Selling at BC’s Farmers' Markets A Resource for New Farmer Vendors BCAFM Conference March 12, 2011 Richmond, BC With assistance from: David J. Connell, University of Northern British Columbia Chris Hergesheimer, Consultant

Why sell at a farmers’ market: The demand for farmer vendors Substantial, continual growth of markets 70 of 74 BC farmers’ markets are looking for more farmer vendors –Some niche markets –Some general producers –Some specific meats

The standard pitch

The bottom line… Farmers’ markets offer producers a consistent, low cost, low risk and viable method to market, display, and distribute BC farm products directly to customers. The bottom line… Farmers’ markets offer producers a consistent, low cost, low risk and viable method to market, display, and distribute BC farm products directly to customers.

Why sell at a farmers’ market: The standard pitch Financial Higher profit margins Greater control to get retail prices Different source of revenue Minimal start up costs Cash flow: instant cash on hand

Why sell at a farmers’ market: The standard pitch Marketing Cheap way to promote your products Targeted demographic: consumers looking for local, fresh products Go direct – cut out the ‘middle man’ Instant customer feedback

Why sell at a farmers’ market: The standard pitch Geography Easy access to customers Alternative to farm gate sales

Why sell at a farmers’ market: The standard pitch Ideology Social, economic, environmental, and educational benefits to the community

What is the CORE BUSINESS of farmers’ markets? What is the CORE BUSINESS of farmers’ markets?

Why sell at a farmers’ market: Making ‘the match’ FarmerMarketCustomers

Producer options Customer options HIGHLOW HIGH Match types

Urban Suburban Rural City Neighbourhood Producer options Customer options HIGHLOW HIGH Match types

In what INDUSTRY do farmers’ markets compete? In what INDUSTRY do farmers’ markets compete?

Volume Price LOWHIGH LOW Food retail Farmers markets Shoppers Wholesale Save-On WalMart Convenience stores

Volume Price LOWHIGH LOW Food retail Farmers markets Save-On WalMart Convenience stores

Social experience Relation with farmer LOWHIGH PERSONAL IMPERSONAL Food retail CSA Shoppers Wholesale Save-On WalMart Corner store Farmers markets U-Pick Farmgate Farm Direct

Why should YOU sell at THAT farmers’ market? Why should YOU sell at THAT farmers’ market?

What are your priorities as a farmer? As a farm business? Money Marketing Mobility Morality (ideology)

Business case resources: ‘Assess your match’ Farmers’ markets Market customers All vendors By product sold –Vegetables –Fruit –Fruit & veg –Meat

All types of market vendors

Urban Suburban Town City Neighbourhood Producer options Customer options HIGHLOW HIGH Farmers’ markets

Market customers are loyal

Markets are #2 source for groceries

Relation between food purchases and shopping at markets

Gross annual farm revenues

Area cultivated (acres)

Area cultivated by annual revenues

Types of farms by primary product

Products sold

Percent of sales at farmers’ markets

Other marketing channels used

Gross revenues and number of farmers markets used

All resources are available on-line BC Association of Farmers’ Markets:

Acknowledgements on behalf of BCAFM Investment Agriculture Foundation Donna Anaka, Ministry of Agriculture All farmers, vendors, and market managers who shared their knowledge and time