Organic Farmer Network: Network Discussion Summary

Topic: Farmers' Market

Late March / early April many farmer’s markets were opening. The wet weather was hurting many. This is what the producers in the network were reporting:

Ken: “Our Farmers Market opened last Saturday, to good crowds, warm sun and great press coverage. I had a few bunches of turnips, box of lettuce, salad mix, arugula and tulips form the hoop house and sales were fast til poduct was gone, then settled down to slower sales of plants - lettuce (which I sell in a 12 pak 96 size with 3 varieties per pak, very popular), spinach, brassicas, oregano. … A stumbling block I keep running into is how to deal with the [organic] question that often comes up at market, usually when I am swamped and waiting on 6 customers at once, " Do you spray your crops, do you use pesticides." Well, if you have ever used soap or Bt or rotenone or copper, you use pesticides and that is hard to explain in a 3 syllable answer. It is a lot easier to point to the organic certification sign. If I am not busy I give a short course in some of the spray materials organic farmers sometimes use, but I have had a woman walk off in a huff, who had asked, "do you spray," and when I started explaining foliar feeding of fish emulsion, she said, "so you do spray!" and off she went. I think organic certification is a necessary evil for main stream (imagine that -using mainstream to describe organic food marketing, who'd a ever thunk?) distribution, but for us local marketing folks, it is very questionable and we each have to decide.”

Ellen: “Kinda a slow starting spring. Went to market on Saturday, made only $180 selling bedding plants, today’s sunny Easter day market made $420.”

Paul and Alison: “Our market opened last week (the 12th), but we opted not to go. Yesterday, we had a glorious day, and held a workshop on growing and cooking with culinary herbs. We had 34 signed up, but a few didn't show. We talked about herbs, fed them several dishes using them, and sold over $500 worth of plants - all without leaving the farm. The people loved coming "out to the country" on such a nice day, paid for the privilege and bought lots of plants. The question of the day was when we'd hold another workshop on the farm. We sure made more money than we would at the market this early, but we're just not sure we want "customers" here that often…”

Ellen responds: “I have fairly strong feelings about being open to the public - it makes me crazy!! My farm is big and spread out and generally not user friendly and I like not having to stop work to chat up a wandering person. Partly I can afford to be this way because our city farm is open to the public, especially when the roadside stand is open. But it is much smaller and gardeny, and they're used to people wandering around, visiting the henhouse etc. It certainly is something you need to make sure you're emotionally prepared for and have some insurance for - people do like to twist their ankles etc when visiting farms....we've never had a claim, but it sure seems possible.”

Mark’s first market report: “…our first 3 weekend markets have been very well attended and profitable (hoophouse salad mix, tulips, greenhouse stocks, container ornamentals and bamboos).”

Nicolas: “Our farmers market opened and I am happy with the results. I grew quiet a few plants and herbs for the market and they are selling well (between $2-3.5 per pot. -- tomatoes, peppers, eggplant and leeks) I use Jiffy pots( made out of lime and peat moss) -- no waste.”

Ken reports at the end of April: “A bright note is how good the Market has been. The Carrboro Saturday Market has been open 5 weeks now, and crowds very good, though off this past week as it was cold and cloudy. I was in Fla, so my associates were there, needless to say, plant sales were down from the week before. I find it takes a lot of knowledgable talk to sell a lot of plants. I give a plenty of free cultural advice with the plants I sell. Our plant sales increase yearly. I love it when people come back and say, ‘I bought my plants from you last year and they did really well, we're back for more.’ We are selling hoophouse flowers and veggies in limited quantity, over- wintered spinach, the beginnings of field produce, and bedding plants. Plant sales bring in the most money in the first 6-7 weeks of market. Opening day March 19, we did $395, the following week $695, and for the 3 Saturdays in April we have averaged $1200 per market, nearly all due to indoor grow space… Strawberries are a mighty popular item at market, even though our market is overwhelmed with conventional berries, we can sell about 30 flats of pints on a good Saturday. We have the only certified organic berries there.”

Ellen reports at the same time: “Another rainy Saturday, and I sent a worker to do market for me. A measly $350 on plant sales.”

And Nicolas then: “Sales at market are good. Down to $750 from $1100 last week. There were fewer plant sales.”

By early May, Cathy is reporting: “We finally seem to be getting enough product (both veggies and flowers) to have successful markets the last couple of weeks. The best news is that we finally have some good cash flow…Mother's Day weekend is always a big one for us at the farmers' market. We were blessed with beautiful weather, a little hot, but no rain, so the crowds were fantastic. Seems like every one there had an event or person they needed flowers for. I can't remember leaving the stand the entire morning (7-noon). We get to market with a lot of flowers bunched or arranged and then I set up shop to crank out more. Michael handles the ‘store’, bagging greens, keeping baskets filled with product, and taking in the money. Meanwhile I am making bouquets, encouraging others to make their own, and general selling of the floral stuff. It was an intense Saturday.”

Mid-May Mark reports: “our markets are going very well so far. We're going to three markets a week with peonies, sweet williams, bachelor buttons, lilies from the greenhouse and hoophouse, larkspur just starting, dynamite greenhouse snaps just finishing. The only veggies we're taking to market is salad mix, and that will be about all until blueberries hit in about three weeks…. We've done better every year with plant sales to kick off the markets in addition to our flower sales…”

Pricing at Market: The Wiedigers say “Herbs are pretty hot right now, and we have a fair amount of competition at the market with them - selling for $1.25 to $1.50 - any type. I had a professor (who has a booth) from our local university tell me last week that the industry standard was to sell all herbs at the same price. I told him that the cuttings we had to purchase cost us a lot more than the ones we seed, so had to have a higher price - good business. He mumbled, and left. Oh well - bucking tradition again! We have our herbs priced higher than the others, but still sell the most herbs by far. We go with about 30 flats of herbs - lots of selection - and we can talk to customers about how to cook with them, which makes a difference. We have literally no competition with the other items - but there are at least 10 vendors selling typical bedding plants - too much competition and too low a profit margin for us. Ours is a very price oriented market, and we can't see selling a lot at a loss - although it's a tough concept to get across to most of the vendors. They focus on sales, not profit.

In June the Wiedigers have “a Farmer’s Market moment”: “We had our best sales day (so far) at market last Saturday. We actually had a sunny day (the first) and the crowds were pretty good. What was most fun (although not a lot of money) were the garlic scapes. We only grow garlic for ourselves, and on Friday, I had cut off the scapes (about 2 weeks later than optimum). We decided to take them to market and priced them by the ounce. We had to do a LOT of educating, but many people were brave enough to buy a few. Then, an oriental couple stopped by and she went into raptures over them. She's never been able to find them in Bowling Green - bought almost all that was left an told everyone in the booth all the wonderful ways to cook them. Moments like that are what make Farmers' Market so special!”

Nicolas has to deal with organic certification at market. He sells at an organic farmer’s market that required certification. In addition to the USDA certification, they have to register with the Georgia Dept of Agriculture. Nicolas says, “That registration consist of sending a copy of my entire certification and also accurate numbers for what was grown on how much acreage and gross sales. End of May was the deadline and the farmers who did not register actually got their produce pulled from market until all paper work was in order. Three state officials came at our co-op and put stop sale signs on about $1000.00 worth of produce. I got all my papers in but they were not satisfied with produce grown and sold. They said since it was the first year they will let it go but for next year the information has to be accurate. Just some more reason not to go thru certification but unfortunately organic certification is required at my farmers market and the co-op.”

Alvin tells his market story: “Thought you might get a laugh out of this. This past Sat. 19 Jul was the second Sat. that we sold any of our product away from the farm. We were at the Agri-Center's Farmers Market, which is located in the more affluent part of Shelby County [TN]. A customer's wife was buying some of our blueberries, which was marked organic. I was informed by her husband that he was a chemist and implied that I did not know what organic really was. At which time I informed him that I had training in both chemical and biological warfare. Upon hearing this he lost interest and left the area, leaving his wife to complete the purchases. A small indication of what some people think of farmers and the assumptions they make.”

In late July Nicolas reports: “The farm and markets are doing well…My tomatoes are finally starting to come in and that translates into good days at the market. This weekend is was just over $2200.”

At the same time, Ken reports: “We do 4 plantings [of tomatoes], and so, while some of our market folk are about done with tomatoes, due to rapid advancement of early blight (which is hitting our early ones hard, too) we are just getting started. Our second planting already has some blight, but are stronger plants than the first ever were. We are selling them at 3 markets, 2 stores and a couple restaurants. At Carrboro, our main Saturday market, the various heirlooms are our best sellers. At $2.50 a pound, they are outselling the reds at $2.00. Our store tomatoes are mostly red slicers. I am growing only Red Sun in that category this year, replacing my long time standby, Celebrity. We sell Sungolds everywhere we sell tomatoes. The numbers are limited as our market is flooded with them…

Market sales the last 3 weeks have been increasing and very good. We set all time sales records at both Saturday markets last week. A much needed cash and morale boost, as late June, early July sales were the lowest in years - due primarily to a late tomato crop and poor flower sales. Our market is way over supplied with flowers. Too many of us have tried to cash in on a good thing. It is quite the flower show, but a lot are going home unsold.”

Performance art makes market sales for Cathy: “I really believe in performance art at the farmers' market - yesterday was a good point in that. I didn't make a whole lot of flower bouquets Friday night, so I spent almost the whole market making bouquets for the display racks. We came home with only one bucket of misc. stuff and over twelve empty buckets! Obviously the activity attracts folks to the stand. I try to encourage folks to make their own bouquets and they are more likely to try if I am doing the same…

Yesterday's market was real good, but our totals were below $1000 for the first time since we started taking potatoes in mid June. We only had 1/2 bushels of two types of taters left and they just don't create the visual interest that we had when we were offering 5 - 6 varieties. It is definitely time to take a vacation. The only problem is that we have one more Saturday before we leave. We started harvesting peppers and they look really good but like Michael said years ago ‘peppers don't weigh as much as potatoes!’”

Nicolas provides supplier of his market table:
J& R Merchandise
8904 Bellehaven Ave. NE Albuquerque,
N.M. 87112 575-298-8003

Cathy provides website for resource: Market Farming newsletter... http://www.marketfarming.com

Ken provides info about the two farmer’s markets he’s involved in:
Go to www.carrborofarmersmarket.com and www.durhamfarmersmarket.com.

Carrboro Saturday Market has been in operation for 25 years. We allow all types of farm products, (including many value added products such as goat and cow cheese, wool products from members sheep and goats, beeswax products, herbal extracts) prepared foods, and crafts. All must be produced by the seller and within 50 miles. We operate a market on Saturday (80 selling spaces) from 3rd week in March thru Christmas. Hours are 7 AM - Noon. Attendance is about 40 vendors on opening day, close to full May - September, about 20 vendors by Christmas. 10 vendors have 2 spaces. Space reservastion is based on seniority. A vendor must attend a market for 17 weeks to be able to reserve a space the following year, 27 weeks for 2 spaces.

Wednesday market has been going about 8 years, runs mid April - mid October, attendance ranges from 10 - 25. Hours 3:30 7 PM.

Carrboro Market has a manager (paid and not a vendor) in attendance at both markets, and another staff person who does special events, market promotion, volunteer coordination, etc.
The market is governed by a Board of Directors elected by the membership. We are a non profit corporation whose sole function is to operate farmers markets. Our market site is owned by the Town of Carrboro. We operate under a contract with the town and pay $2000 annual lease. The market has spent thousands of dollars (mostly obtained by grant moneys) on parking lot and othe facility upgrades. We readily offer acess to our guidelines, etc to other markets.

Durham market has operated for 5 years, had about 40 vendors at season peak last season. It has a paid manager, and a Member Board of Directors. Products are vendor produced and within 75 miles. There is an ambitious plan in the works to construct a market structure in the being- developed Durham Central Park. Currently the market operates with out shelter, in a parking lot. The guidelines are similar to Carrboro's, but not yet solidified. This market is still trying to find it's organizational structure and identify, but growing fast.”

Mark describes his farmer’s market: “We attend the Fayetteville Farmers' Market on the downtown Fayetteville square every Tues, Thu, and Sat from the first weekend in April until the 3rd weekend in November. Market times are from 7 a.m. until 1 p.m. This market is thirty years old, and is organized as a for-profit corporation (this was sort of an accident during the incorporation process way back when). We have a 9-member Board of Directors with 3-year terms; three people rotate off or are reelected each year at the spring membership meeting in February. There are 55 permanent spaces, and these are allocated on a point system tied to sales, with a few points thrown in for years at market and weekdays attended (I can send complete info on this if you wish). But the basic idea is that whoever has the highest number of points at the end of the season has first pick of spots, and on down the line until we have folks that don't have permanent spots and are 'floaters' who fill in according to the manager's instructions. Standard sidewalk frontage is 4' x 8', with the corner spaces about twice that (there is tough competition for these, which is what we have). We currently pay 5% of gross sales for weekday markets, 10% on Saturdays (ouch!). This hires a full time market manager who is paid by the hour for hours at market, farm inspections, and extraneous time she must commit to market duties, plus mileage. It also pays for an advertising manager, newspaper/TV/radio advertising; all packaging materials such as paper/plastic bags, rubber bands, pulp boxes, etc; lunch for the Board members once a month at our meetings; some professional accounting; and liability insurance for site injuries by patrons.

We pay nothing for the use of the space, as the market is sponsored by the city of Fayetteville, with our corporation (Rural Mountain Producers' Exchange)acting as management for the market.

Since we are close to the University of Arkansas and the Fayetteville historic district, we get a good clientele of high-end consumers, students, and regional/international visitors to Fayetteville. The city spends some $20,000+ each year to maintain a beautiful garden around the inside of the square, providing us with lush beauty and shade on one side.
We are trying to lower the commission rate to 5% for all markets. The space allocation system has its good and bad points--tying the spaces to commission dollars paid certainly provides an incentive to put the money in the envelope! But, there is also a definite paper trail showing how much money vendors make, though this is confidential and known only to the bookkeeper. It unfortunately creates competitive tension among vendors, since financial success can determine location around the square; and some older members whose production is not what it used to be feel threatened they may lose a permanent spot. On the other hand, a new vendor stands to gain a spot on the market if they have the goods and can sell them. Until two years ago, each farmer or member of the immediate family had to be present each market day to sell; we have loosened this rule somewhat so that now the farmer must be present at least once per week, allowing them to send in a substitute on the other days. This really is not taken advantage of very much, though it was extremely controversial when passed. We do allow processed goods (also controversial but passed two years ago), providing they are approved by the processing committee, follow all local, state, and federal health laws, and carry $100,000 liability insurance with the market named as co-insured. Right now we only have two meat vendors, one goat cheese vendor, one dairyman, and our blueberry jam as 'processed goods'.”

Ellen questions how farmers’ markets managers control what is sold at the market: “Can a market manager or board tell an established vendor that he/she CANNOT bring a new crop or item to market because there are already other vendors supplying said crop?  For example, a soap/herb lady wants to start bringing vegetables, and the market manager thinks she can tell her NO!! I said I'd never heard of such a thing and think it's bad policy.” 

Wiedigers respond: “Being involved in starting a new producer only farmers' market, we have done a lot of research, and yes, there are a number of markets where either the mm or the board determines whether or not to allow a vendor to bring an item to the market.  I'm not sure how I feel about that.  I think I can see that if a market had 5 sweet corn vendors, and they aren't selling out, does the market really need another sweet corn grower?  But on the other hand, that is protectionist, and I think the consumer should be allowed to decide where they want to spend their dollar.  The quality of our produce allows us to sell out while charging the highest prices at our market.”

Ken responds: “I think it would be dangerous policy to tell an established vendor they couldn't bring a new product just because someone else already did. Not admitting a new vendor on that basis is iffy enough. Telling established vendors they cannot bring a product that is within the rule of the market sounds like as lawsuit waiting to happen to me.”

Cathy wants to know about farmers’ market insurance. She says, “Our farmers' market (Fearrington Village Farmers' Market) decided it was time to get some insurance.  Several folks said to go to Farm Bureau.  We did, and they said they don't handle that kind of insurance anymore.  I have been told that they insure another market in our county, but the Farm Bureau folks said that if they (the other market) ever lapse their coverage, they will lose their policy.”

Rosie responds: “Your board of directors should have board of directors coverage.  Each farmer should have their own liability insurance.  Fearington Village's insurance policy should cover anything that would occur at the site.  I think this is the best way to go.  Each farmer can get Farm Bureau's coverage and certain insurance agencies cover board of director's insurance.” 

Wiedigers respond: “Our new farmers' market that was just started received it's insurance from Farm Bureau.  Agent had to call district hq to find out how to do it.  Our insurance was based on what we anticipated our gross income for the market association was going to be for the year.  Not what was going to be sold by vendors, but what the market was going to receive in terms of membership dues, stall fees, grants, etc.  I thought it was weird, but whatever.  I believe we purchased a million $ policy (possibly 2 mil) for $204. and change…Our attorney helped us write our bylaws and drew up our articles of incorporation that really insulates the directors as individuals.  He didn't feel that we needed coverage for bd members.  In his legal opinion, the only thing a board member would be liable for would be a dishonest act, such as applying for a grant and then using the grant money for a vacation in Cancun, in which case, insurance wouldn't cover one anyway.  And a policy for board director coverage is really expensive.”