A Review of Little Rock’s River Market Public and Farmers Market Operations

Excerpts from the Executive Summary: The River Market in Little Rock, AR, is a downtown Public and Farmers Market operation on the Arkansas River that opened in 1996. City officials approached the U.S. Department of Agriculture (USDA) to review the market’s operations with the objective of getting the market off to a strong start. A former public market manager was hired to conduct a management audit/operational analysis of the market, and his observations form the basis of this report. The key recommendation is to place more emphasis on farmers, farm products, groceries, and fresh food, targeting particular consumer groups as well as instituting management policies to wean vendors off subsidized services. River Market management needs to clarify, emphasize, communicate, and implement its goals, ideals, and objectives. It should emphasize the sale of fresh, high-quality food sold for use at home. Fast food and ready-to-eat sales, although opportunistic, historically have relegated public markets to limited lunchtime, weekday use. This limits opportunities for greater access to locally grown products to be consumed at home. Real growth and, ultimately, the success of the market are contingent upon the successful sale of fresh food, locally produced farm items, and other fresh specialty products. More emphasis should be placed on farmers, farm products, and small processors as market occupants. On the demand (consumer) side, the River Market also needs to target consumers who will support these goals. Efforts need to include consumers from various socioeconomic backgrounds.