At The Farmers’ Market

Backyard Jem's Shannon Wright on how she got her start at her local farmers' markets.

Shannon Wright’s market experience

Summer officially finishes in March, and winter officially starts in June. But Shannon Wright has found her customers have very definite views on when it's time to finish with leafy greens and tuck into heartier vegetables. “I don't take as many salad mixes in winter because it's just not as popular, people like their warm, hearty foods.

"I spent my first year figuring out what people liked and didn't like at certain times, finding that flow and that cut-off point.

I get all my winter stuff ready at the end of April because it's quite a quick switch that happens with people when they make the change.”

When Shannon decided to become a market gardener, it took just one visit to her local farmers' market, and she knew that was the best way to sell her vegetables and make a profit. But it wasn't the only way, and Shannon was determined nothing she grew would go to waste.

“If we sell out of something one week, I take a bit more next time. If we sell less, I take less. We have an on-site shop here at home, and I supply a CSA (communitysupport agriculture scheme) doing vegetable boxes. If we do (have leftovers), we take it into Women's Refuge.”

Becoming a seller at the Hamilton and Cambridge Farmers' Markets wasn't as simple as just paying a fee and turning up. All markets have acceptance criteria and an audit process that sellers must go through first.

“We fill in a form saying how we grow, where we grow, if it's us growing it – you're not allowed to bring other people's stuff to sell.

"I also had to list exactly what we were going to grow and the timeframes, which was hard the first time because I was going from home gardening to commercial, and I was still figuring that out. It's such a big learning curve as you grow more.

“This year, I filled in the form for the third time, and it's the first time I've felt confident in what I was writing.”

The audit process sounds daunting, but Shannon says she found it easy.

“They come out to see what you're doing, your set-up, that yes, it's your property, you do know your stuff, you are doing what you say you're doing. It was a wander around and a bit of a chat, it felt really comfortable and relaxed.”

Three years at the market have taught Shannon a lot about sales. She has pricing signs dotted about her stand but says she has two types of customers: those who like to read the signs, and a lot more who barely glance at them.

“Signs and pricing labels are important; having it in written form is heaps easier for some people who like information.

“But you still get heaps of people that don't even look at the signs. They'll just ask, ‘how much is this, what do you do with this?' I think people are busy and they want to come and grab what they want."

The story of Backyard Jem and Shannon's growing philosophy are on another sign on one side of her stand.

"Telling your story is important, it's connection and adding value to others. There are people who stop and read your story, but then even they'll say ‘oh, you're out Huntly way?' and start chatting.”

Shannon is still working through the official organic certification process, so that's one thing you won't see on her signs.

“I clearly tell them that I grow organically, but I'm not certified. I tell them I'm all about natural, regenerative farming, about growing the soil and microbes for your health.”

Her best-selling crops are salad mixes and carrots.

"People love my carrots, they come to the stand just for those. There's something magical about organic carrots."

Read more about Shannon and Backyard Jem on page 14.