Boost Farmers' Market Success: Tips from Peru and U.S. Markets

Elsa María Arriarán

Agricultural engineer

5 min read
17/09/2024
Boost Farmers' Market Success: Tips from Peru and U.S. Markets

Farmer´s market success: Insights and lessons from Agroferias Campesinas and U.S. Farmers

Walking down the aisles of Agroferias Campesinas in Lima, Perú, one encounters the dream of every person who has studied the agricultural supply chain´s difficulties: the small producer selling directly to the urban consumer.

"Agroferias Campesinas, or peasant farmers' market, is a Sunday street market in a middle-class neighborhood of Lima."

It is a topic that has been studied for years, and somehow, farmers' markets provide a vital platform for small producers to connect directly with consumers. However, success in these markets requires more than just setting up a booth and offering produce; it requires a story, branding, and some marketing. U.S. farmers and participants in Peru's Agroferias Campesinas have shared valuable strategies for improving sales, fostering customer loyalty, and making these markets a thriving experience for both vendors and consumers. Below, we will outline some proven techniques implemented in various markets, helping producers create lasting impressions and drive profitability.

  • Presentation and appearance matters

In any market, presentation is key. The way you set up your stand can greatly influence a customer's decision to stop and engage with your products. A clean, organized, and abundant display signals professionalism and quality. For instance, in the U.S., farmers are encouraged to continually replenish produce so that displays always appear full. Techniques such as using tilted baskets and rearranging products to maintain a sense of abundance are effective even when inventory is running low. In the Agroferia Campesina in Peru, the presentation also played a central role in its success. Farmers who attended workshops on customer service and stand organization were better able to attract buyers. Physical signs that indicate the farm’s location, production methods (e.g., organic practices), and special product attributes like "heirloom varietyorunsprayedis another proven method for boosting interest. Given that Peruvians are proud of their origins, producers display information about the regions their products come from, reinforcing the value of local, fresh, and sustainable agriculture.

  • Connecting with the customers

One of the biggest draws of farmers' markets is the ability for customers to build a relationship with "their farmer." People are increasingly interested in the stories behind their food. By sharing details about your farm’s history, production practices, and values, you create a personal connection that can turn a one-time buyer into a loyal customer. In Agroferias Campesinas, this personal connection is emphasized. Many vendors share stories about the origins of their produce, their families, and the traditions that have shaped their farming methods. This emotional connection is crucial, as customers often feel more invested in buying from farmers they know, who confide in them their struggles in exchange for being part of their story.

  • Importance of engaging with customers

Salespeople at your booth are not just selling produce; they are representing your entire farm. Employees should be knowledgeable, approachable, and prepared to answer customers' questions. In the U.S., it's common to see salespeople engage customers by asking about their preferences, offering cooking tips, or suggesting ways to enjoy the product. This helps create a positive shopping experience that goes beyond just the transaction. Similarly, at Agroferias Campesinas, producers try to engage shoppers in conversation. The warmth and hospitality of the vendors, combined with their deep knowledge of their products, draw customers in. Many of the vendors are family members who take pride in passing down farming knowledge through generations.

Farmer´s market success

  • Quality and consistency

The quality of the produce is essential. Both in the U.S. and Peru, ensuring that fruits, vegetables, and other products are fresh and handled properly is key to building a reputation. Shaded market stands, coolers to store sensitive produce, and proper post-harvest handling techniques can preserve freshness throughout the day. By keeping products in good condition, even during long market hours, farmers can ensure customers get produce that lasts longer and tastes better. In Agroferias Campesinas, the producers pride themselves on offering high-quality products at accessible prices. This has debunked the myth that healthy, local food is only for the wealthy. Moreover, many farmers use traditional techniques for drying herbs or preserving fruits, adding a unique appeal to their offerings.

  • Once upon a time, there was a farm…

The story behind the products is often just as important as the products themselves. Whether through photos of your farm or descriptions of your production practices, providing customers with this information can build trust and help justify premium prices. At Agroferias Campesinas, vendors often include maps and photos of their farms, giving customers a glimpse into the agricultural process. The focus on locally sourced, healthy products reinforces the message of sustainability, quality, and tradition. At the end of the day, it's about bringing the farm to the city. 6. Local initiatives and community support In Peru, Agroferias Campesinas have played a transformative role in connecting small producers with urban consumers.

These fairs provide a space where producers can sell directly to the public, bypassing intermediaries and reducing costs for both parties. This model has successfully empowered women entrepreneurs and created a sense of community around local food systems. However, the success of these initiatives also depends on the support of local governments and communities. For example, recent challenges faced by Agroferias Campesinas in securing a permanent location highlight the need for continuous advocacy to protect these vital markets. This mirrors efforts in other parts of the world where farmers' markets rely on strong community backing to survive. Conclusion Whether in the U.S. or Peru, farmers' markets offer invaluable opportunities for small producers to sell directly to consumers, build relationships, and enhance their brands.

The lessons learned from the Agroferias Campesinas in Peru, alongside proven strategies from U.S. markets, provide a strong foundation for any vendor looking to thrive in the dynamic world of farmers' markets. And you, are you ready to boost your stand's sales?

Further reading

Agribusiness

Empowering Small-Scale Farmers: Strengthening Market Access and Value Chains

Farmer Producer Organizations: A Way to Increase Smallholder Farmers’ Income

Contract Farming: Bridging the Gap Between Farmers and Buyers

Involving Family Farmers in Value Chains: Who benefits?

How Agricultural Marketing Cooperative Unions Strengthen Food Security for Smallholder Farmers