All Things Farmers Market
Usually when folks think about farms selling produce, they think FARMERS MARKETS. Believe it or not, selling our veggies at markets was actually the LAST revenue outlet that S&P entered, following our CSA box program and wholesale partnerships. That’s because California has some of the best farmers markets in the country and they’re incredibly competitive to get into. Local produce around the Bay and LA thrives in the California climate, making farm stands and market associations pop up year-round in both urban and suburban areas. Seven years into spading & plowing, our farm is proud and grateful to be a weekly presence in three different farmers markets around the Bay Area.
The Logistics
Setting up and taking down an entire store front each weekend is NO JOKE. It’s a job for two or three people, yet sometimes ends up one one person’s shoulders (and those shoulders become very strong after a season of leek liftin’ and turnip tossin’). The display matters, just like any store front, and Spade & Plow takes great pride in the thought we’ve put behind making our product look oh-so-fine. Market mornings wake up time usually start at 4am, and the preparation of harvesting, cleaning, and counting starts 2-3 days before.
Even though market revenue is a good chunk of our yearly income, it’s the most inconsistent income compared to wholesale, restaurant, and CSA revenue. Whether the weather, holiday weekends, summer time, game days- they all have an effect on the busyness of a market weekend, and it’s tough to project how much produce we should bring to minimize waste while maximizing sales. 49ers game? We share our parking lot with SF fans trying to take Caltrain to the stadium. 4th of July weekend? Everyone wants cabbage for slaw. Rainy winter day? People tryna’ stay warm inside! Regardless of the expected and unexpected foot traffic, in order to make our display look abundant and appealing, we need to bring more produce than we expect to sell. This ‘pile it high watch it fly’ mentality is always a first-day-of-market training strategy for new employees.
Why Do it?
Yes, market cash flow is super unpredictable but what is always predictable is the wonderful weekly friendships and long term relationships we get to foster and grow. Some of our most coveted farmers market friends (and providers of our specialty CSA add-on items!) include Midwife and the Baker, Wise Goat Organics, Sweetdragon Baking Company, and Roxanne’s Biscotti (the list doesn’t end here!). This diverse group of vendors are what brings customers in and out of our weekend tents. We all support each other by making and growing what we know best, while increasing the options buyers can choose from.
Some of our favorite products from market friends.
The camaraderie is sweet, but the competition makes us better (it’s a healthy competition, don’t worry). When we see other vendor’s high quality goods, discover what specialty varieties other farms are growing, and ask neighbors how in the world they sell so many tomatoes, we’re pushed to be better and more creative as a company. Last year, we were stretched by market competition to start our own dried flower wreath program, grow unique chicory varieties for specialty chef buyers, and shift our CSA box menu based on consumer patterns and interest. Each season, thanks to friendly competition at the farmers market, we’re seeing our tents fuller, our displays more funner (yes, that’s a word), and our products fresher.