February 2022 - 28

FARM MARKET & AGRITOURISM
Do's and don'ts for selling at farmers' markets
BRIAN MOYER
Penn State Extension
bfm3@psu.edu
I've observed and confirmed
with various market associations in
the country that there is a demand for
more produce vendors at many farmers'
markets. Since the pandemic's beginning,
many produce growers have dropped out
of some farmers' markets for two reasons:
1) the markets weren't allowed to be
open, or 2) the demand was so high at
their on-farm market, they didn't need to
be at the farmers' market.
So, I'd like to share some things
to consider if you want to sell your
products at a farmers' market.
Do your research
Visit the markets you are considering.
How well are the market's public
relations? Are there signs directing
people to the market? Are their social
media and website up to date and
managed well?
When you visit the market, take note
of the parking for both customers and
colors of your logo, and your logo should
be everywhere and on everything. Dress
appropriately. You don't want to show up
at the market looking like you just came
out of the field. Some might think it
gives them some " authenticity, " but you
may turn off some customers if you are
in dirty clothes.
Make sure you have enough change
Photo: Brian Moyer
vendors. Will you be able to park at
your stand, or will you need to offload
your vehicle and park elsewhere? Is
there access to electricity should you
need it? Are there restrooms nearby and
hand-washing facilities?
It's a good idea to visit the market later
in the day. If you go to the market at the
beginning of the day, the manager and
vendors will be too busy to talk with you.
A good time to go is when the market
is open in the last hour or two. Things
slow down at the end of a market day,
and there is a better chance to have a
conversation and ask questions.
Find out what the requirements are for
being a vendor. Chances are, you need
liability insurance. If you already have
insurance, you may be required to add
the market as an " additional insured. "
Ask about licensing requirements.
These can vary depending on your
location, so it's essential to check. If you
are using scales, they may need to be
certified.
OK, you found a market you want
to sell through, and your vendor
application was accepted. Here are some
" do's " and " don'ts " for market day.
Do's
Be on time. It can take a bit of time
setting up a produce stand, and if you
arrive late and you aren't fully set up by
the time the market opens, you never
will be fully set up, which can cost you in
sales income.
Brand your stand. Your stand should
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have an appealing look consistent with
the story you are trying to tell. The colors
of your stand may want to reflect the
for your cash box. You may also want to
consider having some form of accepting
electronic payment. It could significantly
increase your daily sales figures as many
more people cease to carry cash with
them, and if they do bring some money,
it's in limited amounts.
Don'ts
As stated earlier, don't be late to the
market. Don't be grumpy. People don't
want to purchase from someone who
looks like they don't want to be there.
Don't be short on your top
products. There will be products that
become popular or associated with
your stand, and you don't want to
be erratic with having them every
week during the season. If you are
inconsistent with products, customers
will search other vendors or other
markets for them.
The No. 1 thing customers look
for when buying produce is quality,
not price, so bring your " A " game and
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February 2022

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