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Options for Massachusetts FarmersFarmstand Essentials and Design ConsiderationsA great deal of planning and consideration is involved when planning the design and construction of a new roadside farmstand. Critical analysis and evaluation of certain factors are vital for a successful stand to be established, maintained, and eventually grow into a larger operation. First, some basic site and market issues which should be considered by anyone planning a farmstand. Proximity to a sizable population: Most successful markets are constructed near a sizable population base. Additional attractions at the stand such as pick-your-own operations may increase the radius from which a stand draws a customer base.Visibility and accessibility: A market located on a frequently travelled road in a highly visible location has a tremendous marketing advantage. A variety of crops planted near the stand, rather than a small plot also provides customers a visual attraction to the market. Signage: A highly visible, well designed sign is critical to the image a roadside farmstand projects to potential customers. An attractive, well worded sign is one of the most important tools a roadside stand can employ to attract new and repeat customers. Market design and layout: While many farmstand operations begin as temporary structures or tents, a permanent structure is desirable to provide shoppers with an appealing shopping environment. A market layout should first be created, and then an appropriate structure can then be designed to enclose it.Space for market expansion: Savvy roadside stand marketers design their stands with future expansion in mind. Allowing for expansion in several directions is a smart idea, as outdoor display and parking areas will grow as the market increases in size. Access to utilities: Adequate electricity, water, and telephone lines are essential to the growth and success of a roadside farmstand. While utilities may not seem critical when initially opening a small stand, they are absolutely necessary for any future growth of the market. Zoning and building ordinances: M.G.L. CH 40A section 3 allows farmers with a minimum of 5 acres of farmland in production during the growing season to construct a roadside farmstand on their property regardless of town zoning. The majority of items sold at the stand must be raised on the property during the months of June, July, August, and September. Farmers who own less than 5 acres of farmland, or are not zoned for retail, must work with their local town government if they with to establish a roadside farmstand. Parking considerations: Adequate, safe parking must be provided to attract customers and ensure they return to shop again. A well designed parking area with clearly marked spaces, exits and entrances will encourage repeat sales, while providing a safe, orderly parking area for the stand. Safety considerations: Well marked entrances and exits, non-skid floors, spacious, non-cluttered shopping areas, and child safe sales and display facilities are all important issues concerning customer safety and owner liability at a roadside farmstand. Precautions to improve the quality and safety of the stand will protect the property owner from unnecessary accidents and legal problems. Market lighting and security : Adequate interior and exterior lighting provides customers a suitable shopping environment regardless of the weather or time of day. Good lighting also improves customer safety and market security. Market security: The ability to adequately secure a market after hours discourages theft and vandalism, while protecting the interior and contents of the stand from the elements. A well secured stand also allows semi-valuable items including scales, cash registers, and other equipment to be safely stored overnight in the stand. Sales and display areas: A well planned sales area exposes customers to as many products as possible during the time they enter the stand, make their purchase, and exit. Sales areas should be spacious enough to provide convenient customer access, and are well organized in placement of suitable products. Suitable storage areas allow for quick, convenient restocking of product. Storage areas should not be directly visible from the sales area, but should provide for some type of direct access to the sales area, and include an exit to the exterior of the stand. Preparation area: A spacious, well-lit preparation area assists in the sorting and inspection of products which are put on display in the stand. Wide counters or workbenches are excellent for preparation areas, which often can be part of the same space as a storage area. ReferencesMarketing materials are also available from the marketing staff at the Department of Food and Agriculture at (617) 626-1759. A Guide to Successful Direct Marketing, by Charles R. Hall and Jeff L. Johnson, Texas Agricultural Extension Service Sell What You Sow! The Grower's Guide to Successful Produce Marketing, by Eric Gibson. Available from New World Publsihing, (916) 944-7932, $22.50 Backyard Market Gardening: The Entrepeneur's Guide to Selling What You Grow, by Andy Lee. Available from New World Publishing, (916) 994-7932 $24.95. Barry Ballister's Fruit and Vegetable Stand, by Barry Ballister. Available from New World Publshing, (916) 994-7932, $15.95. Deliver Quality,by Jean Aylsworth, American Vegetable Grower, June 1992. Developing a Marketing Plan for Fresh Produce, by C. Moulton and L. Burt, PNW 241, Pacific Northwest Extension Publication. Do Your Own Market Research, by Judy Green and Nancy Grudens Schuck. USDA Yearbook of Agriculture, 1988. Farms of Tommorow,by Trauger Groh and Steve McFadden. Available from New World Publshing, From Kitchen to Market: Selling Your Gourmet Food Specialty, by Stephen How to Advertise and Promote Your Retail Store, by Dana Cassell. Available from New World Publishing, (916) 994-7932, $9.95. Managing for Success: A Manual for Roadside Markets, by James Beirlein and Cathleen Connell, Penn State University. Marketing Fresh Fruits and Vegetables, by Brian How. Van Nostrand Reinhold Publishing Co. Talk is Cheap: Promoting Your Business Through Word of Mouth Advertising, by Godfrey Harris with Gregery J. Harris. Available from New World Publishing, (916) 994-7932, $9.95. Tips for Retail Farm Market Salespersons, Cooperative Extension Service, Cook College-Rutgers, New Jersey. |
Related Links:Law regarding zoning of farmstands Law regarding Pick-Your-Own |
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