The Danbury Farmers”™ Market Community Collaborative has received a grant of $27,133 from the state Department of Agriculture”™s farm viability grant program in support of a multipronged goal to increase consumer participation and vendor sales at the market by at least 25 percent in 2016.
In partnership with CityCenter Danbury, the collaborative consists of more than 30 community leaders who share the goal of fostering downtown Danbury”™s economic development and agricultural viability by providing equitable access to fresh food for all.
Farm viability grants are aimed “at helping municipalities and agricultural nonprofits create infrastructure that sustains and enhances agriculture in their communities with the help of matching grants,” according to the Danbury collaborative.
“As we approach our seventh season, getting the word out to the Danbury region that the Danbury Farmers”™ Market has sprouted new energy and vibrancy is a critical piece of our marketing strategy,” said Peggy Zamore, nutritionist and coordinator of the market. “The success of the next 10 years rides on the success of promoting this growth and this grant makes that possible.”
Recently awarded to more than a dozen municipalities and nonprofit organizations across the state, the farm viability grant supports improvements to farmers markets and their promotion, expansion of school and community gardens, preservation of farmland; the installation of composting facilities and other unspecified enhancement programs.
“Over the years, this grant program has been very successful in helping our cities and towns accomplish projects that support farming, growing healthy food and connecting residents with agriculture in a number of ways,” Department of Agriculture Commissioner Steven K. Reviczky said.
With the move from Fridays to Saturdays, organizers expect an increase in the number of vendors, while improving the merchant mix. Additionally, the market is aiming to create a new stream of customers, adding to the existing customers who have supported the market over the years. With increased numbers of nearby shoppers, the market will be able to offer such products as cheese, breads, poultry and other value-added products, while continuing its highly successful nutrition-in-action program, which is titled “Better Health Through Better Food.” That program serves recipients by doubling the value of their government food assistance at the market.
Based on a successful pilot program this past season, community buzz will be created through a mix of strategies, including print ads with coupons, online ads, monthly market promotional giveaways, bus ads and direct marketing to potential new cash/credit and nutrition benefit shoppers. An element of fun is also planned with Market Madness, special promotion days with market-branded giveaways.
The Danbury Farmers”™ Market will open June 25 and run every Saturday through Oct. 29. Hours are 10 a.m. to 2 p.m.
The market”™s nonprofit partner, CityCenter Danbury, is a taxing district “that works to meet, sustain and surpass the four principals of organization, promotion, design and economic restructuring under the national Main Street program.” It is supported through assessments by CityCenter property owners within the district. In its statement, the market said, “CityCenter is only one of five downtown improvement districts in Connecticut recognized by the Connecticut Main Street Center and is listed on the National Register of Historic Places.”
