I’m a Farmers Market fan. I love going to a well stocked market, talking to farmers and giving them money for their products. Farmers Markets are a connection to farming we lost when supermarkets took over in the 1950’s. On the other hand, as a farmer I cringe when asked to participate in another market.
The Good
Farmers markets are great for consumers and well attended markets, where consumers come to purchase, are a blessing for participating farmers. At Miles Smith Farm we’ve found only two markets that meet these criteria, Concord, NH Winter Market and Concord, NH Summer Market. After trying hard we have dropped out of most other markets. We love the look and feel of every market. We love talking to consumers and sharing our story. We love the concept of direct farm sales. But there is so much not to love as well.
The Bad
When packing for the market we have to guess what consumers will want that day. We sell frozen meats so the guessing is different by season. Vegetable farmers face the same difficult packing choices. We pack the meat to keep it frozen which can be tricky on hot summer days. Vegetables wilt in the hot sun. What doesn’t sell comes home with about 10% loss because of broken seals, semi thawed product and rough handling. I’ve spoken to vegetable farmers and they, too, lose vegetables to wilting and handling.
Not only is product lost to handling but the farmer’s time is spent packing up, selling and unpacking products. Summer is one of the busiest times for farmers and taking 5-6 hours for each market cuts dramatically into time left for tending crops or animals. The solution is to hire someone to manage each market. If the farmer is lucky enough to find a competent person to work each market, labor costs, with insurance and workman’s compensation, can run to about $100 for each market. Together labor, transportation and product loss can cost the farmer $150-$200 per market.
Profits?
Typically a farmer will make 30% profit on the products sold, so for $500 of sales they will gross $150 for the day. Take $150 of cost from $150 gross and guess what? The farmer has made nothing. Yes, the farmer will make friends and share their story but remember, “No margin, no mission.” If the farmer makes nothing at the market why should they continue to participate?
The New
Is there a solution. Pre-Ordering is a new concept that helps the farmer, gives great value to the consumer and could be the life raft farmers markets need. At Miles Smith Farm we call it the “Smart Buyers Club.” We offer consumers a choice of several ten to twelve pound fixed price packages. We also offer 10% discount on pre-ordered items from our price list. During the week our store staff packages the products which we deliver to the customer at the market. This removes guess work, eliminates damaged products and we can pack up orders when we have time prior to the market. Pre-ordering can work for any farmer. Not only does it work for the farmer it can give the consumer a discount for locally-raised and delicious foods.
Everyone wins with this model. The consumer gets a discount, the farmer knows what to bring to the market and product loss is eliminated. What do you think? Are you a “Smart Buyer” willing to help farmers make a living while you eat locally-raised meats and vegetables? We would all have to change. We would have to change our buying and selling habits but maybe it’s time? Let me know what you think.
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