The Great Lakes Fruit, Vegetable and Farm Market EXPO and Michigan Greenhouse Growers EXPO provide ample opportunities to connect with key decision-makers on the show floor. This three-day event features over 70 educational sessions and workshops, covering topics such as specialty crops, lavender, drone spraying and more. 

Many sessions are led by specialty crop researchers from Michigan State University and other institutions, with the added benefit of pesticide credits available for applicators attending various sessions. The show will be held at DeVos Place in Grand Rapids, Michigan from Dec. 10-12. Visit glexpo.com today to reserve your spot!

Drone spraying in specialty crops symposium

There will be a new all-day event on Thursday, Dec. 12 — Drone Spraying in Specialty Crops Symposium — that will focus on using drones to apply crop protection materials in fruits and vegetables.

Experts from the West Coast, Europe and various local industry leaders will gather to discuss the latest best practices and future needs in cultivating vegetables, trees and vines. This comprehensive session will feature panel discussions and ample opportunities for Q&A, ensuring a thorough exploration of the topics.

Geared toward custom applicators and private growers who are considering the use of drones in specialty crop spray programs, participants will gain valuable insights into integrating drones, whether through contracted services or owned equipment.

Expo attendees can register to attend the symposium during the Expo registration process, but there is an additional $50 fee to attend this symposium. Registration is required to attend this session.

Attendees can also earn up to six CEUs.

More to the story — Jon Dinsmore 

Jon Dinsmore, a fourth-generation farmer in Yuma, Arizona, will share his journey of reaching consumers through social media.

“Attendees can expect to hear stories of going viral on social media and how being known as the Green Screen Farmer has allowed me to reach consumers from all sides,” Dinsmore said. “I share how crucial honest dialogue is when building relationships and connecting with individuals or groups — especially those you may think are not interested in your story. It’s about understanding the significance of one’s story, identifying its value and presenting it in an impactful way to everyone who will listen.”

One of Dinsmore’s favorite quotes is: “Your past doesn’t define you, it prepares you.” 

Through his session, he hopes to remind people that your future continues to shape your story — don’t settle for what has already been written.

Dinsmore’s session, More to the Story, will be held from 12:00 p.m. to 12:45 p.m EST on Dec. 10.

You can find Jon Dinsmore on social media @thefarmerjon.

Great Lakes Lavender Growers association

This year, the Great Lakes Lavender Growers association will host its annual meeting/conference at the Great Lakes Expo. There will be a full day of education sessions and possibly an informal after-hours networking event. 

The Great Lakes Lavender Growers association works together to create a network of information and collaboration with commercial lavender growers while promoting the lavender industry through research and education. This will be the association’s second year at the Great Lakes Expo.

Details about its appearance at the show are still being organized, but in the meantime, visit greatlakeslavendergrowers.org/about-me/ to learn more about Great Lakes lavender.

Farm Market Bus Tour 2024

Get ready for Monday, Dec. 9, for an exciting full-day bus tour of West Michigan Farm Markets. The Farm Market Bus Tour will be held the day before the Great Lakes Expo and is your chance to dive into the best in farm marketing and agritourism. 

This is a great opportunity to network with other farm marketers while learning how some innovative farmers get their products onto the tables of consumers using creative and unique marketing strategies. There will be interactive discussions with other participants while traveling on the buses that will be moderated by Michigan State University Extension educators. The tour departs from Amway Grand Plaza/Convention Center in Grand Rapids, Michigan. 

The cost of the tour is $185 per person, which includes lunch and snacks. If you register after Nov. 15, the cost increases to $205 and subject to availability.

For more information about the tour, including descriptions of each of the host farm markets that will be visited, email Caroline Feehery at cfeehery@greatamericanpublish.com. 

Learn about this year’s show and register at glexpo.com.

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The survey’s purpose is aimed at gathering vital production data to provide Congress, media and buyers information on the cider industry, according to a news release.

Participants are asked to provide information on sales, staffing and production. To share information, complete the online survey.

The survey, which takes about 30 minutes to complete, ensures privacy by aggregating and anonymizing responses through a third party.

For more information, visit American Cider Association’s website.

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The USDA-designated week runs from Aug. 4-10, and is designed to encourage consumers to support local markets.

“August is prime time for Jersey Fresh produce like tomatoes, sweet corn, and peaches,” Wengryn said in a news release. “Farmers markets are perfect for community gathering and meeting our local farmers.”

New Jersey boasts around 140 community and 700 independent farmers markets, where produce is often sold within 24 hours of harvest to ensure freshness. The Ocean City Market, now celebrating its 30th year, operates Wednesdays from 8 a.m. to noon at the Ocean City Tabernacle grounds.

Rose Savastano from the Ocean City Chamber of Commerce praised the market’s success and community support.

“Our farmers provide top-quality produce,” Savastano said in the release.

For more information, findjerseyfresh.com.

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The event is a full-day experience that precedes the Great Lakes Fruit, Vegetable & Farm Market EXPO and it is sponsored by Fruit Growers News and Vegetable Growers News.

Attendees will embark on a journey through west Michigan’s leading farm markets, gaining insights into the innovative strategies growers use to bring their products to consumers.

The bus tour promises a blend of networking, education and hands-on learning, with interactive discussions moderated by educators from Michigan State University Extension.

While the specific stops on the tour are not yet released, participants can expect a diverse range of farm markets showcasing creative marketing techniques and successful agritourism practices.

Registration is now open and space is limited.

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The expansion brings the Omakase and Koyo berries to markets in New York, New Jersey, Philadelphia, Boston and Washington, D.C.

“We’re excited to join these vibrant local food communities,” said Rita Hudetz, chief commercial officer at Oishii. “Oishii may be the future of farming, but we are still a farm.”

Grown in indoor vertical farms, Oishii’s berries are pesticide-free, non-GMO and available year-round. A tray of Omakase berries costs $11.99, while Koyo berries are $9.99.

The move follows Oishii’s growth, including a $134 million Series B funding in February and the opening of their largest farm in Phillipsburg, New Jersey, in June. This new facility enhances production capacity by over 20 times using advanced AI and robotics.

Information on farm market locations is available online.

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Managing increased customer traffic at your farm market can be both a rewarding and challenging experience. Higher foot traffic means more sales opportunities, but it also requires strategic planning to ensure a smooth operation.

Customer service trainer and author Jeff Mowatt offers some advice in his article called Managing Multiple Customers: 5 tips for juggling customers, callers and walk-ins and from his advice, I’ve cultivated a few of my own.

More customers are a great thing.

“When you see more customers arrive, don’t let them see you sweat. Take the professional approach and broaden your smile — even though it may be slightly forced. Keep in mind the adage of LL Bean who said, ‘Customers are not interruptions to your work, they are the purpose of your work,’” Mowatt said in his article Managing Multiple Customers.

Some things you can do in advance of an onslaught of customers: Label sections and products clearly to help customers find what they need quickly; highlight specials and discounts to attract attention and move inventory faster; and have multiple checkout points to reduce waiting times.

Training staff is crucial.

Regardless of what the employee is engaged in on the sales floor, it is critical that associates are visible and available to customers. Train staff to handle customer inquiries and issues promptly and politely. 

Mowatt’s article stated: “One of the most frequent gaffs in frontline service is when a customer needs to ask a question, but the employees are preoccupied — talking with each other.  Even more aggravating is when the staff congregates to socialize while customers are left to fend for themselves.”

Does the staff have knowledge about the products in the market? Do they know who has answers to certain customer inquiries? You don’t want to hear an associate say “I don’t know” and not offer a solution. This is why training is crucial.

Welcome customers at the door.

As soon as that customer comes through your door they should be greeted. A smile and a simple “hello,” “welcome” or even better, by their name if they are a regular customer — even if you are assisting another customer. 

Make staffing management a priority.

Many markets have staffing issues, but we don’t want our customers to see or suffer from the shortages — particularly when it comes to the checking out process. We want our customers to linger as long as possible in our markets but when they want to check out, they want to do it quickly. That said, a line of customers waiting to checkout is not necessarily a bad thing if the line is moving, as it is an opportunity to sell more products.

Comfort and amenities.

Consider the customer experience at your market and you will notice there are opportunities for the customer to linger and enjoy the market. Here are three such strategies you can utilize.

Seating Areas

• Provide seating for customers to rest, especially the elderly and families.

Refreshments

• Offer refreshments or samples to enhance the shopping experience.

Restrooms

• Ensure restrooms are clean and accessible.

By implementing these strategies, you can effectively manage increased customer traffic at your farm market, ensuring a positive experience for both your customers and your staff. This will not only help you handle the current influx but also build a loyal customer base for the future.

Written by Brian Moyer

Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.

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What’s more, there are over 70 education sessions and workshops offered over the three-day period, including programming on fruit, vegetables, greenhouses, farm marketing and more. The specialty crop researchers at Michigan State University and other universities speak in many of the sessions, plus pesticide credits for applicators are available for attending many of the sessions. Additionally, there will be growers sharing how they do it on their farms.

Great Lakes EXPO 2023 recap

The Peterson Farm Bros made their Great Lakes EXPO debut, generating the show’s largest crowd in years. Consisting of Greg, Nathan and Kendal Peterson, their YouTube channel has amassed over 50 million views.

At the Great Lakes EXPO, the Peterson Farm Bros shared their story, performing some of their greatest hits and discussed the lessons they’ve learned over the last eleven years. 

“Fancy Lady Cowgirl,” Courtenay DeHoff also appeared at the 2023 Great Lakes EXPO, giving attendees her insight and direction into personal branding. DeHoff explained how to better expand businesses through the power of social media, websites and more. 

Emerging Tech Innovation sessions were new to EXPO in 2023 — and will return in 2024. These sessions featured technologies that hold promise for addressing challenges to the specialty crop industry related to crop inputs, precision monitoring, irrigation, harvesting, sorting, waste reduction, labor, downstream processing and farm-level decision-making.

Great Lakes EXPO brought more labor-saving technology in 2023 with an aisle exclusively dedicated to innovation and agriculture technology. Presenters taught growers the process of bringing innovation to the industry and how they can benefit from the testing or early-stage use of these technologies. Some companies in attendance were GUSS, Stout, MSUResearch Foundation, Carbon Robotics, FarmDroid, Monarch Tractor, Farm-NG, and more.

The Valent Trade Show stage was also quite popular in 2023. With 45-minute sessions featuring the Peterson Farm Bros, AgBiome, 40 Under 40 Awards, Head Honchos LLC and more, attendees gained insights into the world of agriculture.

Looking ahead to 2024

This year’s Great Lakes EXPO will be Dec. 10-12, at DeVos Place in Grand Rapids, Michigan. Registration for the show opens earlier than ever — Aug. 1 — so save the date!

Great Lakes EXPO is reimagining the EXPO banquet this year into a complimentary event for all attendees, offering light refreshments, hard cider and an evening of networking, awards and celebration. 

Attendees can expect more speaker sessions this year, including a session about starting a mushroom operation. These sessions will be built in to a day-long event on Wednesday, Dec. 11.

The Innovation Aisle returns this year and continues its focus on labor-saving technologies. After filling the aisle in 2023, the EXPO expects to host a wide variety of companies to appeal to all specialty crop growers interested in incorporating technology on their farm. 

Produce and worker safety sessions have moved to Thursday, Dec. 12, and will incorporate pesticide certification testing. The safety classes will feature standard and advanced levels and will be in both English and Spanish.

Another change at this year’s EXPO will be during lunch. The EXPO is bringing two food trucks into the trade show. Instead of the usual hot lunch buffet in the Grand Gallery, enjoy a variety of food options from local businesses! The DeVos concession stands will still be open for a quick bite.

Learn more about this year’s show and more at glexpo.com. 

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As part of a USDA Farmers Market Promotion Program grant, we reflect on the challenges and triumphs of the past year, and we conduct an annual survey of markets. The results of the 2023 Benchmark Survey of farm markets offer valuable insights into the trends, innovations and opportunities shaping this dynamic sector.

Ownership and market types

The survey revealed that a majority of respondents (94%) own or manage a market, showcasing the dedication and involvement of individuals in sustaining these vital community hubs. Among the various types of markets operated, open-air farmers markets had the most responses (56.76%), followed by retail farm markets/on-farm markets (27.03%) and indoor public markets (8.11%). 

Business expansion and improvement

In the face of evolving consumer demands and market dynamics, farm market operators demonstrated resilience and innovation in expanding and improving their businesses. Respondents reported various strategies for growth, including adding new products (28%), expanding existing markets (21%), refreshing layouts (13%) and enhancing marketing strategies (20%). These proactive measures reflect a commitment to enhancing the customer experience and staying competitive in a dynamic marketplace.

Employment trends and challenges

The survey highlighted the importance of human capital in the success of farm markets, with respondents reporting diverse employment arrangements. While some markets relied on volunteers, others hired multiple full-time equivalent (FTE) positions. However, challenges such as staffing shortages persisted, with 35% of respondents indicating difficulty in hiring the required number of employees in 2023. Addressing these challenges will be critical in ensuring the sustainability and growth of farm markets in the future.

Vendor representation and customer engagement

Farm markets serve as vital platforms for local farmers and vendors to showcase their products and connect with consumers. The survey data revealed a wide range of vendor representation, with some markets boasting over 100 vendors rotating. This diversity not only enriches the offerings available to consumers but also strengthens the local economy and supports small-scale producers. Moreover, the survey indicated a positive trend in customer engagement, with a mean percentage change of 11% in customer numbers compared to the previous year.

Business performance and growth

Despite the challenges posed by external factors such as supply chain disruptions and weather-related impacts, farm markets demonstrated resilience and growth in 2023. Respondents reported a mean percentage change of 17% in gross sales compared to the previous year, indicating robust performance and economic contribution. This positive trajectory underscores the enduring appeal of farm markets and their ability to adapt to changing market dynamics.

The findings of the 2023 benchmark survey of farm markets provide valuable insights into the trends, challenges, and opportunities shaping this vital sector. As farm market operators navigate the path to growth and sustainability, proactive measures such as business expansion, workforce development, and customer engagement will be key drivers of success. 

By leveraging the lessons learned from the past year and embracing innovation, farm markets can continue to thrive as vibrant community hubs that celebrate local agriculture and foster connections between producers and consumers.

Written by Brian Moyer

Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.

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In the realm of marketing and business, the terms “brand” and “logo” are often used interchangeably, but they signify distinct concepts. Understanding the difference between them is crucial for any business aiming to establish a strong presence in the market. 

While a logo is a vital component of a brand’s visual identity, the brand encompasses a far broader spectrum of elements that collectively shape the perception and essence of a business or product. Let’s start with defining the terms.

Logo

A logo is a visual symbol that represents a company, product, or service. It typically consists of a graphic element or an icon, accompanied by text, such as the company’s name or slogan. Logos serve as a recognizable mark that identifies a brand and helps differentiate it from competitors. Examples of iconic logos include the golden arches of McDonald’s or the bitten apple of Apple Inc.

Brand

The brand encapsulates the entire essence of a company, product or service. It extends beyond visual elements to encompass the emotions, values, personality and experiences associated with a particular entity. A brand is the perception that consumers have of a company, shaped by its actions, messaging, customer interactions and overall reputation. It represents the promise made to customers and the expectations they hold regarding the quality and value of the offering.

The role of logos

Logos play a pivotal role in brand recognition and recall. A well-designed logo can evoke strong emotions, foster trust and convey the essence of a brand’s identity in a single glance. It serves as a visual shorthand for the brand, imprinting itself in the minds of consumers and facilitating instant recognition across various touchpoints, such as advertisements, packaging, websites and social media profiles. However, while logos are essential for creating visual cohesion and memorability, they are just one facet of a broader branding strategy.

The essence of branding

Branding is a multifaceted endeavor that involves cultivating a distinct identity and fostering meaningful connections with consumers. It encompasses every interaction that stakeholders have with the brand, from the initial exposure to post-purchase support. Effective branding elicits positive associations and emotions, instilling loyalty and advocacy among customers.

While a logo represents a brand visually, the brand itself encompasses a broader spectrum of elements that shape its identity, perception and relationship with consumers. Both are integral components of a successful branding strategy, working in tandem to communicate the essence and values of a business or product to its target audience. 

Everyday your business is open, you are affecting your brand. How you interact with customers, the quality of your products all become part of your brand. 

— Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.

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The event celebrates the only annual ranking of the top farmers markets in the U.S. as voted on by the public. This year, AFT celebrated the event with $15,000 in prizes, according to a news release.

“Since 2008, AFMC has highlighted the key role farmers markets play in communities across the nation while celebrating the farmers, staff and volunteers that make markets possible. While they have long served as pillars of local food in urban centers and town squares, in recent years, farmers markets have gained the national recognition they deserve as essential businesses that power farmers and communities to thrive,” according to the release.

The 16th annual AFMC will run on a condensed timeframe in 2024, through July 31 on its newly redesigned and branded website markets.farmland.org. The summer event is a fun competition that helps farmers markets across the country earn national recognition and local prestige. Markets can join the celebration and encourage their customers to vote, an excellent marketing tool and a pathway to winning a piece of the $15,000 prize pool, according to the release.

The breakdown of prize money is: $5,000 for first, $2,500 for second, $1,500 for third, $750 for fourth, $250 for fifth, and $100 to first in each state. In addition to the prize money, the top markets also receive national and local press coverage, complimentary American Farmland Trust, No Farms No Food gear, and other prizes.

“Farmers markets are a fun and delicious way for everyone to get the freshest food available, connect with farmers and learn the story of how the food has been grown. In so many cases, these markets are critical to ensuring the economic success and longevity of the farms and ranches around us,” Beth Sauerhaft, American Farmland Trust acting president, said in the release. “So this week and every week, please go visit a farmers market and support these folks who grow our delicious and nutritious food!”

The AFMC also identifies the top markets in each state and in the Northeast, Southeast, Midwest, Southwest, and Pacific regions.

“The excitement that this competition created was something like I have never seen before at our farmers market,” Chris Delprince, market manager at North Tonawanda City Market, the 2023 first-place winner, said in the release. “From the farmers, vendors, media, community, businesses, and people both young and old, everyone was all on board. As the Market Manager, for me it was all about the creation of a tremendous marketing opportunity that would generate great exposure for the market. It was such a beautiful thing to see how people came together to support our market.”

New this year, AFT staff will be on the road popping up at farmers markets across the country and new AFMC merchandise will be up for grabs for everyone through a sweepstakes with Edible Communities.

AFT has implemented modified rules for the 2024 AFMC, which includes vote buying being strictly prohibited and enforcing respectful behavior among all participants.

The AFMC database and interactive map on markets.farmland.org is one of the largest listings of farmers markets, containing more than 7,000 market entries.

AFT takes a holistic approach to agriculture, focusing on the land, the agricultural practices used on that land, and the farmers and ranchers who do the work. AFT launched the conservation agriculture movement and continues to raise public awareness through its No Farms, No Food message.

Since its 1980 founding, the Chevy Chase, Maryland-based organization has helped permanently protect more than 6.8 million acres of agricultural lands, advanced environmental farming practices on millions of additional acres and supported thousands of farm families, according to the release.

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