Written by Theresa Hunt
- How did you get into this role?
I earned my master’s degree in Communication, which gave me a background in public relations and communications. I’ve worked at different levels of government and held various jobs across the country, but I grew up in the Village of Brown Deer. When I moved back, I was looking for something local, and the Communications and Marketing position opened up. Initially, I didn’t realize that managing the Farmers Market was part of the role. It wasn’t something I sought out or had prior experience in, but I reached out to as many people as I could for help. The community, other farmers market managers, and different organizations were incredibly supportive in helping me get started. I’ve now been in this position for two years.
- What are your day to day responsibilities?
My responsibilities cover several areas. One major aspect is coordinating with staff and departments since we treat the market as a weekly event. I manage communication between the Police Department, Department of Public Works, and the staff working at the Farmers Market. This involves a lot of emails with partners and vendors to address their needs.
Another significant part of my job is overseeing programs associated with the market, like Milwaukee Market Match, SNAP, and the Produce for Kids program. I spend a lot of time on record-keeping for these programs, especially since some are tied to grants. This includes meeting grant responsibilities, data collection, tracking and ensuring weekly and monthly reports are completed and submitted. I also handle reimbursements for vendors who accept incentive programs, ensuring they’re processed efficiently.
On market days, I handle anything and everything that needs attention. I’m usually the first person on-site, setting up the area, including tents and other equipment. I work closely with our two part-time staff members, who assist with EBT services and information tents. I also help vendors set up and address any issues that arise. Additionally, I attend meetings with community partners, sponsors, and groups like the Southeast Wisconsin Farmers Market Collaborative.
- Do you work directly with Farm2Facts?
Yes, we do. Through a grant from the Southeast Wisconsin Farmers Market Collaborative, we were connected with Farm2Facts. This year, their team visited our market twice to conduct attendance counts and community surveys. They also trained our staff and me on how to perform these counts. This was our first year using their services, and it’s been incredibly helpful.
- What are some impacts you observed from using Farm2Facts?
I recently shared the results during a wrap-up meeting with our Farmers Market Committee. This was the first time I could present concrete data, such as attendance numbers and insights from community surveys. The committee was thrilled to have reliable information instead of relying on guesses. For instance, we learned that 90% of attendees drive to the market, even though it’s located along the Oak Leaf Trail. We had assumed more people were biking or walking the trail to get there, so this was eye-opening.
The data is helping us refine our marketing and outreach strategies to attract more visitors, especially those along the trail. It’s exciting to have a clear direction for improving the market next year. The committee is also excited to use the data to demonstrate the market’s impact to sponsors and the village board.
- How does having access to more data influence your work as a market manager?
Having more access to data positively influences my work as a market manager because having more access to data helps us plan for the future. In my first year, I followed previous practices without much information to guide decisions. With the data from Farm2Facts, particularly the surveys and attendance counts, we’ve been able to identify trends like which days are most popular. This allows us to plan efficiently for the upcoming year and track our progress over time.The committee is especially excited about using the data to highlight the market’s value. It provides tangible proof of our impact, showing how the market supports vendors, attracts patrons, and generates economic activity.
- What made you want to join the Southeast Wisconsin Farmers Market Collaborative?
It was an intentional choice. In my first year as Market Manager, I had little direction, so I sought advice from everyone I could. That’s when I learned about the Collaborative. Emily Fons encouraged me to join in our second year, and I jumped at the opportunity. Being part of the grant program and the larger group has been invaluable. It’s not just about the financial support it’s also about learning from others’ expertise and best practices.
- What is the most rewarding part about your job?
It’s definitely the sense of community that the market creates. I’ve formed close relationships with committee members, vendors, and regular patrons. It’s bittersweet when the season ends because I won’t see many of them for a few months. Additionally, programs like Produce for Kids allow us to provide fresh, local produce to families at little or no cost, which is incredibly fulfilling.
- What keeps you motivated to continue working in this field?
I love watching our vendors succeed. My goal is to help them become so successful that they outgrow our market. It’s happened a couple of times, and it’s a joy to witness. Supporting small businesses and farmers, and helping them thrive, keeps me passionate about this work.
- What are your goals for future markets?
One goal is to attract more visitors, particularly from nearby areas that haven’t engaged with the market yet. Using data from attendance counts and surveys, we’re planning initiatives to expand programs like Market Match. We’re also working to find a sponsor for our senior nutrition program to make the market even more inclusive. So it doesn’t matter where you’re coming from or what sort of finances you have. You’ll be able to access these great local farmers and small business owners.
- Anything else you would like to add?
I’m passionate about research and data. Working with Farm2Facts has been just the beginning of exploring how valuable data can be. I’m excited to continue using this information to support our market and contribute to broader research efforts that help other markets plan for the future.
