How to Find Farmers Market Vendors That Customers Love
Your complete guide to discovering and attracting the right vendors for your market
Let's be real - finding great vendors is probably the biggest challenge you'll face as a market organizer. I'm going to share exactly how successful markets do it, based on our work with hundreds of markets across the country.
First, let's bust a common myth: "If you build it, they will come" doesn't work for farmers markets. Great vendors are already busy, and they need convincing to try a new market. But don't worry - I'll show you exactly how to find them and, more importantly, how to get them to say yes.
Whether you're starting a new market or looking to expand an existing one, these practical techniques will help you build a vendor community that customers love. We'll cover everything from in-person recruitment to social media strategies, based on our experience working with hundreds of successful markets.
Start With Your Competition
The fastest way to find vendors? Visit other markets in your region. But here's the key - don't just go to the closest ones. Visit markets that run on different days than yours. Why? Because these vendors are already market-ready, and they might be looking for additional selling opportunities.
Here's exactly what to do at these markets:
Walk the market as a customer first. Buy something from vendors you're interested in. Notice their setup, how they interact with customers, and their product presentation. These details matter - you're not just looking for any vendor, you're looking for professionals who will enhance your market.
When you approach vendors (and yes, you should do this in person), start with something specific you noticed about their booth. Maybe it's their beautiful display, unique products, or great customer service. Then, be direct:
"Hi, I'm [name] and I run the [your market] on [days]. Your [specific product/setup] is exactly what we're looking for. Would you be interested in hearing about vending opportunities at our market?"
Pro Tip:
The best time to talk to vendors is during the last hour of the market. They're less busy, and if they've had a good day, they're more receptive to new opportunities.
Turn Local Businesses Into Vendors
Here's a strategy most market organizers miss: local businesses that aren't typically at markets. I'm talking about your favorite local bakery, that amazing coffee roaster, or the soap maker who sells mostly online.
These businesses often haven't considered markets because they think it's too complicated or expensive. Your job is to make it easy for them. Here's the exact approach that works:
Visit in person (sensing a theme here?) and say something like: "Your [product] is fantastic. We have customers at our market specifically asking for this kind of quality. We'd love to help you reach more customers - would you be interested in trying a market day with no long-term commitment?"
The key phrase here is "no long-term commitment." Many businesses are willing to try one market day, and if it goes well, they'll want to come back. Some markets even offer a "trial rate" for first-time vendors - it's worth considering.
Social Media Scouting That Works
Instagram and TikTok are goldmines for finding vendors, but you need to be strategic. Here's the exact process that works:
Finding Quality Vendors Online
First, search location tags for your city and nearby areas. Look for posts tagged with:
#[yourcity]food
#[yourcity]maker
#[yourcity]farm
#[yourcity]artisan
What to Look For
• Consistent posting (shows they're actively in business)
• Product creation process posts (indicates they're the maker)
• Current sales channels (online, pop-ups, etc.)
• Strong follower engagement (understands customer service)
Making Contact
When you reach out, make it personal. Reference specific posts or products you've seen. Here's a template that gets responses:
"Hi [name], I love how you [specific thing you noticed - e.g., 'source all your ingredients locally' or 'hand-paint each piece']. I run [market name] and our customers are always asking for [their type of product]. Would you be interested in bringing your products to our market? We'd love to help you reach more local customers."
What Makes Vendors Say "Yes"
When you're recruiting vendors, you need to be ready to answer their biggest questions. Here's what vendors care about most, based on hundreds of conversations:
Expected Sales
Be honest about this. If you're a new market, say something like: "We're new, but we've invested in marketing and have [X] number of residents within 3 miles who've expressed interest in a local market."
Customer Demographics
Know your audience. "Our customers are primarily young families and professionals who value quality and are willing to pay for it" is much better than "We get all kinds of people."
Market Operations
• Exact setup/teardown times
• Parking arrangements for vendors
• Booth sizes and power availability
• Weather policies
• Payment methods for booth fees
The Secret Weapon:
Offer to connect potential vendors with your current vendors. This builds trust - vendors are more likely to believe other vendors than market organizers about how good a market is.
Getting the Timing Right
Most market organizers start looking for vendors way too late. Here's the timeline that works:
The Recruitment Timeline
Start recruiting 4-6 months before your market season begins. Why? Because good vendors plan their seasons in advance. But more importantly, early recruitment gives you leverage - you can say "we're filling up fast" and create genuine urgency.
Following Up
When a vendor shows interest, follow up within 24 hours. Send them:
• Your vendor application (keep it simple!)
• Market rules and requirements
• Exact costs and dates
• Photos of your market (or renderings if you're new)
If they don't respond within a week, follow up once more. Your message should be short:
"Hi [name], just checking in about the market opportunity we discussed. We're finalizing our vendor lineup this week and would love to include [their business name]. Let me know if you have any questions!"
Final Tip:
Keep a waiting list, even if you don't need one yet. Being able to say "we have a waiting list" makes your market more desirable to quality vendors. It's simple psychology, but it works.