for Market in partnership
has created a library of expert
information about growing and selling vegetables and flowers. Links in
the article will take you to johnnyseeds.com.
Subscribe to Growing
for Market for more
great ideas about growing and marketing!
For more topics in
the series, click on Market Farming Basics in the left
Display your products with purpose
There’s both art
and science to displaying produce at a market. A beautiful display
catches the eye of customers and brings them to your stand. Then the
science of selling takes over and makes it easy for customers to
purchase your products. Here are some of the rules of farmers market
display that will help you sell more:
freshness, and cleanliness need to be as good as any supermarket
produce. Quantity creates an impression of bounty that appeals to
customers. Don’t put out a small amount of produce, intending to
replenish it as you sell. Instead, obey the old market maxim: “Stack it
high and watch it fly!”
Create blocks of color — all the yellow
tomatoes in one box, all the reds in another, for example. Masses of
color are more visible from a distance. Yellow is the most visible
color, so put it out front where it can be seen. Tilt your boxes and
baskets toward customers so they can see at a glance what’s available.
Take a sprayer with cold water and mist your produce often to keep it
fresh and glistening.
Cross-sell products with signs and recipe
cards, and by grouping items with suggestions for ways to use them
together. For example, put kale next to potatoes with a recipe for
Portuguese kale stew. Put basil near the tomatoes, and mint by the
radishes. Recipe cards are easy with Growing for Market’s Farm Fresh Recipes
, which contains 300 ready-to-copy recipe cards for fresh produce.
price signs on everything. People hate to have to ask the price. Use
volume pricing to encourage larger sales, e.g. $1 each or 6 for $5.
Create a traffic flow by placing bags on one end of the stand, the cash
register on the other.
Use signs to help you sell. While you’re busy
waiting on one customer, start the sales talk with the next customer
with interesting signs. Mention flavor, variety names, possible uses,
historical facts (e.g., “Thomas Jefferson’s favorite grape!”)
For more on market displays, pricing, insurance, and related issues, download a free copy of “Selling at Farmers Markets.” • Subscribe to Growing for
Market for the latest news and ideas.
from JSS Advantage July 2010.