Selling at a Farmers' Market

Introduction

Farmers’ markets offer local growers and producers a direct route to sell their own produce to consumers. In Ireland, there are a number of different types of markets available for producers to trade at. The options are:

Municipal market – overseen by town or city councils
Private market – run by private individuals or companies on privately owned property, usually operated by charging commercial rent to the stall holders
Traders’ market – some towns have historical trading rights allowing stall holders to sell on certain dates; in some cases there is no charge for trading
Country market – operated by Irish Countrywomen’s Association, providing home-grown and farm-based produce and products
Co-operatively run/community-based market – run by a group of producers or a community-based organisation, and delivered on a non-profit basis
Event market – held at specific times of the year. Examples include community festivals and agricultural shows.

Financial Aspects

A seller must determine their own approach to pricing. Pricing must cover all production and associated costs, including certification, registration, staff, equipment, raw materials, production, own labour, transport, insurance, promotion, and any other costs involved. It is important to plan finances to manage any potential cash flow gaps. Discuss tax implications with a financial advisor. Making payment by card available will increase cash flow, but research the transaction fees to choose the appropriate option.

Main advantages as a route to market

Direct selling helps forge links between local producers and consumers
Vendors control pricing, which helps increase turnover
Instant consumer feedback, to inform decision making
Test new products with low overheads and low risk
Build brand and customer loyalty
Sustainability – reduce carbon footprint and food miles.

Getting Started

Do your research

Visit existing markets and talk to stall holders for research and advice
Use the Bord Bia Market Information Centre for market trend information.

Operate legally

Consult with the local environmental health officer (EHO) through the HSE, regarding food safety requirements
Comply with the regulations in IS 344. 2002, produced by the National Standards Association of Ireland (NSAI).

Get insured

Public liability insurance – in case someone injures themselves interacting with the stall
Product liability insurance – in case someone claims based on consuming a product
Employer’s liability insurance – in case an employee becomes injured while working.

Find the right market fit

Many markets are at capacity, so it may be necessary to join a waiting list
Some markets welcome seasonal sellers
There can be different casual trading bye-laws in different municipal areas
Consider location, space available, atmosphere, and restrictions.

Licence to trade at municipal markets

A casual trading licence is a permit allowing the holder to operate a stall selling goods in a designated area at particular times
Applications may be issued annually, with a specified closing date via the local town or city council
The need to apply for casual trading licences and the respective cost of these trading licences are variable. Do your research.

Get equipped

Purchase, rent or borrow equipment
Options for stall set-up are pop-up, gazebo, canopy/umbrella or mobile trailer
Foods subject to temperature control may require a refrigerator or freezer
Transportation must prevent contamination, and maintain the integrity of the product or produce
Sanitary equipment, protective clothing and packaging – pre-order ‘click and collect’ may become part of the new normal.

Start selling

Determine the unique selling point of your product or produce
Remember that quality, freshness and consistency are most important
Ensure packaging and presentation authenticates the quality of the produce
Include eye-catching branding/signage
Clearly display the selling prices
Provide tasting opportunities, recipes, and maybe video tutorials
Make excellent customer service your goal
Be patient, and don’t break your pattern of attendance for at least six months to ascertain success or otherwise.

Top tips when actively trading

Communicate consistently with consumers describing the product – sourcing, production, ethics, and how and where to get more
Promote the business, and the market – support with leaflets, social media, and website – create relationships with local press and radio
Consider marketing surplus produce or products to local supermarkets, shops and restaurants, a box scheme, or even local farm shop or online selling
Create an operations manual with detailed checklists guiding consistent delivery if back- up personnel are required
Conduct ongoing research – use a 'comment box' to capture feedback and inform decision making
Consider creative arrangements with other stall holders, such as recommending products from other stalls that complement yours, and vice versa
Reward loyal customers
Consider the benefits of:
- Local food group membership – regional identification, branding, support and advice
- Food awards – product notoriety, promotion, credibility, and media following.