Overheard at the family barbecue: “I try to always buy my produce from the farmers market...”
You may think, “What?! Where do people think their supermarket produce comes from -- a machine?”
We can intervene and explain as best we can that so many such markets are not even true farmers, but peddlers. However, there is something to be said about farmers markets. Especially in a time when buzzwords such as local, organic and the like get paired with roadside stands, implying they offer something exceptionally fresh, wholesome or unique.
Done right, so can conventional supermarkets. Who says you can't have your own do-it-yourself farmers market in-store? Here are a few pointers:
1. Make it an Event
Let your customers know what's happening. Have your store's social media promote it in advance, and think about bringing in some signage. Hand-drawn chalkboards are a great idea here.
You don't have to turn your entire department into a farmers market. The draw for the market appeal can be something as small as arranging a single strawberry display.
For the small berry display, consider arranging a stair-step look, with wooden trays filled with shortcake or bulk berries to show off the product. Perhaps the table surface can be lined with red checkerboard fabric. A grape display can be arranged similarly, along with a cheese block or adjacent wine display.
For the larger effort, get with your store manager to map out use of other space. In either approach, consider the farmers market effort an event that you hope to slow down your customers and entice them to shop the displays.
2. Plan your space
Suppose you wish to really draw attention to your indoor farmers market look. Consider pushing your store manager to acquire space in the front lobby or the seasonal section of your store.
Plan how much time you wish to occupy the space, what items you intend to promote, how you want to lay it all out, and the labor it will take to set up, maintain and disassemble. Perhaps the clerks who maintain the displays can dress in denim coveralls or aprons and straw hats for a day or two. Questions your manager may ask include: Will you need the entire space, or are you willing to share it with tie-in displays? Are you willing to have other departments join in, or perhaps add music or face painting for the kids? Will you include fresh sampling? How will you manage minimizing shrink? Most store managers are willing to allocate space, provided you can show them a complete plan and how it will increase sales and gross profit.
3. Bring some decor
The décor possibilities are many. Most stores have (or have access to) things such as bushel baskets, burlap sacks, wooden crates, etc. Even if you don't have these on hand, they're readily available from online retailers, Craigslist or eBay at reasonable prices. Fabric stores typically have farmers market-inspired items such as checkerboard or burlap fabric for case or crate liners. When displaying product in baskets, you can dummy up the base to help keep shrink at bay. Baskets can be set up as such or arranged in the back of the display, to simulate a cornucopia-like look with produce flowing out of the basket. Hand-written signage helps sell the farmers market look too, especially framed blackboards with messages neatly and creatively written in chalk.
Be frugal with your décor. Save all your baskets, props, etc., in a safe place so you can reuse in the next farmers market set.
4. Don't forget props
A great prop to suggest that your produce does indeed originate at farms is to have some kind of farm implement on display. These can be large and cumbersome, but not necessarily so. A little scouting around at nearby swap meets or a visit to a local farm may turn up something smaller that can easily fit somewhere in your display. You may even find someone to lend their older pickup or flatbed truck, which makes a great prop when surrounded by plenty of fresh produce. Still no implements to be had? Try setting up a few farmers market-style tent canopies inside with displayed produce beneath. These can be found at many party or rental companies.
Don't want to go large with props? Think small – think of how the produce is presented. Pick up a case of the old-fashioned green berry baskets, or display your corn in wooden crates, if you supplier offers them.
The best prop of all, of course, is to invite a local farmer. Many farmers would love an opportunity to talk to customers for a few hours on a busy weekend, and this is one way of connecting customers with the growers you deal with on a regular basis.
5. Produce is the star
Don't forget that even with the best décor or props, the produce is the star of the show.
Careful merchandising is essential. Fruit stands and farmers markets get a lot of credit for the way their merchandise is presented. Take some extra time to polish displays, maybe by creating a row of hand-stacked strawberries or small pyramids of onions in a row.
Give shoppers a sneak peek at the freshness of your fare with a prop sliced orange or halved papaya. Overwrap cut produce samples as necessary.
Most items should work well in your displays (with the exception of items needing frequent misting). However, some produce items show off better than others. TOV (tomatoes-on-vine), heirloom tomatoes, corn, potatoes, onions, peppers, cucumbers, stem-and-leaf tangerines, green beans, eggplant, garlic, fresh-cut or potted herbs, summer squash, or melons (in bins) will help steal the show. Frame the displays with fresh-cut flowers for a nice finishing touch.
Fresh produce originates at farms, large and small, near and far. No matter how it's presented, the next time a customer comes into your store and asks where the nearest farmers market is, you can say with confidence, “You're standing in one.”