Adapting to the COVID-19 pandemic
Farmers markets are considered “essential services” in Arizona and will continue to be open during the COVID-19 pandemic. And, until June 30, Arizonans receiving food assistance can double their SNAP dollars without limit.
SNAP-dollars at Heirloom Farmers Market at Rillito Park
At the end of February, the Heirloom Farmers Market at Rillito park was packed. Customers walked shoulder to shoulder in both directions. A band played music on the stage.
With the rise of the COVID-19 pandemic, the market has transformed. “The vibe of the market has changed a lot but we have been able to do what our mission is, and just still offer access to fresh local food,” said Zoë Anderson, the director of the advancement for Heirloom Farmers Markets, a network that includes five markets with 150 businesses.
In April, vendors were spaced out to allow for social distancing. Farmers covered their faces with bandanas and masks. They were required to pre-packaged food items to reduce contact with produce. The majority of food vendors were still selling fresh produce. Only craft and prepared food were no longer on sale.
“There has been a pretty huge drop in customers,” said Laura Brehm, who was selling produce from local farmers through her small business called Laura’s Local. “But we are still selling pretty much the same. We’re finding that people are buying a lot more at the market right now than they were before, so that’s nice they are being supportive.”
Loyal customers couldn’t substitute, however, for the lost income from restaurant sales, she said. Before the pandemic, her business was supplying 15 restaurants and resorts with mushrooms and fresh fruits and vegetables. Now, they are not buying anything. She is glad to still be able to run her business. For small scale farmers and backyard gardeners, farmers markets present an opportunity to find customers and start a business.
“We're a business incubator, a place where people bring ideas of what they think will sell and they put it to the test,” Anderson said. “A farmers market is a great place to get feedback from your customers to see if people even like your product. And it's a way to build your brand.” Farmers markets provide not only distribution sites but also marketing services for businesses.
Before the pandemic, Heirloom Farmers Markets, for example, had programs like “Taste of the Market” to give its customers ideas about recipes using market produce. Anderson said that oftentimes farmers whose ingredients were listed in the recipe would sell out their product faster.
During the COVID-19 pandemic, Heirloom Farmers Markets created and promoted lists of businesses that provided delivery, pick-up, and pre-order services. “We even have been accommodating some of those people who do have a compromised immune system to take their information over the phone and to work with the farmers to get the food they need,” Anderson said.
Zoe Anderson, a director of advancement for Heirloom Farmers Markets, talks about Double Up Food Bucks Arizona and other programs to attract SNAP-clients.
Heirloom Farmers Markets has also suffered a decline in income: with one out of five markets closed, it receives less rent money. To adapt, the non-profit had to cut employees hours, Anderson said. With less workforce, it focuses on two key directions: helping local growers survive and providing access to fresh local food.
Since 2016, Heirloom Farmers Markets has accepted SNAP-dollars (formerly called food stamps), so customers who receive food assistance can use their benefits to shop at the market. With a grant from Pinnacle Prevention, every SNAP-dollar spent on the market is doubled.
“If I spend $20 of food stamps, I get $40 in produce.” said customer Aubrey, who came to the market to buy groceries for her and her son.
That’s the main reason we come every week.” Under this program, additional money can be spent only on local produce.
Anderson points out that the program provides better food to people who might not always have access to it but also puts money back into local farming.
As a part of community response to the COVID-19 pandemic, till June 30 there are no limits on food stamps that can be doubled.