Can Small Farmers Make a Profit at Farmers ’ Markets ?
October 12 , 2015 | AJ Hughes
Orange Home Grown Farmers ’ and Artisans Market in Orange , CA . Photo credit Lisa David .
The last decade has seen nothing short of a bonanza in farmers ’ markets in America . Between 2007-2014 , the number of farmers ’ markets in the U . S . has grown by nearly 180 percent , according to a January 2015 USDA report . That ’ s accompanied by a 288 percent growth in regional food hubs and 430 percent in farm-to-school programs . But the data also show that while food hub sales continue to climb , sales at farmers ’ markets may have peaked . So can farmers , especially ones who operate on a small scale , make enough money at farmers ’ markets to make it worth their while ? Or is the proliferation of farmers ’ market we ’ ve seen over the last decade coming to an end ? “ It depends on the farmers ’ market ,” says Arthur Neal , deputy administrator of USDA ’ s Agricultural Marketing Service Transportation and Marketing Program . “ Every place is different . It depends on how well people are working together to make it successful .” Getting to Profitability The GrowNYC Greenmarket Program works with 240 producers and operates 54 farmers ’ markets in the New York City area . Its director , Michael Hurwitz , says successful farmers ’ markets do much more than just offer local foods . And market vendors must be good at many things beyond providing produce . “ Being in direct retail is a very difficult job . What you grow has to be interesting , and it has to look good ,” says Hurwitz . “ Farmers also have to manage logistics and provide good customer service . You need to be good at all of it . You have to be able to sell your product . Don ’ t let someone walk by your stand without saying ‘ hello .’” Hurwitz also encourages farmers to look at all of their selling options — not to limit themselves to farmers ’ markets . “ Farmers ’ markets are an important financial engine for farmers , but not an end-all ,” he says . “ It should not be either-or ( farmers ’ market or CSA ). A CSA provides cash flow — choice is healthy .” Neal has seen an increasing number of grocery stores promoting and cooperating with farmers ’ markets in recent years . “ The goal is for farmers to expand and grow ,” he says . “ CSAs , food hubs , farmers markets — all are integral parts of meeting consumer demand for local foods . You can ’ t get everything at a farmers ’ market .” Ben Hartman , owner and operator of Clay Bottom Farm in Goshen , Indiana , says he wouldn ’ t sell at theGoshen Farmers ’ Market if he didn ’ t make money at it . But not all farms will go the distance , he says . Hartman sees farmers ’ markets as business incubators and proving grounds for farmers .
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