(Slide 1) In the retail world, the definition of anchor vendors is used to describe the stores meant to drive traffic to a mall or other developments. The term is also used to describe its (large) footprint. (Slide 2) Farmers markets tend to use the term anchor vendor in much more expansive ways, as befits their interest in influencing a wide spectrum of capitals, including intellectual, i.e. knowledge transfer and social i.e.bridging and bonding.
(Slide 3) Some of the obvious characteristics of anchor vendors are those vendors with marketing savvy, excellent customer service, and regular product development. One lesser known characteristic to search for in anchor vendors is their interest in aiding the development of the market organization itself. (Slide 4) It is also important to note that anchor vendors are not always the largest or only those who vend fruits and vegetables; in many cases, the anchor vendor can be a popular baker, or only offer seasonal items. (Slide 5) While identifying and working with anchor vendors is extremely important for markets, it is important that all vendors are treated fairly. When searching for anchor vendors, give some thought to the shopper you hope to attract, and look for products or a selling style that will support that. For instance, if you re hoping to increase millennials shopping at your market, then finding vendors with a sophisticated social media presence is vital. If you have a lot of senior citizens shopping, hands-on customer service is key.