When you think of a farmers market, chances are you envision a stand teeming with fresh, locally grown produce. At Lancaster Central Market in Lancaster, Pennsylvania, Charles Family Farm brings this idyllic image to life with baskets full of colorful fruits and veggies next to handwritten chalkboard signs.
As part of our farmers market vendor spotlight series, Food Liability Insurance Program (FLIP) spoke with Jason Charles about his family business. From its historical roots in the early 20th century to a new stint as a Lancaster farmers market standholder, Charles Family Farm has evolved over the years to cement its place in the local farming community.
Meet Charles Family Farm
Charles Family Farm has been in Lancaster Central Market for a year now, but it has been in business for over 117 years. Each generation of the Charles family has passed the farm down to the next, with Jason set to inherit operations from his father.
How It All Started
On March 31, 1906, Catherine S. Charles and Amos L. Charles purchased 80 acres of land in Lancaster County, where they raised milking cows and steers for beef.
The future of Charles Family Farm came into question in 1961 when Jason’s grandfather, Vernon Charles, became the last adult to contract polio in the county. Unable to work the farm during this time, the Charles family rented their farm out and held an auction in their barnyard to sell their remaining dairy cows.
Despite using crutches and a leg brace to walk following his recovery from polio, Vernon Charles was determined to continue the family farm tradition. The Charleses added lifts to each tractor so he could get himself into the driver’s seat, and the children got the farm equipment ready for his use before leaving for school in the morning.
As a result, the Charleses credit Vernon’s perseverance for their continued legacy. They consider themselves stewards of the land and appreciate how hard their family has worked to keep the farm operating.
What Makes Their Farm Special
While Charles Family Farm started in the beef industry, they have since expanded their offerings to include produce. Jason rents 20 acres and operates a thriving produce business called Just Pick’d.
Today, they sell farm-fresh, seasonal produce at Lancaster Central Market, as well as from their roadside stand.
Charles Family Farm also sells beef and produce through their online shop, offering local delivery and free pickup at their farm.
Why They Love Being Part of the Market
When asked what makes selling at a farmers market special, Jason mentioned the connections he makes with customers. The business used to sell wholesale at auctions and restaurants, so the Charleses didn’t often interact face-to-face with consumers like they do at Lancaster Central Market.
“One of our missions is ‘Know your food, know your farmer,’” Jason told FLIP. Being at the market helps them accomplish this goal by providing ample opportunities to speak with customers, building trust — and by extension, a loyal base that feels good about where their food comes from.
Jason believes this sentiment will contribute significantly to the popularity of farmers markets in the future. When it comes to buying directly from farmers or other food producers, he said, “I think there’s a new drive towards that, so there’s only going to be more growth.”
This feeling is well-founded, as the number of farmers markets across the U.S. is expected to rise to 9,500 in 2025, up from 8,600 the previous year.
Lessons From the Farm: Tips for Other Food Businesses
Attracting Customers to the Booth
Lancaster Central Market boasts a lot of foot traffic, but getting shoppers to stop and buy is easier said than done.
According to Jason, one of the best ways to create an attractive farmers market booth is to display the product in an appealing way. Charles Family Farm’s booth gives a sense of abundance, with full baskets of brightly-hued produce at the front to catch the eye. Chalkboard signs with product names and pricing add a personal, human touch.
It’s not all about visual merchandising, though. For Jason, and many other food businesses, bringing customers to your booth begins outside the market on social media. “We share the journey from seed to your plate,” he told FLIP, referring to the business’ lively online presence on platforms like Instagram and Facebook.
Offering Seasonal Specialties
Advice for New Market Vendors
When asked if he had tips for entrepreneurs interested in vending at farmers markets, Jason’s first tip was not to rush. “Take your time; it’s a long journey,” Jason said, speaking to the tendency of vendors to feel defeated if they don’t see immediate success.
“Get to know your neighbors, get some of their advice, and just learn,” he added. Many of the other standholders FLIP spoke with at Lancaster Central Market described it as a close-knit and supportive community, with Jason echoing that sentiment. “We’re still learning every day.”
More From Charles Family Farm
Follow Charles Family Farm
Instagram: @charles_family_farm
Facebook: CF Market
TikTok: @charles family farm
YouTube: @thecharlesfamilyfarm
Learn More About FLIP
FLIP is the most trusted name in food business insurance, supporting farmers market vendors with comprehensive, affordable liability coverage catered to the unique risks they face.
In addition to insurance, FLIP is proud to provide vendors with access to free resources that help them grow their business. This includes our guide to branding a farmers market booth and annual food and beverage trends report, which features exclusive data and insights into this dynamic industry.
Get to know FLIP and how we support farmers market vendors today!
Alex Hastings
Seattle-based copywriter and (WA) licensed insurance agent Alex Hastings leverages her experience as a lover of fast-casual food, baked goods, and iced oat milk lattes. She holds a B.A. in Creative Writing from Western Washington University. Before working at Veracity, she was a retail copywriter at Zulily and an English language teacher in South Korea. Alex is fully trained on FLIP insurance coverages and writes content that connects food and beverage business owners with the policies they need.
Seattle-based copywriter and (WA) licensed insurance agent Alex Hastings leverages her experience as a lover of fast-casual food, baked goods, and iced oat milk lattes. She holds a B.A. in Creative Writing from Western Washington University. Before working at Veracity, she was a retail copywriter at Zulily and an English language teacher in South Korea. Alex is fully trained on FLIP insurance coverages and writes content that connects food and beverage business owners with the policies they need.
