Para la versión en español, haga clic aquí. | Jessie Eby contributed to this blog.
Coordinating a successful farmers market is a rewarding experience that comes with opportunities for growth and learning.
We’ve gathered advice from five farmers market managers to help you plan for your upcoming market season. From marketing strategies to vendor relationships, these managers are spilling the beans on how they’ve built, sustained, or improved their local farmers markets.
1. How do you advertise your farmers market?
Social media is a great way to get the word out about your farmers market. Loretta Brenton, market manager of the Red Oak Farmers Market in Red Oak, Iowa, uses multiple forms of advertising, but has found the most success with Facebook.
“I make several posts a week, and a few more if we are having entertainment and food trucks,” she said. “People seem to like my posts. Our followers forward them to their friends, family, and farmers.”
2. How can we increase attendance?
A great selection draws people in and keeps them coming back, according to Kathy Dirks, co-manager for the Welcome Center Farmers Market near Missouri Valley in Harrison County, Iowa.
“Diverse options give people choices,” she said. “Not everyone likes the same things, so it’s very important we not only have tomatoes, but we have eggplant and peppers and fruit, etc. You could come here and basically buy a full meal from different vendors.”
The Welcome Center Farmers Market offers shoppers more than meat and produce.
“For a while there weren't very many places to purchase things in this area,” she said. “The market gives people an alternative place to buy gifts or food. We have a rule that vendors are required to ‘grow, make, or bake’ their products, and we want to support those folks and get them off the ground to help people enhance their businesses.”
3. How can we reach underserved populations?
When vendors can accept a variety of payment forms, people from all backgrounds are able to shop. Erin Lewis, Kearney Area Farmers Market manager, serves as the Supplemental Nutrition Assistance Program (SNAP)/Double Up Food Bucks (DUFB) coordinator. With these services, market vendors can accept a variety of payments including cash, credit/debit card, check, Venmo/Cash App, and Apple Pay.
And, there’s “market bucks.”
“To use market bucks, you stop by the information tent and run your card/Apple Pay for the amount you need in increments of five,” Erin said. “We then give you that amount in market bucks to spend within the market. All vendors accept market bucks.”
4. How can we engage our diverse community?
Adding entertainment has been an effective tactic for attracting diverse audiences at their farmers market, according to Schuyler Area Chamber of Commerce Executive Director Audra Jedlicka.
"We went above and beyond to make sure it was family-friendly,” Audra said. “We included the schools to have the cheerleaders and dance team perform and we bring in music. We try to select diverse bands that meet different cultures, and focus on what families would like to have there. We host a lot of kids' activities as well."
The Schuyler Farmers Market’s new location also boosted attendance and ushered in an array of new vendors. Their new home offers more shade, better parking, and plentiful room for entertainment.
“We made the move because there’s a lot of activity happening in this area,” she said. “There’s a golf course and frequently visited parks, so we knew the visibility would be better.”
5. How can we attract new vendors?
Fostering relationships among vendors and customers is essential for retaining and attracting vendors, according to Margaret Brady, market manager of The Market at The Mill in Shenandoah, Iowa.
“All of these people have big dreams,” she said. “Our goal is the development of a relationship between the vendors and their customers while they are selling their products at the market. They are not only buying their products, they are also making friends.”
Margaret said these relationships have developed during their first few markets.
“My personal goal is to help vendors grow to full time if that is their dream,” Margaret said. “We provide them with all of the tools to be successful in growing and expanding their businesses.”
How the Center for Rural Affairs can help
If you’re interested in starting or expanding a farmers market in your community, the Center has the resources you need to be successful. Learn more about farmers market resources here.
In 2025, five markets in Nebraska or Iowa will be chosen to receive resources and assistance through a project called Rural Farmers Market and Local Food Access in Nebraska and Iowa, presented by the Center and Buy Fresh Buy Local Nebraska. This project will provide resources and one-on-one counseling to managers and vendors. Apply by Feb. 28, 2025, at this link.
Farmers Market Promotion Program
The Farmers Market Promotion Program (FMPP), administered by the U.S. Department of Agriculture, supports direct producer-to-consumer marketing channels. The program aims to provide managers with the resources necessary to develop, improve, and expand their local farmers markets.
