Once farmers take on a year-round, permanent stand inside a Farmer’s Market building, they are in the retail business, whether they realize it or not. This presents some unique opportunities and challenges. On the plus side, you have less work because there is no setup and teardown on every market day. You can also invest in a more attractive design to give your stand huge curb appeal, which builds your brand and establishes you as a real pro.
And here’s what the pro’s know that beginners sometimes miss. Chances are your indoor market will be open multiple days per week, even in the winter. Some of these days the market can seem like a tomb. But to have a viable market means you have to maintain your presence, even during slow periods. This can be tough if you don’t have the right mindset. You need to think of your stand as a retail storefront. All retailers have slow periods, but they don’t turn out the lights and lock the door. They stay open even when the number of daily customers can be counted on one hand. The plus side at market is that, without the crowds, you can take time to forge deeper relationships with your regular customers.
The only way to sustain and grow a Farmer’s Market is to make it a place that customers want to come to, and can rely on, regularly. And that requires a critical mass of vendors being open. Beginning farmers, especially SPIN-scale ones, who don’t have a retail mindset, come and go at market, which is why I’m always glad to welcome and mentor new ones. Because the more of us who remain open, the stronger all our businesses will be.
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