No business can tick over all by itself. After setting up your new enterprise, your business planning should focus on a strategy of relationship building both in the market environment and with the broader community.

• Work with the manager: As stated already, most markets have a manager, organising group, or chairperson. You should liaise with them regularly to learn about any upcoming events, themed days, etc. from which you could benefit. The more involved you are in the market, the greater your chances are of developing successful customer relationships. Of course, you should also discuss with the manager any concerns or indeed ideas you may have which will enhance the overall market or create a better trading environment.

• Promoting both your business and your market: From your own business perspective, it is important to generate customer interest in the market in which you trade. Don’t forget that marketing never stops and needs to be considered within an ongoing calendar of events. Some tools you might consider using include:

• Adequate and informative signage
• Dedicated website
• Feature pieces on local radio shows
• Articles in local newspapers
• Sending product samples and information relevant to your market to food journalists in national papers
• Inviting national TV programmes to film on the market site
• Banners located on main roads to attract passing traffic
• Dropping market information leaflets door-to-door in towns surrounding the market
• If you are selling at the local agricultural show or festival, hand out plenty of leaflets telling them about your market, where it is located and when it is open
• Creating themed market events, e.g. summer soft fruit festival, etc.
• Periodic entertainment/music in the market to add character
• At certain times of the year, you could consider moving the market to a location where there is a high footfall and greater traffic density, such as a local shopping centre car park

• Team up with others: A commercial arrangement with other stallholders in the market may prove beneficial to both of you. For example, a butcher selling organic meat might sell some product directly to a hot food vendor who wants to put organic burgers on the menu. Look at the activities and product range of your fellow stallholders and consider whether there is any creative arrangement that would deliver advantages to both of you.

• Multiple market presence: Many stallholders grow their business by selling at a number of different markets in their immediate area or broader region. To decide if this is worthwhile, you first need to calculate the expense of setting up at the new location. Take into consideration whether the distance from your current location will be sufficient to attract a new customer base. If you wish to sell at markets that take place at the same time, one practical solution is to team up with a producer who has a stall at that particular market or, if resources are available, to send staff to trade on your behalf. Either way, it is important that any extra expenses are accounted for in your overall business planning and pricing model.

• Local food group: Many regions around the country have their own local food groups with their own regional identification and branding. Such groups can provide invaluable support and advice, and are well worth tapping into as you develop your business. With Food Tourism in Ireland growing, there is likely to be ever more evidence of producers working together on different initiatives , events and communications.

• Ongoing support: Bodies such as Department of Agriculture, Fisheries and Food, Bord Bia, Leader Groups, Teagasc and County Enterprise Boards provide a wide array of programmes to support small food producers. Contact each organisation directly to find out what assistance is available in this regard.

• Food awards: Food awards like the Great Taste Awards, Blas na hEireann Awards, the British Cheese Awards, the Bridgestone Guide Awards, Bord Bia’s Food and Drink Industry Awards etc. are great instruments to get your product noticed and promoted. Award-winning products create immediate excitement and new-found interest among customers and can help attract the attention of the local media. Your publicity material should highlight awards won. Prominently-displayed copies of relevant press cuttings will also inspire confidence in the customer. Raising the credibility of your product and building your reputation as a quality food producer are crucial to the long-term sustainability of your enterprise.

• Balance your time: In the earlier stages of your business you may be operating alone and struggling to balance the time between food production, product sales and home life. It is critical to get this balance correct: too much time spent in production does not leave enough time for marketing and selling, and vice versa. Of course, the big danger is that both activities will eat into home and family time. If you find that the pressure is telling on you, then it is time to consider taking on extra staff to support the business. You can move in small steps, perhaps initially employing help part-time to cover peak periods. You may also find that taking on extra staff is a catalyst to growing the business, as it allows you to focus on key areas of opportunity including new product development, sales and marketing.

• Business contacts: It is not unusual for stallholders to secure a business contract from a local shop, or even a multiple supermarket, as a result of an owner or buyer visiting the stall. It is important, therefore, that you have leaflets or business cards to hand so that you do not lose such business opportunities when they arise. (if the buyer does not live locally you may only have one chance to secure business with them).

• Consumer research: Developing an open dialogue with your customers is an invaluable tool in directing future business development. If you are working on the stall yourself, you will have a first-hand opportunity to conduct some basic but fruitful market research.

Find out what attracts customers to this farmers’ market, what kind of product they like to buy and, as conversation moves to your own product, ask if there are any variants they would like to try or improvements they would suggest. Of course, people are unlikely to voice direct criticisms to you, and if they are buying from you then it already indicates appreciation of your product. All customers, however, have views on what constitutes quality and you may be surprised at how their feedback inspires ideas for new product development and the overall enhancement of your range. To capture feedback, you could have a ‘comment box’ in the market, where (with easy access to pen and paper) visitors can give their views.

• The future: Hopefully your efforts in establishing yourself in the farmers’ market circuit will lead to a successful and satisfying business. Remember, all your time at the market should be considered as a learning experience to understanding the needs of the customer. This is important, not just in the context of the farmers’ market, but also should you decide to further develop other routes to market. Farmers’ markets have been the springboard for many successful food businesses in Ireland and they can be your starting point too.

Key Tips:

• Liaise with those in charge of the farmers’ market on a regular basis
• It is important to promote both your own business, and the market in which you trade
• Many stallholders grow their business by selling at a number of different markets
• There are a number of groups and bodies at both local and national level which provide support and advice
• It is important to balance the time, between business and home life
• You could use a ‘comment box’ to capture feedback from customers