Authored by Connie Gillen; Reminiscing from Sunset Farm, one of the original, founding members of the Amherst Farmers' Market! 

As I look back over my 50 years participation in the Amherst Farmers' Market I see how many things have changed and how much has remained the same.  We are still in the center of the town, having gone from the parking lot to our wonderful new "home" on the grass of the Amherst Town Common!

We are still a group of small farmers and creative producers of value added products but we have lost a number of local Amherst farmers who have either become wholesalers or retired from farming, and added more value added products.
We have gone from locals begging to be let into the Market to having to solicit venders to join. It is a big commitment to keeping your Saturdays open from April until November. Yet, adding picnic tables and consumable food and music and a park-like atmosphere has made the Market experience more popular than ever!

We have gone from having the town’s business community "suspicious of our presence" to being welcomed with open-arms by the Town officials and having the Amherst Chamber of Commerce and the Amherst Business Improvement District promoting us as one of Amherst’s main features!

When Bill and I first joined the market in the early 70’s we had inherited 10 acres of farmland in downtown Amherst. We kept our day jobs but began growing basil, tomatoes, onion, garlic, cucumbers.  I sold our extra produce on the Town Common and gave out a pesto recipe, because no one had ever heard of it. I soon added my fresh fruit strawberry popsicles, because I was way ahead of Kennedy and didn’t want my kids consuming popsicles with sugar syrup and dyes. We grew our own strawberries and eventually supplemented with Lakeside strawberries.

Over the years I increased my variety of popsicles and we experimented with all kinds of produce - from greens, varieties of lettuces, cardoon, elephant garlic, many different types of tomatoes, squashes, arugula, kohlrabi, okra. If there was a vegetable in a catalogue, you can be sure we tried growing it at least once!

This is what made the Amherst Farmers' Market - the creativity, experimentation, and the variety of vendors and their products. And we think that this spirit is what makes Sunset Farm special as well! We draw on neighbors and friends, some of whom have been with us from the start, who volunteer, become our friends, invent
products, do specular flower arrangements, introduce foods from other cultures and become part of our ‘urban’ farm community.

Big changes occurred when we, at the Market, were compelled to create more rules for our evolving and growing "little" farmers' market!  Our first and long time president, John Spineti, registered us as a "Class A farmers' market" and that meant only selling what we grow/committed to being agricultural producers.  There were many hair splitting conversations about this over the years.  We did not want the market to turn into a flea market, to keep it's agricultural roots (pun intended!) AND, at the same time, we all wanted the market to be dynamic and creative and attract new customers and vendors and stay relevant!  Things got worked out over time with rules being revised and tweaked. Vendors of the majority, still need to be producers/growers having to grow at least 50% of what you sell.

Another big change came when it was decided to have the bulk of the vendors commit to a 20+ week market. This meant that you had to grow for three seasons of produce. Those who had specialty seasonal items might be excluded, so we evolved a guest vendor system to accommodate them.

A constant issue that affects all farmers' markets is the "problem" of having too many vendors that all grow the same product. How to balance issues of competition and yet maintain the variety necessary to attracting customers! Our Amherst Farmers Market had all the issues you see playing out in world trade, tariffs excluded!

Although we are all really in competition with each other for customers, there is generally a good feeling among vendors. We trade tips over what we grow, weather problems, individual crises, minding each other’s tents, and now helping each other negotiate SNAP transactions.

We all realize that the sustainability of the Market depends on all of us being successful. Knock out all the competition and you stand alone.   Again, a microcosm of the world!

Hope to see you out there each Saturday and supporting local producers and keeping the local economy rolling and healthy!
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 Guest Post authored by Katherine Langford;
Alright, let’s be honest farmers’ markets can feel like a jungle. Between the rows of vibrant produce, handmade goods, and cheerful vendors, customers have a lot to look at. So how do you make sure they look at you? Better yet how do you make sure they stop, smile, and buy?
Whether you're just starting out with your first folding table or you're a seasoned market pro, the way you set up your display can make a massive difference in your sales. A great farmers’ market booth doesn’t just sell it tells a story. It invites people in, sparks curiosity, and makes them want to stick around.

Let’s dive into how to make that happen. Grab a coffee (or maybe a lemonade from the stand across the row), and let’s get into the good stuff.

1. Think Like a Shopper - Before you set up your display, imagine you're walking into a bustling farmers’ market as a customer. What draws your eye? What makes you stop?  Most likely, it's a combination of color, order, smell, and vibe. You want your display to scream fresh, fun, and you-need-this-in-your-life.  Clutter, confusion, and flat displays just don’t cut it.
Ask yourself:

• Would I stop at this table?
• Can people tell what I’m selling from five feet away?
• Does my table look fresh and inviting?

Start with empathy, and you’ll end up with more sales.

2. Start With a Strong Foundation: Your Table & Tent - Your booth setup matters more than you might think. A sturdy, clean table covered with a fresh, wrinkle-free tablecloth can instantly upgrade your look. Want to go even further? Try one of these:

• Use wooden crates or baskets to add dimension. Stack them at different heights for a tiered look.
• Bring a tent or canopy, especially if you're outside. It not only protects your products from the elements it also gives you a “home base” feel.
• Use consistent colors or branding (we’ll talk more about that soon).

Pro Tip: Use a tent banner with your farm or business name, something easy to read and visible from afar. You want people to recognize you before they’re close enough to shake your hand.

3. Height is Your Best Friend - Flat tables can be boring. They don’t guide the eye, and everything just sort of blends together.  Add height using:

• Crates
• Risers
• Upside-down buckets covered with fabric
• Wooden boxes
• Hanging shelves (if your tent can handle it)

Putting your “wow” products up high-eye-level stuff gets attention.  Keep bulkier or repeat products on the table or below.
The goal?  Make your booth look abundant, organized, and thoughtful.

4. Color is the Hook - You’re competing with the colors of nature here, fruits, flowers, homemade jams, and who-knows-what else. So lean into color like it’s your superpower.

If you’re selling veggies, group by color and let the brightness shine. Tomatoes next to basil?  Eye-catching and aromatic. Are you a baker?  Stack cookies with rich tones next to soft pastels. Got handmade candles?  Line them up in a gradient.
Bonus tip: Use props that match the season.  For summer, maybe some sunflowers in a jar. In fall? A few tiny pumpkins. A touch of theme adds warmth and charm.

5. Signage: Clear, Cute, and Consistent - Nothing turns people off faster than confusion.
Make signs for everything:

• Prices
• Product names
• Ingredients or origins (especially if you’re organic, local, or gluten-free)
• Your business name and logo

Use the same font, colors, and style throughout your display. It makes you look legit and that’s half the battle.
Handwritten chalkboards work great, especially if your vibe is rustic or handmade. Just keep the writing big, bold, and easy to read. If you’re more polished or modern, printed signage with a clean design may fit better.
Pro Tip: Include at least one sign that tells a bit of your story people love knowing who they’re buying from.

6. Samples Win Hearts (and Wallets) - If your product can be sampled—DO IT.
People are way more likely to buy if they’ve tasted or touched what you’re selling. Just make sure you keep it clean and safe:

• Use small cups, spoons, or toothpicks
• Have hand sanitizer available
• Wear gloves if you’re handling the samples
• Label sample items clearly

Let your personality shine while offering samples. A friendly “Want to try one?” or “These just came out of the oven this morning” goes a long way.  If you're selling something like Farmer Jon's Popped Popcorn, offering a few kernels in tiny sample cups might just make someone fall in love on the spot. Salty, buttery goodness? Yes, please.

7. Your Vibe Attracts Your Tribe - You are your best selling point.  Smile.  Chat.  Tell stories.  Wear an apron with your logo. Be approachable, but not pushy.  People love to support real humans.  Tell them how you grew those tomatoes or baked that bread. Did you start your business during the pandemic?  Share that.  Did your grandma inspire your recipes?  That’s gold.  The more you can be, the more customers feel connected and loyal.

8. Use Props & Decor to Tell a Story - Let your booth feel like your brand. If you’re a flower farmer, maybe bring a vintage watering can.  If you sell honey, a honey dipper or bee-themed cloth adds charm.  Do you make jams?  Stack a few on a small picnic blanket with a faux-bread prop.  This doesn’t have to be expensive. A trip to the dollar store or a rummage through your garage might do the trick.  Think cozy, inviting, and a little bit Instagram-able.  People love snapping photos at cute booths and those photos can bring more people your way.

9. Bundle Up & Cross-Sell - People love feeling like they’re getting more for their money.  Consider offering small bundles or kits:

• “Pick Any 3 for $10”
• “Farmer’s Breakfast Pack” (eggs, jam, and a mini loaf)
• “BBQ Night Kit” (sauces, herbs, and marinades)

You can also suggest add-ons at checkout:

• “Want to grab a second one for half off?”
• “These cookies go great with our cinnamon tea!”

The key here is subtle suggestions, never pressure. Just let people know their options.

10. Restock & Rotate Throughout the Day - The best booths never look picked over-even if you’re halfway sold out.
Keep backup stock behind the table or under it.  Rotate items in as things sell.  Re-stack.  Re-fluff.  Refill baskets.  A fresh-looking table makes it easier for late shoppers to say yes.  Even something as simple as rearranging items every hour can make your booth feel alive.

11. Offer Multiple Payment Options - Let’s be real people don’t carry cash like they used to. If you’re cash-only, you’re probably losing sales.  Get a mobile card reader (like Square or SumUp).  Accepting credit cards,  Apple Pay, Google Pay, or even Venmo can be a game-changer.  And if you're using digital payments, have a small sign that says so.  Customers love clarity.

12. Use Branding to Be Memorable - Even if someone doesn’t buy today, you want them to remember you.
Ways to brand your booth:

• Logo on your tablecloth
• Stickers on your products
• Business cards or postcards
• QR codes that link to your Instagram or website
• Free bookmarks, recipe cards, or magnets

And yes, social media matters! Encourage people to tag you when they post your products. Maybe even offer a small discount for a post or follow.

13. Weather-Proof Your SetupLet’s face it, weather happens. Rain, wind, blazing heat… you’ve got to be ready.

• Use tent weights so your canopy doesn’t fly away
• Bring a clear plastic cover for your products if it rains
• Have a fan or water spray bottle for hot days
• Use bungee cords and clips to keep signs from flapping around​

Customers notice when you’re prepared.  It makes you look professional and trustworthy.

14. Keep It Clean & Organized - This sounds obvious, but it’s worth emphasizing: Clean sells.

• Wipe down surfaces regularly
• Keep trash out of sight
• Tidy up displays every hour
• No half-eaten snacks or personal clutter on the table

People shop with their eyes first.  A clean, neat booth says your products are top-notch.

15. Observe, Adapt & Learn Each Week - No setup is perfect on day one.  Take notes.  Snap photos of your booth every time you set up.  Ask friendly customers what drew them in.  Watch what others are doing and borrow great ideas.
Did one product sell out early?  Maybe feature it more prominently next time.  Did nobody touch that display basket?  Try moving it or switching it up.  Think of your booth as a living, growing thing just like your farm or business.

Final Thoughts (But Not That Kind of Final Thoughts) Alright friend, that’s a wrap for now.  Creating an eye-catching farmers’ market display is part art, part science, and a whole lot of you.  Don’t stress about being perfect.  Just focus on being present, prepared, and genuine.

The magic of the market isn’t just in what you sell, it's in how you make people feel.  A warm smile, a beautiful setup, a story behind every jar or loaf... that’s what makes your booth unforgettable.

So go out there and make some market magic.  Your perfect setup is just a crate (and maybe a little popcorn sample) away.

Guest Post/Recipe shared by Stephen Bissonnette;
Although being a local, sadly, I don’t get to the Amherst Farmers' Market as much as I’d like. This weekend, however, the rare sunny Saturday weather here in MA motivated me to venture out and into downtown Amherst! There was nothing planned for dinner and I thought it would be fun to just see what I could find at the farmers' market and make a dish based on what looked good? 

All of the vendors were very friendly and helpful in helping by making recommendations that could work.  It felt a little bit like making stone soup as I made my way around the circle of tents on the green lawn and I relished in everyone’s suggestions.  My brown paper bag was spilling over with lush greens and I looked forward to a cozy Saturday evening at home making dinner later that night. 

After posting my meal, the AFM manager reached out on Instagram, saying it "looked delicious," and asked if I'd be willing to share; so I thought I'd pass it along to those that might be interested in giving it a go!  Here’s the recipe for what I whipped up from my day wandering at my local farmers' market.  All the ingredients listed below are available (seasonally of course) through the varied and diverse member vendors at the Amherst Farmers' Market: 

Lamb Chops & Summer Veggies recipe, process and prep
Prep time: 10 minutes
Cook time: 15 minutes

Ingredients:
Lamb rib chops - 2 per person (chops from Leyden Glen Farm) 
Cherry tomatoes (veggies from Red Fire Farm, Wild Shoat Farm, Carrot Corner Farm, Quabbin Hills Farm, Supreme Microgreens, Sunset Farm, Jiang Farm and Boulder Top Farm)
Caulilini (or cauliflower)
Rainbow carrots (with greens)
Microgreens
Chives
Salt & pepper
Olive oil 
Lemon or mandarin 
Carrot top pesto (see below)

1. Preheat oven to 400 degrees Fahrenheit and season lamb chops with chives, salt & pepper
2. Prepare and season vegetables and lightly toss in olive oil 
3. Sear lamb chops on stove top in a hot dry oven safe pan for 2-3 minutes on each side or until browned
4. Add veggies to pan and cook in oven with lamb chops for approximately 10 minutes or until internal temperature reaches desired wellness 
5. Let lamb rest for 10 minutes under foil, then deglaze pan with freshly squeezed lemon or mandarin juice, plate, top lamb with carrot top pesto and microgreens, and finish with a pinch of salt 

Carrot Top Pesto:
Carrot top greens
Almonds or cashews
Lemon juice
Olive oil

1. Blend together in food processor