Market

• Area farmers (mostly fruit and vegetable growers) would bring their fresh produce to the designated parking lot site and set up their own stands (shade canopies and tables) for direct sale to consumers during the agreed times.
• With hours-old freshness, an array of many varieties and specialties, and direct contact with the producer, consumers find that these farmers' markets are a neat place to shop.
• These seasonal markets usually open in mid-July. The farmers often feel they have too few items to do well in June, so they open with sweet corn, peaches, tomatoes, and melons. Close of season is usually in mid-October (some stay open until Thanksgiving).
• Saturdays are the most popular sales day choice (opening 8 - 9 a.m., closing noon - 3 p.m.-ish). Thursday or Friday afternoons until early evening could work well too.
• This type of market is in contrast to the year-round, indoor farmers' markets more common in the region (Reading Terminal, Jenkintown, Chestnut Hill). Most vendors at these markets are resellers of regional or imported foods and produce.

Controls

• The farmers would abide by your restrictions as to space, times, site, products, etc.
• To maintain a sense of market order, they'd form a farmers' market association with by-laws, membership fees (for advertising and other shared costs) and a volunteer leader.
• Typical internal rules at other outdoor farmers' markets include:
  • "Sell only what you grow."
  • "Clean up the site before leaving."
  • "Fair pricing of products by all farmers."
  • "No sales to shoppers before official opening hours."
  • "Attend every sales day possible."
  • "Abide by the agreed by-laws - - or else."
• Regarding liability at most outdoor markets, farmers do these:
  • Extend their own farm insurance policy to cover product and general liability for their stand.
  • Also, they usually buy a new insurance policy as a group ($1 million) for general liability.
  • In one case, the farmers incorporated their market association to formalize the business.
• After two seasons with a seasonal, open-air farmers' market, the Crown America Corp. (South Mall, Salisbury Township, Lehigh County) has decided to simplify things by having the market treasurer pay the lease before the season ($1,400 for 8 vendors for 14 weeks, or $12.50 per farmer-vendor per sales day).

Products - Area farmers are capable of growing many varieties of the products below.

• Fruits: Apples, peaches, berries, pears, plums, apricots, nectarines, grapes.
• Vegetables: Sweet corn, tomatoes, melons, potatoes, squash, beans, peas, peppers, cantaloupes, cucumbers, herbs, garlic, lettuce & greens, beets, potatoes & more.
• Homemade foods (complying with safe food practices and registered and inspected by Pa. Dept. of Ag staff): Apple cider, fruit preserves, fruit pies, bread, muffins, herb vinegars, salsa, ketchup, pickles, dried tomatoes, and a few others.
• Plants: Potted perennials and herbs, bedding plants, field grown cut flowers, potted mums.

Benefits

• More shoppers at your site
• Freshest farm products for consumers
• Local market opportunity for farmers
• Area WIC recipients can use their Farmers' Market Nutrition Program checks
• Rental revenue for property owner
• Media coverage of the opening and perhaps other public relations opportunities.

Method

If the idea for a seasonal, open air farmers' market is agreeable to you, contact your county's Penn State Cooperative Extension Agricultural Marketing Agent. They may be able to assist you by issuing an invitation to the region's farmers to meet at the site and present the opportunity. If there's enough interest (minimum of three farmers?), then meet with them to help them organize themselves and decide when to open.

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