So Many Farmers’ Markets: How To Choose

Farmers’ markets are one of many venues for selling produce, meat and value-added products. Selling at farmers’ markets can be challenging and is not for everyone. However, many growers who choose this avenue for selling find it rewarding. Deciding which market you want to sell at can be challenging as well, especially with so many markets to choose from. Within our program’s seven-county region, there are over 35 farmers’ markets. You can also look outside this seven-county area and find countless other farmers’ markets.

How much time do you have to market? You will need to balance your time between production and marketing. There is a farmers’ market for nearly every day of the week. Some growers will spend multiple days selling at markets, but unless you are a big operator, you will most likely not spend any more than two days at the market. Some farmers’ markets operate two days a week, but most are once a week. We at ISFOP have a farmers’ market spreadsheet with locations, contact information, and the days and time of operation.  You can also look on the Agri-Missouri website where the farmers’ markets are listed by county. However, there are a couple of farmers’ markets that are not listed on this website.

How far are you willing to drive? As gas prices go up, this is becoming more of a relevant question. If it costs you $70.00 in gas to get to market, that is going to affect the profits you take home on market day. It is also very important that you factor in your time at market. Remember, you need to get paid too! Factor in your hourly wage when figuring out how far you are willing to drive.

There are more questions you need to ask in order to make a good decision on which market to go to, but to get answers you will need to do your homework. Call the contacts or market managers of the markets you are interested in and ask them about their market. Here are some pertinent questions to ask:

* Is there a contract?
* Does the market have rules or by-laws? If so, how are they enforced? Most markets have a set of rules. For example, maybe vendors can only sell things they produce (or only local products can be sold). It is good to know if these rules are in place and enforced.
* How many customers do they get at the market? If it is multiple days ask them about each day separately.
* How do they advertise the market to get new customers?
* Are they able to do electronic sales of any kind? Some markets have debit and SNAP (Supplemental Nutrition Assistance Program) card machines. This can increase customer spending at a market.
* Do they have a covered area or will you need to bring a tent?
* If you need electricity make sure they have it.
* Is the farmers’ market licensed and insured?
* How much does it cost to have a vending space?

Finding a good market is important, but if you have an unattractive stand, it won’t matter how good the market is or not. In order to be successful in this venue, you need to have fairly good customer service
skills and be able to sell not only your produce, but yourself, too. At most farmers’ markets there are at least five other vendors that are possibly selling the same kinds of produce as you. What will make your booth stand out and draw customers to it?
(by Katie Nixon, Small Farm Specialist, Lincoln University)