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Farmers Markets
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Betty King, a Kentucky extension
specialist, calls farmers markets “America’s first
grocery stores.” She opened a new market in Versailles,
Ky., and provided training for farmers interested in diversifying
their offerings. – Photo by Ted Coonfield |
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Since 1994, the number of U.S. farmers markets has more than doubled
to about 4,000, refiecting an enormous demand for farm-fresh produce.
Most farmers markets offer a reliable, fiexible outlet where vendors
can sell a wide range of fresh produce, plants, honey, value-added
products like jams or breads and even (depending on local health
regulations) meats, eggs and cheeses. For beginning direct marketers,
farmers markets can be a great place to start. To locate farmers
markets in your area, go to www.ams.usda.gov/
farmersmarkets/ or call USDA’s Agricultural Marketing
Service at (202) 720-8042.
Aaron and Kimberly Bolster have been marketing their fruits and
vegetables in Oregon’s Willamette Valley since 1998, gradually
expanding Deep Roots Farm from three to more than 100 acres. Their
diversified approach to marketing includes a community supported
agriculture program, sales to restaurants, local supermarket chains,
and even cannery crops. Yet, farmers markets have consistently been
among their best outlets.
In 2006, Deep Roots’ employees were selling at 12 farmers
markets a week during the height of the season. Several are in Portland,
a city known for its vibrant and bustling markets that offer everything
from heirloom vegetables to bouquets of freshly cut flowers, dry
beans, specialty breads, fruit, nuts, beef, lamb and even rabbit.
Asked what makes for a successful farmers market stand, Aaron Bolster
emphasizes “the old cliché that you have to have a
quality product at a good price. People need to have a reason to
come back.” Customers develop loyalty to particular farms
based on price, quality, the range of offerings, their desire to
support local farmers, and the personal connection they feel with
you and your farm.
Farmers markets vary widely in size, setting and sales volume.
If you’re not satisfied with farmers market options in your
area, you may be able to improve them by forging alliances with
other members of your community. Merchants’ associations,
chambers of commerce and other civic groups have come to recognize
the power of farmers markets to draw customers into retail areas.
Betty King, a University of Kentucky extension specialist for community
development, calls farmers markets “America’s first
grocery stores.” King was part of a group eager to emulate
the success they saw in the city of Lexington, which enjoys a thriving
farmers market with as many as 60 vendors. In neighboring Woodford
County, King and other community leaders were eager to encourage
a new market in the town of Versailles.
When Versailles’ downtown underwent renovation, developers
offered to create a covered space where the market could operate
year-round. The Woodford County Extension Service built a certified
community processing kitchen, and a SARE grant helped fund a training
program for farmers interested in developing value-added products
to diversify their market offerings. Downtown merchants show their
support for the market by purchasing bedding plants and other items
from the farmers for seasonal decorations.
The Woodford County Farmers Market now has 10 to 12 vendors selling
produce, honey, meat, cheese and freshwater shrimp. “You have
to start small and grow the market,” King says. “Farmers
should realize that they have to invest, too.” For example,
paying higher stall fees to pay for advertising or a salaried market
manager can pay dividends later.
A similar partnership in Santa Rosa County, Fla., spearheaded by
a SARE community innovation grant, led to the establishment of Riverwalk
Farmers Market in downtown Milton and the creation of a “Santa
Rosa Fresh” marketing program to highlight produce grown within
the county. Cooking demonstrations with themes like “Cook
it Like Your Grandma Did” and “It’s Too Darn Hot
to Cook” drew record crowds. Other special events featured
antique car shows and swing dancing demonstrations.
The county hopes to erect a permanent covered structure for the
market on the courthouse square. Another plan is to let high school
students earn community service hours to gain eligibility for state
college scholarships by working at the market. “It really
fits with our mission for the farmers market to have an educational
component,” says Chris Wilcox of the Santa Rosa Economic Development
Council.
Most growers enjoy interacting with other farmers, and many say
that cooperation is as important as competition. Expect to have
slow days when you do not sell all that you bring, and be prepared
to encounter bargain hunters. You may want to investigate gleaning
possibilities; many food banks and homeless shelters will pick up
extras directly from your stand or farm.
If you’re interested in selling at farmers markets, keep
in mind:
 Successful
markets are located in busy, central places and are well-publicized.
Don’t
deliberately or drastically undersell your fellow farmers. The
more farmers and farm products at the market, the more customers.
A good
market manager promotes the market and enforces its rules.
Selling
at a farmers market may provide contacts for other channels, such
as special orders or subscriptions.
Get
feedback from your customers. You can learn a lot about what they
find desirable – and what to grow next season.
For
tips on displaying produce, pricing and other practical advice,
consult The New Farmers’ Market.
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