Farmers markets offer food founders the chance to capture high margin sales —but it only matters if you know how to make them profitable. In this episode, Sarah sits down with Catt Fields-White, nationally recognized farmers market expert and founder of the InTents National Farmers Market Conference, to answer real questions from Good Food CFO listeners about maximizing farmers market revenue.

What You’ll Learn:

* Why Catt told one cookie vendor to raise prices five times before adding production capacity

* The margin advantage of farmers markets vs. wholesale distribution (and why it matters for cash flow)

* Logistics for selling at 7+ markets weekly: staffing, delivery, and storage solutions

* Simple display changes that directly impact sales (including the pricing psychology most vendors miss)

* What to do before walking away from an unprofitable market, and more

Thinking about launching, growing or revamping a farmer’s market business? This episode is for you!

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