Farmers’ markets that scale: keep them profitable as you grow in retail
I’ve spoken with a lot of clients lately about where to focus their time, energy and resources over the next 12 months. Surprisingly, Farmers’ markets keep showing up as a very important channel - cashflow, consumer feedback, and brand experience all-in-one.
And yet, many of you are also over it.
You’re tired, you don’t want to show up every weekend, and that’s okay.
You’re building a business to serve your life, not the other way around.
If you’re trying to weigh up the future role of farmers’ markets in your business, this article is for you. So you can decide if you stay in, how to optimise and treat it like a viable selling channel & marketing platform, rather than just a weekend gig.
Below are the key learnings I use with clients to supercharge the effectiveness of your farmers market slot, alongside retail and/or DTC (ecommerce sales).
Why farmers’ markets still matter when you’re scaling
Cashflow that compounds. Weekly sales create instant working capital while you build retail.
Real-time consumer feedback. Flavour tweaks, pricing signals, pack size - live and unfiltered.
High-touch brand experience. Your stall is a mini flagship. It’s where strangers become fans.
Retail halo. Markets give you proof of demand, loads of opportunities for content, and a way to direct these ‘tryers and buyers’ to your website and / or stockists. (see our free guide to “get your product on more shelves”).
Top tip: Treat the stall like a physical landing page. Clear headline, strong proof, one clear action you want your stall visitors to do.
Common traps (and simple fixes)
If you’re deciding whether markets still fit your future plans, it usually comes down to two paths: “markets are for me” (and I’ll optimise them) or “markets aren’t for me” (and I’ll focus elsewhere).
If you choose the first path (markets are for me), fix the usual friction points:
too many products,
feeling like you’re tied to the stall,
weak data capture,
or a stall that doesn’t showcase your brand
Once you’ve sorted those things, increased consumer demand at the markets will fuel that cashflow for expansion. Here’s how to optimise:
1) Range sprawl
The issue: Too many products (also known as skus) crush setup time and confuse shoppers. Stores won’t list nine flavours anyway.
Fix: Use markets to discover your hero range - what actually sells and has the same people coming back for more. Bring enough variety to learn, but keep the choice simple to avoid decision paralysis or the need for over-education. As you move toward retail, tighten to 1–3 hero product and use seasonal small-batch for testing with clear “limited edition” framing. And always be sure to look at profitability by product (see Pricing for Profit).
2) Founder bottleneck
The issue: You’re the only one who can run the stall. Sadly, exhaustion and resentment will inevitably follow.
Fix: Hire a markets lead before you’re at breaking point. Create simple guides: set up requirements, display map, sampling hygiene, marketing material, objection handling, cash and food safety, FAQs.
3) Data lost in the wind
The issue: Great chats, zero follow-up.
Fix: Use a QR sign-up with a small incentive and send a simple thank-you email or SMS after the market with one clear next step.
4) Inconsistent brand presentation
The issue: Messy table ≠ premium product.
Fix: A simple visual system: branded tablecloth, tiered risers, vertical signage, price board with one “best-seller” highlight, and a clear call-out for dietary credentials.
Watch-out: Don’t teach behaviours you can’t scale to retail (e.g., a niche label claim or oversized pack).
Move your markets from side hustle to supercharged sales engine
Make your stall a high‑ROI brand experience.
Lead with one clear benefit (not feature!), clear pricing, and simple badges (vegan/GF/local/awards) so shoppers get it in five seconds.
Turn foot traffic into ongoing consumers.
Use a QR sign‑up with a small incentive and send a short Sunday thank‑you with one action: buy online, find a stockist, or visit next weekend. Bundling is a great way to increase average purchase value and get more product in more peoples hands.
Build a simple feedback engine.
Point shoppers to a 60‑second survey and keep a quick tally sheet for taste/price signals. Review weekly and action one change. Templates live in the checklist.
Reward your regulars.
Offer refills or a simple loyalty card if relevant and make it visible at your stall - so your best customers feel seen and keep coming back.
Help shoppers buy again - and tell friends & family about it.
Add a visible “Where to Buy” board + QR code, plus a small card with three options: buy now, find near you, order online.
FAQs
Are farmers’ markets still worth it once I’m in retail?
Yes, if they build your ‘tribe’, enable you to continually improve your product, and direct shoppers to your retail stockists. If they’re draining you, pause and focus on systems first.
How many products should I take to a market?
Start with enough variety to learn, then narrow. As you move toward retail, plan on 1–3 hero products and use seasonal limited edition products with discipline.
What’s a good conversion or signup rate?
As a guide, aim for 8–12 email/SMS sign-ups per 100 shoppers and a steady repeat pattern from regulars. And remember ‘Quality over quantity’ as there’s no point in gaining a whole lot of followers, who then unsubscribe post the event.
How do I train staff to sell like me?
Get them to watch how you do it, several times. Share the background to the brand and product and what the key questions are likely to be. Give them the 10-second opener, the three most common objections, and a simple “close” line. Getting the right ‘fit’ is key here. This person is representing your brand so needs to be aligned with your values. Most importantly they need that energy and determination to take the ‘no thank yous’ and keep pushing forward - just like you would!
Determine the role of markets in your future growth plan
You don’t have to quit markets to look “grown-up.” Use them to discover your hero range, train support early, and make every stall a brand experience that builds your owned audience and fuels retail sell-through.
Want an always-on plan that turns market buzz into weekly sales? Explore the Marketing Momentum System.
Want a sales system to get you on more of the right shelves? Explore the Get Stocked System.
Crave community, network and the clear framework to nail your 12 month growth plan? Learn more about The Rise Food & Beverage Accelerator.
You’ve got this!