Williamsburg Farmers Market Advisory Board

AGENDA City of Williamsburg Williamsburg Farmers Market Advisory Board Tuesday, March 10, 2026 A meeting of the Williamsburg Farmers Market Advisory Board will be held Tuesday, March 10, 2026 in the Stryker Center, 412 N. Boundary Street commencing at 2:00 PM. Page 1. CALL TO ORDER 2. ROLL CALL 3. APPROVAL OF MINUTES A. Minutes from the December 9, 2025 Meeting 2-4 4. MARKET MANAGER'S REPORT A. Market Update 5-7 a. New Vendors b. Market Manager Certification Course c. New Merchandise d. Summer Intern B. Financial Report C. Programs a. POP Club - Schedule Change 5. CHAIRPERSON'S REPORT 6. UNFINISHED BUSINESS 7. NEW BUSINESS 8. OTHER REPORTS 9. ADJOURN Next meeting is June 9, 2026. Page 1 of 7  MINUTES City of Williamsburg Williamsburg Farmers Market Advisory Board December 9, 2025 A meeting of the Williamsburg Farmers Market Advisory Board was held on December 9, 2025 at 3:15 p.m. at the Stryker Center located at 412 N. Boundary Street. 1. CALL TO ORDER Secretary Hutton called the meeting to order at 3:15 p.m. 2. ROLL CALL WFMAB Members present: Mr. Youngs, Ms. Smith, Mr. Smith WFMAB Members absent: Chair Renner, Vice-Chair Peffley Staff: Mollie Romero (Market Manager), Robbi Hutton (Director of Parks and Recreation), Taryn Sherrill (Operations Manager). 3. APPROVAL OF MINUTES • September 9, 2025, was approved. Moved by Mr. Smith, seconded by Mr. Youngs, to action Carried 2-0-1 by a roll call vote: Ayes: Mr. Youngs and Mr. Smith Abstained: Ms. Smith 4. MARKET MANAGER’S REPORT Market Manager’s report is attached. • Mr. Youngs asked for clarification on VAFMA Gold Certification. o Manager Romero explained the process needed to fulfill the renewal requirements. Page 2 of 7  • Mr. Youngs asked for clarification on FY26 numbers. o Ms. Hutton explained that the Market’s 2025 financials are split between fiscal years, with a portion included in FY25 and the remainder included in FY26. • Mr. Smith asked whether Token Reimbursement could be returned to the SNAP/EBT line item. o Ms. Hutton noted that the Market has seen reduced SNAP benefit use this season due to the current economy. • Mr. Smith asked whether the VA Fresh Match funding/revenue is included in Market revenue. o Manager Romero explained that the VA Fresh Match program is funded separately through a grant. She also explained that the program responded to needs in the current economy by creating the VA Fresh Match Harvest Special. • Mr. Smith asked about WIC program and whether the Market could provide those benefits. o Manager Romero explained that she has not seen anything related to WIC being used at farmers markets, but she explained that the Market is a part of the Senior Program. • Mr. Smith asked if the Master Gardeners demonstrations met the requirements for the Gold standard certification. o Manager Romero explained that their demonstrations met the certification requirements. She also mentioned that the Master Gardeners would like to participate at the Market again next year. • Mr. Youngs asked whether the students could still purchase W&M Dining Dollars and use them at the Market. o Manager Romero stated that the students purchase new vouchers through Grub Hub that they can use at the Market. The program works well for the students and the Market. 5. CHAIRPERSON’S REPORT Chair Renner was absent. 6. UNFINISHED BUSINESS • Mr. Youngs asked if the Mid-week Market would be all year. o Manager Romero said the Mid-week Market would potentially run from April to September. She explained that vendors are interested and will continue to research the logistics of a Mid-week Market. Page 3 of 7  • Ms. Smith was introduced to the Board and gave a brief background about herself. 7. NEW BUSINESS Nothing to Report. 8. OTHER REPORTS Nothing to Report. 9. ADJOURNMENT At 3:36 p.m., there being no additional business before the Board, the Williamsburg Farmers Market Advisory Board meeting of December 9, was adjourned. Moved by Mr. Youngs, seconded Mr. Smith, to adjourn the meeting. Carried: 3-0-0 by a roll call vote: Ayes: Mr. Youngs, Ms. Smith, Mr. Smith Approved: ____________ Ralph Youngs, Member Robbi Hutton, Secretary *The preceding minutes are a summary of the meeting and not verbatim. Page 4 of 7 Market Manager’s Report – December 2025 Presented by: Mollie Romero A. Market Update a. New Vendors This November, we welcomed a group of exceptional new vendors whose offerings have brought fresh energy, diversity, and enthusiasm to the Williamsburg Farmers Market. Additions include Elite Coffee and Lounge, Khushbu, Nick's Fresh Baked Empanadas, saltncinnamon micro bakery, Sweeta's Tea, and Corvo Coffee. Each of these vendors has made an immediate and positive impact on the market. Week after week, these new additions have drawn impressive lines, reflecting both their popularity and the high demand for their products. Customer feedback has been overwhelmingly positive, with many expressing excitement about the expanded variety and the opportunity to explore new flavors. The introduction of additional ethnic food options has been particularly well received, helping the market continue to attract new shoppers while better serving our diverse community. b. Merchandise for Resale Our merchandise program experienced outstanding success this quarter, continuing to strengthen both revenue and community visibility for the market. The strawberry-themed designs have been especially popular. The Strawberry T-shirt sold out completely shortly after release, prompting a reorder to meet ongoing demand. Similarly, the strawberry sticker has sold out twice and has been reordered multiple times due to its remarkable reception among customers. These designs have not only become recognizable favorites but have also contributed significantly to increasing brand recognition throughout the community. Looking ahead, we are currently developing a new T-shirt and sticker design that will debut at the Opening Day of the Farmers Market in February. We anticipate strong interest based on current merchandise trends and are excited to continue expanding our branded offerings in ways that celebrate and promote the market. c. Awards / Recognitions / Certificates / Speaking Engagements This quarter, we have begun the process of compiling all required forms, documentation, and supporting materials needed to resubmit our application for Gold Market certification through VAFMA. Achieving and maintaining Gold Market status is an important recognition of the market’s commitment to excellence, community impact, and vendor support. Our team is working diligently to ensure that all components of the submission accurately reflect the high Page 5 of 7 standards and strengths of the Williamsburg Farmers Market. We look forward to completing the submission and are optimistic about securing Gold Market certification once again. B. Financial Report Provided by Robbi Hutton C. Programs a. Virginia Fresh Match Harvest Special This November, Virginia Fresh Match launched its special “Harvest Special” promotion, offering an extra boost to SNAP/EBT customers at participating farmers markets. Under the Harvest Special, SNAP shoppers receive an additional $20 in free produce tokens when they shop with us — regardless of how much they spend on SNAP. As a participating market, we at Williamsburg Farmers Market were honored to take part in this initiative. Not only does the Harvest Special program make nutritious, local fruits and vegetables more accessible during a season of heightened financial demand, it helps to support our vendors and local growers when their produce is especially needed. By facilitating the extra $20 in produce tokens, we helped families stretch their food budgets, maintain access to healthy food, and encouraged new or returning shoppers to engage with our market. We are very proud to have supported the Harvest Special — it reflects our ongoing mission to promote food equity, strengthen community ties, and support our local farming economy. Participating in programs like VFM’s Harvest Special reinforces our commitment to accessibility and community service, and demonstrates the positive impact our market can have beyond simple commerce. b. Master Gardener Demonstrations The Williamsburg/James City County Master Gardeners continued their educational demonstrations through October, offering visitors valuable guidance on winterizing gardens and a variety of other seasonally relevant topics. Their continued presence at the market provides meaningful learning opportunities and reinforces our commitment to community engagement and sustainable gardening practices. Page 6 of 7 c. Friends of the Market The updated Friends of the Market program has continued to perform exceptionally well under the new $35 donation structure. The exclusive tote bags created for the program were extremely popular and have since sold out, reflecting strong community interest and support. We are now in the process of developing a new tote bag design that will launch in February. The ongoing success of this program demonstrates the effectiveness of our messaging, the value placed on supporting educational opportunities at the market, and the growing sense of community investment in our mission. c. Volunteers To date, we have welcomed 223 individual volunteers, who have generously donated 559 hours of their time this year. This remarkable contribution reflects the dedication and generosity of our community. Our volunteers remain the backbone of the market, supporting setup, customer engagement, and special programs. Their efforts not only keep market operations running smoothly but also strengthen the welcoming, community-focused atmosphere that defines the Williamsburg Farmers Market. A. Year Round Market Operation Following extensive research conducted with our summer intern, we determined that the most effective schedule for the market is February through December 19th. After reviewing the findings and discussing vendor needs, we have officially decided to implement this schedule moving forward and have announced it to the public. This structure extends the market to nearly year-round operation while still providing a short winter break during the coldest months. To accommodate this expanded schedule, we will utilize both Duke of Gloucester Street and the P4 parking lot for our market footprint. All markets operating within this February–December timeframe will run from 8 a.m. to noon. This approach maximizes opportunities for vendors to reach customers, maintains consistency for the community, and reinforces our commitment to being a reliable source of local food and connection throughout the year. Page 7 of 7