Farmers markets are growing in number, and quickly! Farmers, shoppers and city planners are discovering that these markets provide a vital link between consumers and farmers while also functioning as a vibrant community center. Consumer trends are showing an ever-increasing demand for fresh, healthy, locally grown food. This page offers information
and tips on how farmers markets can be a profitable, and enjoyable, part
of your farm business.
A significant advantage of farmers markets is that they are generally situated in an ideal location to reach consumers. The fees for a space are usually very minimal and most regulations and restrictions- zoning, sign, health department, business license- are already worked through by the sponsoring group. Little or no packaging is required. All you really need is a creative, clean display and a truck!
Customer/Farmer
Feedback
Feedback from other
growers and vendors is equally valuable. Growers can share information
on crops, growing techniques, market ideas and cooking.
Consider the fact that volume is limited. Like other direct marketing outlets, few people sell their products in high volume at farmers markets. This is one reason why farmers markets usually are only a part of the entire business operation. Having other market outlets during the week allows you to sell your farm product as it matures/ripens. Other factors to consider are the markets policies in regard to space, advertising, market hours, etc. Be sure to visit a potential farmers market before selling there and observe the attendance, layout, and facilities at different times of the year. Customer attendance can be erratic, often affected by the weather and holidays. The location of the
farmers market should be another consideration. Is it located near well
populated areas? Is it difficult to get to? Are there other
attractions or businesses near the market that draw people to the area?
Proper design and creativity are important to attract customers and increase sales. The display is what the customer sees first. Convey a sense of pride in your product and appear ready for business.
Clearly label all products with the name (including variety) and the item's price. Small index cards and magic markers are useful for general labeling. Be neat and creative.
Signs
Sign Tips:
Food can go in and out of style. Keeping abreast of consumer trends is another way to make the most out of your time at the market. What was a big seller this year may not be so hot next year. Look at cooking and restaurant magazines to see to see what's "in." Try different, unique varieties of common products to catch people's attention.
The best way to establish your prices is to base them on the cost of production. You should never have to sell below supermarket prices. Remember that most people are not coming to the farmers market for inexpensive produce. The more you educate your customers about how a product is grown, the better they will understand your pricing system. You are offering a fresh, locally grown product that customers can't get at a grocery store, so don't be afraid to ask a premium price. Posting all your prices for each product takes out the guess work for customers. Either have a board with all products and prices listed or individual labels affixed to baskets. Make sure to include both the price and unit ($1.50/lb., $2.00/bundle). Think about how you want to sell each product. Selling by the pound means having a scale on hand as well as a supply of bags. Many customers prefer to handle the products and pick them out themselves, rather than purchasing them pre-packaged. Selling Tips
Engage your customers
in conversation and educate them on your products and how they are grown.
Make eye contact with them when you are talking and appear eager to serve
them. Pay attention to your physical appearance as well. You want
to project a clean, responsible, honest
A few other selling tips:
 Most
farmers markets discourage a flea market atmosphere, while some may allow
crafts to be sold.
Visit the farmers markets where you might want to sell your products and talk with the manager about rules and regulations. Check out the facilities, vendor spaces, attendance, and clientele to determine if this is a good place for you to sell and on which days of the week. The U.S. Department
of Agriculture publishes a helpful book on legal issues affecting direct
farm marketing called, The Legal Guide For Direct Farm Marketing by
Neil Hamilton. For information regarding rules and regulations
at North Carolina state supported farmers markets, visit: http://www.ncagr.com/markets/facilit/farmark/.
For a list of farmers markets in North Carolina, visit: http://www.ams.usda.gov/farmersmarkets/States/NorthCarolina.htm.
Books Corum, V., Gibson, E. & Rosenzweig, M. The New Farmers' Market: Farm Fresh Ideas for Producers, Managers & Communities. 2001. New World Publishing. Gibson, Eric. Sell
What You Sow! The Grower's Guide to Successful Produce Marketing.
Hamilton, Neil. The Legal Guide to Direct Farm Marketing. 1999. United States Department of Agriculture. Ishee, Jeff. Dynamic Farmers' Marketing: A Guide to Successfully Selling Your Farmers' Market Products. 1997. Bittersweet Farmstead. Web Sites/Links
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Publicity
for Your Farm
Value-added
items, such as baked goods and canned goods, help to supplement farm income
from the sale of fresh farm products, especially during the off season.
Products such as jellies and salsas can be a great way to get rid of leftover
or less than perfect produce. Keep in mind that production of some value
added products can be costly. It usually requires special equipment
and facilities, as well as added labor. There are also numerous legal
restrictions and health regulations that need to be followed before selling
your value-added product. Kitchens and cooking facilities have to be inspected
and meet certain standards prior to selling at a market.
One
of the main reasons people come to a farmers market is for the one-on-one
contact between a customer and a farmer. Learning good selling techniques
can help you establish customer relationships which lead to more sales.
Bring a smile and stories to tell.