From what I have seen, farmer's markets attract 2 kinds of people: Those that can still remember the farmer's road stand, where produce was half the supermarket price, and those wanting premium produce (and willing/able to pay for it). You have to be able to attract those who are tired of flavorless store bought veggies. Locale is a major factor. Here in Seattle, the same vendor is selling a product for $3.99 at one market one day, and three days later at a different site selling for $1.99...what the market will bear. At the $1.99 site, his/her sales would probably double if they could accept EBT cards.
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