06: Sales
Farmers' Markets
With over 7,000 farmers’ markets across the United States, these markets offer a unique opportunity to connect directly with consumers, gather instant feedback, and build brand loyalty in ways that are difficult to achieve through traditional retail channels.
If you’re looking to find a farmers’ market near you, you can use the USDA Local Food Directory to discover the ones closest to you.
Also consider smaller neighborhood pop-up markets, holiday markets and other seasonal events that have a vendor sales component. Many cities have private Facebook groups for local vendors to share their favorite events or ask vendors at a farmers market what other events they attend.
Why Farmers' Markets?
So, why should you consider selling your product at a farmers’ market? It’s simple: the connection. Farmers’ markets let you put a face to your brand, literally. When customers walk up to your booth, they’re meeting the person behind the product. This face-to-face interaction is gold for building trust and brand loyalty.
It’s also an excellent place to test your concept and get it ready for other sales channels like ecommerce or retail shelves. You get immediate feedback from customers on taste, pricing, packaging and the benefits of the product. You also can identify who your target customer really is and tailor your sales approach to him or her more intentionally.
Here’s what makes farmers’ markets a prime sales channel:
- Direct Feedback and Market Research
- Farmers’ markets give you the chance to test out new products, flavors, or packaging with real customers. It’s like having a focus group that pays you! The immediate feedback you get is invaluable and can guide your product development before you scale up to larger retail channels.
- Higher Margins
- No middlemen here. Since you’re selling directly to consumers, you keep more of the revenue from each sale. This is crucial, especially when you’re just starting out and every dollar counts.
- Many brands will continue farmers’ markets to keep cash flowing in their business even when they are in stores and have a big online store because the cost of sales is much lower and every business needs cash to fund growth.
- Market Exposure
- Farmers’ markets are often located in high-traffic areas, making it easy for a wide range of customers to discover your product. Plus, these are customers who are specifically looking to buy local and support small businesses—exactly the type of shopper who’s likely to appreciate and become loyal to your brand.
- Targeted Customer Base
- Shoppers at farmers’ markets are typically interested in organic, natural, and locally-sourced products. If your brand aligns with these values, farmers’ markets are where you’ll find your tribe.
The Logistics of Farmers' Markets
Before you set up your booth, there are a few logistical considerations to keep in mind:
- Booth Fees and Equipment
- While selling at a farmers’ market is often more affordable than other retail channels, there are still costs involved. Booth fees can range from a nominal fee to several hundred dollars per day, depending on the location and popularity of the market. You’ll also need to invest in basic equipment like a tent, tables, and signage. If you want to stand out, consider additional items like branded tablecloths, banners, and product displays.
- Seasonality
- Depending on your location, your local farmers’ markets might operate year-round or seasonally, often from spring through fall. This means you’ll need to plan for the off-season, either by finding alternative sales channels or by offering products that can be stored and sold later.
- Look for holiday markets and other local events to help supplement off-season income.
- Regulations and Permits
- Depending on your location, you may need specific permits to sell food products at a farmers’ market. These could include health department certifications, business and tax licenses, and liability insurance. Be sure to check with the market organizers about the necessary regulations before signing up.
- Inventory Management
- Since you’re selling in person, you’ll need to manage your inventory carefully to avoid running out of stock—or worse, being left with unsold products at the end of the day. Consider starting with smaller quantities and scaling up as you get a better sense of demand.
- That said, it is better to have a little extra than sell out with an hour left of the market and nothing to sell.
- If you do have unsold product leftover, consider trading with other vendors (a very common practice), gifting it to market staff, and/or turning it into samples for the next market. This might require vacuum sealing or freezing to maintain the quality and won’t work for every product, but it’s great if you can.
- Weather Considerations
- Farmers’ markets are typically held outdoors, which means your sales day could be affected by the weather. Be prepared for rain, wind, or extreme heat by investing in proper protection for both yourself and your products.
Making the Most of Farmers' Markets
To truly succeed at farmers’ markets, it’s not enough to just show up—you need to stand out. Here are some tips:
- Create an Eye-Catching Booth
- Your booth is your storefront. Make it inviting with vibrant colors, clear signage, and well-organized displays. Consider using props that tell your brand’s story, like photos of the farm where your ingredients are sourced or a video loop showing your production process.
- Create an Eye-Catching Booth
- Pricing and Increasing Sales
- Display pricing and product visibly. Never make customers ask for the pricing (most people will walk away over asking).
- Start with a little higher price for an individual item and then encourage bundle sales (ie: buy 3 for $20 and save $5) to increase your sales total.
- There are a lot of great sales strategies that don’t have to feel sleezy or inauthentic (see resources below). Remember that people are at a farmers’ market to buy and have a great experience by engaging with the vendors. Offer Samples
- Never underestimate the power of free samples. Letting customers taste your product can be the deciding factor in whether they make a purchase. Make sure your samples are bite-sized and easy to handle, and always have plenty on hand.
- Engage with Customers
- Be friendly and approachable. Greet customers as they walk by, offer them a sample, and be ready to answer any questions they might have. The more you engage, the more likely they are to remember your brand—and come back for more.
- Collect Customer Information
- Farmers’ markets are also a great place to build your customer database. Have a sign-up sheet or tablet where customers can join your mailing list in exchange for a discount or free sample. This will allow you to keep in touch with them after the market and inform them about new products or upcoming events.
- Build Relationships with Other Vendors
- Networking isn’t just for buyers. Other vendors at the market can be valuable allies, offering advice, sharing resources, and even helping you cross-promote your products.
Want extra support getting started at farmers markets? (Sponsor)
Our go-to resource is Food Business Success® by Sari Kimbell. She has two offerings for farmers market vendors:
Farmers Market Masterclass – free course walks you through exactly what you need to know to start at a market
Farmers Market Jumpstart Program – perfect if for when you starting out and want to be sure you are legal and profitable at a market with a complete roadmap to setting up your booth
Up Level Your Sales and Hiring for Markets Courses – perfect if you want to increase your average customer sale or want to expand the number of markets and want to hire well
Also check out the Food Business Success podcast episodes 25 and 185
Final Thoughts
Farmers’ markets are more than just a place to sell your products—they’re an opportunity to build your brand, connect with your community, and get real-time feedback from your customers. Whether you’re just starting out or looking to expand your reach, farmers’ markets can be a powerful sales channel that drives growth and loyalty. With over 7,000 farmers’ markets across the country, and many other types of markets in your area, there’s no shortage of opportunities to get your product in front of the right people.