South Pasadena Farmer's Market lowers...

South Pasadena Farmer's Market lowers fees after vendor uproar

There are 11 comments on the Pasadena Star-News story from Jun 29, 2010, titled South Pasadena Farmer's Market lowers fees after vendor uproar. In it, Pasadena Star-News reports that:

Bowing to pressure by farmer's market vendors, South Pasadena Chamber of Commerce officials lowered the amount of the fee it will charge vendors to operate at the weekly open-air market, an official said.

Join the discussion below, or Read more at Pasadena Star-News.

Since: Dec 08

Location hidden

#1 Jun 30, 2010
"In these economic times, the city has to find ways to bring in revenue and make sure operations are cost neutral," he added.

Wow, check out the quote, typical city slickers huh? I'm glad the vendors stood up and fought it.

Los Angeles, CA

#2 Jun 30, 2010
People capable of managing the farmers market should have made such considerations BEFORE raising fees in the first place. The City should revoke the contract with this poor and unprofessional management.

Funny how Dunlap didn't mention Beverly Hills, another market she "manages" where the fees are just 6 %. Or what about the hollywood farmer's market, which is managed by a true non profit, SEE-LA;vendor fees are assessed at the close of each market day, 10% of gross sales. We can all quote figures to serve our purposes, but this isn't going to work for her. Only after an outcry by vendors and community members did the chamber change their tune.

"In these economic times, the city has to find ways to bring in revenue and make sure operations are cost neutral..." a farmers market is not a profit driven environment to over pay people who obviously can't do their jobs.
Betty Harris

Sacramento, CA

#3 Jun 30, 2010
The city of South Pas should replace the present market manager with a manager that is not driven by greed. The Chamber of Commerce with their profit mentality is so wrong for the job.
Jonothan Shiloka

Los Angeles, CA

#4 Jun 30, 2010
I am a farmer. I am one of 2 certified farmers in this region that make my own essential oils from plants from my farm in Riverside. I am also a resident of Pasadena, I live above the Rose Bowl.
I have been in this Market for more than 1 year, and now I have been informed by email that I am not approved... Greta is making a big mistake! She is a Mafia Type, and has torn apart our farmers market community and disrupted our Peace and tried to thumb us down.
I say Enough is Enough! I will not stand her and take this insult and have witnessed enough of her Bully Tactics and Mafia Mentality... Let Boycott Greta and impeach Her! Both here in South Pasadena and in Beverly Hills, Her Home turf!!! Leave Us Venders and Farmers alone Greta Dunlap! Karma will be swift and strong... We are the Farmers. We feed America.
Jonothan Shiloka Farmer
N Beaumont

Los Angeles, CA

#5 Jul 1, 2010
Ms. Dunlap & Mr. Brian Charles: Your credibility's at stake.
Please report accurate facts. Monrovia Farmers Market charges a 10% vendor fee. A random food vendor said he pays appx.$35/mkt.
Rene Russell

Sacramento, CA

#7 Jul 1, 2010
Above post reprinted from

United States

#8 Jul 1, 2010
The fees of $75.00 minimum or 12% are not standard at all for the LA County farmers' markets. They are highly, non-standard and highly inappropriate. They represent a formula that simply does not work for the markets and this is the reason why:
The vendors have many expenses in order to bring food to the market. Some of these expenses are as follows:
Food Cost
Labor Cost for the salesperson employed
Health Department Fees
At Least Three Types of Insurance
Transportation Cost
Labor Cost to prepare the food, load it and unload it on the vehicles
Food Facility Rent & Utilities
If we assume therefore that on a hot summer day or on a rainy winter day a vendor makes only $150.00 in sales, which is quite possible for the South Pasadena farmers' Market, that vendor will pay $70.00 for his employee that sales at the market and $75.00 to Greedy Gretna, leaving him only with $5.00 to cover all the rest of the expenses listed above including the cost of the food and his hard work. This means that on a slow day like that, this vendor will work hard to be at the market for the public even with rain, only to lose a lot of money!!!
Even at better days when a vendor like that may make $400.00 in revenue, the $75.00 is highly excessive because if we assume that the vendor makes $150.00 in profit (because the rest $250.00 goes into the expenses that we mentioned above), the $75.00 represents 50% of his profits!!!

United States

#9 Jul 1, 2010
Greedy Gretna therefore wants to be our 50/50 partner on the good days and she wants us to work for her on the bad days!!!
This is how BAD this woman is!!!
The interesting thing about all this is that she is doing all this with FULL KNOWLEDGE of what she is doing because she is the manager of the BEVERLY HILLS FARMERS' MARKET for long time and she knows full well how the markets work in Los Angeles.
The South Pasadena Chamber of Commerce went along with this total nonsense and therefore they deserve to lose the market because they are totally incapable to run the market and they demonstrated this by bringing in Greedy Gretna who is a very bad consultant that has basically destroyed this little market in just two weeks.
Within couple weeks from her arrival she turned the quiet and nice South Pasadena Farmer's Market into a total mess with many good vendors that have been at the market for years being forced out of the market because of her greed and stupidity.
All the vendors are opposed to this, not just the several vendors that have been expelled by Greedy Gretna. Most of the vendors are afraid to take a position publicly however because this is how they earn their living.
There is only one solution to this mess.
The City of South Pasadena should void the contract with the Chamber of Commerce because the Chamber has proven that they lack the skills and understanding to run the farmers' market and they definitely have proven that they cannot run the farmers' market in an efficient and cost-effective manner for all.
We as vendors could have taken the approach of paying these ridiculous fees and raising our prices for that particular market to cover these fees. This is not a responsible approach to take however because we have a vested interest to insure that our good and valued customers in South Pasadena get the same for their hard-earned dollars that our other customers in Los Angeles do.
The city of South Pasadena therefore should also reassess its long term revenue expectations from the market to levels that are reasonable. A 7% revenue for the city alone is not a reasonable number. Of course, this is not what the Chamber of Commerce has to pay the city right now, but that's beyond the point. This is a community event for the citizens of South Pasadena and the City Council Members should allow their citizens to get the same value out of their farmers' market that all Los Angeles County citizens get. This can be achieved only if the city lowers its long term revenue expectations from the market to about half, i.e. 3.5% to allow the rest 6.5% to be used for the profit of the actual operator of the market that does the work of running the market and for operating expenses of the market.
The rule of 10% of revenue is used in almost all the farmers' market is Los Angeles for a reason. 10% of revenue is 20% of profits. This is enough and the South Pasadena Farmers' Market is no exception. In fact, the South Pasadena farmers' Market is a relatively slow evening market and cannot be compared with much larger farmers' markets such as the ones in Hollywood, Torrance, etc. Despite the fact that these are better markets for the vendors, they are all operated at 10% of revenue as are most markets in Los Angeles.
The City of South Pasadena should therefore void the contract with the Chamber of Commerce and bring in a company such as Raw Inspirations or the Non-Profit that runs the Hollywood Farmers' Market. These people have the experience necessary to efficiently run the South Pasadena farmers' market and make it work just fine for all involved with 10% of revenue in fees and to restore the lost atmosphere of the market for all of us.

Orange, CA

#11 Jul 1, 2010
Neither Mr. Feldman of the Chamber or Ms. Dunlap are divulging that they don't have to pay any money to the city for at least six months. Also, the previous "host" paid the city, paid for the electricity and paid an amount to the museum to pay for a full time staff member. Both Mr. Feldman and Ms. Dunlap are being economical with the truth.

United States

#12 Jul 1, 2010
We all know that they do not have to pay the city the 7% until next year.

We also know that Raw Inspirations did a MUCH BETTER job running the market by charging vendors only 10% of revenue.

I do not understand why the city did not award the contract to Raw Inspirations since they have proven that they can properly run the market and they have more experience than anyone else in this business.
Kenneth Wilson

Sacramento, CA

#13 Jul 2, 2010
GREEDY GRETNA and your uppity snobbish business plan:

Get out of town!

You are NOT WANTED in South Pasadena!

Go back to Beverly Hills!

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