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Farmers markets are certainly nothing new. However, they have changed through the years and have become an exciting and fast-growing trend within America’s food system. They promote healthy lifestyles, offer a venue for personal interactions between consumers and producers, serve as incubators for thousands of new businesses every year, and help create a robust local economy and a more vibrant community. According to the USDA Agricultural Marketing Service, they continue to grow in number, sales volume, and length of season annually. As of mid-2010 data, there were 6,132 farmers markets operating throughout the U.S., representing a 16 percent annual increase.

For many farmers market vendors, marketing and selling their products are the most challenging parts of this direct marketing enterprise.

Design and layout of your booth is one of the most important aspects of a successful market. Basic starting points in merchandising include such matters as displaying your products out of direct sunlight, incorporating the use of ice or coolers to ensure freshness of products, providing exceptional quality, and using appropriate containers and sizes to fit consumer needs. Beyond these basics, the way your merchandise is presented often means the difference between strong and weak sales. You are striving for differentiation. Your booth must look different from others and present a compelling reason for people to stop and shop.

A well-designed booth fosters customer interaction with products that are for sale. Items most in demand should be located in the back of your stall so that customers must pass through your space to find these items. Allow customers access to the interior of your booth so that they can get at those items. Inexpensive items can be located strategically among them to excite the consumer. Use unusual table sizes, display racks, and tablecloths to draw attention. Use clearly visible and colorful signage to identify items, prices, and other information.

One of the main reasons people come to a farmers market is for the one-on-one contact between a customer and vendor. Learning good selling techniques can help you establish customer relationships which lead to more sales. Engage your customers in conversation and educate them on your products and how they are grown. Provide fact sheets and recipes to instruct customers about how to cook and use your items.

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Choosing to participate as a vendor in a farmers market is a decision which requires much thought and planning in order to insure a positive result on market day. The team at the TVCC BizCenter can help you identify your personal motives for participating in a farmers market, define your priorities for this venture, and set the direction that best suits your needs. Call Deb at (541) 881-5762 to schedule your personalized farmers market business advisory appointment.