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Success is not selling out quickly, but rather having Legal Concerns
<br /> enough produce to permit steady selling all day. Much is
<br /> lost by sellers who lose patience and leave the market
<br /> quickly. The most fruitful selling is done after the impatient Thoughts to Consider
<br /> sellers leave. • Provide liability insurance for market organization.
<br /> Friendliness with customers will open opportunities • Provide liability insurance for managment and
<br /> to suggest new uses for produce, thereby encouraging employees (bonding and workers' compensation).
<br /> more sales. Recipes, free samples, proper handling
<br /> guidelines, storage suggestions, and utilization procedures The Board needs to be advised on insurance needs
<br /> all show that the seller cares about the customer. After all, and other legal actions which can be taken to reduce the
<br /> it is the seller's produce, and there should be some pride market's liability. As a general rule, insurance is needed
<br /> and sense of accomplishment in delivering a quality which covers liability for accidents on the fanners' market
<br /> product to the market. site and liability for injury caused by using products sold
<br /> A clientele of sellers can be developed by: fairness in at the market. Everything from auto and pedestrian
<br /> dealing with each seller; making it conven ient to sel I in the accidents to vandalism needs to be considered.
<br /> market in terms of layout, times of operation, good facilities, Having each seller sign a form agreeing to release the
<br /> and parking; and, developing a faithful, growing customer market organization from any liability — although a good
<br /> group. Catering to low volume sellers maybe appropriate idea —will not completely bar liability claims in some
<br /> since most sellers produce on only a few acres. cases. Signs saying "Not Responsible for Accidents" may
<br /> cause patrons to be more careful, but these signs will not
<br /> Customers usually reduce the liability either. All farmers' market
<br /> employees, members of the Board of Directors, and the
<br /> on -site manager need to be covered by liability insurance.
<br /> Thoughts to Consider Sellers may be asked to provide proof of "product
<br /> • Be prepared to meet consumers' needs. liability" insurance. Product liability insurance is necessary
<br /> • Strive for regular, repeat business. because customers may have an allergic reaction or
<br /> • Set hours and days of operation with consumers in illness due to some chemical residue, product - acidity,
<br /> mind. food spoilage, or other food-safety related issue.
<br /> Money handling (fees, taxes, sales) procedures to
<br /> A careful study of potential consumers will help in ensure accountability should be established. Thought
<br /> planning the market for their greatest convenience. Some should be given to bonding employees of the market if
<br /> markets are not patronized by many potential consumers large sums are handled. A good accounting system will
<br /> because: hours of operation are too early; hours of market help eliminate any mishandling of funds, as well as
<br /> operation coincide with working hours (remember, more provide management insights for the Board of Directors.
<br /> than half of all women are employed outside the home; Payment of all market bills by check is highly
<br /> also, there is an increasing nurnber of single purchasers, recommended,
<br /> all of whom prefer to shop after work or on their lunch
<br /> hour); and, a considerable nurnber of potential customers
<br /> pay for food with food stamps or credit cards. Unless the Concluding Comments
<br /> market is able to accept food stamps or the individual
<br /> sellers can accept credit cards, those segments of consumers Farmers' markets are a viable, direct marketing activity
<br /> that provide ample variety, fresh quality, and reasonably
<br /> may not patronize the farmers' market.
<br /> Studies from Tennessee, Virginia, and Pennsylvania priced farm - raised commodities to consumers of all ethnic
<br /> indicate that customers give these reasons for shopping at and economic backgrounds. Shopping at a farmers' market
<br /> farmers' markets: is a delight for the senses —the medley of smells, tastes,
<br /> textures, and colors creates a memorable experience that
<br /> Why Customers Shop consumers enjoy returning to. However, if the market is to
<br /> at Farmers' Markets Percent be used profitably and efficiently, community leaders,
<br /> policy- makers, consumers, and producer - marketers must
<br /> Want fresher, better quality produce 46 work together in establishing and operating the community
<br /> Want cheaper price 74 farmers' market.
<br /> Want larger quantities 13
<br /> Enjoy the market 10
<br /> More variety 9
<br /> Know the farmer 5
<br /> Other reasons 3
<br /> Educational programs of the Kentucky Cooperative Extension Service serve all people regardless of race, color, age. sex, religion, disability, or national origin.
<br /> Issued In furtherance of Cooperative Extension work. Acts of May 8 and June 30. 1914, in cooperation with the U.S. Department otAgriculture, C. Oran Little, Director of Cooperative
<br /> Extension Service. University of Kentucky College of Agriculture, Lexington, and Kentucky State University, Frankfort. Copyright ®1997 by the University of Kentucky Cooperative
<br /> Extension Service. This publlcation may be reproduced In portions or its entirety for educational or non -profit purposes only. Permitted users shall give credit to the author(s) and
<br /> include this copyright notice.
<br /> Issued 9 -92, 500 copies
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