Pricing Tips for Farmers’ Market Vendors
Regional Farmers’ Market Workshop
Our Farm We live on 4 acres north of Clay Center. We have currently 3/4 acre in production. We started experimenting with High Tunnels in 2008 and built 2 in 2009. We built 3 more tunnels in 2010 with two being movable. In 2011 we replaced our smallest tunnel with a much larger model a 30 by 48 ft. In 2014, we built our largest high tunnel a 26 by 72ft. In 2017, we dismantled one of our original homemade high tunnels and built a 12 by 24 passive solar greenhouse attached to a 16 by 24 multi-use shed. We sell in Manhattan, Junction City and Clay Center Farmers Markets. We also have a 20-30 share CSA.
My Family
Product + Presentation + Producer =
SALES
Product -Know your market, know the rules and regulations -Grow what sells, this is always changing • Learn the monthly and yearly cycles. • Current trends
-Have food staples as long as possible during the year • Onions, Potatoes, Cucumbers, Zucchini, Garlic, Carrots, Tomatoes, Peppers, Sweet Corn, Lettuce and other greens
-Try to have something new every few weeks
Product Pricing • Trial and Error • Sell to a price point example $1, $3, $5, $10 • Sell for more than your cost of production. • • • • • •
$35-40/hour harvest and process Improve the production and harvesting techniques (carrot washer, weeding tools) Change the variety (lettuce) Package or display it differently ( cilantro) Increase the price (cherry tomatoes) Extend its growing season (zucchini)
• Grow what sells!
Product Pricing (continued) Don’t sell cheaper at the end of the market Don’t haggle on prices, unless for larger quantities. Have a plan for excess produce Offer incentive to buy larger quantities. • $3.00 each or 2 for $5 • $3.00 lb or 4 lbs for $10
Presentation Marketing Display Signage
Presentation
Marketing
How are you selling your farm when your market isn’t open? Keep your customers connected to your farm.
-Social Media
-Website -Signage -Business Cards Source:http://gctek.net/wp-content/uploads/2017/12/image45.jpg
Presentation • Shelter • Setup- Easy flow • Packaging • Color and Abundance • Easy to read prices
Presentation Shelter
• Quality does matter, cross braces are important • Red and blue canopies can cast a very unflattering light. Best to stick with a tan or basic white. • Think about weights to secure your tent on windy days and know when to take down your tent. • 6 foot half-fold tables better than 6 foot solid tables.
Presentation Setup –Easy Flow
• Make it easy for your customers to make their selections, pay for them, and exit your booth
Presentation -Open, by the pound -Prepack -Bundles
Presentation • Color
• Abundance • Multiple levels • Consolidate when you run out of an item, take down tables
Presentation Price Signs
Take all payment types: Cash Debit/Credit (Square) Checks EBT (Food Stamps) SFMNP
Producer • Sell yourself • Keep area clean • Always smile • Know what you grow • Recipes • Minimize sitting and phone usage • Always look busy, stay active
Producer Sell yourself -No ones wants to buy from a grumpy farmer. -Refrain from engaging in controversial topics -Don’t badmouth other vendors
Producer
• Know what you grow • • • • •
Variety Planting date How to prepare it How it tastes and how it compares to other things Hand out recipes
• Try to look busy and minimize sitting and phone usage • Be a good neighbor. If someone asks you for something you don’t grow, recommend another grower. • Always smile and say “Welcome”, “Hello” “Good Morning” “Thanks for coming out today”
Product + Presentation + Producer =
SALES Any Questions?