POINTS TO CONSIDER 



Factors in Farm Stand Success 



PAUL REES 



Changes in both agriculture and the mari<etplace 

 have forced today's producer to redirect his efforts 

 from a totally production-oriented enterprise to one 

 that includes a strong marketing component Most 

 farmers are accomplished producers and excel at 

 growing quality products Unfortunately, many forget 

 that they must now be accomplished marketers as 

 well. 



Farm stands are just one of several different types 

 of direct sale opportunities that todays producer can 

 use to get their product from the field to the 

 consumers table In order to minimize labor and costs 

 and to get the most from marketing efforts, farm stand 

 operators should take some time to consider the cus- 

 tomer and what can be done to better meet his/her 

 needs and expectations. As I come to the end of my 

 first year as an Extension Educator for Agricultural Re- 

 sources, I recall the numerous occasions I've met with 

 agricultural producers and consumers throughout 

 Sullivan County Personal observations, reinforced by 

 discussions with both farm stand operators and their 

 customers, have identified several key factors that 

 contribute to the success of local farm stands 



APPCARANCE 



How does the farm stand look to the customer? The 

 appearance of the farm stand is one of the most influ- 

 ential factors for attracting and keeping the customer 

 The farm stand frontage, parking area, and signage are 

 the first and last things the customer will see. Many of 

 today's consumers have become accustomed to shop- 

 ping at large commercial outlets with acres of waxed 

 floors, miles of steel shelving, well-labeled products, 

 and colorful displays Farm stand operators should 

 consider this fact when planning the floor layout and 

 display area This does not mean that the farm stand 

 should be polished or "antiseptic" in appearance 

 What it does mean is that customers have come to ex- 

 pect a clear floor space, open aisles, accessible prod- 

 uct displays, and visible, easy-to-read signage. Proper 

 lighting is also important as consumers tend to shy 

 away from dark areas even in supermarkets! 



HOSPITALITY 



Hospitality is all-important in building and maintain- 

 ing your customer base Good service, a friendly 

 smile, and that extra little bit of attention to detail 

 will go a long way to keeping repeat customers 



Within a year, the farm stand operator can look for- 

 ward to hundreds and perhaps thousands of indi- 

 vidual transactions with customers. Operators should 

 treat each and every transaction as if it was a major 

 product sale Anticipate the repeat sale and treat the 

 customer with genuine attention. The old adage that 

 ""the customer is always right" holds pretty true in 

 most instances 



QUALITY PRODUCT 



The chance to buy a higher quality product draws con- 

 sumers to the local farm stand. Most prefer produce 

 with a "just-picked freshness" to that which is waxed, 

 shrink-wrapped, or made available only after 

 long-term storage. Farm stand operators should also 

 realize that their responsibility for the quality of their 

 product doesn't necessarily end when the consumer 

 leaves the stand Quick, friendly advice about prod- 

 uct handling can prevent transport and storage prob- 

 lems for the customer Leaflets and other printed ma- 

 terial covering handling, storage, and processing are 

 used and appreciated as well 



VARIETY 



Successful marketing means giving the customer what 

 he/she wants — and todays consumers are used to the 

 convenience of "one-stop-shopping "" This can place 

 the farm stand in a difficult situation unless it is able 

 to provide not only quality products, but a broad se- 

 lection as well Customers are attracted by opportuni- 

 ties to select from a variety of choices, they enjoy 

 ""companion products" such as herbs used in process- 

 ing or other products that enhance flavor or create a 

 variety of uses If a farm stand has built a reputation 

 for a certain product, the operator should consider of- 

 fering more than one variety or finding alternatives in 

 the way the product is packaged or processed Many 

 traditional farm stands that have offered only veg- 

 etables or fruit are now offering ornamentals, bedding 

 plants, or seasonals such as pumpkins or holiday 

 wreaths These products are excellent for minimizing 

 overhead during slower months while at the same 

 time taking advantage of the "unique"' opportunity to 

 provide an infrequently available product 



ACCESSIBILITY AND CONVENIENCE 



Accessibility and convenience are also highly valued 

 by the consumer Distance from home to the market is 



OCTOBER ' NOVEMBER 



23 



