On July 10, farm business owners gathered at MidCity Kitchen, a food business incubator in St. Paul, to learn about selling successfully at farmers markets.
MidCity’s shared kitchen was quiet, but since today was a Wednesday, activity was buzzing outside with vendors setting up their booths for the farmers market that would open later that afternoon. We sat at round tables in MidCity’s indoor event space, which gave a sleek yet warm feel.
Our presenter, Sina War, engagement and inclusion director at Minnesota Farmers’ Market Association (MFMA), shared marketing principles and tips she acquired over the years as a farmers market manager and recently as a vendor.
Sina began selling “Sinaracha,” a Cambodian-style hot sauce she makes from her own jalapeño peppers. From experience, Sina knows that it takes a good bit of market analysis, relationship-building and advanced planning for a vendor to profit on market day.
A recipe for success
Before even applying to a market, vendors should consider which market best suits their needs, responsibilities to others and what will make their booth a success.
Market analysis
Visit several farmers markets to learn their unique characteristics and talk with the market manager to ask:
How many customers, on average, attend the market each day? Will the customer base meet your price point?
What’s the vendor mix (produce farms, cottage food and prepared food vendors)?
Will the market’s day and time fit your production schedule? Will the travel time make it worth your while?
Vendors’ responsibilities
Once a vendor chooses a market and is accepted, think about how to represent the market well. Arrive on time, be fully set up and be ready to accept payment when the first customers arrive. An unprepared booth can harm the reputation of the vendor and the market as a whole.
Vendors should also create supportive relationships with other vendors at their markets.
“Promote your friends,” Sina said by recommending others’ products if you don’t have something the customer wants. It’s about “not seeing each other as competition but seeing how you can work together to both have great sales days.”
Teamwork helps to create a stronger community feel at the market, which draws more customers for all.
Preparing For market day
Prepare well for market day to make a strong impression on customers. Create a clean, vibrant and attractive display that emphasizes the products.
Display a price list and label all products so customers can easily identify them.
Make sure your tent has the proper weights – don’t skimp here; windy days can be brutal!
Give customers samples of your product to taste/try and follow food safety rules.
Track your sales as you go to save time at the end of the day.
Supporting local food
Food licensing requirements can be a barrier for value-added producers that don’t fall into Minnesota Department of Agriculture (MDA)’s product of the farm or cottage food exemptions. Kathy Zeman, MFMA’s executive director, made a virtual appearance on Zoom to shed light on the complexities of food licensing for us.
MidCity Kitchen owner Sam West then shared with the group that he started the business incubator in 2023 to help local food businesses grow. Members can rent the MDA and MDH licensed kitchen and equipment, which includes a combi-oven, high-temp dishwasher and cold and dry storage. MidCity also offers co-working and event spaces that are ideal for chefs, caterers, launch parties, artists and entrepreneurs.
In June 2024, MidCity Kitchen, in collaboration with BrightSide Produce and MFMA, opened a farmers market in its parking lot. The market accepts and amplifies SNAP-EBT dollars, offering residents more access to fresh and local foods.
After offering much appreciation for our presenters and guides, we headed outside into the lively farmers market to experience firsthand the principles for success we had learned just moments ago.
Learn more about the Twin Cities Metro Growers Network.
Twin Cities Metro Growers Network is a collaboration between Sustainable Farming Association and University of Minnesota Extension in Hennepin County.