Marketing to Farmers

Marketing to Farmers

The number one customer in the farmers' market is the farmer. The market must provide farmers a viable farm direct opportunity.

A market needs to have a critical mass of farmers for a successful market. This number will vary depending on the community.

How to Locate Interested Farmers

• Send press releases to area newspapers, agriculture publications, grower's newsletters, extension service newsletters
• Write an article for your local paper
• Contact New Mexico Cooperative Extension service
• Place signage in farm supply stores and other areas where farmers congregate
• Ask local farmers for leads
• Ask the New Mexico Organic Commodity Commission
• Attend state farm direct marketing conferences

How to Sell Farmers on Your Market

• Choose a farmer-friendly site with adequate off-loading space and parking.
• Determine the market's day and time of operation based on surrounding farmers' markets schedules and what works for your demographics (will shoppers be coming home from work, out on mid-day errands, etc).
• Mail an invitation packet including a letter of introduction and map. Follow-up the packet with a personal phone call.
• Show farmers samples of posters, signage, street banners and press releases so they know what kind of marketing support is behind the market.
• Ask the farmers for their opinions to encourage joint "ownership" of the market.
• Have annual meetings such as a pre-season or harvest season potluck to share ideas, thank the farmers and build community.