Rebels, let’s talk about the Saturday grind.
The smell of fresh bread, sunburned smiles, and folding tables lined with homegrown hope — the farmers market has long been the heartbeat of local food. But as I discussed with regenerative rancher August Horstmann in recent podcast, there’s a question hanging over those cheerful tents:
Can farmers markets really sustain a regenerative future — or are they just a stepping stone to something more scalable?
The Farmer’s Market Paradox
Horstmann doesn’t mince words: “They’re good — but that’s a certain customer.”
For small producers, the market is a place to meet, not to make it. The Saturday setup is sacred, but it’s also limiting. Most farmers he mentors find that after a couple of seasons, the joy of connection gives way to burnout, “You have a family, and your Saturdays are gone,” he says. “Your income hinges on you being there. It’s not sustainable long-term.”
And he’s right. Many small regenerative operations can only staff one market a week. The math doesn’t work when time, fuel, and stall fees eat into already razor-thin margins.
From Folding Tables to Online Carts
Horstmann’s advice to new farmers is blunt and brilliant, “You need a website — and you need to get those market customers buying online.”
When the market’s down, your online shop keeps the cash flow alive.
Pickup at the market? Perfect. But the real goal is conversion — turning that handshake sale into a returning Shopify customer.
It’s a lesson Horstmann learned the hard way.
When COVID shut down markets in St. Louis, he found himself driving coolers of beef in a Ford Ranger, texting customers and tallying orders by hand. Eventually, he transitioned to e-commerce platforms, first Barn2Door (which he does not recommend), then to Shopify, “Shopify isn’t perfect,” he laughs, “but at least you own your customer base.”
Bulk Buying: The Regenerative Advantage
Direct-to-consumer meat sales are tricky — shipping frozen product is expensive.
That’s why Horstmann built his model around bundles (15, 25 pounds or more) teaching customers how to buy in bulk, “It’s the same box, the same ice, the same UPS rate,” he explains. “So if you’re gonna pay for shipping, make it worth it.”
It’s not just logistics; it’s education. Bulk buying means fewer trips, less waste, and stronger food security — the core values of regenerative living.
Why This Matters for the Future of Local Food
Farmers markets will always have a place — as community touchpoints, storytelling hubs, and entryways for consumers into the real-food movement.
But the next era of regenerative agriculture demands more than nostalgia. It demands infrastructure — websites, shipping systems, and marketing tools that let small farmers thrive year-round, not just on Saturdays.
For Horstmann and many others, the mission is clear:
Markets connect hearts. Online stores sustain livelihoods.
Viva La Regenaissance,
-Ryan Griggs, Founder/Owner
