Selling Your Products at a Market

Technical articles - Diversification

Settling in agriculture Short supply chains

An open-air wind market can be composed of producers, artisans, food or non-food traders. Selling at open-air wind markets is considered direct selling when the producer sells directly to the consumer.

Specific markets

There is a diversity of open-air markets. Some are certified and comply with certain specifications.

Organic markets

An organic market is only open to businesses that have organic certification for the products offered for sale. Internal regulations are drafted to specify the framework and rules to be respected in each market. This type of market is beneficial for exhibitors, offering them a new opportunity for profitable outlets.

Markets of France

Created in 1921 by the National Federation of Market Traders of France (FNSCMF), these markets are open to all types of businesses. Membership of the market in this federation implies following the « regulations of the markets of France », and provides the possibility of being supported by a departmental union in the application of these regulations.

Local producers' markets

Recognizable by the trademark «Marchés des Producteurs de Pays» registered in 2007 by the Chamber of Agriculture, these markets are only accessible to farmers and businesses that sell their own production and do not engage in buying and reselling. All producers, regardless of their type of production, are accepted if they sign the charter of the Local Producers' Markets. On some of these markets, when the producers' offer is not sufficiently diversified, local artisans are accepted up to a limit of 20% of exhibitors.

Obtaining a place to sell at markets

A farmer who wishes to sell their products at a market must first ensure they obtain a place.

The choice of markets will depend on:

• The proximity,
• The day and hours,
• The type of clientele,
• The reputation,
• The specifications and particularities of the market

Municipalities are responsible for organizing markets, including the allocation of spaces and the collection of stall fees.

A producer wishing to sell products at an open-air market must:

• Register with the prefecture (declaration of installation);
• Contact the municipality and the market manager responsible for the market (they will provide all information related to the procedures to be followed as well as general market operation details: hours, cleanliness rules, stall size, payment of fees, etc.). Being assigned a fixed place may require some waiting (one registers on a list and places are allocated according to availability). There are also so-called "floating" places. These are assigned by the market manager before the start of each market, from the remaining places.

Allocation of places

• Any request for allocation of a fixed space must be made in writing to the Mayor of the municipality.

• Requests are then entered in a register in order of receipt and will be allocated by the municipal council in chronological order after consultation with an allocation committee.

• In the largest or economically very attractive markets, there are often waiting lists with waits that can last more than a year.

• Producers are generally given priority in the market of the municipality where they live.
• For requests for occasional space allocation (% of places deliberately left vacant), since chronology does not apply, it is often customary to hold a draw on site before the market starts.

• Prolonged absence of an exhibitor can be grounds for exclusion, as well as failure to present administrative documents.
• In the case of taking over a business that already sold at markets, due to change of structure, the market place may be challenged.

Justifying status to sell at markets

The municipality or market manager may ask farmers to justify their status to sell at the market.

The legal definition of agricultural activity, referring to article L 311-1 of the Rural Code, is as follows:

• Mastery and exploitation of a biological cycle of plant or animal nature constituting one or more necessary steps in the course of this cycle.
• Activities carried out by a farmer that are an extension of the production act or supported by the farm. Transformation and direct selling activities, when carried out by farmers, are therefore agricultural activities.

A farmer therefore does not need a street vendor card to sell at markets. They declare their activity by registering with the Business Formalities Center (CFE) of the Chamber of Agriculture. They then obtain from Insee a SIREN number and a SIRET number which attest that their activity is declared. They are also registered with the Agricultural Social Mutuality (MSA). If they operate individually, they only need to present their Insee sheet with their SIREN/SIRET number to the market manager to prove their business is declared. Some market managers may request an MSA certificate. If the activity is carried out in a company, the farmer will present their Kbis extract.

However, the street vendor card remains mandatory if the farmer sells, habitually at markets, goods they have purchased.

Product range

Customers primarily come to open-air markets for fresh products, especially fruits and vegetables, but also bread, dairy and meat products.

Producers must necessarily have classic, seasonal products and offer as diverse a range as possible (heirloom varieties, rare vegetables, traditional recipes… are generally appreciated).

Competition at markets is often feared, yet large markets where several producers offer the same range of products are very attractive and remain extremely dynamic. Competition is therefore not a handicap at a market; on the contrary, it often helps increase the market's reputation and attract new consumers.

Well-arranged stands have a better chance of attracting customers: impression of volume, color variation, inclined planes, arrangement of promotional products.

Setting selling prices

The selling price at a market must take into account:

• The production cost
• The time spent preparing and tidying
• The time spent selling
• The transport cost (vehicle time and fuel)
• A margin corresponding to self-financing and cash flow needs

If the set selling prices are disconnected from the reality of market prices, the producer can question the various cost items and seek possible optimization margins or consider another marketing method.

Regulations

Producers must comply with regulatory texts applicable to the sale of food products at open-air markets:

• Regarding hygiene, consumer information on prices, informative display.
• In case of doubt about compliance with rules, it is best to inquire beforehand with the relevant authorities: DDCSPP.

Controls may be carried out: labeling, product naming, scales, respect of the cold chain…

Cost

Stall fees vary from one market to another and even from one season to another. They are most often charged per linear meter per month, valid for a full year and payable to the market manager who visits once per quarter. To find out, contact the municipality where you plan to sell your products.

Find more detailed information on some fees in this document.

Advantages

• Getting known
• Good economic valorization of production
• Possibility to do several markets
• Compatible with seasonal activity
• Direct feedback from customers – loyalty

Disadvantages

• Time-consuming (significant logistics: preparation, selling, tidying)
• Demanding activity (loading, tidying, seasonality)
• Atmosphere not always peaceful (producer/reseller relations)
• Costs to consider for the stall and specific equipment (fridge display, stall, tools to increase visibility…)

Success conditions

• Approach municipalities for a place
• Choose your market well (reputation, complementary range…)
• Make a place among exhibitors (quality of location)
• Have a mobile stall or stand and present it attractively
• Respect market rules
• Study prices carefully

La technique est complémentaire des techniques suivantes

• Install a vending machine
• Making your market stall attractive