As more and more vendors apply to be part of the Ezulwini Farmers Market, the founders and organizers of the market have already received an overwhelming number of vendor applications. To cater for these growing numbers a partnership/ deal has been struck by the market with Likusasa Letfu who offer vendors basic training before going for the market. Farmers Market Founders and organizers share with Kulture what impacts running the markets has had on local families and how they will cater for the growing number of vendors applying for stalls at the market..
Q. Please introduce yourselves and the role you play at the Ezulwini Farmer’s Market.
We are Thorsten Bock and Inge Knabe, we are the founders and organizers of the monthly Ezulwini Farmer’s Market.
Q. Can you share how the concept of a farmer’s market come about?
The demand of co-vendors at other farmer’s markets in other areas was the main reason to start our own market. We also felt the need to have one in the Ezulwini region as it was a central location. Besides these main reasons the other was our own need for a regular market to sell our farm products. When no-one volunteered to organize one, we decided to try it out ourselves.
Q. How long has your farmer’s market been operating and what has its growth trajectory been like?
The inauguration of the Ezulwini Farmer’s Market was in March of 2023. In the past year and half, we have organized about 13 farmer’s markets which have been growing rapidly over this time. Our central hosting space has been at Legends SHARED. When we started the market, we had 30 vendors but now we are now hosting up to 85 stalls on a single market day with more and more interested applicants each month. With the rising number of stalls, the event has evolved from just mainly a farmer’s market but into a market with a wider variety of different trades being offered. We are almost overwhelmed now after such a short existence especially with the size and attention the market has reached.
Q. What impact has the market had on the local community?
For many vendors it is their first opportunity to reach so many people not only for sales, but also for networking with potential customers and funders. I would say it has therefore it strengthened the local relations, economy and has helped some families to become self-sustained with their trade. We are currently in an informal cooperation with Likusasa Letfu from Matsapha, who offer basic training to vendors. Once they feel a vendor is ready for a bigger market, they send them to us at the Ezulwini Farmer’s Market. It is also worth mentioning that from now on two of our fellow Eswatini Consumers’ Choice 2024 Awardees will be invited to each market regardless of whether they fit the market profile so as to help us in motivating new vendors and showcase what could be accomplished with “Made in Eswatini” products. For the customers and community, I believe the market became a lovely Saturday’s outing under the trees.
Q. What is the process for new vendors to apply for a spot at the market and how do you select the vendors for the market?
Contact us on WhatsApp +268 7949 8215 or emagodomane.farm@gmail.com and we will send you an application form with more information about the process. If you want to be selected to participate in the market, your product must be locally produced in a non-factory way which means it should be produced by either yourself or a local cooperative. Non-Profit organizations and NGO’s are also welcome. We do not accept retailers and importers, the focus lies on CREATIVE, FRESH’N LOCAL or HANDMADE.
Q. What strategies do you use to attract customers and how do you adapt to changing customer preferences and trends?
The market is mainly advertised on social media, but we do have some posters distributed in public places and we urge our vendors to spread the information to their respective networks. We would also like to thank The Times of Eswatini for the monthly advertisement and of course we are very thankful for the attention and coverage the market gets from the media – the press, TV and radio stations alike as well the Eswatini Tourism’s support of the market through their channels like the weekly Eswatini Diary. When it comes to the change of customer preferences, we listen carefully to any feedback we get and are open to any suggestions, this is what we think keeps the market attractive and active and also hosting several new vendors on each market so that customers can always find something different and new besides their favorite stalls.
Q. What challenges has the market faced and how have you adapted to them?
There are 3 main challenges we usually face:
– How to attract enough customers
– Competing events on the day
– Weather and school holidays
We try to keep our marketing strategies interesting and regular, even between markets, we ensure we are present at all times and publish our market days early and alternate with other regular farmer’s markets so we do not to overlap with them and we strictly stick to the second Saturday of each month, except for the month of December.
Q. What is the most rewarding aspect of running the farmer’s market for you?
I think mostly it is seeing small enthusiastic entrepreneurs rising, given the opportunity to showcase their products to a wide range of interested consumers and the great feedback we get from the customers is truly rewarding.
Q. What are your hopes for the future of this farmer’s market?
Our Vision is that the Ezulwini Farmer’s Market should become a well-known Saturdays outing for the whole family with an educational touch to it and lots of opportunities for vendors to grow and become more self-sustained.
Q. How can people get updates on upcoming farmer’s market and events?
Follow us on Instagram @ezulwini_farmers_market or Facebook @ezulwini.farmers.market
