This document provides guidance for farmers on alternatives to farmers markets for selling their products. It discusses various options including institutional sales, CSAs, digital markets, wholesale, on-farm experiences, and retail. It encourages farmers to evaluate these options based on their goals, the market opportunity cost, and margins. Examples are given comparing potential profits from farmers markets versus institutional sales. Questions are posed to help farmers determine which options best fit their mission and vision.

1. The Anti-Farmers’ Market
Farmer Survival Guide
Cory Mosser
Natural Born Tillers

2. • Business Planning
• Efficiency Improvement
• Project Management
• Farm Development
• Affordable Small Farm Coaching
Cory Mosser
www.naturalborntillers.com
912.257.9865
corymoss22@gmail.com

3. Why Markets Are Great
• Brand Identity
• Business Incubator
• Reliable Sales (depending on market)
• Community Connection
• Camaraderie and Trading!

9. Why Markets Are The Worst
• The Drive
• The Exhibit
• The Off Day
• The Hustle
• Competition

10. Consider Leaving If:
• Sales are down consistently over two years.
• You don’t consider yourself an anchor
• Larger farmers are co-opted from other markets.
• There are multiple new markets in your area.

11. Consider Staying If:
• You are a Market Anchor.
• Your Market is more than 5 years old.
• You can promote value-added products, events
and other services.
• You have an awesome market manager.
• You are making money!

12. But Are You Making Money?
Product $1,400
Sales $1,000
Market Day Labor $200
Harvest Day Labor $360
Market Fee $25
Packaging $40
Waste $50
Aftermarket Run $200
Net $535

13. Marketing Trends
• Food cost is going up, less food dollars available to
families.
• Less people are preparing meals regularly at
home.
• There is increased competition to capture the
interest in local foods, from other small farmers to
giant companies.

15. “Local” is confusing

16. Is this a Farmers Market?

17. Farm To Fable

18. The Sky Is The Limit

19. Peak Farmers Market?

20. Business Cycle
• Exploration
• Involvement
• Consolidation (We are here)
• Stagnation
• Decline
• Rejuvenation

21. Alternatives To Farmers
Markets
• What is right for your farm? Does it flow with
existing operations?
• What is the opportunity cost for a new market?
• What are your defined goals? Does this help meet
them?
• What are the margins?

22. EXAMPLE 1 Farmers Market
Institutional
Market
Selling
Price
$3.50 $1.50
Production
Sales Cost
$1.96 $0.83
Est. Profit $1.54 $0.67
Est. Markup 79% 81%
Pounds
Sold
760 800
Total Profit $1170.00 $536.00
EXAMPLE 2 Farmers Market
Institutional
Market
Selling Price $3.00 $2.10
Production
Sales Cost
$1.96 $0.83
Est. Profit $1.04 $1.27
Est. Markup 53% 153%
Pounds Sold 760 800
Total Profit $790.00 $1016.00

23. CSA
• Lowest Hanging
Fruit
• Fairly easy to
establish
• Builds customer
loyalty
• Intense Competition
from within and
without
• Administration time
suck
• High turnover

24. –Johnny Appleseed
What does your customer want?
• Convenience
• Connection
• Options
• Deals

25. Digital Markets
• Locally Grown
• Amazon Fresh
• Your own Website
• Produce Delivery Services

26. Traditional Wholesale
• Easy to plan
• Production efficiency
• Allows Specialization
• Easy to control growth
• Giving up the
marketing dollar
• Weak negotiating
position
• Higher risk
concentration
• Food safety regulation

29. Intermediate Wholesale
• Food Hubs
• Meal services
• Produce Delivery Services
Attempt to be as close to the consumer as you can.

31. Restaurant CSA
• Priced at $300/wk per share for 12 wks
• Typically 5-6 cases of veggies
• Sold 4 shares to Hyatt Alone
• Total of 8 shares sold each 12 wk period
• $57k in income from 3 vendors!

32. On Farm Experience
Timpson Creek Farm
Clayton, GA
3 acres Certified Organic Blackberry and Blueberry PYO
Grade School and
University Intensives

35. Retail
• High visibility
• Other sales
opportunities
• Rain or shine sales
• Grueling hours
• Extra labor
• Licenses and taxes
• Equipment Cost

38. Questions to Ask
• Do You Have A Written Mission Statement?
• What is The 3, 5, and 10 year vision for your farm?
• Are there other marketing alternatives that are more
in line with your goals?
• How crucial is the market to the community?
• Is your market better as a secondary outlet?

39. CORE VALUES
1. Incredible Quality
2. Rare Variety
3. Competitive Price
4. Friendly Staff
5. Sustainable Practices
3-YEAR PICTURE
Future Date: January 2021
Revenue: $95,000
Profit: $8,000
Measurables: Trays sold, referrals generated,
varieties planted
What does it look like?
• 2 greenhouses producing throughout the year
• Early transplants help growers start the
season on time
• Over 50 varieties of vegetables available
• Plants shipped online through the Southeast
• Primary producer for small organic farms in
Georgia
• Business has expanded to include organic
fertilizer and other inputs
• 50% of potting mix produced on farm
• Referral discount system reduces marketing
pressure
• 4000 trays produced
• Automated irrigation and seeding reduces
labor
• 2 wholesale contracts negotiated
• Independent breeding program established
CORE FOCUS
Purpose/Cause/Passion: To help others grow great food.
Our Niche: Whether you grow 1 plant or 100 acres, Pineywoods has the best
organic plants on the market.
10-YEAR
TARGET
January, 2028: Record orders of transplants has necessitated the construction
of a fourth greenhouse. Increased demand from home growers has led to a
boost in larger pot sizes, increasing profitability.
Goals: -7500 trays produced -$385,000 in income -15% net profit -50% retail
clients
MARKETING
STRATEGY
Target Market/“The List”: Small organic farms, mid-size organic gardeners,
regional wholesale outlets
Three Uniques:
1. We deliver on time
2. We plant the best adapted varieties in the south
3. Every plant is critical
Proven Process: Using formulated fertilization, soil biology and climate
control, we are able to produce incredibly healthy transplants.
Guarantee: Every plant delivered will thrive.