Passport to Success:
Leveling Up!
Mid-Atlantic Farmers Market Conference
brought to you by Virginia State University Cooperative Extension and the Virginia Farmers Market Association
November 13-15, 2024
Location:
Doubletree by Hilton
Richmond-Midlothian
1021 Koger Center Drive
Richmond, VA 23235
Virginia State University and the Virginia Farmers Market Association are excited to bring you the 2024 Mid-Atlantic Farmers Market Conference!
This 3-day event held in Richmond, Virginia will bring together farmers, market managers, agriculture policymakers, and community partners to share their passion for farms, food access, small business, healthy communities, and farmers markets.
There are targeted workshops, dynamic speakers, and fun-filled social networking. This year’s theme focuses on providing attendees with real tools they can walk away with and immediately implement in their markets or businesses. The conference has three tracks — New Market Managers, Experienced Market Managers, and Vendors.
The conference also includes an optional pre-conference day (November 13th) where participants can choose to get certified in CPR and/or ServSafe.
This conference will give you the passport to level up.
CONFERENCE AGENDA
Pre-Conference Workshops | Wednesday, November 13
10:00 am to 2:00 pm – First Aid, CPR and AED Certification
The First Aid/CPR/AED course incorporates the latest science and teaches students how to respond to emergencies. Students who successfully complete this course will receive a certificate valid for two years. Registration
9:00 am to 5:00 pm – ServSafe Food Protection Manager Certification
The ServSafe Food Protection Manager Certification is a nationally accredited certification developed by the National Restaurant Association. It is widely recognized and accepted by health departments nationwide. Registration
4:00 pm – 8:00 pm – Early Registration – Hotel Lobby
General Conference | Thursday, November 14
6:00 am – Conference Registration
8:00 am – 9:00 am – Welcome! Introductions and Session Review
- Joseph W. Guthrie, VDACS Commissioner
- Dr. Robert N. Corley III, Dean and 1890 Extension Administrator of the College of Agriculture at Virginia State University
- Dr. Janine Parker Woods, Associate Administrator, Virginia State University Cooperative Extension
- Dr. M. Omar Faison, Associate Vice President for Research and Director of Sponsored Programs VSU and VAFMA Board President
- Dr. Theresa Nartea, Associate Professor State Program Leader (Food) Integrated Marketing Program Director, Extension Specialist, Virginia State University Cooperative Extension
9:00 am – 4:00 pm – Farmers Market Food Safety Tents: Hands on practice for identifying food safety issues
9:10 am – 10:05 am – I. Food Access Programs for Market Success
- Elizabeth Borst, Virginia Fresh Match
- Amy Crone, Market Link
- Claudia Jackson, Virginia Department of Social Services
- Bill Jenkins, USDA Food and Nutrition Service
- Matthew Wasikiewicz, Farm Market Fresh
10:25 am – 11:20 am – II. Concurrent Break-Out Sessions
- Small Business Accounting Basics
Samantha Day, Tatum Accounting
- “D.I.Y.” AI: Harnessing Artificial Intelligence Without Losing Your Personal Touch
Emilie Davis, Magic Mirror Marketing
- Aligning Market Leadership Values with Community Partnerships
Sagdrina Brown Jalal, SageD Consulting
11:30 am – 12:25 am – III. Concurrent Break-Out Sessions
- Growing Community: Tips and Tools for Growing your Community Market with Placemaking
Rebecca Adcock, Patrick County Chamber of Commerce
Sarah Wray, Reynolds Homestead
- Modernization of Farm Market Fresh and Farmers Market Nutrition Programs
Sara Servin, Farmers Market Nutrition Program Coordinator, Maryland Department of Agriculture
Matthew Wasikiewicz, Farm Market Fresh Coordinator – Virginia
- Standard Operating Procedures for Success
Sheila Rhodes, Owner, Small Batch Kitchen & PROVISIONal COO
- Navigating the Regulatory Requirements of Selling from Small Farm Production
Paul Boulden Jr., Studley Farms
12:35 pm – 1:40 pm – Lunch
1:50 pm – 2:50 pm — IV. Concurrent Break-Out Sessions
- Going for the Gold: Market Manager Q and A
Karen Grisevich, Wes Surina & Sean Boyer, GrowRVA, RVA Big Market & South of the James Market
Sabrina Dooley, Market Manager, Smithfield Farmers Market
Melissa Nelson, Market Manager, Downtown South Boston Farmers Market
Tisha Sawyer, former Market Manager, Hopewell Farmers Market
- Unlocking Food Security Through Farmers & Markets: A Data-Driven Exploration
Beth Austin, Virginia Community Food Connections
Elizabeth Borst, Virginia Fresh Match
Alistar Harris, Shalom Farms
Sam Hedges, Virginia Fresh Match
Connie Kenny, LEAP
- From Stalls to Stability: The Truth Behind the Grind Vendor Q& A
Amy Lu, Crunch On Snacks
Kyle Morse, The Mayor
Dre Sandoval, Hunger Shop
Kelly Shepherd, What The Farm
Brad Webber, Top Knot Artisan Bakery
- The Possibility of Plastic Free Farmers Markets – A discussion on how, or if, we get there
Jennifer Cole, Clean Fairfax
Elizabeth Moore, Fairfax County Park Authority
Mary West, Mt. Olympus Berry Farm
3:00 pm – 4:00 pm — V. Concurrent Break-Out Sessions
- The Key to Powerful Marketing
Emilie Davis, Magic Mirror Marketing
- Avoiding Common Legal Pitfalls for Farmers Markets
Wendy Chen, Center for Agriculture and Food Systems at Vermont Law and Graduate School
- Food is Medicine
Dr. Cliff Morris, Morris Cardiovascular and Risk Reduction Center
Maureen McNamara Best, LEAP
The Kelly Foundation
- Encouraging the Healthy Choice: How SNAP-Ed Supports Farmers and Farmers Markets in the Mid-Atlantic Region
Carmen Angel, Washington DC Health Department
Meredith Ledlie Johnson, Virginia Food Nutrition Program
Dr. Amanda Gomes, USDA Food and Nutrition Service
Kristin McCartney, West Virginia SNAP-Ed
4:00 pm – 5:00 pm – Reception (refreshments and cash bar)
5:30 pm – 7:30 pm – Dinner
General Conference | Friday, November 15
8:45 am – 9:45 am – VI. Keynote Speaker: Catt Fields White, Truth & Dare: Speak Up for Farmers Markets
More than 12,000 farmers markets operate in the United States and Canada alone, hosting some quarter million producers and small businesses. It’s a multi-billion dollar industry that is hiding in plain sight, rarely included in food system conversations or news stories. Big box stores slap “Farmers Market Fresh” signs above bins of imported produce and delivery services claim to “bring the farmers market to you”. Join Farmers Market Pro Catt Fields White to talk about how to raise our voices, call out greenwashing, and speak up for farmers markets.
10:00 am – 12:00 pm – Farmers Market Food Safety Tents: Hands on practice for identifying food safety issues
10:05 am – 11:05 am – VII. Concurrent Break-Out Sessions
- Managing Common Legal Risks for Farmers Markets
Wendy Chen, Center for Agriculture and Food Systems at Vermont Law and Graduate School
- Conflict Resolution and Leadership Styles in Farmers Market Management
Sagdrina Brown Jalal, SageD Consulting
- The Big Bite – Vendor Marketing Essentials
Barb Lamb, Big Spoon Co.
- Cultivating Cooperation — Using Vendor Visits as a Tool for Market Managers
Isaac Campbell, Salem Farmers Market
11:10 am – 12:05 pm – VIII. Concurrent Break-Out Sessions
- Federal Grants and Getting True Costs Back
Ben Feldman and Debbie Beyea, Co-Founders, Indirect Rates Consulting
- Survey Says … Using Survey Data to Make Decisions
Dr. Omar Faison, Virginia State University
Phil Easley, Mary’s Flowers
- Bridging the Language Gap: Ensuring Equitable Access to SNAP Matching Programs at Farmers Markets
Ahoo Salem, Blue Ridge Literacy
- From Field to Fan: Turn Your Passion into Powerful Marketing Tools
Kathryn Tuttle, Founder, KT Advisors
12:10 pm – 1:45 pm – Lunch
- Certified Market System
- Farmers Market University
- Wrap and Close
2:00 pm – 5:00 pm – Networking and Regional Meetings
Cost
- VAFMA Member – $285
- Non-member – $345
There is a 15% discount for 5 or more registrants – select the “5 or More Group Discount” registration option to receive the discount.
Registration cost includes attendance and food only. Parking, lodging, CPR and ServSafe certification not included. There will be a separate sign-up for pre-conference day events (Servsafe Certification, First-Aid CPR, and boxed lunch options available at additional cost. Limited space). To learn more about becoming a VAFMA member, go to www.vafma.org/member-benefits/
Lodging – Book soon, rooms are nearly gone!
You may use this link to book your stay at the conference venue, the Doubletree by Hilton.
If you decide to make your reservations directly through Hilton.com or through the Hilton Honors app, please use the three letter group code: 92E
Become a Sponsor
To become a sponsor or exhibitor, please complete the Sponsorship form.
Sponsors
Exhibitors
Funding for this publication was made possible by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service through grant 21FMPPVA1084. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.