1 / 44

Selling at a Certified Farmers’ Market San Diego County Farm Bureau

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

edda
Download Presentation

Selling at a Certified Farmers’ Market San Diego County Farm Bureau

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Selling at a Certified Farmers’ Market San Diego County Farm Bureau

  2. 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

  3. 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

  4. 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

  5. California Law

  6. 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.”

  7. California Law • Who can operate a certified farmers’ market? • Certified producer • Non-profit • Local government agency

  8. California Law • Non-Certified Sales • Two markets operating simultaneously • Pure vs. Mixed

  9. Finding A Market

  10. 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?

  11. 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.

  12. What To Sell?

  13. What To Sell?

  14. What To Sell? • Diversity vs. Specialization • Offer a range or specialize in one or two crops?

  15. 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?

  16. Market Day

  17. Market Day • Booth setup • Arrive by prescribed set up time. • Consult with manager for space assignment. • Set up and display.

  18. Market Day • Certified Producer List • Display it. • Only sell those products on your list.

  19. Market Day • Money Handling • Have sufficient change on hand. • Secure your cash. • Keep the bill you are changing visible.

  20. Market Day • Certified Scale • You must use a scale certified by Ag Weights and Measures.

  21. Market Day • Bags • Provide take-away bags for your customers.

  22. Market Day • Containers • To transport and display your product.

  23. Market Day • Signs • Prices, advertising, educational. • What would you want to know as a customer?

  24. Market Day • Display items • Tape, scissors, markers, material (cardboard, paper), zip ties • Business items • Pens, calculator, sales record book, business cards, notepad • Personal comfort • 4 hour market is standard • Water, chair, comfortable shoes, snack • Fees • Pay market fees at end of each market day.

  25. Market Day • Load List • Fill it out accurately. • Report all sales. • Fees • Pay market fees at the end of each day.

  26. Market Rules

  27. 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.

  28. 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.

  29. 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.

  30. Marketing Techniques

  31. Marketing Technique • How much produce should I bring? • Bring enough for the day. • Make it look full.

  32. Marketing Technique • Stall • Make it stand out • Organized, clean, colorful

  33. 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.

  34. 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.

  35. Marketing Technique • Food Assistance Dollars • WIC • EBT

  36. Getting Ready For Market

  37. Getting Ready For Market • Certification • Stall • Canopy (quality), tables, table cloths, chair, containers • Signs • Scale • Bags • Change • Money Security

  38. Food Safety Rules

  39. 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

  40. Health Dept. Regulations

  41. 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

  42. 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.

  43. Questions?

  44. 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

More Related