Okay, I’m going to warn you now that you may not like my advice, but it comes from many years of experience in local agriculture, from conversations with people currently still active in that field, and from a wife who sells at small markets. I will say that my experience and the experiences I’m familiar with are in New England, primarily centered on vegetable farming, and my wife who is a production potter selling at markets. You say that you take off the hot weather, so you are someplace warmer, so your mileage may vary.

1st point… There is no need for more markets. There was a need for them in 2008 at the height of the local food movement, by 2014 the huge numbers of markets were competing with each other for vendors and shoppers. As small farms started to fold the membership shrunk, the failing farms started selling lower quality produce with then turned customers off of local food and customer dumbers fell. At this point, the established farms know which markets are viable, and the customers know which ones are worth visiting, if your market is missing one of those things it starts to death-spiral.

2nd point… The best markets that I ever sold at have been run directly by farmers or have a board made up largely of them. At the height of the local food movement, many markets were started by people who really meant well but had a romanticized image of farmers’ markets. It was as if we were harkening back to the olden days when every village had a market… except that never existed because it wasn’t viable ever. This might be really New England specific, but do-gooders were doing a lot of good without the insight of experienced farmers. If a grower realized that a small market wasn’t paying and they dropped out, it was a scandal, like “So-in-so farmer doesn’t even support the market in their own town!” When in truth that farmer has been living off granola bars, PBR and 4 hours of sleep for months and they need to simplify their market. The best way to do that was to drop the low value one and instead one send produce and staff to the market that’s worthwhile. On the flip side, I saw customers shamed, even by the remaining farmers, for shopping at the larger regional market and not the one in their village.

Which brings us to 3rd point… Notice how I said “advice from experienced farmers” up there. Many markets that I saw clinging to life were populated by inexperienced farmers or hobbyists. That is to say, people who don’t really know their trade yet or who don’t need to know it because the market is social time. The town I’m in has one of those still, I’ll stop in to socialize but if were seriously shopping at a market I would drive 30 mins to the city that hosts one on the same day. It’s not worth anyone’s time to cater a market for those people.

This is all pretty negative, but man I was in it for the rise and fall of local food and I’m pretty bitter about what went wrong. If I have any positive advise it is to ask the experienced farmers what they think, if you should continue and how to do so. Make sure they know that they can speak freely without offending you and make sure you listen. Ask if they are selling at other markets, ask why they think this market should exist, what it brings that others do not. Also, talk about what it brings compared to their other marketing streams. Does it improve food access for folks that need it, is it a good place for their CSA pick up or sign ups, is it just a place to socialize? What are they looking for from this market? Can that need be creatively met at your space without the financial strain on the farmer that a market presents? Remember, going to a market is a huge financial burden, the farmer can’t be out working their fields, maybe they have to pay someone to man their booth, or it pulls product away from a more valuable market or stream.

That’s all I have for you right now.