Part I: Selling At The Market

Portrait of a Farmer 1
Getting Ready for Market 5
Do Farmersﾒ Markets Fit Into Your Marketing Plan? 5
Checking Out the Markets 9
Choosing Crops & Products for Farmersﾒ Markets 12
Business Incubator 21
The Quality Harvest 25
Preparing for Market 30
Running Your Farmersﾒ Market Business 33
Keeping Records 33
Staffing the Booth 35
Setting Prices 37
Pricing Techniques 40
Your Farmersﾒ Market Retail Storefront 43
Building the Store 43
Sales Floor 45
Logistics 47
Display 52
Vertical Displays 53
Display Fixtures 55
Merchandising 60
Appealing to the Senses 60
Abundance 64
Packaging 65
Say It With Signs 69
Sales & Promotion 76
Itﾒs a People Business 76
Improving Your Service 78
Promotion 88

Part II: Starting, Managing & Promoting The Market

Portrait of a Market 91
History of the Market 91
Becoming a Cornerstone of the Community 93
Challenges & Opportunities 96
Starting a Market 98
Why Start a Farmersﾒ Market? 98
Attracting Farmers 101
Location 106
Timing 110
Organizer & Market Manager 114
Market Sponsorship 114
Budget 121
Managing the Market 126
Day-to-Day Concerns 126
Management Issues 132
Promoting the Market 150
Market Excellence 150
Market Demographics 153
Advertising 155
Publicity 163
Special Events 173
Tastings 174
Educational Events 181
Childrenﾒs Events 182
Special Promotions 182
Fundraisers 188
Community Involvement 190

Part III: The New Farmers’ Market

Embracing the Community 196
Educating the Public About Local Agriculture and Farmersﾒ Markets 196
Social Concerns 208
Community Outreach 213
Expanding the Vision 216
Farmersﾒ Market Websites 217
Friends of the Market 221
Network of Farmersﾒ Markets 222
The Farmersﾒ Market Forum: Issues for Internal Discussion 224
The Farmersﾒ Market Forum: Issues for Public Discussion 228
New Relationships with Hope 234
Appendix I How Much Insurance Do You Need? 237
Appendix 2 An Oregon Farmersﾒ Market Study 240
Appendix 3 Customer Surveys and Public Opinion 241
Appendix 4 Are Farmersﾒ Markets Profitable? 244
Appendix 5 Benefits of Farmers Markets for Farmers, Consumers & Communities
Bibliography 250
Resources 251
Bibliography 250