Attending farmers' markets

There are over 500 farmers’ markets in the UK; about half are FARMA Certified. Before attending as a stallholder, there is some groundwork to be done:-

Research
Be aware that many farmers’ markets have a policy of having a ceiling on the number of the same type of producers on any market day - otherwise each stallholder has insufficient sales to make attending worthwhile.
Farmers’ markets support local goods. So if you plan to make an added value (secondary) product, consider where you will be able to source your ingredients. Your first port-of-call should be other local producers.

Find out where your nearest Certified farmers’ markets are located from our county based map
Visit at least one Certified farmers’ market to:
see the way in which they are organised (outdoor/indoor)
assess what equipment you would need to bring to market (eg canopy, chiller, lighting)
observe what products are already being sold
record how many competitors already have stalls
decide whether your choice of products is good
consider how you might need to modify your concept or existing products
note the prices being charged
consider your presentation/marketing.

You should introduce yourself to the market manager (understand she/he may have some very busy periods, so don’t be offended if time is kept short). Explain what you plan, and ask about charges for attending in the future.

Reflect on what you have learned from your research, assert or modify you plan.

Contact market managers within 30 miles of your base and discuss what you propose to produce and sell. This is your first gateway, so good preparation should pay dividends.

Legal, Decent & Honest
All retailers selling food must register with their local Environmental Health Officer (EHO). Contact your Local Borough/District Authority, and tell them what you plan to do. If you are cooking or adding value to a primary food then you will need to seek advice and anticipate that the EHO will want to visit your premises.

Descriptions, labelling, weights, sales-units come under the Trading Standards Officer (TSO). These teams are often based at County level or co-located with EHO. You should discuss your plans with your local TSO.

Insurance
All farmers’ markets will require you to have Product Liability and Public Liability insurance. The recommended minimum is £5 million. Some brokers offer a combined package from under £100 pa.

Pricing
Prepare a list of all the elements that cost you to grow/produce. Include everything you can think of classified into two main headings: setting-up and ongoing. Do including the cost of equipment, merchandising, design, labels, packaging, travel, parking, staff, stall fees, insurance.

Publicity
Always have a leaflet at the farmers’ market - it can be as simple as a typed sheet. Tell shoppers who you are – make it personal, what you produce, your sourcing and ethics. How and where they can get more.

Work with others
Join FARMA. It is a co-operative of producers, retailers and market operators. You can learn more about the sector, best practice, network with others, and contribute to the future of direct sales.
For an example information briefing from FARMA for secondary producers (about making cakes), click here.