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S ELLING AT A C ERTIFIED F ARMERS M ARKET S AN D IEGO C OUNTY F ARM B UREAU.

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Presentation on theme: "S ELLING AT A C ERTIFIED F ARMERS M ARKET S AN D IEGO C OUNTY F ARM B UREAU."— Presentation transcript:

1 S ELLING AT A C ERTIFIED F ARMERS M ARKET S AN D IEGO C OUNTY F ARM B UREAU

2 W HAT W E LL C OVER T ODAY San Diego Ag Profile Laws and Regulations How to Choose a Market What To Sell Market Day Procedure and Materials Market Rules Market Fees Marketing Technique Food Safety Rules and Health Dept. Regulations

3 The San Diego County Profile 12 th largest farm economy among all counties in the nation More than 200 different crops produced locally 5500 farms certified producers 8 th largest regional population in the nation Many diverse communities Virtually no market days lost to weather Residents enjoy being outdoors and are health conscious

4 The Local Opportunity 3,000,000 consumers in San Diego County 35 farmers markets 8 new markets since June in planning 18,000,000 consumers in southern California San Diego County FMs dominated by local growers L.A. and Orange County markets have many SD producers Farmers markets held in high esteem Widely publicized in newspapers and lifestyle magazines Its all about local Buyers become committed patrons

5 C ALIFORNIA L AW

6 A certified producer may sell agricultural products, which he/she has produced, at a certified farmers market. Certified Farmers Market: A location approved by the county agricultural commissioner of that county where agricultural products are sold by producers or certified producers directly to consumers.

7 C ALIFORNIA L AW Who can operate a certified farmers market? Certified producer Non-profit Local government agency

8 C ALIFORNIA L AW Non-Certified Sales Two markets operating simultaneously Pure vs. Mixed

9 F INDING A M ARKET

10 Visit the markets – become familiar Schedule Which markets fit your schedule? Rules Can you comply with the market rules? Product Mix Is there a market for something you can provide?

11 F INDING A M ARKET Travel How far are you willing to drive? Each market acts independently Market Manager The manager ultimately decides who is allowed to sell at the market. Ask about fees – markets are financed by stall fees Space Many markets have limited booth space and you could be placed on a waiting list.

12 W HAT T O S ELL ?

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14 Diversity vs. Specialization Offer a range or specialize in one or two crops?

15 W HAT T O S ELL ? What can you or do you grow? Your resources determine what you can produce. What are other people selling? Is the market full of certain crops already? Can you grow something few other people are selling?

16 M ARKET D AY

17 Booth setup Arrive by prescribed set up time. Consult with manager for space assignment. Set up and display.

18 M ARKET D AY Certified Producer List Display it. Only sell those products on your list.

19 M ARKET D AY Money Handling Have sufficient change on hand. Secure your cash. Keep the bill you are changing visible.

20 M ARKET D AY Certified Scale You must use a scale certified by Ag Weights and Measures.

21 M ARKET D AY Bags Provide take-away bags for your customers.

22 M ARKET D AY Containers To transport and display your product.

23 M ARKET D AY Signs Prices, advertising, educational. What would you want to know as a customer?

24 M ARKET D AY Display items Tape, scissors, markers, material (cardboard, paper), zip ties Business items Pens, calculator, sales record book, business cards, notepad Personal comfort 4 hour market is standard Water, chair, comfortable shoes, snack Fees Pay market fees at end of each market day.

25 M ARKET D AY Load List Fill it out accurately. Report all sales. Fees Pay market fees at the end of each day.

26 M ARKET R ULES

27 Read them carefully Time Be on time to the market. Stay for the full event, do not leave early. Booth Setup Management determines location, size and acceptability. Safety Always act in a safe and responsible manner. Comply with all safety regulations.

28 M ARKET R ULES Cleanliness Keep your space clean. Provide a trash receptacle for your customers. Behavior Unacceptable behavior can result in removal from the market. Conflicts Market rules have mediation guidelines.

29 M ARKET F EES Fees Traditionally, producers pay a set percent of their daily sales to management in cash at the end of the day. Some markets charge a flat fee. Some markets charge a combination of flat rate and/or percentage.

30 M ARKETING T ECHNIQUES

31 M ARKETING T ECHNIQUE How much produce should I bring? Bring enough for the day. Make it look full.

32 M ARKETING T ECHNIQUE Stall Make it stand out Organized, clean, colorful

33 M ARKETING T ECHNIQUE Signs Information Prices and variety Education Educate your customers and keep them coming back. Promotion Tell customers who you are. Position Dont hide the signs, above eye level is easier to see.

34 M ARKETING T ECHNIQUE Brand Yourself Customers will become loyal to you and tell their friends. Create personal relationships. Make it easy for people to find you.

35 M ARKETING T ECHNIQUE Food Assistance Dollars WIC EBT

36 G ETTING R EADY F OR M ARKET

37 Certification Stall Canopy (quality), tables, table cloths, chair, containers Signs Scale Bags Change Money Security

38 F OOD S AFETY R ULES

39 H EALTH D EPARTMENT R EGULATIONS Sampling Plastic gloves Sanitary distribution (toothpicks) Non-absorbent cutting surface Handwash station with potable water Samples kept in a covered container Samples cleaned with potable water Samples disposed of 2 hours after cutting

40 H EALTH D EPT. R EGULATIONS

41 Value Added Products Processed certified products New state regulations being written now will define what can be sold within CFM Currently a simple process Products regulated by Dept. of Ag and Dept. of Environmental Health Must comply with Health Dept. regulations

42 H EALTH D EPT. R EGULATIONS Open vs. Closed Containers Food and Agricultural Code, Section (C) All fresh fruits, nuts, and vegetables sold in closed consumer containers shall be labeled with the name, address, and ZIP code of the producer, and a declaration of identity and net quantity of the commodity in the package.

43 Q UESTIONS ?

44 C ONTACTS San Diego County Farm Bureau 1670 E. Valley Parkway, Escondido, CA (760) San Diego Dept. of Ag, Weights and Measures 5555 Overland Ave. Suite 3101, San Diego, CA Via Vera Cruz, Suite 150, San Marcos, CA (858) San Diego Dept. of Environmental Health 1255 Imperial Ave., 3 rd Floor, San Diego, CA (619)


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