The New Farmers' Market
Farm-Fresh Ideas for Producers, Managers & Communities

Part I: Selling At The Market

Portrait of a Farmer

Getting Ready for Market

Do Farmers' Markets Fit Into Your Marketing Plan?
Checking Out the Markets
Choosing Crops & Products for Farmers' Markets
Business Incubator
The Quality Harvest
Preparing for Market

Running Your Farmers' Market Business

Keeping Records
Staffing the Booth
Setting Prices
Pricing Techniques

Your Farmers' Market Retail Storefront

Building the Store
Sales Floor
Logistics

Display

Vertical Displays
Display Fixtures

Merchandising

Appealing to the Senses
Abundance
Packaging
Say It With Signs

Sales & Promotion

It's a People Business
Improving Your Service
Promotion

Part II: Starting, Managing & Promoting The Market

Portrait of a Market

History of the Market
Becoming a Cornerstone of the Community
Challenges & Opportunities

Starting a Market

Why Start a Farmers' Market?
Attracting Farmers
Location
Timing
Organizer & Market Manager
Market Sponsorship
Budget

Managing the Market

Day-to-Day Concerns
Management Issues

Promoting the Market

Market Excellence
Market Demographics
Advertising
Publicity
Special Events
Tastings
Educational Events
Children's Events
Special Promotions
Fundraisers
Community Involvement

Part III: The New Farmers’ Market

Embracing the Community

Educating the Public About Local Agriculture and Farmers' Markets
Social Concerns
Community Outreach

Expanding the Vision

Farmers' Market Websites
Friends of the Market
Network of Farmers' Markets
The Farmers' Market Forum: Issues for Internal Discussion
The Farmers' Market Forum: Issues for Public Discussion
New Relationships with Hope

Appendix I How Much Insurance Do You Need?

Appendix An Oregon Farmers' Market Study

Appendix Customer Surveys and Public Opinion

Appendix Are Farmers' Markets Profitable?

Appendix Benefits of Farmers Markets for Farmers, Consumers & Communities

Bibliography

Resources

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