Roll Up, Roll Up!

I have to admit it, I quite like farmers market. Not that I don't moan each week when I load up the car and leave kids still in their pyjamas. I like meeting customers, I like it when we sell lots and bring home piles of cash and I love being able to buy lots of fantastic food produced in Devon. I am not so keen when it's freezing cold and customers stay away, but you can't have it all.
Back before Elsa was born, we were working for an organic vegetable farm in Somerset and we were involved with the first English farmers market in Bath. Growing organic vegetables for the supermarket is a very tricky business, especially in a time when the big stores were just feeling their way with organic fresh produce. Week after week the reject rate varied widely and much produce was not acceptable for their standards. The first market, it was set up by an American lady with help from Bath council, we took £600 in a morning, paying a stall fee of £20 and selling mainly 50p cabbages that were out grades from those supermarkets. I think that must have been the high point of my market trading career!
Fast forward a few years and now Farmers markets are across the country, run very professionally and mainly a lot more than £20 to attend. But I can't help feeling that excitement has gone and it's not just because I'm getting old and cynical. Nowadays, if you pay £30 for a stall I would hope that the stall charge would be 10% of your takings, unfortunately food markets are suffering in the recession and often the cost of the stall will work out more than 10% and that is before you taking in the farmers labour standing all day trying to sell.
During my fab USA trip in September I had the chance to help Heidi at a local farmers market and at the Hudson valley Garlic Festival. The farmers market was organised by local farmers and was every Wednesday from June through to October. The pitch was $125 for the season, which works out around $6.25 a week (about £4). So although the labour cost was the same the pitch price is considerable less. I also visited an exciting busy market in New York with a wide range of exotic produce of great quality, even here the pitches were paid per season and were only equivalent to around £20 per week. During September and October there are a number of garlic festivals around the states. At Hudson Valley there 47,000 visitors in two days and a large 3m by 3m pitch cost just $125, selling Garlic Vinegar From The Josie Porter Farm I estimate the stall price was around 2.5% of the takings.
At the moment we are looking at events we are planning to attend in 2011, Exeter food Festival is a great fun event, with a footfall of 15,000 the a stand of 3m by 2.5m is £380. So to match Heidi's day out I need to sell £15000. Well it may be good fun, but on past experience I will struggle to sell that much and it's not just me. Asking around there is quite a bit of disappointment in the direct selling market, customers feel that the products should be cheaper but sellers costs are escalating. So how do they keep those costs down in the states? Well mainly by keeping the event companies out. Garlic festivals are run by groups of farmers that manage to make a small profit for efforts. In the UK there seems to be an industry running food festivals and markets then suddenly it is hardly better than selling to the supermarkets as yet another middleman makes a profit out the producer.
So hurrah the worm seems to be turning, (i hope) there are a number of festivals being organised by producers for producers, one being Eat The Devon Way at Dingle Steam Village, at only £60 for two days a successful event seems more achievable, I hope that customers will show their support.
So where else are we selling? Our local community produce markets really are the most fun. Just 2 hours from 10am to 12, all within 5 miles of home and at £4 per table which goes towards local funds it is a pleasant morning out that also generates great local sales. On a good day the stall costs are around 3.5% to 4% of the takings but as the money is going back into my community I am more than happy to pay. Mind you most of the profit is spent on Teign valley Bread,delicious local cheese, Farmer Luxton bacon, Jill's chocolate tiffin and of course bacon sandwiches. What better way to find out the local gossip, teach the kids how to count the change and get feedback when people tell you how much they have enjoyed their meat the previous month.
So for 2011 I'm booking up the festivals and markets, forgetting the supermarkets and not so ethical organic box schemes and going back to re find that excitement of selling good produce to an appreciative customer, Roll up Roll up.