LIVE Market Management 101 Course

January 23 – April 24, 2026

A comprehensive program to learn farmers market management

Learn what you need to run a safe, vibrant, profitable, and welcoming market!

This course will help you confidently take on the role of farmers market manager.

Being a market manager is incredibly rewarding. However, it is a challenging role that requires a wide breadth of knowledge and skills.

In one week alone, you could be promoting the market, recruiting vendors, resolving disputes, obtaining permits, keeping an eye out for food safety issues, updating an emergency action plan, managing an incentive program, and planning a special event.

To top it all off, you’re often the only one on the team and the folks you report to may not understand at all what it takes to run a successful market.

This course is for you if you are …

a new, or relatively new, market manager
You want to start out on the right foot with a solid understanding of what this role requires and with access to experts and resources that will support your success.
an experienced market manager
You have learned a lot on the job but could use some help filling in the gaps. Perhaps you’re looking to update your market rules, improve your vendor recruitment, shore up the safety of your market and attract more customers.
a supervisor of a market manager
Your organization runs a market or is planning to open a market. You need to understand what is involved in running a successful market.
running multiple markets
You are looking for a reliable and thorough training program for your staff. Contact us for volume discounts.

You will go from feeling overwhelmed to feeling confident and connected.

You will learn how to better manage your market and gain a community of market managers dealing with similar challenges.

14 Weeks of Live Classes

Covering real world market issues

This certification program will train market managers in best practices on topics, such as:

Community Interest Assessment & Setting Market Objectives
Public Safety
Recruiting and Retaining Vendors
Administration - What Systems Do You Need
Rules and Policies
Food Safety
Marketing and Social Media
AI Tools
Market Data
Special Event Planning
Operating a Successful Incentive Program (SNAP, WIC, Senior)
Community and Market Partnerships
Opening Day!
Farmers Markets and Community Health and Partnerships

Outcomes of Certification:

Program participants who complete the full curriculum requirements will receive a signed certificate and will have earned the title of Certified Market Manager. As a professionally trained Certified Market Manager, graduates of the program will:

Be fully knowledgeable in today’s best practices for managing farmers markets
Learn strategic tactics to expand and optimize their farmers market potential
Be equipped to build successful relationships with farmers, shoppers, and politicians
Use their certification to leverage support and funding for their market

Requirements for Certification:

1. Complete assigned modules during course

2. Engage in weekly discussions throughout the program.

3. Complete all homework assignments and post within two weeks for each session (not all sessions will require homework).

Dates of Classes:

Online sessions Fridays 10:00 AM-12:00 noon January 23 – April 24, 2026 EST

Also includes the Food Safety Summit (dates TBD)

Location:

All sessions are completed through online webinars held on Friday mornings from 10:00 AM-12:00 PM EST. Participants must have regular access to the Internet and a computer with video/sound capabilities. Classes are recorded and participants do not have to attend live, but it is encouraged.

Timeframe:

14 weeks. Every module has homework and the opportunity to participate in a discussion group with a trained professional in that area of study.

Sessions will be recorded for participants to review at a later time if needed.

Farmers Market University is a program of the Virginia Farmers Market Association, a 501c3 non-profit. We’ve been teaching this course since 2017.

With so many of our students coming from outside of Virginia, we realized there was national interest in our courses.

We launched this platform to make them available to all.

Here’s what you’re getting when you enroll today:

Market Management 101

12 LIVE class sessions with video recordings, downloadable audio recordings, written transcripts and additional course resources.

You'll also be invited to join our private Facebook group to connect with other market managers.

You’ll get access to everything for:

5 Monthly Payments of

$115

ENROLL + PAY MONTHLY

OR

A One-Time Payment of

$500

PAY IN FULL + SAVE

"Having worked over the past 25 years as a market vendor, a volunteer, a board member and a manager, I have learned more in this class than all the years of hands-on experience at farmers markets. The topics covered by qualified professionals were outstanding. All of the modules were presented with clear objectives, reference links, PDFs, and the presenter's contact information. I have gone back many times already to check on policies and recommendations I learned in class."

Lisa DiConsiglio
Field to Table Community Farmers Markets
Arlington, VA

"I literally went from knowing nothing about managing a farmers market (I have zero experience) to being comfortable enough to say I CAN DO THIS!!! All the courses, guest speakers and staff managing this course will walk you through the entire process making it super easy to complete and understand what it takes to be a market manager. I'm 30 years old with zero experience in managing a market and if I did it anybody can."

Emanuel Gonzalez

"I was thrown in with zero experience into a market that was in crisis. This class has been enlightening, especially about administrative systems, policy creation and vendor relations. I ran the market last year just using common sense, but I have been able to create administrative systems I can hand on to others to help me run the market."

Jessica Shipe
The Market at Second Stage
Amherst, VA