Options - Consider Selling at Farmers' Markets
 Massachusetts farmers have learned that their greatest resource is the pool of over six million nearby consumers. Population density, combined with the fact that there is less than one percent of the population involved in farming, make Massachusetts an ideal state for direct marketing. Farmers can capitalize on their
products' freshness, a quality trait often associated with nearby production
and valued by consumers.
There has been considerable
growth in the number of farmers' markets in the past twenty years. In
the seventies, there were some eight markets in Massachusetts; now there
are over ninety.
In addition to being a direct marketing opportunity for produce growers,
many markets also offer space for producers of specialty products such
as farmstead cheeses, preserves, breads, pies and other baked goods, vinegars,
fruit butters, maple syrup, honey and a variety of turkey products. Farmers'
markets showcase the commonwealth's diverse products in a convenient busy
market place with a festive open-air atmosphere. They offer consumers the
opportunity to buy directly from the producer without a middleman or broker.
- A grower whose farm is located in a
rural area and who has not established a farm stand, or is in the
process of farm stand establishment.
- Farm-stand operators whose stand is
not busy at certain times of the week.
- New or established farm stands wanting
to do outreach for their farm among city folks.
- New growers often test the market and
their product line at farmers' markets, as the initial investment
is minimal. There they can quickly and accurately assess consumer
preferences and adjust production accordingly.
- Anyone who likes to grow fruits and
vegetables, and wishes to supplement their income and who enjoys
meeting people.
- Under Massachusetts General Law Chapter
101, section 15, farmers are allowed to sell at farmers' markets
their fruits, vegetables or other farm products raised or produced
by them or their family without obtaining a hawkers' or peddlers'
license.
- In general, farmers who sell at farmers'
markets grow a full line of fruits and/or vegetables. Competition
in these markets may require that you fill a niche or seek a new
market which may present a "fresh start."
By visiting established, well
run farmers' markets, one can observe and learn what niche can be filled
in the market with particular produce or product. Products that may
fill a niche include:
- Specialty vegetables or ready-to-serve
salad mixes for the busy consumer. Providing information on how
to use a new variety or item and offering samples will increase
sales and establish a steady customer base for your product.
- Growing different varieties of sweet
and hot peppers is another niche, and they are an important ingredient
in salsa, an expanding product line.
- Remember that restaurant chefs are often
eyeing the produce at local farmers' markets, and your specialty
product can become a steady item on their restaurant tables.
- Organically grown produce is another niche market to consider. It is a rapidly growing segment of agriculture and enjoys some price advantage. To learn how to become certified as an organic grower, Contact: Northeast Organic Farming Association, Massachusetts Chapter, Inc. (NOFA), 411 Sheldon Road, Barre, MA 01005, 508-355-2853.
- "Ethnic" vegetables can also specialize your product line for neighborhood farmers' markets.
- Flowers are another option. Growing annuals and perennials can be a profitable niche. Well arranged bouquets will enhance the appearance of your display and attract impulse shopping.
- Obtain the Massachusetts Farmers' Market Manager Directory [PDF] from the Department of Agricultural Resources. Contact the market managers
to learn if there is room in a particular market for an additional grower,
and for what type of produce. The managers are knowledgeable resources.
Request the market's rules and application to learn if they correspond
with your plans.
- Visiting markets and trying them out for period of time is still the best
method to calculate if the chosen market is for you or if it has the potential
for growth with your product line. Remember, though, it takes time to build
a customer base.
Whom
to contact to help with the development and outreach for potential and
fledgling markets:
- A truck, station wagon, van, or car,
depending on the amount of produce you are planning to grow and
the specific market's rules.
- A sign with your name and the name of
your farm and location.
- Price cards large enough to state the
product and the price.
- A scale with valid seal from the Weights
and Measures Department of your town, if selling items by weight.
- Tables and/or saw horses for displays
- Bags, cash box and change
The following publications pertaining to farmers' markets are available
from the Department of Agricultural Resources:
Massachusetts Farmers' Market Manager Directory [PDF], with names of contact persons and managers, the days and hour of operations and glossary of markets listed by days of the week for the purpose of planning your marketing schedule.
Information on the Massachusetts Farmers' Market Coupon Program, established in 1986 to bolster sales for farmers, and at the same time benefit low income consumers.
Information on "Mass. Grown and Fresher" point of purchase materials such as price cards with logo.
Information on Massachusetts Generals Laws, standard rules and regulations pertaining to farmers' markets.
How to Sell at a Farmers' Market, a paper on the basic information, list of equipment, and display materials needed when starting to sell at farmers' markets.
How to Organize a Farmers' Market by Julia Freedgood. Available from the Department of Agricultural Resources.
USDA Agricultural Marketing Service, National Farmers' Market Directory; write to: AMS, P.O. Box 96456, Washington, DC 20090-6456. Phone 202-720-8317
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