While celebrating National Farmers Market Week this week, the first week of August, we sat down for a few moments with Kevin Hardison, agricultural marketing specialist with the N.C. Department of Agriculture and Consumer Services, to discuss the great diversity of farmers markets available in North Carolina and where to find them, which led to an interesting question, “What makes farmers markets successful?”
Question: Kevin, farmers markets of various
sizes and types are all over North Carolina. Some have been around for a while,
yet others seem to pop up all the time in new areas. With so many potential
options, where can we go to find farmers markets in North Carolina?
is a great resource that provides a list of markets across the state. The
website is updated frequently to include markets that pop us across different
communities. If you don’t see your local market listed, contact me at email@example.com to add it
to the directory. You can also reach out to your local agriculture extension
agent. You can find extension agents on the NC State University website.
The United States Department of Agriculture also has a national
farmers market directory.”
Q: You mentioned the N.C. Farm Fresh
website is updated frequently as new markets pop up. What’s contributing to the
creation of new farmers markets in North Carolina?
Kevin: “Lately there has been an increase in demand
for farmers markets. Areas that do not have farmers markets are requesting
them. People want fresh and local produce and products which are typically
offered at farmers markets. COVID-19 tested everyone’s limits, but farmers
markets have proven to be adaptable. Many farmers markets set up drive-throughs,
pick-ups, and other contactless alternatives during COVID-19 to help make their
produce and products easily available. Farmers markets that offer a mix between
agriculture and crafts tend to do very well and are the most successful.
Q: Are there other factors of success for farmers markets beyond offering a mix of vendors and products?
Kevin: “There are several different definitions of success for farmers markets and you can measure aspects of success in several ways: How are they doing financially, what’s their size, how diverse is the market, etc. At the end of the day, the success of the market is that it returns year after year and their customers return as well. To be really successful, a farmers market must be sustainable.”
Q: Sustainability is a concept we hear
about frequently. What makes farmers markets sustainable and therefore
Kevin: “There are several components that help
farmers markets to be sustainable. Probably the most critical is to be community-oriented;
Those are the most successful and sustainable markets. Community-oriented markets
are friendly and welcoming, they produce their merchandise locally and regionally,
are constantly promoting and informing the public, are well-run and managed, and
have strong marketing strategies. These farmers markets see a positive
community surrounding their market. Other factors that contribute to a farmers
market’s success include management that’s constantly looking for how to make
the market better and is constantly promoting and communicating to all aspects
of the customer base.”
Q: Is there anything else you can recommend to help a new farmers market be sustainable and successful?
Kevin: One additional component that leads to farmers markets being successful is working closely with NCDA&CS, extension agents, government, and local authorities to abide by laws and stay on top of trends locally and abroad. If you are interested in starting a farmers market in your area, send me an email at firstname.lastname@example.org and I’ll be glad to help walk through the steps so you’re better set up to be successful.”