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Study suggests several changes for Bloomington Farmers' Market

By Bente Bouthier

Posted October 31, 2024

(WTIU News, Bente Bouthier)

A study of the city of Bloomington’s Farmers’ Market calls for better communication with vendors, market layout, transparency, commitment to sustainability, and addressing its past.

The city released the report from Zionsville-based Zec Eight Insights, which was paid $20,000 for the work.

The city said a few issues prompted an evaluation of the local market scene:

Five years ago, the market shut down temporarily over concerns for public safety. The white supremacist views of one of its vendors became public, sparking protests over her presence.   

Additionally, sales and attendance at the market dropped substantially during the COVID-19 pandemic and have gradually been increasing since 2021.

And the market turned 50 this year, making it a good time to evaluate its role in the community.

Zec Eight Insights visited the market in June and gathered feedback from 48 previous and current market vendors.

According to the study, vendors like the city market’s location, regular customer base, and community atmosphere.

But vendors said they want more transparency about the market’s business and revenue. They also want more consistent enforcement of market policies, specifically on resale of nonlocal products.

The market operates on a points-based system, to reward vendor seniority and consistency. But the report said the system is seen as confusing and difficult to understand.

Vendors participating in the report said they wanted the city market to work on restoring trust lost after issues of racism at the market in 2019.

The study also looked at feedback from 124 customer surveys. Most respondents were over 46 years old. Respondents could indicate how often they attended the market, the amount they typically spent, and goods they purchased.

The study said several customers want to see the city market reunify, after some vendors split to form their own in 2019. It added respondents disliked the politicization of the city market connected with issues of racism and protests in 2019.

Customers also wanted more transparency from vendors on their farming practices, according to the survey.

Zec Eight Insights gave eight recommendations based on the feedback, that included altering the market’s points-based system for vendors, clarifying the market advisory council’s role, and addressing the market’s past.

The report said, “there is a lot of angst, negative emotions, and overall concerns stemming from a 2019 incident in which vendors did not feel as if they were supported by the City. Direct recognition of the past with a commitment to the future will most likely go a long way for rebuilding/building trust, open communication, and transparency with BCFM vendors and customers.”

A release from the city said it is evaluating the report.