Assessing Market

As your hobby farm grows from pleasure toward profit, consider the next step: a farmers market.

- HEATHER LUSK

A FARMERS MARKET can be a perfect opportunity to raise extra funds while promoting a farm or business. Yet without the right knowledge and preparation, it can also be a budget drain. Simply signing up to participate in the nearest market is rarely effective; instead, a bit of research beforehand can bring more customers to your booth meaning more cash in your pocket.

Being part of a market is a great way to access a multitude of customers at once and bring in a potential stream of weekly patrons. Before joining a market, you must consider several factors, from what to sell to how to sell it. While it can be simple to set up a roadside stand, a farmers market requires a bit more research and marketing consideration to be successful.

Farmers markets bring together a diverse group of people with a wide range of products to sell, and there’s one thing that all of them have in common: participating vendors are all passionate about their product. Thinking about the best way to share that passion with customers is a perfect start to building your business. Investing both time and money at the beginning is the best way to be successful, no matter what you might be planning to sell.

FINDING THE RIGHT LOCATION

Potential vendors may assume that the closest market is best, yet it may be more profitable to find an option a bit farther. Visit a variety of markets within the distance you're willing to drive every week. If demand is higher at a market farther away, you may be able sell more product and make up the difference spent in gas and car maintenance.

While it may be tempting to commit to markets on multiple days of the week, vendors may want to start with one market to make sure they can meet the needs of customers. It’s critical to show up every week for the entire season of the market. Otherwise, it’s too easy to lose a market base by being inconsistent.