Farmers Markets
A Farmers Market is “a public and recurring assembly of farmers or their representatives selling the food that they produced directly to consumers” (Farmers Market Coalition). Some markets also include other vendors, including value-added producers (jam, bread, etc.) artisans, and people that procure produce from other areas to sell at the market. People often reference the “community” aspect of farmers markets, where it is distinguishable from a place where people simply go to shop (like a grocery store). Farmers markets provide the public opportunity to have face-to-face interactions with farmers or their representatives.
Key Considerations
| Marketing Time Required | High |
| Required Product Volume | Low |
| Potential Sales Volume | Low-Medium |
| Price Per Item | High |
| Difficulty of getting into this market | Low |
| Importance of Product Quality & Shelf-Life | Medium-High |
How do I get started in Farmers Markets?
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Challenges
- Selling face-to-face: Requires good customer service skills.
- Many small transactions: If you are accepting credit/debit payments, the fees on small transactions can add up quickly.
- Market schedules: You must consider travel time, set-up time, early mornings, etc. This time commitment should be considered in your pricing of your products.
- Limited vendor space: Many markets have very limited vendor space, so it may be difficult to get into the market initially or be competitive year-to-year.
Opportunities
- No requirements for sales volume: Flexible marketing opportunities for inexperienced producers or for trying out new items.
- No standard pack/grade: Allows flexibility in the quality and methods of selling.
- Access to market information: Can see prices, demand, consumer preferences, and willingness to pay in real-time. View Kentucky Farmers Market price report data here.
- Opportunity creator: can establish a customer base with some built-in customers that are coming to the market for other vendors.
Other Resources for Farmers Markets
- CCD Farmers Market Price Reports
- Understanding Produce Marketing for Kentucky's Direct Markets
- Promotion and Advertising for Kentucky's Direct Markets
- Sampling at Farmers Markets Best Practice Guide
- Kentucky Farmers Market Toolkit
- Kentucky Double Dollars Program
- Kentucky Proud Farmers Market Directory
- Farmers Market Coalition Resource Library