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 producerNon-profitLocal government agency

CALIFORNIA LAW Non-Certified Sales

Two markets operating simultaneously

Pure vs. Mixed

FINDING A MARKET

FINDING A MARKET

Visit the markets – become familiarwww.sdfarmbureau.org

ScheduleWhich markets fit your schedule?

RulesCan you comply with the market rules?

Product MixIs there a market for something you can

provide?

FINDING A MARKET

TravelHow 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

SpaceMany 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 itemsPens, calculator, sales record book,

business cards, notepad Personal comfort

4 hour market is standardWater, chair, comfortable shoes, snack

FeesPay market fees at end of each market

day.

MARKET DAY

Load ListFill it out accurately. Report all sales.

FeesPay market fees at the end of

each day.

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.

SafetyAlways act in a safe and responsible

manner. Comply with all safety regulations.

MARKET RULES

CleanlinessKeep your space clean.Provide a trash receptacle for your

customers. Behavior

Unacceptable behavior can result in removal from the market.

ConflictsMarket rules have mediation guidelines.

MARKET FEES

FeesTraditionally, 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 TECHNIQUESigns

InformationPrices and variety

EducationEducate your customers and keep them coming back.

PromotionTell customers who you are.

PositionDon’t hide the signs, above eye level is easier to see.

MARKETING TECHNIQUE

Brand YourselfCustomers will become loyal to

you and tell their friends.Create personal relationships.Make it easy for people to find

you.

MARKETING TECHNIQUE

Food Assistance DollarsWICEBT

GETTING READY FOR MARKET

GETTING READY FOR MARKETCertificationStall

Canopy (quality), tables, table cloths, chair, containers

SignsScaleBagsChange Money Security

FOOD SAFETY RULES

HEALTH DEPARTMENT REGULATIONSSampling

Plastic glovesSanitary distribution (toothpicks)Non-absorbent cutting surface Handwash station with potable

waterSamples kept in a covered containerSamples cleaned with potable waterSamples disposed of 2 hours after

cutting

HEALTH DEPT. REGULATIONS

HEALTH DEPT. REGULATIONSValue Added Products

Processed certified productsNew 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 HealthMust comply with Health Dept.

regulations

HEALTH DEPT. REGULATIONSOpen 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