Courtesy of Wally S., Wally’s Urban Market Garden, Saskatoon, SK
This time of year we hear from two kinds of farmers – those who are new, and those who are making new plans. Here is a good question from a new farmer, starting out with 80 rural acres in northern Michigan. Â “Because of your guides, we’re looking to put only a small section into production. Probably more than half an acre, because we have eight people to put to work. ;-).
The markets are definitely the question. We’re considering all of the options mentioned in the SPIN materials (CSA, farmer’s markets, restaurants, businesses), as well as a friend’s small produce/flower stand in town.
We have 6 small farmer’s markets nearby (+/- 25 miles), and a very large one about 75 miles away (they say they get 11,000 people per week, over four days). However, marketing is currently the big hole in our plan. We’ve got a decent amount of experience gardening, and have been studying production for a long time, so we’re not very scared of growing marketable product. However, we’re very worried about showing up at our first market with a beautiful stand, piles of shining produce, and still having it all sitting there at the end of the day.”
Here’s my advice for those who are pursuing the farm dream but are having nightmares about their first market.
Stick with the basics
You can evaluate markets based on the amount of traffic they get and proximity to your operation. But don’t forget to analyze actual sales activity.  Look  to see what produce items are most sought after at market, and go with those. Niche marketing is more for experienced growers, once you have created a ” base ” with more common produce. For beginners, I’d stick with spinach, lettuce, salad mix, scallion, onion, garlic, green garlic, carrots, rainbow carrots, potatoes, beans, peas, tomatoes.
Get creative with pricing
Unsold produce is always a concern, even for experienced farmers. So think about how you can move more produce. One way is the SPIN-Farming practice of pre-unitizing into bags/bunches because having loose produce that you weigh out at market makes your product move slower, causing backups at your stand, and lost business. So don’t take a scale to market. Pre-unitize. I often say that my competition is not other farmers at market. It is the supermarket. People place value on the convenience of being able to grab and go.
You can also take a tip from the big guys on pricing. Selling at a single price tier will make it more likely you will sell your produce. Right now, at our Wednesday/Sunday markets I am selling produce $3.00Â or 2 for $5.00. Then I say I have a Sunday or Wednesday special where you can have any 5 items for $10.00. So on those days I am making a lot of $10 sales. So this is a two tiered system and having 5 for $10 makes it look like you are getting a deal. And it works.
Leave the laptop home
You also need to engage customers by explaining what your pricing is, and then talk a bit about the produce. Your enthusiasm will be contagious. People aren’t just buying vegetables. They are buying your farming practices and positive outlook. And while it’s great that farmers have entered the 21st century, don’t bring your lap top/tablet to market because it will distract you from your customers. They shop at farmer’s markets as a respite from technology, so the last thing they want to see is a wired farmer.
