FARM MARKET & AGRITOURISM Complementary markets promote local agriculture BY BRIAN MOYER | PENN STATE EXTENSION R ecently, I attended a regional grower meeting where I gave a presentation on a pilot project collecting pricing data at farmers markets for the USDA. One of the growers made the comment that he thought farmers markets can hurt local retail farm markets in the area. He thought it was too much competition. My response was, I think farmers markets can help his retail operation. Farmers markets aren't the most convenient way to shop. They are typically open just one day a week and are rather weather dependent. When a successful farmers market isn't open, it will likely drive customers to similar retail outlets. Both types of markets serve somewhat different purposes and can potentially complement each other rather than directly compete. Here's how they can help each other: Expanded reach Farmers markets provide an additional sales channel to reach a broader customer base beyond your regular visitors. This can increase your exposure and attract new customers. There are a number of ways that farm market operators can use farmers markets to drive sales and engage new and existing customers. Photo by Brian Moyer. Market testing Farmers markets offer an opportunity to test new products, varieties or marketing strategies before implementing them at your retail location. They can gauge customer preferences and allow you to adjust offerings accordingly. 32 | APRIL 2024http://www.peachridge.com http://www.rockfordpack.com