Farmers Markets

What is it? | What to Sell | Get Started | The Association | Locations | Rules

Reviewed May, 2006

One of the most popular options for selling farm-fresh produce or any farm-produced product is a farmers market. Items typically sold at farmers markets include: fresh produce (vegetables and fresh Saskatchewan-grown fruit and fruit preserves), greenhouse products, honey, meats and fish, crafts, baked goods and various other items.

Primary and value-added products sold at farmers markets are generally grown or made locally. Some markets allow out-of-province products that cannot be produced in Saskatchewan, such as British Columbia fruit.

This fact sheet will help to explain what farmers markets are, who sells at them, and the type of marketing tool they provide.

What is a farmers market?

A farmers market is a centralized location, usually in populated areas, that provides a facility for vegetable growers to sell their produce. They are usually held outdoors in summertime, and inside in winter. Some markets only operate during the summer growing season, while a few markets in Saskatchewan are open year-round. They are generally only open on certain days and times during the week.

Farmers markets allow local producers an alternative to dealing with wholesalers, and a chance to test-market their products with minimal overhead. The basic principle of a true farmers market is that you must "Make, Bake, Grow and Sell" your product. There are no third-party sales. The consumer buys direct from the producer. Markets may be held once a month in a slack season and as often as three times a week in the busy season. The farmers market sign will normally have the days and times that they are open for business.

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What to sell?

Any vegetables, fruits and herbs that you have grown can be sold at a farmers market. It is best to know the weaknesses of what you are selling before you start. These include pricing, supply, demand, packaging and size requirements, variety preference and product perishability.

Customers shop at farmers markets for fresh products, so it is essential that the products are picked as close to market day as possible, or even on market day. Most markets do not provide power to the stalls; therefore, there is no access to refrigeration.

Mature potatoes, radishes and onions tend to store well and therefore are not a problem when brought to the market. However, a crop such as sweet corn will lose its sweetness quite rapidly after being picked. Cantaloupe is another product that will begin to spoil soon after being picked. A fully ripe melon will store for a week under optimum conditions, which are temperatures around 10°C and relative humidity of 90 per cent. Since most summer farmers markets are located outdoors, these conditions will be hard to find. Look for ways to keep your product looking its best for the duration of the market. Lettuce and other greens may have to be stored in ice water to keep them from wilting. Having a spray bottle of cold water will help keep vegetables and fruits looking fresh and inviting.

Make sure that you always offer a wide variety of products or produce. A key to a successful operation is having the first of a new product, such as new potatoes, peas or corn. They will generate the highest price. Check out the products that are currently being sold at a market to see if there is a need or if the market is already saturated with that type of product. Successful selling at the market begins with high quality products.

It is important that vendors differentiate themselves from their competition through product quality, mix, displays, signs, enhancements and selling skills. What do you have to offer the customer that is unique? Mass appeal is the minimum standard for an effective display. This can be achieved with one product or many products. The look of abundance is key.

Many sales in this business will be based on repeat customers. Customer service and satisfaction are vital to maintain customers. Be friendly with everyone and offer suggestions on how to use your product, or simple recipes. Customers appreciate personalized attention.

Having vegetables that complement each other is beneficial, as well. For example, group the vegetables that go well together in a salad. You can always go the next step and market a ready-to-eat salad or stir fry mix.

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How to get started?

The best way to get started is to visit your local farmers market. Each area market generally has a board of directors who can rent you space. Some markets are already full and are not accepting any new vendors. It is good to know this before planting your crop so that you do not end up with a large crop and no place to sell it. If your chosen market is full, visit other nearby markets. They may have room for you. You may join as many markets as you wish, as each is a separate entity and has its own rules.

Is there an association?

The Saskatchewan Farmers Market Co-operative (SFMC) is the only organization currently established. The SFMC is a not-for-profit co-operative started in the early 1970s and legally registered in 1979. There are many markets in the province that are not members of the SFMC. These markets generally operate with their own boards of directors. Their rules and regulations are based on general farmers market regulations.

All farmers markets are inspected by Saskatchewan Health to ensure safe food handling of all products sold. The SFMC and other provincial markets have a special self-policing agreement with Saskatchewan Health in addition to the department's annual inspection. This has enabled farmers markets to maintain a reputation of delivering safe, high-quality products to their customers.

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Where are farmers markets located?

Farmers markets can be found in all areas of the province. A town with a farmers market will usually have a roadside sign advertising the fact. A SFMC affiliated farmers market sign has a tomato, corn and radish symbol on a brown background with the name of the farmers market on top. These signs are normally placed on the outskirts of the main road into the town. Note: This applies only to members of the SFMC.

Contact the local tourism or Chamber of Commerce office for information on markets within your area.

Are there any rules?

Every farmers market is responsible for a number of things, including:

1. creating an environment appropriate for display of the goods on sale;
2. having adequate facilities to permit clean-up operations during and after a sale;
3. ensuring its members abide by safe food handling guidelines;
4. providing a location that is appropriate for the selling and display of goods on sale;
5. providing adequate washroom facilities for all workers;
6. ensuring all stalls are sanitary;
7. maintaining good standards of housekeeping;
8. ensuring that all meat sold was slaughtered at an approved meat processing plant (Public Health guidelines require all meat sold be slaughtered at an approved and inspected plant, in Saskatchewan)
9. ensuring that home baking and other prepared foods are packaged in new bags or containers;
10. ensuring packaging and labelling comply with all applicable federal and provincial regulations, including Consumer and Corporate Affairs, Health, and CFIA guidelines;
11. providing each member with a list of rules and regulations for members to follow, along with Public Health guidelines pertinent to the product being sold.

In addition, some markets may require all prepared food vendors to take a Food Safe Handling course through Saskatchewan Health.

Written and Edited by:
Connie Achtymichuk - SAF, Provincial Specialist, Vegetable Crops
Dr. Doug Waterer - University of Saskatchewan
Debra Claude - Saskatoon Farmers' Market
Barb Highland - Saskatchewan Farmers' Market Co-operative