In addition to designing and managing your farmers’ market, you will need to have a plan in place to promote the market and attract customers. A promotional plan is essential as you are preparing for your grand opening day to let customers know that there is now a farmers’ market in the community. It is also an ongoing responsibility.
The Pacific Coast Farmers’ Market Association is the largest operator of certified farmers’ markets in the state of California and has been developing and operating farmers’ markets for over 25 years. Some of their farmers’ markets have been in continuous operation for more than 20 years. When they conduct surveys of customers in their farmers’ markets, it is not unusual to have a high percentage of shoppers, up to 20%, report that they are shopping at that farmers’ market for the first time. Farmers’ markets that are sustainable over the long term require ongoing promotions to continually attract new customers and educate the community about the resources the farmers’ market provides in the community.