July 2021 - 18

FARM MARKET & AGRITOURISM
Consider pros and cons of selling at farmers' markets
BRIAN MOYER
Penn State Extension
bfm3@psu.edu
enjoy meeting people and talking with
them? Are you more introverted and the
idea of spending several hours meeting
and talking with people seems like a form
of torture? As an extrovert, I liked doing
farmers' markets, but my wife is the exact
opposite and we quickly learned that her
skills were best used back at the farm.
Due to the effects of COVID-19,
farmers' markets have been given a bit
of a boost when disruptions in the food
system occurred and pushed customers to
find alternatives to their usual shopping
outlets. According to a study done by
Colorado State University for Local
Food Economics, 35% of consumers
participating in the study said they tried at
least one new market channel.
Perhaps you are considering selling at
a farmers' market but just like any other
market channel you need to weigh the pros
and cons to make an informed decision that
will hopefully lead to a profitable outcome.
Consider why you want to do a farmers'
market. Set some goals. Perhaps you are
looking to drive more customers to your
on-farm market or maybe you are looking
to increase your gross sales. I work with a
local farm market that is open seven days a
week and still attends up to eight different
farmers' markets each week.
What is your personality like? Do you
Pros
Having a stand at a farmers' market
will probably be the cheapest storefront
you will ever have. Weekly fees are usually
pretty low and you have a ready audience
because, guess what, the main reason
people shop at farmers' markets is to
purchase fruit and vegetables. It's also
an instant focus group. You can interact
directly with the customer to gauge their
reaction to your products, and hear their
evaluation of how you are offering them.
Farmers' markets also allow you to
sharpen your marketing skills, fine tune
your displays to show your products at
their best, and increase sales.
Cons
Income can vary from market day
to market day as markets are weather
dependent. Obviously, a rainy day brings
few customers. There has, however, been
some research that shows the customers
that do come on bad weather days tend to
purchase more. Every market has its own
set of rules and requirements that vendors
must follow. Make sure you are familiar
with them before signing a vendor
agreement.
Selling at farmers' markets might be
your most expensive marketing channel
due to the labor costs. Even though the
market may be open for only four hours,
it is really an all-day event for vendors. It
could take an hour or more to set up and
the same for tearing down. There also is
transportation to and from the market.
Initial startup costs can be high as you
will need a canopy, weights for canopy (a
must), tables, coolers, etc. Ideally, these are
items you will use for many years, so that
cost is spread out.
Let's finish up with a few " do's " and
Need Clamshells?
ProducePackaging.com®
Kurt Zuhlke & Associates, Inc.
FOR ALL YOUR
PRODUCE PACKAGING NEEDS
" don'ts " for being a vendor.
Do
Be on time. Vendors who are late
getting to their market ultimately hurt
themselves. Late vendors never really get
fully set up and end up losing sales.
Brand your stand. Your logo should
be on everything, including t-shirts, hats,
signage and labels. You're looking to tell
your story about what you offer and why.
If you offer samples, have them prepared
in advance. This saves time and you won't
have to clean utensils at your stand that
could lead to health department scrutiny.
Have a system for keeping your space
clean. Many markets have developed
protocols for cleaning so they could
operate during COVID-19 and there is an
expectation that these protocols will remain.
Don't
Don't be grumpy. No one wants to buy
from someone who looks like they'd rather
be somewhere else. Smiling, engaging
vendors will always do well.
Don't be short on your top products.
Many farms develop a reputation for
having some high-quality products like
sweet corn or strawberries. Let's say your
farm is known for having great sweet
corn. You will want to make sure you
have it all season and through the market
day. If you are constantly selling out
halfway through the market day, you will
frustrate your customers.
Farmers' markets are places where you
can build your business and enhance your
marketing skills. Given the current interest
in local food, this could be the best time to
join a market. VGN
Kraft
Grocery
Bag
Imprint Available
Visit our website at www.ProducePackaging.com
Email: sales@ProducePackaging.com
Call toll free at: 1-800-644-8729
By your side for 60 years!
Serving the fresh Produce
industry since 1959.
Join our mailing list
Text CLAMSHELL to 22828 to get started
18 | VegetableGrowersNews.com
www.rockfordpack.com | (800)444-7225
New!
http://www.ProducePackaging.com http://www.ProducePackaging.com http://www.rockfordpack.com http://www.VegetableGrowersNews.com
July 2021

Table of Contents for the Digital Edition of July 2021
