RESOURCE LIBRARY
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Category: Farm Business and Marketing
An Evaluation of Consumer Segments for Farmers’ Market Consumers in Indiana and Illinois
Report detailing research done in Spring 2005 and Fall 2009 to explore differences based on psychographic and behavioral characteristics of farmers’ market consumers. Data analysis showed that four clusters were formed: Recreational (42%), Minimalists (27%), Enthusiasts (23%) and Time-challenged (8%). Each cluster had a unique set of preferences based on farmers’ market attributes ranging from overall convenience of the shopping trip to the presence of nearby stores. Differences in consumer segments suggest that farmers’ market managers can develop specific marketing messages toward each segment.
Starting a Value Added Food Business
A guidebook from the New Entry Sustainable Farming Project that walks you through the entire process of making value-added products and selling them at market. The guide begins with steps on how to register your business, then how to safely prepare and pickle foods, and concludes with selling value-added products at markets.
Marketing Tips for Farmers
Five basic tips offered by the New Mexico Farmers’ Marketing Association that all vendors can follow to boost sales.
Selling Strategies for Local Food Producers
How you present yourself and interact with customers can have a big impact on market sales. This guide provides advice on how vendors can present themselves, their products, and engage the customer to boost sales, with some great tips on nonverbal communication.
Plain Language Guide to Selling at Farmers Markets
This document provides information for new farmers on how to choose a farmers market, sell at a farmers market, design a market stand, set prices, and sell products. The discussion of the concepts in the document is relatively basic but because the document uses “plain language” it should be more accessible to an audience that has difficulty reading English.
Tips for First Fime Vendors at the Portland Farmers Market
This excerpt from the Portland Farmers Market vendor policy guidebook includes some good tips for producers new to farmers makets, and may serve as a good template for other markets to offer guidance to new vendors.
Getting Started with Farmers Markets
This guide walks a producer through the through process of beginning to sell at farmers markets, showing how other farmers have worked to make their farms profitable by selling some or all of their products at markets. Producers can learn from their experiences about setting prices or choosing marketing strategy to decide whether markets are right for them.
Selling the Whole Truckload
A quick guide developed by Gail Hayden of California Farmers’ Market Association for farmers to market their products which includes strategies to increase sales, stall merchandising, and the basics of customer service.
Pricing Product Worksheet
This five page worksheet from the University of Florida walks producers through a pricing exercise, with steps on recordkeeping and calculating costs for annual and perennial crops.
Vendor Evaluation Form
A sample form used by the Farmers’ Market Federation of New York to evaluate their vendors on market day in terms of topics such as image, display, product, pricing, and customer service.
