Farmers Markets Reality Check

Courtesy of Roxanne C, Philadelphia PA

One the most frequently debated topics in the SPIN online support group is our usually fraught relationships with our farmers markets. They’re the highlight of our weeks, and the most fulfilling part of what we do, where we feel the appreciation and trust of our customers, and get the satisfaction of knowing our products are helping them maintain their health and well-being.

What goes on behind the scenes is also our biggest source of frustration and disillusionment. As one farmer says, “Farmers’ markets are notoriously difficult to run. I’ve been in this business a while, at different farmers’ markets, and there’s been trouble at every single one.” Take your pick. Too few vendors. Not enough of the right ones. Too little traffic. Too much of the wrong kind. True farmers versus resellers. Board intimidation. Financial mismanagement. Too restrictive by-laws. Petty politics. Legal threats.

It’s a rude awakening for some, having to deal with all the things they thought they went into farming to avoid. But to generate income from farming, you need to realize that, being in business for yourself doesn’t mean you can be in business alone. It’s a collaborative endeavor, one that requires trade-offs and compromises.

As the local food movement gathered momentum over the last two decades, farming has attracted those seeking a deeper sense of community, and they’ll find it.But it’s not a refuge. They’ll also find conflict, too. It just comes with the territory.

SF photo blog farmers market blackboard a
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# 1 Success Factor No One Talks About

Courtesy of Roxanne C., Philadelphia PA

Soil building. Sustainable growing practices. Eliminating waste. These are what new farmers obsess about. They’re overlooking something that has a far more important impact on their business. No matter how good a grower you are, your farm’s success is dictated by something you can’t always control, and don’t think too much about until your gas bills start coming in or you start nodding off at the wheel. It’s distance to market.

Even if your market commute isn’t taking a big toll on your expenses or health, it’s a key business factor that needs to be weighed when considering new or different markets, or figuring out how to reach your revenue goal. Here is your key decision:

Longer drives to bigger markets with greater revenue versus shorter drives with potentially less revenue

To help you decide you need to calculate gas expense, commute time, and hours spent at market for each type of commute. Here are some of the trade-offs:
  Longer drives require that you are able to reach your revenue benchmark and has to justify the gas expense

  Short distance drives means less gas expense, but also maybe less revenue

  You might have to go to several short distance markets to meet revenue, but that means more time at markets

There are no easy answers to this crucial question, but not addressing it means your farm business is less likely to go the distance.

 Don't assume a long commute isn't do-able or worth it. And yes, farmers are commuters too.

Don’t assume a long commute isn’t do-able or worth it. And yes, farmers are commuters too.

LEARN THE BUSINESS OF GROWING FOOD FROM FARMERS WHO KNOW HOW TO GO THE DISTANCE IN THE SPIN ONLINE SUPPORT GROUP. FREE TRIAL MEMBERSHIP WHEN YOU PURCHASE ANY SPIN GUIDE