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CASE STUDY 6: Implementing Wireless Card Services at Farmers Markets: Challenges and Opportunities
Presented by Suzanne Briggs
West Coast Direct Marketing Summit
10:30 AM, Location:  Forum
July 8, 2009
Download powerpoint slides

The USDA’s decision to replace food stamp coupons with EBT cards minimized the farmers’ markets’ ability to be a fruit and vegetable access point for low-income people. With the invention of wireless card machines, this opportunity returned but with a new level of sophistication and complexity. The EBT programs have grown substantially over the past four years largely due to USDA grants.  As reflected by debit, credit and SNAP sales, wireless card services are here to stay.   
 
However, because of the costs and financial accounting associated with each machine, most markets have assumed the responsibility of operating one card service machine for each market. When markets take on this responsibility, they assume additional and sometimes highly variable costs that they must cover, and they become the financial agent for large sums of money being transferred from customers to farmers.  This requires careful accounting.  Simple accounting, but nonetheless, still intimidating to many farmers market organizations. In 2004, a farmers’ market card service accounting model was created at the Hollywood Farmers Market in Portland, Oregon.  This model has now been taught in eight different states. The project presentation will focus on lessons learned and thoughts on how to make new and already existing card service programs more sustainable in the future.


Suzanne Briggs www.oregonfarmersmarkets.org/cust/Debit%20Food%20Stamp%20Program.html    
Suzanne grew up on a Montana wheat farm.  During the 80’s and early 90’s she was a Production Manager in the apparel industry, which included 7 years at Nike. In 1997, she found her way back to her agricultural roots when she helped start the Hollywood Farmers’ Market in her Portland neighborhood.  With 100 volunteers and 45 vendors, this market now attracts 4000 shoppers.
 
Inspired by the success of the Hollywood Farmers’ Market, Suzanne helped revitalize the Oregon Farmers’ Market Association and served as its President from 2000 to 2005.  In that period, the number of markets statewide grew from 35 to over 70 markets. Over the past four years, she has developed a Debit SNAP in Farmers’ Market program. Suzanne has now taught workshops in eight different states.  Currently, she is serving on the USDA EBT Resource Guide Advisory Group.
 
In 2004, Suzanne became a consultant for Kaiser Permanente’s Community Health Initiative.  This national health care program’s goal is to initiate community-level interventions that lead to healthy community environmental and policy changes.


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