In response to a directive from the 1975 General Assembly, representatives of the Department of Agriculture and Commerce and the Virginia Polytechnic Institute and State University have considered improvements needed at the present Richmond Farmers' Market, the feasibility of representative locations, and type of building best adapted to meet the needs of a regional farmers' market in the Richmond metropolitan area. Representatives of the Richmond Regional Planning District Commission, the City of Richmond, Henrico, Chesterfield, and Hanover Counties, and the Atlantic Rural Exposition assisted in the study and preparation of this report.

The legislative history was reviewed and findings of legislative committees conclude that there is a need for a regional farmers' market in this area and that a properly located, constructed, and publicized market in the Richmond metropolitan area would be beneficial to the consumer, farmer, and community.

The purpose of a regional farmers' market in the Richmond area would be to provide marketing facilities for producers, wholesalers, and consumers in the metropolitan area and surrounding communities. A survey of fruits and vegetables produced within fifty miles of Richmond indicates an adequate supply of produce is available. Population data show more than one-half million people live in the Richmond metropolitan area. This compares favorably with the population in other areas where markets are operated successfully.

Based on information obtained from other markets, criteria were developed for a Richmond Regional Farmers' Market. These criteria included accessibility of the location, land area needed, utilities available, traffic patterns, and site visibility. The present location and three other representative locations were considered in relation to these criteria. Establishment of a regional farmers' market at either of these locations was considered feasible, if the necessary area could be acquired. A more detailed study would show a number of other locations in the Richmond metropolitan area would meet these criteria.

The facilities at the Virginia Beach Market and its financial history are included in this report as an example of the type of marketing facility considered suitable for the Richmond metropolitan area.

Based on data relating to the present Richmond Farmers' Market, comments of producers, wholesalers, other interested groups, and information obtained from other markets, a building 48 feet wide and 220 feet long, with open sides and space for 42 producer stalls is considered adequate for this market. The cost of this facility, excluding land, is estimated at $141,664.

An estimated annual budget was prepared and daily market fees for the present and several higher levels of use were determined for break-even operation. Based on these estimates, an increase in use of 1.5 to 2.5 times the present would enable the market to break even with daily market fees in line with those charged at similar markets.