Healthy soil and sustainable growing

["TradingPostPaul" <tradingpost@riseup.net>]

http://www.ruralroots.org/Programs/Workshops_Conferences/Pocatello_Marketing
/Farmers%20Market%20tips_LM.pdf

Farmers Market Vendor Tips

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.

Start Up

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!
Farmers Market Advantages

Publicity for Your Farm

Farmers markets allow you to interact with customers, educating them about
your farm and how food is grown. You get a chance to pitch your product to
the
customer. Since most farmers don't use the farmers markets as their only
outlet,
it also becomes an opportunity to promote other aspects of your business,
such
as Community Supported Agriculture (CSA) arrangements, roadside stands,
pick-your-own, deliveries to local restaurants, agri-tourism, etc.

Customer/Farmer Feedback

Feedback from customers is almost immediate. Customers are your most
valuable link to market trends and demands. They can offer new product or
marketing ideas. If you're unsure how a new variety might sell, experiment
with a
small amount before committing to production on a larger scale.
Feedback from other growers and vendors is equally valuable. Growers can
share information on crops, growing techniques, market ideas and cooking.

Things to Consider

There are important considerations to be made before deciding to sell at a
farmers market. Along with other direct marketing methods, marketing your
product requires time, often time away from the farm. Be sure to consider
the
time it will take not only to sell your product at the market, but also
loading up,
traveling to the market, unloading, and setting up and breaking down a
display.
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?

Displays and Signs

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.

A good display does not have to be expensive. There are certain rules of
thumb
to consider in any display. Keep the display off the ground, preferably at
waist
level. Prop boxes or baskets at a slant toward the customer. Give your
display
the illusion of abundance. Make it appear as though your product is
spilling out.
This may mean switching to smaller containers as your stock decreases.
Constantly re-stock your containers. No one wants to think they're buying
the
last few tomatoes. Make sure all items are clearly visible and easy to
reach. Use
props from home/farm to create your display. Listed below are some
effective
techniques:
• Use tablecloths for a "down-home" appearance
• Layer your display from the ground up onto your table
• Use bales of straw as a shelf
• Lay boards across bales, crates or baskets at different levels to give
a
step appearance
• Drape burlap over boxes
• Use peach baskets, apple crates, or wicker baskets as containers rather
than cardboard boxes

Labeling

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.

Options:
• Include information about the taste or texture of the product
• Identify how the product is used
• Write down interesting facts or catchy phrases
• Provide recipes for each product, including how much they will
need to buy

Signs

A good sign is a must at a farmers market. A sign with your farm name (and
logo) identifies you so people can find you again and tell their friends
how to find
you. Have photos and information about your farm available for consumers to
see and learn about your farm.

Sign Tips:
• Make sure the sign is clearly visible from a distance
• Make sign from sturdy material, especially for windy
markets
• Be sure to include descriptive phrases or words, such
as "locally grown" or "organic", if applicable
Quality products are the key to making money at the farmers market!
Consumers are interested in fresh, local and diverse products. Selecting
from a
wide variety of standard and specialty products keeps customers satisfied
and
returning for more.

What to Sell

Seasonal variation of varied/diversified. Try to find your niche. Remember
there
are others selling at the market too, not everyone can sell German Johnson
tomatoes. When possible, bring something new to the market each week to
retain customer interest.

Try to avoid having limited amounts of too many items to avoid selling out
before
the end of the day. Products sell better when they look plentiful. The key
is to
go home with a full wallet rather than an empty truck.

As much as possible, try to have crops available early and late in the
season.
One sure way to make money is to get the jump on everyone else. By offering
tomatoes early in the season, before other growers, you can assure yourself
an
early share of the market and lots of customers.

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.

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.

Pricing/Selling Tips

Pricing

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

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.

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 image, so dress
accordingly.

A few other selling tips:

• Provide samples in a covered dish, with toothpicks when appropriate.
• Make sure your name and the name of your farm are visible.
• Have available a business card or brochure with information about your
farm.
• Drop a flyer in each bag with recipes and upcoming seasonal items.
• Advertise "fresh picked!", "local!" And if you are certified organic,
advertise it!
• Keep careful records of your sales. This helps you plan for future
markets.

Rules and Regulations

Farmers markets may be operated by state, county, or city governments as
well
as other organizations. Each will have their own rules and regulations
regarding
the items that can be sold and how. Most markets require that everything
you sell
must be produced by you. Others require that only some percentage of what
is
sold be produced by you. Market managers (and customers) strongly frown
upon
vendors selling products bought from wholesale or retail sources. Check
with the
market manager about arrangements for selling another local grower's
produce
for them. 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.
Listed below are various resources with information regarding farmers
markets
and other direct marketing methods:

Books

Corum, V., Gibson, E. & Rosenzweig, M. The New Farmers' Market: Farm Fresh
Ideas for Producers, Managers & Communities. 2001. New World Publishing.
Resources
Gibson, Eric. Sell What You Sow! The Grower's Guide to Successful Produce
Marketing.
1994. New World Publishing.
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

Appropriate Technology Transfer for Rural Areas (ATTRA):
http://www.attra.org
(pnone# 1-800-346-9140). USDA funded program offering publications and
assistance on direct farm marketing.