BENEFITS OF SELLING AT FARMERS' MARKETS
I. Farmers' Markets Should Not Be Viewed As
"Competition"
A.
Markets build awareness of local products and producers
1.
Given the choice, most prefer to buy locally - money stays in area
("multiplier effect"), instead of going to out-of-state corporation.
2.
Change buying habits - your competition isn't other farmers, it's the local
supermarket. Strength in numbers (think of auto dealers and
their "auto mile" approach).
B.
Farmer's market "image" is added to your farm's image.
1.
Fresh produce - surveys reveal customers associate markets with the freshest
produce.
2.
Best quality - people are sophisticated now; they know produce shipped in is
selected for shelf life. Cooking magazines, newspaper articles and cookbooks
now suggest farmers' markets as the source for highest quality. NHDAMF survey confirmed this,
http://nhfma.org/NHDAMF-strategic-marketing-plan-summary.pdf.
3.
Produce available at farmers' markets that are not in supermarkets.
a.
Shelf life, again - e.g. heirloom tomatoes and baby greens picked day of
market.
b. Varieties
which appeal to FM customers may not be worth carrying for supermarkets.
4.
Healthier food - customers believe produce at FM is more likely to be organic
or produced with minimal chemicals.
5.
Diversity. Products such as artisanal cheese, bread,
soap, etc. not produced by your farm will attract customers to the market who
will find their way to your booth.
6.
Ecological appeal. The strawberries bought in your market didn't require fuel
to be shipped across the
II. Marketing And Growing Your Farm: Farmers' Markets
Are Not Your Competition, They Are Your Best Marketing
A
You WILL meet new customers: "People come to farmers' markets in the mood
to talk, so they learn about what we are doing, then tell someone else" –
John Konove, natural beef farmer in MA. who first offered his beef at the local farmers' market. He
says the ability to explain his product to customers was key
to its acceptance.
B.
Markets provide new outlets for your products.
1.
Chefs and restaurant owners visit markets. Relationships between restaurants
and vendors established. (High end restaurants will pay a premium for highest
quality produce)
2.
3.
SENIORS - they love farmers markets! Meet them and invite them to your farm.
C.
Develop loyalty: People really want to meet the growers of their food, and
understand their program and problems. When you've met them and they know you,
there is an opportunity to develop loyalty to your farm and "your"
tomatoes.
D.
Tours -consider offering tours to get people to your farm. ("We’re here 3
hours a week, but our stand is open 7days")
III. Taking Maximum Advantage of Your Three Hour
Farmers' Market
A.
Meet, greet and speak with your customers. Again, get to know them and let them
know you. Remember, visiting the market is an event for many customers - talk
up what you do. Tell them what sets you apart.
B.
See the market as a new entrance to your farm. Repeat your invitation for them
to come visit - "Our new crop of heirloom tomatoes
look beautiful and will be at the stand this weekend."
C.
Have cards. Invite calls to the stand. Consider messaging on your phone listing
what's available - see message above. We have found many customers have little
idea when individual crops come in.
D.
Print a brochure. It does not have to be expensive and gives you the chance to
tell your story. Do you have a place for a picnic, or is there a great view, a
pond? Try to make a trip to your farm an event for the family. The brochure
ensures that the name of your farm is remembered. Be sure to have directions
and a map. (see our example of a very effective
brochure)
E.
Brand your farm:
1.
Have a sign at the front and inside your space.
2.
Stickers and bags with your name so customers will know where they got such
great stuff.
3.
Samples - they definitely increase sales.
4.
Recipes. Tell them how to cook that kale! Same effect as #3.
5.
Really tell your story with photos:
views of
your farm
your
family and workers
crops in
your fields
animals
harvest
pictures
your busy
farm stand
highlight
views of open space (this is a big part of your story - see below)
F.
Make the connection that support of your farm and local agriculture maintains
open space and the rural environment and heritage of
IV. Advantages to You
A.
It's extra work, but it's fun (at least most of the
time!)
1.
You meet like-minded people - new friends
2.
Markets increase sense of community
3.
Markets have music, demonstrations and a festive atmosphere.
B.
You will:
1.
Exchange ideas with other growers
2.
Receive marketing tips and ideas that can be applied to your farm
3.
See crops you may not have grown. Identify new crops - trends usually start in
farmers' markets and find their way into restaurants. (e.g.
wheat grass, oriental greens, pea shoots)
4.
Meet FM customers who go to cutting edge restaurants, travel and read food
magazines. They may alert you to new crop opportunities.
C.
Grant opportunities may be more readily available to a market or the NHFMA than
to you individually
1.
Cooperative advertising
2.
Speakers and educational meetings
3.
Banners and signs
D.
Internet
1.
A market or association website may offer more exposure than an individual farm
site (some links are for associations only)
2.
A VIRTUAL FARMERS' MARKET
a. extend
season
b.
branding NH ag products - mail order opportunity???
NH Farmers Market
Association, nhfma.org
Jack
Potter, President NHFMA (info@nhma.org)
Charlie
Burke, Vice President NHFMA (crjoburke@mac.com)
** Sponsored in part by grants from:
Stonyfield Farm and
The New Hampshire Department
of Agriculture, Markets and Food
and
administrative support from
NH Stories, Inc., (nhmade.com)