Author: Melissa Matthewson
Publish Date: Summer 2008
What farmers’ market shoppers like is a display of produce that appears bountiful and abundant. Bring a lot of produce with you to market and build your display with copious amounts of vegetables and color. Create a display that incorporates many different depths and eye levels for people to look at. Have signs that clearly label your vegetables and articulate prices. Assume that people do not know what escarole or kohlrabi is. Give them cooking tips and recipe cards. People like to try new things and can usually be charmed into buying a bunch of scarlet turnips, for example, if you provide them with a good recipe on how to use that particular vegetable.
Use many different types of baskets or props that can hold salad mixes and loose greens and integrate bunches and heads in between those baskets. Shoppers can be shy, so make your booth accessible and less intimidating by thinking about table placement. Leave enough room for your shoppers to come in under your canopy. Double booth spaces help with this. Have bags hanging and accessible for people to shop and pick out produce. Think about using biodegradable or compostable bags as a marketing strategy. As well, integrate many different colors into your display. Think about alternating between red and green head lettuces. Put rainbow chard up front and center or purple cabbage in between a number of green cabbages. As well, invest in a well-made large banner that has
your farm name and location printed on it. People want to know who you are and where you are located.