Sep 2, 2024

Farm Market & Agritourism: Complementary markets promote local agriculture

Recently, I attended a regional grower meeting where I gave a presentation on a pilot project collecting pricing data at farmers markets for the USDA. One of the growers made the comment that he thought farmers markets can hurt local retail farm markets in the area.

He thought it was too much competition. My response was, I think farmers markets can help his retail operation.

Farmers markets aren’t the most convenient way to shop. They are typically open just one day a week and are rather weather dependent. When a successful farmers market isn’t open, it will likely drive customers to similar retail outlets.

Both types of markets serve somewhat different purposes and can potentially complement each other rather than directly compete. Here’s how they can help each other:

Expanded reach

Farmers markets provide an additional sales channel to reach a broader customer base beyond your regular visitors. This can increase your exposure and attract new customers..

Market testing

Farmers markets offer an opportunity to test new products, varieties or marketing strategies before implementing them at your retail location. They can gauge customer preferences and allow you to adjust offerings accordingly.

Networking opportunities

Farmers markets bring together various local producers, allowing vendors to network with other farmers and artisans. This networking can lead to collaborations, partnerships, and shared resources, which can benefit both types of markets.

Seasonal sales

Farmers markets often operate during peak growing seasons when local produce is abundant. This can help farmers sell surplus produce that may not be fully absorbed by the on-farm market, reducing waste and maximizing revenue.

Promoting local agriculture

By participating in farmers markets, you can strengthen community connections and support the local food movement, which can enhance the overall reputation and visibility of your farm and retail location.

Customer education

Vendors can engage with customers directly at farmers markets, educating them about farming practices, product quality and the benefits of buying locally grown food. This engagement can foster customer loyalty and encourage repeat visits to the on-farm market.

Diversification of sales channels

By participating in farmers markets, produce sellers can diversify their sales channels, reducing dependency on the on-farm market alone. This diversification can help spread risk and ensure a more stable income throughout the year.

Overall, farmers markets can serve as valuable complements by expanding reach, providing opportunities for market testing and networking, promoting local agriculture, educating customers and diversifying sales channels. By strategically integrating both types of markets into their business model, farmers can maximize sales and enhance the overall sustainability of their operation. 

— Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.