Feb 6, 2025

Farm Market & Agritourism: In Market: Getting ready for the farmers market season

In my great-grandfather’s diary of his farming activities, you will find entries for most Saturdays that say “In market.” One can imagine what it took in the late 1800s to get ready to be “in market.” 

While it is easier to get to market today, anyone who sells at a farmers market can tell you that the preparation takes much longer. Winter is usually the time for planning the growing season. But, as we all know, growing means we also need to sell it, so winter is also a good time to prepare for our market season.

Market patrons will want to buy from vendors whose products appear clean, high quality, with clear pricing and attractive displays. You can significantly increase your market day bottom line by evaluating how you plan to sell your products at the farmers market.

Here are some things customers (and market managers) will expect to see from you:

Signage

Clean, colorful, and consistent signage is a must. Customers do not want to have to ask you the price of your produce. They are already trying to step outside their shopping routine to come to the market and purchase something. Don’t make them work any harder than they have to. Signs should have:

• Clear handwriting
• Price
• Name of the item
• What’s unique or different about it? Is it an heirloom variety? Special flavor? Hot, mild, or sweet?
• A whiteboard or chalkboard is a nice and simple way to let folks know what is in season this week or what is on special.

Canopy

Have a good quality canopy and always use it, even on good weather days. A clean canopy looks professional. It is your “store.” It also helps to keep your products clean and cool, which will go a long way in maintaining the quality people expect to find at a farmers market.

Displays

Rule number one: no products on the ground! 

No one wishes to purchase food that sits on the ground, even if it is in lugs or boxes. Set them on something. The general rule is, displays should be between knee-high and shoulder-high. 

Give some thought to how you will draw customers into your booth space. Once they are there, how do you want them to move through your booth? Say you have a ten-foot by twenty-foot space and you are selling produce. Maybe you will want to locate your register at one end so that means you will want your customers to enter from the other end so they will have to pass by every item you have to offer. 

You may want to place staple items like sweet corn, tomatoes, and potatoes at one end with more “impulse” purchase items closer to the checkout area. 

One last item: keep your displays looking full as items sell throughout the market day. If an item no longer fits in a bushel basket, make sure you have some smaller containers with you so you can transfer the remaining items to the smaller container to maintain that “full” appearance.

Tell Your Story

One of the attractions at a farmers market is you, the farmer. More and more consumers want to know where their food is coming from and the people who grow it. 

Some things to consider using to help you tell your story are:

• Framed poster board with photos of your farm.
• A logo that is on all your signage and farm signs.
• Brochures that tell your farm story.
• Copies of any good articles written about your farm.

Permits

Last but not least, ensure you have all the permits you may need to sell at the market. Depending on what items you are selling, you might be required to have a permit from the local, county, or state health department.

It is well worth taking the time now to have all these items in place so you will be ready for your market when the season begins rather than trying to get all your market items and permits together one week before the market opens. Waiting until the last minute may delay your ability to go to market if you have to wait for your permit. You will also miss a lot of sales!

“Prepared for market” was usually the Friday entry in my great-grandfather’s diary. If you take the time and do your preparation, your “in market” experience can be even more rewarding.

— Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.