Selling at farmers markets is a key livelihood strategy for many diversified, sustainable and beginning farmers. However, making farmers markets work for farmers is about more than just the farmer: how markets are managed has real impacts on farmer outcomes. Market management varies widely, including in rules, regulations, decision-making processes, outreach strategy, and organization. In this session, experts from across the southeast share results from a current Southern SARE project combined with decades of market experience. The results focus on five areas of market management: market culture; operations and logistics; measuring impact; diversity, equity and inclusion; and overall vendor success. The panel includes researchers, sector experts, market managers, and working farmers who will explore these issues from various viewpoints. Through the panel, we review examples to show how different market management practices work for different kinds of managers and farmer vendors. We explore ways to improve the wellbeing of vendors and managers alike and contribute to building stronger and more durable farmers markets in the long run. Attendees will leave with concrete ideas to take home to their own communities.