University of Florida

Starting a Farmers' Market


Farmers' markets and other direct marketing venues make locally grown produce available to consumers. Buying local has positive impacts on farmers, consumers, and communities.

Step-by-step Guide

There are many details that separate great farmers' markets from struggling or mediocre markets. Below are eight steps to follow as you start a farmers' market in your community. Also included are useful facts about farmers' markets, legal information, an example of bylaws and rules for a farmers' market and links to farmers' markets online.

1. Find community resources.

Community support for a farmers' market is invaluable. Buy-in from residents, government, and local businesses will ensure that the market is seen as contributing to the life of the community.

Besides this abstract benefit, good relationships with the market's neighbors will help in tangible ways: city and county government agencies and local business may be willing and able to help with finding a location, sponsoring and/or doing advertising for the market or other resources.

2. Select a location.

This is a tricky issue. Essential components are proximity to where your customers live or where they frequently go; available parking; cover or shade in case of extreme weather; and seating for lingering and socializing, listening to music, or other recreational or educational activities associated with the market. The location you select may also determine your insurance needs.

3. Solicit vendors.

This may be the toughest job of all. A successful market needs a good mix of products and services to attract a regular clientele. Many county Extension offices keep a list of small farmers. Your chamber of commerce or craftpersons guild may be another resource for potential vendors.

Once you have identified potential vendors, you may have to sell the idea of a market to them. Farmers, craftspeople, and other small business owners must be convinced that spending a few hours a week at the market is worth their time.

4. Market the market.

It may seem obvious, but farmers' markets need to be advertised to the public, especially when they first open. Public radio and local newspaper ads are less expensive than commercial radio or TV ads. Of course, free publicity is the best of all.

Investigate putting an announcement in a neighborhood or school newsletter. The food, gardening, and weekend sections of newspapers may all be appropriate places to solicit articles about a new farmers' market.

The farmers' market can serve as a source of entertainment. Live acoustic music adds atmosphere and entertainment to a market. Inviting service groups, churches and educational groups--such as Master Gardeners, Native Plant Society, and FFA--and giving them free space at the market will contribute to the variety and sense of liveliness of the market. Clowns, pony rides and other children's entertainment can attract more customers.

5. Develop by-laws and market rules.

There are some general points to be considered when developing market rules and by-laws. See Starting a Farmer's Market for examples.

6. Apply for non-profit status.

Contact the Florida Department of Revenue at (800) 352-3671 (in Florida only) or (850) 488-6800.

7. Identify a market manager.

The type of market manager you hire will depend on the kind of farmers' market you and the board of directors want to create. At first you or another vendor may volunteer as the manager, but successful markets sometimes grow big enough to require full-time management.

8. Get the right market insurance.

The market's insurance needs will depend on a variety of factors. You should consult an insurance specialist to determine what type of insurance your market will need.

The USDA's Farm Service Agency (FSA) provides credit assistance, food aid, and conservation incentives to help stabilize farm incomes and provide disaster assistance. The USDA has local service centers around the country that help farmers navigate their way through a myriad of federal assistance programs. Use the Farm Service Agency Offices page to find a service center near you.

The USDA's Risk Management Agency (RMA) provides crop insurance through a variety of approved insurance providers. The agency's Web site provides an overview of various insurance policies. To speak with an authorized agent, use the RMA's Agent Locator. The regional RMA office in Valdosta, Georgia, covers Florida. Use the field offices listing to locate an office near you.

Florida Farm Bureau Insurance may be an option. Farm Bureau members are eligible for insurance through Florida Farm Bureau Insurance.

Useful Facts

In 2006, nearly 4,400 farmers' markets were operating in the United States. This represents a 82% increase in the number of farmers' markets during the past ten years. It is estimated that more than 20,000 farmers participate in farmers' markets.

The USDA's Farmers' Market Web page includes more statistics and facts, as well as information about farmers' markets, resources and a national farmers' market directory.

Food Stamps & Other Public Assistance

The USDA's Food and Nutrition Service (FNS) helps reduce hunger by providing children, seniors, and low-income people with increased access to food and nutrition education. Farmers and farmers' markets can participate in FNS programs in three ways.

Legal Concerns

The most comprehensive and helpful book to date is called The Legal Guide to Direct Farm Marketing by Neil Hamilton. It covers all aspects of general legal information for farmers engaged in direct marketing and devotes an entire chapter to legal issues facing farmers' markets.

Copies of this book can be purchased for $20.00 from Drake University Agricultural Law Center, Des Moines, Iowa 50311. For more information call (515) 271-2065.

Health Department Licensure

Many counties and states have health laws pertaining to meat and poultry products as well as processed, value-added food items. Check with your county Extension office and/or county health department about licensing requirements in your area.

Excerpted and adapted from:

Starting a Farmers' Market (FCS5257-Eng), by M.E. Swisher, James Sterns, and Jennifer Gove. Published by: Family Youth and Community Sciences (rev. 7/2006).

basket of vegetables

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