Digging Deeper...

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Farmers markets are pure Americana -- a reenactment of years past when agriculture provided a livelihood for 90% of an emerging American population. Now they’re a social bridge between urban and rural communities, encouraging interactions between producers and consumers. For farmers, these markets also offer an opportunity to supplement their incomes. Besides fresh produce, meats and eggs, farmers market patrons come away with a deeper appreciation for local food commodities and the effort it takes to produce them. But they also get something else. By Dennis McLaughlin, McLaughlin Writers LLC. Sources: Journal of Agriculture, Food Systems and Community Development, January 21, 2025; Farmers Market Coalition; Farmers Market Coalition/Bret Shaw, University of Wisconsin–Madison Extension; USDA, 2022 Census of Agriculture, October 16, 2024; InFlow Inventory.

Farmers Markets Are Healthy in Surprising Ways

In a recent study, researchers at the University of Wisconsin-Madison and the Farmers Market Coalition concluded that farmers market shoppers enjoy health benefits beyond consumption of fresh fruits, produce and meats. The study found widespread benefits accruing to folks who regularly visit farmers markets. The findings were published in the Journal of Agriculture, Food Systems and Community Development, January 21, 2025. Critically, the study supports the notion that farmers markets provide a less obvious benefit as a community space-- a vital community hub that boosts health, fosters social connections and supports local economies

The survey also found that an astonishing 80% of Americans visit a farmers market at least once per year, and 41% were frequent attendees – attending six or more times per year. “Farmers markets are cherished spaces where people connect with their food, their farmers and their neighbors,” said Darlene Wolnik, senior project manager at the Farmers Market Coalition and co-author of the report. “They offer a unique shopping experience that strengthens community bonds and promotes healthy living.”

This high participation in the survey underscores the significant role farmers markets play in the lives of many, noted Bret Shaw, co-author and University of Wisconsin–Madison Extension Environmental Communication Specialist and Associate Professor in the Department of Life Sciences Communication for the College of Agricultural and Life Sciences. 

“Our research highlights the positive impacts farmers markets have on the health and well-being of individuals and communities,” Shaw said.  “People are drawn to markets not only for the fresh, high-quality food but also for the sense of community and connection they provide.”

Key findings of the University of Wisconsin/Farmers Market Coalition:

  • Improved Health: Over 75% of attendees reported eating healthier due to their farmers market purchases.

  • Community Connection: Nearly half (48%) reported connecting with others in their community at the market.

  • Local Economic Boost: 49% shopped at nearby local businesses and 42% ate at local restaurants when visiting the market, demonstrating a significant positive impact on the local economy.

 “Farmers markets provide health, economic, and social benefits to communities. With those benefits in mind, we see potential for new or expanded partnerships between farmers markets and local governments, businesses, and community organizations to promote and sustain farmers markets,” said Laura Witzling, lead author of the study and a consultant for the Farmers Market Coalition.

Lively interactions with neighbors and farmers can create a sense of local connection, concluded market researchers at InFlow Inventory, a software company for small and mid-sized companies. When InFlow asked farmers market shoppers in 2024 about the benefits of visiting a farmers market, it learned that the social atmosphere and community engagement are top selling points and these “markets are a vibrant social hub” Similarly, USDA surveys  frequently note that product freshness, community engagement and support of local businesses are key motivators for consumers.

Spreading the Health

Consumers’ pursuit of personal health and wellness generally begins with food.  Before they get a gym membership or join a running group, people are likely to jump-start their health kick with a healthier diet. And it appears a significant group of Americans are finding that a good place to purchase nutritious food is at a farmers market. This consumer preference has spurred sales in the farm-to-market space over several years of late. Data from USDA’s 2022 Census of Agriculture, released by the department in 2024, show that producers and managers of farmers markets have enjoyed a meaningful bump in income.

USDA said producers sold $17.5 billion in food in 2022 through direct marketing channels, which include farmers markets. That was a 25 % increase (after adjusting for inflation) since the 2017 Census of Agriculture and an annual real growth rate of 4.6 %. To be sure, this increase over 2017 was driven by a surge in food sold not only at farmers markets but also at farm-to-market retail outlets, institutions and intermediate markets and does not include sales through traditional channels such as co-ops.

The actual share of U.S. farmers markets’ income is closer to $2 billion, according to the USDA. By the agency’s count in 2024, there are about 8,000 farmers markets doing business in American communities – on average pulling in $233,000 a season.  While farmers markets come in all sizes, some back of the envelope math suggests the average vendor could raise $5,000 in extra revenue per season. While the sum doesn’t represent a windfall, it’s meaningful extra cash flow for some small family farmers. 

Customer Satisfaction

The popularity of farmers markets in the U.S. can be attributed to several interrelated factors that resonate with consumers’ evolving preferences and values regarding fresh, healthy food and over-the-counter interactions, said USDA in its 2024 presentation of its 2022 Census of Agriculture.  “Data and statistics from other surveys help illustrate some of these reasons by providing evidence of consumer preferences and experiences,” USDA authors said. Researchers found that 97% of respondents to the 2022 survey rated product freshness and flavor as “very significant” or “very essential” reasons for shopping at local farmers markets.

Transparency and trust in food sources and stewardship of the environment are also concerns for farmers market patrons. “Over 51% of respondents said they trust the quality of ingredients at farmers markets more than they do supermarket food,” said the Farmers Market Coalition in a recent statement. The Coalition also noted that farmers markets address the multifaceted needs and values of today’s consumers, “making them an integral part of the local food landscape.”

There’s More to Farmers Markets

So says the Farmers Market Coalition. Here’s what it’s saying. Farmers Markets:

Preserve America’s rural livelihoods and farmland – Farmers markets provide one of the only low-barrier entry points for beginning farmers, allowing them to start small, test the market, and grow their businesses.

Stimulate local economies – Growers selling locally create 13 full-time farm operator jobs per $1 million in revenue earned. Those that do not sell locally create three jobs.

Increase access to fresh, nutritious food – Several studies have found lower prices for conventional and organic produce at farmers markets than at supermarkets. Due to this and other factors, 52% more SNAP households shop at farmers markets and from direct marketing farmers today than in 2011.

Support healthy communities – Farmers market vendors educate their shoppers. Four out of five farmers selling at markets discuss farming practices with their customers, and three in five discuss nutrition and how to prepare food.