1.1 Making your Stall stand out⯆⯈

People love shopping at Farmers’ Markets – it’s the only shop where they can talk directly to you the Producer about how and where your food has been produced, grown, bred. Once you have decided that you want to continue for the long term you now need to start thinking about moving up a gear !! So how to make sure customers know what makes you and your product special.

1.2 Review your stall⯆⯈

What do your customers see when they approach your stall ?. How will they remember you and your products ?

What makes your stall stand out ?

Step outside and take a look at your stall layout. What can you do to improve it ?.

• Is your stall clearly labelled with your farm/business name ?

• Does you display your logo ?

• Can customers recognise your BRAND ?

• Do you have any pictures which tell your story e.g. pictures of your farm, or you making/baking etc

• Do you have an information leaflet to give to customers (which include your logo, contact details (i.e. your BRAND?)

• Is it easy for your customers to see your products and prices? (use a tiered display)

• Do you make it easy for customers to read your labels ? (many elderly customers cannot read small print)

• Are you informing customers why they should buy your products ? ( flier/recipe cards)

• Do you tell people when your produce was picked or prepared? (a sign)

• Do you always welcome customers, even those who don’t buy ?

• Do you offer customers a taster ?

• Do you wear a name badge ?

• Do you know the names of your most loyal customers ?

• Do you create a ‘special value’ offer ?

• How do you expect your customers to remember you and your products ? (include a Business card/flier/recipe inside your packaging or adding your sticker on the packaging )

1.3 The 'Professional stall'⯆⯈

• Presentation – do your products look appetising and inviting?

• Are you using colour, height and shape to create impact and interest in displays?

• Does your stall look generous? Customers are drawn to an abundant display

• Do you replenish stock or rearrange it as needed? Customers perceive low stock as leftovers.

• Is your stall clean and tidy?

• Is any rubbish or packaging showing?

• Pricing: do your prices stack up? (Show favorable price comparisons)

• Show that you know what you’re doing (display certificates, prizes, awards).

• Make sure you display your Hygiene Certificate and have your Allergen Chart handy (customers feel assured by these)

1.4 The 'Professional You'⯆⯈

• Be clean and tidy, with clean hands and nails (people do notice, especially if you are selling food).

• Tie long hair back if serving ready to eat food; wear disposable gloves (and change them).

• Wear your own branding on clothing.

• Try not to leave your stall unattended.

• Have insurances up to date, Environmental Health Certificate and Trading Standards registration etc.

• Don’t bad mouth others at the market.

• Make sure your representatives work to the same high standards.

1.5 Why do people shop at Farmers Markets ?⯆⯈

You need to take this into account to understand why customers shop at a Farmers Market. This will help you develop your marketing approach. Customers shop at a Farmers market because:-

• they want to make a statement e.g. re climate change, importing produce, factory farming etc

• they believe in the ethos of Farmers Markets produce, especially regarding their freshness and quality

• of a growing interest in local food.

• they wish to purchase quality, local produce

• it makes them feel good

• they see the market as an opportunity to meet up with friends

• they enjoy the ambiance

• they can learn more about cooking and about where their food comes from

THIS IS WHAT IS MEANT BY THE FARMERS MARKET BRAND

2.1 How to create Customer loyalty⯆⯈

Customer loyalty is defined by how willing a customer is to engage with and repeatedly purchase from your business.​ Returning customers bring in more revenue compared to new customers. So focusing on keeping existing customers happy can be the key to unlock growth, even during more challenging times.

2.2 Key benefits of customer loyalty⯆⯈

• It’s a way to measure the quality of your product

• It can help you with planning and budgeting decisions

• You can gather honest feedback and insights from loyal customers

• Loyal customers refer your products to other consumers

• Loyal customers aren’t easily swayed by price or availability

2.2 The value of customer loyalty⯆⯈

Customer loyalty translates into a range of financial benefits for your business :-.

• The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5-20%​ (Invesp, 2021)

• Customers tell an average of 9 people about a positive experience with business, but they tell 16 people about negative experience (Forbes, 2019)

• Over 83% of customers say that belonging to a loyalty program influences their decisions to buy again from a brand (Yotpo, 2022)

2.3 Practical tips for fostering customer loyalty:-⯆⯈

• Prioritise the quality of your produce to inspire your existing customers to tell others how good your produce is

• Introduce a loyalty programme!

• Invest in excellent customer service

• Be proactive in asking for feedback - and act on it

• Build loyalty with email marketing (or with e-newsletters)

• Build trust and make yourself likeable !

3.1 Give them information about your business⯆⯈

3.1.1 Explain what benefits you are offering⯆⯈

• fresh, seasonal, local, special variety, regional food.

• how you grow, rear or make what you are selling.

• Display pictures on your stall are perfect for answering questions

• Tell people why what you do is good for the environment: organic, animal welfare, fewer sprays and pesticides.

• Offer them a TASTER (most customers will buy if they accept a taster)

• Tell people if you use less plastic and less packaging.

• Solve problems by telling them how to use, cook or store your produce.

• Give out recipes to inspire them.

• Point out other items on the market that might compliment what you are selling (include their produce on your stall and vice versa).

3.2 What is your BRAND⯆⯈

Your Brand tells customers your story in an instant. They know they can rely on you, your products and the quality of your produce. They are keen to tell their friends about you and your products. In effect they become your unofficial sales promotors !

4.1 Your Unique Selling Proposition ('USP')⯆⯈

Once you have organised your stall and production and your business is becoming successful, you should now start to think about investing in areas which will both attract new customers and make sure you don't loose existing customers.

What makes your product so good ? This is your Unique Selling Proposition.

This is what makes your product(s) stand out from others and why customers buy your products rather than others ?

Your 'USP' equates to YOUR BRAND i.e. you need to make sure customers understand the 'value of your products') e.g. "fresh", "healthy", "rare", " tasty", "no preservatives", "indulgent".

4.2 "The 5 P's" that every business should follow.⯆⯈

This information should be on your Member's web page:-

PRODUCT : Your product(s) must appeal to the people you hope will become your customers. This includes 'eye' appeal

PRICE : Your price should be acceptable to your customers (remember they can easily look up other retailer prices on-line)

PLACE : Make sure customers know where your produce comes from and where they can buy from you and how to contact you

PROMOTION : Tell your customers about your products, engage with them, tell them your story

PACKAGING : Make sure your customer sees and remembers your product. Remember plastic packaging can turn customers away.

4.3 Your 'BRAND'⯆⯈

The idea is that your customers will recognise your 'Brand' above others. Your Brand should be included in all your marketing material, this includes banners, 'A' Boards, fliers, stickers, business cards, social media, packaging, labels, name tags, aprons and web site i.e. anything and everything your customers see. Before committing to a BRAND design, look around see other brands work, even competitors

A brand comprises:-

• Your name

• Your logo

• Contact details

• Design (colours, look, fonts)

4.4 Professional labelling⯆⯈

You may have to include labels on all your products so use them to remind customers about you and your BRAND.

• A professionally designed label will help you increase sales (look at how much Supermarket's spend on labelling !)

• Make sure it’s visible from a distance.

• You grew it, reared it, made it – say so ! And say why that’s a benefit.

• Display product features and benefits (note: Trading Standards are wary of publicising health benefits)fhgkj

• However beware of making health claims – Trading Standards could pick you up.

• Legal requirements – See Requirements

4.5 Packaging⯆⯈

• Does your product still look appealing when you package it

• Many customers will judge you and your products by the packaging you use. Some are put off buying more if they find they have to accept unfriendly eco-packaging.

• Pop your your leaflets and recipes in with your products as you wrap it up. This will remind them about you and your products when they are at home

• Add your BRAND details to your packaging. The simplest solution is to add a smart sticker with your logo and contact details to strong paper bags.

4.6 Sales Analysis and the 80-20 Rule⯆⯈

The 'Pareto principle'. This states that as a rule of thumb that many things in life and in business splits into 80%-20%. It is not exactly true but the exercise is worth while doing. Have a look at the number of items you sell. What percentage of sales or profit is made from each one ? Start adding the most profitable ones together. If you find that 60-80% of your sales and profits are derived from 20-30% of your products, so you can then see where you should be concentrating your time !! However, make sure you don't discard products which you think have future growth potential.

5.1 Your KFMA Web site⯆⯈

As a member of KFMA you will have your own Web site (to set it up or amend it, please send details to Laura@kfma.org.uk). It is your base reference point and includes all your contact information plus links to all your own web and social media sites. It should also inform customers about you (your story) and your products. Pictures are key to selling. Display your products AND your location on your web site and social media. Use snippets of your story for your social media profiles and any marketing material you print. ALWAYS link customers back to your KFMA web site shows links (or a QR code) back to your web site. Make sure your BRAND is recognisable on all your digital and printed material.

5.2 Your own Web site ?⯆⯈

Although the development of your own web site is now relatively easy you still need to be prepared to spend time designing the format and then populating it with pictures and information. The next problem is how do you 'spread the word' to inform potential customers that you have developed your web site i.e. how do they find it amongst all the hundreds of other web sites selling similar products ! Your Member's web site on the Kent Farmers Market (KFMA) site can help you as it is already well known and attracts people (80,000 of them in 2022) who are interested in Farmers Markets. This can link to your own web site. However, you must make sure your web page and the information on your web page stands out. The KFMA web site attracts on average over 5000 views a month. This means that you already have the benefit of using this as your starting point rather than at zero which is what happens when you create your own web site i.e. not only do you have to create your own web site but then you have to inform people about it.

Your KFMA Members web site is linked from all the markets you attend to your own web and social media sites

It is essential to keep your web site up to date. Anything new (e.g. in this season or new products) should be included but out date information gives a poor impression of both you and your business.

5.3 How do potential customers find your own web site and social media sites ?⯆⯈

They can use search engines (e.g. Google) to search by your Trading name and the name of a product but they also display so many possibilities. A Domain name which incorporates your Trading name helps. Don't make it too long as customers will have problems in typing it in !

5.4 Packages to help develop your own Web Site⯆⯈

If you want to create your own web site, there are realy good packages on the market where all the hard work of design and programming has been taken out of your hands. All you have to do is to choose which package is right for you

• Shopify:-This has been designed as a way of setting up a site to sell to your customers. It has 70 templates for you to chose from, it permits you to sell via facebook and offers links to many different card systems

• Godaddy:- Good for designing your own web site and now has a facility for creating your own shop

• Square Space:-Has templates optimised for mobile Users. If you already have a web site it has a facility to move it across. It also links to Mailchimp

• ETSY Designed for niche products. Has many templates but a key feature is that it has a built in customer base which you can access straight away

• WIX Enables you to develop your own site simply. Also enables you to integrate into more than 300 Aps.

6.1 Facebook⯆⯈

This should be used to both inform potential customers about you and your products. You could use Facebook to build your audience and generate leads. Facebook Adverts may be useful as you can limit the area it is displayed and consequently only locals (potentila shoppers)_will see it

6.2 Twitter⯆⯈

It is used to inform what is going to happen shortly e.g. where you will be next week or a new product you are bringing out. Make sure you send a copy of your Twitter name to steve@kfma.org.uk and he will set you up on the KFMA Home page twitter feed (which will inform customers of your web site)

6.3 Instagram⯆⯈

Should be used to show off pictures of you and your products. Customers love to see what is growing, being harvested, made etc and in particular see animals on your farm !

6.4 Videos⯆⯈

The new way of selling, using short videos explaining your product, how you make it etc. Anything to hold the potential customers attention and impress. The following offer video facilities Instagram, LinkedIn, Snapchat, TikTok, Twitter, Vimeo, WeChat.

The key is to create a script beforehand. It MUST be sharp and to the point otherwise you have not gained but lost a customer

6.4 Email Marketing⯆⯈

Most social media methods tend to be a scatter gun approach to promoting your business. You have no control of who is seeing them. A more specific approach is by sending emails to specific customers. However, you will need to build up a customer database (of their email addresses) and then use a mass email marketing program (e.g. Mail Chimp) which help you format promotions, use pictures and your brand to get your message across.

• Such emails are 5 times as likely to be seen by your customers than on Facebook

• However, you MUST obtain customer's consent to email them (to conform to General Data protection Rule (GPPR))

• Another benefit of these systems is that you are able to see who has opened your emails !!

7.1.Turning complaints round⯆⯈

The helpful customer is the one that tells you when they are unhappy with something. The least helpful is the one that doesn’t tell you but tells ten friends that they didn’t like your product and /or the market.

7.2 Golden rules⯆⯈

• Acknowledge.

• Listen.

• Don’t argue or be defensive.

• offer a refund or replacement and something extra

• Respond helpfully and explain how you will avoid the problem in future.

A customer whose problem you have solved is more loyal than customers who haven't had problems !

Remember, how you deal with a complaint could impact on the customer’s perception of the WHOLE market as well as your business.

8.1 Helping the Market run smoothly⯆⯈

• A farmers’ market is more than a collection of individual stalls, it is a retail entity.

• You have a collective responsibility for the success of the market. The Manager is responsible for overall 'marketing the market' but you are responsible for keeping them ! (If customers are not impressed with the produce they will not return)

• Word of mouth is the most effective marketing tool for your business and the market – and it’s free.

• Know your ‘departments’ – get to know your fellow stallholders’ businesses and products so that you can help customers around the market.

• Add value to customers' purchases (up-sell) by recommending complementary products.

• Think about whole market recipes.

9.1 Payment systems⯆⯈

Cash can be a limitation on sales. Customers run out of it !! Why should we expect the customer to go to a Cash point so that you can make a sale ! Do you know of other retail outlets which only accept cash ???

9.2 Always accept card payments.⯆⯈

However, unlike other retail outlets you may sell at more than one outlet and so you need to check whether your Card Reader works in all the locations you visit (especially at Rural markets). If you have problems have a word with the Market Manager as there may be solutions to improve wi-fi reception

Can you incorporate a multiple network server or take multiple SIM cards with you (i.e. you then have to use a SIM card for different locations depending on which network works) to increase the probability of communication success

Is it worthwhile investing in a more sophisticated card reader which will help you with your administration ?

Kent Farmers Market Association are investigating different solutions to improve card reader reception. If you already have found solutions we would very much like to learn of your experiences

9.3 Using Bookkeeping to understanding your business⯆⯈

Simple bookkeeping helps determine if and where you make money. It enables you to balance what is in the Bank with known future expenses and incomes.

You can create your own system by using a spreadsheet (e.g. Excel).

Here are two examples types of design a system.

One displays the Months in each column Example of an Excel accounting system and the other displays Sales Products and Expense Type in each column Bookkeeping example 2

Both examples show the same result, it all depends on how you wish to display the information

10.1 Where do you see your business in 3 or 5 years time ?⯆⯈

• Can you sell wholesale to restaurants, shops. This reduces your profit per item but would increase your overall profit if you are able to increase sales volume. It enables you to concentrate of the production process and minimises your direct involvement in the selling process, and time (and cost) taken in travelling etc.

• How many Farmers Markets is it practical for you to attend without impacting on production ?

• Do you have the right sort of person to represent you and your products when you start trading at multiple markets ?

• Will you have sufficient income to increase scale and employ skilled personnel and /or apprentices ?

• What will be the impact on your time when you employ others ?

• What will be the impact on your Cash Flow ?

KFMA have created a 'Wholesale market' which lists all Producer members who want to sell to other businesses, so restaurants, Farm Shops and other food retail outlets can use it to find specific products. Please contact Laura@kfma.org.uk if you want to be on the list (or taken off the list !)

10.2 Which way do you want to follow? Marketing or Production⯆⯈

Having managed to build up your business by yourself you will reach a point when you need to expand. This is always the downside of both making and selling your products yourself.

• How to decide the direction ?

• Is your strength in marketing or production ? Do you wish to focus on sales, marketing, building customer and community relationships or do you prefer to concentrate on running the food production, finding out ways to reduce the costs and/or improve the time of production and general logistics.

• If you are an artisan maker how do you find others who have the appropriate skills to take over ?

• Are you able to concentrate your time in other areas of the business without constantly looking over shoulder to see if the quality is right ?

Depending on what you make you may be able to to contract out your production or even band together with one or more other businesses to concentrate on production and thus reduce production costs whilst expanding your business.

Usually the easiest way is to expand production and sell at more markets.

You know the production process and the additional investment required. You also have experience of selling at markets and you can train others to sell you produce.

If you expand via Wholesale you will still need to expand your production capacity but now you must rely on 3rd parties to sell your products and reduce your margins as the 3rd party AND the shop selling your produce will want to make a profit from selling your products. Another alternative is to sell directly to other retail outlets e.g. Farm Shops, Village shops. This means you will have to find these other retail outlets and make sure they offer your products appropriate shelf space, again this takes more of your time and there will be less time to spend on the production process.

You may find in the short term it would be better to hire in a specialist to put you on the right track before hiring someone else in to take over what you are doing now. You can usually find someone who has experience in marketing than someone who has the requisite artisan skills (which you most likely have !).

10.3 Employing staff⯆⯈

To be able to expand you need to determine what areas of the business you can entrust to others. Perhaps you are the only one you can trust to expand production. Is it possible to employ others to work on the mundane certain parts of the production process whilst you concentrate on the key elements.

Can you employ someone to take away the administration ?

Could you work with a specialist to build up the marketing/promotional side of the business ?.

In all cases you do not need to actually employ anyone but simply hire their time.

One of the downsides of hiring time is that you may not be in charge of all facets of their workload. You will need to change priorities. Can they cope with that ? How much will such changes costs you ? Do they have staff available when you want to change tack ?

If you are happy with the idea of employing staff should they be full time or part time ? It also means that you pick up the not just the legal responsibilities for them, but whether that are able to deliver the quality of work you want. When hiring anyone it is always advisable to create a contract of work with a proviso that if you are not happy with them or their work that the employment can be terminated after say 2 or 3 months. It is always worth while joining a reputable trade association who can relationships get difficult.

10.4 Future Mission Statement⯆⯈

Force yourself to sit back and think hard. Your mission statement defines your business reason for existing and the aims you wish to meet. Given what you know now, where you want to be in 2 years and 5 years time. Answer the question 'Who are you serving and why ?'. This should be a very simple statement, but something which gives you enough information to help you determine the way forward. It may well be a good investment to find a suitable consultant who can offer you alternatives to explore.

10.5 Go broad or Go Deep⯆⯈

How to expand the company ?

Broaden your horizon i.e.add new items for sale or expand and concentrate on what you have now ?

• .....Go Broad ..............or............. Go Deep

Need more research.................Expand on what you know

More visibility.............................Easier promotion

Spread the risks........................All 'eggs in one basket'

More potential...........................Lower costs

Reach out to new customers....Expand sales area

Lack of economies of scale......Economies of scale

There is no reason why you can't take on both routes !

10.6 Longer Term Administrative systems to help your business⯆⯈

If you want to expand and borrow more money you will need a professional looking accounting system. This will not only help you run the company more effectively and efficiently but if you ever need to borrow money to expand your lenders see you are professionaly competent to run your business and have all the information you will need to make decisions which affect your future. Once you begin to grow it is advisable to invest in a simple book-keeping package such as QuickBooks.

11.1 Developing a Business Plan⯆⯈

Once you have developed your Mission Plan and decided the way to grow, you will need finance to turn these plans into reality. You may need to persuade others to invest (a sort of mini 'Dragons Den'). Writing a detailed Business Plan forces you to do the detailed research as to how exactly are you going to expand, devlop your market niche and create products that people wish to buy.

The Business Plan comprises:-

• Executive Summary (a one page summary/snapshot of you, the company and your plans

• Company Overview (your vison, goals and objectives)

• Definition of your market, Competition and Your Niche (how you fill a a need and competition)

• Description of your Products and Services (define what makes you different)

• Marketing and Sales Strategy (Defining your Brand, product and company marketing strategies

• Organisation and management (Business structure, accounting and reporting)

• Cash Flow (costs and projected income plus funds required)

Kent and Medway Growth Fund have developed a programme called The Food Accelerator which is targeted at ambitious businesses looking to grow & scale. The 4-month hands-on Accelerator Programme offers technical and business support. As well as getting the technical support and testing new product ideas, participants will receive a range of business training courses, masterclasses, mentoring and one-to-one business support.

We organise a monthly face-to face workshop to help build a sustainable and profitable business model and work on their offer and pitching skills.

A.1. Food Hygiene⯆⯈

This is critical to selling your food to 3rd parties (i.e. wholesale). It affects all food but mainly the preparation of produce you make. HACCP (Hazard Analysis and Critical Control Point has been developed as a food safety management system by the Food Standards Agency and their guide 'MyHACCP' is a free web tool that will guide you through the process of developing a food safety management system. You must sign up to this if you wish to sell to 3rd parties.(Some 3rd parties may wish to see your HACCP process before purchasing from you)

The 'MyHACCP' Tool enables you to produce a food safety management system that shows how your business identifies and controls any hazards that may occur in the food you make. You will find a range of resources to assist you with completing the tool and with understanding implementation of HACCP principles more generally in the Help section.

B.1. Your score is important⯆⯈

Your investment in the expansion of your business MUST include continued investment in hygiene. A score of 4, preferably 5, is essential if you wish to sell wholesale. The scores have now become a simple way for all to judge the state of your business.

Score required:-

'4' means that the business was rated as good on assessment.

'5'A Food Hygiene Rating of 5 means that the business was seen as very good.

C.1.Food Labelling, Food Safety and Weights and Measures⯆⯈

• Food Labelling/Food Information to consumers. https://www.food.gov.uk/business-guidance/packaging-and-labelling

• General Food Law https://www.food.gov.uk/business-guidance/general-food-law

• QUID Labelling https://www.businesscompanion.info/en/quick-guides/food-and-drink/labelling-of-prepacked-foods-QUID

• Health and Nutrition Claims. https://www.gov.uk/government/publications/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-1924-2006-on-nutrition-and-health-claims-made-on-foods

• Weights and Measures packaged goods. https://www.gov.uk/guidance/packaged-goods-weights-and-measures-regulations

• Scales in use for trade: https://www.businesscompanion.info/en/quick-guides/weights-and-measures/weighing-equipment-for-legal-use

• Distance sales. https://www.food.gov.uk/business-guidance/distance-selling-mail-order-and-delivery

• Protected Foods. https://www.gov.uk/guidance/protect-a-geographical-food-or-drink-name-in-the-uk

• Organic Products. https://www.businesscompanion.info/en/quick-guides/food-and-drink/labellling-and-describing-organic-food

• Pricing. https://www.businesscompanion.info/en/quick-guides/pricing-and-payment

• Allergens. https://www.food.gov.uk/business-guidance/labelling-guidance-for-prepacked-for-direct-sale-ppds-food-products

D.1. Advice re Setting Up a Business⯆⯈

• Government advice re setting up a Business.

• Government information on working for yourself

• Kent and Medway Growth Hub provides a ‘one stop shop’ for advice, support and more information for business see Local business support

• Here they offer Top Tips to starting a business

E.1.The Kent & Medway Growth Hub⯆⯈

Their website includes a webpage which provides a good overview of potential grants see https://www.kentandmedwaygrowthhub.org.uk/learn-about-grants-and-finance/

E.2. Local Authorities⯆⯈

Check their website which may also flags up other useful information e.g. Tonbridge and Malling - Click here

E.3'Start Up Loans'⯆⯈

see - https://www.startuploans.co.uk/ (This is a Government initiative and includes 12 months free mentoring) .