Land for Conservation & Community

685 N. Pope Street • Athens, Georgia 30601

www.athenslandtrust.org Business Plan for SNAP! At the Market programMission: The West Broad Farmers Market seeks to increase access to healthy food for neighborhood residents, increase economic opportunities for underserved farmers and neighborhood growers, and improve quality of life in the Hancock Corridor and the Athens community.

Executive Summary:

Athens-Clarke County, Georgia, has the highest poverty rate in the nation for communities of its size. More than one in five residents (20.4%) of Athens-Clarke County are food insecure. In the Hancock Corridor, where the West Broad Farmers Market (WBFM) is located, over 40% of residents receive SNAP benefits. Many low-income people have less access to affordable and healthy food options which can contribute to obesity, heart disease, and malnutrition.

Farmers markets are good sources for locally grown fresh fruits and vegetables in urban and low-income settings. Indeed, in recent surveys of SNAP participants, the most commonly reported reason for shopping at a specific farmers market was access to high-quality fruits and vegetables. WBFM aims to address barriers to food access partially through doubling EBT dollars. Studies indicate that this is the most effective financial incentive to promote the purchase of fruits and vegetables. However, SNAP participants are largely unaware of these kinds of SNAP-based Incentives Programs (SBIP) in their communities, including at farmers markets at which they may already shop. SNAP participants who were aware of such incentives were more than 40 times more likely to shop at farmers markets.

A recent survey of farmers in the state conducted by the University of Georgia found that the greatest interest in a food hub was among small fruit and vegetable producers. There was also interest among producers of honey, eggs, and wine grapes. Most farmers wereinterested in a food hub for help with marketing and sales. Cooling and refrigerated storage was the most critical equipment need identified.

Because awareness is key in determining whether SNAP recipients shop at farmers markets, reaching this segment of the population and informing them of incentives is crucial. As WBFM has grown over its two years of operation, so has the redemption value of EBT dollars. A total of $510 in EBT dollars were doubled during the 2013 Market season, resulting in the purchase of $1,020 in value. A total of $1,162 in EBT dollars were doubled during the 2014 Market season, resulting in the purchase of $2,324 in value.

Land for Conservation & Community

685 N. Pope Street • Athens, Georgia 30601

www.athenslandtrust.orgThe goal of the SNAP! At the Market program is to expand and promote the financial and non-financial incentives and benefits available to low-income residents at the West Broad Market, increasing access to affordable local organic fruits and vegetables among SNAP recipients. Because farmers markets provide an important source for local, organic produce in urban areas, we believe the SNAP! At the Market program will be financially viable. WBFM is operated by the Athens Land Trust, a non-profit organization that is membership-based with an elected Board of Directors. WBFM will develop a marketing plan to promote the incentives available for the purchase of local organic produce. The sources of revenue include vendor fees, sponsorships and grants.

The expenses of the SNAP! At the Market program include incentives, personnel and marketing. A significant benefit of having the market at the West Broad School site is that the use of the site is being donated by the Clarke County School District. This saves approximately $3,000-$4,000 per month.

Financial projections for SNAP! At the Market program and WBFM show that the program will be self-supporting by the fourth year. By expanding our advertising of WBFM and our SNAP! At the Market program, the market’s capacity will grow and the number of vendors will increase. Vendor fees for the WBFM will be on a sliding scale and will continue to increase as the market grows. Thus, more traffic to the market will sustain the voucher program. The conclusion is there will be enough revenue to sustain the SNAP! At the Market program.

Athens Land Trust is a private, non-profit 501(c)(3) organization whose mission is to encourage cohesive communities by conserving land and natural resources, providing sustainable and affordable housing, and supporting local agriculture.

Because the farmers market has a charitable mission of increasing access to healthy food, educating low-income consumers, and supporting low-income vendors and farmers, Athens Land Trust will ask local businesses for sponsorships. We are estimating an increasing amount of sponsorships as the Farmers Market grows.

In addition to the revenue mentioned previously, Athens Land Trust will continue to apply for grants to provide SNAP incentives to customers. Based on current funding levels, we expect to receive $50,000-$75,000 to support these programs.

Year 1 Year 2 Year 3 Year 4Income

Vendors $14,025 $20,000 33,800 $48,100

Sponsorships $5,000 $7,500 $10,000 $12,000

Total Income $19,025 $27,500 $43,800 $60,100

Expenses

Personnel $25,000 $25,000 $25,000 $25,000

Vouchers & Incentives $15,755 $15,755 $15,755 $15,755

Promotional Materials $4,000 $4,000 $4,000 $4,000

Utilities $2,400 $2,400 $2,400 $2,400

Insurance $1,500 $1,500 $1,500 $1,500

Total Expenses $48,655 $48,655 $48,655 $48,655

Income minus Expenses -$29,630 $21,155 -$4,855 $11,445