Fresh Produce and Business Insights
Tweet ThisWhy The Thing With Local Farmers Markets?
produce from local farmers market
5 Lessons Learned From Local Farmers Markets
Living in Philadelphia, one of my weekly pleasures is to go to one of the local farmers markets. I’ve been to Rittenhouse Square, HeadHouse and Redding Terminal Market. Lately, I go on Sundays to the new market on Front Street near Hope. It is in its initial stages and getting the kinks out.
I’m due for a visit to Redding actually. I know my fish guy Eduard is wondering what happened to me. Al, my butcher already knows I’ve been busy because I ran into him on the El. Point being I still favor the same stalls whether in one city or another. I still favor connecting.
1. Consistency is Key
The local farmers markets I frequent tend to be the friendly ones. The places where you can say “hey my husbands steak was chewy last week. Is it my cooking or should we try a different cut?”. And they say, “try this, I won’t charge full price. You let me know if you like it next week”. There is a certain familiarity involved. I’m not trying to get anything free, but I do typically shop where they earn my business and respond to my needs. In return, they get consistent business. Great ROI.
2. Brand Loyalty is Good For Business
Now if you are someone I don’t buy from, let me explain. Either I just don’t need what you are selling. Or, you are flat out too expensive. I understand you represent fresh and organic. That your product is good quality. No argument.
Peaches at Rittenhouse Square Market
But local farmers markets should want return business (see point #1). All businesses should want return business – what I am even saying! They should spend some time understanding the neighborhood – their client and audience. And many do. It’s what makes them enjoyable to support.
3. Don’t Take Your Audience For Granted
The newest market in Philly that I’m watching is the one in Olde Kensington/Fishtown. There are some things I think are well done, some that are evolving, and some that a few of us are perplexed by. Remember, I build relationships and that involves talking to flesh out interesting data.
The Artists Joined the Outdoor Market on Front Street
I’ll give an example. Around here, the rare house has a flower garden. Apart from the small selection at Acme, I have seen some local florists sell their bouquets both at this new market and at Riverwards.
Now Riverwards is a bit overpriced. But it sells produce that is fresh and local so I do go. I’m definitely drawn to the flower sections at these places, but there is no way I am going to pay $18 + for wild flowers. I feel this price is exorbitant. I can’t justify it my grocery budget. Instead, I’ll just go across to Greensgrow and buy a $5 fern. The few people I mentioned this to agree. Don’t take advantage of your community people. It isn’t going to work for you long term.
4. It’s Not All Luck so Strategize
The wild flower controversy makes me wonder- does this stall have a long term strategy? Do they appreciate the value of consistent buyer loyalty? By comparison, there are some folks who are really making an effort. They seem to want the market to grow and expand. Hellos are interchanged along with very light conversation. Cudos to Lost Bread and Good Spoon.
5. Relationship Building is Key
Relationship building is a cornerstone of successful local businesses. In this case, I am sure the local farmers markets in Philadelphia would agree. I’m certain its a key component of success period. Today’s customer wants to shop where it’s responsive. If not, you wouldn’t care if your site was mobile friendly. FYI if I ever post on your social media feed and you don’t answer, I hit delete. Let’s keep the ‘social’ in social media please.
Check out a local farmers market and see what it teaches you about brand identity, engagement, and strategy. Stop and enjoy the bread, soup, food trucks, PA cider, produce and more along the way. It’s a really nice way to learn and #livelocal.
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