Table of Contents: The New Farmers’ Market

Part I: Selling At The Market

Portrait of a Farmer

Getting Ready for Market

Do Farmers’ Markets Fit Into Your Marketing Plan?

Checking Out the Markets

Choosing Crops & Products for Farmers’ Markets

Business Incubator

The Quality Harvest

Preparing for Market

Running Your Farmers’ Market Business

Keeping Records

Staffing the Booth

Setting Prices

Pricing Techniques

Your Farmers’ Market Retail Storefront

Building the Store

Sales Floor

Logistics

Display

Vertical Displays

Display Fixtures

Merchandising

Appealing to the Senses

Abundance

Packaging

Say It With Signs

Sales & Promotion

It’s a People Business

Improving Your Service

Promotion

Part II: Starting, Managing & Promoting The Market

Portrait of a Market

History of the Market

Becoming a Cornerstone of the Community

Challenges & Opportunities

Starting a Market

Why Start a Farmers’ Market?

Attracting Farmers

Location

Timing

Organizer & Market Manager

Market Sponsorship

Budget

Managing the Market

Day-to-Day Concerns

Management Issues

Promoting the Market

Market Excellence

Market Demographics

Advertising

Publicity

Special Events

Tastings

Educational Events

Children’s Events

Special Promotions

Fundraisers

Community Involvement

Part III: The New Farmers’ Market

Embracing the Community

Educating the Public About Local Agriculture and Farmers’ Markets

Social Concerns

Community Outreach

Expanding the Vision

Farmers’ Market Websites

Friends of the Market

Network of Farmers’ Markets

The Farmers’ Market Forum: Issues for Internal Discussion

The Farmers’ Market Forum: Issues for Public Discussion

New Relationships with Hope

Appendices

Appendix I How Much Insurance Do You Need?

Appendix An Oregon Farmers’ Market Study

Appendix Customer Surveys and Public Opinion

Appendix Are Farmers’ Markets Profitable?

Appendix Benefits of Farmers Markets for Farmers, Consumers & Communities

Bibliography

Resources