S ELLING AT A C ERTIFIED F ARMERS M ARKET S AN D IEGO C OUNTY F ARM B UREAU.
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Transcript of S ELLING AT A C ERTIFIED F ARMERS M ARKET S AN D IEGO C OUNTY F ARM B UREAU.
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SELLING AT A CERTIFIED FARMERS’ MARKET SAN DIEGO COUNTY FARM BUREAU
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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
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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
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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
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CALIFORNIA LAW
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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.”
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CALIFORNIA LAW
Who can operate a certified farmers’ market?Certified producerNon-profitLocal government agency
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CALIFORNIA LAW Non-Certified Sales
Two markets operating simultaneously
Pure vs. Mixed
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FINDING A MARKET
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FINDING A MARKET
Visit the markets – become familiarwww.sdfarmbureau.org
ScheduleWhich markets fit your schedule?
RulesCan you comply with the market rules?
Product MixIs there a market for something you can
provide?
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FINDING A MARKET
TravelHow 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
SpaceMany markets have limited booth space
and you could be placed on a waiting list.
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WHAT TO SELL?
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WHAT TO SELL?
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WHAT TO SELL?
Diversity vs. Specialization
Offer a range or specialize in one or two crops?
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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?
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MARKET DAY
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MARKET DAY
Booth setup
Arrive by prescribed set up time.
Consult with manager for space assignment.
Set up and display.
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MARKET DAY Certified Producer List
Display it.
Only sell those products on your list.
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MARKET DAY Money Handling
Have sufficient change on hand. Secure your cash. Keep the bill you are changing visible.
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MARKET DAY Certified Scale
You must use a scale certified by Ag Weights and Measures.
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MARKET DAY Bags
Provide take-away bags for your customers.
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MARKET DAY Containers
To transport and display your product.
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MARKET DAY Signs
Prices, advertising, educational. What would you want to know as a customer?
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MARKET DAY Display items
Tape, scissors, markers, material (cardboard, paper), zip ties
Business itemsPens, calculator, sales record book,
business cards, notepad Personal comfort
4 hour market is standardWater, chair, comfortable shoes, snack
FeesPay market fees at end of each market
day.
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MARKET DAY
Load ListFill it out accurately. Report all sales.
FeesPay market fees at the end of
each day.
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MARKET RULES
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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.
SafetyAlways act in a safe and responsible
manner. Comply with all safety regulations.
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MARKET RULES
CleanlinessKeep your space clean.Provide a trash receptacle for your
customers. Behavior
Unacceptable behavior can result in removal from the market.
ConflictsMarket rules have mediation guidelines.
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MARKET FEES
FeesTraditionally, 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.
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MARKETING TECHNIQUES
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MARKETING TECHNIQUE How much produce should I bring?
Bring enough for the day. Make it look full.
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MARKETING TECHNIQUE Stall
Make it stand out Organized, clean, colorful
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MARKETING TECHNIQUESigns
InformationPrices and variety
EducationEducate your customers and keep them coming back.
PromotionTell customers who you are.
PositionDon’t hide the signs, above eye level is easier to see.
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MARKETING TECHNIQUE
Brand YourselfCustomers will become loyal to
you and tell their friends.Create personal relationships.Make it easy for people to find
you.
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MARKETING TECHNIQUE
Food Assistance DollarsWICEBT
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GETTING READY FOR MARKET
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GETTING READY FOR MARKETCertificationStall
Canopy (quality), tables, table cloths, chair, containers
SignsScaleBagsChange Money Security
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FOOD SAFETY RULES
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HEALTH DEPARTMENT REGULATIONSSampling
Plastic glovesSanitary distribution (toothpicks)Non-absorbent cutting surface Handwash station with potable
waterSamples kept in a covered containerSamples cleaned with potable waterSamples disposed of 2 hours after
cutting
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HEALTH DEPT. REGULATIONS
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HEALTH DEPT. REGULATIONSValue Added Products
Processed certified productsNew 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 HealthMust comply with Health Dept.
regulations
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HEALTH DEPT. REGULATIONSOpen 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.
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QUESTIONS?
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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