Project Description

Market Manager, Downtown South Boston Farmers Market

Melissa Nelson is currently the Market Manager for the Downtown South Boston Farmers Market in South Boston, Virginia. Prior to becoming the Market Manager, she was already managing her own farm as a 4th generation farmer and was an active vendor at the downtown market. In 2024, Melissa led the market to achieve the coveted Gold Medal from the Virginia Farmers Market Association (VAFMA).
Melissa’s passion for farming is the catalyst behind her creative management of the market that has resulted in significant growth and improvements over the past two years. She assumed her position with an ambitious agenda to improve the market and implement programs to increase the number of individuals who take advantage of all the market has to offer.

Under Melissa’s management, between 2023 and 2024 the market experienced a 25% increase in the number of registered farmers and vendors. As of September, and with three (3) more months remaining, the market has already met the 2023 actual participation numbers in the Power of Produce (POP) program. Melissa focuses on creative programs, consistent messaging, interactive marketing, and collaboration as key components of the marketing strategy.

Under her direction, the Supplemental Nutrition Assistance Program (SNAP/EBT) sales have increased 65% year-to-date over 2023. Year-to-date, Virginia Fresh Match (VFM) sales have increased 49% over 2023. Both programs were included as part of the overall plan to position the market as a key resource of food for children and the under-served populations. She also collaborated with local businesses to establish a Food Pantry at the market supported by community donations. The market also supports The People’s Pantry for the needy in Halifax County, Virginia.

Melissa collaborates with local social service agencies, the Virginia Department of Health, Master Gardeners, and local fire, emergency, and police departments to interactively promote programs and services. She works with local healthcare institutions and other resources to encourage participation in market programs and attract local sponsors. She visits local schools to promote POP Club and provide information on growing food and eating healthier. Melissa uses social media and written materials to provide information that encourages the most vulnerable populations to take advantage of programs like SNAP and VFM.

In April 2023, just six (6) months after assuming the role of Market Manager, Melissa kicked off her first major Wednesday at the Market event. These events are held April through September and they position the Downtown South Boston Farmers Market as a community gathering space where participants find fresh local produce, meat, eggs, poultry, crafts, and more. They also enjoy live music, food trucks, and activities that promote health and wellness. Wednesday at the Market continues to be a popular community event each week with high attendance.

In addition to her work at the market, Melissa coordinates major events for Destination Downtown South Boston (DDSB) to cross-promote the market with local businesses. She has successfully established partnerships with downtown businesses to expand marketing outreach such as POP Club hosted by local businesses and food collection for the market’s food pantry for the needy.

Melissa worked on the front lines as a Certified Nursing Assistant in the Hospital Emergency Departments for over 10 years in Virginia and North Carolina hospitals before becoming the Market Manager. Her healthcare knowledge and farming experience contribute to her success in promoting community health initiatives aimed at health and wellness. She couldn’t do what she does without the support of her amazing boyfriend Jason, and their fur baby Macey. She also credits her family for making it possible to do all she does because they are always by her side.