In all the years that I have sold at and supported farmers’ markets, I have heard so many positive comments about how much farmers’ markets can enhance a community by offering sustainable and organic produce, creating a place for neighbors and friends to meet, and adding a boost to the local economy! But, I have also heard a few negative comments and complaints from local retail stores that don’t support a market in their area and feel that a farmers’ market takes business away from them.

I have to say that I disagree with a retailer that feels that way! A farmers’ market is usually just a few hours a week but during those few hours, a successful farmers’ market can draw hundreds (and possibly thousands of shoppers) to the area. If retailers think creatively, they can take advantage of market day to draw shoppers into their stores! I have seen cafés advertise a farmers market breakfast or lunch special, grocery stores advertise their organic or all natural products, and banks and boutiques offer custom printed shopping bags to farmers market shoppers.

As a retailer, are you posting on Facebook? If so, find your local farmers’ market on Facebook and LIKE it! Post special offers to farmers market shoppers and join in and mingle with the growing number of people who support locally grown produce support local businesses and attend local community events!

One of the best ideas I can offer to a retailer is – why not become a vendor at the farmers’ market? Is there something you sell that fits into your local farmers’ market guidelines? If you are a restaurant, can you sell an extra special item from your menu or schedule chef demonstrations at the market?

When The Olive Tap opened in October 2010, owners Cheryl and Josh Emery felt that participating in local farmers’ markets should be a part of their marketing plan. They began the process of contacting local markets and applying to them approximately three to four months prior to the store’s grand opening. They were accepted and they currently have booths at the Downtown Fort Pierce Farmers Market, the Palm Beach Gardens GreenMarket, the West Palm Beach GreenMarket, and the Vero Beach Oceanside Market.

I asked Cheryl Emery about their farmers’ market experiences and the impact the markets have on their retail store – she had positive things to say:

Theresa: Do you feel that your booth at the markets attracts customers to your retail store?

Cheryl: Definitely! We also bring a photo of our store to every market to show customers the allure of the store.

Theresa: Do you market your products differently at the markets vs. how you market your products in the store?

Cheryl: Our products are marketed similarly at the store and at the markets. We do offer a slight price discount at markets and we do grant our bottle recycling policy both in the store and at the markets. Also, (because of space) we only market our oils and vinegars at the markets and not our gourmet items.

Theresa: What is your favorite aspect of the farmers markets?

Cheryl: Each market is different and provides a different atmosphere to sell our products. We also like the relaxed atmosphere of the markets. They also allow us to take our products “on the road.” It allows us to meet new customers and provide our products to our current customers who can’t get to the retail store on a regular basis.