Your Market as a Business

Whether starting a new farmers market or running an established market, the market operator should be aware of business structures, insurance, liability, taxes, reporting, and more.   Become a WFMA member to access additional helpful documents.

Starting a farmers market (include establishing a mission statement, rules, bylaws)

Establishing Market Rules

Develop clear and comprehensive market rules that outline the rules and requirements for vendors, including product eligibility, operating hours, fees, booth setups, and any other specific requirements relevant to your market. Clearly communicate these guidelines to all vendors and ensure they are readily accessible on your market's website or provided upon application.  

Business structures for farmers markets
Insurance and liability
WI Department of Revenue - S-240 reporting requirements
Taxes
Food safety rules and regulations
Farmers Market Legal Toolkit

Understanding State and Local Regulations

Familiarize yourself with the regulations and ordinances that govern farmers markets in Wisconsin. This includes zoning requirements, permits, licenses, health department regulations, vendor tracking/reporting, and any specific rules established by the municipality or county where the market is located.

Wisconsin Department of Agriculture, Trade and Consumer Protection

Wisconsin Department of Revenue

Wisconsin Cottage Food

Free Speech policies

Vendor Selection and Product Diversity

Strive for a diverse mix of vendors to create a vibrant and well-rounded market experience for customers. Encourage the participation of farmers, growers, food producers, artisans, and other local businesses that align with the market's mission and focus. Aim for a balance between different product categories and avoid an overrepresentation of any single type of vendor.  Representation matters!  Make sure you have vendors representing the community you serve, and also introduce customers to different cultures and communities.  

Application and Selection Process

Establish a fair and transparent application process for potential vendors. Provide an application form that collects essential information about the vendor's business, products, farming practices, and contact details. Evaluate applications based on predetermined criteria such as product quality, diversity, farming practices, and adherence to market guidelines. Communicate the selection results to applicants in a timely manner.

Farmers Market Coalition’s Anti-Racist Farmers Market Toolkit

Market Layout and Design

Plan an efficient and visually appealing market layout that allows for easy customer flow and vendor accessibility. Consider factors such as loading, accessibility, booth spacing, traffic patterns, access to utilities (electricity, water), and amenities like seating areas or restrooms. Create an inviting atmosphere that encourages customers to explore and engage with vendors. Train market staff and volunteers to provide excellent customer service, answer questions, and assist customers as needed. Consider amenities such as seating areas, shade structures, entertainment, children’s activities, and a mechanism for accepting customer feedback or suggestions.

Marketing and Promotion

Develop a marketing strategy to promote the farmers market and attract customers. Utilize various channels, including your market's website, social media platforms, local media outlets, and community calendars, to advertise the market's location, operating hours, featured vendors, special events, and seasonal highlights. Collaborate with local organizations, community groups, and tourism boards to increase visibility.  Sandwich boards and temporary banners or signage on market days are also useful. The best markets create a sense of community. Partner with other civic entities or businesses to organize events, workshops, cooking demonstrations, live music, or children's activities to enhance the market experience and attract a broader audience. Encourage vendors to engage with customers, share their stories, and provide educational information about their products.

Wisconsin Local Food Marketing Guide

Best Practices

Take advantage of the network of markets across the state to enhance your local market.  Share best practices, ideas, and resources with other markets to collectively strengthen the local food system. Engage with agricultural organizations, local businesses, and community leaders to build partnerships that support the market's mission and growth.  Stay up to date on new trends and regulations to keep your market fresh. Recruiting new vendors, educating existing vendors, and incorporating sustainability and recycling are all positive strategies to maximizing the market experience.

These considerations can help farmers market managers in Wisconsin establish and maintain successful markets that support local farmers, artisans, and the community at large.

Wisconsin Economic Development Corporation’s Tips and Trends for Farmers Market Success