How-to · 12 min read · June 14, 2026

Field guide

How to start a farmers market from scratch.

Starting a farmers market is mostly logistics, not marketing. Here is the order I'd do it in if I were starting Sunny's Markets over, including the things I'd skip the first time around.

Step 1: Pick the venue

The venue determines everything else. The criteria, in order:

• Foot traffic that already exists. A parking lot at a busy intersection beats a beautiful park in the suburbs by 5x.
• Parking, restrooms, electricity. If you don't have all three, you're solving expensive problems on day one.
• Shade or shelter. Vendors hate full sun by month two.
• Permission for recurring use. Get this in writing for at least a season.

Best venues by experience: church parking lots (under-used Saturdays), brewery patios (built-in audience), shopping centers with anchor tenants who want foot traffic.

Step 2: Get the basic legal foundation

• Form an LLC (or use an existing one). $50-$200 depending on state.
• Get an EIN from the IRS. Free, 10 minutes online.
• Open a separate business bank account. Mixing money is the #1 unforced error.
• Get a general liability insurance policy. $300-$800/year for most small markets. More on insurance here.

Step 3: Recruit the first 10 vendors

This is where most market dreams die. Vendors don't take a chance on a market that has 3 vendors. Solution: recruit your first 10 before opening day is announced.

How:

1. Make a list of 30 local food producers, bakers, and artisans. Instagram is the fastest research tool.
2. Reach out personally — not a form letter. Be specific: "I love your sourdough. I'm starting a Saturday market at [venue]. I'd love you to be one of the first 10."
3. Offer your first 10 vendors a discount (50%) or free first day. The cost of empty booths is much higher than the cost of comped ones.
4. When you have 10 verbal commitments, set an opening date. Not before. Full vendor recruitment playbook.

Step 4: Permits

Three permits matter for most markets:

• Special event permit from the city/county. Process varies wildly — allow 30-60 days.
• Food handling permits for vendors selling prepared food. Each vendor usually handles their own, but you may need a market-level food vendor permit.
• Sales tax registration if you collect anything (booth fees count in some states).

Call your city clerk's office — they almost always know the exact list. Don't trust internet checklists from other states.

Step 5: Set up your application + payment systems

You need a way for vendors to apply, get approved, and pay. The options:

• Google Form + Venmo: Works for the first 3 events. Falls apart at 20+ vendors.
• Spreadsheet + Venmo: Better but you'll spend hours on every event managing the spreadsheet.
• Market management software (like Tentpole or competitors): pays for itself by month 2 if you run more than 4 events a year.

Step 6: Market your opening day

Three channels in priority order:

1. Your vendors' Instagram followings. Combined, they're often 10-50k people. Make a shareable graphic, give each vendor a personalized "I'm at [Market] this Saturday" post.
2. Local Facebook groups + Nextdoor. Free, surprisingly effective. Post 2 weeks ahead, then again 2 days ahead.
3. Local press. Email the neighborhood weekly + your local food blog. Lead with "new Saturday tradition" not "new market opens."

Step 7: Run the first market

Arrive 90 minutes early. Bring extra zip ties, a folding table, a tablet for vendor check-in, a cash drawer for walk-in fees, a first-aid kit, an extension cord, and a cooler of water for vendors. Take 50 photos. Welcome every visitor. Don't sell anything yourself — you're the host.

After: send a thank-you email to every vendor within 24 hours. Ask them what you can do better.

The 90-day rhythm

For the first 12 weeks, run on a 7-day cycle: Sunday recap, Monday vendor follow-ups, Tuesday new vendor outreach, Wednesday social media post, Thursday check on logistics, Friday confirmations, Saturday market.

You will get tired. You will second-guess. The market that survives year one is the one whose organizer keeps doing the 7-day cycle even when attendance dips.