Transcript Slide 1

SELLING AT A CERTIFIED
FARMERS’ MARKET
SAN DIEGO COUNTY FARM BUREAU
WHAT WE’LL COVER TODAY
 San
Diego Ag Profile
 Laws and Regulations
 How to Choose a Market
 What To Sell
 Market Day Procedure and Materials
 Market Rules
 Market Fees
 Marketing Technique
 Food Safety Rules and Health Dept.
Regulations
The San Diego County Profile
12th largest farm economy among all counties in
the nation
 More than 200 different crops produced locally
 5500 farms - 145 “certified” producers
 8th largest regional population in the nation
 Many diverse communities
 Virtually no market days lost to weather
 Residents enjoy being outdoors and are health
conscious

The Local Opportunity

3,000,000 consumers in San Diego County
35 farmers’ markets
 8 new markets since June 2008 - 4 in planning


18,000,000 consumers in southern California
San Diego County FMs dominated by local growers
 L.A. and Orange County markets have many SD
producers


Farmers’ markets held in high esteem
Widely publicized in newspapers and lifestyle
magazines
 It’s all about “local”
 Buyers become committed patrons

CALIFORNIA LAW
CALIFORNIA LAW
 “A
certified producer may sell agricultural
products, which he/she has produced, at a
certified farmers’ market.”
 Certified
Farmers’ Market: “ A location
approved by the county agricultural
commissioner of that county where
agricultural products are sold by
producers or certified producers directly to
consumers.”
CALIFORNIA LAW
Who
can operate a
certified farmers’ market?
 Certified
producer
 Non-profit
 Local government agency
CALIFORNIA LAW
 Non-Certified
Sales
 Two markets operating simultaneously
 Pure vs. Mixed
FINDING A MARKET
FINDING A MARKET
 Visit

the markets – become familiar
www.sdfarmbureau.org
 Schedule

Which markets fit your schedule?
 Rules

Can you comply with the market rules?
 Product

Mix
Is there a market for something you can
provide?
FINDING A MARKET
 Travel

How far are you willing to drive?
 Each
market acts independently
 Market Manager
The manager ultimately decides who is
allowed to sell at the market.
 Ask about fees – markets are financed by
stall fees

 Space

Many markets have limited booth space and
you could be placed on a waiting list.
WHAT TO SELL?
WHAT TO SELL?
WHAT TO SELL?
 Diversity

vs. Specialization
Offer a range or specialize in one or two crops?
WHAT TO SELL?
 What

can you or do you grow?
Your resources determine what you can
produce.
 What
are other people selling?

Is the market full of certain crops already?

Can you grow something few other people are
selling?
MARKET DAY
MARKET DAY
Booth
setup

Arrive by prescribed set up time.

Consult with manager for space
assignment.

Set up and display.
MARKET DAY
 Certified
Producer List

Display it.

Only sell those
products on your list.
MARKET DAY

Money Handling
Have sufficient change on hand.
 Secure your cash.
 Keep the bill you are changing visible.

MARKET DAY

Certified Scale

You must use a scale certified by Ag Weights and
Measures.
MARKET DAY

Bags

Provide take-away bags for your customers.
MARKET DAY

Containers

To transport and
display your product.
MARKET DAY

Signs
Prices, advertising, educational.
 What would you want to know as a customer?

MARKET DAY
 Display

items
Tape, scissors, markers, material (cardboard,
paper), zip ties
 Business

Pens, calculator, sales record book, business
cards, notepad
 Personal


items
comfort
4 hour market is standard
Water, chair, comfortable shoes, snack
 Fees

Pay market fees at end of each market day.
MARKET DAY
 Load
List
 Fill it out accurately.
 Report all sales.
 Fees
 Pay
day.
market fees at the end of each
MARKET RULES
MARKET RULES
 Read
them carefully
 Time


Be on time to the market.
Stay for the full event, do not leave early.
 Booth

Setup
Management determines location, size and
acceptability.
 Safety

Always act in a safe and responsible
manner. Comply with all safety
regulations.
MARKET RULES
Cleanliness
 Keep your space clean.
 Provide a trash receptacle for your customers.
 Behavior
 Unacceptable behavior can result in removal
from the market.
 Conflicts
 Market rules have mediation guidelines.

MARKET FEES
Fees
 Traditionally,
producers pay a set
percent of their daily sales to
management in cash at the end of
the day.
 Some markets charge a flat fee.
 Some markets charge a
combination of flat rate and/or
percentage.
MARKETING
TECHNIQUES
MARKETING TECHNIQUE

How much produce should I bring?
Bring enough for the day.
 Make it look full.

MARKETING TECHNIQUE

Stall
Make it stand out
 Organized, clean, colorful

MARKETING TECHNIQUE
Signs
 Information

Prices and variety
 Education

Educate your customers and keep them
coming back.
 Promotion

Tell customers who you are.
 Position

Don’t hide the signs, above eye level is easier
to see.
MARKETING TECHNIQUE
Brand
Yourself
 Customers
will become loyal to you
and tell their friends.
 Create personal relationships.
 Make it easy for people to find you.
MARKETING TECHNIQUE
Food
Assistance Dollars
 WIC
 EBT
GETTING READY
FOR MARKET
GETTING READY FOR MARKET
 Certification
 Stall
Canopy (quality), tables, table
cloths, chair, containers
 Signs
 Scale
 Bags
 Change
 Money Security

FOOD SAFETY
RULES
HEALTH DEPARTMENT REGULATIONS
Sampling







Plastic gloves
Sanitary distribution (toothpicks)
Non-absorbent cutting surface
Handwash station with potable water
Samples kept in a covered container
Samples cleaned with potable water
Samples disposed of 2 hours after
cutting
HEALTH DEPT. REGULATIONS
HEALTH DEPT. REGULATIONS
 Value





Added Products
Processed certified products
New state regulations being written
now will define what can be sold
within CFM
Currently “a simple process”
Products regulated by Dept. of Ag and
Dept. of Environmental Health
Must comply with Health Dept.
regulations
HEALTH DEPT. REGULATIONS
Open

vs. Closed Containers
Food and Agricultural Code, Section
47002 (C)
All fresh fruits, nuts, and vegetables
sold in closed consumer containers
shall be labeled with the name,
address, and ZIP code of the producer,
and a declaration of identity and net
quantity of the commodity in the
package.
QUESTIONS?
CONTACTS

San Diego County Farm Bureau
1670 E. Valley Parkway, Escondido, CA. 92027
 (760) 745-3023
 www.sdfarmbureau.org


San Diego Dept. of Ag, Weights and Measures
5555 Overland Ave. Suite 3101, San Diego, CA 92123
 334 Via Vera Cruz, Suite 150, San Marcos, CA 92078
 (858) 694-2778


San Diego Dept. of Environmental Health
1255 Imperial Ave., 3rd Floor, San Diego, CA 92101
 (619) 338-2222
