Some farmers are seeing a drop in farmers’ market sales, as customers steer toward prepared foods and away from fresh vegetables and fruit, says The Washington Post. Many customers coming to markets today are younger and don’t cook much. They consider the market more of an event than a source for the week’s groceries.
“The customers have changed,” Zach Lester of Tree and Leaf farm told the Post. “A lot of people that walk through markets are not shopping. They’re there to meet. They’re there to socialize.” And pick up a breakfast taco or a pastry. Lester used to be able to make $200,000 at the Dupont Market in Washington, DC, selling produce. Now his sales are down by $50,000.
In part, the shift in buying habits is because customers have more sources for buying fresh items. Farmers’ markets have to compete with grocery stores like Whole Foods, as well as online grocery delivery services like AmazonFresh. But considering that Americans—and especially millenials—are eating out more often than in, restaurants are farmers’ biggest competition. It’s a fact that market managers are attempting to address by offering cooking demonstrations and encouraging farmers to up their marketing game.
“Market managers say farmers must also help themselves if they want to survive and thrive in this new era. It’s not enough to simply show up at a market and expect consumers to buy all your gorgeous freshly harvested stone fruits and greens. Farmers must be attuned to consumer demand and be better marketers and shopkeepers, even at their makeshift outdoor stands,” says the Post.
To make up for slow market days, some farmers are also looking into GAP (Good Agricultural Practices) certification, which would allow them to sell to wholesale customers. But the paperwork and extra costs involved can be prohibitive. Other growers say survival depends on diversifying their sales, starting with selling to restaurants.