Selling at a Farmers Market - Sustainable Agriculture
Transcript Of Selling at a Farmers Market - Sustainable Agriculture
Selling at a Farmers Market
A Plain Language Guide from the New Entry Sustainable Farming Project
In this Guide,You Will Learn About:
Choosing a Market Applying to Sell at a Market Designing Your Market Displays
Setting Prices Making Sales Keeping Records
New Entry Sustainable Farming Project
Authored by Simca Horwitz
Reviewed by Jennifer Hashley, New Entry Sustainable Farming Project Director
Graphic Design by Zoe Harris
www.New Entry Sustainable Farming Project.org
May 2008
Boston Office: New Entry Sustainable Farming Project Agriculture, Food and Environment Program Gerald J. and Dorothy R. Friedman School of Nutrition and Science Policy Tufts University 75 Kneeland Street Boston, MA 02111 (617) 636-3793
Lowell Office: New Entry Sustainable Farming Project 155 Merrimack Street, 3rd Floor Lowell, MA 01852 (978) 654-6745
For additional information regarding this document, please email: [email protected], or call: (978) 654-6745.This document is available in electronic format or as a printed copy. The latter may be obtained by contacting New Entry Sustainable Farming Project at the above locations. Please contact New Entry for permission to use any or all of this document for educational purposes.
Production of this document was supported by the USDACSREES 2501 Program, and by USDA Risk Management Agency (RMA Partnership Agreement No. 06IE08310159).
“In accordance with Federal law and US Department of Agriculture policy, this institution is prohibited from discriminating on the basis of race, color, national origin, sex, age, or disability.To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W,Whitten Building, 1400 Independence Ave SW,Washington, DC 20250-9410. Or call (202) 720-5964. USDA is an equal opportunity employer.”
Purpose of this Guide
Who should read this guide?
This guide is written for people who have an interest in selling farm grown products at farmers market. If you are thinking about marketing your produce, it is a good idea to ask yourself a lot of questions before you plant the first seed. During the growing season, many farmers find that they are busy cultivating and harvesting their crops and they do not have time to focus on establishing new markets By planning in advance, you will be better prepared to sell your produce once the growing season is underway. This guide will help you ask the questions to find markets that are right for you and to maximize your sales. You will benefit from this guide if you: • Have been farming for a long time and want to try selling at a farmers market. • Have sold at a farmers market before, but want to increase your sales. • Have sold produce in another country and now wish to sell in the United States. It may be helpful for you to use this workbook with someone who can guide you to more farming information, such as an experienced farmer, staff member of a farm service organization, or other service provider.
What is Plain Language?
This guide is presented in a format called Plain Language. Plain Language provides clear, simple, and accessible text for readers in order to reduce misunderstandings, errors, and lack of comprehension. It also helps guide you to take action steps to practice what you learn, and gives examples of other people using the information. We present this guide in Plain Language in order to make the topic accessible to everyone.
Selling at a Farmers Market
Selling at a Farmers Market
Contents
Introduction:Why Sell at Farmers Markets..........................................................2 Steps for Success at a Farmers Market
Step #1: Choosing the Right Market.................................................................4 Step #2: Applying to Sell at a Market...............................................................5 Step #3: Signing a Market Contract..................................................................6 Step #4: Bringing the Right Equipment.............................................................7 Step #5: Designing Your Market Display...........................................................8 Step #6: Setting Prices........................................................................................10 Step #7: Making Sales at the Market...............................................................11 Accepting Farmers Market Coupons....................................................................12 One Grower’s Story.................................................................................................13 Summary: Selling at a Farmers Market.................................................................17 Appendix A: Additional Resources and Contact Information........................18 Appendix B: Sample Farmers Market Application............................................19
Selling at a Farmers Market 1
Introduction
When farmers sell directly to consumers, they earn a better price. Farmers markets are a good form of direct marketing. However, farmers markets are not right for everyone. How does selling at a farmers market fit with your business’ marketing plan? Do you have the time and resources to start selling at a farmers market? The following list of advantages and disadvantages can help you answer these questions. Advantages of Selling at Farmers Markets: • Farmers markets bring together many customers in one place. • The start-up costs are low. • The market may advertise for the farmers. • You are paid right away in cash. • You have direct contact with your customers, who will give you feedback
on your business. Disadvantages of Selling at Farmers Markets • You need a vehicle to transport your products to the market. • Farmers markets require a lot of labor time away from the farm. • There can be a lot of competition at the market. • If you do not like talking directly with customers you will not like selling at farmers
markets.
2 Selling at a Farmers Market
Key Steps to Success with Farmers Markets:
Choose the right market for your business Do your market research
Offer high-quality, unique products Use an attractive display Set fair prices
Be friendly and talk with customers
Selling at a Farmers Market 3
Step #1: Choosing the Right
market
There are over 200 farmers markets in Massachusetts! Each market is a little different. Some markets have many vendors. Other markets have only one or two farmers. Each market has a different customer base. It is important to choose the right farmers market for your business. Do your homework and you can make an informed choice. You can find out important information about a market by visiting and meeting with the Market Manager.
These questions can help you decide if a market is right for your business: • Who organizes the market and makes the rules? • Does the market attract many customers? • What kinds of people live or work near the market? • Are the days, times, and location of the market convenient for you? • How much do farmers pay to have a stand at the market? • Is insurance required? • Do you need to commit to the market for the whole season? • How many other farmers sell there? • What products do the other farmers sell? Do they sell the same
products as you? • What advantages do you have over the other farmers? Price? Variety? • Does the market advertise? 4 Selling at a Farmers Market
Step #2: Applying to a
Farmers Market
The farmers market application may ask you to provide extra information, such as: • Your crop plan • A copy of your liability insurance policy • A health permit (if you sell prepared foods)
You can look at sample applications before completing your own. See Appendix B for a sample farmers market application.
Tips for filling out an application: • Write specific names of your crops (for example, if you grow Chinese
broccoli, do not simply write “broccoli”). • Provide a list of ethnic or specialty crops if you grow them and the
application does not include these options. • Tell the market manager if you plan to sell with a group of farmers.
Liability Insurance There are risks involved in participating in a farmers market. The market manager may require that vendors carry liability insurance to cover injuries to your employees or customers or sickness caused by a product you sold. Here are some things to keep in mind about liability insurance: • Some market rules require a specific amount of insurance coverage. • Some markets require that the farmer provide a document that proves insurance
coverage for sales at the market. • A few farmers markets or farmer associations provide a group insurance policy. • Even farmers whose markets do not require insurance may want to consider
purchasing product liability insurance. • Liability policies that cover farms may not also cover risks related to their businesses
at the market. • Farmers with questions about market liability coverage should contact their
insurance agent.
Selling at a Farmers Market 5
Step #3: Signing a Market
Contract
Farmers market vendors are usually required to sign a farmers market contract. The contract explains market rules and lists your responsibilities as a vendor. When you sign the contract, you agree to follow all market rules. Rules may include: having insurance, paying fees, and cooperating with the market manager.
Insurance Many farmers markets require you to have liability insurance. Some require specific amounts of insurance. Some farmers associations, such as the Farm Bureau, provides low-cost insurance coverage for farmers. See Step Two of this Guide for more information.
Disputes Sometimes there are disagreements between vendors and the market manager or customers. The market rules explain how to address disagreements.
Penalties Many farmers market rules list penalties for breaking the rules. For example, if the vendor does not pay the market fee, the market manager may end the contract. Penalties for different violations are usually listed in the rules. Ask the market manager if you have questions about the penalties.
Local, State and Federal Laws Farmers market vendors must also obey all local, state and federal laws. The market rules may not explain all laws. However, the vendor is always responsible for following them. This includes: health permits to sell prepared foods, providing labels on prepared foods, following rules about product claims such as “organic,” having your scale certified for legal trade, and following labor laws.
6 Selling at a Farmers Market
By: lafa.pixellutions
A Plain Language Guide from the New Entry Sustainable Farming Project
In this Guide,You Will Learn About:
Choosing a Market Applying to Sell at a Market Designing Your Market Displays
Setting Prices Making Sales Keeping Records
New Entry Sustainable Farming Project
Authored by Simca Horwitz
Reviewed by Jennifer Hashley, New Entry Sustainable Farming Project Director
Graphic Design by Zoe Harris
www.New Entry Sustainable Farming Project.org
May 2008
Boston Office: New Entry Sustainable Farming Project Agriculture, Food and Environment Program Gerald J. and Dorothy R. Friedman School of Nutrition and Science Policy Tufts University 75 Kneeland Street Boston, MA 02111 (617) 636-3793
Lowell Office: New Entry Sustainable Farming Project 155 Merrimack Street, 3rd Floor Lowell, MA 01852 (978) 654-6745
For additional information regarding this document, please email: [email protected], or call: (978) 654-6745.This document is available in electronic format or as a printed copy. The latter may be obtained by contacting New Entry Sustainable Farming Project at the above locations. Please contact New Entry for permission to use any or all of this document for educational purposes.
Production of this document was supported by the USDACSREES 2501 Program, and by USDA Risk Management Agency (RMA Partnership Agreement No. 06IE08310159).
“In accordance with Federal law and US Department of Agriculture policy, this institution is prohibited from discriminating on the basis of race, color, national origin, sex, age, or disability.To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326-W,Whitten Building, 1400 Independence Ave SW,Washington, DC 20250-9410. Or call (202) 720-5964. USDA is an equal opportunity employer.”
Purpose of this Guide
Who should read this guide?
This guide is written for people who have an interest in selling farm grown products at farmers market. If you are thinking about marketing your produce, it is a good idea to ask yourself a lot of questions before you plant the first seed. During the growing season, many farmers find that they are busy cultivating and harvesting their crops and they do not have time to focus on establishing new markets By planning in advance, you will be better prepared to sell your produce once the growing season is underway. This guide will help you ask the questions to find markets that are right for you and to maximize your sales. You will benefit from this guide if you: • Have been farming for a long time and want to try selling at a farmers market. • Have sold at a farmers market before, but want to increase your sales. • Have sold produce in another country and now wish to sell in the United States. It may be helpful for you to use this workbook with someone who can guide you to more farming information, such as an experienced farmer, staff member of a farm service organization, or other service provider.
What is Plain Language?
This guide is presented in a format called Plain Language. Plain Language provides clear, simple, and accessible text for readers in order to reduce misunderstandings, errors, and lack of comprehension. It also helps guide you to take action steps to practice what you learn, and gives examples of other people using the information. We present this guide in Plain Language in order to make the topic accessible to everyone.
Selling at a Farmers Market
Selling at a Farmers Market
Contents
Introduction:Why Sell at Farmers Markets..........................................................2 Steps for Success at a Farmers Market
Step #1: Choosing the Right Market.................................................................4 Step #2: Applying to Sell at a Market...............................................................5 Step #3: Signing a Market Contract..................................................................6 Step #4: Bringing the Right Equipment.............................................................7 Step #5: Designing Your Market Display...........................................................8 Step #6: Setting Prices........................................................................................10 Step #7: Making Sales at the Market...............................................................11 Accepting Farmers Market Coupons....................................................................12 One Grower’s Story.................................................................................................13 Summary: Selling at a Farmers Market.................................................................17 Appendix A: Additional Resources and Contact Information........................18 Appendix B: Sample Farmers Market Application............................................19
Selling at a Farmers Market 1
Introduction
When farmers sell directly to consumers, they earn a better price. Farmers markets are a good form of direct marketing. However, farmers markets are not right for everyone. How does selling at a farmers market fit with your business’ marketing plan? Do you have the time and resources to start selling at a farmers market? The following list of advantages and disadvantages can help you answer these questions. Advantages of Selling at Farmers Markets: • Farmers markets bring together many customers in one place. • The start-up costs are low. • The market may advertise for the farmers. • You are paid right away in cash. • You have direct contact with your customers, who will give you feedback
on your business. Disadvantages of Selling at Farmers Markets • You need a vehicle to transport your products to the market. • Farmers markets require a lot of labor time away from the farm. • There can be a lot of competition at the market. • If you do not like talking directly with customers you will not like selling at farmers
markets.
2 Selling at a Farmers Market
Key Steps to Success with Farmers Markets:
Choose the right market for your business Do your market research
Offer high-quality, unique products Use an attractive display Set fair prices
Be friendly and talk with customers
Selling at a Farmers Market 3
Step #1: Choosing the Right
market
There are over 200 farmers markets in Massachusetts! Each market is a little different. Some markets have many vendors. Other markets have only one or two farmers. Each market has a different customer base. It is important to choose the right farmers market for your business. Do your homework and you can make an informed choice. You can find out important information about a market by visiting and meeting with the Market Manager.
These questions can help you decide if a market is right for your business: • Who organizes the market and makes the rules? • Does the market attract many customers? • What kinds of people live or work near the market? • Are the days, times, and location of the market convenient for you? • How much do farmers pay to have a stand at the market? • Is insurance required? • Do you need to commit to the market for the whole season? • How many other farmers sell there? • What products do the other farmers sell? Do they sell the same
products as you? • What advantages do you have over the other farmers? Price? Variety? • Does the market advertise? 4 Selling at a Farmers Market
Step #2: Applying to a
Farmers Market
The farmers market application may ask you to provide extra information, such as: • Your crop plan • A copy of your liability insurance policy • A health permit (if you sell prepared foods)
You can look at sample applications before completing your own. See Appendix B for a sample farmers market application.
Tips for filling out an application: • Write specific names of your crops (for example, if you grow Chinese
broccoli, do not simply write “broccoli”). • Provide a list of ethnic or specialty crops if you grow them and the
application does not include these options. • Tell the market manager if you plan to sell with a group of farmers.
Liability Insurance There are risks involved in participating in a farmers market. The market manager may require that vendors carry liability insurance to cover injuries to your employees or customers or sickness caused by a product you sold. Here are some things to keep in mind about liability insurance: • Some market rules require a specific amount of insurance coverage. • Some markets require that the farmer provide a document that proves insurance
coverage for sales at the market. • A few farmers markets or farmer associations provide a group insurance policy. • Even farmers whose markets do not require insurance may want to consider
purchasing product liability insurance. • Liability policies that cover farms may not also cover risks related to their businesses
at the market. • Farmers with questions about market liability coverage should contact their
insurance agent.
Selling at a Farmers Market 5
Step #3: Signing a Market
Contract
Farmers market vendors are usually required to sign a farmers market contract. The contract explains market rules and lists your responsibilities as a vendor. When you sign the contract, you agree to follow all market rules. Rules may include: having insurance, paying fees, and cooperating with the market manager.
Insurance Many farmers markets require you to have liability insurance. Some require specific amounts of insurance. Some farmers associations, such as the Farm Bureau, provides low-cost insurance coverage for farmers. See Step Two of this Guide for more information.
Disputes Sometimes there are disagreements between vendors and the market manager or customers. The market rules explain how to address disagreements.
Penalties Many farmers market rules list penalties for breaking the rules. For example, if the vendor does not pay the market fee, the market manager may end the contract. Penalties for different violations are usually listed in the rules. Ask the market manager if you have questions about the penalties.
Local, State and Federal Laws Farmers market vendors must also obey all local, state and federal laws. The market rules may not explain all laws. However, the vendor is always responsible for following them. This includes: health permits to sell prepared foods, providing labels on prepared foods, following rules about product claims such as “organic,” having your scale certified for legal trade, and following labor laws.
6 Selling at a Farmers Market
By: lafa.pixellutions