Visiting your local farmers’ market on a lazy Saturday? Heaven. Running your own stall at said farmers’ market? Not as cruisy as you might think. The farmers’ market biz is no easy one to crack, but for all the tireless early mornings and sacrificed weekends, it can sure be a rewarding one. If you’ve ever wondered about what it’s like to get started with your own farmers’ market stall but don’t know where to begin, fret not – we caught up with Leigh Kuhlmann, the big boss behind handcrafted limited-release crispy chilli oil biz DC Cartel, to get the inside scoop on the farmers’ market industry. 

PREPARE FOR THE WORST, HOPE FOR THE BEST Running a farmers’ market stall is a LOT. It’s a lot physically, mentally and emotionally for the whole four to five hours. Most of it is also out of your control too, and, to be honest, most of it is tied to the weather. You haven’t lived until you are talking to Sharon from Werribee about the type of chillis in your oil while hanging onto a marquee in 88km/h wind, pretending you are cool with it. Some days you have to realise that the day was just a marketing exercise that got your product in customers’ hands and enough money to keep the lights on.

THERE’S NO SCIENCE BEHIND WHERE TO SET UP SHOP It’s very trial and error. I find particular farmers’ market locations that work for me don’t work for other folk who even sell similar products like chilli – give it a few markets and you will work out which ones work and the ones that don’t and just keep truckin’. Just like a car, you have to test-drive some and realise a Nissan Micra doesn’t suit everyone.  

THE HIDDEN ADVANTAGES One of the reasons why selling at a farmers’ market works better for me is that the rent is a lot lower. Our product doesn’t lend itself to a store, but even if it did, it’s a huge risk signing a lease when you can just drop $100 at a market and get a spot with a built-in audience who are ready to shop. It’s the ultimate vessel for instant feedback, which some companies pay thousands for – you get it straight to your face whether you like it or not.  

COMMUNITY IS AT THE CORE Most markets are very low on what’s known as the ‘flog factor’, meaning most people who work the stalls are super-supportive and we all look out for each other. The customers are usually great people who want to support small businesses. It’s refreshing and you have real conversations. But it’s also not easy – if it was easy, everyone would start a small business and be doing it, so be kind to yourself and be sure to cut yourself some slack here and there.  

TIPS AND TRICKS TO GET YOU STARTED Just be yourself – you can smell a sales guy with a lack of authenticity a mile away. If people like you and like your product, they are much more likely to buy and recommend you to friends. That’s the start of a great organic base for your business. Remember, though, your product is not always going to be for everyone. Just like I think the ’80s classic action movie Robo Cop was a turning point in cinema and was robbed by the Academy Awards in all categories, my mate thinks it was one of the worst movies of all time. He’s also an idiot.  

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