The Benefits of Attending Farmers Markets and Outside Events as an Independent Business Owner

As winter begins to fade away, many of us are eagerly looking forward to the arrival of spring. The change of season brings with it a sense of renewal, growth, and new beginnings as well as the opportunity to connect with our communities. With warmer weather on the horizon, people are starting to venture outside, looking for ways to enjoy the fresh air and sunshine, and as a result, local high streets and outdoor events are seeing a surge in footfall.

This is the perfect time for independent business owners to capitalise on high street visitors love of the outdoors, longer days, and warmer weather. By incorporating these elements into your marketing plan, you can connect with potential consumers and differentiate yourself from competitors, ultimately growing customers and ensuring the continued success of your business.

 

Let’s go outside.

While traditional marketing methods continue to be important, attending farmers' markets, outdoor events and taking your products directly to the customer can provide a unique and valuable opportunity to boost your business’s visibility. At these events, you are more likely to find customers seeking out a novel experience while also supporting local shops and sustainable practices.

What are the benefits of attending outdoor events?

  • Showcasing your products to a wider audience and attracting new customers who may have visited your business before.
  • Direct interaction enjoyed with customers, in a more personal and engaging way by answering their questions and providing samples of your products. You will also be able to gain valuable feedback in “real-time” and make improvements based on their suggestions, and in doing so increase customer satisfaction.
  • Building strong community connections with other independent retailers and local businesses. Networking opportunities lead to partnerships, collaborations, and other opportunities supporting the local community and local economy. Building a positive reputation for your business while increasing customer loyalty.
  • Enjoy flexibility by choosing to attend on a part-time or full-time basis making it easier for the small business owner to balance their business needs with other personal or business obligations.

 

However, with this exciting opportunity to promote you and your business at farmers markets or outdoor events comes the responsibility to ensure your business is protected from potential risks and liabilities. An important aspect of this is having public liability and product liability cover in place.

Why do I need public & product liability at an outdoor event?

  • Protects against third-party claims such as accidental injury to a customer or damage to their property, protecting your business from costly fees and compensation claims.
  • Compliance with organisers requirements, some farmer's markets may require vendors to have liability insurance before they can sell products at the market.
  • Provides financial support, covering the legal costs and compensation claims arising from any damages or injuries caused by products sold by your independent business.
  • Builds customer's trust and demonstrates your love for your business and commitment to the wellbeing of your customers. As a responsible business owner taking precautions to protect your customers shows you value their safety and are prepared to handle any potential issues that may arise.
  • Protection against meddlers: If you are a food retailer Liability insurance may provide coverage for costs associated with product tampering or contamination that may occur when out and about.
  • Peace of mind with the knowledge your business is protected, enabling you to focus on running your business and participating in the event or farmers market with no distractions.

In order to keep costs low Expression Insurance provides £2m and £5m public and product liability cover as standard allowing you to attend farmers markets or hold small local events, supporting your business and building deeper links with your customers.

Sometimes requirements of the organisers can be higher so ensure to check this carefully and contact us if high limits are needed so you do not miss out on sales or networking opportunities.

If you are looking to attend farmer's markets or outside events on a week in week out basis, please contact the team at Expression to discuss current cover limits and if additional cover is required.

Minimise risk.

Customers want to feel safe and secure when doing business with you and as a small business owner attending an outdoor event or farmers market you need to ensure the safety and security of your business and customers. By carrying out risk assessments you can give them the confidence that you have their best interests at heart, prioritising their safety builds trust, shows them to take your business seriously and establishes a good reputation for your business.

Here are some of the risk assessments you should consider that show customers you are aware of potential hazards and risks and have taken the necessary steps to prevent accidents and injuries.

  • Location: Assess the location and determine whether it is safe and secure for your business. Consider factors such as crime rates, the presence of emergency services, accessibility, and parking. With trip and slip hazards responsible for a significant proportion of liability claims, look out for wet or slippery surfaces, uneven flooring, obstacles in walkways, poor lighting and weather-related conditions, and individuals who may be at risk.
  • Weather: Are there storms, heavy rain, or extreme heat forecast? If so put a plan in place to deal with any adverse weather conditions the British summer time may bring.
  • Equipment and supplies: Are they all in good condition and working order? You may need to bring backup equipment or supplies in case of an emergency.
  • Security: Are there any potential risks?
  • Food safety: If you are selling food or drinks ensure food is stored, prepared, and served at the correct temperature and you have facilities for hand washing and waste disposal. Be sure to check recent food safety legislation to ensure compliance, for example, requirements on clear labelling of allergens.
  • Health & Safety: Check all risks, associated with your business making sure you have taken and documented all the necessary precautions to prevent accidents or injuries as this can help us defend independent business owners in the event of a claim. For example, minimise the risk of manual lifting injuries for employees by undertaking and documenting manual handling training for both you and your employees.
 

In Summary

Farmers markets and outdoor events can help independent business owners showcase their products to a diverse audience, building brand awareness and gaining valuable customer feedback to grow your business and achieve long-term success.

Carrying out risk assessments and having the correct business insurance cover in place is an essential part of being a good independent business owner as it shows you are responsible and committed to providing a safe and secure environment for your customers. When customers feel safe and secure, they are more likely to recommend your business to others, leading to increase sales and profits.

Discover how Expression supports independent business owners who love their business, available as part of your member benefits here.

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