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Appalachian Grown: Towards a Regional Community-Based Food System
RESEARCH REPORT Research Report: A Market Analysis of the Tailgate Farmers’ Markets
of Buncombe and Madison Counties
Over the summers of 2003 and 2004, ASAP staff,
with support from the
Mountain Tailgate Market Association (MTMA) and
the Center
for Assessment and Research Alliances at Mars Hill College (CARA),
conducted surveys of customers at six farmers’ tailgate markets
in Buncombe and Madison Counties. For the survey, a total of 694 written
customer surveys were
completed, and another 732 rapid-response “dot surveys” were
collected. In December 2005 CARA completed analysis of the surveys. There
were three primary goals of the research:
- To gather information about tailgate market shoppers’ characteristics
and their attitudes and perceptions about local food;
- To gauge the effectiveness of ASAP’s Buy Local campaign
to promote locally grown food in the region; and
- To determine the economic impact of farmers’ tailgate markets
on the region.
Major findings from the research include:
- Tailgate markets are supported by a loyal base of steady
repeat customers. Based on customer counts, more than 2,000 customers
shopped
at these markets on any given week during the study period. Of that
number, 46% shopped at the markets every week and another 20% shopped
at the markets
every
two
weeks.
- Tailgate markets have significant economic impact to the
region. Per capita expenditures averaged $14.18 across both years.
Based on that
spending rate, total sales at the four markets located within the
Asheville city limits for the months of June, July and August were
estimated at
over $300,000 per year.
- Tailgate markets have significant economic impact to the
communities where they are located. At the Asheville city markets,
a significant
number of shoppers indicated that the markets brought them to town
that day and that they would do additional shopping while they were
in town.
Those shoppers spent an additional $14,740 at other businesses in
the area on a weekly average, representing $191,620 in additional economic
activity for the city during the summer months.
- Tailgate markets are growing in customer support. Across
all markets, on any given day 17.7% of shoppers were visiting the market
for the first time. From 2003 to 2004, the number of first-time shoppers
at Asheville city markets increased from 15% of total shoppers to
19.9%
of total shoppers, a nearly 25% increase.
- Tailgate market shoppers’ spending is growing. Per
capita expenditures increased from $13.41 in 2003 to $15.01 in 2004,
a 12% annual
increase. The percentage of weekly shoppers spending more than $20
at the markets increased from 24% in 2003 to 36% in 2004.
- ASAP’s local food marketing efforts are working. Results
show a high recognition of the Local Food Guide, at 65.8% across both
years. And 91.3% of tailgate shoppers said they had seen or heard about
locally grown food in the past year. Of those, 55.7% said it had resulted
in their increasing purchases of locally grown food.
- Tailgate markets are about more than just food. When asked
what they liked most about the markets, customers overwhelmingly indicated
that they enjoy the markets as community social events. In addition
to
enjoying the products offered, customers said they like meeting friends,
supporting local farmers, and listening to live music.
Download full Market Report (requires free
Adobe PDF reader)
Download Individual Market Reports (requires free
Adobe PDF reader):
Madison County
North Asheville
West Asheville
French Broad Food Coop - Saturday
French Broad Food Coop - Wednesday
Send comments or suggestions to webmaster@asapconnections.org
©Copyright 2005 Appalachian Sustainable Agriculture Project
729 Haywood Rd., Asheville, NC 28806 -Join the ASAP E-mail List serve
Voice: 828-236-1282 or fax: 828-236-1280 email: info@asapconnections.org
Appalachian Sustainable Agriculture Project is a 501(c)(3) nonprofit organization.
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