May Farm Tasks: Building a Farmers Market Stand That Draws People In

Special thanks to our guest authors:
Ella Kennan, Coordinator, New CT Farmers Alliance
Becca Toms, Farmer, Tender Earth Herbs

For many farms, farmers markets are an important part of a diversified revenue strategy. They offer a chance to sell directly to customers, build relationships, test products, strengthen brand recognition, and create weekly cash flow. 

At the same time, a lot about a farmers market is outside of a vendor’s control. Weather, market location, customer traffic, neighboring vendors, and broader economic conditions all shape the day. But one thing farmers can control is how they present themselves and their products.

A strong market stand does more than display food. It creates an experience that draws people in, encourages them to stop, and makes them want to engage. Thinking about the customer journey — what catches someone’s eye from across the market, what makes them approach, and what ultimately makes them buy — can help vendors create a stand that feels welcoming, memorable, and successful.

• Create a Reason for People to Stop: People shop with their eyes. Create different levels of display, make sure the stand always looks full, and include visuals that would grab attention as someone is walking by.
• Make the Stand Interactive: Offer samples, or the opportunity to experience the product in some way before a customer buys. Let people engage with you and the product so there is a stronger emotional connection, which can lead to more sales.
• Your Stand Is Part of Your Brand: Invest time in creating signage and display materials that can be reused week after week that represent your farm- this can even be sold if you’d like.
• Pricing Strategy Matters: Make sure pricing is highly visible and clear, but also be ready to have conversations about cost to build trust and an understanding of the product.
• The Vendor Is Part of the Experience: You are just as important as your display- create an inviting presence and show a willingness to engage (no hiding behind the stand!)
• Don’t Forget the Practical Details: Pack for all scenarios- extra tape, twine, clips, bags, signage, and backup display materials can make it much easier to adapt quickly. Make sure everything is up to code (health department requirements and approved scales).

At the end of the day, successful market stands are rarely static. The best vendors continuously adjust displays, observe customer behavior, experiment with layouts, and refine the experience over time. Small changes in presentation, interaction, and flow can make a meaningful difference in how customers experience your farm — and whether they come back.

CT Grown Organic Corner

SOCIAL MEDIA: BRANDING, FILE MANAGEMENT, PAID MEDIA, AND ADVANCED TOOLS

Social media isn’t just about posting—it’s a powerful tool to build your farm’s brand, stay organized, and reach the right customers.

Join Dave Tschiegg, UConn Extension’s Organic Outreach Specialist, for a one-hour workshop to help organic and transitioning farmers take a more strategic and efficient approach to social media. This session will focus on using social media as a marketing tool to clearly communicate your brand, connect with customers, and grow your reach. It will also cover content organization and introduce free resources developed for Connecticut’s organic farmers.

Key insights will include:

• Build a consistent, recognizable brand across your social media
• Organize and manage your photos, videos, and marketing assets
• Use paid media and simple tools to reach and grow your audience

This workshop will be recorded and posted to the CT Grown organic producer resource website.

Partner Highlight: Farm Viability Service

UConn has a strong network of people and programs dedicated to farmers’ success. The UConn Extension Farm Viability Service (FVS) supports Connecticut agriculture by helping farms connect to these UConn resources. Visit the FVS website or contact Diane Dorfer for more information – diane.dorfer@uconn.edu.

For questions about items listed in this newsletter, please reach out to nicole.davidow@uconn.edu.