NAPMM Officers

Ben Vitale .......................... President

Dan Kane .............. 1st Vice President

Betty Allison ......... 2nd Vice President

Deb Churchill ..................... Treasurer

Ronnie Best ....................... Secretary

Greetings Members,

Our nighttime temperatures are finally dropping and many of our markets will soon see their first frost. This fall will be very busy for NAPMM and our members. In October, Ronnie Best and his staff will be hosting a one and a half day meeting at the North Carolina State Farmers Market in Raleigh, focusing on Retail Farmers Markets. Then in November, Paul Thompson and his staff will host our annual Wholesale fall meeting at the State Farmers Market in Atlanta, Georgia. These are great opportunities to meet, network and gather firsthand knowledge and experience from practitioners in our business.

Last week I had the pleasure of presenting at the PPS International Public Markets Conference in Cleveland, Ohio. Several of our members were present and we all did a great job of getting the word out about NAPMM. Next week is the United Fresh Public Policy Conference. Once again, a number of our members and I will be in attendance and help to spread the word about the benefits of our organization.

The Board of Directors remains very active. Again, in January, the Board will conduct its annual retreat to focus on the direction and future of our association. The number of Board Members who attend is exceptional and the work that gets accomplished is invaluable in moving our organization forward. Thank you to all members that have attended in the past.

Last, but not least, our upcoming Annual Conference is scheduled for next March and will be hosted by the Maryland Food Center Authority. Betty Allison, Rose Harrell and their staff are very busy making all of the arrangements while our conference committee is planning an information packed agenda — so save the dates and plan to attend. The convenient location and the amount of interest I have encountered from both new acquaintances and disconnected members should ensure we have a barn burner. I will see you there!

As always, thank you for your continued support!

Ben Vitale, President

MESSAGE FROM THE PRESIDENT

GREENSHEET

October 2012

About NAPMM

Founded in 1947, NAPMM strives to help market managers improve facilities and increase services while encouraging cooperation and exchange of ideas between members and partners.

I N S I D E T H I S I S S U E :

NAPMM Offers Two Great Opportunities for Networking The Fall

SEE-LA Hires New Executive Director

New Vendors, Hot Water System Greet Autumn at Reading Terminal Market

Rochelle’s Table: Food Labels Can Be Confusing

The Building Blocks of Farmers Market—Fidel Delgado (Insert)

New SEE-LA Executive Director James Haydu Talks Farmers’ Markets and Geoducks (Insert)

NAPMM OFFERS TWO GREAT OPPORTUNITIES FOR NETWORKING THE FALL

Fall is the perfect time to reconnect with your market colleagues, recharge your professional battery and to expand your knowledge of best practices and trends in the industry. Join market managers and others critical to the industry at two affordable, regional meetings coming up in Raleigh, North Carolina and Atlanta, Georgia.

The Raleigh meeting, aimed primarily at retail markets and hosted by Ronnie Best and North Carolina Department of Agriculture (NCDA), will be held October 23-24 at the State Farmers Market. Learn about how the NCDA supports farmers and buying local by operating a world-class system of markets across the state and enjoy the beautiful fall weather in the North Carolina state capitol. For registration information, visit our website at napmm.org.

The Atlanta meeting, which will be held November 14-15 is being planned by Paul Thompson and his staff at the State Farmers Market, one of the largest wholesale facilities in the nation. Learn how the Georgia Department of Agriculture supports their states’ growers and wholesalers. (cont’d on back page)

GreenSheet Page 2

James Haydu New Executive Director of

SEE-LA

SEE-LA HIRES NEW EXECUTIVE DIRECTOR

The nonprofit organization that runs the Hollywood farmers market and six others, Sustainable Economic Enterprises of Los Angeles, has hired a new executive director. James W. Haydu, who is currently chief development officer of the Mar Vista Family Center and who worked from 2006 to 2011 as director of communications, policy and marketing for Pike Place Market in Seattle, will start Aug. 27, according to a SEE-LA news release.

The position became vacant in April when Pompea Smith, who founded the Hollywood market in 1991 and served for many years as SEE-LA’s executive director, was fired by the group's board.

This came after a tumultuous year in which the organization faced financial difficulties and a struggle over street closures with the neighboring Los Angeles Film School, which threatened to force the Hollywood market to move from its site. (Earlier this month, the Hollywood market received its street-closure permit from the city, so it is secure in its location for the next year, Michael Woo, chairman of SEE-LA’s board, said in a recent phone conversation.)

A SEE-LA board committee reviewed 80 applicants before selecting Haydu, who offered experience in both the farmers market and nonprofit worlds. Haydu "combines the main qualities we were looking for: ability to lead and manage an energetic staff, financial acumen, expertise in nonprofit fundraising, a vision about the future of food and markets, and a passion for bringing farmers and urban consumers together," Woo said in the press release.

Haydu, 44, was born and raised in the Central Valley and graduated from Cal State Fullerton with a degree in liberal arts and political science. He succeeds Brenda Zamzow-Frazier, a consultant who served as SEE-LA’s interim head for the last four months.

NEW VENDORS, HOT WATER SYSTEM GREET AUTUMN

At Reading Terminal Market

Philadelphia’s Reading Terminal Market took another step towards completion of its $3.5 million renovation project this fall with the opening of two new vendors. On September 1

st, “The Head Nut,” a spice, coffee and nut shop, opened for business along with “The

Tubby Olive,” a purveyor of gourmet olive oils and vinegars on tap. These new vendors will soon be joined by “Wursthaus Schmitz,” a German food vendor, and “Valley Shepherd Creamery,” a New Jersey-based dairy farm and cheese maker, later this year.

The construction and opening of these new four new stalls represents the final stage of the Market’s renovation project, which transformed the eastern third of the market floor with new public rest rooms, a new demonstration kitchen, a multi-purpose event space and new retail space. The project also involved the construction of 2,500 square feet of new refrigeration in the Market basement and the addition of about 2,500 square feet of new dry storage space.

Over the past summer the Market also replaced its failing hot water system, which dated to 1993. The new system re-uses an old but fully-functional gas boiler that was installed to serve the heating needs of the Market but was rarely used. The boiler was re-purposed to make hot water, which is then transferred to four storage tanks before being pumped where needed throughout the Market.

Next on the Market’s to-do list is the filling of two vacancies. The first was a Southern soul food restaurant that closed this past spring. Several finalists to replace this vendor recently competed in an audition in which their soul food offerings were sampled by the Market’s board and staff. A final decision on the chosen applicant will be made in late September. Meanwhile, a longtime seafood vendor who also closed in the spring will shortly be replaced by an Indian/Pakistani restaurant vendor who will add an extensive line of Indo/Pak groceries to their product list. That project is now in design, with construction expected to start before the end of the year.

Philadelphia’s Reading Terminal Market took another step towards

completion of its $3.5 million renovation project this fall with the

opening of two new vendors.

Page 3 October 2012

Having face time with the farmers, directly at the farm or at a market, is a simple way to learn more about the

food we’re consuming.

If there was ever a blanket term—a go-to word—that seemed to champion healthy eating and instill positive

feelings, it’s organic. The word is revered in the

whole-foods and healthy-eating movement.

The reasons for choosing not to become certified are as

varied as the farms themselves. For some, the price required to use the label is an unrealistic

cost for the farm … Others still desire the freedom

to make their own choices about farming

on a day-to-day basis.

ROCHELLE ’S TABLE: FOOD LABELS CAN BE CONFUSING

By Rochelle Bilow/The Post-Standard

With labels like "organic," "all-natural," "locally grown" and "raw" cropping up on food packages everywhere, it can be tricky enough to brave a grocery store trip.

Navigating the world of farm-fresh foods is just as tough. I've become increasingly interested in what all of these buzzwords mean and whether they're really as important as I, an aware and engaged consumer, originally believed.

If there was ever a blanket term -- a go-to word -- that seemed to champion healthy eating and instill positive feelings, it's organic. The word is revered in the whole-foods and healthy-eating movement.

"Organic" is a term regulated by the U.S. Department of Agriculture. That means to put it on packaging, a company must meet certain standards of ingredient usage and/or growing practices -- and pay to use the certification.

This requirement makes it impossible (or difficult, anyway) for a non-organic company to falsely use the word, but it doesn't tell the whole story: Many farms and food companies use natural ingredients and responsible practices that meet or even exceed the standards for organic labeling but choose not to become certified.

The reasons for choosing not to become certified are as varied as the farms themselves.

For some, the price required to use the label is an unrealistic cost for the farm. Other farms operate on a small enough scale that they find the label, which is arguably a marketing tool, to be unnecessary: Sometimes, speaking directly to customers is enough to get the word out.

Others still desire the freedom to make their own choices about farming on a day-to-day basis. A farm that uses largely organic practices may, for example, choose to give an antibiotic to a sick animal if it is young enough to rid the antibiotic from its system before slaughter. Farms that are certified organic are legally not allowed to use antibiotics, but if the requirement isn't there, the option is available.

Michelle and Brendan O'Keefe, of Monarch Farm in Scott, Cortland County, have chosen not to have their products certified organic, though most of their practices could be considered organic. They distribute their product through a CSA (community-supported agriculture) program as well as at the Central New York Regional Market in Syracuse, supplementing their business with restaurant sales.

"In a nutshell, why we haven't become certified is because we do direct retail sales through the market and our CSA," Brendan O'Keefe said. Since the majority of their sales include face-to-face interaction with consumers, they don't need a label to repeat what they've said.

The O'Keefes often use the phrase "non-certified organic" at their booth at the Regional Market. They also use "ecologically grown," which also doesn't require certification.

"That really defines it," Brendan said in reference to the latter term. "We're working in an ecologically sound system. Farms can be certified organic but not (be) ecologically minded."

The cost of certification, as well as the daunting paper trail involved, factors into the O'Keefes' decision to avoid it for the time being. "I see how (the organic certification) could be useful if you're a traditional farm, branching out into organic practices. But I farm on instincts, intuition."

Having face time with the farmers, directly at the farm or at a market, is a simple way to learn more about the food we're consuming, but it's difficult to eat solely farm food. Even most people who seek natural foods (including myself) supplement their diets with store-bought products.

P. O. Box 291284

Columbia, SC 29229

napmm.org

National Association of

Produce Market Managers To learn more about food labels at stores, I spoke with Travis Hance, general manager at the Syracuse Real Food Co-op.

Curious how the word "organic" stacked up to other marketing tactics, I inquired about its use on products found at the co-op.

To demonstrate, Hance grabbed two bottles of salad dressing from the shelf. Both were Annie's Naturals brand Goddess dressing, both made with the same ingredient list and recipe. There were two obvious differences: One was labeled natural and the other U.S. Department of Agriculture-certified organic, and the organic version cost 10 percent more.

The word "natural" is, as Hance put it, a bit of a "sticky wicket" term because its use is unregulated. Food producers can use it however they see fit, and in fact, 7-Up soda did so in a recent advertising campaign.

I balked at hearing this; it seems silly to market a soda as natural, but then we can buy certified organic cookies, so the more I thought about it, the more I realized that the labeling wasn't as important as the composition and nature of the food.

"Locally grown," "pesticide-free" and "naturally grown" are all words Brendan O'Keefe has noticed in food packaging, and, as he points out: "Those words can mean anything."

There is also increasing awareness of the "raw food" diet, a style of eating that requires food not to be heated above about 104 to 115 degrees Fahrenheit. Many raw food advocates associate themselves with vegetarianism or veganism, diets that can indeed be healthy and balanced.

But what does raw really mean? Raw chips, made by dehydration, may be better for us than chips fried in oil, but chips of any sort as a regular and prominent portion of one's diet are detrimental to our health.

It's not hard to eat well in Central New York, with the bounty of agricultural products at our fingertips, but consuming consciously does require a little bit of legwork.

Luckily, there are many resources to help us make healthy choices. NOFA-NY, the Northeast Organic Farming Association of New York is a great starting point for consumers and food producers alike, helping to define, elaborate on and regulate the word organic.

Stores like the Syracuse Real Food Co-op have employees who are knowledgeable and educated consumers themselves.

But to really get the dirt on where food comes from and what it's made of, try talking to the farmers that grow it. I've found that a good conversation can really work up an appetite.

ROCHELLE ’S TABLE: FOOD LABELS CAN BE CONFUSING (CONT’D)

October 2012 Page 4

B O ARD O F D I RE CT O RS

Expires 2013

Deb Churchill Fred Cole

Francis Horne Tom Preston

Expires 2014

Ronnie Best Tommy Crochet

Randall Fogelman James Haydu Dan Kane

Bryon Rhoades Ben Vitale

Expires 2015

Betty Allison Jim Farr

Michael Janis Pat Kelley

Over 65 Years Serving

The Produce Industry

NAPMM OFFERS TWO GREAT OPPORTUNITIES FOR NETWORKING THE FALL

Also learn all about their in depth facilities assessment and what the state is doing with them. Join in with USDA discussions on assessing the values of our nation’s Wholesale Markets, how they impact their communities, and the latest updates on food hub activities.

Detailed information about the Atlanta meeting will be emailed very soon, and will also be posted on our website (napmm.org).

If you have any questions or require more information about these upcoming meetings please contact Ronnie Best/Raleigh at (919) 733-7417 or email ronnie.best@ncagr.gov; or Paul Thompson/Atlanta at (404) 675-6271 or email paul.thompson@agr.georgia.gov.

Hope to see everyone at one of these meetings.

GreenSheet Inser t October 2012

By Fidel Delgado, AIA, AMS Architect—August 9, 2012

Farmers markets are evolving. They are moving away from seasonal, parking lot produce stands and becoming year-round, self-sustaining, community hubs. As more and more cities and communities look for ways to strengthen their local economies, we’ve seen more emphasis placed on both the infrastructure and the actual structure of their farmers markets. That’s where I come in.

As an architect who specializes in farmers markets at USDA’s Agricultural Marketing Service (AMS), I work with local architects, state agriculture agencies or farmers market associations on development projects approved by Secretary Vilsack. Acting as an advisor and research expert for these communities, my goal is to help create a year-round center that brings local foods to consumers while sustaining itself in terms of environmental soundness and financial revenue.

Together we examine the site, surrounding environment and the design requirements for the marketplace. I look at everything from the initial site design to the financial suitability of the planned facilities, basing my feedback and recommendations on the industry standards, building codes and protocols AMS has developed over the last decade.

Site assessment is critical to determine the fit of a new facility in the existing environment. After developing a design concept I provide cost estimates for feasibility assessment. Whether designing a warehouse, a multi-purpose community pavilions or retail centers these factors impact the longevity and economic sustainability of the market.

(cont’d on back page)

TH E B U I L D I N G B L O C K S O F F A R M E R S MA R K E T S

Farmers markets are evolving.

They are moving away from

seasonal, parking lot produce

stands and becoming

year-round, self-sustaining,

community hubs.

Site assessment is critical to

determine the fit of a new

facility in the existing

environment.

… I work with local

architects, state agriculture

agencies or farmers market

associations on development

projects ...

A design concept for the outside of Michigan’s indoor/outdoor market arena. After developing a

design concept, Fidel Delgado, AMS Architect, provides cost estimates and a feasibility assessment.

GreenSheet Inser t October 2012

T H E B U I L D I N G B L O C K S O F F A R M E R S M A R K E T S ( C O N T ’D )

More and more, we’re also looking at the energy consumption needs of farmers markets. For a project like Santa Fe’s LEED certified farmers market, it is obvious that having a market fit into the area infrastructure is just as crucial to its success as having a market that fits into the community culture, like Michigan’s year-round, indoor/outdoor market arena.

For me, each of the dozen or so market plans currently in development need to be a perfect blend of design aesthetics, agricultural vision, their community and cultural environment, and economic reality. Molding these factors over a foundation of best practices and standards helps lend structure to farmers markets as they continue to grow and adapt to the communities they serve.

Visit the wholesale markets and facility design website to learn more about our architect and design services, and to see projects we’ve already completed.

The USDA Know Your Farmer, Know Your Food Compass is another helpful reference, illustrating additional ways USDA’s working to support local food. Use the map to discover other work in you community.

Santa Fe’s LEED certified

farmers market. It is equally

crucial to create a market that

will fit into the existing

infrastructure of the

community.

Visit the wholesale markets

and facility design website to

learn more about our architect

and design services,

and to see projects we’ve

already completed.

Customers browse the farmers

market inside Michigan’s

year-round market arena.

Having a market that fits

into the community culture

and environment

is critical to its success.

GreenSheet Inser t October 2012

F A R M E R S ’ M A R K E T S A N D G E O D U C K S

By Eliza Mills—The Nosh, September 10, 2012

Sustainable Economic Enterprises of Los Angeles -- more commonly known as SEE-LA -- is the non-profit organization behind seven farmer's markets around town, including the famed Hollywood location, and the Farmer's Kitchen restaurant, KCET Food's partner in the monthly recipe contest. It was founded in 1991, and for the first time since then, the organization has a new captain at the helm.

James Haydu made his name in the food world as director of communications, policy and marketing at Seattle's Pike Place Market, a venue that has seen its share of trying times, and always emerges victorious. His experience should serve him well here in L.A., where the future location of the Hollywood Farmer's Market is still up for debate. We sat down with James to discuss the forward momentum of the organization, as well as his very favorite recipes.

What's your vision for food culture in L.A.?

The continued proliferation of farmer's markets. SEE-LA is clearly a leader in having been a major part of building the farmer's market experience and movement in Los Angeles. I would hope that the food culture continues to evolve, specifically urban farmer's markets and in neighborhoods that aren't used to having an outlet for fresh and local food.

How can we, as a culture, as a community in Los Angeles take steps towards

fostering that kind of food culture?

I'm a big believer in the "it takes a village" philosophy: individuals form a collective. So, as individuals, getting into the habit, and continuing the habit, of being customers at farmer's markets. The fact that there are so many great farmer's markets available in so many neighborhoods in Los Angeles is such an easy way to have an alternative to going into a grocery store, and to support these local farms. Some of these farmers might come from 200 miles away, but that's what's local to the state, and to the state's economy, and to the farmer's economy, and that's vital.

What's the importance of supporting these farms in an urban setting?

An urban setting is so diverse. Socioeconomically, culturally, food-culturally, and in the past 20 years, during the proliferation of farmer's markets, people are having the ability, and the expanded ability, to make a choice. To walk into a farmer's market or to walk into a grocery store. And the farmer's market is the best alternative if those people are looking for the best food that they can buy from a local source. Wouldn't it be great if it became top of mind, and second nature, to walk into a farmer's market just like people are hardwired to walk into a fast food establishment.

What's your plan for the markets under the SEE-LA umbrella?

I'm really lucky, because the mission of SEE-LA is one hundred percent intact. The markets function the way they were intended to function. There are no big plans afoot to change anything -- nothing needs to be changed about the way the markets run. SEE-LA, just like every not for profit, has its challenges. We're dependent on grant funding. Moving forward, one of the things from a holistic point of view that doesn’t have to do with any one market in particular will be the creation and the implementation of a fund development plan that includes some fundraising. (cont’d on back page)

N E W SEE-LA E X E C U T I V E D I R E C T O R J A M E S H A Y D U T A L K S . . .

James Haydu made his name

in the food world as

director of communications,

policy and marketing at

Seattle’s Pike Place

Market ...

I’m really lucky, because the

mission of SEE-LA is one

hundred percent intact.

The markets function the way

they were intended to function.

SEE-LA is clearly a leader

in having been a major part

of building the farmer’s

market experience and

movement in Los Angeles.

o

GreenSheet Inser t October 2012

N E W SEE-LA E X E C U T I V E D I R E C T O R J A M E S H A Y D U T A L K S …

F A R M E R S ’ M A R K E T S A N D G E O D U C K S ( C O N T ’ D )

We're in seven different locations, as far as markets go. We run a host of different programs under the SEE-LA, including the Good Cooking Program, which brings nutrition and cooking courses to low-income neighborhoods, our Farmer To Classroom program, which brings farmers literally into the classroom to teach kindergarten and elementary students about food and the growing of food. We do a lot already. Right now the idea is to continue to foster our programs, potential for growth is always in the future. We're quite good at what we do, and right now we're satisfied with where we are.

How will SEE-LA continue to nurture the individual personalities of these markets

and the relationships between the markets and the farmers?

Happily, SEE-LA's reputation in the farming community is quite good. We have excellent relationships with the producers in Southern California. The challenge is that some neighborhoods aren't used to having the option of a farmer's market. SEE-LA's responsibility is to continue to foster the relationship, and to do the outreach necessary -- and it does take outreach, you just don't put up a farmer's market in any neighborhood and people come. You have to help the customers understand that this option is available. That's the focus, really, it's not so much the farmer's with the customers, it's SEE-LA continuing to evolve in it's mission to give the customers in the neighborhoods we're in these options.

How will your experience at Seattle's Pike Place Market help you in this role?

Anybody who works with farmer's markets or works in food or food policy, if you do it long enough, and you love it, it gets into your bloodstream. You become a Farmer's Market junkie. What you have to realize when you're involved in Farmer's Markets or a public market is that most of the time it's not for profit. What I can do is help SEE-LA embrace and expound on the fact that while we're in the business of providing a community service through farmer's markets, we're also a business, and it takes a lot of people and a lot of resources and a lot of volunteers to run that, and that's something I learned to do quite well at Pike.

What's the most unique thing you've ever seen at a farmer's market?

This is hard! Here's a good one. Right after I moved to Seattle and became part of the Pike Place Market team, one of the venders who sold fish had geoducks [pronounced gooey duck].Google it. What you do is you slice it razor thin and you can fry it or cook it, and they're sort of sweet, like abalone, and they're delicious. The times I've had it, once was deep fried, and another time was with garlic and herbs, and a broth. That was one of the most unusual things I've ever seen.

Do you have a favorite food?

I have a couple of favorite recipes, one is what Alice Waters calls The Egg, and I first read about it in her book, In the Green Kitchen. You basically poach an egg, you toast a good piece of French baguette, you put some tomato and garlic in a mortar and pestle, some parsley, some salt, and you let that macerate for awhile. You take the egg out of the water, you put it on the toasted piece of bread, and the vegetables on top of it, and it's just stupidly delicious; I could eat it every day.

The other is a cake called the Winning Hearts and Minds Cake. I read about it in a book by Molly Wizenburg. It's a flourless chocolate cake that is again, just stupidly delicious. I could have The Egg for breakfast every day and then finish the day off with the Winning Hearts and Minds Cake.

Right now the idea is

to continue to foster

our programs …

We’re quite good at what we

do, and right now we’re

satisfied with where we are.

Anybody who works with

farmer’s markets or works in

food or food policy, if you do it

long enough, you love it …

You become a Farmer’s

Market junkie.

Customers browse the farmers

market inside Michigan’s

year-round market arena.

Having a market that fits

into the community culture

and environment

is critical to its success.