Market Logistics and Considerations

Farmers markets do not provide you with the materials you will need to sell your products. Consider that you will need to provide a tent or canopy to protect your products from the elements. Weights of some kind are also necessary to secure your tent during windy market days and prevent blow-overs that could injure you or others. You should also plan to invest in a few 6 to 8-foot tables depending on the size of your booth. Remember table weights (stones will do) for any literature you may have on your table.

You will need materials to effectively display your products, including table coverings, display baskets, signage (both for pricing and for your farm name) and bags. You will also need to have a change box or apron with an adequate amount of change for customer sales. Remember ATM’s dispense $20 bills and you will need to make change for all those twenties.

Food safety is important to you and your customers. Many foods require temperature control. Be sure that you have the means to maintain hot foods hot and cold foods cold. Electricity is not available in many markets, so you will need to be energy self-sufficient. More info is available at: http://www.health.state.ny.us/environmental/indoors/food_safety/

You will need to consider the type and number of employees to bring with you on a market day. They can be family, friends, or others. All NYS Labor Laws must be adhered to when considering your staffing mix. Farms are considered for-profit entities (unless you a registered non-profit) so you cannot utilize interns. Many farms will bring 2-3 staff members for both safety reasons as well as giving the opportunity for bathroom and meal breaks.

 If you are selling products other than fresh fruits and vegetables, you will need to be properly licensed for each product. For example, bedding plant sellers are required to be licensed through the State Department of Agriculture and Markets, whether you are the grower or a reseller. A sales tax certificate is also required. Meat producers and sellers must comply with food safety requirements by having meat processed by a licensed slaughterhouse and maintaining meat at proper temperatures. For a complete list of licenses, permits and certificates required for farmers market sales, visit the Federation website at: http://www.nyfarmersmarket.com/pdf_files/vendorpermitreqmts.pdf

Most markets will require their farmers and vendors to carry a liability policy that names the market, its sponsors and/or property owners as additionally insured. Limits of coverage are most often $1 million in both general and product liability with a $2 million annual aggregate. Most farmers carry farm liability coverage and a rider on this policy may provide the coverage and certificate that is required. Others may need to resort to finding a source for market liability coverage. The Farmers Market Federation of NY can help with this through their liability insurance program.

It requires time away from the farm while you set up at the market, interact with customers and make sales, and then tear down. Also consider what markets are reasonable for your schedule; can you do more than one in a single day? Which is your best choice? What flexibility would you need from these markets to set up and break down in time?

Production

When you consider selling at a farmers market, an important piece of this is the amount and type of products you can bring to market. Having an over-productive garden while being a great thing for your neighbors, friends or family, will not provide the necessary quantity, diversity, or continuity of products necessary to sell at a farmers market. One good measure will be to consider how much product you will need to sell each hour of the market to cover all your costs (labor, insurance, market fees, supplies, etc..) and then make a profit. For example, if you bake bread and sell a loaf for $4, how many loaves will you need to sell before you make back your insurance, market vending fee, etc…)

Diversity

It is also important to consider the diversity of customers that shop at a farmers market. You want to appeal to a diverse customer base so it is important to understand the demographics of the community of that particular market. Does it have many seniors shopping who are looking for smaller quantities? Or ethnic populations seeking culturally appropriate foods? Understanding the marketplace will ensure you can meet customer needs and set yourself apart.

Technology

All of our member markets accept SNAP/EBT and participate in many coupon programs which can be additional income for your farm. You will want to participate in these programs which may have an application process and training associated in order to ensure success. It is also recommended that you consider accepting credit cards through a platform such as Square, Venmo, Apple Pay, Google Pay, etc.. Depending on the types of products you are selling, customers may be more likely to purchase and/or spend additional money if you accept credit cards.

Marketing & Customer Service

  • Target Audience: Know who your target audience is before you join a market. Consider the demographics your product would appeal to and then you will know what type of community and market would work best for you.

  • Social Media: Engage with your customers on social media. Let them know when you will be at the market, what types of products you will have, and whether you are offering any sales or deals. Engagement is an important part of the social media algorithm, so be sure to respond to customer’s questions and comments on your pages.

  • Customer Service: Do you have the personality to direct market your farm products? Direct marketing requires time and patience. You will need to present yourself in a positive light to your consumers. Customers need to see a positive, upbeat, smiling farmer behind the table.

Pricing Strategy

Carefully consider your pricing strategy. You’ll need to know your costs of production and what you will need to make a reasonable profit for your products. Remember family expenses are part of the equation, as well, including things like health insurance, college tuition, and retirement planning. Knowing what you will need to charge for your products will also help you find the market that fits your needs.

Finding the right market for you

It helps to do a little research before you join a farmers market. When researching the market(s) you may want to attend, keep in mind that the more popular markets may have waiting lists. Opting for your second choice market will give you the experience you need while your name moves up the waiting list on your first choice options.