To sell fresh food at a farmers' market, you need a unique story to accompany what you produce.
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That's what Brian and Marilyn Carle's research shows. The pair have teamed up with a group organising a new market in Braidwood - and have a few stories of their own.
Mr Carle retired from Telstra and Canberra 3½ years ago and the couple bought 86 hectares overlooking the Great Dividing Range near the heritage town to experience life in the bush.
''As we arrived the previous owner was leaving and said, 'By the way, you now own 26 head of goats and four head of cattle','' Mr Carle said.
Then an 11-year drought broke and they soon discovered foxes loved eating newborn kids. They have shot more than 100 foxes since then and now have their hands full with poddy lambs. Mrs Carle said neighbours experienced an explosion of triplet lambs this spring.
They have been raising three poddy lambs. One is from a set of triplets. One lost its mother and one's mother lost a teat. The Carles are weaning them and mixing their milk with cod liver oil so they don't bloat from gulping down a liquid feed too quickly.
Tails wagging, the lambs bleat incessantly until so full they can't make a sound.
Then there's an eerie silence as they open their mouths trying to say ''baa''.
Semi-retired tree-changers from Sydney and Canberra including the Carles, traditional farmers and organic vegetable growers will pool their produce and expertise in the new farmers' and artisans' market.
Undeterred by old-timers' warnings that markets in the town won't work, between 20 and 30 food producers will open their stalls in the Braidwood National Theatre hall on Saturday, November 16.
A new committee is reassuring local retailers about the market's aims - to run monthly and bring people into the town, to boost rather than threaten local trade.
Meat, truffles, stone fruit, nuts and bread are likely to fill the stalls.
After studying markets online and visiting the Capital Region Farmers' Market, Mr Carle says a story about home-grown produce and a network of steady suppliers are essential.
Palerang mayor Pete Harrison said genuine markets with local produce, driven by the community and with little intervention, were beneficial for stallholders.
''More than anything else, they are great social occasions,'' Mr Harrison said.
Growers aim to complement Braidwood's food and tourism culture and give alternative producers, such as goat farmers, a selling outlet.
Cattle farmers have watched feedlot operators at monthly markets dictate price, and hope to get a higher price per kilogram, even though it will mean more work on their part.