The document provides a business plan for a SNAP! At the Market program at the West Broad Farmers Market in Athens, Georgia. The program aims to increase access to healthy foods for low-income residents by doubling SNAP benefits used at the market. It details the market's mission, barriers to food access in the community, and growth of SNAP redemptions over two years. Financial projections show that by expanding advertising and growing the number of vendors over four years, the program will become self-sustaining through increased vendor fees, sponsorships, and grants.

1. Land for Conservation& Community
685N.PopeStreet • Athens,Georgia 30601
www.athenslandtrust.org
706.613.0122
Business Plan for SNAP! At the Marketprogram
Mission: The West BroadFarmers Market seeks to
increase access to healthy food for neighborhood
residents,increase economic opportunities for
underserved farmers andneighborhood growers, and
improve qualityof life in the Hancock Corridor and
the Athens community.
Executive Summary:
Athens-Clarke County, Georgia, has the highest poverty rate in the
nation for communities of its size. More than one in five residents
(20.4%) of Athens-Clarke County are food insecure. In the Hancock
Corridor, where the West Broad Farmers Market (WBFM) is located,
over 40% of residents receive SNAP benefits. Many low-income
people have less access to affordable and healthy food options
which can contribute to obesity, heart disease, and malnutrition.
Farmers markets are good sources for locally grown fresh fruits and vegetables in urban and low-income settings. Indeed, in recent surveys
of SNAP participants, the most commonly reported reason for shopping at a specific farmers market was access to high-quality fruits and
vegetables. WBFM aims to address barriers to food access partially through doubling EBT dollars. Studies indicate that this is the most
effective financial incentive to promote the purchase of fruits and vegetables. However, SNAP participants are largely unaware of these
kinds of SNAP-based Incentives Programs (SBIP) in their communities, including at farmers markets at which they may already shop. SNAP
participants who were aware of such incentives were more than 40 times more likely to shop at farmers markets.
Arecent survey of farmers inthe state conducted bythe University of Georgia found that
the greatest interest ina food hub was among small fruit and vegetable producers. There
was also interest among producers ofhoney, eggs, and wine grapes. Most farmers were
interested in a food hub for help with marketing and sales. Cooling and refrigerated storage
was the most critical equipment need identified.
Because awareness is key in determining whether SNAP recipients shop at farmers
markets, reaching this segment of the population and informing them of
incentives is crucial. As WBFM has grown over its two years of operation, so has
the redemption value of EBT dollars. A total of $510 in EBT dollars were doubled
during the 2013 Market season, resulting in the purchase of $1,020 in value. A total
of $1,162 in EBT dollars were doubled during the 2014 Market season, resulting in
the purchase of $2,324 in value.

2. Land for Conservation& Community
685N.PopeStreet • Athens,Georgia 30601
www.athenslandtrust.org
706.613.0122
The goal of the SNAP! At the Market program is to expand and
promote the financial and non-financial incentives and benefits
available to low-income residents at the West Broad Market,
increasing access to affordable local organic fruits and vegetables
among SNAP recipients. Because farmers markets provide an
important source for local, organic produce in urban areas, we
believe the SNAP! At the Market program will be financially viable.
WBFM is operated by the Athens Land Trust, a non-profit
organization that is membership-based with an elected Board of
Directors. WBFM will develop a marketing plan to promote the
incentives available for the purchase of local organic produce. The
sources of revenue include vendor fees, sponsorships and grants.
The expenses of the SNAP! At the Market program include
incentives, personnel and marketing. A significant benefit of
having the market at the West Broad School site is that the use of
the site is being donated by the Clarke County School District. This
saves approximately $3,000-$4,000 per month.
Financial projections for SNAP! At the Market program and WBFM
show that the program will be self-supporting by the fourth year.
By expanding our advertising of WBFM and our SNAP! At the
Market program, the market’s capacity will grow and the number
of vendors will increase. Vendor fees for the WBFM will be on a
sliding scale and will continue to increase as the market grows.
Thus, more traffic to the market will sustain the voucher program.
The conclusion is there will be enough revenue to sustain the
SNAP! At the Market program.
Because the farmers market has a charitable mission of
increasing access to healthy food, educating low-income
consumers, and supporting low-income vendors and farmers,
Athens Land Trust will ask local businesses for sponsorships.
We are estimating an increasing amount of sponsorships as the
Farmers Market grows.
In addition to the revenue mentioned previously, Athens Land
Trust will continue to apply for grants to provide SNAP
incentives to customers. Based on current funding levels, we
expect to receive $50,000-$75,000 to support these programs.

3. Year 1 Year 2 Year 3 Year 4
Income
Vendors $14,025 $20,000 33,800 $48,100
Sponsorships $5,000 $7,500 $10,000 $12,000
Total Income $19,025 $27,500 $43,800 $60,100
Expenses
Personnel $25,000 $25,000 $25,000 $25,000
Vouchers & Incentives $15,755 $15,755 $15,755 $15,755
Promotional Materials $4,000 $4,000 $4,000 $4,000
Utilities $2,400 $2,400 $2,400 $2,400
Insurance $1,500 $1,500 $1,500 $1,500
Total Expenses $48,655 $48,655 $48,655 $48,655
Income minus Expenses -$29,630 $21,155 -$4,855 $11,445