Farmers markets offer food founders the chance to capture high margin sales —but it only matters if you know how to make them profitable. In this episode, Sarah sits down with Catt Fields-White, nationally recognized farmers market expert and founder of the InTents National Farmers Market Conference, to answer real questions from Good Food CFO listeners about maximizing farmers market revenue.

What You’ll Learn:

* Why Catt told one cookie vendor to raise prices five times before adding production capacity

* The margin advantage of farmers markets vs. wholesale distribution (and why it matters for cash flow)

* Logistics for selling at 7+ markets weekly: staffing, delivery, and storage solutions

* Simple display changes that directly impact sales (including the pricing psychology most vendors miss)

* What to do before walking away from an unprofitable market, and more

Thinking about launching, growing or revamping a farmer’s market business? This episode is for you!

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What if the secret to massive food business profits isn't growing revenue first? Sarah reveals a counterintuitive "grow last" strategy that transformed a seasonal business from $19K to $107K monthly profits in just two years.

This client's 14% gross profit margins were a ticking time bomb – every new sale was actually creating bigger losses. But instead of the typical "sell more" advice, Sarah implemented a radical two-year approach that flipped conventional growth wisdom upside down.

Year 1 Strategy: Fix everything inside the business first. Sarah walks through the unsexy but profit-generating work that most founders skip. Revenue stayed flat while profits more than doubled – proving the model worked before scaling.

Year 2 Strategy: Revenue growth. But rather than finding new customers or opening a new locations, the goal was to maximize customer value.

Tune in as Sarah breaks down her profit assessment process and all the details of the financial and operations strategy that resulted in 5X profit growth.

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What if the secret to a profitable food business isn't scaling bigger, but growing smarter? Sarah challenges the "grow fast or fail" mentality that's crushing food entrepreneurs, revealing why 75% of VC funded businesses fail and sharing a proven approach to sustainable growth.

You’ll meet two food founders who made the counterintuitive decision to right-size their businesses - one contracting from national to regional distribution, another strategically eliminating sales channels. The result? Better cash flow, higher profit margins, and businesses they actually love running again.

Discover the three warning signs that your business needs right-sizing, why gross profit margins below 50% slowly drain your cash flow, and the specific financial tools Sarah uses to help founders evaluate whether contracting could transform their bottom line. You'll hear practical strategies for building a financially sustainable food business that works for you, not against you. Plus: inspiring updates on where these founders are today- including one successful business exit and a beautiful rebrand that's thriving.

Financial Strategy Software is coming soon! Get on the waitlist now at thegoodfoodcfo.com/waitlist

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

Connect on LinkedIn: @sarahdelevan

Watch on YouTube: @thegoodfoodcfo

Become a Member: BABOYOT