How to be a Farmers' Market Vendor - Open ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
How to be a Farmers’
Market Vendor
Alberta Agriculture and Forestry (AF) is committed to the long-term success of approved farmers’ markets in
Alberta. One of the ways this can be achieved is through increasing the level of skill and knowledge of the
entrepreneurs who choose to sell at farmers’ markets. The purpose of this fact sheet is to provide information to
vendors and potential vendors on selling at farmers’ markets. The information contained within is directed at both
food and non-food vendors with the word “producer” being used to describe both types of vendors.
market as well as learn from others who may
The Opportunity
have been in the business for many years.
Farmers’ markets are the most popular of the farm Price maker: Farmers’ market vendors set their
direct marketing channels – for both vendors and own price, eliminate the middleman and receive
customers alike. From a vendor viewpoint, there are immediate payment for their product sales.
several benefits to selling at an approved farmers’ Selling into retail stores means you generally are
market: selling that product to the store at a wholesale
Business incubator and testing ground: price, which will be lower than what you can
Farmers’ markets are venues where small receive at the farmers’ market. It also means
businesses can “test the waters” to see how you can sell smaller volumes in order to make
popular their products are with customers. It is a the same amount of money; something that is
place where a vendor can receive immediate attractive to small businesses.
feedback from customers on taste, quantity, Minimal start-up costs: Costs for selling at a
packaging, price, additional product ideas, farmers’ market are typically much lower when
salesmanship, etc. compared to setting up your own retail operation
Guaranteed crowd and location: Farmers’ either on-farm on in the local community.
markets tend to attract much larger crowds than
individual businesses, making your potential Seventy eight per cent (78%) of Alberta households
customer base much larger. In addition, the shop at farmers’ markets, spending on average $70
farmers’ market provides a stable location with per visit, with 84% of that spent on local food.
adequate parking and other amenities that Source: Study of Local Food Demand in Alberta,
customers demand. 2016.
Group advertising: Farmers’ markets provide
group advertising for the market as a whole, There are many reasons customers shop at farmers’
benefitting all vendors. All approved markets markets:
are listed on the AF website/phone app as a free Food: The top three products customers come
service for approved markets. to farmers’ markets to buy are vegetables, fruit
Learning opportunities: Vendors can develop and baking.
and hone entrepreneurial skills at a farmers’
©2020 Government of Alberta | Published: August 2020 |
Classification: Public Food safety: Customers are confident in the farmers’ markets” into the search field and select the
safety of the local food sold at farmers’ markets. one with the Sunnygirl logo in the icon.
Support Alberta farms and the local This app and the interactive online map found at
economy: Customers want to support local www.sunnygirl.ca contains the most up-to-date
businesses. information about the markets. Each market is
Freshness, quality and taste: In surveys, designated by a pin which when clicked on provides
customers state they are motivated to seek out a pop-up window with information about each
local food because of the freshness, quality and market as well as contact information. Sort markets
taste. by market type, day of the week, date or location.
Authenticity: Customers come to the farmers’
market because it is an authentic experience In addition, the Alberta Farmers’ Market Association
where they can meet the producer of the offers an online listing for paid vendor members.
products they are buying and learn “the story” of This site will also link to individual websites. This is
how that product was grown or made. It is the a great opportunity to help build and maintain
next best thing to actually going to the farm. clientele.
Non-food items are always unique because they
are not mass-produced. They also carry a story,
which is very appealing to potential customers. Costs to Consider
Trust: Customers want to know the person who Just like any other business venture, it is important
grew or made the food they are buying; they that you consider and track all the costs you will
want to have a better understanding of crop incur when selling at a farmers’ market. Don’t
inputs, animal welfare and ingredients used. undersell; customers understand that they are not
They want to know that the vendor’s values align buying a commodity product and are more willing to
with their own. pay the true cost of the food. The following are
Social atmosphere: Customers come to some things to consider when determining your
farmers’ markets because it is a unique product prices but is not an exhaustive list. Some
shopping experience, unlike shopping in a retail additional hints have also been included.
store. The relaxed atmosphere allows it be a
place where families and friends meet to savor
Tables:
time and enjoy all that the market has to offer. o In some markets, the vendors are required
to supply their own tables.
o If you need to purchase your own table, be
How to Find an Alberta sure to purchase one that is easy to set up
Approved Farmers’ Market and take down but which is also sturdy and
able to hold all your products without
There are over 130 Alberta approved farmers’
sagging.
markets. AF approves markets that meet the
Table cloths:
minimum standards as outlined in the Alberta
o Markets generally require that you have a
Approved Farmers’ Market Program Guidelines.
table covering.
Each market is independently operated and, as
o Be sure the covering can be easily cleaned.
such, determines its own rules and regulations, sets
A plastic covering is more easily cleaned
table fees, etc.
throughout the day if you are selling fresh
produce while a cloth covering can be
To assist with marketing the approved farmers’
laundered before each market.
markets, AF maintains a free phone
o In addition, be sure your tablecloth does not
app, available through the App Store or
detract from the product you are selling. For
Google Play. Simply type “Alberta
©2020 Government of Alberta | Published: August 2020 |
Classification: Publicexample, tablecloths with bright fruit or are heavy, be sure to provide sturdy bags
vegetable patterns may not accent your that won’t tear if filled.
fresh produce. o In most markets, you are not allowed to put
o A table cloth that extends to the floor/ground customer food purchases in your used
will cover any boxes or other items you want grocery store bags as it poses a food safety
to store under your table during the market. risk. Customers can, however, bring their
Displays: own bags and pack themselves.
o Will your products be laid flat on the table or Signage:
do you require some sort of display o Signage is important for both your booth and
equipment to make them more eye-catching your individual products. It is an extension
to potential customers? of your business and portrays the image you
o Displays can be home-made or purchased. want to leave with your customers.
o They need to look professional, adding to o Booth signage is important so customers
your overall stall atmosphere. know the business name of the vendor - and
Vehicle and travel expenses: they will find you more easily the next time
o Always consider all your vehicle expenses too! Booth signage can be outside your
such as gas, maintenance and insurance as booth or behind your booth hanging on the
well as any other travel expenses that you wall if indoors or at the back of the canopy if
incur when taking your products to the outdoors. Some markets have standard
farmers’ market. signs for all vendors or you could make or
Canopy: purchase your own.
o When selling at an outdoor market, it is o Product signage should contain at least the
critical that you have a good quality canopy name of the product and the price per unit
(tent) to protect you and your products from whether that is per bunch, per bag, by
the elements. weight or by item.
o Select a canopy that can withstand being set o If selling at an outdoor market, product signs
up and taken down frequently, that has well should be able to withstand the elements.
sewn seams for water proofing, removable o Customers are less likely to trust vendors
sidewalls to protect you from wind and rain who do not display their business name and
and which is easy to set up and take down. who don’t have product signage listing
o Canopies need to be weighted down so they prices. Less trust = less sales.
don’t blow away and hurt people or damage Table/stall rental fees:
property. Purchase weights or make your o Table fees are set by each individual market
own. Four litre milk jugs filled with sand, and vary widely across the province.
water or cement is one example. Attach Average table/stall rentals in Alberta are $22
your weights to the legs of the canopy at (2019), ranging from $5 per week to $79 per
least at all four corners. Many vendors will week.
also attach their canopies to their o Many markets have a seasonal rate or a
neighboring vendors’ canopies for additional reduced rate if a vendor pays for the entire
support. Check with the market manager as season up front.
some markets will stipulate the amount of Packaging and labelling:
weight required per leg. o Depending on the products sold, you will
Bags: require different types of packaging.
o Having something available for customer Canned products must be sealed using new,
purchases is a necessity. approved lids (two-piece snap lids is
o Will you supply plastic bags or sell cloth preferred). Containers and bags for baking
bags to your customers? If your products and all other food products must be new.
©2020 Government of Alberta | Published: August 2020 |
Classification: PublicKeep in mind that even fresh vegetables insurance can protect you in the event a
must be hauled to market in food grade customer has an adverse reaction to your
containers. product (product liability insurance) as well
o All food, cosmetic and textile products as for other events that may happen at your
require a label. Refer to the Canadian Food farmers’ market stall such as a customer
Inspection Agency Industry Labelling Tool slipping on something in front of your stall or
for federal requirements. Refer to the your canopy damaging property during a
information on selling low-risk home windstorm.
prepared foods in Alberta for additional o Markets requiring vendors to provide proof
labelling requirements. of liability insurance prior to vending is
Scales: becoming more common - 31 per cent of
o If you are selling products by weight, you markets in 2019. You may be able to get an
must use a calibrated scale. Consider additional rider placed on your home or farm
whether you will pre-weigh your items and insurance. The Alberta Farmers’ Market
package accordingly or if you will bring a Association also has a group policy
scale to the market each week. available for members.
o There are many different types of scales Costs of Production:
with different features ranging from a basic o Be sure to include the costs of seeds/plants,
scale to ones that can print a product label. input costs such as fertilizer, labour,
Choose one that will suit your needs. equipment, ingredients and power.
Staff: o The costs of becoming and maintaining
o Depending on how many markets you organic certification status should be
attend each week and how busy the markets included. Generally, customers are willing
are, you may require staff to work the to pay more for certified organic products.
markets. Some markets have restrictions on Payment options:
who can sell at a market with some markets o Think about your options – cash, debit,
requiring that the seller also be the grower. credit. Studies have shown that vendors
Check with the market manager. who accept electronic payments have higher
Power: sales.
o If you are selling products that require o There are many electronic options available
refrigeration or special lighting, you may but all come with a cost. Research the most
need power at the market. Some markets cost effective system that will meet your
charge higher fees for stalls with power. If needs and be able to operate in remote
you are at an outdoor market or a market locations.
without power available, you may need to Time:
make alternate arrangements for lighting or o Selling at a farmers’ market can be very time
to keep your food at the proper consuming – from production to harvesting
temperatures. This may involve using to packaging to transporting to selling. Don’t
coolers and ice packs or even bringing a forget to consider all of these when
small chest freezer and purchasing a determining your product price.
portable generator. An alternative to a Miscellaneous items:
generator is using an 8D-cell tractor battery o Aprons: keeps your clothes clean and can
and a power inverter. It is also considerably be used to hold cash;
quieter than a gas-powered generator. o Logo wear: t-shirts or aprons to identify your
Liability insurance: business and portray a professional image;
o It is good business practice to ensure you o Nametags: important when building the
have adequate liability insurance. This relationship with customers;
©2020 Government of Alberta | Published: August 2020 |
Classification: Publico Cash box-if you don’t use an apron. Keep customers are afraid to take product for fear of
out of sight so thieves aren’t tempted. making the whole pile come down. Create
ambiance in your stall. Invite your customers
into your stall with a u-shaped set-up.
Marketing 101 Offer samples. Taste sells! Check with the
market manager regarding health requirements
So you’ve decided to sell at the farmers’ market.
for sampling. Alberta Health Services generally
What do you need to do now? If you make it, bake it
prefer samples prepared before coming to
or grow it, you are a prime candidate to sell at an
market. Care must be taken to prevent product
Alberta approved farmers’ market. Eighty percent
contamination in transport and at the market. If
(80%) of the vendors selling at approved farmers’
you must prepare samples on site or if you wish
markets must be Albertans selling products which
to offer hot samples, you will need to work with
they, a family member or a staff member have
your public health inspector to ensure you are
made, baked or grown.
doing it according to their requirements in order
Scout out potential markets. There are over
to keep the food and the public safe.
130 approved farmers’ markets in the province
What is your image? Four C’s – Be
with about 18 of them operating year round.
Consistent, Be Credible, Be Compelling and Be
Visit a few of them to see what products are
Creative. When you are at a farmers’ market,
sold, how many vendors attend, amount of
you are part of the display. How you portray
customer traffic. Talk with the market manager
yourself is as important as what you have for
about your product and if they have space for
sale. It is important that you always look and act
you, their application process, any rules you
professionally – clean clothes, name tags,
need to know, etc. Keep in mind that the closest
business and product signage, and a big
market is not always the best market for your
welcoming smile. Always be ready to tell your
product. Be strategic and consider all the costs
story. Part of marketing yourself is making sure
and benefits prior to committing to a market.
your customers are happy. If you receive a
The phone app noted before will also show
customer complaint, make it right even if the
which markets are located close together and
customer is wrong. Remember – customers tell
operate on the same day. It may be lucrative to
3 people about a great customer experience but
piggyback trips and sell at multiple markets on a
will tell 10 people if they are dissatisfied.
given day.
Value added is in. Convenience is a driver for
Merchandising. There are many ways to
many customers. They may have limited
display your products so they attract people to
knowledge on preparation or have a limited
your stall. Use open and visible displays.
amount of time to spend making meals or
Create multiple levels when possible. Prime
lunches so they come to farmers’ markets to
visual real estate is from the belt buckle to 6
seek out unique value added products. You see
inches above the sight line or at the 4 – 6 foot
everything from jams and jellies to chutneys to
level. Maximize the space you have where the
bagged salads to sauces to dry mixes. This is
eye focuses. Place your higher return products
great for business and also gives some
in this sight area. Place your lower sale
producers an outlet for their excess fresh
products from the belt to the knee. Don’t put
product as it can be further processed and sold.
any products below knee level- that is storage in
Keep in mind that Alberta approved farmers’
the customers’ eyes and they don’t want to have
markets are the only venue in Alberta where
to squat down to get their products. Maximize
both low and high-risk food products can be
color and texture and use different display
produced in home kitchens. Check with your
equipment to set off your products. Keep your
local public health inspector regarding the food
displays full but don’t make them so perfect that
©2020 Government of Alberta | Published: August 2020 |
Classification: Publicproduct you want to produce to ensure you are Alberta Agriculture and Forestry publications:
meeting all the requirements. AF has many publications, both free of charge
and priced, available on a variety of topics from
production to marketing. Phone 1-800-292-5697
Know the Regulations (toll-free in Canada) or 780-427-0391 (Monday
to Friday, 8:15 am to 4:30 pm, Mountain time).
There are many pieces of provincial and federal
legislation and related regulations which impact Alberta Health Services has developed a fact
sheet for Alberta approved farmers’ market
farmers’ market production and sales, particularly
managers and vendors.
with respect to food, cosmetics and textiles. It is the
responsibility of each farm direct marketer to Alberta Farmers’ Market Association (AFMA):
AFMA is a voluntary membership, non-profit
research and ensure full compliance with all
organization that provides direction and support
legislation. Sometimes the requirements are
to member markets, vendors, managers, boards
different depending on the venue you want to sell at,
and sponsors through advocacy, education,
i.e. approved farmers’ market vs public market/on-
promotion and innovation. To become a
farm store. A good starting point is a series of six
member, download a membership form at:
publications from Alberta Agriculture and Forestry
www.albertafarmersmarket.com or call 780-265-
called Farm Direct Marketing: Know the
2362 for more information.
Regulations. They are available online at:
https://www.alberta.ca/resources-for-local-food- Alberta Farm Fresh Producers Association
producers.aspx under the Farm direct marketing (AFFPA): AFFPA is a voluntary membership,
heading. non-profit organization dedicated to supporting
the production of farm direct marketed vegetable
Food vendors at Alberta approved farmers’ markets crops, berry and fruit crops, bedding plants,
are required to complete food safety training. The perennials, herbs, flowers, meats, poultry, eggs
minimum requirement as noted in the Program and other specialty items in Alberta. To become
Guidelines: Vendors selling food and/or agricultural a member, download a membership form at:
products who have not already completed an www.albertafarmfresh.com or call 403-964-3276
approved Alberta food sanitation and hygiene for more information.
training program or who are not required to complete Alberta Craft Council (ACC): ACC is a non-
the food safety training described under Section 31 profit, non-governmental, member organization
of the Food Regulation must complete Food Safety dedicated to supporting, developing and
Basics for Farmers’ Markets available through promoting fine craft in Alberta. To become a
Alberta Health Services. Compulsory within one member, download a membership form at:
year of becoming a new vendor and renewable www.albertacraft.ab.ca or call 780-488-6611.
every three years.
Other Resources
Alberta Approved Farmers’ Market Program: AF
manages the Alberta Approved Farmers’ Market
Program. Information about the Program and
resources are available at www.sunnygirl.ca or
by calling Eileen Kotowich at 780-853-8223 (dial
310-0000 first for toll free access) or email
eileen.kotowich@gov.ab.ca.
©2020 Government of Alberta | Published: August 2020 |
Classification: PublicYou can also read
