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

Selling at a Certified Farmers’ Market San Diego County Farm Bureau. What We’ll Cover Today. San Diego Ag Profile Laws and Regulations How to Choose a Market What To Sell Market Day Procedure and Materials Market Rules Market Fees Marketing Technique

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

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

  2. What We’ll Cover Today • San Diego Ag Profile • Laws and Regulations • How to Choose a Market • What To Sell • Market Day Procedure and Materials • Market Rules • Market Fees • Marketing Technique • Food Safety Rules and Health Dept. Regulations

  3. The San Diego County Profile • 12th largest farm economy among all counties in the nation • More than 200 different crops produced locally • 5500 farms - 145 “certified” producers • 8th largest regional population in the nation • Many diverse communities • Virtually no market days lost to weather • Residents enjoy being outdoors and are health conscious

  4. The Local Opportunity • 3,000,000 consumers in San Diego County • 35 farmers’ markets • 8 new markets since June 2008 - 4 in planning • 18,000,000 consumers in southern California • San Diego County FMs dominated by local growers • L.A. and Orange County markets have many SD producers • Farmers’ markets held in high esteem • Widely publicized in newspapers and lifestyle magazines • It’s all about “local” • Buyers become committed patrons

  5. California Law

  6. California Law • “A certified producer may sell agricultural products, which he/she has produced, at a certified farmers’ market.” • Certified Farmers’ Market: “ A location approved by the county agricultural commissioner of that county where agricultural products are sold by producers or certified producers directly to consumers.”

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

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

  9. Finding A Market

  10. Finding A Market • Visit the markets – become familiar • www.sdfarmbureau.org • Schedule • Which markets fit your schedule? • Rules • Can you comply with the market rules? • Product Mix • Is there a market for something you can provide?

  11. Finding A Market • Travel • How far are you willing to drive? • Each market acts independently • Market Manager • The manager ultimately decides who is allowed to sell at the market. • Ask about fees – markets are financed by stall fees • Space • Many markets have limited booth space and you could be placed on a waiting list.

  12. What To Sell?

  13. What To Sell?

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

  15. What To Sell? • What can you or do you grow? • Your resources determine what you can produce. • What are other people selling? • Is the market full of certain crops already? • Can you grow something few other people are selling?

  16. Market Day

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

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

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

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

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

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

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

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

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

  26. Market Rules

  27. Market Rules • Read them carefully • Time • Be on time to the market. • Stay for the full event, do not leave early. • Booth Setup • Management determines location, size and acceptability. • Safety • Always act in a safe and responsible manner. Comply with all safety regulations.

  28. Market Rules • Cleanliness • Keep your space clean. • Provide a trash receptacle for your customers. • Behavior • Unacceptable behavior can result in removal from the market. • Conflicts • Market rules have mediation guidelines.

  29. Market Fees • Fees • Traditionally, producers pay a set percent of their daily sales to management in cash at the end of the day. • Some markets charge a flat fee. • Some markets charge a combination of flat rate and/or percentage.

  30. Marketing Techniques

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

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

  33. Marketing Technique • Signs • Information • Prices and variety • Education • Educate your customers and keep them coming back. • Promotion • Tell customers who you are. • Position • Don’t hide the signs, above eye level is easier to see.

  34. Marketing Technique • Brand Yourself • Customers will become loyal to you and tell their friends. • Create personal relationships. • Make it easy for people to find you.

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

  36. Getting Ready For Market

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

  38. Food Safety Rules

  39. Health Department Regulations • Sampling • Plastic gloves • Sanitary distribution (toothpicks) • Non-absorbent cutting surface • Handwash station with potable water • Samples kept in a covered container • Samples cleaned with potable water • Samples disposed of 2 hours after cutting

  40. Health Dept. Regulations

  41. Health Dept. Regulations • Value Added Products • Processed certified products • New state regulations being written now will define what can be sold within CFM • Currently “a simple process” • Products regulated by Dept. of Ag and Dept. of Environmental Health • Must comply with Health Dept. regulations

  42. Health Dept. Regulations • Open vs. Closed Containers • Food and Agricultural Code, Section 47002 (C) • All fresh fruits, nuts, and vegetables sold in closed consumer containers shall be labeled with the name, address, and ZIP code of the producer, and a declaration of identity and net quantity of the commodity in the package.

  43. Questions?

  44. Contacts • San Diego County Farm Bureau • 1670 E. Valley Parkway, Escondido, CA. 92027 • (760) 745-3023 • www.sdfarmbureau.org • San Diego Dept. of Ag, Weights and Measures • 5555 Overland Ave. Suite 3101, San Diego, CA 92123 • 334 Via Vera Cruz, Suite 150, San Marcos, CA 92078 • (858) 694-2778 • San Diego Dept. of Environmental Health • 1255 Imperial Ave., 3rd Floor, San Diego, CA 92101 • (619) 338-2222

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