Best Catt Fields White Podcasts (2025)

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Farmer’s Market Strategies w/ Catt Fields-White: On Pricing, Scaling & When to Walk Away 47:23

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16d ago47:23

47:23

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 list…

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Ep 356: Survive and Thrive | Opening New Doors 23:37

2d ago23:37

23:37

Uncertainty often breeds innovation and periods of economic instability are no exception. Job insecurity can be the tipping point to that pushes makers to think outside the box and embrace the adventure of farmers market entrepreneurship. Suddenly there’s space to turn that recipe into a money making reality. In this episode of our Survive & Thrive…

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Profit by Design: Building a Food Business That Doesn't Require Endless Investment 35:17

9d ago35:17

35:17

Margins matter—but what’s the rest of the financial strategy that transforms good margins into actual profitability and positive cash flow? Sarah lays out the complete three-part framework behind “Profit by Design,” the philosophy helping food founders escape the 70% failure rate. Beyond product margins, you need clarity on your true operating expe…

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Ep 355: Farmers Market Strategies | On Pricing, Scaling & When to Walk Away 48:45

9d ago48:45

48:45

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 Delevan 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 …

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Ep 354: Survive and Thrive | Doing The Math 32:59

16d ago32:59

32:59

In this episode of our Survive & Thrive series, we’re going back to the basics when it comes to maintaining a financially stable market. While grant funding feels unstable and uncontrollable, when your passion meets profit, you’re prepared to weather even the most unpredictable of storms. A strong P&L around the core function of supporting farmers …

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Ep 353: Survive and Thrive | Stronger Together 58:23

23d ago58:23

58:23

When your job is weird, it’s easy to feel isolated. Who do you ask for help when all of your friends work desk jobs? How do you advocate for the importance of markets in your community when you’re a team of one? Where do you go to brainstorm city specific issues? Well the solution just might be in your own backyard. In this episode of our Survive &…

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Client Story: The "Grow Last" Strategy That Created $107K Monthly Profits 36:35

1M ago36:35

36:35

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 in…

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Ep 352: Survive and Thrive | Support Your Local Farmer 46:59

1M ago46:59

46:59

In this episode of our Survive & Thrive series, we’re speaking with Dana DiPrima. She's built the For Farmers Movement on consumer education and thousands and thousands of small donations. Her organization's simple grant application creates solutions for one challenge at a time and ensures small farms can keep farming. Listen in as she shares all a…

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Ep 351: Survive and Thrive | The Next Fresh Thing 7:55

1M ago7:55

7:55

Tent Talk has returned with a new series, Survive & Thrive! Before we dive deep into our scheduled content, we’re sharing a quick preview of this season and a few reminders. Tune in as we talk about: Next weeks episode featuring Dana DiPrima from the For Farmers Movement Our new online community, the Farmers Market Forum Early bird ticketing for th…

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Right-Sizing vs. Scaling: The Growth Strategy That Actually Makes Food Founders Money 40:26

1M ago40:26

40:26

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…

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Ep 350: Survive and Thrive | Once Again, P is for Pivot 53:36

1M ago53:36

53:36

The leaves aren’t the only thing changing this fall! We’re shaking things up with an adjusted schedule, a fresh new Tent Talk season, and an updated interactive platform. In our upcoming series, Survive & Thrive, we’re focusing on how to operate a successful market business during unprecedented times. In this episode, we’re taking a look back at wh…

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BABOYOT with Kartik Das from Doosra: Building Repeatable Revenue Without Big Retail 1:05:12

2M ago1:05:12

1:05:12

While most founders obsess over store count, Kartik Das, Founder of Doosra is building repeatable revenue systems. Rather than chasing new accounts Kartik focused on just 15 core retail partners and developed a multi-channel strategy that generates predictable cash flow. Sarah and Kartik dive deep into Doosra’s financial playbook: the 90-day cash f…

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Big News: We're Launching Custom Financial Software Built Just for Food Founders 33:39

2M ago33:39

33:39

The Good Food CFO is launching first-of-its-kind financial strategy software built exclusively for food founders! After seven years of perfecting her approach with hundreds of clients, Sarah's taking everything she knows about building profitable food businesses and turning it into powerful software that doesn't exist anywhere else. This isn't anot…

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BABOYOT with Alyssa Fernandez of Ollin: Her Strategy for Being Mission-Driven but Market-Smart 59:25

3M ago59:25

59:25

What if accepting failure could actually free you to build a stronger food business? Sarah talks with Alyssa Fernandez, founder of Ollin, who is revolutionizing premium baking by filling the gap between conventional and gluten-free cake mixes with Texas-based ancient grain blends. Alyssa shares how she spent 18 months perfecting her heritage grain …

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Poppi's $1.95B Exit: Who Really Won and What the Media Got Wrong 45:55

3M ago45:55

45:55

Poppi's $1.95B exit is being hailed as the new "North Star" for food entrepreneurs – but Sarah isn't buying the headlines. When she dug into the reported investor returns, the math literally doesn't work. Forbes reported returns that would individually equal the entire acquisition price – a mathematical impossibility. But if major publications can'…

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Ep 349: Summer Updates | Diversifying Our Offerings 21:51

4M ago21:51

21:51

Almost 350 episodes in, we’re making some changes to Tent Talk. We’re still here, that big archive is still bingeable and new episodes are on the schedule. We’re also moving our newsletter to a more interactive platform, making it weekly and adding related offerings. Watch for upcoming webinars, live calls and later this year additional private pod…

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BABOYOT with Joe Nicchi of CVT Soft Serve: Packaging Innovation, Avoiding Trends, and the Power of Luck 45:08

4M ago45:08

45:08

What happens when nostalgia meets innovation? Sarah sits down with Joe Nicchi, founder of CVT Soft Serve, who transformed a simple craving for East Coast soft serve ice cream into a nationwide success now in 3,000 stores. After investing $150,000 in a vintage 1961 truck to bring authentic East Coast soft serve to LA, Joe spent years building cult-l…

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Answering Listener Questions: What Does My Inventory Turnover Mean? (And Why It Matters for Cash Flow) 45:55

4M ago45:55

45:55

Your inventory numbers are telling a story - but do you know how to read it? In this episode, Sarah answers listener questions about inventory turnover ratio - the metric that reveals whether your products are converting to cash or quietly draining your resources. She shows how to turn a confusing ratio like "2.75" into clear insights - that invent…

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BABOYOT with Ilay Karateke of Bezi: Data-Driven Strategy Over VC Dollars 59:45

4M ago59:45

59:45

What happens when you choose to 'control your growth' instead of racing to expand? Sarah sits down with Ilay Karateke, co-founder and CEO of Bezi, the labneh brand redefining growth through meticulous data collection and strategic expansion. Ilay shares her unconventional approach: launching direct-to-retail in handpicked New York stores, doing her…

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Answering Listener Questions: What Google Gets Wrong, Why Your COGS Don't Match Reality, and When Tiered Pricing Makes Sense 42:51

5M ago42:51

42:51

You asked, Sarah is answering! We love these listener Q&A episodes, and today's cost of goods sold questions are absolute gold. First up: When Google gives you two different definitions for the same term, which one should you trust? Sarah breaks it down and explains gross profit margin vs. net profit margin and which should be your starting point f…

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Ep 348: Sagdrina Brown Jalal | Building A Bigger Tent: Rooted in Resilience 42:10

5M ago42:10

42:10

We're talking this month about Building a Bigger Tent at our farmers markets. Let's remember that the more people and communities we welcome to markets, the deeper our variety of produce, products and personalities. Exclusion, whether purposeful or just thoughtless, means we miss out on all the richness that comes with diversity. Sagdrina Brown Jal…

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Ep 347: Everybody Eats | Build A Bigger Tent: Better Together 3:59

5M ago3:59

3:59

This month we’re going to be talking about Building a Bigger Tent and keeping our commitment to making farmers markets a welcoming and opportunity filled place for everyone. We're also getting ready to launch some new ways to share information to make your farmers market more profitable and less stressful for farmers, producers and managers. Don't …

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100 Apply, 2 Get In: Expert Advice on How to Beat the Co-Manufacturer Odds and Create a Bidding War 48:29

5M ago48:29

48:29

Ever wondered why finding a co-manufacturer feels impossibly difficult? Sarah sits down with Julia Megson, CEO of ReScale, who reveals the shocking reality that co-manufacturers receive about 100 inquiries monthly but only work with one to two brands from that entire pool. Julia's unique background – from auditing over 100 contract manufacturers at…

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Ep 346: Are Farmers Present? | Defining Farmers Markets: Keeping Our Word 50:06

5M ago50:06

50:06

Wrapping up our series on defining farmers markets, we're chatting in this episode about what a farmers market is, and what it isn't. Whether inadvertently or intentionally, a lot of places and platforms and events are identified as farmers markets that don't meet the definition. Tents alone do not a farmers market make and the same goes for fresh …

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KeHE Uncovered: Real Case Study of a Food Brand's First Payout 40:43

5M ago40:43

40:43

In this eye-opening episode, Sarah breaks down the harsh food distributor chargeback reality that many founders don't discover until it's too late. Using a real-world example of a brand that invoiced KeHE for $68,267 but received only $13,345 (just 19.5%), she dissects exactly where that money went. From the surprising "initial PO" payment policy t…

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Ep 345: Shop Outside the Box | Defining Farmers Markets: Delivering Net Growth 44:57

5M ago44:57

44:57

In this episode of our series on defining farmers markets we consider online ordering and delivery services by looking back to a June, 2021 conversation with Christine Farren, Executive Director of San Francisco's Foodwise. Back then, the organization formerly known as Cuesa was redesigning the curated boxes developed on the fly during peak Covid i…

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40 Successful Years in Food: Financial Lessons from D'Artagnan's Founder 47:07

5M ago47:07

47:07

Ever wonder how a food business thrives for four decades without compromising on quality? Sarah sits down with culinary visionary Ariane Daguin, who transformed America's specialty meat landscape with just $15,000 and an unwavering commitment to sustainability. Ariane shares the unvarnished truth about building D'Artagnan from the ground up. She wa…

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Ep 344: Recognizing Best Practices | Defining Farmers Markets: Certified Success 1:07:11

5M ago1:07:11

1:07:11

Continuing our series on defining farmers markets we like to wonder: what if everyone in a region or in the country agreed on one set of best practices and one set of rules for farmers markets? In this episode we're talking with Dr. Kim Hutchison and Meredith Ledlie Johnson about how the Virginia Farmers Market Association has done just that. Bring…

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Cash First, P&L Later: How Successful Food Brands Actually Track Their Finances 53:21

6M ago53:21

53:21

In this episode of The Good Food CFO Podcast, Sarah reveals the counterintuitive financial tracking system that successful food brands actually use to drive profitability. Responding to a listener's question about which financial reports matter most, Sarah challenges conventional wisdom by presenting a strategic hierarchy that puts cash flow manage…

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Ep 343: Farmer Jake Johannes | Defining Farmers Markets: Producers Take The Lead 36:13

6M ago36:13

36:13

Defining farmers markets starts with one common thread: the presence of farmers, selling to shoppers. From there all bets are off and protocols and structure can vary widely. This week we're looking back to a conversation with farmer Jake Johannes from the Sacred Sun Cooperative. He shares how the Brookside Farmers Market in Kansas City, Missouri i…

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BABOYOT with Harvest Chocolate: Using Data to Drive Smart Growth in a Bean-to-Bar Chocolate Business 52:55

6M ago52:55

52:55

In this Building a Business on Your Own Terms episode, Sarah sits down with Matt Cross, co-founder of Harvest Chocolate, a bean-to-bar chocolate company in Tecumseh, Michigan. Matt shares how he and his wife Elizabeth transformed their culinary expertise into a thriving chocolate business that started in their kitchen during the pandemic and now op…

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Ep 342: Erika Tebbens At InTents | Marketing Methods: E Is For Email 38:56

6M ago38:56

38:56

We’re wrapping up this month’s Marketing Methods series with a reminder that social media is just one way to create loyal shoppers for your farmers market operation, and not necessarily the best one. Nowadays rules and algorithms and reach seem to change daily, at the whim of the platforms. Email newsletters let you control your list and your timin…

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The Resilient Food Brand: Financial Strategies to Weather Economic Storms 35:19

6M ago35:19

35:19

Despite rising costs and economic uncertainty, Sarah brings her characteristic straight talk to food business finances in this timely episode: "All is not lost." Drawing from both historical patterns and current market insights, she explains why specialty food brands can still thrive during economic downturns as consumers continue treating themselv…

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Ep 341: Hit Refresh | Marketing Methods: Winning Websites 30:02

6M ago30:02

30:02

Is anyone else going all in on the Spring cleaning vibes? It’s a great time to do a refresh, or even just a review of your market business website. We’ve been saying this a lot lately, but we’ll say it again: have you made it easy for your customers to find you? Is your location front and center? Your website is an opportunity for you to tell poten…

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BABOYOT with Benny Blanco Tortillas: Premium Pricing, Patient Expansion, and the Secret Code of Giving 1:02:17

6M ago1:02:17

1:02:17

In this episode Sarah sits down with Christopher Hudson, the Arizona native behind Benny Blanco Tortillas. After years in food service, Christopher purchased the company in what he calls "a match made in heaven." Christopher's approach to building a business on his own terms combines premium quality ingredients with transparent sourcing, a premium …

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Ep 340: Maine Markets Harvest Sales | Marketing Methods: Cooperation Counts 59:06

6M ago59:06

59:06

Marketing is just one of a market manager's or vendor's full time jobs. So a cooperative effort that benefits multiple markets is invaluable. Add in centralized sales of gift certificates redeemable region-wide and everyone will be harvesting a bumper crop of additional income. Maine Federation of Farmers Markets director Jimmy DeBiasi joined us la…

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Beyond 51%: Determining Your TRUE Product Margins for Food Business Success 44:40

7M ago44:40

44:40

Did you hear the episode where Sarah told her client they needed 70% product margins? Were you curious why it was so much higher than the usually recommended 51%? In this episode, Sarah pulls back the curtain on how she determines the right product margins for different food businesses, and guides you to finding yours. She reveals where your P&L is…

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Ep 339: Platform News | Marketing Methods: Social Status 49:47

7M ago49:47

49:47

Once folks experience your farmers market or market business you know they'll be hooked. How you get them there the first time, and how you remind them to come back until they form a habit, that's the marketing magic. We're kicking off this month's Marketing Methods series with a look at which social media platforms will most effectively get the wo…

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BABOYOT with People's Choice Beef Jerky: Crafting Legacy on Their Own Terms 51:59

7M ago51:59

51:59

In a world where food startups chase rapid growth and quick exits, People's Choice Beef Jerky stands as a refreshing counterexample. This Los Angeles-based company has been crafting premium meat products since 1929, and is now thriving under fourth-generation leadership. Their story offers valuable lessons for food founders looking to build sustain…

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Ep 338: Sina War Does it All | Sharing Our Stories: Farmers Market Advocate 46:57

7M ago46:57

46:57

In the last of this month's series sharing farmers market stories, we catch up with Sina War about all the latest ways she's supporting our community. A multipotentialite, she's worn a lot of hats in our industry. She's been a hands-on farmers market manager and developed a food product made from peppers she grew herself. At the Minnesota Farmers M…

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Community, not FOMO: Sarah Returns to Expo West After 10 Years Away 44:48

7M ago44:48

44:48

After more than 10 years away, Sarah decided to return to natural foods' biggest industry event - but why now? In this candid Season 14 opener, Sarah takes you behind the scenes of her Expo West experience, revealing what's changed, what hasn't, and whether the industry hype actually lives up to reality. The conversation also explores the striking …

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Ep 337: Live from InTents 2025 29:08

7M ago29:08

29:08

For our annual Live from InTents episode, Tent Talk producer Leandra Hays sat down earlier this month with almost 30 attendees of the hundreds at the national Farmers Market Conference in San Diego. They shared what keeps them going and what rewards them in the face of farmers market challenges. Tune in to hear all about it.…

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Ep 336: Lisa Herlinger's Sweet Life | Sharing Our Stories: Food Makers 41:01

7M ago41:01

41:01

Lisa Herlinger is a trained chef turned entrepreneur who launched her gourmet ice cream sandwich company at the Portland Farmers Market back in 2004. More than two decades later, it's a thriving business with wholesale grocery and convenience store distribution, spreading joy and dominating frozen novelty aisles nationwide. Tune in to hear about Ru…

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Breaking the Monopoly: How Founders Can Navigate a Consolidated Market 47:57

8M ago47:57

47:57

In this eye-opening episode of the Good Food CFO podcast, Sarah Delevan talks with Stacy Mitchell, co-executive director of the Institute for Local Self-Reliance, about the myths of market consolidation and how food founders can fight back against corporate monopolies. Stacy Mitchell is a writer, strategist, and policy advocate whose work focuses o…

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Ask The Good Food CFO: Is Rent a COGS, How to Establish Channel Margins, and the Hidden Costs of Co-Packers 38:44

8M ago38:44

38:44

In this special episode of The Good Food CFO podcast, we’re sharing highlights from our live Q&A session with BABOYOT members. These quarterly events are an awesome opportunity to connect with Founders and answer their most pressing financial questions. Some of the topics we tackled: Food Service vs. Wholesale Pricing: Discover why conventional wis…

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Ep 335: Michael Clark and Families Who Farm | Sharing Our Stories: Farmers 42:41

8M ago42:41

42:41

Michael Clark is a third generation family farmer who grew up working at farmers markets and on the farm. Over the years JR (for Joe Rodriguez) Organics, his family's business, has expanded to include more than a dozen weekly farmers markets, a robust CSA program and wholesale customers. Mike manages sales and production and still works at several …

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Building a Profitable Business: Advice from a $400 Million Brand Founder 51:09

8M ago51:09

51:09

In this episode of The Good Food CFO Podcast, Sarah Delevan shares candid insights from a recent meeting with the founder of a brand generating over $400 million in annual revenue, and doing it profitably. Through a series of powerful "sound bites" captured during their conversation, Sarah reveals how this founder's approach challenges traditional …

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Ep 334: Basket Case | Recruit & Retain: Shoppers 28:17

8M ago28:17

28:17

Wrapping up our Recruit and Retain series, we come back to what makes it all come together: shoppers. Remember, we heard from Corinna Smith earlier this month that increasing market attendance is great, but what’s critical is how many of those attendees are buying something at the market. Are they filling those shopping bags and baskets? Then retai…

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BABOYOT with Hope Lawrence of Hudson Henry Baking Co.: Building and Selling a Million Dollar Brand 1:03:32

8M ago1:03:32

1:03:32

In this episode of the Good Food CFO Podcast, Sarah Delavan sits down with Hope Lawrence, founder of Hudson Henry Baking Co., who shares her remarkable journey of building a profitable granola business on her own terms. From starting with just $4,000 in her farmhouse kitchen to reaching $1.25M in annual revenue, Hope's story proves that sustainable…

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Ep 333: Food Intentions | Recruit & Retain: Market Vendors 45:01

8M ago45:01

45:01

Every farmers market manager knows that curating a well-balanced market is both an art and a science. Whether you’re running a seasoned market or developing a brand new event, recruiting and vetting vendors that fit the needs of your individual community is key. Keeping things balanced so that everyone profits is essential. Maintaining long-term, m…