Learn how to become a vendor at farmers markets with these practical tips and tricks to get you started.
Farmers markets have long been a staple of agricultural communities as a way to connect farmers with their customers, to build local economies, and to distribute high-quality goods you may not be able to find elsewhere.
For those on the small-to-medium end of things, participating in the local farmers market can make a huge impact on profit margins and connect you with people in your community. If you’re looking for a way to bring the goods you’re producing to local patrons and make your farm profitable, start getting your ducks in a row now so you can jump into farmers market season prepared and ready for success!
How to Become a Vendor at Farmers Markets
Usually in early spring, you’ll fill out an application that goes into detail about your products and what you do. Each market varies in degrees of complexity for their application process – some require a farm visit or tour to ensure you’re producing what you’re selling, and some require different levels of liability insurance. One of the larger markets near us requires a notarized application with a 2-to-3-week waiting period for approval from its board, while other markets need nothing more than a brief email about what we do and how to contact us.
Regardless of how minimal or complex the application process is, clearly define what your current offerings are and what sets your product apart. Some markets will only allow you to sell certain products, generally to avoid too much competition and repetition with existing vendors, so communicate with the market master when you’re thinking of adding new products. Some vendors have a multitude of products they offer, from pies and cheeses to quilts, flowers, and produce. Don’t worry about trying to come up with an entire store’s worth of products just for the sake of it. Start with one or two products and then grow from there.
You’ll usually have the option to sign up as a day or annual vendor. An annual vendor pays for the year upfront, generally at a greatly reduced rate with a guaranteed spot every week for the year. This can be a good chunk of money upfront, but it’ll give you consistency, a long-term plan, and a deeper commitment and relationship with the market.
A day vendor can pay as they go, since space is available throughout the year. If you miss the application deadline for a farmers market, coming in as a day vendor is often an option. Being a day vendor will give you flexibility and fewer upfront expenses, and it can be a fantastic way to get a feel for a market without a season-long commitment. You may occasionally run into weekends when there isn’t space for you as a day vendor. Be gracious and understanding when it happens, since that’s the trade-off.
It’s okay to apply to multiple markets, but don’t send in a bunch of applications for markets you don’t plan to participate in. It’s quite a bit of work to maintain a multi-market schedule throughout the season, and there’s always prep work involved on non-market days regardless of what you sell, so make sure your other operations aren’t going to be neglected if you take on multiple market days in a week.
If you’re likely to be accepted to a market you really want to be in, but you’re thinking of applying to other “backup markets,” send a quick note to the market master. Let them know you’re excited about their market and ask them to let you know if they’re oversaturated with vendors, so you can apply with other markets if need be. Usually, larger markets can’t really tell you anything until they’ve gone through all the applications, but small and medium markets are generally glad to give you a heads-up.
Work with the Market Master
Build a good relationship with the market master. They do a huge amount of work behind the scenes to orchestrate a smooth experience for everyone. Here’s a few things to be mindful of.
- Last-minute cancellations. Once in a while, something unavoidable will come up that causes a vendor to have to cancel the morning of, but never wait that late to let the market master know, unless there’s no other option. Cancellations impact the layout of vendor tents, the possibility of bringing in a waitlisted vendor for a day, and promotion during the week.
- Pay up! If you’re a day vendor, make it easy to collect payment for your space on days you’re there. Have the correct amount of money in an envelope ready to hand to them.
- Keep the marketplace shipshape. Always tidy up your space after you pack up. Generally, farmers markets are hosted on reserved or rented public space, and if any clutter or litter is left behind, it’s the market master who’s going to be stuck dealing with it.
- Communicate your needs clearly. If you have a problem or suggestion about how to improve things at a market, go directly to the market master whenever possible. Unaddressed issues can easily build molehills into mountains, and grumbling to other vendors without proactively and directly addressing something will only sour the mood of the day and possibly the season.
- Be on time. When you’re accepted to a market, you’ll have a window of time to set up your space. Get there with enough time to do so and get your vehicle out of the way. Showing up at the last minute is stressful and, if there are early bird shoppers, even dangerous if you’re trying to maneuver your vehicle around.
Planning Production
It’s hard to gauge exactly how much inventory you’ll need before you’ve gone through a few market days. Try looking on social media for photos from previous years at the same market to get a feel for how much other vendors are putting out, but take into account that every product is different. To start with, figure out how much you’d need to sell to be really happy with your sales for your first day, and bring 25 percent more than that. Once you get a feel for the market, you can set specific goals for your weekly inventory.
Produce is a bit more complicated, because it has to be grown in advance, but you can usually sell big, discounted bundles during the last hour of the market. For handcrafted and nonperishable goods, taking the winter season to produce as much inventory as possible can be a profitable use of your time.
If you’re running too low on a particular product and it’ll be some time before you have more, talk with the market master and see what an acceptable option would be. One of the markets we’re in has an 80-20 rule, meaning you have to have made 80 percent of the products in your inventory, but 20 percent of the products can have been made by another farmer or maker from within the state. Transparency is important – don’t try to pretend it’s your own produce; instead, use it as an opportunity to celebrate your fellow farmers.
Every state has different rules on what kind of home-prepared items you can sell. Some are lenient and allow you to sell all manner of candies, preserves, and baked or freeze-dried goods, while others are strict and may only allow you to sell items produced in a licensed commercial kitchen. Follow the labeling laws in your state; this step can’t be skipped.
For a boost, offer a few add-on items, such as stickers or lip balms that fit your theme. Just make sure your add-ons are profitable, relevant, and don’t create more work than they’re worth.
Essential Supplies and Helpful Assets
- Banner. A good banner should clearly communicate who you are (farm or business name), what you sell, and how to contact you (web address and social media). I also put a QR code on ours so people can scan it with their phone to send a Venmo payment without having to enter our username manually. Use a vinyl banner so it’ll hold up to the elements and can be wiped down when needed.
- Business cards. These should clearly express who you are, what you do, and how to contact you. I have a set of business cards with my personal phone number for networking and another one on my table for anyone to grab.
- Canopy. The standard size is 10 by 10 feet. Consider the design of the canopy – they all look pretty similar when set up, but some are much easier to put up on your own. Look for a straight-legged canopy, because that’ll affect the amount of space it takes up, and you’ll need to be able to fit the whole thing into a 10-by-10-foot space. I recommend a white canopy.
- Chair. Bring a comfortable chair you don’t slump too much in, such as a camp chair or director’s chair, and make sure it’s a little higher than a dining chair so your standing customers aren’t reaching down to you.
- Containers and props. A display with a lot of products is likely to sell more than a sparse one. Bins, baskets, and shelves will all work. Don’t be afraid to add little touches of seasonal decor to your display, as long as it doesn’t make people confused about what you’re selling.
- Email sign-up sheet. Keep a sheet for people to fill in their name and email address and to check a box confirming they want to be on your email list. I don’t ask for phone numbers, because a lot of people don’t like to give theirs out, and they usually won’t fill in both their email and their phone number. An email list is helpful for letting customers know where to find you during any given week, for sales and specials, and for keeping business going during the winter months.
- Folding table. I usually have one long 8-foot table at the front of my canopy, but a Z or U formation with three smaller tables can really help draw people in if you’ve got a lot of products. Try out a few test arrangements at home before your first market to get a feel for what fits your products best. Don’t be afraid to switch it up over time to see what draws people in. Just make sure your tables can fit in your vehicle.
- Helpers. A teammate can be a huge asset, but a friend who just wants to hang out can be distracting and can cost you business if you forget to engage with customers. The same goes for children. If you’re bringing kids, make sure they’re either old enough for it to be fun for them, or that you have another person to help care for them or your customers if needed.
- Lighting. If you’re doing an evening event, assume no lighting will be provided. Most spaces don’t come with an electrical hookup unless you make specific arrangements and pay extra for it. If nobody can see you or your products, they’ll assume you aren’t there. Pick lights that fit your theme.
- Payment-processing tools. Some vendors still do cash only, but you’ll definitely miss out on sales without other payment options. Many customers have Venmo: Print your Venmo QR code so people can scan it to pay you without having to enter your username manually. We use Square for debit and credit cards. By having multiple payment options, we’ve at least doubled our sales. As for cash, keep an assortment of bills on hand and know where the nearest ATM machine is located.
- Photos. Show off your farm, garden, and team! Adding photos to your display will make it more personal and help people get a better feel for what you offer.
- Self-care items. Bring the basics you’ll need to stay comfortable throughout the day: a sweatshirt, charcoal pocket warmers if mornings are chilly, a thermos, simple snacks, chapstick, and any necessary allergy or pain care. Noise-reducing earplugs can also be helpful!
- Sidewalls. Sidewalls (matching tarp walls that attach to your canopy) are a worthwhile investment. They can help manage a multitude of situations, from protecting you from the weather to creating a buffer against neighboring vendors. If you’re leaving a canopy set up overnight, make sure you’ve got sidewalls to protect whatever you’re leaving. It’s not a high-security solution, but it usually deters snoopers and keeps everything from getting damp at night.
- Tablecloths. Use a traditional tablecloth or a stretchy “event” tablecloth designed to fit specifically on folding tables: The ends stretch down to wrap around the bottom of the legs. These are handy against wind and can look nice, and they come in a wide array of colors. I use canvas drop cloths on our tables. Don’t use bed sheets.
- Tent weights. You can buy pre-made weights, or, if you’re handy, I’ve seen all kinds of DIY solutions, such as large sandbags or 5-gallon buckets filled with cement. Use heavier weights than you think you’ll need – 10 pounds per corner isn’t enough. Sometimes, even the slightest breeze will be enough to send an unweighted tent flying, which could cost you a fortune in damaged merchandise (your own and your neighbors’!).
You Can Learn to Do It
Diving into the world of farmers markets is fun, exciting, and profitable, and it can give you the opportunity to connect with a lot of other amazing people in your community. Planning ahead in your winter months will put you in a great spot to start the next season strong, whether it’s your first year or your 10th.
Erin Hamilton is the founder of The Mushroom Conservatory, nestled in the rural heart of Howell, Michigan, where she resides with her husband and creative co-pilot, Elijah, and their lively brood of children. Keep up with Erin’s latest projects, ideas, and collaborations at The Adventures Of Erin.