What is a farmers market? The USDA defines farmers market as “a multi-stall market at which farmer/producers sell agricultural products directly to the general public at a central or fixed location, particularly fresh fruits and vegetables but also meat products, dairy products, and/or grains.”  Today’s farmer’s markets offer many more products – prepared foods, baked goods, arts and crafts, flowers, plants and other locally produced or handcrafted items. 

Should we start a market?

Before you start a farmer’s market there are some basic questions you will need to ask and answer – the who, what, where, when and why of starting a farmer’s market.  The Farmers Market Coalition’s Market Fundamentals will help you get started by covering all the basics.

Starting a Farmers Market Feasibility Assessment Guide from the Michigan Farmers Market Association will help you determine if the time is right to start a farmer’s market. Included are tools on how to assess your community; assess whether there are vendors for your farmer’s market; and how to collect community input. 

The Michigan Farmers Market Feasibility Assessment Guide includes a Farmers Market Assessment Tool.. This tool may be tailored for your farmer’s market and is for your market clients to fill out as the attend the market. It will help you assess your market once it is up-and-going and it can be used to assess season-to-season as the market becomes an integral part of the community.

The Iowa Farmers Market Manager’s Toolkit is a comprehensive guide for market managers written by Iowa farmer’s market managers. The toolkit includes: the farmers market manager handbook, twelve vendor handouts, and online training video series.  A resource to definitely check out!

  • The Farmers Market Federation of New York website has many helpful resources, including a farmers market manager training manual, farmers market pre-planning checklist (Downloadable PDF), and farmers market evaluation form, among other resources. 

Kentucky’s Community Farm Alliance has a comprehensive Farmers Market Support Program which includes their online 2021 Farmers Market Support Program Toolkit. The toolkit includes:  

  • Stage 1:  Starting a Market – A) The Bare Minimum and B) Creating a Firm Foundation
  • Stage 2: Operating a Market
  • Stage 3: Growing a Market
  • Stage 4: Evaluating a Market

Another comprehensive resource on “How to Run a Farmers Market” is from Massachusetts, which includes:  how to get started, how to conduct market research; basic decisions; how to run a farmer’s market; brass tacks; and how to sell at a farmer’s market.

Knowing who is visiting the market weekly; when are the peak market days and times; and how much each vendor is selling – all are critical metrics that help a market manager assess the vitality and success of the market. Metrics also provide insight to market needs and assist the market manager in scheduling volunteers, events, out-reach activities, and even entertainment.  Metrics are also key in writing effective communication pieces for marketing of the farmers marketAs vendors apply to sell at the market, or if the market manager is recruiting new vendors, metrics will help the market manager assess whether the vendor(s) would be a good fit for the market.

The Farmers Market Coalition has many resources that market managers may access and download, including Farmers Market Metrics Resources and for Data Collection Strategy resources – Data Collection Plan Worksheet and Data Entry Workbooks.

Note:  The Farmers Market Coalition is in the process of updating their Farmers Market Metrics Training Resources so check back often. (August 2021)

The quintessential tool for market assessment is Oregon’s Tools for Rapid Market Assessments, downloadable PDF from OSU Extension. The tool walks market managers through attendance counts; dot surveys; and how to recruit teams and how to use constructive comments and observations.

For a practical guide on how to implement rapid market assessments, Washington State Farmers Market Association’s Market Count! Collecting, Managing & Deploying Your Farmers Market Data. Basically, how Washington state farmers markets use rapid market assessments to collect, manage and use data to make their farmers markets successful and then even more successful!

If you have heard about the Sticky SEED: sticky economy evaluation device measuring the financial impact of a public market, then check out this resource from Market Umbrella.

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Disclaimer: The information provided in this virtual toolkit is to assist farmers market managers and for educational purposes only. This material is not intended, and should not be used, as a substitute or replacement for individual legal, financial, or actuarial advice. Each market organization should consult a relevant professional advisor when making business decisions as appropriate.