Creating a market for your farm products is about knowing your offer, your audience, and how to connect the two. It is also about finding the right buyers, building relationships, and choosing a route that fits your goals and capacity.
This resource outlines key considerations for setting up or improving a direct-to-market strategy. It also outlines practical first steps, from farmers’ markets to business-to-business sales.
Useful for: farmers developing a local sales model or new enterprise.
Tip: Use this alongside the Business Model Canvas, Customer Journey Map, and Service Blueprint for market planning.
Key considerations: Know what you’re selling – Be clear on your products, their qualities, and how they differ from others in the market.
Understand your buyers – Who are they, where are they, and what matters to them, what do they value as quality?
Tailor your message to their values and needs. Be reliable – Consistency in supply, communication, and quality builds trust—essential for long-term market relationships.
Start small and strong – Test your market with a few products or customers first.
Grow as confidence and systems develop. Use networks and referrals – Many good opportunities come through word of mouth or shared connections—engage with your community.
Understand your value – and use this to promote your niche and avoid competing in areas which decrease your value.
Be patient and resilient – Building a market takes time and rejection is normal.
Use every no to refine your pitch and understanding.
Know the rules – Make sure your setup complies with local food safety and sales regulations to avoid costly setbacks.
Practical first steps: Start with farmers’ markets – Though time-intensive, they offer direct customer feedback, understanding of customer needs and wants and help you build selling skills and product awareness.
Use online tools and CSA directories – These platforms offer low-effort visibility and can generate small-scale, bitty but steady B2C income.
Pursue B2B sales – Contact cafés, restaurants, and shops. Most will likely decline, but one dependable buyer can provide steady demand and add real value.