008) Integrated rural tourism: concepts and practice The Annuals of Tourism Research 35(2):316-37.

22Table 5: Comparison for all Markets: Appropriateness of Purpose (marketing point ofdifference), Type (consumer perspective) and Current Internet Market DescriptionMarketNameHealesvilleOrganicFarmersMarketYarra ValleyRegionalFarmersMarketLilydaleFarmersProduceMarketMont DeLanceyCountryMarketYarra ValleyFood Wineand CraftMarketHealesvilleRacecourseHarvest &Craft MarketKallistaCommunityMarketMontroseCommunityCraft MarketWarburtonCommunityMarketUpper YarraCommunityMarketPurpose(marketingpoint ofdifference)Local foodshopping/TouristattractionLocal foodshopping/TouristattractionLocalshopping/Community buildingTouristattractionTouristattraction/Localfood shoppingTouristattractionCommunitybuilding/TouristattractionCommunitybuildingCommunitybuildingCommunitybuildingType(consumerperspective)Growers/FoodGrowers/FoodGrowers/FoodCountry/CraftCountry/CraftSupermarket/CraftCommunity/CraftCommunity/CraftCommunity/Trash &TreasureCommunity/Trash &TreasureSource: Mascitelli, Harfield & Evans 2010 from data collected.Description of market on the Internet in May 2010 (some of the markets are represented on theInternet only through reviews of markets by a third party)A major project of the YVPG is the Organic Farmers Market at the Healesville Railway Station, runin conjunction with the Yarra Valley Tourist Railway. The market was established in 2004 to improvelocal food security by providing an outlet for local organically-grown produce, encouragingsustainable small-scale enterprises, a fresh food supply for the local community and a venue forgrowers and consumers to meet. The annual birthday of the Market is celebrated at the AutumnEquinox with an Autumnfest where regular stallholders are joined by various Permaculture groupsand other community environment groups. The Market's motto is "Think Global, Eat Local - keep yourdollars in the Yarra Valley"In line with the world's fastest growing food trend for seasonal fresh produce the inaugural YarraValley Regional Farmers Market was held in March 1998. The concept has been an outstandingsuccess for regional producers, for local consumers and for visitors, many of whom come to theYarra Valley specifically to check out the region's growing reputation for exceptional and exciting foodand wine. Held in the historic barn at Yering Station on the third Sunday of each month, the market isa lively place with food tastings, lots of chatter, tantalising aromas and a visual feast of foods, flowersand flavours. In addition to an extensive selection of fresh seasonal fruit and vegetables you will findamong the stalls mouth-watering biscuits, fresh-ground coffee and beans, unusual jams, preservesand sauces, honey, buffalo sausages, delectable chocolates, ice-cream, fruit vinegars, home-madepasta, locally baked bread, free-range eggs, a fantastic range of lavender products from handcreamsand bodysprays to furniture wax ... and, as they say ... much, much more! Today it isVictoria's longest running monthly market which gives you the chance to buy direct from the grower,producer or maker, and, importantly, that it doesn't have "food miles" on it - that it wasn't made 10weeks ago and that it hasn't come thousands of miles across the ocean. Discover delicious suprises,goodies and gifts for all your family and friends under the one roof. Join in the fun of a traditionalindoor village market held all year round in the Barn at Yering Station, Melba Highway, Yarra Glen.Lilydale Farmers Produce Market featuring farm fresh produce, variety fresh foods.Mont De Lancey Country Market will provide a unique personal encounter with the makers andgrowers of quality regional products. In a heritage setting which provides a true country marketenvironment, the Mont De Lancey Country Market will celebrate all things fresh! Mont De Lanceybrings together some of the best and most unusual produce and products available and allowsvisitors to chat with the growers, producers and winemakers.The Yarra Valley Food, Wine & Craft Market is held at the Yarra Glen racecourse in the heart of theYarra Valley. Under an hour’s drive from Melbourne, the Yarra Valley is famous for its fresh food,wine, craft and breathtaking scenery. The markets offer quality products and produce presented in arelaxing friendly environment. You can browse the numerous stalls looking for that unique gift orhandmade treasure and then relax under a tree with a coffee and some delicious Yarra Valley fare.Add to your Yarra Valley Food, Wine & Craft Market experience by combining it with a Yarra Valleyday visit or weekend getaway.Our philosophy is simple, everything sold at our markets has to be fresh, good value and above allgreat quality. It’s been the careful selection of stallholders with high quality crafts, wares and producethat has given these markets the reputation they richly deserve.Homemade, handmade and homegrown crafts and produce. A dynamic, busy market with somethingfor everyone. Enjoy lunch or just a coffee with a range of choice from the various food stalls.The best home made, home grown and home produced.All weather market. Lots of interesting stalls including arts & craft, organic/fair trade products, honey,plants, local food, cakes and Frank’s sausage sizzle.The Market donates to the SES, Fire Brigades, Ambulance and other community groups.

23 PROFILE (data from questionnaire and site visit)Market NameYarra Valley Regional Farmers MarketGoverning bodyYarra Valley Regional Food Group IncType of organisationBusiness NetworkURL Internet homepagewww.yarravalleyfood.com.auInception data 1998RegularityMonthly: Third SundayPurpose (interview of Market Manager)provide a place for YVRFG members to sell their productsmembers able to view the products of other members with the possibility ofdeveloping synergies for economic growthLocationRural Area: Private landNearest townYarra GlenSite visit date 16 May 2010Category of marketGrowers/FoodThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 32%Site visit: % of processed local farm products stalls* 87%Site visit: % of local plants & cut flower stalls 3%Site visit: % of non-farm product stalls 6%Number of Yarra Valley Regional Food Group Members 31 of 31 total number of all types of stalls at this marketSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Yarra Valley Regional Farmers Market Visit 16 May 2010Points of interestImpressionsThe location of the market is a well advertised international destination hotel/events centre/winery. The Yarra ValleyRegional Food Group rent the Barn on the winery property so the market is one of a suite of activities available toLocationvisitors.SignageParkingEase of movementPotential customersWe saw signs posted on the highway and the entry to the Winery was well marked.Luckily we arrived early as the parking on site is limited and by time we left a very busy ‘car waiting’ car park situation.Very crowded between the stalls for people to walk, especially for prams.Some locals come to shop (they bring their own bags, baskets and backpacks), but the majority of the potentialcustomers are tourists. The Market Manager estimated 1200-2000 people visit each market day.Market mixThe majority of the stalls were selling processed goods.Four stalls were solely selling fresh local produce (2 veg 2 fruit). One wholesaler was also selling fresh produce. LocalRetail farm products meat also sold.The majority of the stalls were selling processed goods in with very sophisticated packaging. Almost all stalls hadprinted information about the product, producer and available methods of purchase. This market was obviouslytargeted at long-term customers as almost all stalls had tastings and product pitches. Many of the products are alsoProduct presentation sold in the Yering Station Shop that is located next to the wine tasting and café.No places to sit and eat at the Market. Restricted eating so that patrons will use the Yering Station restaurants andFood court facilities cafes.Community educationalstallsNone.9am and a number of stallholders still setting up; a steady trickle of customers, by time we had completed ourActivityinterviews large crowds were ‘swarming’ all over the Station.A number of the stallholders had been interviewed at other markets, but most stopped to chat and add to previousOpenness to research data. All positive about the market.

24 PROFILE (data from questionnaire and site visit)Market NameHealesville Organic Farmers MarketGoverning bodyMelbourne Permaculture IncType of organisationNot-for-profitURL Internet homepagewww.permaculturemelbourne.org.auInception data 2004RegularityWeekly: every SaturdayPurpose (interview of Market Manager)Provide weekly food for healthy life style and small carbon footprintprovide an additional retail outlet for producers using permaculture methodsplace for community to interactLocationRural Town: VicTrack landNearest townHealesvilleSite visit date 08 May 2010Category of marketGrowers/FoodThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 88%Site visit: % of processed local farm products stalls* 66%Site visit: % of local plants & cut flower stalls 0%Site visit: % of non-farm product stalls 22%Number of Yarra Valley Regional Food Group Members 0 of total number 7 stalls selling fresh produce & processed farm productsSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchHealesville Organic Farmers Market Visit 08 May 2010ImpressionsThe market is in the parking lot of the historic train-station; this means that tourists and the volunteers meet in thesame place.Visible signs posted on the main road and turnoff.The market takes up much of the parking space; limited and an issue.Lots of room between the stalls for people to walk.The market is weekly, so local weekly shop and tourists meet. The only customers seemed to be the locals. I saw 3 or4 tourists drive in and drive out. Located in the tourist precinct.Only one stall selling crafts. Advertised as an Organic market; all other stalls selling fresh or processed food.A mix of fresh produce and product; bread and veggies olive oil and fruit; organic meat.Very basic and focused on selling food. Processed food well packaged and labelled.The old waiting room of the Train station is used as an eating place; coffee machine and sandwiches and cold drinks;table and chairs plus tourist information and railway society bric a brac and preserves and free range eggs for sale.Information in the railway station.10 am, 10 stallholders set up and when we left at 11:00 slow trickle of ‘regular’ customers.All the people I spoke with were interested in sharing some ideas, issues; all positive about the market.

25 !"PROFILE (data from questionnaire and site visit)Market NameLilydale Farmers Produce MarketGoverning bodyRotary Clubs of Lilydale, Montrose & Chirnside ParkType of organisationNot-for-profitURL Internet homepagehttp://home.vicnet.net.au/~lilydale/Inception data 2008RegularityMonthly: First SundayPurpose (interview of Market Manager)community meeting place; business opportunity for local producers; fundraising for community; improvement of community facilitiesLocationSuburban; Council, Bellbird ParkNearest townLilydaleSite visit date 6 June 2010Type of marketGrower/FoodThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 44%Site visit: % of processed local farm products stalls* 61%Site visit: % of local plants & cut flower stalls 14%Site visit: % of non-farm product stalls 28%Number of Yarra Valley Regional Food Group Members NoneSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchLilydale Farmers Produce Market Visit 6 June 2010ImpressionsThe market is on a grassy knoll next to the parking lot in Bellbird Park. Access is also via the path around the lake.We travelled to Lilydale via Canterbury Rd and found small but numerous signs, including entrance to the carpark.Rotarians guiding people in and out of the parking area which was dangerous, slippery, rain soaked clay. Some carsdrove in and out; can only assume the occupants did not want to hazard the trip through the puddles and mire. Mudand puddles may a reality in the country, but it is not good for business with suburban expectations.The stalls were set out in two configurations; 2 rows with lots of room in between on the grassy knoll (like a villagegreen) and along either side of the Park walkway.Lots of stallholder interaction- coffee lady returned with a basket of products, bags of big oranges in stalls, etc.Numbers of patrons constant, and all appeared to be doing their regular shop; stallholders said customers aremostly locals with few tourists stopping for a browse.Need VFMA membership to have a stall, thus majority of stalls with farm products and VFMA logo displayedthroughout the market; three hot food stalls including the veal seller setting up a barbie and selling pies; three or fourinteresting non-food products including specialist pet food, the necessary grey water-plant friendly soap, and droughtplants-all fitting in well with a farmers market.Easy to find all the products for a good food shop of the basic essentials; meat, pasta, olives&oil, wine, cheese,conserves, bread, cakes, eggs, honey, spuds, variety of veggies, seasonal fruit. (a number of stallholders did notcome—because of the rain?)Well labelled products and stalls signed with company name, lists of products available and some written materials.The Rotary clubs fund-raising sausage sizzle had a few tables and chairs under cover; needed on this cold rainyday.NoneArrived at 9 am in the rain; it continued to rain lightly and the sun did break through before we left. A steady streamof cars, people, and walkers. Lots of interaction between customers and stallholders; a steady and growing numberof patrons; busy, friendly, village feel.The stallholders were forthcoming in their views and were keen to provide opinion over and above the answers forthe review form.

26# $ %"PROFILE (data from questionnaire and site visit)Market NameMont De Lancey Country MarketGoverning bodyMont De Lancey Historical Museum LtdType of organisationNot-for-profitURL Internet homepagewww.montdelancey.org.auInception data 2006RegularityMonthly: Second SaturdayPurpose (interview of Market Manager)help support the Mont Del Lancey Homestead projectto provide another experience for the tourist packageto provide an outlet for local producers and maybe synergiesto provide support for local economyLocationRural: historic trustNearest townWandinSite visit date 08 May 2010Type of marketCountry/CraftThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 13%Site visit: % of processed local farm products stalls* 33%Site visit: % of local plants & cut flower stalls 8%Site visit: % of non-farm product stalls 74%Number of Yarra Valley Regional Food Group Members 2 of total number 7 stalls selling fresh produce & processed farm productsSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchMont De Lancey Country Market Visit 08 May 2010ImpressionsThe location of the market is on the grounds of a heritage property that sits on top of a hill that appears to be on atourist trail. Volunteers operate the homestead and some wander around in period costume.We saw signs posted on the highway, the turnoff did not have a sign posted and we drove back and forth looking forthe place. Too many roads leading to the place and then the gate sign was set back and not easy to see.Lots of parking.Lots of room between the stalls for people to walk (like a village green).The location of the homestead is among a number of other tourist properties, but out of the way for the locals.The majority of the stalls were crafts, and the turners and blacksmiths were creating product in the workshops. Also acakestall for the local school beside an organic baker. Majority crafts.Only one large produce stall; not a farmer but a wholesaler; a small number of speciality food producers; wine,preserves, meat, bread.Some stalls are housed in original outbuildings; the black smiths and wood turners in the old vehicle shed. Thesebuildings make a kind of village green where other stalls are set up. The setting provides a country flavour and allproducts well labelled with brochures.A restaurant on site with outdoor tables chairs and umbrella; the heritage property has a well tended garden withmany benches and a gazebo. Food sold in the restaurant (the old milking shed that also houses the museum). Snackfood & barbie run by the Homestead volunteers.None in evidence; a local school had a stall both to raise funds and to give the school some publicity.12pm, lots of stallholders and a steady sprinkle of customers; the market may have been busier earlier in the day.All the people I spoke with were interested in sharing some ideas, issues; all positive about the market even thoughthere did not appear to be an excess of patrons on this bright sunny day.

27& ' ( %)PROFILE (data from questionnaire and site visit)Market NameYarra Valley Food Wine and Craft MarketGoverning bodyYarra Valley Racing IncType of organisationNot-for-profitURL Internet homepagewww.yarravalleymarket.com.auInception data2009; but another market was in this location for 12 yearsRegularityMonthly: first SundayPurpose (interview of Market Manager)to create community meeting placehelp local small businessprovide low risk environment for small business start-upsLocationRural Township: Council landNearest townYarra GlenSite visit date 02 May 2010Type of marketCraftThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 9%Site visit: % of processed local farm products stalls* 23%Site visit: % of local plants & cut flower stalls 5%Site visit: % of non-farm product stalls 78%Number of Yarra Valley Regional Food Group Members 11 of total number 15 stalls selling fresh produce & processed farm productsSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersProduct mix Majority crafts; 2/3.Retail farm productsYarra Valley Food Wine and Craft Market Visit 02 May 2010ImpressionsThe location of the market is on the grounds of the local racecourse. Stalls start just outside of the one entrance andsome are under cover.We saw signs posted on the highway, but we saw a large empty racecourse from the road and wondered if we were inthe right place. The turnoff was sign posted and once we turned off we saw that the market was obscured by thegrandstand.Lots of parking outside of the racecourse.Mainly under cover and paved surface; lots of room between the stalls for people to walk.The day was very cloudy and predictions of rain seemed to keep the crowds away. One stallholder said it is usually fullof people, but that is markets; another stallholder claimed that the market signage had been taken down by rivalmarkets.Only one large produce stall; not a farmer but a wholesaler. A number of speciality stalls, breads, wine, candies, etcProduct presentation Products labelled and some print material available.Plastic tables and chairs used by families and friends with life singers or recorded music. A number of friendly hot foodFood court facilities providers and one grumpy coffee man. Included a real pizza stone oven! We had a lovely paella for $5.Communityeducational stalls None in evidence.12pm, lots of stallholders and very few customers; the market was virtually empty except for the stallholders. Late inActivitythe day; rain forecast; grey and gloomy.All the people I spoke with were interested in sharing some ideas, issues; all positive about the market even though weOpenness to research saw few patrons, most of the stallholders told us there were usually crowds.

28*+% "PROFILE (data from questionnaire and site visit)Market NameKallista Community MarketGoverning bodyKallista Community House IncType of organisationNot-for-profitURL Internet homepagewww.kallistacommunityhouse.org.auInception data 1996RegularityMonthly: first SaturdayPurpose (interview of Market Manager)a place where the community can come togetheranother experience for tourists staying in the areato stop the day trippers from driving through KallistaLocationRural Town: Council landNearest townKallistaSite visit date 01 May 2010Category of marketCommunity/CraftThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 5%Site visit: % of processed local farm products stalls* 9%Site visit: % of local plants & cut flower stalls 11%Site visit: % of non-farm product stalls 92%Number of Yarra Valley Regional Food Group Members NoneSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchKallista Community Market Visit 01 May 2010ImpressionsThe location of the market is on the grounds of the town Community House. The atmosphere is one of people comingtogether to chat and shop or just have a cup of coffee; very casual and interactive.None on the main street, had to ask a local. One of the stallholders discussed this recurring issue.The stall holders appeared to park on the street and left the parking in the parking lot for patrons, but this is an issue.Lots of room between the stalls for people to walk.Multiple entries: all have stalls which spill out into the street which was inviting. Locals bring their bags, but touristsaccommodated in B&Bs close to Kallista also visit.Almost all crafts.Only one large farmers produce stall; a non-certified organic business. One small stall selling small amounts ofmiscellaneous produce; chestnuts, rhubarb, spuds; from his back yard.Most of the stalls had well presented product with labels and written material; a number of outlets to promote classes.Wooden tables and benches used by families and friendsTwo or three ‘causes’ stalls with volunteers: Landcare, Amnesty International.9am, lots of stallholders setting up and when we left at 10:30 lots of customers; the place was buzzing.All the people I spoke with were interested in sharing some ideas, issues; all positive about the market.

29,"( %)PROFILE (data from questionnaire and site visit)Market NameHealesville Racecourse Harvest & Craft MarketGoverning bodyCrafts Markets Australia Pty LtdType of organisationPrivate for profitURL Internet homepagewww.craftmarkets.com.auInception data2009; at Yarra Glen Racecourse for previous 12 yearsRegularityMonthly: first SundayPurpose (interview of Market Manager)to provide a servicea venue that allows an outlet for small producersto give to the communityLocationRural Town: Council landNearest townHealesvilleSite visit date 02 May 2010Type of marketCraftThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 3%Site visit: % of processed local farm products stalls* 22%Site visit: % of local plants & cut flower stalls 6%Site visit: % of non-farm product stalls 81%Number of Yarra Valley Regional Food Group Members 10 of total number 49 stalls selling fresh produce & processed farm productsSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Healesville Racecourse Harvest & Craft Market Visit 02 May 2010Points of interestImpressionsLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunityeducational stallsThe location of the market is on the grounds of the local racecourse.We saw signs on the highway. The turnoff was clearly sign posted.Only one option into the car park which was huge, with lots of attendants. Only one way out with clear signage ofdirection. Defined entry points into the stall area from the car park.Limited room between the stalls for people to walk so as the crowds and the number of buggies grew, it was harderto browse.Very large car park; this market owned by a market management company that has 6 markets in Victoria. Heavyadvertising; people appear to be day trippers or having a family outing as few bring their own bags, lots of prams.Created for a day out shopping. The market is broken into 3 sections by natural or designed barriers; plant section;food section craft section.Only one large produce stall at the very end of the market in an isolated position. One stall selling fresh localstrawberries. At the same time lots of speciality stalls, breads, wine, candies, with products to take home and one ortwo stalls which may have used local products in their hot food.Well labelled and packaged.The mid section has 10-15 commercial hot food sellers and about 20 local specialist sellers. Plastic tables and chairsused by families and friends with live singers or recorded music.None in evidence.Activity9am lots of stallholders and few customers, by the time we left at 11:30 very crowded.All the people I spoke with were ok with the survey but didn’t really have time to stop and talk; as they had manyOpenness to research customers.

30-% "%)PROFILE (data from questionnaire and site visit)Market NameMontrose Community Craft MarketGoverning bodyMontrose Community Craft MarketType of organisationNot-for-profitURL Internet homepageNoneInception data 1990RegularityMonthly: Third SaturdayPurpose (interview of Market Manager)Community awareness of small businessprovide an additional retail outlet for producersplace for community to interactLocationRural town: Council landNearest townMontroseSite visit date 15 May 2010Type of marketCommunity/CraftThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 7%Site visit: % of processed local farm products stalls* 5%Site visit: % of local plants & cut flower stalls 7%Site visit: % of non-farm product stalls 90%Number of Yarra Valley Regional Food Group Members NoneSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchMontrose Community Craft Market Visit 15 May 2010ImpressionsThe location of the market is on the main-street across from the local IGA, cafes, and shops.We saw signs on the highway, but somehow missed the turnoff. Was it sign posted? We stopped and asked a localand it was right across the street! Back to the main traffic light and into the car park.Small car park of the community centre.Lots of room between the stalls for people to walk. The green is surrounded with a cement path and most stalls facedthe path. This made it easy for people to walk and push prams and lead dogs, but was a tight fit for more than 3across. There was a sprinkling of stalls in the centre of the green with very wide paths between, much easier.Mostly locals browsing.Most of the stalls were ‘hobby’ crafts with a few service providers such as psychic readings.The only fresh produce was the back of a ute full of 10Kg bags of apples. Only one business selling labelledprocessed relishes and jams.Varied; a minority of craft-based businesses with displays, packaging, brochures and the majority ‘hobby’ producerswith a ‘no frills’ approach.The market on the green in front of the community centre and library but not a central sitting and eating place; somebenches placed about. Not really an issue as the coffee cart was the only food stall; people more likely to walk acrossthe street to the local cafes.None in evidence.9am, lots of stallholders and a steady trickle of customers.The two stallholders we interviewed were forthcoming and the Market Manager was helpful.

31.' /"% "PROFILE (data from questionnaire and site visit)Market NameWarburton Community MarketGoverning bodySt Mary’s Anglican ChurchType of organisationNot-for-profitURL Internet homepageNoneInception data 2006RegularityMonthly: Third SaturdayPurpose (interview of Market Manager)to provide community and visitors a place to meet and greet and have a bitof a chat over tea or coffeeto provide sellers a place that does not require a significant outlay of moneyLocationRural town: Church landNearest townWarburtonSite visit date 15 May 2010Type of marketCommunity/Trash & TreasureThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 0%Site visit: % of processed local farm products stalls* 7%Site visit: % of local plants & cut flower stalls 11%Site visit: % of non-farm product stalls 93%Number of Yarra Valley Regional Food Group Members NoneSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementPotential customersMarket mixRetail farm productsProduct presentationWarburton Community Market Visit 15 May 2010ImpressionsThe location of the market is the St Mary’s Anglican Church Hall. Stalls are both inside the Hall and outside lining thecement path leading to the Hall. The Hall is on the main-street across from cafes, and shops.We saw signs on the highway and saw the outdoor stalls along with flags along the front of the church grounds.No parking on site, but lots of street parking.A bit crowded between the stalls for people to walk, especially for prams.Mostly locals with a fair percentage of tourists who stopped in Warburton for the river walk or bike trail or to eat or tobrowse in the shops.Most of the stalls were ‘hobby’ crafts and sellers of a variety of goods. Almost all stalls had a variety products, new andsecond-hand. Two plant sellers and one lapidarist were the only single product stalls.No fresh or processed local products for sale other than a few jars of ‘homemade’ jam.The look and feel of ‘trash & treasure’; comfortable companionship-the sellers of knitted crafts were sitting in thelounge knitting; friendly bake-sale fund raising stall.Food court facilities Two or three tables with chairs set up in the hall as the Church sells tea, coffee and cakes.Community educationalstallsNone in evidence.ActivityOpenness to researchArrived at 11am, lots of stallholders and a steady trickle of customers.We did have a good discussion and tour with the Market Manager about the desire to expand the market to includestalls of ‘seasonal food’ on a small section outside the Church.

32 01% "PROFILE (data from questionnaire and site visit)Market NameUpper Yarra Community MarketGoverning bodyUpper Yarra Community Market IncType of organisationNot-for-profitURL Internet homepageNoneInception data 1986RegularityFortnightly: Second and Fourth SundayPurpose (interview of Market Manager)to provide funds for community groupsprovide hobbyists with an outletprovide community with reasonably priced goodsLocationRural Town: VicTrack landNearest townYarra JunctionSite visit date 23 May 2010Type of marketCommunity/Trash & TreasureThe percentages below may not add-up to 100 because some stalls sell more than one type of product; these numbers are indicativebecause no specified criteria was used in counting product type.Site visit: % of fresh produce stalls 4%Site visit: % of processed local farm products stalls* 4%Site visit: % of local plants & cut flower stalls 12%Site visit: % of non-farm product stalls 92%Number of Yarra Valley Regional Food Group Members NoneSource: Mascitelli, Harfield & Evans 2010 from data collected*Includes products with grain as the main ingredient such as pies, cakes, bread, pasta which may contain locally sourced eggs, dairy products, fruit,vegetables, meat, fish, poultry, nuts or honey.Points of interestLocationSignageParkingEase of movementMarket mixRetail farm productsProduct presentationFood court facilitiesCommunity educationalstallsActivityOpenness to researchUpper Yarra Valley Community Market Visit 23 May 2010ImpressionsThe market is located in the parking lot of the Yarra Junction football club.We saw a sign on the main highway but the turn-off was not sign posteded. We turned because we saw the tentsthat are tell-tail signs of a market.The football club is next to the recreation centre which has an extensive car park.The stalls were on either side of a long narrow car park with a lot of room for people to walk, especially for pramsand dogs. However, the potholes are a safety issue; some were covered with boxes to indicate the hazard, but thereare too many to cover.The majority of the stalls were selling Bric a Brac. Two quality product craft stalls plus one hobbyist.One stall was selling fresh local produce (veg & fruit). One stall selling processed raspberry products.The raspberry jam, cordial & relish were labelled and arranged with the name of the company on a stall sign. Thefruit & veggie stall had a number of tables and boxes, a ‘shop’ feel, with ‘child type’ signs.No on-site food; a main street café has a balcony that over looks the football oval.None.9am and all most all spaces filled with stallholders; a steady trickle of customers.One stallholders had been interviewed at another market. Everybody we spoke with was positive about the market.

33 2 3 " ( 4%$Name of MarketHealesville Organic Farmers MarketHealesville Racecourse Harvest & Craft MarketKallista Community MarketLilydale Farmers Produce MarketMont De Lancey Country MarketMontrose Community Craft MarketUpper Yarra Community MarketWarburton Community MarketYarra Valley Regional Farmers MarketYarra Valley Food Wine and Craft MarketAnswers to Operator Question 23:What support from the Council, would help the future viability orgrowth of your Market?Shire permits for selling local produce are restrictive because of the need for INDIVIDUALrather than communal 'kitchen as registered premises'; dairy products do not have 'goats'as a category for selling in small quantities; food stalls need a permit for individualmarkets means applying for EVERY market which might be ok for monthly markets but isnot for weekly markets; each LCA or municipality has 'market permit system' which is abarrier to local trade within the Yarra Valley; certification definitions of ‘local’ is a specificradius for organically grown foods which may cut across council boundaries whichprevents trade.Better communication between Council and markets to provide ease for the producers; anadvertising medium.Keep working with the Kallista Community House; find a way to get main street trafficaround the corner to the market site.The YRC has been supportive and we have a very good working relationship.We have a number of 'hobbyists' who can not afford the public liability insurance cover, allmoney taken in on market day would go for insurance. The money earned is needed forreplanting, their small amounts of fresh veggies helps our locals to buy local, and gives ahealthy alternative to our visitors; this limits the number of stallholders for our countrymarket.Council website maintenance to ensure correct information about market days, dates andcontact stallholder phone numbers.As the market is in the car park/roadway for the Football Club, potholes are a constantissue; grade the roadway more often.Support to expand to have seasonal fresh food stalls and permanent signage that peoplewon't stealFarmers markets are an option for a business start-up (assists with need for initial capitalinvestment); currently the YVRFG market has a long waiting listNone at present.Market Respondent Title Name Email address TelephoneYarra Valley Food Wine andCraft Market market manager Deborah Sinclair d.sinclair@yarravalleyracing.com.au 9730 1332Healesville Racecourse Harvest& Craft Market market manager Linda Frisch marketinfo@craftmarkets.com.au 5974 4710Kallista Community Market market coordinator Amy Laker-Bruni mbruni@iprimus.com.au 9754 4930Healesville Organic FarmersMarket market coordinator Graeme George earthcarepc@virtural.net.au 5962 5070Mont De Lancey Country Market market coordinator Jill Sebire info@montdelancey.org.au 5964 2088Montrose Community Market market coordinator Rodney none 0429 949 644Warburton Community Market previous market coordinator Beryl Begley bgbegley@fastmail.fm 5966 9765Yarra Valley Regional FarmersMarket YVRFG Secretary Lorraine Hunter giverny@silvertrain.com.au 59629421Upper Yarra Community Market market manager Adele none 0439 018 467Lilydale Farmers ProduceMarket acting market coordinator Ray Donovan ray@raydonovanrealestate.com.au 0400 073 262

34 3 "QUESTIONS OF THE MARKET OPERATOR1. Who is the governing bodyCommunity group Name………………………………………Incorporation Yes NoBusiness Entity Name:……………………………………..Farmer groupName:………………………………………Individual2. What is the purpose of the Market?ProfitCommunity BenefitOther………………………………..3. Is there a Market Manager responsible to the Governing Body?YesNo4. If yes, is this a paid position?YesNo5. If yes, is the Manager also a vendor?YesNo6. How long has the Market been operating?Less than 6 months 6-12 months 1-2 years2-5 years Over 5 years7. LocationRural AreaRuralTownship – private landRural Township – Council landSuburban – private landSuburban – Council land8. a) Day, b) months and c) hours of operation?_a) Sat Sun b) NOTJ F M A M J J A S O N D c) 8 9 10am 1 2 3pm

359. a)Average number of stallholders and b)range in number__a)________________________b)_______________________10. If variation is more than 20%, in which seasons are highest and lowest numbers___a) SUM AUT WIN SPR_________________ b) SUM AUT WIN SPR ________11. Do you any criteria for selection of stallholders?YesNoa certain percentage should be from local areaavoid duplication in products soldban of certain types of products – whichother ____________________________________________12. a)Average number of customers and b)% range of variation__a)_____________________________b)__________________13. If variation is more than 20%, in which seasons are highest and lowest numbers___a) SUM AUT WIN SPR_________________ b) SUM AUT WIN SPR ________14. a)What source of income covers the operating expenses. b) does it allow you toachieve your purpose? YES NOStallholder feesLocal or State government grantParking feesEntry price for customersSponsorshipSale of merchandiseOther ___________________________15. Has any customer or vendor feedback been gained?YesNoIf yes, how often?_______________If so, has it been acted on? Yes No16. Is there a customer database?YesNoIf yes, how many names are on it?_____________________________17. Are any of the following facilities providedParking sites Toilets LightingTrestles Tents Parking officialsPowerOther ………………………

3618. Do you know about grants available for establishment and expansion of FarmersMarkets?YesNo19. Would you be interested in applying for this grant?Yes No Possibly20. What is the Objective of the Market?__________________________________________________________________________________________________________________________________________________________________21. What do you think is the future of your Market?__________________________________________________________________________________________________________________________________________________________________22. What do you think of the future of Farmers Markets in general?__________________________________________________________________________________________________________________________________________________________________23. What support from Council, if any, would help the future viability or growth of yourMarket?__________________________________________________________________________________________________________________________________________________________________24. Are there any final comments you would like to make?_________________________________________________________________________________

37 5" ( 3 "This checklist to be used for stalls WITH MAJORITY PRODUCE/FOOD PRODUCTSThis checklist to be used to collect data by interviewing the stallholder and printed material available at the stall.Location of hobby property: Post Code……………Location of business: Post Code……………Does stall have Farmers Market Accreditation? YESNOIs stallholder a member of the Victorian Farmers Market Association YESNOProducerResaleSells at other Yarra Ranges Markets………………………………………………………………………..Sells at markets outside Yarra Ranges……………………………………………………………………..Circle the type of product type that appears to be the majority of items for sale.Type ofproductfor sale1. Freshproduce2. ProcessedfoodCircle type of produce or food productFruitVegetablesMeatFishHoneyBakery products (bread, cakes, biscuits, pies, etc)Pasta and pasta productsCondiments (chutneys, relishes etc.)Preserves (jams, pastes etc)Chocolate/ConfectionaryMeatsDairyWines & drinks3. CookedfoodName Local products:Yarra Ranges Council CQ2075 Review of Regional Farmers Markets:ASSESSMENT OF CURRENT SITUATION OF MARKETS SELLING FRESH AND PROCESSED FARM PRODUCE IN THESHIRE OF YARRA RANGES

38 #67)5" This checklist to be used for stalls where data are collected through observation only.This checklist to be used for stallsNOT MAJORITY PRODUCE/FOOD PRODUCTSPlace a number in the box that best describes the majority of items for sale.Majorityproduct forsaleNumber of stallsCrafts (includesclothing andjewellery)Bric-a-bracClothes (new orused)BooksOtherPlants & Freshcut flowersCooked foodstallsCommunityeducational stallsEthnic foodCoffee & SnacksNot-for-profit fund raiserOtherName of organisation:Yarra Ranges Council CQ2075 Review of Regional Farmers Markets:ASSESSMENT OF CURRENT SITUATION OF MARKETS SELLING FRESH AND PROCESSED FARM PRODUCE IN THESHIRE OF YARRA RANGES

39 &%) /%"8 Contents related to VFMA issues“If you are a VFMA Member and have issues - please read on.Market Stall Fees:What does that entitle you too?What advertising is done prior to a market each month by your managers?What leeway is there if it hails and rains and no patrons - the manager still collects stall fee. Their income isguaranteed - a stallholders is risky business - and based on the hope and a whim that the manager may havespent some dollars on advertising .....well - not good enough!What does this have to do with the VFMA - well these managers are deciding your future with the VFMA with noaccountability to their stallholders.No stallholders no market. (you should keep that in mind).VFMA - do you agree thatA levy is not a balance of how you should belong to an association or how the fee should be structured or that itshould be collected by a manager. A standard fee should be applicable whether you do one market or 20markets, not predicted on or based on a regional or city market to determine your cost to belong to yourassociation the VFMA.It is not ethical to pay money to market managers and I believe a few are reluctant to be collectors. They like youare running their own private businesses - and I'm sure managers would oppose stallholders if they startedcollecting gate takings on their behalf. It gives an ill feeling of unproportional balance of power. In fact why aremanagers taking preference over stallholders by taking part in meetings (confidentially held) by the VFMA todetermine members future. In fact why are managers able to be members at all of this association - it is theFarmers'market association, not the Managers association.Why are there not more stallholders on the VFMA committee representing the diverse food groups.VFMA needs more funds:- they have not thought to approach the very members that are small business withinnovative ideas and many survival skills to stay in business and survive,j and would perhaps have some greatideas to generate funds for the VFMA to continue.Annual General Meeting: The AGM is in June. As a member you need to either turn up and vote. Voting is notclear and it seems a lot of proxy votes are collected or persons are invited to join the committee prior to voting,and well then that person is on the committee. This needs to stop and yes you can stop it, by not proxy votingand turning up or being very specific about whom you are voting for.General: It is unclear as to how many members are in the VFMA, or how a member can contact anothermember. Or how does a member convey issues or concerns - who represents the stallholder and what are theoutcomes. A balance sheet has not been presented to members at any stage.Summary: If you are a VFMA member it is time to have a STALLHOLDER ONLY MEETING to address issuesthat concern you and why you want to be in the VFMA and why you would encourage other stallholders to be amember and why the VFMA is giving preference to Market Managers in predicting the future of this association.So what are you going to do about this - do you want to do have a voice and be heard?Send the VFMA a letter of protestAsk or tell the VFMA that you are willing to give your contact details to other VFMA members and lets startstallholders being able to communicate with each other.Request a balance sheet.It is not that I don't have the courage to put my name to this email - it often comes down to 'not being backed'when it comes to crunch time and I don't want to be ostracized for speaking out.This email has been sent to approx. 120 emails. For goodness sake - take some action and show some guts.You are welcome to reply to this email (no abuses) please - I actually would like this association to be successful.To be albe to work for stallholders that are members, and to get issues addressed whilst in its infancy.”

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