The Market Series, Part 1: How to Choose the Right Market for Your Sourdough Microbakery | Episode 105

mikalonte
3 days ago
4 min read

Join the Holiday Accelerator HERE! http://www.carolinebower.com/holidayaccelerator

If you're a sourdough microbakery owner wondering whether farmers markets are worth your time—or how to choose the right one—this post is for you. After two years of selling at my local market, I’ve seen what works, what drains you, and what genuinely grows a bakery business.

This is part one of a three-part series all about markets. Today, we’re laying the groundwork: how to evaluate and choose the best farmers markets to support your bakery’s goals, your schedule, and your sanity.

Whether you’re working out of your home kitchen or transitioning into a storefront (like I currently am), the right market can build visibility, deepen customer loyalty, and turn casual browsers into lifelong regulars.

Let’s walk through how to make smart decisions before you ever pack a loaf.

Why Markets Matter for Microbakeries

Markets aren’t the only path to growth, but they can be a powerful one—especially when you're just starting out or want to expand your customer base.

Here’s why I love them:

They help you get in front of local customers
They’re a great way to test new products without overwhelming your weekly pre-order list
They allow you to build face-to-face trust and relationships
You can use them to collect contacts for your text list or weekly emails

But the key is not just showing up. It’s showing up at the right place.

What to Look for in a Good Market

Not all markets are created equal. Here’s what to consider when evaluating a new one:

Stay Local

Choose markets that are close to your home or regular pickup location
Focus on visibility to the right people—those who can become long-term customers
Traveling far might bring cash once, but it often doesn’t build sustainability

Watch the Management

Does the market have a strong social media presence?
Are they featuring their vendors and engaging with the community?
Avoid markets with cookie-cutter posts and no online engagement—this can be a red flag for weak organization

Consistency Is Key

Markets that happen every Saturday or biweekly create shopper habits
Being a regular vendor builds trust and loyalty
Customers love knowing exactly where and when to find you

Do Some Recon: Talk to Other Vendors

Before applying, visit the market as a shopper and ask questions like:

How do you like selling here?
Is the foot traffic steady or inconsistent?
Do shoppers come to buy food or just browse?
What’s the management like—are they organized and fair?

Good organizers:

Communicate clearly
Enforce their policies consistently
Curate the vendor mix thoughtfully

When vendors love their market, customers pick up on that energy.

Know the Shoppers

Different markets attract different types of people. Ask yourself:

Are these locals picking up pantry staples like bread, eggs, and honey?
Or are they just window shopping and strolling?

Here’s the difference:

Locals shopping for groceries = consistent sales and potential pre-order customers
Tourists or casual browsers = brand awareness, marketing, and visibility (not always immediate profit)

Plan accordingly. Both can be valuable—but in different ways.

What If There’s Another Sourdough Baker?

This question comes up all the time. And I get it.

Here’s the truth:

Most markets can support more than one baker, especially if they have consistent traffic
Differentiation is key—lean into your own strengths and style
Don’t copy. Instead, find what makes you stand out
Respect your fellow vendors, and if possible, avoid overlap in specialty items

I’ve shared space with other sourdough bakers and still had great weeks. Customers love having options, and your people will find you.

How to Get New Customers at a Small Market

Small doesn’t mean ineffective. Here's how to make the most of every interaction:

Be consistent: Show up regularly and build recognition
Smile and connect: Learn names and have real conversations
Use Facebook groups: Engage in local groups with helpful, non-salesy posts
Invite them to join your text list so you can stay top-of-mind

If the market is small, it can still act as your marketing engine to drive pickups throughout the week.

Do You Need Fancy Equipment to Start?

No. Use what you have.

Here’s what I brought to my first market:

A folding table
A pop-up canopy
A tablecloth
A homemade sign in an old picture frame
One cooling rack and a basket

That’s it.

Over time, I added more as it made sense. Don’t let perfection slow you down.

Your Quick Market Checklist

If you’re researching farmers markets right now, keep this list handy:

Is it local?
Is the management organized and active?
Do other vendors seem happy and returning regularly?
Are the customers consistent and aligned with your target market?
Can you see yourself selling here every month—or more often?

A strong “yes” to most of those means it’s probably worth a shot.

Don’t Forget: The Holiday Accelerator Is Coming

If you’re planning to sell at markets during the holidays, don’t miss the Breadwinner Holiday Accelerator. It’s a free, two-day online event designed to help you reset after October and map out your November and December plan with clarity and confidence.

You’ll set financial goals, prep your holiday menu, and plan your calendar so you don’t burn out. And with the upgraded ticket, you’ll get:

Lifetime access to the recordings
Three of my best-selling base recipes (muffins, scones, and granola)
A detailed holiday game plan workbook
And a second live Q&A with me

Grab your ticket at carolinebower.com/holidayaccelerator and start your season strong.

Final Thoughts

Choosing the right market is more than filling out an application. It’s about building your business intentionally, one weekend at a time. Take your time to find the best fit, learn from each experience, and remember—you don’t have to do it all to do it well.

Next week, I’ll walk you through part two of this market series: exactly how I prep, bake, and decide how much to bring for a smooth, stress-free market day.

Until then, happy baking.

Links to things you might like!

Grab the Profit & Pricing Calculator: Simplify the math, clarify your margins, and confidently price your products
Join my email list here: https://carolinebower.myflodesk.com/newsletter

Find links to all of my sourdough microbakery favorites including the dough bins I mentioned, packaging, pans, and more in my Amazon Storefrom! www.carolinebower.com/amazon

Download the FREE Guide and Checklist, Your First Steps to a Successful In-Home Bakery at https://www.carolinebower.com/checklist to begin building YOUR thriving microbakery!