SNAP at Farmers Markets: Logistics, Policies, Partners, and Evaluating Success

SNAP at Farmers Markets: Logistics, Policies, Partnerships, and

Evaluating Success

Community Food Security Coalition Annual Conference • November 5, 2011

  Stacy Miller, Farmers Market Coalition Charlottesville, Virginia

  Darlene Wolnik, Farmers Market Coalition New Orleans, Louisiana

  Suzanne Briggs, Farmers Market Coalition Portland, Oregon

  Jean Hamilton, NOFA- Vermont Richmond, Vermont

  Jezra Thompson, Roots of Change San Francisco, California

  You!

Introductions

Goals of the Workshop   Offer a variety of SNAP program design decisions

that are dependent on community setting, farmers market organization structure and community partners

  Offer tools to better understand farmers markets’ characteristics and capacity and their community

  Identify policies that impact SNAP in farmers markets

  Discover the mutual benefits of working with community partners

Stacy Miller Executive Director Farmers Market Coalition

SNAP in Farmers Markets:

What have we learned? Where are we going?

Equity in Farmers Markets

 Farmers become price makers versus price takers  Define a sense of place & build community  Foster entrepreneurship and independence  Bridge urban and rural divides and serve as

cultural mixing bowls  Children learn the value of healthy food  Strengthens community ties via cross-cutting

Relationships

SNAP Benefits ($1,000) in 2008

SNAPshot 2010 ◦  The average household size is 2.2 people ◦  The average length of time a participant stays

on the program is 9 months ◦  93% are U.S. born citizens ◦  85% of all SNAP benefits go to households with

children, elderly, or persons with disabilities ◦  The average monthly SNAP benefit per person

is $130 ◦  1.4 million SNAP participants are rural

http://www.fns.usda.gov/ora/MENU/Published/SNAP/FILES/Participation/2010Characteristics.pdf

Online at www.farmersmarketcoalition.org

What are the speedbumps?

The SNAP in Farmers Market Progress Report:

What Can We Measure From What We Learn?

Darlene Wolnik Independent and Trainer and Researcher for Public Markets

 CPPW communities want to understand and communicate the challenges and success of their projects.

 FMC wants to learn from CPPW communities and build a nationwide menu of indicators and a shared Market Profile.

A few things are happening within this Learning Circle…

The common outcome: Progress Report template

Progress Report

Profile Challenges Indicators

Lessons learned

 Using general questions that apply to many varieties of markets, a Market Profile will be devised for a market community member to complete.

 Must take less than 30 minutes and allow a market person to complete.

  Should not include project specific or sensitive data.

  Should not duplicate other annual surveys (USDA)

Market Intent (mission) and History = Market Profile

  Information should be shared widely on a web interface.

 Markets themselves need access to Profiles to use as reports.

Market Intent (mission) and History = Market Profile

“Hard to attract shoppers.”

“Not a tradition or critical mass of farmers markets”

“Lack of business sophistication among markets and

farmers”

“Markets are 4-5 Vendors with 100 to 150 people per day”

“Many level of barriers for permitting and for fees”

“No definition of farmers markets”

Challenges: Early barriers or stumbling blocks that the project uncovered.

Indicators: Here’s where projects include individual factors

Indicators or Measurement Statistics:  Set of data collection points that will allow markets and their partners to select which impacts to measure.  How much time and who must collect the data will be also be identified.

Indicators or Measurement Statistics (continued):

 Uses the framework of Farmers Market Coalition’s triple-bottom line.  Cross-references the economic, social and human benefits for each group.

Please tell us what is useful for your project by taking the survey. Please add your own indicators too.

 Observation 1-5 hours per collection ◦ Trained volunteers. Usually takes entire market

time. 2-5 people needed, Data is useful for many purposes but must be collected fairly and with discipline.

HOW data must be collected and by WHOM?

  Interview Surveys 6-14 hours per collection ◦ Trained team. 2-15 people needed but data is

lengthy. Collection is logistically complex.


 Passive surveys (also known as Dot Surveys or Bean Polls) 6-8 hours per collection ◦ Trained volunteers. 1-3 people but they can also

handle other duties. Entire market.


  End of Day data collection 1-4 hours per collection ◦ Market staff or paid office staff. Requires

skills with office reports and analysis

  Office Records Research 2-8 hours per collection ◦  Market staff or office staff. Requires space

and time in office and skill in building spreadsheets or graphs.


  Anecdotes 1-5 hours per collection ◦ Trained volunteers. 1-3 people needed, Data is less useful

for stand-alone reporting but can brighten up other reports. Can handle other duties

  Field Research ◦ Trained team. 2-5 people needed. data is lengthy. Collection

is logistically complex.


  “Get better price comparison templates – prices need to be specific for product categories such as free range eggs”

  “Know what products are selling in different markets”

  “Get FMNP sales figures by county”   “Use WIC peers to promote the market”   “Collect formal recordings of testimonies of

shoppers and community partners”

Lessons learned = sharing knowledge

Complete the indicator survey online at Survey Monkey (link sent via email)

On the calendar:

December 7 webinar: Measuring the Mob: Reliable and Visitor Count and Customer Data Collection Techniques

January webinar: Price comparisons and Communicating Affordability

Next Steps

Evolution of Wireless Card Services → Early Adopter – Farmers Market Federation

of New York

→ SNAP in farmers markets programs had simple accounting systems

→ Wireless card machines go mainstream offering SNAP and debit

The Forks in the Road: Logistical Strategies for SNAP in Farmers Markets

Suzanne Briggs Technical Assistance Program Manager Farmers Market Coalition

Forks in the Road Decisions ◦  SNAP or No SNAP ◦  Who owns the SNAP permit: farmer? market? partner? ◦  So many third party providers, who to choose? ◦  Rent or Purchase Wireless Card machines? ◦  Paper receipts versus tokens? ◦  How does the market cover operating cost? ◦  Revenue stream options? ◦  Who markets to the SNAP and WIC shoppers? ◦  Future technology impacts?

Evolution of Wireless Card Services → Early Adopter – Farmers Market Federation

of New York

→ SNAP in farmers markets programs had simple accounting systems

→ Wireless card machines go mainstream offering SNAP and debit

→ Farmers markets begin generating revenue streams to cover costs

→ Increased # of farmers markets accepting credit cards

→ Farmers markets began favoring rented wireless card machines

→ Explosion of matching incentive programs.

→ Introduction of THE SQUARE technology.

Evolution of Wireless Card Services

Ecology of Farmers Markets

Farmers Market Profiles Matter: Farmers Markets Organized by Farmers

  Strongest relationship with fellow farmers and market shoppers

 Market manager is a farmer

  Limited relationships with community partners

Farmers Market Profiles Matter: Farmers Markets Organized by Farmers

  Unknown sales records  Many SNAP permit holders, many fees, no

economies of scale   Limited marketing to SNAP and WIC shoppers

Farmers Market Profiles Matter: Farmers Market Organized by Community Farmers Market Organizations

  Stronger community ownership   Dedicated market manager to connect

farmers and shoppers   Some capacity to engage community

partners   One SNAP permit holder, one monthly

fee, some economies of scale   Markets to SNAP shoppers through

community partners and agencies   Greater capacity to participate in

statewide farmers market association

Farmers Market Profiles Matter: Farmers Market Organized by Community Non Profits

  Mission Driven   Dedicated personnel   Subsidizes farmers markets

with other organization resources

  Smaller farmers markets often in low income neighborhoods

  Deep understanding of health disparities and hunger.

Wireless Card Services State Agency Support

◦  Purchase machines for the farmers and/or farmers market ◦  Provide state-owned wireless card machines ◦  Reimburse farmers market for rental fees, SNAP

transaction and monthly fee ◦  SNAP agency promotes the farmers markets through

mailers and websites ◦  Provide incentive dollars for people of disabilities who use

SNAP ◦  Joint statewide private public marketing promotion

programs

Joint Public Agencies Success Story

3rd Party Wireless Card Services

◦  SNAP Only

◦  SNAP Debit

◦  SNAP Debit/Credit Card

Wireless Card Services Transaction Fees

Debit vs CC $10 $20 $30 $40 $100

Provider A Debit .55 .55 .55 .55 .55

Provider A CC 2.39% +.22

.46 .70 .94 1.18 2.61

Provider B Debit .55 .55 .55 .55 .55

Provider B CC 2.40% +.25

.49 .73 .97 1.21 2.65

Provider C Debit .40 .40 .40 .40 .40

Provider C CC 2.02% +.32

.52 .72 .93 1.13 2.34

Provider D Debit .55 .55 .55 .55 .55

Provider D CC 2.08% +.20

.41 .62 .82 1.03 2.28

Wireless Card Services Woodstock Farmers Market

June July August September

Total Sales – Debit and Credit

$500.01 $3,855.38 $6,010.00

$2933.05

# of Transactions - Debit and Credit

24 156 237 135

Total Fees $246.65 $214.21 $234.84 $152.72

Wireless Card Service Total Fees

.049329 or

4.9%

.055561 or

5.5%

.039075 or

3.9%

.052069 or

5.2% FM Charging Vendors 3 to 5% 3 to 5% 3 to 5% 3 to 5%

Wireless Card Services Revenue Streams ◦  None – Operating fees paid by market general funds ◦  Charge to customer - $1.00 to $2.00 per debit

transaction ◦  Charge for tokens – charge $22.00 for 4 - $5 debit or

credit card tokens ◦  % charge of vendor token sales – 3 -5 percent of total

token sales. ◦  % charge of vendor sales minus the total dollars of

change returned to customer

One Tokens………Two Tokens How many more?

Rainbow Colors of Tokens   SNAP Tokens   Debit/Credit Card Tokens   Incentive Tokens   Gift Certificate Tokens   WIC Goes EBT ◦  Fruits and Veggie (CVV)

Tokens????

No More Tokens!!!! Solutions?

One Tokens………Two Tokens How many more?

Possible Solutions?   Paper Scripts cumbersome, but no liability, less

handling   Move from centralize SNAP program to

Farmers own machines   Farmers adopt new technology   SNAP and WIC on same EBT software

platform

Wireless Card Services Technology Game Changer

The Square

2.75% +$.15

  The Cultural Significance of Farmers Markets http://farmersmarketcoalition.org/ the-cultural-significance-of-farmers-markets

  USDA Food & Nutrition Services (FNS) SNAP Permits http://www.fns.usda.gov/cga/Contacts/FieldOffices.htm

  USDA SNAP application for Farmers Markets http://www.fns.usda.gov/snap/ebt/fm.htm (Please note that these applications are not tailored to Farmers Markets specifically)

  Oregon Farmers Market Association EBT Resources http://www.oregonfarmersmarkets.org/EBT/resources.html

  THE SQUARE - http://squareup.com/   Mobile Market +APP – Nova Dia Group Ricky Aviles

[email protected]   TSYS Merchant Solutions – Rental Machine Options, Jason Butts

[email protected]

Further Reading

Stacy Miller Executive Director Farmers Market Coalition

Developing and Changing Policies that Impact SNAP in Farmers Markets

• Requirements of the IRS Ruling • Future EBT funding

• Ex. Gillibrand • FNS Research and preliminary findings: how will they

influence administrative policy? • Complexity of future EBT programs (WIC, WIC CVV,

etc) • New regulations for smart phone apps and Verifone

tools to accept EBT

Federal Policy

◦ In 2010, 30% of FMPP grant funding supported new EBT projects ◦ In 2011:  40% of projects serve one or more food deserts  24% of all funding went to new EBT projects ◦ $23 million in grants over five years

FMPP

  Strategic plan: 2,000 market authorized; $7.2 million in benefits redeemed by 2015   Mission Accomplished! … right?

  Retailer locator: www.snapretailerlocator.com   Blanket waver for scrip and incentives: Feb

2010   1,611 FM SNAP authorized retailers: Sept 2010   2011: 2,600 retailers   FNS begins research on farmers markets’

relationship with nutrition programs: Nov 2010   $4 million requested in 2011 and 2012 budgets

SNAP Leadership at USDA

Expanding Access to Farmers Markets Act (Senators Kirsten Gillibrand and Sherrod Brown)

  Provide farmers markets with wireless, mobile equipment to process SNAP benefits.

  Amend the Food and Nutrition Act of 2008 to require State agencies and the Food and Nutrition Service of the USDA to treat farmers markets and other open-air retailers the same as brick-and-mortar, traditional retail food stores.

  Encourage State agencies to contract with nonprofit organizations to assist with outreach, training and administration.

http://thomas.loc.gov/cgi-bin/query/z?c112:S.1593

Legislative Opportunities

Local Farms, Food, and Jobs Act (Representative Chellie Pingree and Senator Sherrod Brown)

  Similar provision to Expanding Access Act   Fund two statewide pilot projects to develop the software,

technology, and machinery needed to facilitate redemption of SNAP, WIC, & FMNP by wireless direct market retail food vendors; at least one should include smartphone technology.

  Increase Senior FMNP to $25 million   Allow farmers markets & CSAs to be venues for SNAP Education   FMPP Local Marketing Promotion Program: $30 million

http://sustainableagriculture.net/our-work/local-food-bill/

Legislative Opportunities

 Washington ◦ SB 6483, the Local Farms, Healthy Kids Act put wireless POS into 20 markets

  Illinois ◦ HB 4756, the Farmers Market Technology Improvement Program

 California ◦ A.B. 537 requires markets to allow a qualified organization to operate SNAP

Promising State Legislation

 Massachusetts: $50K grant program via DTA and Dept. of Ag., with input from Mass Federation of FMs

 Minnesota: mini-grants funded through Specialty Crop Block Grant

 Michigan: WIC Smartphone app  Pennsylvania: Dept of Ag offers terminals

State Initiatives: Promising Programs & Partnerships

PROJECT FUNDING: The project funding will cover the 2011 market season and will

support the following infrastructure and resources as defined below:

  One Wireless EBT POS Device (which also can process standard credit cards (VISA, MasterCard) and bank issued debit cards)

  First Installment Of SNAP EBT Tokens (debit/credit tokens not included)

  Signage, flyers, posters And/or other promotional Items   Inclusion in statewide marketing plan   Technical and programmatic assistance

Example: Virginia Grant Program

REQUIREMENTS FOR PROGRAM PARTICIPANTS:   For Market Participants, The Coordinator Can Be Anyone From The

Market Community (e.g. Manager, Vendor, Board Member, Community Volunteer) Who Commits To Overseeing The Operations, Outreach, Promotions, And Budgeting Of The EBT Program

  This Person May Or May Not Be The Staff Operator Of The Wireless Device At The Market

  The Market Must Have A Reliable "Staff" Person Continuously Attending The Table Where Customers Swipe Their EBT/Debit Cards In Exchange For Tokens To Spend At The Market

  Market Coordinators And Individual Farmers Should Be Available To Meet With The Virginia Farmers Market Electronic Benefit Transfer (EBT) Program Committee 2-3 Times Per Year (Usually Via Phone Conferences)

Example: Virginia Grant Program

  USDA Strategic Plan www.ocfo.usda.gov/usdasp/sp2010/sp2010.pdf

  Farmers Market SNAP Sales Soar in 2010 farmersmarketcoalition.org/snap-sales-soar-2010

  IRS 6050W Electronic Payment Reporting Requirement farmersmarketcoalition.org/6050w-reporting-delay Webinar video: http://youtu.be/oMN5sPjJnoY

  Real Food Real Choice: Connecting SNAP Recipients with Farmers Markets farmersmarketcoalition.org/real-food-real-choice

  FNS Funds Research to Better Understand Farmers Markets farmersmarketcoalition.org/fns-funds-research

  SNAP EBT at your Market: Seven Steps to Success (PPS) pps.org/store/featured-items/snapebt-at-your-farmers-market-seven-steps-to-success/

  2010 SNAP Participant Characteristics www.fns.usda.gov/ora/MENU/Published/SNAP/FILES/Participation/2010Characteristics.pdf

  Washington Local Farms, Healthy Kids Act apps.leg.wa.gov/billinfo/summary.aspx?bill=6483&year=2007

  The Future of Farmers Markets: Evolving Technology to Connect Farmers Markets to Food Assistance Recipients

farmersmarketcoalition.org/the-future-of-farmers-markets-evolving-technology-to-connect-farmers-to-food-assistance-recipients

References and More Information

Jezra Thompson Program Manager Roots of Change San Francisco, California

Developing and Changing Policy that Impacts Farmers Markets: Informing Local and State Policy

•  Multiple permitting forms and policies •  Contradictions between counties and cities •  Inappropriate zoning for temporary spaces, like fairs and festivals •  Lack of communication between orgs & agencies

Current Permitting, Zoning, and Policies

 Markets represent a public and private good

 They shape our spaces and places

 Add economic activity   Increase healthy food

access  Engage communities and

build relationships

Why do we need change?

 What can cities do?  What can counties do?

How can Counties and Cities change to better support equity in farmers markets?

 Work with local businesses to gain support for markets establishing in their neighborhood

 Advocate for streamlined policies  Partner with each other to build a

movement and a larger voice  Work with your government offices and

advocate for their leadership

What can we do to help them change?

• Resource for jurisdictions interested in re-evaluating sanitation policies related to farmers markets

http://www.marketumbrella.org/index.php?page=manual-field-to-table • Marketumbrella.org Economic Eval: marketumbrella.org/marketshare/seed • County-Specific Obesity, Diabetes, and Physical Inactivity Prevalence Data

(CDC): www.cdc.govobesitydatatrends.htmls_cid=govD_dnpao_079&source=govdelivery#County

•  Food Environment Atlas (USDA): http://www.ers.usda.gov/foodatlas/ •  Food Desert Locator (USDA): http://www.ers.usda.gov/data/foodDesert/ • National Farmers Market Directory:

http://apps.ams.usda.gov/FarmersMarkets/ • Public Health Law and Policy: Establishing Land Use Protections for

Farmers' Markets http://www.nplanonline.org/nplan/products/establishing-land-use-protections-farmers-markets

Further Reading

Jezra Thompson Program Manager Roots of Change, CA

Jean Hamilton Market Development Coordinator NOFA-VT

Identifying and Enriching Community Partnerships

Outline:  Review Guiding Questions  Social Mapping  Partnership Building Exercise  Revisit Questions  Review Lessons Learned

SEE LA’s Hollywood Farmers Market

Who can your market help?

  What is the value of partnerships?   What are different types of

partnerships?   How are different partnerships

formed?   Where do we find partners?   How can partnerships reduce work

and redundancies?   How can we make time for building partnerships?

Who can help your market?

Partners celebrate at the Winooski FM in VT

  Building Smart Communities through Network Weaving by Valdis Krebs and June Holley

  Bowling Alone by Robert Putnam

  Engaging the Community for Farmers Market Success by NOFA-VT(www.nofavt.org/sites/default/files/Community%20Support%20Manual.pdf)

  Farmers Market Price Comparison in Southeast States http://www.ruralscale.com/resources/farmers-market-study

  Vermont Farmers Markets Pricing Study http://nofavt.org/pricestudy

  Farmers Market Coalition: www.farmersmarketcoalition.org/resources/

Further Reading

Our SNAP in Farmers Market Progress Report:

What can we measure from what we learned?

Questions?

Thank you!