What specific strategies will Sarah Miller employ to attract new vendors to the WFFM?

Wichita Falls Farmers Market Appoints New Leadership to Drive Growth

New Director Focused on Community Engagement & Vendor Expansion

The Wichita Falls Farmers Market (WFFM) has announced the appointment of Sarah Miller as its new Director, effective july 29, 2025. This leadership change signals a renewed commitment to expanding the market’s reach, supporting local agriculture, and fostering a vibrant community hub. Miller brings a wealth of experience in market management, community outreach, and small business development to the role. Her primary focus will be on strategic growth initiatives,enhancing the customer experience,and attracting new vendors offering fresh,local produce and artisan goods.

Key Priorities for the New Leadership

Miller outlined several key priorities during her initial address to the WFFM board and vendor community:

Vendor Recruitment: Actively seeking out and onboarding new vendors, especially those specializing in organic produce, locally raised meats, and unique handcrafted items. This includes streamlining the application process and offering support to new market participants.

Community Outreach: Expanding the market’s presence within the Wichita Falls community through partnerships with local organizations, schools, and businesses. This will involve hosting events,workshops,and educational programs.

Market Accessibility: Improving accessibility for all community members, including exploring options for accepting SNAP/EBT benefits and offering transportation assistance.

Marketing & Promotion: Implementing a complete marketing strategy to increase awareness of the WFFM and attract a wider customer base. This includes leveraging social media, local media outlets, and online advertising.

Infrastructure Improvements: Assessing and addressing any necesary infrastructure improvements to enhance the market’s functionality and appeal. This could include upgrades to vendor stalls, signage, and parking facilities.

Economic Impact: Supports local farmers and small businesses, creating jobs and stimulating economic growth within the community.

Access to Fresh, Healthy Food: Provides residents with access to fresh, locally grown produce and other healthy food options.

Community Building: Fosters a sense of community by providing a gathering place for residents to connect with local farmers, artisans, and neighbors.

Sustainable Agriculture: Promotes sustainable agricultural practices by supporting local farmers who prioritize environmental stewardship.

Tourism & Destination Appeal: Enhances Wichita Falls’ appeal as a destination for tourists and visitors seeking authentic local experiences.

Supporting Local Agriculture: Vendor Spotlight

The WFFM currently boasts a diverse range of vendors. Local farmer, David Reynolds of Reynolds Family Farms, a long-time WFFM vendor, stated, “The market is vital for small farms like ours. It allows us to connect directly with consumers and offer them the freshest possible produce.” Reynolds highlighted the importance of the market in providing a direct-to-consumer outlet, bypassing traditional distribution channels. He also noted the value of customer feedback in shaping his farm’s offerings.

Expanding market Reach: Digital Strategies

Miller plans to leverage digital marketing tools to expand the WFFM’s reach. These strategies include:

1. Enhanced Website: A redesigned website with vendor profiles, market schedules, event calendars, and online ordering options.
2. Social Media Engagement: Active engagement on platforms like Facebook, Instagram, and Twitter to promote vendors, announce events, and share recipes featuring seasonal produce.
3. Email Marketing: Building an email list to send out weekly newsletters with market updates, vendor spotlights, and special offers.
4. Online Market Platform: Exploring the possibility of launching an online market platform to allow customers to purchase products from vendors online and pick them up at the market or have them delivered.
5. Local SEO: Optimizing the WFFM’s online presence for local search terms such as “Wichita falls farmers market,” “local produce Wichita Falls,” and “farmers market near me.”

SNAP/EBT Acceptance & Food access Initiatives

Increasing food access is a key component of Miller’s vision.The WFFM is actively working to become fully equipped to accept SNAP/EBT benefits,making fresh,healthy food more accessible to low-income residents. This initiative will involve securing the necessary equipment and training vendors on the acceptance process. Furthermore, the market is exploring partnerships with local food banks and community organizations to offer matching programs and other incentives to encourage SNAP/E