Farmers and ranchers have products to sell, but selling “off the farm” or at a farmers’ market takes a different mindset than just hauling the livestock to the sale barn. No longer are producers just working hard to produce a product – marketing and retail sales of your product must also be considered.
At the 2009 Farmers’ Market Workshop in Springfield, Mo., Lane Baldwin-McConnell, Missouri Department of Agriculture Marketing and Local Foods Program Manager, discussed selling off the farm, and the change of outlook that must occur to be successful in this type of venture.
“You might grow or raise the best product in the county,” she said, “but if you and your stall (at the local market) look unappealing, you’re going to have a rough time making money selling your product.”
There are two factors that producers must consider when looking to utilize a farmers’ market-type outlet. First, marketing, then second, selling.
Marketing includes deciding what to sell, how to price your product, distribution and promotion. The act of selling is the technique you will use to convince buyers to exchange cash for your products.
McConnell said a great first step toward marketing the right products for your local farmers’ market is to communicate with the customers there. “What age group is shopping at your local market? What products are they looking for?” she asked. The key is to grow what the customers want, be it a certain produce variety, or a certain age and quality of meat.
McConnell noted that success comes at the market by each producer being an advocate for their own products. “Nonverbal communication like smiling, shaking hands with your customers, or developing t-shirts or aprons with your farm name on it,” will help in establishing good rapport with customers. “You are growing these people’s food, and you are advocating agriculture,” she added. “You want people to take you as a serious business.”
Nancy Rasmussen, of Sunny Lane Farm in Lockwood, Mo., works with her husband, Greg, to develop 100 percent grass-finished beef. “We are wanting to be good stewards of the land, while giving the consumer a healthy product,” she said.
The Rasmussens sell at the Webb City, Mo., Farmers’ Market. “There are so many people you meet who want to help you market off the farm. The market farmers, the market vendors, there are resources out there just waiting to be used. Your fellow vendors are not competition, they all want to help out,” she said.
Rasmussen added, though, that it is important for producers to find a system of production of farmer’s market-quality products that will fit their farm. But, she says, it is worth it. “You get to meet so many people and know them. And they trust you and want you to provide them with a good product,” she smiled.
Knowing your product and your methods of production, and being able to visit with customers about these processes is important.
Andy Read, MU Regional Horticulture Specialist, suggested that marketing to multiple outlets can be another way to increase your profits with off-farm sales. “If it’s a rainy week at the farmers’ market, marketing to multiple outlets will mean less wasted product,” he explained. Another advantage, Read said, for taking your product into multiple marketplaces, is increasing your opportunity for niche and value added products. Locally owned restaurants, grocery stores or florists are good opportunities, but he said, you can’t be “all talk.” Knocking on doors and showing off the best of your products is the best way to get your products on people’s minds. “Be prepared to leave samples, and don’t get discouraged at first. People will tell you no, but businesses can learn to depend on you over time,” he encouraged producers.
When it comes to pricing, both McConnell and Read said a little research is in order. “Be competitive with pricing, but don’t sell yourself short,” Read said. “You have a better product, it should cost a little more than the grocery store.” Not to mention the “shelf-life” of locally grown products is longer, because it came off the farm or out of the local packing plant, directly to the customer. It didn’t spend its first five to seven days in a plant then on a truck traveling down I-44.
There is a lot of support available in the state of Missouri for marketing products at farmers’ markets. For more information on working with your local farmer’s market, and to visit the Missouri Farmers' Market Blog visit www.ozarksfn.com and see the “To Market, To Market” Extended Stories tab.
