How to Start a Farmers Market

As the creator and manager of a farmers market, you’ll create an environment where you bring the growers and producers of local farm-related food and non-food products to the food- and health-conscious public. You will need to find sellers, rent stalls and deliver a customer base in a convenient location for buyer traffic.   

Learn how to start your own Farmers Market and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services.

Start a farmers market by following these 10 steps:

  1. Plan your Farmers Market
  2. Form your Farmers Market into a Legal Entity
  3. Register your Farmers Market for Taxes
  4. Open a Business Bank Account & Credit Card
  5. Set up Accounting for your Farmers Market
  6. Get the Necessary Permits & Licenses for your Farmers Market
  7. Get Farmers Market Insurance
  8. Define your Farmers Market Brand
  9. Create your Farmers Market Website
  10. Set up your Business Phone System

We have put together this simple guide to starting your farmers market. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas.

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

Luckily we have done a lot of this research for you.

What will you name your business?

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Farmers Market Name Generator

If you operate a sole proprietorship, you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name, we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability.

It's very important to secure your domain name before someone else does.

Want some help naming your farmers market?

Business Name Generator

What are the costs involved in opening a farmers market?

Many farmers markets operate as nonprofits. In fact, in the state of California, food markets can only get certified if they’re run by a government, a nonprofit or a farmer. And since the market will only generate revenue from vendor fees, there’s not usually a large revenue stream. Furthermore, it’s only a seasonal business in most parts of the country.  

That’s why it’s important to hold down costs as much as possible. Learn more about typical costs here.

Location rent -- Zero to $6,000 or more. Your best option from a cost standpoint is an open market on public spaces, such as at a park or community area at no cost. If you must rent interior space, such as if you plan to operate your market year-round, the cost can go up quickly. 

Employees -- Zero to $15 an hour or more. In most situations, you will act as market manager, with a team of volunteers. But if you must hire a part-time manager, you might easily have to spend a few hundred dollars a week. 

Licensing and liability insurance -- $1,000 - $3,500 est. Your licensing needs will vary depending on your state or municipality.

Marketing -- $500 or more. This might include a website and social media, signage and advertising costs to attract customers.

Professional services -- $500 or more. Consult with a lawyer to draw up vendor contracts and make sure you’ve satisfied all regulatory demands.


What are the ongoing expenses for a farmers market?

Hopefully, once you’ve gotten your business started, there won’t be many ongoing expenses. If you can recruit volunteer assistance, you’ll perhaps only pay for a market manager if you hire someone to take on that responsibility.

Who is the target market?

Your customer profiles can vary depending on the audience you hope to attract. If you open for business in an inner city food desert, your customers will be area residents of shopping for affordable groceries. If you’re opening an organic food market, you might appeal to “foodies” who are concerned about nutrition and locally grown produce. And if you open in a tourist location, you might most appeal to out-of-town visitors who are into the experience of shopping at a new location.

How does a farmers market make money?

Your income will be derived, in most cases, from the fees you charge vendors for a place in your market.

How much can you charge customers?

Your vendors might only pay $10 to $20 per day, and you might only be open on seasonal Saturdays. You should start your operation with a minimum of six vendors.

How much profit can a farmers market make?

That will depend on the number of vendors you can recruit and the foot traffic you can generate. If your vendors see continued value in selling in your spaces, they’ll come back.

How can you make your business more profitable?

If you see significant foot traffic, consider open a stall yourself. This is a particularly appealing idea if you are a farmer, but you could also buy and sell such related products as herbs and spices, spaghetti sauces, salsas, etc.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship, partnership, limited liability company (LLC), and corporation.

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your farmers market is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website. If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history, which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate a farmers market. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.

Certificate of Occupancy

A farmers market is generally run out of a large outdoor (or indoor) space. Businesses operating out of a physical location typically require a Certificate of Occupancy (CO).  A CO confirms that all building codes, zoning laws and government regulations have been met.

  • If you plan to lease a location:
    • It is generally the landlord’s responsibility to obtain a CO.
    • Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to a farmers market.
    • After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
  • If you plan to purchase or build a location:
    • You will be responsible for obtaining a valid CO from a local government authority.
    • Review all building codes and zoning requirements for your business’ location to ensure your farmers market will be in compliance and able to obtain a CO.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Farmers Market needs and how much it will cost you by reading our guide Business Insurance for Farmers Market.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended: Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker.

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator. Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market a farmers market

Your community-based market should attract the interest and attention of the local media. Seek out relationships with newspaper reporters, radio and television stations and take advantage of any opportunity to be interviewed. 

Maintain a strong social media presence and seek out Facebook groups and other groups interested in locally grown or organic foods.

How to keep customers coming back

You must appeal to two separate markets: vendors and customers. Your prospective vendors are area farmers with an entrepreneurial spirit. You can find them by visiting their stalls at other farmers markets or by placing ads or notices in small newspapers serving rural communities. And finally, contact the agricultural departments of area colleges or universities to see if you can post fliers to recruit vendors.

Also, list your market in this USDA directory of farmers markets so interested vendors can find you.  

Your signage, word of mouth and the foot traffic you generate are the best ways of attracting shoppers. Hand out fliers that show the days and hours your market is open to encourage their return business.

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business.

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended: Get started today using our recommended website builder or check out our review of the Best Website Builders.

Other popular website builders are: WordPress, WIX, Weebly, Squarespace, and Shopify.

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

Is this Business Right For You?

You should understand the appeal of locally grown food, have the mindset to be able to deal with local bureaucracy, and possess the marketing knowledge required to bring buyers and sellers together.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at a farmers market?

Your typical day could involve any of the following responsibilities.

  • Recruiting new vendors and meeting the needs of current vendors
  • Posting to social media and undertaking other marketing efforts to attract customers
  • Staying in contact to maintain solid relationships with your local government contacts and volunteers
  • Taking on the day-to-day financial responsibilities in maintaining your farmers market as an ongoing venture

What are some skills and experiences that will help you build a successful farmers market?

You must have keen sales instincts and the ability to deal diplomatically with local governments and regulatory agencies. Your first, and perhaps most challenging, task will be finding a location. This is often on municipal land, and you might field objections from retailers, such as supermarkets, convenience stores and other food markets staving off competition. The municipal government might also be wary of an increase in vehicle traffic, noise and mess.

You must also be able to sell your idea to vendors and figure out how to get the word out to customers.

What is the growth potential for a farmers market?

With the popularity of cable food channels, the locally grown food movement, the appeal of organic food and other factors, food markets have seen the addition of more than 2,000 farmers markets nationwide since the mid-1990s. However, several obstacles can impede success. 

One important limitation is your market’s physical space. It will only hold a limited number of vendors, so your key to growth must be a buildout at your current site or additional locations.

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Take the Next Step

Find a business mentor

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

  • Funding
  • Events
  • Guides
  • Support

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

What are some insider tips for jump starting a farmers market?

It’s your mix of vendors that will attract and retain customers. Make sure you have all of the basics covered, including the fruits and vegetables that shoppers expect to find at your location, and then recruit vendors who can sell related but unanticipated products. For instance, the sellers of coffees, spices, flowers, soaps, candles, or arts and crafts could generate additional interest. Live entertainment might also add to the atmosphere. If the musicians can be persuaded by foot traffic to only play for tips, they’ll be no additional cost to you.

How and when to build a team

You might start your business alone and only hire a market manager, or market master, when you can afford the help recruiting vendors and maintaining smooth operations during market days. Volunteers will hopefully help with cleanup and vendor needs.

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