AUBURN UNIVERSITY, Ala. — Farmers markets across Alabama will soon be bustling with activity. Before heading to market, vendors may benefit from implementing marketing tips to help set their booths apart.

“People go to farmers markets because it’s a fun, family-friendly event,” said Roshell Rosales Aguilar, an agent with the Alabama Cooperative Extension System. “There are simple ways sellers can make their spaces more inviting to consumers, which can increase total sales. All it takes is a little extra planning.”

A typical farmers market stall setup with tables arranged in a U-shape. (Image credit: Cornell University Marketing Research Program)

Picking the right market and the perfect products are key.

“For some people, it’s worth driving to a big town market that’s a few counties away, but for others, the local market will be the best fit,” Rosales Aguilar said. “Keep an eye out for what others are selling and see if you may be able to offer additional produce or products to differentiate yourself. Also, be sure to keep your booth well stocked throughout the day.”

Along with what and where a vendor will sell, additional marketing tips for farmers markets include booth setup, varieties of payment methods and collaborations.

Booth Setup

Securing a spot at the farmers market is just the beginning. Transforming a blank slate into an attractive and welcoming stall is the next challenge. Incorporating creative, eye-catching decor and designs can draw customers in.

“Using a black tablecloth can really make the colors of produce pop,” Rosales Aguilar said. “I’ve seen people use fake grass rugs in their space to make it more interesting. When it comes to signs and logos, consistency and uniformity are good. Try to stick to one color scheme and use the same font on all signage.”

A report from Cornell University showed positives and negatives for different booth setups. A traditional U-type setup for tables as well as designs that created an aisle and checkout line for customers were evaluated.

“It seems like creating an aisle can be helpful, especially at high volume markets,” Rosales Aguilar said. “With the checkout line, consumers get to see everything you’re selling, and they might pick up an extra item or two. Plus, there are no questions about who got there first or where the line starts.”

Two potential farmers market setups that create an aisle for customers. (Image credit: Cornell University Marketing Research Program)

Varieties of Payment Methods

Using the setup described above provides a natural location for a sale at the end of the aisle. Rosales Aguilar strongly suggested vendors accept forms of payment beyond cash — including credit and debit cards as well as senior vouchers and Supplemental Nutrition Assistance Program benefits.

“People only have so much cash on hand, so accepting cards can lead to larger sales,” she said. “Using a point-of-sale app helps with record-keeping. It makes it easy to see what’s selling well and what isn’t. You can use the apps to track cash sales, too.”

Rosales Aguilar also advised to include signage of accepted forms of payment and to clearly post product prices.

“It builds trust with the consumer when they know the cost of items up front,” she said.

Offering samples and handing out recipe cards can also make the register ring more often.

“I’ve seen someone give out samples of salted, grilled eggplant and they ended up selling a lot of their eggplant,” Rosales Aguilar said. “Also, if you have an item that isn’t selling as well as you had hoped, you could pair it with other things like herbs. Customers might be more likely to purchase that item as a nice gift set or because it includes everything they need to get cooking.”

Collaborating and Earning Certifications

Building partnerships pays dividends. At the market, those partnerships begin with vendors and market staff or volunteers.

“Developing a good relationship with your farmers market manager is important,” Rosales Aguilar said. “The more collaborative you are, the more invested you become in the facility and the more excited consumers will be about visiting the market.”

Rosales Aguilar said becoming part of a cooperative or marketing program, such as Sweet Grown Alabama, can also be beneficial. These groups often offer branded materials with professionally designed logos that can pique consumers’ interest when displayed properly.

When it comes to certifications, securing a growers permit is necessary for farmers selling raw agricultural goods including fresh fruits, vegetables and eggs. These permits prove the seller is also the grower, which means they are exempt from paying licensing fees or sales tax. Permits are free and issued in-person at county Extension offices. To receive a permit, farmers must present a government-issued ID.

Vendors who sell further processed goods like jams and jellies can also benefit from Extension programming. Check with local Extension offices for upcoming Cottage Food Law courses that offer certifications.

Learning More

Vendors can learn even more marketing tips for farmers markets during upcoming free workshops. Rosales Aguilar will host the Learn to Market Your Market workshop twice in April.

The first is scheduled for Tuesday, April 8, at 6 p.m. at the Limestone County Extension Office in Athens, and the second will be Thursday, April 10, at 6 p.m. at the Lauderdale County Extension Office in Florence. Call (256) 232-5510 to RSVP.