Marketing the Boston Public Market

By: John Parrish

The Boston Public Market has been a work in progress for almost a decade in a half. This revolutionary project has faced many complications to get built, but it has officially broken ground, and is near completion. The BPM is set to open in the summer of 2015, and will house 40 vendors with fresh and local farmers and craftsman. The Market will strictly enforce their policy of only supplying high quality goods that come form responsible and organic farmers within New England.

The BPM is operated by the Boston Public Market Association, which is a nonprofit (501c3) organization, which was able to finance and eventually open the Boston Public Market through a majority of the financing coming from the Commonwealth of Massachusetts and individual donors. The BPM is conveniently located at 136 Blackstone Street, which is essentially right in the center of Boston. It will be located right outside the North End and just north of the Union Oyster House, which will attract many domestic visitors, as well as tourists. Thousands of commuters will be passing the Boston Public Market on their commute per day, and millions of tourists will be walking along the BPM year round.

Over the past few years, the push for healthier, and organic food has been running through America, especially in Boston, and its surrounding suburbs. This will create great potential to those who really care about what they eat, and what their family eats. The BPM will provide an elevated Whole Foods feel, with strictly local goods, that will be even fresher than those in Whole Foods. Along with the 40 vendors that will be present, there will also be a bakery, a demonstration kitchen, and a restaurant.

The BPM Association, which was able to successfully able to build the market, sees great potential, as do I. The people of Boston and New England haven’t had an indoor market to this scale. New Englanders love the traditional, small scale, organic farmers market, but the BPM will take that to a whole new level. The market will be year round, including nonstop goods that will vary per season, but the quality of the products sold will never change. I would advise that everyone, including tourists, to come to the Boston Public Market.

Source: http://www.bostonglobe.com/business/2014/10/03/boston-public-market-finally-ready-for-construction/53zZSuBKNGiTGm1oFsE9aN/story.html

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7 thoughts on “Marketing the Boston Public Market

  1. Michael Carli February 5, 2015 / 5:50 pm

    John,

    This was a nice write up. I’m shocked that I haven’t heard of the Boston Public Market until now. I work on the other side of the Charles River in Cambridge and must be too focused on my own area to keep tabs on development in Boston.

    Since I haven’t heard of the BPM and it plans on opening in just a few months, I tend to wonder about their marketing strategy. Has the BPM been advertising? Perhaps, they are limiting their advertising budget since they are a nonprofit. Alternatively, maybe they think that their location is such a prime location that they feel “if they build it, they will come.”

    Out of curiosity, what do you think their marketing plan should be, John? I think they should target suburban clientele who can easily take the subway into the Haymarket MBTA spot. My thinking is that anyone in Boston will eventually know about it when they walk/bike/or drive by it. However, I think this concept will also appeal to many people and those not in the immediate area will need to be targeted.

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  2. Amanda McKenzie February 9, 2015 / 11:20 pm

    John, I thought you did a nice job presenting this article. Although I am from Boston, I have not heard about this until you brought it to class, which also makes me skeptical about how well business could work out for them. I think it could go very good in such a commuter city, but will target mainly people who take the train and/walk. Cambridge and Arlington and other surrounding towns are filled with people who love to ride bikes year round and prefer to eat organically, so that could also be a positive part in the placement of the BPM. Do you think they will do anything to get more word out about when they are opening?

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  3. Kevin McAtamney March 24, 2015 / 4:33 pm

    Love the write up John. I am definitely intrigued by the idea and am actually excited for Summer 2015 when this rolls out. I’m from Arizona and becuase it’s 120 degrees year round, nothing grows….When my parents come out and visit, they love to check out the farmers’ markets simply because the food offered is better for you. My thought process is simple, the fewer hands that the food touches, the less processed, the better. Another thing is that huge fast food industries are starting to realize that the millenial generation prefer fresher and fewer processed foods. This is what McDonald’s is dealing with right now. I think Boston Public Market is entering into the industry at the right time and it will be interesting to see what they do in the next few years

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  4. Meghan Saldutti March 31, 2015 / 12:39 am

    I think the Boston Public Market sounds like a new tourist attraction for the city of Boston. In today’s society, especially in the New England area, “being healthy” seems to be the new trend in recent years. The BPM would definitely attract people from all over the area to buy organic food and it will also be a neat place for kids of all ages to gather and great family friendly place.

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  5. Domenica Fuller April 10, 2015 / 10:51 pm

    My great-grandparents from Italy used to have a pushcart in Haymarket Square; the Boston Public Market will bring these vendors into the future by attracting more customers and tourists. They has been a push for locally and organically grow produce recently, with farmers markets popping up in local towns. The BPM will obviously be on a larger scale and its central location will attract people who want to stop to pick up something for dinner or fresh produce on their way to the train after work.

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  6. Michael Scuderi April 25, 2015 / 12:47 am

    I think the BPM is a great idea because now people who live in Boston, tourist and anyone from New England can now come enjoy fresh New England style meals that are organic and great for you. I believe the placement of this business is its greatest strength because of so much foot traffic and not to mention you are in the heart of Boston. In my honest opinion I think this companies will grow into a power house of organic foods in Boston right next to whole food’s and other huge chains.

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  7. Olivia Boudreau April 28, 2015 / 4:02 am

    Although I’m not from Boston, I work at Quincy Market in Boston and I am surprised that I never heard about this either! I walk through a farmer’s market on my way to work that is right across the street from Faneuil Hall and it always seems to be pretty busy, so there is definitely a demand for organic products in Boston. The marketplace sounds a bit similar to the atmosphere at Quincy Market in the sense that it is a huge tourist attraction and I wonder how or if it will affect Quincy Market in any way. i do like that it would support local farmers while promoting eating healthy organic foods.

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