A FARMER’S GUIDE · Know your customer: Take time to understand what your customers are looking for. No two markets are the same, and you might need to adjust your messaging, display,

Maryland Farmers Market Association ã2017 1

A FARMER’S GUIDE to

Selling at Farmers Markets


TABLE OF CONTENTS

SECTION 1: ARE FARMERS MARKETS RIGHT FOR YOU? ..................................................................................................... 3 ComparisonofFourMarketingOutlets..............................................................................................4

SECTION 2: FINDING THE RIGHT FARMERS MARKET FOR YOU ................................................................................. 5 Beyondthesales:factorstoconsiderwhenselectingafarmersmarket...........................................5

WorksheetA:FindingtheRightFarmersMarket(IdentifyingPreferences).................................7Identifyingpotentialcostsassociatedwithsellingatfarmersmarkets.............................................8Estimatingpotentialrevenueatfarmersmarkets...........................................................................11

WorksheetB:FindingtheRightFarmersMarket(AnalyzingMarketCharacteristics)................13 Measuringsalessuccessatmarket..................................................................................................14

FarmersMarketTrackingSheet...................................................................................................14

SECTION 3: MAXIMIZING SALES AT THE FARMERS MARKET.......................................................................................15 Display..............................................................................................................................................15

Layout..........................................................................................................................................15Presentation................................................................................................................................16Signage........................................................................................................................................18CustomerService.........................................................................................................................19WorksheetA:StandingoutatMarket(DevelopingaGreatDisplay)..........................................21 WorksheetB:DesigningYourFarmersMarketStand.................................................................22

SECTION 4: SHARING YOUR FARM'S STORY ............................................................................................................................. 23 Establisharecognizablebrand........................................................................................................23Createanonlinepresence................................................................................................................23OnlinePlatformsataGlance...........................................................................................................24Engagingwiththemedia.................................................................................................................25

WorksheetA:IdentifyingYourFarm’sPromotionalPotential....................................................26


SECTION 1: ARE FARMERS MARKETS RIGHT FOR YOU?

Farmersmarketsarejustoneoutletforfarmerstoselltheirproductdirectlytoconsumers.Howdoyoudecidethattheyaretherightoptionforyouandyourfarm?Althougheveryfarmersmarkethasitsowncultureandflavor,therearecertainconsistentaspectsofsellingatfarmersmarketsthatyoucancounton.Incontrasttootheroutletssuchaswholesale,farmersmarketsprovideanopportunitytomaximizetheamountofrevenuethatgodirectlytothefarmer;however,theycomewiththeirownsetofopportunities,challenges,andlogisticalconsiderations.Readontolearnmoreabouthowmarketswork,iftheyareagoodfitforyourfarmandbusinessmodel,andhowtomaximizeopportunitiesforsuccess.

Direct interaction

Customerinteractionisakeycomponentofsellingatfarmersmarkets.Manypeopleshopatfarmersmarketsbecausetheyenjoyconnectingwiththefarmersgrowingtheirfoodandcanbuydirectlyfromyou,theproducer.Youdon’thavetobegregarioustobesuccessful,butbasiccustomerserviceprinciplesareimportant.Asmilegoesalongway,andpatientresponsestoquestionswillserveyouwellinthelongrun.Noteveryonewhocomestoyourstandwillbepleasanttointeractwith;bepreparedtonavigatetheseinteractionsinawaythatdoesn’tnegativelyaffectyoursalesandyourbusiness.

Product marketing Amajorperkoffarmersmarketsisthatthemarketassumesresponsibilityforgettingcustomersthereonmarketday…butit’suptoyoutogetthemtobuyyourproduct.Howwillyoumakeyourproductstandoutfromtheothervendor’s?Signage,display,andproductplacement—discussedlaterinthisguide—arekeytosuccess.Whilestrongbrandingandmarketingarekey,it’simportanttonotethateachfarmersmarket’scustomerbaseisunique;you’llhavetotailoryourproductandsalesstrategyaccordingly.

Interdependence Farmersmarketsareanexerciseininterdependence:customersrelyonfarmerstoprovideproductofconsistentqualityonaregularbasis,andfarmersrelyoncustomerstomakerepeatpurchasesthroughoutthefarmersmarketseason.Shoppersbuyproductsfromsourcestheycantrust.Ifyoucandemonstratetheabilitytoprovidequalityproductanddosoonaweek-to-weekbasis,youwillbeonestepclosertodevelopingasteadyandreliablecustomerbase.

Photo credit: Port Towns Farmers Mercado


Thechartbelowcomparescharacteristicsoffourmarketingoutlets:

FARMERS MARKET

SALES

COMMUNITY- SUPPORTED

AGRICULTURE SALES

DIRECT ON-FARM/

ONLINE SALES

WHOLESALE: RESTAURANT/ INSTITUTION

SALES

Directconnection/interactionwithcustomer

Highlevelofdirectinteractionbetweenfarmerandconsumer



Interactionisonlywithbuyer,notwithconsumer

SenseofcommunityHighpotentialtobuildcommunityoffarmersandconsumers

Highpotentialtobuildcommunityoffarmersandconsumers

Buildsacommunityofcustomersbut

customersarenotnecessarily

connectedwithoneanother

Lowpotentialtobuildsenseofcommunity

betweenfarmerandconsumer

Opportunitytobuildloyalcustomerbase

Highpotentialforrepeatcustomers




Guaranteedsales(viapre-soldoptionsorcontracts)

Noguaranteedsales

Structuredonpre-sales

Noguaranteedsales

Highpotentialforcontractedsales

Bulksales Lowlikelihood Sharesmimicbulkssales

Possible,butnottheemphasisofmarketoutlet

Institutionsoftenwantproductin

bulk

Outsideassistancewithpromotion

Marketsoftenpromote

themselves

Farmerdrivespromotion

Farmerdrivespromotion

Aggregatedistributors

typicallypromote

Outsideassistancewith“banking”services

Marketsoftenprovidecredit/debit/SNAPservices

Farmerresponsibleforfacilitatingpayments



Benefitsfrom“cooperativesales”structure

Multiplevendors=strongmarket

Farmeroperatesassolevendor

Farmeroperatesassolevendor

Possibleifusingaggregator

All-weathersales Salesareweatherdependent

Notweatherdependent

Notweatherdependent

Notweatherdependent

Year-roundmarketSomemarketsareyear-roundbut

mostareseasonal

Canhappenyear-round

Canhappenyear-round

Canhappenyear-round

On-site(minimaltravel)Farmersmust

traveltofarmersmarketsite

MostCSAshavebothon-andoff-farmdistribution

sites

Typicallyon-farm Farmersmustdeliver

Lowentrycosts Nobrick-and-mortartofinance

Nobrick-and-mortartofinance

Usuallyrequiresinvestmentin

infrastructureon-site

Largeinstitutionshavecertain

requirementsthatmayrequireinitial

investment

PricecontrolFarmerhashighlevelofcontroloverprices

Farmerhashighlevelofcontroloverprices

Farmerhashighlevelofcontroloverprices

Mostlycontrolledbyreseller’s

prices,althoughhigh-end

restaurantsoftenpaymorethanwholesaleoperations


SECTION 2: FINDING THE RIGHT FARMERS MARKET FOR YOU Onceyou’vedecidedfarmersmarketsaretherightmarketingoptionforyou,howdoyougoaboutdecidingatwhichmarketstosell?It’slikelythatthelargest,oldest,and/ormostwell-establishedfarmersmarketshavewaitlistsforprospectivevendors,soitmightnotberealistictoexpectimmediateaccesstothesemarkets.Butdon’tworry:thereareoptions.Infact,onelookusingMDFMA’s‘FindaMarket’toolonourwebsite(http://www.marylandfma.org/find-a-market/)showcasesthewiderangeofmarketsthroughoutMaryland.Takethetimetofindthemarket(ormarkets)thatbestfityourneeds. Beyond the sales: factors to consider when selecting a farmers market

Eachfarmersmarketprovidesauniqueexperience.It’sthereforeimportanttofindamarketthatprovidesthetypeofexperiencethatmakesmarketdayfulfillingbeyondjusttheday’snetsales.Makeyourdecisiontosellatmarketawell-roundedone:findafarmersmarketwhereyouenjoysellingyourproduct.Askyourself:

Manymarketshaveaclearmissionandpurpose.Somefocussolelyonsupportinggrowers,whileothersaspiretoaddressfoodaccessissuesindisinvestedareas.Thesemissionsandpurposesmayinfluencewhoispermittedtosellatthemarket(‘produceronly’)orpotentialvolumeofsales.

Therelationshipsyoubuildwithmarketstaffandfellowvendorswilldefineyourexperienceatmarket.Takethetimetoseekmarketsthatprovideyouwithopportunitiestocultivaterelationships.Marketstaffingandgoverningbodiescaninfluencemarketculture;gettoknowwhorunsthemarket,whetherit’sstafforvolunteers.

Whatlengthortypeofcommutefeelsreasonableforyou?Areyouopentourbandrivingordoyoupreferamoreruralcommute?Wouldyouprefertoselltoyourneighbors,orareyoumoreinterestedinbringingyourgoodstoothercommunities?

ADVICE FROM THE FIELD

“Pay your dues. Start at smaller markets and make a reputation for yourself. Let the markets get to know you. Let the other farmers get to know you.”

Jack Gurley Calvert’s Gift Farm

Isthemarketmissioncompatiblewithmyfarm’smissionandpurpose?

DoIfeelwelcomeandcomfortable

atmarket?

Doesthemarketlocationwork

forme?


Yourtimeisvaluable,sotrytothinkstrategically:selectfarmersmarketsthatallowyoutomaximizeyourtimeoff-farm.Adistantmid-daymarketmeansyouareunlikelytogetmuchdoneon-farm,butschedulingtwodistantmarketsonthesamedaycanmakethoselongermarkettripsmoreefficientandworthwhile.

Alsoconsideryourharvestschedule:doesitmakemoresensetoscheduleallofyourmarketsinablockof1-2dayseachweeksoyoucanreduceharvesttime?Doyouhavespacetostorelargerharvests,orareyouharvestingintocoolersanddrivingdirectlytomarket?Doesyourfarmyieldenoughtosupplymultiplemarketsback-to-backdays?

Andthenthinkbiggerpicture:howmanyweeksdoyouwanttospendatmarket?SomemarketsendinSeptemberwhileothersstretchwellintoNovember,andafewevengoyear-round.Doesyourcropplanaccommodatealonger-seasonmarket?Areyourproductsthetypethatmightbeparticularlylucrativeduringaparticulartimeofyear(turkeys,greens,sweetpotatoes,etc.)?

Howwelldoesthismarketfitintomydaily,weekly,andseasonalschedules?

SECTION2:WORKSHEETA

FINDING THE RIGHT FARMERS MARKET: IDENTIFYING PREFERENCES Usethisworksheettoanalyzehowwellafarmersmarketmeetsyourgoalsandpreferences.


YOURGOALS

Usethissectiontocapturewhatyouwanttogetoutofsellingatfarmersmarkets.Forexample:whileprofitislikelyyourtopobjective,whatareyourothergoalsandpriorities,ifany?Areyoucommittedtosellinginyourowncommunity?Inareaswhereaccesstofresh,localfoodiscompromised?Whatisimportanttoyou?

Listyourgoalshere:

MARKETPREFERENCES

Usethissectiontoidentifyspecificcharacteristicsyouarelookingforinafarmersmarket.Doesyourfarm/businesshaveamissionthatmayinfluenceyourmarketchoice?Whatlocationsworkbestforyou?Whatareyoursalesgoals?Thinkthroughwhichofthesemarketcharacteristicsaremostimportanttoyouperthegoalsyou’veidentifiedinthesectionabove.

MarketmissionDoyouprefertosellatafarmersmarketwithaspecificmission?

Marketmanagement/cultureWhattypeofmanagementstyledoyouprefertoworkwith?Whataboutmarketculture?

MarketlocationIsaspecificlocationmoredesirablethanothers–urban/rural,affluentorunderservedpopulations,etc.?

TraveldistanceHowfarareyouwillingtotraveltomarketeachweek?

Day(s)ofweekWhatdayscanyoutobeatmarket?

Time(s)ofdayWhattimeduringthedaycanyoubeatmarket?

Marketseasonduration(#ofweeks)Whatseasonlengthworksbestforyouandyourharvestcalendar?

Targetnetsales(forallmarkets)Howmuchdoyouneedtonettobesuccessfulsellingatfarmersmarkets?


Aswithanymarketingoutlet,thegoalwhensellingatafarmersmarketistowalkawayhavingmademorethanwhatitcostyoutosellthere.Thissectionprovidesanoverviewofthecoststhatmayaccompanysellingatfarmersmarkets.Onceyouassesstheinputsrequired,you’llbebetterabletofigureouthowmuchrevenueyou’llneedtobringintomakethismarketworthwhilefromafinancialperspective. Identifying potential costs associated with selling at farmers markets

Permits&LicensesSellingatanyMarylandfarmersmarketrequirescompliancewithbothstateandcounty/cityregulations.Mostofthesepermitsandlicensescomeatacostandrequirerenewalfromyeartoyear.Besuretofactorinthesecosts.Regulationsvarybycounty.VisittheMDFMAwebsite(checkunderthe‘Resources’tabforalinktoapagetitled‘Regulations’)foracompletelistofallpermittingandlicensingrequirementsthroughoutthestate:http://www.marylandfma.org/resources/regulations/

Somequicktips:o Sellingfresh,“uncut”fruits&vegetablestypicallydoesn’trequirea

specialpermit…

o …butprovidingsamplesoffreshfruits&vegetablesdoesusuallyrequireapermitfromthelocalhealthdepartment.

o Theneedforapermittosellvalue-addedgoods(i.e.cannedgoods,

fermentedproducts,bakedgoods)isdeterminedbytypeofitem(whethertheHealthDepartmentconsidersita“potentiallyhazardousproduct”)aswellasthatitem’stotalannualsales.

o SellingmeatatafarmersmarketusuallyrequiresaMobileFarmers

Marketpermitorlicense,inadditiontoinspectionfees.

o Ifyouhavequestions,contactyourlocalAgriculturalMarketingProfessional(AMP).Tofindanexpertnearesttoyou,usethe‘Regulations’linkaboveforalistofMarylandAMPsandtheircontactinformation.

o STARTEARLY!Don’twaituntilthelastminutetogetyourpermits

andlicensesinorder–itcantakeuptoafewmonthstoprocessyourapplicationsandnothavingpermitssecuredcanjeopardizeyourmarketseason.


VendorAgreements

Maryland’sfarmersmarketsvary,andsotoodotheirvendoragreements.Thevendoragreementcantellyoualotaboutthemarket’scapacityandwhatyou,asavendor,canexpectfromthemarketmanagement.Agreementsshouldbewrittenandformattedsoastoveryclearlyoutlineanyparticipationfeesandexpectationsofvendors.

Thefollowinglistillustratesthepotentialcoststosellataparticularfarmersmarket:

o Stallfees:Mostmarketschargevendorstosellatthemarkettohelpcoveroperationalcosts.Thismaybeaone-timeflatfeeupfront;othersrequirevendorstopayapercentageoftheirtotalsales.Besuretofactorinthiscost.

o Attendancepolicy:Mostmarketshaveamaximumnumberofmarketdaysyouarepermittedtomisswithoutincurringpenalties.Somemarketsreimburseadeposittovendorsiftheyadheretoattendancepolicies,whileothersissuefinesafteracertainnumberofmissedmarketdays.Knowwhatyouareagreeingtoandhownon-adherencetothemarket’spolicymightaffectyourbottomline.

o Commitment:Thenumbersofhoursthemarketisopeneachdayandthelengthofthemarketseasonaffectnotonlyyourprojectedsalesbutalsoyourstaffingand

travelexpenses.Besuretofactormarkettosetupbeforeandbreakdownaftermarketinyourtotalhourscalculations.

o Paymentschedules:Althoughmanycustomerspaywithcash,marketsmayalsooperatetokensystemstoallowcustomerstousedebit,credit,andtheSupplementalNutritionAssistanceProgram(SNAP,alsoreferredtoElectronicBenefitsTransferorEBT).Acceptingmarkettokenscanincreaseyoursales(note:somemarketstakeapercentageofthesesalestooffsetthecostoftheservicetheyareproviding).Tokenreimbursementmayoccuronaweekly,bi-weekly,ormonthlybasisdependingonthemarket.

Alsokeepinmindthatmanymarketsdon’tprovidesamedayreimbursementfortokensalesthedayof.Knowhowlongitmightbebeforeyouwillbereimbursedforthesesalesandunderstandhowitwillaffectyourfarm’scashflow.

Attendancepolicieshelpmarketsensureaconsistentproductline-upforshoppers.Nobodywantstoshopatamarketifthere’suncertaintyastowhetherthevendorsshowupornot!

Doyouhaveenoughproducttosellallseasonlong?Ifyouplanonusinghighschoolorcollegestudentsduringthesummermonths,howwillyoustaffyourmarketiftheyreturntoschoolbeforethemarketseasonisover?


OperatingCostsIt’simportanttounderstandthevariouscostsofsellingthroughfarmersmarkets.Thesecaninclude:

o Staffwages:Calculatehowmuchitwillcosttosendyourstafftomarketeachweekandplanondeductingthisfromyoursales.Evenifit’sjustyougoingtomarket,don’tforgettofactorinyourhourlywage—yourtimeisvaluable.

o Travel:Atminimum,you’llpayforthegastogettoandfrommarketeachweek.Alsofactorinthecostsofwearandtearonyourmarketvehicle–whichmayleadtorepairslater—andwhetheryou’llhavetopurchaseanadditionalvehicletomakethosetrips.Includethesecostsinyourexpenses.

o Supplies:You’llneedtoreplenishyour

stockofmarketingsupplieslikeshoppingbagsandpackingcontainers(i.e.pintboxesforcherrytomatoesorproducebags)throughouttheseason.

o Equipment:Whatwillyouneedweekafterweekatthemarkettomakeyourstanda

success?Astandardlistincludes:

• Tents(insomecountiestentsmust meetcertainrequirements;seeour regulationsinformationonlineto confirmifthisisthecasewhereyou willbeselling)• Tentweights• Tables• Tablecloths• Displaycontainers(nicebasketsorcrates,

forexample)• Signage• Producescaleifyousellbythepound• Cashboxthatcanbesecured• Moneyaprons/beltsforstaff• Electronicpaymentprocessingequipment

ifyouplantoacceptdebit,credit,orSNAP/EBT independentlyofthemarket.

Checkoutthistripcalculatortool:https://www.fueleconomy.gov/trip/AAAestimatedthatin2016,theaveragecostfordrivingavehicle(includinggas,maintenance,etc.)fellbetween$.060-$0.70permiledriven.Dependingonthetypeofvehicleusedformarkettransportation,thiscostmightbehigher.

Besuretothoroughlyanalyzeallcontractsforpaymentprocessingequipment.Allplanshaveassociatedusagefeestoconsider;pickaplanthatmakesthemostsenseforyoursalesstrategyandthetypeofmarketwhereyou’reselling.Manyequipmentcostsareone-timeexpensesandmayonlyaffectplanningforfirst-timemarketfarmersorasreplacementcosts.


Estimating potential revenue at farmers markets Salesatafarmersmarketareinfluencedbymanyfactors,someofwhichareoutsideofyourdirectcontrol.Ifyouhavespecificexpectationsforrevenuefromaselectfarmersmarket,takeamomenttofindoutasmuchasyoucanaboutthemarkettoassessifitcanmeetyourneeds.Ifyoucan,visitthemarketandgetafeelforthecustomerbase.Haveaconversationwiththemarketmanager,andcheckoutthemarket’swebsite,socialmedia,andotherformsofmarketing.

Howmanyvendorsarethere,andwhatisthevendorretentionrate?

Whatarevendors’averagesales?

Howisthemarketpromotedtothepublic?

Whatistheaverageattendancepermarketday?

vs.Whatotherservicesdoesthemarketprovide?

Whataretheothervendorsselling?Istherespaceforyourproduct?

Howlonghasthemarketbeeninoperation?

SECTION2:WORKSHEETB

FINDING THE RIGHT FARMERS MARKET: ANALYZING MARKET CHARACTERISTICS

UsethisworksheettoidentifyspecificcharacteristicsofpotentialfarmersmarketsandhowtheyrelatetothegoalsandpreferencesyouidentifiedinWorksheet2A,payingspecialattentiontothoseyouidentifiedasparticularlyimportanttoyou.Remember:It’sunlikelyanymarketwillmatchperfectlywithallofyourpreferences,butthinkofthisworksheetisa

toolyoucanusetolookcomprehensivelyatwhateachmarkethastooffer.


MARKETNAME:______________________________________________

MarketavailabilityIsthismarketacceptingnewvendorssellingyourtypeofproduct?

MarketmissionDoesthismarketalignwithyourfarminggoalsandvision?

MarketmanagementWhorunsthismarketandhowdotheyrunit?Doesthisfitwithyourexpectationsofmarketmanagement?

MarketcultureWhatsocialcodeisinplaceatthemarket?Howdoeseveryoneinteractwithoneanother?Doyoufeelcomfortableandsupportedinthistypeofsocialenvironment?

ServicesprovidedPaymentpaymentprocessing(debit,credit,SNAP/EBT)

Isthisanassetforyou?Doesthepayoutschedulefityourneeds?

Promotion&outreachDoesthemarketprovideanadequatelevelofpromotionandmarketingonbehalfofitsvendors?

Productspecifications(producer-onlyvs.resellingpermitted)Dothesespecificationsbenefityouasavendor?

Vendorresponsibilities(i.e.vendorsmustreportsalesdataweekly/monthly/seasonally,orturnintokensforreimbursement,etc.)Areyouabletofulfilltheseresponsibilities?

SECTION2:WORKSHEETB

FINDING THE RIGHT FARMERS MARKET: ANALYZING MARKET CHARACTERISTICS

UsethisworksheettoidentifyspecificcharacteristicsofpotentialfarmersmarketsandhowtheyrelatetothegoalsandpreferencesyouidentifiedinWorksheet2A,payingspecialattentiontothoseyouidentifiedasparticularlyimportanttoyou.Remember:It’sunlikelyanymarketwillmatchperfectlywithallofyourpreferences,butthinkofthisworksheetisa

toolyoucanusetolookcomprehensivelyatwhateachmarkethastooffer.


LocationIfyouhaveaspecificvisioninmindforwhereyou’dliketosell(i.e.urbanv.rural),howdoesthislocationcoincidewiththisvision?

DistancefromfarmHowdoesthisscopeoftravelimpactyourworkplan?

Dayoftheweek/timeofdayHowdoesthisimpactyourworkplan?

Opening&closingdatesHowdoesthistimeframecorrelatewithyourplantingandharvestingschedule?Willyouhaveproductatthebeginning/endoftheseason?

NumberofweeksinmarketseasonHowdoesthistimeframeaffectyouropportunitytomarketandsellyourproduct?Doyouhaveenoughproduct/staffingtosellatmarketforthefullseason?

YearsinoperationHowdoesthisinfluencecustomerbaseandpotentialsales?What‘returnoninvestment’doyouforeseefromjoiningayoungmarket?

AveragesalesforvendorssellingsimilarproductWhatcanyouexpectinsalesatthismarket?

AveragesalesforvendorssellingdissimilarproductIstherepotentialforyourproducttosellwellwiththeestablishedcustomerbase?

Numberoftotalvendors/numberofvendorswithsimilarproducts?Howwillthisimpactyourpotentialsales?

AverageweeklyattendanceHowwillthisimpactyourpotentialsales?


Measuring sales success at market Goodrecordkeepingisessentialinallbusiness.Trackinginputsandoutputsthroughouttheseasonallowsyoutoassessyourlevelofsalessuccessatthemarket.Acashflowbudgetsheetworkswellforthispurpose:Thefollowingisanexampleofhowyoucouldtrackearnedrevenueagainstincurredexpensesatmarket.

FARMERS MARKET TRACKING SHEET[FarmersMarketName] Explanation Week1

[date]WeekX[date(s)]

1 MARKETINCOME2 Marketsales Totalsales 3 TotalMarketIncome =Row2 4 MARKETEXPENSES5 CostofGoodsSold(COGS)orVariableCosts6 LaborCosts7 Staffwages #ofhoursxhourlywage 8 Payrolltaxes Taxespaidforpayroll 9 Benefitscost–i.e.healthcare,etc. Costsforstaffbenefits 10 Other Othercostsrelatedtostaffing 11 TotalLaborCosts =Rows7+8+9+10 12 SupplyCosts13 Packagingmaterials Costsforrubberbands,clamshells… 14 Displaymaterials Costsforsigns,crates,baskets… 15 TotalSupplyCosts =Rows13+14 16 TransportationCosts–i.e.fuel(www.fueleconomy.gov/trip/)17 TotalTransportationCosts Costofgas 18 COGSorTotalVariableCosts =Rows11+15+17 19 GROSSPROFIT =Row2–Row18 20 GROSSPROFITMARGIN% =(Row19/Row3)*100 21 OverheadorFixedExpenses22 Vendorfees =totalmarketfee/#ofmarketweeks 23 Insurance =totalcost/#mktscovered/#mktwks 24 Permits&Licenses =totalcost/#mktscovered/#mktwks 25 VehicleMaintenance&Repairs =totalcost/#mktsincluded/#mkt

wks

26 Equipment–i.e.marketscale =totalcost/#mktscovered/#mktwks 27 Materials–i.e.aprons,cashbox,etc. =totalcost/#mktscovered/#mktwks 28 Marketing–i.e.newslettersign-up,sheets,flyers,etc. =totalcost/#mktscovered/#mktwks 29 OwnerDraw =%timededicatedtomks/52wks 30 TotalFixedExpenses =Rows22+23+24+25+26+27+28+29 31 NETPROFIT =Row20–Row30 32 NETPROFITMARGIN(%) =(Row15/Row3)*100


SECTION 3: MAXIMIZING SALES AT THE FARMERS MARKET Themarketmayberesponsibleforgettingcustomerstoshowupinthefirstplace,butit’suptoyouasamarketvendortotransitionmarketvisitorsintoloyalmarketcustomers.Thecustomerexperienceyoucultivateatyourstandhelpsdefinethecustomer’sexperienceatthemarketasawhole.Belowareafewtipsonhowtocreatethetypeofcustomerexperiencethatresultsinsales.

Display Agoodproductdisplayisfundamentaltoyoursuccessatafarmersmarket.Createanattractive,enticingvisualpresentationtodrawandwelcomecustomerstoyourstand.Useyourdisplaytohighlightspecificproducts.Configureyourset-uptomakeiteasyforcustomerstoseeandaccessyourproduct.LayoutFlow:Makeiteasyforcustomerstoknowhowtomoveinandaroundyourspace.Astandwherecustomersfeelcrowdedanduncomfortableorareunabletoreachyoutoaskquestionsorexchangepaymentcandiscourageshoppers.Access:Ensurethatbothyouandthecustomerareabletoeasilyseeandhandle

yourproducts.Customerswanttofeelwelcometomaketheirpurchases,andyoumustbeabletoreorganizeandreplenishasneededthroughoutthemarketday.Think‘kneestoshoulders’whenbuildingyourdisplaysofolksdon’thavetoreachtoohighorbendtoolowtogetwhattheywant.Protection:Farmersmarketsareoutsideaffairs,andit’slikelythatatseveralpointsthroughouttheseasonbothyourcustomersandyourproductswillbenefitfrombeingshelteredfromtheelements.Makeyourstandarefugefromtheelementsasbestyoucan.Everyonewillbehappierforit!


Space:Besuretoleavesomeemptyspacenearwhereyouacceptpaymentsocustomerscanresttheirselectedproductastheymaketheirpurchase.Otherwise,acustomermightfeelinclinedtoputtheirfivepoundsofsweetpotatoesontopofyourdelicatecherrytomatoes.

PresentationColor:Capitalizeonyourfield’srainbowqualities!Usethatnaturalpalettetocreateatapestryofcontrastingcolors-makeyourproduce“pop”.Tryputtingyourbrightestcolorsclosesttotheaisletomakesureeveryonepassingbyseesyourstand.Thisgoesfortheinediblepartsofyourdisplay,too:usecleantableclothsthatcomplementyourproductandgivethetableatidy,freshlook.Shape,size,&texture:Adisplayofdifferentsizes,shapes,andtexturescanbejustastantalizingascolor.Playwiththenaturalcontrastsamongyourproducttomakeyourdisplayfeelalive.

Variety:Youdon’thavetogroweverythingoncustomers’shoppinglists,buthavingavarietyofproductswillconvinceashopperyouaremorelikelytohavewhattheyarelookingfor.Varietyprovidesyouwithaplethoraofcolors,shapes,sizes,andtexturestoplaywithatyourstand.


Bounty:Customerswanttofeelasiftheyhavechoice.Keepyourstandfull–toomuchemptyspacesuggestsyoumightnothavewhatthecustomerislookingfor.Thisrequiresyoutoeffectivelymanageyourdisplaythroughoutthedayasyoursupplyisdepleted.Replenishreadilyandconsolidateyourdisplayasthedaywearson.Layering:Useheightandvariousdisplaycontainers

(baskets,crates,shelves)tocreatedifferentlevelsofdisplaythatengagetheeye.Doingsocancreatemorespaceforyourproductorsuggestbountywithouttheneedtopileradishesskyhigh.Grouping:Placeproductsinintentionalgroupstohelpthecustomernavigateyourstand.Groupingbypricemakesiteasierforcustomerstoplantheirpurchase,whilegroupingbyfamily(i.e.‘roots’)canmakeiteasierforthecustomertofindwhatthey’relookingfor.Quality:Customersexpectqualityproductspresentedtotheminaqualitymanner.Taketimetocleanyourproduce,trim,andpackageneatly,whetherinbunches,clamshells,boxes,orbags.Learnthebestwaytokeepyourproductfresh.Forexample,useaspraybottleongreensinthesummerheatorkeepthemcoveredtoprotectfromicywinterair.

Keepherbbunchesinbucketsorwatertokeepthemfromwilting.Usedampclothstokeepbunchesofradishesorturnipsfromdryingoutastheywaittheirturnforthedisplaytable.Cleanliness:Keepyourstandclean.Cleantablecoversanddisplaycontainerstellyourcustomersyoutakecareofyourfarmandyourproduce.


SignageInformation:Makeiteasyforcustomerstofindoutwhoyouare(clearlydisplayyourfarmname),whereyouarelocated,andthetypesandcostsofproductsyousell.Letcustomersknowifyouparticipateincertainprograms,especiallyiftheprogram,suchastheFarmersMarketNutritionProgram(FMNP),requiresyoutodoso!Listingcertifications,websiteinformation,orsocialmediahandlesareallgreatwaystocommunicatewhoyouaretoyourcustomers.Language:Yoursignsshouldbeaswelcomingandfriendlyaspossible.Forexample,“Cashonly,please”ismuchmoreinvitingthan“Nocreditordebit.”Similarly,ifyouacceptcertainpayments,thinkaboutusinglanguagesuchas“WeWelcomeSNAP”asopposedto“WeAcceptSNAP.”Knowwhatlanguageyourcustomersspeakandincludetheselanguagesonyoursignage,ifpossible.Thesecustomerswillfeelmorecomfortableatyourstand.Personality:Goodsignagepresentsachancetogetacustomer’sattentionbyusingeye-grabbingcolorcombinations.Italsoprovidesanopportunitytoconveyyourbrandandletthecustomergettoknowyou.Usingphotosofyouandyourfarmcanhelpcustomersgetasenseofwhoyouareandthetypeofagricultureyouengagein.Functionality:Don’tletyoursignsgetintheway.Makesuretheyworkforyouandfor

yourcustomers.Chalkboardscanbewhimsical,buttheycanbehardtostandupandsmudgeeasily.Whiteboardsarefunctionalbutcanfeelinstitutionalifnotdonewell.A-frames(above)arethesturdiestoptionbutneedmorespacethansomethingyoucanhangorpropagainstyourstand.Thereareprosandconstoeachtype,sodoyourresearchandfindasolutionthatworksforyou.


Consistency:Productandpricinglabelsareessentialsignage.Justremembertobeconsistent.Labeleverythinginthesamestyleoflabels.Makethemfun,butmakethemlegible.Education:Signscanbeextremelyusefulinhelpingcustomersunderstandwhatyouaresellingandhowtocookwithit.Signscanalsobetheperfectwaytoaddpromotionalinformationthataddvalueandintriguetoyourproduct.Forexample,asignreading‘pickedfresh’mightseemobvioustoyou,butitwillreassureyourcustomers.Similarly,signageexplainingthedifferentflavorsofyourtenvarietiesofheirloomtomatoeswillhelpcustomerspicktherighttomatoforthem.Remembertoincludethename,too,socustomerscanfindthatvarietyagainiftheyreallylikedit!CustomerServiceYoursuccesssellingatfarmersmarketsreliesonyourabilitytocreaterelationships,nomatterhowbriefandcircumstantial.Customersshouldfeelwelcomeandappreciatedforhavingspentmoneyonyourproduct.Establishingrapportwithyourcustomerscanhelpyoubuildastrongbaseofloyalcustomersandguaranteedsales,evenwhentheweatherisbad.

Beinviting:Adoptawelcomingstanceatyourmarketstandandrememberthatagreetingandasmilegoalongway.Letyourcustomersknowyouenjoyinteractingwiththem–evenifthatinteractionisthesameinteractionyou’vehadwith50otherpeoplethatday.Wearcleanclothesandhandleproduceandmoneywithcleanhands–ifyouaren’tclean,thencustomersmightgettheimpressionyourproductisn’teither!


Knowyourmessaging:Planhowyouwanttotellyourfarm’sstory.Beconsistentandknowwhatyouwantyourcustomerstotakeawayfromyourconversation.Knowyourproduct:Besurethatyouandyourmarketstaffcanansweranyquestionsaboutyourproductthatcustomersmayask–howit’sgrown,whenitwasharvested,whatitcosts,howtocookwithit,whatittasteslike,etc.Knowyourcustomer:Taketimetounderstandwhatyourcustomersarelookingfor.Notwomarketsarethesame,andyoumightneedtoadjustyourmessaging,display,orsignagetoconnectwithaparticularcustomerbase.Listentoyourcustomer:Relationshipsarerarelyone-sided:ensurethatyourcustomersfeelappreciatedbylisteningtotheirstoriesandtryingtoaccommodatetheirrequests,withinreason.

Behelpful:Providinghandoutsonhowtogetthemostoutofyourproduct–storagetips,instructionsonhowtocookit,recipesuggestions–canbevaluablewaystoenhanceacustomer’sexperienceatyourstand.Trainyourstaff:Ifyouaresuccessfulatmarket,youwon’thavetimetopersonallytendtoeverycustomer.Makesureeveryoneworkingatyourstandisabletoprovidequality,appropriatecustomerservice.

SamplingEngagingthesensesiskeywhenattractingcustomers;samplingallowscustomerstotasteexactlywhatyou’reselling.However,besuretogetthenecessarypermitstoshareacut-upversionofyourproductatthemarket.VisittheMDFMAwebsite[http://www.marylandfma.org/resources/regulations/]foracompletelistofpermitregulationsbycounty.

SECTION3:WORKSHEETA

STANDING OUT AT MARKET: DEVELOPING A GREAT DISPLAY Usethisworksheettobrainstormwhichelementsyou’llhavetoworkwithwhencreatingyourdisplay.


First,figureoutwhatyouhavetodisplay.Whatproductswillyoubringtomarket?Then,considerwhentheproductwillbeondisplayatmarket.Usethisinformationtohelpyoufigureouthowtoadjustyourdisplaycontainersfromweektoweek.Whatmethodisbestfordisplayingthisproduct:willthisproductdobestincontainers,sittingdirectlyontableorinlargetraysonthetable,orinbinsbelowtable?Ifyouwanttousecontainers,whattypeofcontainerswillworkbest:baskets,quarts,crates,etc.?Thinkaboutthisintermsofwhatyouareselling.Howdoesthiscomplementotherproductsandhowtheyaredisplayed?

Next,whatotherdisplayelementswillyouneedtosetupyourstandatmarket,andhowwilltheycomplementoneanother?Howmanytableswillyoubeusing,andwhataretheirdimensions?Howwillyoucoverthesetables?Doyouhavewaystocreateshelvesforalayeredeffect?Howwillyoudisplayyourfarmname?Howwillyoudisplayproductprices?Willyouhaveinformationaboutyourfarmorrecipestogiveawayatyourstand?Howareyougoingtodisplaythesegiveaways?

Product Seasonality Displaymethod

Tables,shelving,andcoverings

Signage Giveaways

SECTION3:WORKSHEETBDESIGNING YOUR FARMERS MARKET STAND

Usethisworksheettosketchoutapotentialmarketstandlayoutthatwillworkforyouandyourproduct.


Usethegridbelowtosketchthelayoutofyourstand(eachsquareinthegridrepresentsonesquarefoot).Consider:

o TRAFFICFLOW:Howwillcustomersmovethroughyourstand?Wherewilltheypay?Wherewillyoubestanding?

o ACCESS:Howcanyouensurebothyouandyourcustomerscanreachproduct?o PRESENTATION:Whatproductswillyouhave?Howcanyoutakeadvantageofthe

differentcolors,shapes,sizes,textures,displaycontainers,etc.?


SECTION 4: SHARING YOUR FARM’S STORY Farmersmarketcustomersarelookingforqualityproduct,buttheyareoftenalsolookingforasenseofconnectionwiththefarmerwhogrewtheirfood.Theywanttoknowwhoyouare,whereyourfarmislocated,howyougrowyourproduce,howyoucareforyourlivestock,etc.Theyarelookingforyoutodistinguishyourselfandyourproductfromwhattheyfindinthesupermarket…andfromeveryotherproducersellingatthefarmersmarket.Therearemanywaysyoucanconveythismessage,andtherearemultipleoutletstousetocarrythismessagebeyondjustthefarmersmarket.Establish a recognizable brand

Asuccessfulbrandisasmuchaboutaphysical,recognizablelogoasitisaboutwhatpeopleunderstandyourlogotorepresent.Ifyoualreadyusealogo(orevenjustafarmname),thinkabouthowyoucanincreasethevisibilityofyourlogoandfarmname.Ifyouarecreatingalogo,startwithidentifyingwhatitisyouwantcustomerstoknowaboutandexpectofyourproduct.Beyondyourlogo,picturesofyouandyourfarmcanhelpgivelifetoyourbrand,puttingafacetothenameandhelpingmarketcustomersputapersonaltouchonthosegrowingtheirfood.Bannerscanbeagreatwaytodisplayphotosand/oryourfarmnameandlogo.

Create an online presence

Makeiteasyforcustomerstofindmoreaboutyouwhentheylookonline.Manyfreeonlinelistingsexist(someofwhicharelistedbelow)andareaneasywaytobothincreasethevisibilityofyourfarmandtodrivecustomerstoothermarketingoutlets,suchasyourwebsiteandsocialmedia.Thefollowingcharthighlightstheprosandconsofeachplatform.

Maryland’sBesthttp://www.marylandsbest.net/

AmazingGrazingDirectoryhttps://www.futureharvestcasa.org/resources/amazing-grazing-directory-0

OrganicIntegrityDatabasehttps://organic.ams.usda.gov/integrity/

CertifiedNaturallyGrownhttp://www.cngfarming.org/


ONLINE PLATFORMS AT A GLANCE

Platform Who’s my audience? How do I use this platform effectively?

What are some advantages to using

this platform?

What are some limitations to using

this platform?

Facebook

‘older’audience:o 65%ofusersare35andolder

o highestusageamongages45-54

equallypopularinurbanandruralareasevenlysplitbetweenmale/femaleusers

updateregularlywithfreshcontent‘tag’otherusers&‘share’poststobroadenreachmixitup:usedifferentmediatoengagewithyouraudience

multimediacapacity:photos,videos,links,textselldirectlythroughplatformcreateevents‘Insights’helpassesswhatdoesanddoesn’twork

limitedvisibility;requiresdedicationtobuildanaudiencehardtoconvertuserstoutilizeotherplatformslotsofcompetition

Instagram

‘younger’audience:o mostusersare35andunder

morepopularinurbanareasthaninruralareasmorepopularwithwomenthanmen

usephotostotellyourstoryusehashtagstoconnectandpromotecontent

greatforillustratingyourfarm’saestheticsandgoings-onfilterstoaddartisticqualitytophotoscancross-postwithotherplatforms

photographyskillsamustdependentonphotostotellyourstory

Twitter

‘younger’audience:o highestusageamongages18-29

morepopularinurbanareasthaninruralareasevenlysplitbetweenmale/femaleusers

usehashtagstoconnectandpromotecontentbeconversational,butkeepitshortandsweetsharewhat’shappening‘rightnow,’anddoitoftentakeadvantageorurl-shortenerstosavespace

easytoupdatefast-pacedandlivelyeasytoconveypersonality

requiresconstantmonitoringandupdatinglimitedcharacters(140)

Pinterest

‘allages’platform:o equallypopularamongages18-29and30-49

morepopularinurbanareasthaninruralareasmorepopularwithwomenthanmen

greatforsharingrecipeslinktootherplatforms(website)rePinrelatedcontent

easytoupdateeasytoconveyfarmvaluesand‘wayoflife’

cannotcurrentlyselldirectlythroughplatformlimitedopportunitiesforengagementandstorytelling


ONLINE PLATFORMS AT A GLANCE (continued)

Platform Who’s my audience? How do I use this platform effectively?

What are some advantages to using

this platform?

What are some limitations to using

this platform?

Website

‘allaccess’platform:nostrongpreferencebyanyidentifiedage,gender,orgeography

useimageryandcolorstomakesitevisuallyappealingcreateauser-friendlysitethatiseasytonavigatehighlightimportantinfo

canselldirectlyfromplatformfairlystatic:updateasneeded

highlevelofinactivitymakeswebsitesineffectivepromotiontools

Blog

‘allaccess’platformslightlymorepopularwithagesunder35

tellyourstorycreatepersonable,identifiablevoice(s)

easytosharenewcontentandinformationeasytosharemultipleperspectives

timestampallowscontenttoeasilybeidentifiedas‘outdated’requirestimetoplanandcreatecontent

Adaptedfrom:http://www.meyerfoundation.org/sites/default/files/files/SWT-Platform-Comparison-090414.pdf

Engaging with the media Capitalizingonlocalmedia(newspapers,magazines,localtelevisionand/orradio)canbeanothergreatwaytoincreasevisibilityofyourfarm.Consider,though,thatwhenyourelyonanoutsidertotellyourstory,theymighthaveadifferentideathanyouabouttheimportantpiecestohighlight.Itmaybehelpfultoprepareinadvanceby:

Researchingthepublication/broadcaster.Gettoknowwhatkindofstoriestheypursueandhowtheypresentthesestoriestothepublic.Focusingonyourstrengths.Ifyouarecamerashy,thenthinkcreativelyaboutamorecomfortablemediaoutlet,suchasprintorradio.Remainingtruetoyourbrand.Thinkaboutthestoriesthatbestportraywhoyouareandwhatyourproductis–thesearethebeststoriestoshare.Findingallies.Seekoutindividualsandorganizationspositionedtohelpgetyourstoryintothepubliceye.

SECTION4:WORKSHEETAIDENTIFYING YOUR FARM’S PROMOTIONAL POTENTIAL Usethisworksheettodevelopyourfarm’sstoryandhowtoshareit.


Usethequestionsbelowtohelppinpointwhatyouwanttosharewiththepublic.

1.Whatisimportantforcustomerstoknowaboutyou,yourfarm,yourproduct,yourgrowingmethods,whereyousell,etc.?

2.Whatmakesyouandyourfarmuniqueand/orspecial?3.Whatmakesyourproductuniqueandspecial?Whyshouldsomeonebuyfromyou?Whatmakesyourproductworththeirmoney?

4.WhatstoriescanyousharethatdemonstrateyourresponsesfromBoxes1,2,&3?5.WhatimagescanyousharethatdemonstrateyourresponsesfromBoxes1,2,&3?Usethequestionsbelowtoidentifyhowyoumightbesuccessfulinsharingyourstory.AnalyzeyourresponsesusingthechartaboutONLINEPLATFORMSATAGLANCEonpages22-23.

6.Istheresomeoneinvolvedwithyourfarmwhoenjoyswritingaboutthefarmandfarmlife?

Yes No Unsure

7.Doessomeoneinvolvedwithyourfarmhavethetimeandabilitytoregularlypostfreshcontentatleastseveraltimesaweek?

Yes No Unsure

8.Doessomeoneinvolvedwithyourfarmhavethetimeandabilitytoregularlytakephotosonthefarmoratmarket?

Yes No Unsure

9.Whoisyourcustomerbaseandhowdoesthisfactorintostrategiesforpromotion?Doyouwanttoexpandyourbaseorfocusinonanichegroup?

Yes No Unsure

MarylandFarmersMarketAssociation©2017

Acknowledgements

Funding for this guide was supported by the U.S. Department of Agriculture’s(USDA) Agricultural Marketing Service through grant 16FMPPMD0049. Itscontents are solely the responsibility of the authors and do not necessarilyrepresenttheofficialviewsoftheUSDA.

Funding for this guide was provided through theRural Maryland Council MAERDAF FY 2017 grantprogram. Its contentsare solely the responsibility

oftheauthorsanddonotnecessarilyrepresenttheofficialviewsoftheRMC.

Documents

A FARMER’S GUIDE · Know your customer: Take time to understand what your customers are looking for. No two markets are the same, and you might need to adjust your messaging, display,