ASAP's Farmers Market Toolkit

FARMERS MARKET 

TOOLKIT 

asapconnections.org Farmers Market Toolkit 

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FARMERS MARKET 

TOOLKIT 

September 2024 

Written and compiled by ASAP staff. For more resources visit asapconnections.org. 

Copyright ©2024 Appalachian Sustainable Agriculture Project (ASAP). Permission granted to reproduce for 

personal or educational use as long as the document is not altered and this copyright notice is affixed. 

ASAP’s Farmers Market Toolkit was produced with support from the Community Foundation of Western North 

Carolina. Funding for this project was also made possible in part by the U.S. Department of Agriculture (USDA) 

Agricultural Marketing Service under grant no. 21FMPPNC1066-00. Its contents are solely the responsibility 

of the authors and do not necessarily represent the official views of the USDA.

Table of Contents 

Market Operations and Management 3 

Governance, Rules, and Policies ..................................................3 

Market Operations ..........................................................................7 

Vendor Management ...................................................................11 

Diversity, Equity, and Inclusion ..................................................13 

SNAP at Markets ..........................................................................15 

Funding the Market ......................................................................17 

Market Assessment & Data Collection ....................................19 

Marketing, Promotion, and Outreach 21 

We Need More Marketing! ..........................................................21 

Market Appeal .............................................................................23 

Marketing ....................................................................................25 

Engagement Activities .................................................................31 

Outreach ........................................................................................37 

ASAP Support for Farmers Markets 38 

Additional Resources 40 

asapconnections.org 

Farmers Market Toolkit 

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ii Farmers Market Toolkit asapconnections.org

Introduction 

Farmers Market 

Toolkit 

Farmers markets lie at the heart of the local food movement. These hubs of activity bring 

farmers directly into contact with customers, providing a vibrant space for commerce, 

community, and education. When successfully managed, markets build excitement for local 

food and drive demand for change throughout the food system. But thriving markets don’t 

happen spontaneously. They require thorough planning, careful attention to management 

and regulation, and effective marketing. 

This toolkit is a collection of information, resources, and best practices for farmers markets in 

the Appalachian Grown region. The text was compiled by ASAP staff based on the experience 

and expertise of individual markets and managers. It is intended to provide support for 

professional market management and to help sustain the success of markets in promoting 

local food and farms. 

Part one captures elements of market operations and management that are common to 

successful markets and foundational for effective market management. Part two, initially 

published in 2021, focuses on marketing, promotion, and outreach and is intended to help 

market managers increase sales to existing customers, improve customer retention, and 

expand the customer base. 

ASAP (Appalachian Sustainable Agriculture Project) is a nonprofit based in Asheville, NC, 

serving the Southern Appalachian region of Western North Carolina and bordering counties in 

Virginia, Tennessee, Georgia, and South Carolina. ASAP’s mission is to help local farms thrive, 

link farmers to markets and supporters, and build healthy communities through connections 

to local food. 



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Market 

Operations and 

Management 

Governance, Rules, and Policies 

Business Structure 

Farmers markets can be organized under a variety of structures, 

rules, regulations, and expectations. Many smaller community 

markets operate as an informal group of vendors with a shared 

understanding of how decisions are made and how the market 

will operate. More formal structures often involve a board or 

leadership group that develops, documents, and implements 

market rules and regulations. Markets might also be 

established as programs of a nonprofit, local government, 

or community organization and operate under an existing 

organizational structure. 

To operate as a legal entity, farmers markets should consider 

the appropriate business structure, which could include sole 

proprietorship, partnership, limited liability company (LLC), forprofit 

corporation, nonprofit, or cooperative. It is best practice to 

secure professional guidance in this process, as the best choice 

will depend on many factors specific to the market. For a more 

detailed look at the process of becoming a 501(c)3 nonprofit, 

see the case study from River Arts District Farmers Market on the 

following pages. 

However a market decides to govern itself, decisions must 

always be framed in terms of what’s in the best interest of the 

market. It can be challenging to accommodate the competing 

interests of vendors, customers, and management, but all must 

accept and demonstrate a shared commitment to the market’s 

overall success. 


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Case Study: 

Becoming a 501(c)3 Nonprofit Farmers Market 

Note that this case study does not constitute legal advice. If your 

market is interested in becoming a nonprofit, it is recommended 

that you seek legal support from an attorney in your state. 

The River Arts District Farmers Market is a vibrant 

weekday market held Wednesdays year-round in 

Asheville. The market hosts 25 to 35 vendors each 

week. The mission is to promote locally produced 

farm, food, and craft products in the Rivers Arts 

District and surrounding areas by holding a weekly 

tailgate market, and to stimulate public interest 

in and access to these local products through 

educational outreach and market promotional 

efforts, thereby, supporting, preserving and 

improving the quality of rural and urban life in 

Western North Carolina. 

Prior to 2022, the market struggled to establish 

consistency in vendors and customers 

following multiple relocations and inconsistent 

management. Seeking to build stability within the 

governance and operations of the market, the 

board and management began exploring options to 

form a new legal entity. There were several options 

available, and after significant deliberation it was 

determined that a 501(c)3 nonprofit corporation 

best met the needs of the farmers market at the 

time of founding. The benefits of forming a 501(c)3 

nonprofit included: 

● Increased ability to focus on growing the 

charitable aspects of the market, such as 

educational activities and materials 

● Legal protections for officers 

● Tax-deductibility for private donors 

● Social recognition 

● Eligibility for grants 

● Ease of yearly tax filing 

Steps taken to obtain 501(c)3 status: 

1. Created bylaws. Bylaws serve as the guiding 

force for how the organization is governed. 

Some key elements of the bylaws are a mission 

statement, the process for electing board members 

and what board responsibilities include, and a 

dissolution clause. The bylaws do not include 

operational aspects of the market such as how 

vendors are selected, marketing strategies, 

sponsorship guidelines, etc. 

2. Identified founding officers. After the guidelines 

for board member roles were outlined in the 

bylaws, the market sought individuals who would 

serve as the founding officers of the corporation 

and hold board roles through the initial terms 

detailed in the bylaws. 

3. Filed Articles of Incorporation with the state of 

North Carolina for a nonprofit corporation. This 

process was completed through the Secretary 

of State website. The Articles of Incorporation 

are primarily to provide identifying information 

about the organization (such as names of officers, 

address, etc.) to the state. 

4. Received Employer Identification Number (EIN). 

An EIN number is a unique identifying number 

assigned to registered businesses which is used 

for a variety of legal and business applications, 

instead of using a personal social security 

number—which reduces the liability held by the 

organization’s officers. Articles of Incorporation 

that were completed and approved by the state 

were required to receive an EIN number. 

4 Farmers Market Toolkit asapconnections.org

5. Applied for 501(c)3 status using form 1023EZ. 

After incorporating as a nonprofit in the state 

of North Carolina, the market chose to apply 

for the federal designation of 501(c)3 nonprofit 

corporation. It is this designation that signifies the 

organization has a charitable purpose and that 

donations to the organization are tax deductible. 

This process was completed online and required 

consultations with a lawyer to ensure the 

paperwork was completed correctly. 

Ongoing maintenance of the 

organization: 

On the federal level, with an annual budget of 

less than $50,000 per year, the River Arts District 

Farmers Market is eligible to file form 990-N for 

annual tax reporting, in addition to filing 1099- 

NEC forms for contracted labor. These forms are 

simple to complete, relative to other business 

structures, and do not require expensive programs 

or accountants to file. 

On the state level, the market is required to submit 

an annual report which signifies the corporation is 

still in operation and provides current identifying 

information to the state. 

Based on the bylaws, the process of transitioning 

board members is already determined and can be 

followed as written when terms begin to expire. 

Immediate benefits: 

After obtaining 501(c)3 status in September 2022, 

the market immediately began to experience 

tangible benefits. 

The market was able to secure several significant 

private donations to support its educational 

mission, in addition to joining special promotional 

programs and collaborations with businesses 

looking to partner with local nonprofits. These 

donations will support educational community 

events centered around the changes of the 

seasons. 

The use of the term “nonprofit” on signage for 

market merchandise has increased merchandise 

sales and sales of special fundraiser items. 

The subtle value of customers recognizing and 

appreciating that the market serves as a charitable 

nonprofit entity cannot be understated. 

By crafting a mission statement as part of the 

process of creating bylaws, the market has been 

able to continually evaluate decisions and changes 

as either supporting or diminishing the market 

mission. This has enabled a more unified board 

and management team as there is a clear, shared 

vision of what role the market seeks to have in the 

community. An organized entity also increases the 

capacity for institutional memory and will ease the 

process of transition when there are changes in 

market management. 

Through this process, it has been affirmed that 

the sole function of farmers markets does not 

necessarily have to be a place for local businesses 

to consistently make a profit on their products. 

Markets can serve as connective social hubs 

that work to support their community through a 

greater mission of collaboration and education. 

The market looks forward to continuing to grow in 

this direction and hopes to do so alongside other 

kindred markets. 



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Leadership and Oversight 

Market leadership models vary widely. There is 

not a one-size-fits-all approach. A formal nonprofit, 

for instance, might have an established board 

structure required for operating. A community 

market might share or rotate roles and 

responsibilities among vendors. Whatever structure 

is adopted, success depends on three elements: 

clearly defined roles, realistic expectations, and 

effective communication. 

The roles and responsibilities of market leadership 

include: 

Create an organizational structure and processes 

(i.e., formal bylaws). Establish guidelines, 

procedures, and policies governing how the 

leadership group will function. Identify leadership 

roles and responsibilities, expectations, and 

delegation. Define the process for the election or 

designation of representative leadership positions 

and responsibilities. 

Manage finances. Implement funding strategies 

(e.g., grants, sponsorships, donations, fees, etc.). 

Determine priorities for expenditures. Create a line 

item budget. 

Oversee market manager and staff. Recruit and 

hire staff. Supervise staff. Work to retain staff. 

Maintain a positive vendor and community 

environment. Frame decisions based on what’s 

in the overall best interest of the market. Ensure 

standards of professionalism. Support the 

resolution of formal complaints and referred rules 

violations. 

Rules and Regulations 

Market rules and regulations need to strike a 

balance between providing a sufficiently detailed 

framework for market vendors while allowing the 

manager or market leaders to exercise reasonable 

discretion as needed. It is important to keep 

in mind that rules are not ends in themselves. 

Challenging issues or unforeseen circumstances 

can require revising rules or policies to refocus on 

intended outcomes. It can also be helpful, when 

confronted with uncertainty, to test a new approach 

while clearly communicating that a new policy will 

be revisited and reconsidered if needed. 

It can be helpful to compare published rules 

and regulations from several markets and pick 

and choose the elements most appropriate for 

your market. Samples of market rules are widely 

available for research and review. Most include: 

● Mission statement and organizational 

structure that captures decision-making 

roles (separate from formal bylaws or other 

document) 

● Provisions for the election or designation of 

leadership positions and responsibilities 

● If the market is staffed, listing the 

responsibilities of the manager or market 

assistant 

● Definition of vendor status, fees, policies, 

requirements, etc. 

● Market schedule, times, site plan provisions, 

and operational details 

● Policy statement for regulatory requirements 

● Clear process and procedures for the 

enforcement of rules and policies 

● Process for handling complaints or 

grievances 

● Risk management, insurance, and hold 

harmless provisions 

● Outline of process for amending and 

updating rules 


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Market Operations 

Market Manager and Staffing 

One common characteristic of successful markets 

is having a paid, professional manager position. 

Of course, for markets with limited resources 

this may not be an option. In any case, the key to 

effective “staffing” is having clearly defined roles 

and responsibilities. 

What are the responsibilities of the market 

manager? Is there a template that can be used 

across markets? The role of market manager varies 

from mostly day-of market support (e.g., setting 

up, directing traffic, assisting customers, etc.) to 

year-round planning, coordination, promotion, and 

oversight. Search online or ask other markets if you 

can review market manager job descriptions to help 

determine realistic expectations for your market. 

The most important decisions in determining the 

role of the market manager revolve around the 

question of clearly defining responsibility versus 

authority. The market manager’s decision-making 

authority should include the following elements. 

Management: 

● Vendor recruitment, selection, and 

scheduling 

● Product mix management (providing 

customers with variety, selection, and 

abundance; balancing supply versus 

demand; and revisiting and revising as 

needed) 

● Draft budgets, financial records, fee 

collection, purchases 

● Vendor, customer, or community issues 

● Communication and enforcement of market 

policies, rules, and regulations 

● Guidance and referrals for product and 

vendor permits, inspections, standards, and 

requirements 

● Market permits and agreements 

● Financial processing, such as credit/debit 

processing, SNAP/EBT access, etc. 

Operations: 

● Oversee operations and resolve operational 

issues 

● Site planning, scheduling, and vendor space 

assignment 

● Volunteer and staff supervision 

● Pre-market preparation and set-up (signage, 

barricades, etc.) 

● At-market space assignment adjustments 

● End-of-market breakdown 

● Visitor support and customer service 

● Vendor fees collection and market token 

management, if applicable 

Promotion and Engagement: 

● Schedule music, activities (such as cooking 

demos), and events 

● Community outreach and marketing 

(including social media, e-newsletter, etc.) 

● Shopper incentive programs 


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Retaining market managers and staff is a challenge 

that many markets face. It is not unusual for 

markets to struggle to secure adequate funding for 

a paid manager position. Most managers work part 

time and too often face unrealistic expectations 

for handling market promotion, vendor support, 

and operational coordination within paid hours. 

The most common scenario for market managers 

involves an attempt to piece together employment 

opportunities that are realistic and sustainable. It 

is in a market’s best interest, in terms of retaining 

a qualified and experienced manager, to frame 

the position in ways that provide the greatest 

opportunity for success. 

Keys for retention: 

● Realistic expectations: No one can 

sustain a situation that requires too 

much to do with too little time to do it. 

● Appropriate pay: “Pay to stay,” or 

you’ll lose good individuals to more 

economically viable options. 

● Be flexible: Provide as much 

scheduling flexibility as possible, 

including market coverage for 

approved absences. 

Even with these best practices, market manager 

positions, especially at lower-resourced markets, 

are typically part time and temporary. Markets 

should have a transition plan in place to help 

cover the loss of a manager. Some distribution 

and delegation of essential management 

responsibilities, day-of market, and general 

support, needs to be in place so that the market 

avoids upheaval and setbacks while searching 

for replacement staffing. The simplest approach 

is to have board members and vendors assigned 

in advance to fill in temporarily. This needs to be 

specifically spelled out as part of a transition plan. 

Site Planning 

Whether you are starting a new market or needing 

to relocate a current market, chances are at some 

point you will need to conduct a site assessment. 

The market location must meet the needs of both 

vendors and customers. For example, vendors 

require enough area for consistent booth size, level 

surfaces for displaying products, and good access 

for loading in and out. Customers need sufficient 

parking or access from public transportation, 

amenities such as seating and restrooms, and an 

appealing atmosphere. 

The market site must also meet logistical 

requirements such as zoning and availability. Fire 

and safety ordinances can limit the products sold 

on a site, and insurance needs can add unexpected 

costs to market management. It can be useful to 

create a mock site plan for prospective locations, 

measuring out spaces for each vendor booth and 

planning for customer traffic flow. This can help you 

determine your final choice. 

Consider these criteria when assessing a new site 

for the market: 

● Accommodates existing (or target) vendor 

count as well as room for growth 

● Provides area and level surface for 

consistent booth size and spacing 

● Adequate space for vendor access, 

unloading, set-up, and parking 

● Access to electrical and water 

● Allows for easy entrance and exit and open 

traffic flow for pedestrians and vehicles 

● Has customer parking spaces equal to peak 

demand and allowing for growth 

● Accessibility: public transportation nearby, 

ease for wheelchairs and mobility devices, 

sufficient handicapped parking available 

nearby 

● Amenities: restrooms, seating, picnic tables, 

event space, etc. 


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● Appeal: shade, greenspace, 

landscaping, etc. 

● Has major road access, visibility, and 

landmark recognition 

● Neighborhood characteristics supportive of 

market use 

● Identify schedule conflicts for site use or 

competing events throughout the season 

● Availability of on-site storage that can be 

used for the market 

● Cost to rent the space, pay for permits (if 

applicable), secure insurance, or make 

necessary improvements (such as access 

improvements, utility installation, support 

structures, etc.) 

● Allows for an MOU (Memorandum of 

Understanding) or other contractual 

agreement establishing use of the space 

with the property owner or organization with 

long-term availability 

Once you’ve secured your location and started the 

market, send a weekly site plan instructing vendors 

where to set up and how much space to leave 

between each tent. Some markets mark spaces 

using chalk or spray paint, or use numbered stakes 

to mark the middle of a vendor’s booth. While the 

exact placement of vendors may need to shift, 

keeping regular vendors in the same spots each 

week helps customers find them more easily and 

the market manager will spend less time directing 

vendors where to go. Placing vendors with similar 

products far from each other increases product 

balance and can reduce tension between vendors. 

Will your site plan have space for vendors to keep 

their vehicles? Keep in mind any accessibility 

needs your vendors have that may require them to 

keep a vehicle on-site or nearby. 


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Payment and Accounting Systems 

Some markets are cash only, while others have 

systems in place to accept credit, debit, and 

other forms of payment. With the availability of 

applications like Square, PayPal, and Venmo 

increasing, it has become easier for individual 

vendors to accept direct payments, but there 

are still fees associated with these services. 

Markets may set up merchant services and offer 

a centralized location for customers to use their 

credit/debit cards without requiring individual 

vendors to be set up to accept these forms of 

payment. This offers convenience for customers 

who don’t carry cash and increases sales for 

vendors. An additional benefit to markets having 

a centralized payment system is that it makes 

it possible for the market as a whole to apply to 

accept Supplemental Nutrition Assistance Program 

(SNAP) benefits. See SNAP at Markets on page 15 

for more information about how to apply for and 

manage SNAP. 

A credit/debit system requires additional 

management time, equipment, and a staffed 

market booth. To accept credit/debit, your market 

will need a card reader, merchant service provider, 

and a bank account. Markets will also need some 

form of a token/voucher system in which card 

users are directed to the market booth, swipe their 

cards for desired amount (often in $5 increments), 

and receive tokens or other vouchers in that 

amount. The tokens/voucher can be spent with 

market vendors, with change provided for sales less 

than the increment amount. Markets will need an 

accounting system for collecting tokens/vouchers 

from vendors at the end of each market and paying 

vendors for that amount. Markets should also 

decide how they will cover credit card processing 

fees—such as passing those onto the customer or 

deducting from vendor reimbursement. 

Conflict Management 

As markets typically operate in public spaces, 

managers and staff can be confronted with 

situations beyond the routine management of 

vendor relations, customer engagement, and 

community interactions. It is important that 

market managers are provided with guidance, 

training, and support that will 1) secure a safe 

market environment and 2) support de-escalation. 

There are many de-escalation and conflict 

management resources available that are beyond 

the scope of this toolkit. Research strategies 

and in collaboration with market leadership, 

establish a go-to set of simple de-escalation 

steps and reminders in advance of any stressful 

situations. Identify a few key market vendors or 

board members who can step in if a situation 

intensifies beyond the market manager’s skill set or 

safety. Find out if there are community responder 

programs in your area. Managers should have a call 

list on hand should support be needed. 


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Vendor Management 

As a rule of thumb, vendor management consists 

of 10 percent rules and regulations, 85 percent 

hands-on engagement and communication, and 

5 percent enforcing consequences. This approach 

emphasizes a shared commitment to the market’s 

success, supported by effective communication 

and an accepted decision-making process. 

Staying in close contact with vendors is key—many 

grievances arise from rumors, perceived favoritism, 

and unnoticed bending of the rules. 

Specific details surrounding issues with conflict 

management are often difficult to anticipate 

and it’s best to rely on a broad standard of 

professionalism. For example, Asheville City Market 

includes the following as part of the market’s 

vendor application and agreement: 

Asheville City Market requires that all vendors 

comply with standards of professionalism that 

promote open communication, mutual respect, and 

the best interests of the market. Disruptive actions 

or remarks that undermine the shared success 

of any or all of our community of vendors are 

unprofessional and unacceptable. Failure to comply 

with these standards could result in suspension or 

removal from the market. 

Establishing shared expectations is the essential 

starting point. However, when problems arise it 

is equally important to have a clear process for 

addressing issues and disputes. The manager 

is always the first point of contact and in many 

instances should have the final word, especially 

in terms of applying rules, policies, etc. At times 

situations will arise where the manager cannot 

resolve a concern or when an issue being raised 

involves the manager’s professionalism. In these 

instances the market must have a clearly defined 

grievance process that assures transparency 

and fairness. 

Vendor Outreach and Selection 

Finding and retaining vendors can be one of the 

hardest parts of operating a market. Many markets 

are producer-only and aim to have a focus on farm 

vendors. That means you need a solid core of 

consistent and appealing vendors—farmers selling 

what they grow or raise who are going to stay with 

the market. If your aim is to be a fresh food hub, be 

cautious of overscheduling non-food vendors and 

crafters as customers may form a perception that 

it is more of a craft or flea market. See Product Mix 

Management section on page 23 for more details. 

A vendor application allows you to gather clear 

information about each vendor, but it also is an 

opportunity to set your expectations of vendors, 

limit your liability, and reinforce any produceronly 

standards you have. The vendor application 

can be posted to the market’s website and social 

media channels as well as shared through farmer 

outreach lists, such as ASAP’s free classified ads. 

When accepting new vendors, 

consider the following: 

● 

● 

● 

● 

● 

How does this vendor contribute to the overall 

product mix? Does the market already have 

vendors selling the same products? Are those 

vendors routinely selling out of similar products? 

What is the vendor’s history of vending? Are they 

already vendors at other markets in the area? 

Have they sold their products elsewhere, such as 

at a farm stand, craft market, etc.? 

What do the vendor’s social media, website, 

and other marketing efforts look like? Do 

they have a budding or established following or 

customer base? 

Does the vendor bring other skills, such as 

marketing or graphic design, that they will 

contribute to market? 

If not a farm, does the vendor source from local 

farms to make its products? 


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Vendor Fees 

Vendor fees are often the largest source of revenue 

for markets and are typically built into the operating 

budget. In setting its vendor fee structure, the 

market must balance the revenue collected versus 

vendor sales in order to maintain a sustainable 

situation for both the market and its individual 

vendors. Fee structures for vendors could include 

one-time annual fees, weekly rates, member versus 

non-member fees, sales-based, sliding-scale, etc. 

Fees may need to be adjusted on an annual basis 

depending on your market and budgeting needs. 

Some markets charge a cancellation fee if a vendor 

cancels after a certain point (such as 48 hours 

prior to market start time) as spaces can be hard to 

fill and result in lost revenue for the market. Having 

a cancellation policy can increase investment in 

attendance and keep the budget more predictable. 

Vendor Permits, Certifications, 

and Inspections 

It is helpful to understand how various markets 

address questions of regulatory compliance. There 

are markets that require detailed documentation 

for vendor permits and others that limit 

involvement with monitoring and enforcement. 

Whichever approach is adopted, it should be made 

clear that the responsibility for compliance rests 

with each vendor. As recommended in the “Farmers 

Market Legal Toolkit” by the Center for Agriculture & 

Food Systems: “Market rules should state that the 

vendor is responsible for knowing and complying 

with all laws, regulations, permits, and license 

requirements, from federal to state to local.” 

Markets can assist by referring farm and food 

vendors to regulatory contacts for information and 

guidance. The best reference for market vendors in 

North Carolina currently available is “At the Farmers 

Market: A Comprehensive Guide to Retailing at 

North Carolina’s Farmers Markets,” published 

by NC State Extension (foodsafetyrepository.ces. 

ncsu.edu/farmers-market-flyer). As noted in the 

guide, “navigating federal and state food laws and 

regulations can be complex.” Vendors with product 

questions can use this guide to begin to chart a 

path to best practices and regulatory requirements. 


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Diversity, Equity, and 

Inclusion 

The ongoing work of creating a diverse, equitable, 

and inclusive market requires commitment 

from market leadership and a willingness to put 

resources and time toward making change. These 

efforts encompass all aspects of the market and 

its participants. Below are suggestions on some 

places to start. Much more in-depth guidance 

can be found in “The Anti-Racist Farmers Market 

Toolkit,” published by the Farmers Market Coalition 

(farmersmarketcoalition.org/the-anti-racist-farmersmarket-toolkit). 

Create Welcoming Spaces 

While most markets strive to create an inviting 

environment to keep customers and vendors 

coming back, it’s important to think about how you 

can build a more inclusive market environment for 

all community members. This includes providing 

welcoming and informative signage, mitigating 

physical barriers, addressing language barriers, 

inviting diverse vendors, and offering culturally 

appropriate foods and other products. 

A welcoming market space is one where customers 

understand how to use the market. Provide clear 

signage to identify the market information booth 

and where customers can purchase tokens, use 

SNAP benefits, or ask questions. Encourage vendors 

to visibly list available products and pricing and 

use convenience pricing options, such as products 

priced per bundle as opposed to per pound. 

Consider listing accessibility information on your 

market’s website and social media—including if 

your location is flat or sloped, where handicap 

and overflow parking is located, if restrooms are 

available, if folks in mobility devices can access 

vendor booths, if dogs are present, and more. 

In mitigating physical barriers, it can be challenging 

to identify obstacles that may be not readily 

apparent. As an example, Asheville City Market 

struggled to create a weekly site plan that 

accommodated vendors, vehicles, etc. In positioning 

vendors along a closed downtown street, staff did 

not realize that the site plan blocked wheelchair 

access to restrooms. A customer brought the 

curb challenge to the manager’s attention, and a 

portable ramp was added to provide access. This 

is a simple and, in hindsight, obvious solution to 

creating a more accessible and welcoming market. 

Use multilingual signage at the market. If there 

are market staff or vendors who are multilingual, 

identify them through signage, name tags, or 

buttons. Increase multilingual marketing and 

educational materials, such as dual language 

market information cards or seasonal recipes. 


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People often feel most comfortable shopping in 

spaces where they feel affinity and recognize their 

own communities. Highlight culturally appropriate 

foods and other products available at your market. 

Invite vendors from diverse cultural and ethnic 

backgrounds to sell at the market. Consider waiving 

vendor fees for BIPOC vendors or other incentive 

programs. Adjust product mix or approval rules if 

they prove to be barriers for attracting and keeping 

new vendors or sharing culturally relevant products. 

For example, allowing a Latinx vendor to sell fried 

plantains, which are not local, alongside other 

locally sourced foods. 

are organizations in your community that offer 

training, or if you prefer to access online training or 

resources. 

Some examples include: 

● Blue Ridge Pride’s Welcoming Spaces 

101, a 60-90 minute in-person training 

(blueridgepride.org/education-and-outreach) 

● YWCA of Asheville’s Racial Justice Challenge, 

a monthlong series of posted daily challenge 

activities (justice.ywca.org/challenge) 

● Food Solutions New England’s 21-Day 

Racial Equity Habit-Building Challenge 

(foodsolutionsne.org/21-day-racial-equityhabit-building-challenge) 

Engage Your Community 

Provide Training 

Providing DEI training and resources to market 

staff and vendors can help your team have 

shared language to talk about complex issues. 

Active dialogue is key to making change in your 

market culture. Depending on what works best 

for your market, you might explore whether there 

Embracing diversity, equity, and inclusion at your 

market also involves engaging your community 

as supportive agents of change. It’s important 

to involve the community members you intend 

to serve by creating a more diverse, equitable, 

and inclusive market. Be intentional about 

building relationships with local organizations 

and groups. Invite community members with 

diverse experiences to sit on the market’s steering 

committee—or create a community advisory group 

if it doesn’t always exist. If you have the resources 

or can partner with organizations that do, survey 

your community to get feedback about the market. 

Consider using your market’s platform to highlight 

or support underrepresented initiatives, or partner 

with local gleaning and food rescue organizations. 


asapconnections.org

SNAP at Markets 

Farmers markets can support access to local, 

farm fresh foods through a variety of funded 

nutrition incentive programs, such as Supplemental 

Nutrition Assistance Program (SNAP), Double SNAP, 

Double Up Bucks, Senior Farmers Market Nutrition 

Program (SFMNP), WIC Farmers Market Nutrition 

Program, and produce prescriptions. Programs 

vary, so research what is currently available in your 

area and what steps are needed to participate. 

As a starting point for learning more about food 

access and incentive programs, markets in the 

Appalachian Grown region can contact ASAP 

directly. 

SNAP Application 

Accepting SNAP at your market requires a permit 

from the Food & Nutrition Service (FNS), the USDA 

agency that administers food assistance programs. 

To apply online for a SNAP permit and FNS number 

go to fns.usda.gov/snap/farmer-producer. This 

site includes a guidance document with step-bystep 

instructions for the online application process. 

Understanding the process can seem daunting, 

but many markets have successfully applied for 

a SNAP permit. If you have questions, consider 

checking with other market managers who have 

completed the application process. ASAP can also 

be a resource. 

EBT Equipment and Scrip System 

All authorized SNAP retailers must use Electronic 

Benefits Transfer (EBT) equipment and transaction 

services. The National Association of Farmers 

Markets Nutrition Programs operates MarketLink 

(marketlink.org), which provides funding assistance 

to farmers markets for equipment and merchant 

services providers. 

The market will also need to determine a scrip. A 

scrip is a substitute or alternative to legal tender— 

i.e., what SNAP customers will use to shop once 

they have swiped their EBT card at a central market 

location. Most markets create a paper or token 

scrip that is unique to their specific market. After 

SNAP customers swipe their EBT card, they receive 

tokens or paper in that amount, which they can use 

to shop for eligible products from vendors. Vendors 

turn in the paper or token scrips and the market 

provides reimbursement. The market will need to 

establish an accounting system for tracking scrip 

and paying vendors. 

Training 

The final step in accepting SNAP at your market 

is to provide training to staff and vendors in scrip 

redemption rules and procedures, including what 

products are SNAP eligible. SNAP violations, such 

as a vendor accepting scrip for a non-eligible food 

item, could result in the market losing its FNS 

permit. There are training resources available 

through FNS. 


15

Appalachian Grown Region 

market funding sources 


asapconnections.org

Funding the Market 

Income for markets typically comes from several 

sources, including vendor fees, sponsorships, 

grants, donations, and merchandise sales. The 

chart on the opposite page captures a snapshot 

of funding sources reported in a survey of markets 

in the Appalachian Grown region reported in 

2022. Vendor fees, as discussed earlier, are 

often the largest source of revenue for markets. 

Seeking other types of funding typically involves 

an investment of time that markets can struggle to 

manage. This includes grant applications, sponsor 

outreach, planning fundraising events, and more. 

Grants 

Securing and managing major grants is typically 

limited to organizations with nonprofit status and 

is often beyond the capacity of most independent 

markets. More progress has been made in 

approaching town, city, and county representatives 

as part of shared mission goals (such as supporting 

local economic development or community-based 

services). This support can be direct funding, 

but may also involve in-kind assistance—waived 

fees, access to public spaces, staffing, or shared 

resources. 

It can be helpful to associate sponsorship 

invitations with specific market needs or programs. 

For instance, asking a business to sponsor the 

purchase of new canopies or sponsor a market 

incentive program for community members in need. 

Multi-year arrangements can help reduce the time 

and attention needed to maintain sponsorships as 

a consistent and reliable source of funding. 

Fundraising and Donations 

Customers can also contribute support by 

purchasing market merchandise, buying tickets 

to fundraising events, or making donations. 

Engaging your customer base in a “friends of 

the market” program can be part of an annual 

appeal and encourage more consistent or routine 

contributions. Some markets have had success 

with inviting an “add a dollar” donation at time 

of purchase (particularly for markets using a 

centralized credit/debit token process). As with 

sponsorships, associating donations with a specific 

program or need is most effective. Including a 

reward or some form of recognition can also help to 

frame an appeal. 

Sponsorships 

Sponsorship revenue is typically supported based 

on tiered levels given by local businesses or 

community groups in exchange for promotional or 

other benefits. Markets can offer recognition by 

including sponsor logos on promotional materials 

or market signage, by creating featured social 

media posts or newsletter stories, with tabling 

opportunities, or even with naming rights. Keep in 

mind that funding given in exchange for promotion 

or other benefits is not tax deductible for the 

sponsor. 


17

AT A GLANCE 

71 

TOTAL 

VENDORS 

21 

2 

REGULAR 

MARKETS 

HOLIDAY 

MARKETS 

$17,164 

CASH VALUE 

TOKENS DISPENSED 

VIA CREDIT/DEBIT 

+ 

$9,246 

CASH VALUE 

TOKENS DISPENSED = 

VIA DOUBLE SNAP 

300 TOTAL VOLUNTEER HOURS 

$26,410 

CASH VALUE 

TOKENS 

DISPENSED 

AN AVERAGE SATURDAY AT HFM 

900 

30 

$25 

CUSTOMERS VISITING 

VENDORS SELLING 

SPENT BY EACH CUSTOMER 

36% CUSTOMERS VISIT WEEKLY 

60% VENDORS ARE FARMERS 

VENDORS 

As a producer-only market, everything sold at Hendersonville Farmers Market is offered by the 

farmers and artisans who help sustain the culture, economy, and environment of our region. If a 

vendor did not grow or produce their product, they cannot sell it here. This ensures the freshest 

and highest quality product for our consumers, who can find out exactly where their food came 

from and how it was grown or raised. More than 70 vendors participated in the 2020 

Hendersonville Farmers Market, all of whom produce within a 60-mile radius of Hendersonville. 

14 

23 

FIRST-TIME FOOD VENDORS 

FULL SEASON VENDORS 

85% VENDORS WITHIN HENDERSON CO. 

ACCESS TO HEALTHY FOODS 

60 MILE RADIUS 

FOR PRODUCERS 

SNAP benefits are exchangeable at the market for tokens. Thanks to regional partner 

Appalachian Sustainable Agriculture Project (ASAP), Hendersonville Farmers Market was able to 

offer a Double SNAP program to eligible customers. 

10 

$40 

$4,623 

CUSTOMERS USED THE DOUBLE SNAP PROGRAM PER MARKET 

AVERAGE CASH VALUE DISPENSED PER TRANSACTION 

REIMBURSED BY ASAP FOR DOUBLE SNAP PROGRAM 

02 HENDERSONVILLE FARMERS MARKET | ANNUAL REPORT 2020 


asapconnections.org

Market Assessment and 

Data Collection 

Collecting basic market information provides 

the data that can demonstrate the impact and 

importance of farmers markets. Customer counts, 

economic gains for farmers and small business 

vendors, and benefits to the community can 

be used as a foundation for grant applications, 

sponsorships, and general fundraising efforts. For 

example, Hendersonville Farmers Market presented 

its data in an annual report as an infographic that 

effectively illustrates the market’s place as an 

economic and community resource. 

What data is most helpful and how can market 

assessment efforts contribute to success? Some 

of the direct data a market can collect includes 

vendor counts; volume and types of product sold; 

customer counts, demographics, and preferences; 

transaction counts and sales reports; 

and data from food access programs 

(such as the total SNAP sales or volume 

of produce gleaned by a partner 

organization). Markets might also 

collect indirect data, such as jobs/ 

workers sustained, economic impact 

on neighboring businesses, or acres of 

farmland preserved/impacted. 

to expand the customer base. Customer input 

informs market improvements. What are efficient 

and effective methods of collecting shopper data? 

Intercept surveys can be difficult to conduct when 

customers are busy shopping. If attempted, the 

survey needs to be short and brief. If the questions 

fit on a notecard, more customers will be willing to 

take a moment to respond (see example below). 

Dot surveys can be very effective in attracting 

attention. A series of colorful dot surveys, 

conducted over multiple markets, can help compile 

shopper information, capture preferences, and 

collect targeted feedback. 

Another benefit of data collection, beyond capturing 

snapshots, is its usefulness in identifying trends 

over time. For example, tracking vendor sales over 

time provides a basis for understanding customer 

shopping preferences and can inform decisions for 

both vendors and the market. 

Customer demographics and 

preferences can provide useful insights 

into who shops at the market and 

can contribute to evaluating efforts 


19


asapconnections.org

Marketing, 

Promotion and 

Outreach 

We Need More Marketing! 

One of the most common comments from markets with 

disappointing customer attendance and vendor sales is, “We need 

to do more marketing!” Opinions will vary on what this means. It’s 

challenging to invest limited time and resources without having a 

sense of what will make the greatest difference. Marketing is not 

easy. It’s helpful to dive a little deeper, so that we can be more 

deliberate about what steps to take and what decisions to make. 

Define Your Goals 

Your efforts, from social media posts to special events, need to be 

supportive of one or more of the three targets: 

● Increase sales to existing customers 

● Improve customer retention 

● Expand the customer base 

Will your post reach and attract new customers? What incentives 

can be offered to encourage customers to shop more often? Are 

there practical ways to invite shoppers to increase their weekly 

market purchases? Having these goals in mind will help guide 

your marketing, promotion, and outreach strategies. 

Messaging 

Sharing information about your market is necessary, but it’s not 

sufficient to change an individual’s food buying routine. What 

does this mean? We make decisions about our shopping routine 

based on what is appealing, comfortable, practical, convenient, 

affordable, etc. What stores are close by? What’s on our grocery 

list? What are our food preferences? Marketing, promotion, and 



21

outreach to potential market customers must 

include motivating calls to action that will inspire a 

change in routine and bring non-shoppers to your 

market. 

Frame your message to illustrate the benefits of 

your market. Focus on what the market and its 

vendors will provide to potential customers. Strive 

to reframe features, vendors, and products as 

benefit statements or bullet points, keeping the 

messaging clear and concise. 

Word-of-Mouth 

The most effective tool for attracting new 

customers is word-of-mouth and its digital 

counterpart, word-of-mouse. How is this 

harnessed? Simply put, you need to give folks 

something to talk (or post) about. This starts 

with creating a market that is as appealing as 

possible. Nothing is more conducive to customers 

sharing with others than your market’s varied, 

abundant, and diverse foods and products. The 

more appealing the vendor and product mix, the 

more likely customers will be to spread the word. 

Marketing, promotion, and outreach efforts need 

to incorporate elements that will generate word-ofmouth 

and word-of-mouse engagement. 


Market Appeal 

The foundation of a thriving market, and the 

starting point for success, begins with the basics: 

the quality, variety, and abundance offered 

by vendors who are committed to providing 

exceptional service. Beyond the basics, many 

customers seek out farmers markets for a sense 

of belonging and to be a part of a community. 

Creating and marketing a space where customers 

want to bring their families, go on dates, meet new 

friends, and connect more deeply with farmers and 

where their food comes from will keep them coming 

back. Efforts at marketing, promotion, outreach, 

etc., will have limited effect without a group of 

outstanding vendors, appealing products, and a 

healthy sense of place. 

Product Mix Management 

Every market manager struggles with finding the 

best mix of products, farms, and vendors. Three 

bakers? How many egg farmers? How much 

produce is too much? Not enough? There is no 

secret formula for the perfect product mix that 

will allow vendors to prosper while maximizing the 

overall market appeal for customers. The guiding 

principle of effective product mix management is 

to always ask the question, “What is in the best 

interest of the market?” 

Rigid product rules can be counterproductive to 

achieving their main purpose—successful vendor 

sales and broad customer appeal. It’s helpful to 

frame product guidelines in terms of preferences 

or “priority given” statements. Decisions are 

unavoidably subjective. Markets must rely on a 

balancing of vendor input, customer feedback, 

and the informed judgment of an experienced 

market manager. 

Effective product mix management involves four 

essential elements: variety, abundance, selection, 

and diversity. 

Variety and abundance are most readily apparent. 

A vibrant market includes an abundance of a wide 

variety of foods and products on display. Efforts 

to include as many different vendors and product 

combinations as possible increases the likelihood 

of shoppers finding items of interest. And a market 

must strive to ensure shoppable inventory levels 

from open to close, especially for staples like 

greens, eggs, breads, etc. 

Selection is one of the more challenging aspects of 

product mix to keep in balance. Customers prefer 

to be able to shop around and choose from among 

at least a few options, especially for those items 

that have the greatest appeal. It’s best to have 

more than one farm selling tomatoes, options for 

finding greens, and a couple or more choices 

for cheeses. 

Of the four foundations of product mix 

management, product diversity may be the most 

difficult to achieve. In this context diversity refers to 

having a mix of products that appeals to as many 

different customer preferences as possible. This 

includes price point, purchase options (e.g. prepackaged, 

by weight, bulk, etc.), growing practices, 

dietary choices, culturally specific or ethnic 

ingredients, and more. 



23

Managing product and vendor mix for your market 

is an ongoing process. The best outcomes balance 

and re-balance the mix with the best interest of the 

market always in mind. 

Best Practices for Vendors 

Vendorship, the skills and methods used in selling 

or promoting products at market, is at the heart 

of customer engagement and market appeal. 

Educate your vendors on the importance of 

quality vendorship to the overall success of the 

market. Get them to commit to implementing best 

practices as a condition of participation. ASAP 

offers workshops for farmers at the Business of 

Farming Conference and elsewhere to discuss best 

practices for vending success. This snapshot 

illustration captures the content of many of 

these workshops—you can share it with your 

vendors. 

● Ease of access, including location, parking, 

site plan for flow, etc. 

● Vendor map or guide 

● Consistent and clear product pricing 

● Convenient payment options, such as credit, 

debit, and benefit-support transactions 

(e.g., SNAP) 

● Multilingual signage inclusive of community 

members 

● Activities or entertainment, such as cooking 

demos, children’s activities, and music 

● Sense of community and belonging 

Market Features 

Every market strives to create a pleasant, 

accessible environment for shoppers and 

visitors. Comfort and convenience contribute 

to a positive shopping experience. The 

following are typical features of farmers 

markets that add to your market’s appeal. 

● Market information booth 

● Comfort and accessibility elements, 

such as restrooms, seating, and 

shade 


Marketing 

Many marketing efforts begin (and sometimes 

end) with print advertising—signage, rack cards, 

direct mail postcards, print or media ads, etc. 

Again, there are three targets to keep in mind: 

increased sales to existing customers, improved 

customer retention, and an expanded customer 

base. Traditional marketing is most often focused 

on attracting new customers and building the 

customer base. While not a stand-alone strategy, 

paid and print advertising is a starting point for 

attracting new customers. 

Rack Cards and Postcards 

A basic market rack card serves multiple purposes 

and can be adapted for use in advertising, web 

page information, posts, etc. This card provides 

customers with an informational takeaway that 

they can share with others. The standard card size 

for display is 4” x 9”. Markets planning to do direct 

mailings could consider replacing the rack card 

with a postcard design. 

What do you include in your 

market rack card? 

● 

● 

● 

● 

● 

● 

Show images of the market, particularly a mix of displayed products. Convey the most inviting visuals 

for potential customers. 

Avoid including details that will change, like specific opening and closing dates each year. 

This will help you avoid annual reprinting. 

Provide a clear map of the market’s location, including details for access and parking. 

Include contact information that will not likely change over time. 

Highlight benefits to the consumer, especially features that demonstrate accessibility and 

convenience (e.g., bus routes, SNAP accepted). 

Acknowledge market supporters and sponsors. The card can also help demonstrate value to 

potential sponsors. 



25

Photography 

Your farmers market is rich with opportunities 

for amazing and appealing images. Have a 

photography plan in place so that you capture 

these images for ads, print materials, posts, 

e-newsletters, etc. 

Photo tips: 

● 

● 

● 

● 

● 

● 

Be intentional. Create a shot list of 

images that tell the story of the market. 

Set aside time to capture these targeted 

images. 

Balance abundance and detail, people 

and produce. Capture the big picture, 

then zoom in for a close-up. Get both 

striking produce photos along with 

customers and vendors. 

Take lots of photos. Change your 

position, angle, and orientation. 

See the whole frame. Take care to avoid 

distracting elements. 

Stay camera ready. Photo opportunities 

often come when you least expect them. 

Ask permission. Check in with customers 

and parents of children. 

ASAP’s Promotional Photography for Markets 

Workshop (available at asapconnections.org/ 

farmer-resources/workshops) provides an hour’s 

worth of helpful tips and guidance that will help 

transition your image library from a collection 

of snapshots to a useful archive of striking 

photographs. 

Advertising 

All markets have limited funding to allocate for paid 

advertising. The challenge is to determine which 

options, if any, are cost effective. 

Advertising in local print publications can be an 

affordable option, especially if discounts are 

available for community groups and nonprofits. 

Invite individual market vendors to contribute to 

covering costs in exchange for a featured spot 

in the ad design. Public radio spots can also be 

customized to meet a limited budget. Some local 

radio stations offer a Day Sponsorship, where 

members or donors can acknowledge a local 

business or nonprofit. Find out if any of your regular 

customers have this benefit and if they would 

consider using it to promote the market! 

ASAP’s Local Food Guide, published annually, 

promotes farmers markets, farms, restaurants, 

and other local food businesses throughout the 

Appalachian Grown region. Farmers markets in 

the region are eligible for a free listing and 

discounted ads in both the print and online 

versions. Find out more in ASAP Support for 

Farmers Markets on page 38 or contact ASAP. 

Utilizing community calendars can be a free way 

to promote your market and connect with new 

audiences. Many news sites, tourism departments, 

chambers of commerce, and local business guides 

have a way to add events to their calendars. Some 

calendars offer promotional options to boost 

your event with a small fee. Create a list of these 

calendars so that you can refer back to it when it 

comes time to post your market or list a special 

event. 

The popularity and effectiveness of various online 

advertising options is ever changing. It’s useful to 

engage individuals with expertise and up-to-date 

information when considering investing in online 

media marketing. 


Earned Media Coverage 

What aspects of a market are most likely to 

attract media coverage? To sort out what will be 

considered newsworthy you must place yourself in 

the position of the listener or reader. 

Helpful elements include: 

● Target human interest. Share a farmer, 

vendor, or customer story; show children, 

families, or animals; convey heartfelt 

engagement. 

● Be calendar relevant. Tie in to seasonal 

(e.g., spring opening) or holiday-related 

shopping and experiences. 

● Highlight the exceptional. Feature unusual, 

one-of-a-kind products, one-time events or 

vendors, etc. 

● Extend community engagement. Promote 

hosted guests, visiting groups, or cobranded 

activities and events. 

To communicate your news or story with media 

contacts, write a press release. A press release is a 

short written piece that communicates information 

about an event, circumstance, or happening related 

to your market. Journalists may use the press 

release as-is to write a short article, or they may 

follow up with you to get more details and write a 

longer piece. This can greatly expand the reach of 

your news and gain new interest in your market. 

The press release template on the next page 

offers specific guidance on writing a press release. 

Generally speaking, you want to give the most 

relevant details about your news as concisely as 

possible. In addition to providing the essentials 

(WHO, WHAT, WHEN, WHERE, WHY, and HOW) there 

are two elements that make your press release 

easy for your media contacts to use: photos and 

quotes. There’s a lot going on in the world for 

reporters to choose from. Providing photos and 

quotes give your news an advantage over other 

releases. 

Send your press release directly to local 

newspapers, magazines, radio and TV stations, and 

bloggers. The websites of most news organizations 

will have contact information for their editors or 

reporters. Because these people often receive 

dozens of press releases on a daily basis, it’s 

important to write a concise, eye-catching headline 

for your press release. 



27

Press Release Template 

Market Name 

Market Address 

Market Phone Number 

Market website (hyperlink) 

FOR IMMEDIATE RELEASE: 

MEDIA CONTACT: Your name, phone number, email (hyperlink) 

Headline: Feature Organization Name and News 

Subhead: Include additional details or explanation if needed. Optional. 

YOUR CITY, STATE (Date)—[Lede paragraph.] The first paragraph of a press release, 

known as the lede, should quickly answer the big questions about your news or event. 

By the end of the lede, your reader should know the WHO, WHAT, WHEN, WHERE, WHY, 

and HOW. Keep this paragraph short, roughly 30–40 words. 

[Second paragraph.] Provide specific details and give context about why it should be 

important to your audience. Again, keep your phrasing as concise as possible. 

[Third paragraph/quote.] Include a quote from market leadership, a vendor, or a 

customer/community member impacted by the news. Journalists need quotes to turn a 

press release into a story, so include one or more throughout the press release. 

[Fourth and following paragraphs.] The rest of the press release can provide additional 

context. Keep your total word count to 300–400 words if possible. 

[Photo availability.] Indicate if you have photographs to illustrate the activity. If you do, 

provide the contact information for obtaining those photos. 

ABOUT [INSERT MARKET NAME] Include a short (35–50 words) description of your 

market or organization. This might include your mission statement, if you have one. For 

more information, visit [your website]. 

### 

End all press releases with three hash marks (###) to follow journalistic convention. 


Direct Mail 

How effective is a promotional postcard received 

by mail? Despite the flood of digital messaging, 

a niche remains for mailbox marketing. As with 

other marketing, the key is reaching your potential 

customers with a message that motivates. 

One advantage of direct mail is the opportunity to 

customize your postcard content and community 

distribution based on targeted outreach 

demographics. Most print businesses provide direct 

mail support. Explore affordable options, such as 

Every Door Direct Mail (EDDM) distribution versus 

renting specific mailing lists, for nearby target 

communities. 

An important variable to keep in mind when 

considering direct mail is how best to manage 

“effective frequency.” This is how many times 

a promotional message must be seen or heard 

before someone takes action. There are lots of 

assertions circulating in the marketing world over 

the minimum “magic number” of contacts needed. 

But how well the message appeals to a nonshopper’s 

needs, wants, or preferences is more 

important than the frequency of the ad, post, etc. 

Formulating a direct mail campaign needs to 

balance the breadth of outreach (how many 

will receive a postcard) versus the depth of the 

outreach (how many times 

each targeted non-shopper 

gets a nudge). If funding 

is available for multiple 

mailings, a helpful approach 

would include some form of 

redemption incentive to track 

the response rates and test for 

the most effective distribution. 

Social Media 

Social media—the collective term for Facebook, 

Instagram, X, TikTok, YouTube, etc.—can have a 

huge impact on the success of your market. This is 

where your word-of-mouse comes into play. People 

use social media to share and discuss their daily 

lives, including their buying habits, with friends and 

family. Beyond promoting and sharing information 

about your market, your goal on social media 

should be to build relationships and community. 

Interact with your followers however possible, 

such as liking and responding to comments and 

resharing what customers and vendors post about 

the market. 

Many social media professionals recommend the 

80-20 rule when posting. Roughly 80 percent of 

your content should entertain or educate your 

customers, while only 20 percent or so should 

directly market your business. Those lines are 

certainly blurry, but applied to a farmers market, 

that 80 percent could include recipes for seasonal 

produce, cooking demos, vendor stories, and 

beautiful photos. Customers seeking out local 

food are looking for authenticity, community, and 

the stories behind where their food comes from. 

Use a social media calendar to help balance your 

promotional and informational content. This can 

be as simple as a jotted list each week or Google 



29

calendar. A weekly farmers market might find a 

good balance with posting two to three times 

a week. 

While social media is free, it can eat up a lot of 

hours, especially for limited market staff. Think 

of it as a marathon, not a sprint: the benefits 

accumulate over time as you build a base of 

followers. 

If you don’t yet have social media accounts set up 

for your market, ASAP’s “Social Media Guide for 

Farms” in the Farmer Toolkit (asapconnections. 

org/farmer-resources/toolkit) and related webinar 

series (asapconnections.org/farmer-resources/ 

workshops) can help you get started. Facebook 

and Instagram tend to be the best fit for farmers 

markets, as they have a wide audience and 

emphasize photography and sharing. If you have 

the skills or time to create appealing videos, 

you might consider using TikTok and YouTube. 

X (formerly Twitter) is made up of short posts. 

Because the average lifespan of a post on X (i.e., 

how long others see it after posting) is only 14 

minutes, X is most suited to businesses that post 

multiple times throughout the day. 

Email Marketing 

It’s important to collect contact information, 

particularly email addresses, from market 

shoppers. Building a list lets you maintain regular 

contact with the customers you already have, 

delivering a prompt to visit the market directly into 

their inbox each week or month. Email marketing is 

a highly effective strategy for increasing sales from 

current customers or prospects. 

Services such as MailChimp, MyNewsletterBuilder, 

and Constant Contact help you build and maintain 

email lists and give you design tools for creating 

eye-catching e-newsletters. The rule of thumb 

with email marketing is to make sure you are 

offering something new each time you send out a 

newsletter. For some businesses, that could mean 

a frequency of just once a month. But for a market 

with a changing vendor roster or with new seasonal 

products coming in, sending a weekly newsletter 

is appropriate. You can also use an e-newsletter to 

feature vendors and products, announce special 

offers, or alert shoppers to changes in hours or 

location. 

Customers need a compelling reason to sign up for 

newsletters. Make it easy to join your mailing list 

with a prominently displayed signup sheet at the 

market information table with links and QR codes 

to signup forms on your website and social media. 

Offer insider news, special access, or coupons 

to subscribers. Holding a raffle drawing or other 

contest can entice people to sign up for a mailing 

list. But make sure that your subscribers have 

opted into receiving your communications and that 

you provide an easy way to unsubscribe. 


Engagement Activities 

Promotional activities are designed to engage 

customers at your market, such as special events, 

festivals, or games at the market. While these 

efforts are focused on current shoppers, they are 

also a tool for reaching new customers. Social 

media can be used as a virtual promotional activity 

to extend the market experience and engage 

customers in their daily routines. 

Vendor Involved Promotions (VIP): 

Promote the Products, 

Promote the Vendors 

The most important resource for engaging 

shoppers is their relationship with farmers and 

vendors. Markets don’t make sales. Vendors 

do. Markets can highlight products and vendors 

through taste tests, food festivals, cooking 

demonstrations, featured coverage, raffles, 

giveaways, etc. But to increase basket size, 

motivate more frequent visits, and keep customers 

happy, you must involve vendors in promotions. 

Whenever planning a market activity, ask, “How can 

I involve vendors?” 

An example of this is an annual product coupon 

drawing. Vendors decide how best to frame their 

coupon offer (e.g., 10 percent off, free add-on with 

minimum purchase, discounts, buy-one-get-one, 

etc.) and the number of coupons to be honored. 

The market prints off coupon sheets, cuts and folds 

each coupon, and places them all in a drawing box 

(as part of a festive and fun display) for a monthlong 

promotion. Remember to include an expiration 

date in the coupon design. Market members, or any 

customer who signs up (i.e., provides email), gets 

to pull two coupons and keeps their favorite one. If 

someone is clearly disappointed with the coupons 

drawn, allowing an “extra” pick helps keep things 

positive. 

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OF $20 OR MORE 


REWARDS 



Ma Belle 

France 

$1 OFF small or 

$2 OFF large 

QUICHE OR TART 


As a vendor-involved promotion (VIP) it’s important 

to encourage participation by as many vendors as 

possible. Every vendor should be able to frame a 

coupon bonus that ensures both a benefit to the 

customer and profitable transaction for the vendor. 

In addition to providing goodwill, coupons offer 

vendors a chance to connect with new customers. 

FREE 

BREAKFAST SAUSAGE 



REWARDS 



FREE 


REWARDS 



FREE 








31

Welcome to the Market: 

First-time Shopper Appreciation 

First-time shoppers are a golden opportunity to 

build your customer base. The market booth is 

a busy place, but your market’s first impression 

should include a friendly face and helpful hand. 

You may experiment with initiatives to welcome 

new market shoppers. This might include providing 

useful market information, shopping tips, 

giveaways, and some form of incentive for a return 

visit. While a market tour for first-time visitors would 

be ideal, this requires advanced scheduling and 

staffing. Having a self-guided orientation package 

on hand is more manageable. What to include? 

● Market tote bag giveaway 

● Starter market tokens or vendor coupon(s) 

● One-page shopping guide with tips and 

frequently asked questions (see example 

below) 

● Market map (or rack card if available) 

● Redeemable return visit voucher 

● Bring-a-friend messaging 


Loyalty Programs and Frequent 

Shopper Rewards 

Customer Surveys and 

Feedback Requests 

Apart from gathering shopper input, preferences, 

etc., surveys are a valuable form of customer 

engagement and a best practice for market 

promotion. 

Market membership programs offer regular 

customers a sense of special status and provide 

benefits that contribute to market loyalty. Member 

engagement is useful to include as a feature of 

your e-newsletter and social media content. Keep it 

simple. Anyone can become (or is automatically) a 

market member. 

Everyone loves a dot survey! Dot surveys are 

simple to set up with customized question and 

response categories. How did you hear about the 

market? How far did you travel to market today? 

How often do you shop? What do you look for every 

week? Choose topics that inform or get playful. 

Whether silly or serious, this is an opportunity to 

engage. If staffing permits (or with a volunteer), 

have someone posted at the display to invite 

participation and convey interest in the choices 

made. 

Increasing the frequency of visits has a dramatic 

impact on vendor sales at market. Distribution of 

frequent shopper cards will both reward steady 

customers (good for customer retention) and 

motivate occasional shoppers to become regulars. 

Vary the incentive depending on what is most 

affordable, practical, and timely for your market. 

Keep in mind the value of vendor-provided products 

as rewards (will you reimburse vendors for products 

or are you asking them to contribute for free?). 

Include a time frame for redemption (e.g., a season 

or specific date). You may want to limit offers (e.g., 

to the first 50 customers or while supplies last). 



33

Events, Festivals, and Celebrations 

Every market holds events. Why? Those most 

likely to enjoy and benefit from a tomato festival 

or farmers market month celebration are the 

customers you already have. Markets need to 

engage with current customers, motivate more 

frequent visits, and encourage continued support. 

Tending to your customer base is critical, and 

events, festivals, and celebrations are excellent 

opportunities to engage, entertain, and motivate. 

The key is whether these market activities 

generate word-of-mouth (mouse) or publicity 

that attracts noncustomers to the market. When 

planning a special event or activity, keep in mind 

the messaging, benefits, and features that could 

target community members beyond your existing 

customer base. 

One way to connect with noncustomers is a copromotion 

with other businesses, organizations, 

or community groups. Host a cat adoption day or 

celebrate a read-a-book event with the local library. 

Layer as many elements as are appropriate to 

maximize the potential benefits. The cook-off event 

example from Haywood’s Historic Farmers Market, 

shown at right, includes vendor involvement, 

sampling, fundraising, and co-promotion (i.e., 

reaching out to those who frequent movies at The 

Strand but aren’t market shoppers). 

Keep in mind that the market is the main event. 

Planning and implementing special events is time 

consuming. Keep your schedule manageable. Aim 

for quality over quantity. 

Giveaways and Drawings 

A market’s 

success is 

built on the 

foundation 

of your 

weekly, 

regular, 

supportive 

customers. 

Say 

thanks, show thanks. 

Giveaways are a great way to show customer 

appreciation and build loyalty. The example shown 

from West Asheville Tailgate Market rewards 

newsletter subscribers with a $5 coupon on 

opening day. 

Raffle drawings give you the opportunity to collect 

contact information for your e-newsletter list. For 

instance, Hendersonville Farmers Market offered 

a season-long Harvest Bag Giveaway. Customers 

could sign up with their contact information to be 

entered into a weekly drawing for a tote bag of 

donated vendor products. 

Vote for the Tomato Boss! 

Make a $10 donation to vote 

Tomato Sammich 

C O O K - O F F 

Sample tomato sammiches 

made by our very own 

vendors using locally 

grown tomatoes. 

Tasting from 9:30 to 11:30 a.m. 

Winner announced at 11:45 a.m. 

COOK-OFF VENDORS 

Cook-off is a fundraising event for Haywood’s Historic Farmers Market 

with all proceeds benefiting the 501c3, non profit organization. 


Contests, Challenges, and Games 

Contests, challenges, and games are an 

opportunity to connect with customers through 

playful, fun, and engaging activities. There are tons 

of clever market activities to be found. For instance, 

in a Mystery Vegetable challenge, visitors reach 

into a box and try to guess the vegetable. The game 

attracts the attention of all ages and can be used to 

feature in-season farm products. Once the guessing 

game is over, be sure to direct participants to the 

vendors who provided the mystery vegetables, so 

they can buy their own! 

As an added feature, combine a coupon incentive 

with the game. Offer an “I guessed (fill in the 

vegetable)” coupon to participants for a discount 

on today’s purchase of the mystery vegetable (preapproved 

by the farms involved). 

Social media offers another platform for contests 

and challenges that can incorporate both in-person 

and virtual engagement. Hold a recipe challenge 

and ask customers to post pictures of their dishes 

and tag the market for a chance to win coupons or 

other prizes. 

Children’s Activities 

Activities for kids and families contribute to the 

draw of your market. This sends the message 

to families that they have a valued place at 

the market. Families shop at the market more 

frequently and spend more time there when their 

children are happy and when the market is also a 

positive, fun experience for them. This can lead to 

a more diverse customer base as well as increase 

the amount these shoppers spend. 

Children’s activities at market might include: 

● Taste tests of local foods 

● Simple no-heat cooking activities 

● Take-home recipe cards for seasonal 

products 

● Food-based or food-related crafts 

● Edible sculptures 

● Physical activities 

Organizing children’s activities related to market 

products (such as honey bee crafts, spinach 

smoothie demonstration, or carrot tastings) 

provides opportunities to highlight and feature 

vendors’ goods. By working with community 

partners, such as health organizations, schools, 

clubs, or businesses, you can reach their clients, 

friends, and supporters. 

ASAP has created a guide, “Growing Minds @ 

Market,” that offers practical hands-on activities as 

well as a framework for organizing community and 

volunteer support. It’s available for free download 

at growing-minds.org/publications. 



35

Market Merchandise 

Merchandise sales help to generate funds 

(sometimes for a significant amount), increase 

customer loyalty, and provide exposure (word of 

merch). 

Sized merchandise, such as t-shirts, can present 

inventory challenges, but tote bags, mugs, hats, 

stickers, etc., are popular with customers. A costcutting 

option is to co-brand printed merchandise 

to share space and production costs with a 

community partner or local business. Ideally, 

funding from a co- branding sponsor would cover 

the full cost of the merchandise so that the 

proceeds of sales fully support the market. Having 

merchandise also gives you an option when you 

want to offer giveaways for first-time shoppers or 

contest prizes. 

Promotional Activity Kits 

It can be a struggle to purchase and organize 

the props and materials involved with market 

promotions. ASAP has created ready-to-use 

Promotional Activity Kits that are available to 

markets to download or pick up from ASAP’s 

office. Find a full list of available Pick-a-PAKs at 

asapconnections.org/resources/farmers-marketsupport. 

Examples include: 

● Special event costumes (crow, strawberry, 

tomato) 

● Dot survey materials 

● “Know Your Farmer” trivia activity 

● “Mystery Vegetable” challenge 

● Downloadable templates for scavenger 

hunts or market bingo 


Outreach 

Outreach efforts focus on connecting with nonshoppers 

by involving yourself with community 

groups, gatherings, events, etc. outside of the 

market itself. It may make sense to team up with 

those who have shared interests related to local 

foods and farms. But the most effective outreach is 

to craft messages that appeal to non-shoppers. 

Represent 

Every community holds events where large 

numbers gather around a holiday, celebration, 

sports activity, etc. These offer the potential for 

a mutually beneficial promotional exchange. The 

market can provide advance publicity for the event 

in exchange for a staffed tent or table at the event 

to reach noncustomers. 

With limited time available for off-market activities, 

the best approach is to focus on one or two 

outreach efforts a year. Target events that make 

sense for reaching potential customers. Assemble 

“road show” elements, such as market information 

(i.e., rack card), images, market merchandise, 

giveaways, or incentives. A co-branded coupon, 

such as the example shown from Weaverville 

Tailgate Market, can add value for community 

partners. 

Guest Groups and Tours 

Identify groups in your community where outreach 

may be effective and invite them to visit the market. 

Brainstorm potential guest groups focusing on a 

wide range of contacts and varied themes. For 

example: 

● Reach out to health care providers and 

social service contacts related to wellness 

or access to healthy foods (e.g., YMCA 

and YWCA, Health and Human Services, 

community health & well-being groups, etc.). 

Offer a tour and information or incentives 

they can give their patients or clients. 

● Coordinate field trips by school groups, 

summer camps, etc. A market visit is a 

perfect field trip for earning the Girl Scouts 

Senior Locavore Badge. 

● Invite a local veterans group to gather for a 

coffee around Veteran’s Day or Memorial 

Day. 

● Offer an appreciation day for municipal 

employees who can show a badge to receive 

a coupon or discount. 

Market tours work best if scheduled in advance. 

A successful group tour depends on contacts in 

the community who are motivated by aspects of 

the market that would attract a visit. The most 

efficient approach involves outreach to groups that 

have members who can coordinate market visits 

somewhat independently. 



37

ASAP Support for 

Farmers Markets 

ASAP provides resources, networking opportunities, 

and promotional support for farmers markets across 

the Appalachian Grown region. 

ASAP developed the Appalachian Grown certification 

and branding program to help the public easily 

identify local food. The Appalachian Grown region 

is made up of the 60 Appalachian counties within 

100 miles of Asheville, encompassing Western 

North Carolina as well as bordering areas in Virginia, 

Tennessee, Georgia, and South Carolina. Contact 

ASAP to learn more about Appalachian Grown 

branding and getting your market certified. 

Support for Appalachian Grown 

farmers markets includes: 

Technical Assistance: Discuss market 

opportunities, marketing, and any other questions/ 

issues that your market is facing. Contact ASAP to 

set up a one-on-one consultation to discuss options 

and resources for your tailgate market. 

Farmers Market Summit: An annual convening 

of market managers from across the region. The 

summit typically takes place at the Business of 

Farming Conference and offers free registration to 

market managers. 

Working Groups: ASAP facilitates small groups of 

farmers market managers around specific needs or 

interests (i.e., new market managers, becoming a 

nonprofit, or Diversity, Equity, and Inclusion) for peer 

learning and networking. 

Local Food Guide: Appalachian Grown farmers 

markets receive a free listing and discounted ads in 

ASAP’s print and online Local Food Guide. ASAP’s 

print Local Food Guide is published annually and 

is the definitive resource for finding local food and 

farms throughout the Appalachian Grown region. 

The online Local Food Guide (appalachiangrown. 

org) is a searchable database for farms, products, 

farmers markets, and area businesses featuring 


local food, and can connect you with new 

customers. 

Promotional Materials: Keep your market 

stocked with free copies of the Local Food Guide, 

local food bumper stickers, seasonal recipes 

and produce availability cards, and more. Market 

managers may pick up materials at ASAP’s office 

or call to discuss distribution options. 

Activity Kits: Check out or download free Picka-PAKs 

(Promotional Activity Kits) to use at your 

market, including costumes (tomato, snap pea, 

strawberry), games (mystery vegetable, scavenger 

hunts, bingo sheets), dot survey equipment, and 

more. 



39

Additional Resources 

Farmers Market Coalition 

farmersmarketcoalition.org 

The national Farmers Market Coalition is a nonprofit 

dedicated to working with farmers market operators 

to strengthen farmers markets across the United 

States so that they can serve as community assets 

while providing real income opportunities for 

farmers. The Market Managers Frequently Asked 

Questions is a great place to get started and find 

resources. The website also includes download 

access to “The Anti-Racist Farmers Market Toolkit.” 

North Carolina Farmers Market 

Network 

ncfmn.org 

Founded out of a COVID response in 2021, the 

network works with and for farmers market 

communities to create a thriving network of 

marketplaces for local food and farm products 

through education, innovative services, programs 

and partnerships, including providing resources to 

support historically underserved populations. The 

website includes an extensive resource library. 

“Farmers Market Legal Toolkit” by the 

Center for Agriculture & Food Systems 

farmersmarketlegaltoolkit.org 

This toolkit was developed to support farmers 

markets throughout the U.S. with open-source legal 

tools to inform market managers as they make 

decisions to build and grow their markets. Specific 

topics covered include how business structure 

will affect markets, what types of legal risks exist 

and how to manage them, and how to make 

products available and accessible for all community 

members. 

Tent Talk: The Farmers 

Market Podcast 

farmersmarketpros.com 

Created by Farmers Market Pros Catt Fields White 

and Brijet Myers, this podcast is for farmers 

market managers, farmers or food makers selling 

at farmers markets, policy makers, or market 

suppliers. Stream weekly episodes every Monday 

wherever you access your podcasts. 


“At the Farmers Market: 

A Comprehensive Guide to Retailing 

at North Carolina’s Farmers Markets” 

foodsafetyrepository.ces.ncsu.edu/farmersmarket-flyer 

An overview of regulatory requirements and 

state government agency contact information 

for inspection, compliance questions, permits 

or licensing, and NC State Extension food safety 

programs.One of the most common comments 

from markets with disappointing customer 

attendance and vendor sales is, “We need to do 

more marketing!” Opinions will vary on what this 

means. It’s challenging to invest limited time and 

resources without having a sense of what will make 

the greatest difference. Marketing is not easy. It’s 

helpful to dive a little deeper, so that we can be 

more deliberate about what steps to take and what 

decisions to make. 



41

306 West Haywood Street | Asheville, NC 28801 | 828-236-1282 | asapconnections.org

ASAP's Farmers Market Toolkit

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