Catt Fields White is the founder and CEO of Farmers Market Pros, the director of San Diego Markets, and the founder of the Little Italy Mercato in 2008 as a source of fresh food for her neighborhood in San Diego, California. In this interview, we draw on her years of experience helping growers figure out if farmers markets are the right outlet for their farms and then setting them up for success at markets. We discuss the challenges she faced in founding the Little Italy Mercato, how it has become San Diego County's largest weekly year-round market, and how that experience led to the founding of Farmers Market Pros.

This interview has a lot of practical ideas for success at farmers markets, and some to avoid, including why racing to the bottom on price isn’t a good idea. We discuss the four Ps of market success (product, packaging, people and professionalism). We also talk about how much to specialize, how much to diversify, and much more from Catt’s years of experience running farmers markets and helping farmers succeed at them.


Connect With Guest:

Instagram: @farmersmarketpros

Facebook: Farmers Market Pros


Email: [email protected]


Podcast Sponsors:

Huge thanks to our podcast sponsors as they make this podcast FREE to everyone with their generous support:



Farmhand - Tired of admin work and technology trouble? You need Farmhand on your team. Farmhand is the all-in-one software platform and virtual assistant built by and for independent farmers. Through a simple text or email to Farmhand, you can offload admin tasks, automate your CSA, update your website, and sell more to your customers. Learn more and take the quiz to see how much you can save at



Bootstrap Farmer offers a complete range of growing supplies including heat mats, ground cover, frost blankets, silage tarps, irrigation, and trellising. They also make all-metal, all-inclusive greenhouse kits, constructed of steel made in the USA and fabricated in Texas. Their heavy-duty, Midwest-made propagation and microgreens trays will last for years and are available in a full spectrum of colors. For all that plus experienced support for everything they sell, check out Bootstrap Farmer at


Subscribe To Our Magazine - all new subscriptions include a FREE 28-Day Trial