Roaming OC Farmers’ Markets

OC’s Farmer’s Markets are not only where locals can get fresh produce–they’re also where many entrepreneurs get their start. 

With over 30 Certified Farmers’ Markets in the county, some vendors are taking the opportunity to set up shop and test the market. 
Farmers’ markets have been around since as early as 1730, when they began in Pennsylvania with one central public market of local vendors. Since then, farmers’ markets have become vital sources of fresh products for residents and sales for small businesses.

The Certified Farmers Market program, created in 1977, authorizes California Agricultural Producers to market their products to consumers. 

The markets across the county give locals access to various products and provide vendors a way to sell their goods.

One such market is The Orange Homegrown Farmers and Artisans Market in Orange. 

“Orange Homegrown has created a positive, conscious community of consumers and vendors over the almost 14 years of our farmer’s market,” wrote Nikki Patiño, the Orange Homegrown Market Manager, in an email to Voice of OC.

“Farmers Markets are great incubators for small businesses; it’s a way to get exposure and test out products for a relatively low cost of entry,” Patiño elaborated.

Lidia Jaime, a farmer at Black Sheep Farms in Hemet, Calif., who travels to Orange Homegrown, says the market is a perfect way to get her produce into the hands of local families.

“We are a small family-owned business. We grow specifically for farmers’ markets because we would not have the product available every single day for a store,” wrote Jaime in an email to Voice of OC.

For farms, the process of selling at a Certified Farmers Market begins with getting an inspection.

According to the OC Agricultural Commissioner’s Office’s Certified Producer’s Application, farmers must make a list of all the produce they plan to sell. After that, they will need to contact the Orange County Agricultural Commissioner’s Office to get an on-site inspection of their farm and confirm that they are growing all of the produce on the list. After this inspection, they will receive a Certified Producer Certificate (CPC). These certificates must be renewed annually. 

Additional regulations apply to producers looking to package their goods, sell nursery stock, or market their products as organic.

Certified Farmers Markets benefit the community by directly connecting producer and consumer, The OC Agricultural Commissioner’s Office writes in their Certified Producer’s Application.

“The Certified Farmers Market allows the producer and consumer to be connected directly across the sales counter. Producers benefit from direct sales to consumers, without the expense of a middle man, and consumers are able to purchase fresh produce from the person who grows it.”

But the market isn’t just for farmers–a variety of vendors use the market to grow their business and connect with customers.

Local baker John Tibbetts spoke about how he got started at the farmer’s market with his business, Chonky Donkey Bakery.

“None of the permits in and of themselves are all that challenging. I would say, actually, the most difficult one wasn’t the health permit, it was the business license for my city, which had to go through the planning board… But once you’re kind of familiar with it, looking back, it was pretty easy,” Tibbetts recalled.

Tibbetts sells at multiple markets in the OC, which is a process that has been simplified over the years.

“I used to have to get [another permit] for every single market that I do, and I had to go [in person] to do it. Now I have an annual permit that just covers all my markets, as long as I’m not doing two at the same time,” Tibbetts, who sells granola and baked goods, recalls. 

Tibbetts aims to open a brick-and-mortar store in the next three to four years– a goal the market has helped him move toward.

“I already have to pay rent, so not having to pay two rents makes a really big difference in my overhead. This helps me build up an audience, and then when I do open [a brick-and-mortar store], I actually have a baseline of customers,” Tibbetts explained.

Market manager Patiño explained that Orange Homegrown similarly sees vendors growing their businesses through the market.

“We have had several vendors who started here at Orange Homegrown and either expanded to multiple markets or opened up brick and mortar stores locally. Some decide to continue selling at markets or focus their endeavors on the new store,” described Patiño.

Tibbetts sells at multiple markets throughout the county, and he explained that social media can have a strong impact on business.

“I would say the markets that I feel the most supported at are the ones that have a pretty heavy social media presence. Those tend to be markets that I feel like we’re getting more new customers in,” described Tibbetts.

Jaime explained how one market helps her business.

“Orange Homegrown has a really good management team… One of the ways that they support us as a farmer is by making sure that this Farmer’s Market is not oversaturated with a lot of farmers selling the same produce. Variety in farmers and produce is the key to a successful market.”

Over the years, local farmer’s markets have supported small local businesses and farms by curating vendors and promoting these businesses, but success in the world of farmer’s markets isn’t instant.

Jaime advised new farmers to explore their local market before deciding to apply as a vendor.

“I would recommend them to walk the market they’re interested in, then by walking the market, they can tell if the product they want to offer is needed, or already available.”

Tibbetts encourages new vendors to think about the unique aspects of their products.

“Be prepared to answer the question, what makes your products different than everybody else’s? Because people do come up and ask, ‘what’s different about yours?’”