1. 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

2. 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

3. The standard pitch

4. 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.

5. 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

6. 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

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

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

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

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

11. Producer options Customer options HIGHLOW HIGH Match types

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

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

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

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

16. 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

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

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

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

21. All types of market vendors

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

26. Market customers are loyal

27. Markets are #2 source for groceries

28. Relation between food purchases and shopping at markets

30. Gross annual farm revenues

31. Area cultivated (acres)

32. Area cultivated by annual revenues

33. Types of farms by primary product

34. Products sold

35. Percent of sales at farmers’ markets

36. Other marketing channels used

37. Gross revenues and number of farmers markets used

38. All resources are available on-line BC Association of Farmers’ Markets: http://www.bcfarmersmarket.org/ind/bizcase.htm

39. 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