Market Umbrella: Public Markets for Public Good Report to the Community

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1 Market Umbrella: Public Markets for Public Good 2012 Report to the Community

2 Dear Friends What an exciting year of learning and growth we had in 2012! In early 2013, we said goodbye to Market Umbrella co-founder and Executive Director of 17 years Richard McCarthy. We are grateful for the impact Richard had on the field of public markets, and we wish him well in his new post as Executive Director of Slow Food USA. As we search for a new Executive Director, our dedicated staff continue to advance our work. During this time of transition, we welcome any questions. You can reach us at or at admin@marketumbrella.org. While many know our Crescent City Farmers Market, this report details Market Umbrella s larger work to build a movement around thriving, sustainable public markets. The revenue generated by the Crescent City Farmers Market is not nearly enough to cover the cost of the innovative programs, tools and resources we develop through it. We need your help to expand our reach and impact. Your support is critical to helping us raise market umbrellas at home in New Orleans and in the many other communities where we work. Please consider making a tax-deductible contribution today either by returning the enclosed card with your donation or by giving online at marketumbrella.org. Thank you for your support! Jonah Dowling President, Board of Directors

3 5,187 folks like Crescent City Farmers Market on facebook. Please tell us you like us too! Crescent City Farmers Market Market Umbrella s flagship program, the Crescent City Farmers Market, operates year-round in three New Orleans neighborhoods each week. With a network of nearly 60 local small farmers, fishers and food producers, and more than 140,000 shoppers annually, the Crescent City Farmers Market proudly reports an $11.9 million combined economic impact on its vendors, host neighborhoods and the surrounding region in But the Crescent City Farmers Market is about more than monetary transactions and building financial capital. Farmers markets increase access to local food while building bridges between urban and rural communities and people, older and younger generations, those with more and those with less, and people of different races, religions, and cultural backgrounds. Social capital and human capital are also generated with every transaction at the market. The Crescent City Farmers Market brings people together around a shared love of food. Using the Crescent City Farmers Market as its laboratory for innovation, Market Umbrella develops and pilots programming to help farmers markets locally, regionally and nationally grow healthy communities.

4 Farmers Markets Are For Everyone In the 1930s, USDA designed the food stamp program to offer cash benefits to hungry families and create new markets for struggling farmers goods. In the 1990s, USDA phased out its paper stamps for an electronic benefit transfer system. Unfortunately, USDA did not consider how this change would affect farmers who sell directly at markets. At the Crescent City Farmers Market, we addressed this digital divide by devising a scrip system with wooden tokens. For SNAP (food stamp) shoppers, it s free and simple: Visit the market Welcome Booth, where our staff swipes benefit cards and issues tokens that can be spent with market vendors. Every penny of these purchases goes directly to local farmers, fishers and food producers. Record monthly SNAP sales: 328 transactions totaling $6,544 in September 2012 Through unique partnerships, we leverage state and federal resources to ensure that families have access to healthy, locally grown food for their families. With Market Match, a program designed to increase the spending power of SNAP shoppers at farmers markets, we match SNAP purchases up to program limits. Since 2008, Market Match has increased SNAP sales dollars at the CCFM 348%.

5 1,012 children participated in classroom-based food education and farmers market field trip activities; 577 are enrolled in our Marketeer kids club Farmers Markets Grow Healthy Kids We believe that farmers markets cultivate healthy relationships with food, and that the healthiest relationships are those that begin at a very young age. Farmers markets are often the place where a child discovers that carrots not only come from under the ground, but that real families harvest them. Our Marketeer Club teaches children up to age 16 about food through fun, delicious activities at the Crescent City Farmers Market. Parents are encouraged to sign their children up for a membership that rewards them on their birthdays with $5 in market tokens. Membership, 577 good eaters strong, is free, thanks to the generosity of Market Umbrella supporters. In 2012, 1,012 children participated in classroom activities and farmers market field trips. Additional support is provided for schools and summer camps with over 50% of students participating in USDA free or reduced-rate lunch programs. and Healthy Seniors In 5 years of providing a Senior FMNP Market Match, the number of seniors benefitting from this program has increased 501% Working in partnership with the Louisiana Department of Agriculture & Forestry, Catholic Charities and community centers, the Crescent City Farmers Market provides low income seniors access to fresh, local produce. Qualifying Seniors receive $24 in Farmers Market Nutrition Program coupons. To boost redemption rates, we play Farmers Market BINGO at area community centers and match FMNP funds with market tokens. Local farmers and fishers directly benefit from these funds while contributing to the health of their community. In 5 years of providing this Senior Market Match, the number of seniors benefiting from this program has increased 501%.

6 60 local farmers, fishers and food producers sold directly to 140,913 shoppers at the CCFM, resulting in an $11.9 million economic impact on the Greater New Orleans area Farmers Markets Grow Local Farmers, Fishers and Food Systems Farmers markets like our Crescent City Farmers Market strengthen and grow regional food systems. Direct interaction with shoppers and chefs helps increase product diversity at the market. In response to shopper requests, Market Umbrella facilitated a banana variety trial with 5 growers in 5 parishes in If Mother Nature cooperates, bananas will soon be available at the CCFM. Our Crescent City Supported Fisheries (CSF) program, the only of its kind in the Gulf South, allows shoppers to invest in a local fishing family s catch and guarantees them a share of the harvest. In 2012, CSF subscriptions doubled. Public Markets Grow Prosperous Communities Not only are we public market operators, we are also leaders in a field that stretches from Waveland, Mississippi to Kochi, Japan. We use our practical know-how to design tools and programs to help markets grow. Then we share lessons learned with peers and partners in our growing field. We developed a new 4cast tool to help farmers markets create and manage budgets. Then we shared it with our more than 1,200 Market Share learning community members Our SEED (Sticky Economy Evaluation Device) tool measures financial capital, NEED (Neighborhood Exchange Evaluation Device) social capital, and FEED (Food Environment Evaluation Device) human capital, or how farmers markets can change people s relationships with food. We also provide technical assistance on a sliding fee scale for farmers markets across the country helping with site selection, vendor recruitment, and SNAP acceptance and incentive programming, among other topics. This work is central to Market Umbrella s mission: To cultivate public markets for public good.

7 Partnerships We collaborated with national partners Fair Food Network, Wholesome Wave and Roots of Change on a Healthy Food Cluster Evaluation that is shaping federal food policy with its findings We couldn t do any of this work alone. We remain grateful for the support and partnerships of many, including: the Aetna Foundation, American Can Apartments, Annenberg Foundation, Blue Moon Fund, Blue Cross Blue Shield of Louisiana, Catholic Charities, Central Louisiana Economic Development Association, the City of New Orleans Health Department, Edible Schoolyard New Orleans, Fair Food Network, Farmers Market Coalition, Greater New Orleans Foundation, Heron Foundation, Iberia Bank, Kingsley House, the Kresge Foundation, Louisiana Department of Agriculture & Forestry, Louisiana Public Health Institute, Louisiana Health Care Connections, Louisiana State University Health Sciences Center, Pinckelope Foundation, Rapides Foundation, Reily Foods Company, Roots of Change, Ruth U. Fertel Foundation, Surdna Foundation, Tabasco, Tulane University, Wallace Landry Family Foundation, Wholesome Wave, the W. K. Kellogg Foundation, and many others.

8 Market Umbrella s success is built around a network of stakeholders working toward common goals. Shoppers, farmers, fishers, chefs, public health advocates, fellow non-profit organizations, government officials, supporters, and staff all play a role in our success. Cultivating the field of public markets for public good, we are raising market umbrellas at home in New Orleans and in the many other communities where we work and will work for years to come. Please contribute online at marketumbrella.org or mail contributions to 200 Broadway, Suite 107 New Orleans, LA USA

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