Sandpoint, Idaho organic gardener Diane Green shows workshop participants how to effectively and inexpensively wrap flowers for farmers market sales. BARBARA COYNER for the Capital Press

ST. MARIES, Idaho – It’s a scene that happens more often than it should. Some rural growers bring their picture-perfect produce to the local farmers market, but the growers themselves look as if they’ve come straight from the field. And they probably have.

“A lot of selling your product has to do with eye appeal,” said Diane Green of Greentree Naturals in Sandpoint, Idaho. “I’ve seen some people come to market with beautiful produce, but it still has dirt clods on it, and they still have the clothes on that they had on when they were picking. Then they wonder why their stuff doesn’t sell.”

Green, a 16-year veteran of the Sandpoint Farmers Market, presented some of the nuts and bolts of selling at weekly markets to a dozen eager producers who helped launch a St. Maries market last year. Rural Roots, a Moscow-based organization advocating the “Buy Fresh, Buy Local” message, sponsored the workshop.

“When people have put a tablecloth on their table, cleaned up and set out some business cards, I’ve seen them triple their sales,” said Green, who with her husband grows fresh-cut flowers, herbs and organic produce. “That part of the presentation really makes a difference.”

A colorful apron, a straw hat and engaging props create a trademark look that keeps buyers returning on a regular basis. That, Green said, is key, especially if the grower is competing with several others selling comparable products. Display baskets, checkered tablecloths, aprons and props are easily found in most thrift stores, she added.

As for the product, the message is clear: If it doesn’t look good or taste good, leave it at home. Green also stressed that growers should be familiar with what they grow, and be ready with ideas on preparation and use. Guaranteeing the product adds one more positive layer to increased sales.

“People shop farmers markets for freshness and I always guarantee what I sell. I can’t sample all the beans I grow, so if someone comes back to me and tells me the beans they brought were tough, I take the total blame and give them another kind and say, ‘Here, try these.’ You have to remember that you’re selling more than produce. You’re selling relationships.”

Keeping customers as the focal point, Green prefers to price her products individually, noting, “I use price signs, which is more of a preference thing. A lot of customers just don’t like to ask. It’s another angle on giving the customer a reason to spend money at your stand.”

Responding to questions from her audience, Green called sampling “an iffy thing,” due to individual county health regulations. She also had strong advice on avoiding labeling items organic when they are not.

With the 2005 farmers market season just around the corner, Green cautioned the group to keep good records from year to year to really know how the business is doing. She also had a host of ideas on cost-effective ways to attract buyers to the marketplace location, as well as several tips on how to package products inexpensively and efficiently.

“One other thing is to be consistent in being there. People come to rely on you being there, and if you’re not going to be there the next week, you should tell them ahead of time and encourage them to buy from the other vendors. I always like to promote good will, so people keep coming back.”

Green can be reached at (208) 263-8957 for more information on various workshops offered. The website for her business is: www.greentreenaturals.com.

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Capital Press is an independent farm and ranch newspaper that serves California, Idaho, Oregon, Washington and other western states. It is published every Friday by Press Publishing Co., 1400 Broadway St. NE, Salem, OR 97303.  1-800-882-6789