Posts Tagged ‘Farmers Market’

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Connecting Farmers Markets to a New World of Opportunities

May 8th, 2012 at 2:36 PM by Debra Tropp, AMS Branch Chief, Farmers Markets and Direct Marketing

Editor’s note: Cross-posted from the USDA blog.

A young boy looks over the fresh fruits and veggies with his mother at a farmers market in Mississippi. By listing their market in the National Farmers Market Directory, market managers open their market up new customers. Photo courtesy Natalie Maynor

A young boy looks over the fresh fruits and veggies with his mother at a farmers market in Mississippi. By listing their market in the National Farmers Market Directory, market managers open their market up new customers. Photo courtesy Natalie Maynor

Spring is in the air and it’s time to gear up for the outdoor market season. People are looking for fresh fruits, veggies and other goodies from their local farmers markets, and with a couple clicks of the mouse, the USDA National Farmers Market Directory makes the search easy.

While the directory holds obvious value for market customers, it is just as valuable to the farmers markets themselves.  Getting listed in the directory is a great way to increase a market’s visibility.  If your market is already listed, you can use the same link to make sure the information we have online is accurate and up-to-date.

In an age where smartphone applications and websites are created using datasets like the geocodes from our directory, having a listing in the directory can put your market information right at a customer’s fingertips.

Several application developers use our directory datasets in their farmers market apps. For example, Real Time Farms meshes our data with their own listings of farms and restaurants, painting a detailed picture of local farmers and farmers markets.  We can’t wait to see what will be developed next!

Besides being a marketing tool that displays market locations, operating hours and products offered, the USDA National Farmers Market Directory is the go-to resource for decision makers,   researchers and community planners.  With over two million page views last year, the directory is used on a regular basis to better understand the size and scope of the farmers market sector.

The USDA National Farmers Market Directory. With a few easy clicks, market managers can add their farmers market to the more than 7,000 markets already listed in the directory.

The USDA National Farmers Market Directory. With a few easy clicks, market managers can add their farmers market to the more than 7,000 markets already listed in the directory.

Because the directory relies on self-reporting by the farmers market, USDA’s Agricultural Marketing Service (AMS) tries to reach out to market managers at least once a year to get updated information.  This year’s directory update is open to new and existing farmers markets through June 5th. Updates submitted during this month-long solicitation will be visible in the online directory by June 26th.

Markets with several locations should list each location separately.  If market managers include an email address, we’ll send them a link to an easy update form when it’s time to update their information again next year.

Getting listed in the directory is very easy.  Market managers should visit our site to start the simple process of adding their market to the directory, and in just a few minutes, they’ll be opening themselves up to a whole new world of potential customers.

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Posted in Farmers Market |

Apply to Make a Difference: Farmers Market Promotion Program Grants Available

April 5th, 2012 at 6:07 PM by Arthur Neal, Deputy Administrator, AMS Transportation and Marketing Program

[Editor's note: Cross posted from the USDA blog.]
The Greensgrow Farms mobile food delivery system. With the help of an FMPP grant, Greensgrow Farms has used this truck to supply residents of the Camden/Philadelphia area with fresh, healthy, affordable foods. (Photo courtesy of Greensgrow Farms)

 The Greensgrow Farms mobile food delivery system. With the help of an FMPP grant, Greensgrow Farms has used this truck to supply residents of the Camden/Philadelphia area with fresh, healthy, affordable foods. (Photo courtesy of Greensgrow Farms)

Every day, thousands of local farmers and ranchers work hard to ensure that their communities have access to a diverse range of fresh, healthy affordable foods.  While nutritious food is a cornerstone of society’s physical health, a vibrant community also includes sustainable economic opportunities.  By funding projects that support these goals, USDA’s Farmers Market Promotion Program continues to make a difference for farmers at the local level.

The Farmers Market Promotion Program provides grants to eligible entities through a competitive application process (grants.gov).  This year, nearly $10 million is available for farmers markets, community supported agriculture, road-side stands and other direct marketing operations to assist in expanding and promoting market opportunities for local farmers and ranchers.  At the same time, efforts supported by these funds will help make nutritious, local foods more available in communities across the United States.

The Agricultural Marketing Service (AMS) administers these grants.  In 2011, we funded nearly 150 projects, including a grant to Greensgrow Farms Neighborhood Markets in Camden, N.J.  Because of organizations like Greensgrow Farms, Farmers Market Promotion Program funds are being used to make a difference.  They are using the support from USDA to develop neighborhood farmers markets and establish a mobile food delivery system in low income areas of the city.  Participating markets will accept electronic benefit transfer (EBT) and Supplemental Nutrition Assistance Program (SNAP) transactions.  They are also creating a food hub that will utilize refrigeration and processing equipment to keep foods fresh.  Food hubs are innovative business models that bring farmers, distributors, aggregators, buyers and others in the supply chain together to ensure that the regional small and midsize producers get access to the infrastructure they need to grow their business.

This year, we’re looking for projects that will continue to expand healthy food choices for all Americans – especially in food deserts or low-income areas.  Producer associations, nonprofit corporations, agricultural cooperatives, local governments, economic development corporations, regional farmers market authorities, public benefit corporations and tribal governments committed to promoting the goals of the Farmers Market Promotion Program are encouraged  to apply during this  2012 grant season.

Visit our website for program information and to find out more about previously funded projects.  You can also visit grants.gov to learn about the application process or to apply for a grant.  Your electronic application must be received by May 21, 2012 to be considered.

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Posted in Farmers Market, Grants |

Winter Farmers’ Markets in the Midwest

March 12th, 2012 at 1:37 PM by Larry Bangs, Outreach Specialist, USDA Center for Faith-Based and Neighborhood Partnerships

For 18 years, Tony Ends of Scotch Hill Farm worked hard to develop direct marketing opportunities for his family’s crops and products. For over six of those years, he advocated for other small farms in winter markets that he organized with Wisconsin, Illinois and Iowa churches.

Trends in farming and the recent recession, which spurred a decline in attendance at some markets, have taken a negative toll on some farm families in the upper Midwest, but Tony hasn’t lost faith.

In fact, he still attends the winter markets, where Faith in Place continues the work he began. Faith in Place is an ecumenical non-profit located in Chicago. It recently secured a USDA Farmers Market Promotion Program grant to pick up the winter markets and the work Tony first developed in 2003. This winter, 17 churches in northern Illinois are taking turns hosting the winter markets with Faith in Place.

A sign advertising a winter farmers market.

While no longer active in organizing the farmers’ markets, Tony still participates regularly.

“Winter markets give me an opportunity to meet prospective new CSA [Community Supported Agriculture] members who can buy a whole array of vegetables from my family during the warm season,” Tony says. “They also give me a chance to sell the winter greens and cool season crops we grow in high tunnel greenhouses. Without this opportunity to sign up new CSA members and generate income during the cold weather months, it would be very hard for me to meet farm expenses over winter.”

Faith in Place has already put EBT machines in place to accept vouchers from USDA’s SNAP program at all their markets. This makes it easier for low-income families to participate. Over the next two years, Faith in Place aims for a 15% increase in market attendance and in revenues for participating producers.

Faith in Place will also use the grant money to develop new winter markets, particularly in low-income areas where residents normally do not have access to fresh produce of any kind, not to mention produce directly from the farm.

Though seemingly modest in scope, winter farmers’ markets make a difference for some participating producers between closing down operations or surviving the winter months with some income. Additionally, through the Faith in Place program, market farmers donate 10% of every dollar earned over $150 to the “Farm Crisis Fund” to help farm families through tough times.

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Posted in Farmers Market, Healthy Food Access |

Introducing….. The Know Your Farmer, Know Your Food Compass

February 29th, 2012 at 3:10 PM by Secretary Tom Vilsack and Deputy Secretary Kathleen Merrigan

Cross-posted from the USDA Blog.

Screenshot of the cover of the Know Your Farmer, Know Your Food Compass.

Screenshot of the cover of the Know Your Farmer, Know Your Food Compass.

Are you a farmer, rancher or food business entrepreneur interested in local and regionally-produced food?

Are you a community leader wondering how local and regional food systems can help your local economy?

Are you a consumer interested in learning more about where your food comes from?

Now you can learn more about USDA’s support of local and regional food through the new Know Your Farmer, Know Your Food Compass.  The Compass is an online multi-media narrative with stories, pictures and video about USDA’s support for local and regional food systems and an interactive map of USDA-supported local and regional food activities in all 50 states. With the Compass, you can navigate USDA resources for local and regional food ; meet farmers, ranchers, businesses and communities in your state that are participating in local food chains; and learn about local and regional food projects across the country.

Released today, the Compass showcases USDA’s Know Your Farmer, Know Your Food Initiative. The Initiative was launched in 2009 to coordinate the work of USDA’s 17 agencies and many staff offices that invest in local and regional food systems.   Since then, USDA has supported nearly 4,500 seasonal high tunnels (or “hoop houses”) to help farmers extend their growing seasons. We’ve also seen the number of number of farm to school programs jump from 400 in 2004 to over 2,300 in 2011 and the number of operating farmers markets blossom from 4,685 in 2008 to over 7,100 in 2011.

Screenshot of the cover of the Know Your Farmer, Know Your Food interactive map.

Screenshot of the cover of the Know Your Farmer, Know Your Food interactive map.

But we at the USDA know that local food is about so much more. It’s about places like Idaho’s Bounty Food Coop in Ketchum, Idaho which received a USDA Rural Business Enterprise Grant to expand delivery of local food from warehouse to retail.  It’s about Ohio State University in Cleveland Ohio which used a Beginning Farmer and Rancher Development Program grant to expand BEAN’s (Beginning Entrepreneurs in Agricultural Networks) ability to train new farmers and to develop 3,300 city acres into food enterprises. It’s about the Diamond B Farm in New Durham , New Hampshire where farmer Meghan Bickford secured funding from the Environmental Quality Incentives Program (EQIP) to create a rotational grazing plan for her herd of Belted Galloway and Angus cattle, build a ground gutter and grassed waterway to treat barnyard runoff, and implement a forest stand improvement plan.  You can read these and other stories here.

The Know Your Farmer, Know Your Food Compass is a valuable resource documenting the innovation, entrepreneurship and impact of local food systems across the country. It is driving job growth, keeping farmers and on the land, and keeping wealth in rural communities. We invite you to dive deep into this new tool, and be inspired by the stories it tells and the ideas it can spur for you and your community.

You can also join us for a “virtual conversation”  on Twitter about local and regional food on Monday, March 5 from 2:30-4:00 pm. Follow hashtag #KYF2 and tune in at 2:30pm ET.

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Posted in Uncategorized |

4-H Farmers Market Connects Oklahoma Community

January 26th, 2012 at 12:30 PM by Bradley James, Supervisory Meat Grader, AMS Grading and Verification Division and Organizational Leader, Loyal Doers 4-H Club

[Editor's note: Cross-posted from the USDA blog.]

Loyal Doers 4-H Club members get produce ready for their community farmers market. The market was started by the club as a response to the needs of the community, and helps teach members the fundamentals of agriculture and community involvement. Photo by Bradley D. James

Loyal Doers 4-H Club members get produce ready for their community farmers market. The market was started by the club as a response to the needs of the community, and helps teach members the fundamentals of agriculture and community involvement. Photo by Bradley D. James

This summer, the Loyal Doers 4-H Club in Hooker, Oklahoma, successfully held the state’s first 4-H-sponsored farmers market.  The market was a huge success, and the youth gained firsthand knowledge about growing produce and getting involved in the community.  It also helped the community connect with the farmers that produce their food while offering them a wonderful selection of fresh, wholesome products.

The 4-H program is the premier youth development program of the U.S. Department of Agriculture (USDA). For more than a hundred years, 4-H has dedicated itself to creating opportunities for youth that broaden skills and aspirations nurturing the full potential of youth.

The Loyal Doers 4-H Club Farmers Market began as an idea for a community service project. Many community members were requesting a farmers market– including 4-H alumni, homebound elderly and other disadvantaged citizens who did not have access to homegrown produce.  These requests prompted the club members to accept this project.

In turn, the community offered support to the market, including a grant from the Hille Family Foundation, Tulsa, Oklahoma through the Oklahoma State University 4-H Foundation. Pioneer Seed Corporation also pitched in, as well as the National Partnership between 4-H and The Tractor Supply Company.

In the spring, donated seed and seed purchased with grant funding were distributed to club members.  Over the next several months, club members planted various vegetables. During the growing season, they had to overcome many obstacles, including the same devastating drought problems other local farmers and ranchers in the High Plains region experienced.

At the July club meeting, members were given flyers to distribute to local businesses announcing the opening of the market on July 30.  The club officers used the rest of the grant money to purchase tables, wicker baskets and tablecloths to sell the produce at the market, and club members brought what produce they had available for sale. Several club members reserved the best examples of their produce to enter in the county fair. Some even went onto the Oklahoma State Fair, with three entries placing in the top 10 of the 4-H Division. The club also donated some of their produce to needy individuals in the community.

The community’s support and appreciation for this project has been overwhelming, and plans have been made to continue the farmers market project annually with the inclusion of local community gardeners. The 4-H program places a strong emphasis on community involvement, and this club is a prime example of the great work the future generation of farmers provides at both the local and national level. Aside from this project, the Loyal Doers 4-H Club also transformed the local playground providing the children in the community a place to play and connect with their friends and family.

Thanks to the community service actions taken by the 4-H club members with the farmers market, the community now has a place to connect with their farmers, family and friends.  They are a great example of strengthening the connection between consumers and farmers, and enriching America’s rural communities.

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Posted in Farmers Market, Opportunities in Food & Agriculture, Strengthen Rural Communities |

Taking a Closer Look at the Benefits of Farmers Markets

January 24th, 2012 at 1:30 PM by Jessica Milteer, Speechwriter, Communications/Governmental Affairs, Food and Nutrition Service

[Editor's note: Cross-posted from USDA blog]
Farmers Markets offer in season, local produce to communities nationwide.

Farmers Markets offer in-season, local produce to communities nationwide.

Farmers Market Month may be over, but USDA’s commitment to promoting the use of farmers markets continues. Farmers markets are important for a number of reasons but, in particular, they’ve been an integral part of our efforts to bring nutritious foods to Americans who participate in programs like the Supplemental Nutrition Assistance Program (SNAP) and the Women, Infants and Children (WIC) Farmers Market Nutrition Program. Since the number of markets accepting nutrition assistance benefits has increased, we think it’s a great time to look at how effective farmers markets have been when it comes to increasing low income household access to nutritious foods.

For this reason, USDA’s Food and Nutrition Service (with some valuable help from the Agricultural Marketing Service) is working to conduct studies regarding SNAP participation in the three major parts of the farmers market industry: the markets themselves, SNAP clients who shop at farmers markets, and non-profit organizations that support markets. » read more

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Posted in Farmers Market, Healthy Food Access, What We Know |

Winter …The Perfect Time to Visit a Farmers Market

December 22nd, 2011 at 11:00 AM by Arthur Neal, Deputy Administrator, AMS Transportation and Marketing

[Editor's Note: Cross posted from the USDA Blog]

Traditionally, the onset of winter meant the end of farmers market season. However, in recent years, winter farmers markets have become increasingly popular. According to the USDA’s Agricultural Marketing Service (AMS), there are over 1,200 of these farmers markets operating across the country. This is almost a 38 percent increase from last year.

From 2010 to 2011, the number of winter markets in New York, the top state for these markets, increased from 152 to 180. The state has been the recipient of several grants to support and promote access to healthy foods. For example, New York’s Oneida County received grant funds to develop a year-round market in downtown Utica.

For consumers, winter farmers markets provide an opportunity to enjoy winter crops like squash and pears, fresh from their local farmers. For the farmers and vendors who sell at the markets, it means increased financial opportunities. “Our sales at the winter market even out our income over the year, eliminating some of the highs and lows of our financial situation,” said Skip Paul, a farmer at Wishing Stone Farm in Little Compton, Rhode Island.

In addition to increasing financial opportunities, winter markets allow farmers and vendors to solidify their relationships with customers. An extended season enables market customers to get to know their local farmers better. “The biggest impact for us is really doing local networking and selling,” said Rhode Island farmer Lauri Roberts. “Selling directly to customers really means a lot to us.”

It also means a lot to us, here at USDA, that local producers can provide consumers with this direct buying experience, while at the same time, offering them fresh, healthy, locally-grown foods.  We even hold our own winter farmers market, which features local products such as fresh fruits, vegetables, meat, poultry, eggs, honey, herbs, handmade soaps, baked goods and more.  In addition, through USDA grants, such as those offered by the Farmers Market Promotion Program and Specialty Crop Block Grant Program, many of the nation’s winter farmers markets can look to us for support in their marketing initiatives.

A winter market in Rochester, NY. There are more than 1,200 operating winter farmers markets across the nation. You can find a market near you by using the USDA National Farmers Market Directory.

A winter market in Rochester, NY. There are more than 1,200 operating winter farmers markets across the nation. You can find a market near you by using the USDA National Farmers Market Directory.

So, where can YOU go to find one of these great winter farmers markets?  Check out the National Farmers Market Directory to find a market near you.

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Posted in Farmers Market |

Location, Location, Location: Identifying Crucial Business Factors for Farmers Markets

November 4th, 2011 at 3:06 PM by Debra Tropp, Branch Chief, Farmers Market and Direct Marketing Research Branch, AMS

[Editor's note: Originally posted on the USDA Blog]

A sample of the DOT survey taken at the USDA Farmers Market in 2010. Here, shoppers were able to indicate what products they purchased at the market. 

In business, location means everything. Not only do businesses need to understand where their customer base exists, but they also need to know where their competitors are.  The same applies to farmers markets: they must understand their customers and competition to determine the potential for profit. The location of a farmers market can influence a vendor or customer’s decision to support a particular market.

At USDA’s Agricultural Marketing Service (AMS), the Farmers Market and Direct Marketing Research Branch has been researching the business of farmers markets for nearly two decades, striving to provide farmers and consumers with information and tools to make strategic business and purchasing decisions.  Regarding the location and frequency of farmers markets, we have worked closely with our colleagues at USDA’s Economic Research Service (ERS) to recently publish a report entitled Mapping Competition Zones for Vendors and Customers in US Farmers Markets, which draws on data gathered from the 2006 National Farmers Market Manager Survey and the USDA Farmers Market Directory.

Through the collaboration, we generated maps that show the density, and in some cases scarcity, of farmers market locations.  We were also able to determine, on average, how far producers and customers travel to participate in farmers markets.  With this information, farmers market managers can develop stronger business plans, recruit appropriate vendors, create targeted customer marketing initiatives, and develop partnerships with nearby markets to create better market draw and stronger market success.  This is especially true of major urban areas, like New York, Boston, Washington, DC, Los Angeles and other cities with relatively high farmers market density.

Take Washington, DC, for example.  AMS manages USDA’s weekly farmers market.  Since this location is considered a high density area, we thought it would be a good idea to learn more about our farmers market’s appeal and operations from the customer point of view.  To help place our market in perspective, USDA’s weekly outdoor farmers market (which operates from June to November) takes place in a parking lot steps away from the National Mall in downtown DC, and can attract over 2,000 shoppers on a good market day.

Over two days last summer, we used an informal dot survey to ask customers what they purchased at the market, what they spent at the market, how many vendors they bought products from, and why they were motivated to shop at the market.  We also inquired about how often they patronized the market, if shopping at the farmers market influenced their produce consumption in any way, and what we could do to improve the market’s atmosphere and operations.

The results were fascinating.  We learned that while more than two-thirds of market shoppers were either from USDA or employees of other government agencies who worked in the area, more than 15 percent of our surveyed shoppers were tourists!  We learned that freshness, supporting local agriculture, and convenience were among the top reasons for shopping at the market.  We became aware that the farmers market helped nearly 60% of our shoppers eat more fruits and vegetables.  We also learned that nearly 30% of our customers were first-time shoppers, indicating some more sophisticated marketing efforts might be in order.

Results showed that customers wanted us to increase the amount of fresh fruit and vegetable vendors at market, as well as expand the availability of prepared foods.  Customers also expressed an eagerness for us to keep the market going all year-round.  Through the feedback that we gathered, we were able to implement many of these suggestions, including the implementation of a full, year-round market season for the first time ever, and the extension of market hours has been welcomed with open arms.

We believe that access to and utilization of good information can help a business, including farmers markets, make advantageous decisions.  To access more information that could be beneficial to the growth or development of your farmers market, please visit our program homepage.  The USDA National Farmers Market Directory is also a good tool for finding farmers markets in a specific community. And don’t be afraid to gather additional data of your own regarding your specific market environment using our dot survey and other research tools as guidelines.  The secret of a successful market is both knowing your customer base…and knowing your market potential.

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Posted in Farmers Market |

Farmers Market Promotion Program Supports Diverse Needs in Upper Midwest States

October 26th, 2011 at 11:37 AM by Alicia Bell-Sheeter, Agricultural Communications Specialist, USDA AMS Farmers Market Promotion Program

[Editor's note: Originally posted on the USDA Blog]

While most people associate farmers markets with fresh fruits and vegetables, farmers and ranchers actually bring a much more diverse range of products to the table every week. This year’s portfolio of grant recipients under the Farmers Market Promotion Program, administered by USDA’s Agricultural Marketing Service (AMS), reflected that diversity in its range of projects. Among the grant recipients are several enterprises in the Midwest that overcome barriers for small livestock producers to get their healthy meat options into local markets.

Access to certified slaughter facilities is one obstacle that Sustainable Farming Association of Minnesota (SFA) in Beltrami, Minn., is tackling head-on. Its goal is to expand the meat processing infrastructure in the region by creating access to locally-raised, lean meats directly from area farmers. Located in the far northern climes of the state — an area designated as a food desert — SFA hopes to add three to five meat processing facilities and increase the number of direct-marketing meat producers by 50 percent. With the added support of consumer education about the benefits of buying locally, demand is projected to increase by 30 percent.

In Downing, Wisconsin the Browse and Grass Growers Cooperative is also expanding access, specifically to produce, specialty grains and eggs. Moreover, the company continues to focus on grass-fed sheep and goat meat and value-added production, with an emphasis on halal-certified meats.  By expanding offerings to area consumers and schools, the project will increase farmer capacity through extensive training in good agricultural practices (GAP), value-added processing, and direct marketing.  These efforts will make positive impacts – both economic and cultural – in western Wisconsin, not to mention the potential of $1 million in sales in the next five years.

Finally, capping these Midwest efforts is Home Grown Cow in Evansville, Wis., whose project will bring Wisconsin livestock, poultry, and cheese producers into the digital marketplace and engage local producers in e-commerce. Through marketing, business development and technology, this producer’s network seeks to reach a hungry online market and tap into the projected $154 billion digital economy.

These projects, among many, demonstrate the diversity of ideas and need among the alternative marketing community.  Distribution models and consumers are as varied as the localities they serve, and the Farmers Market Promotion Program continues.

Goats in a natural meadow. Browse and Grass Farmer Association, an independent association focused on grass-fed sheep and goats in Downing, Wisconsin, will expand their offerings to local consumers and increase training in good agricultural practices (GAP) through a project supported by USDA’s Farmers Market Promotion Program. (Photo courtesy browseandgrass.org.)

Goats in a natural meadow. Browse and Grass Farmer Association, an independent association focused on grass-fed sheep and goats in Downing, Wisconsin, will expand their offerings to local consumers and increase training in good agricultural practices (GAP) through a project supported by USDA’s Farmers Market Promotion Program. (Photo courtesy browseandgrass.org.)

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Posted in Farmers Market, Grants |

Farmers Market Promotion Program Grant Recipients Announced

October 19th, 2011 at 11:26 AM by Deputy Secretary Kathleen Merrigan

[Editor's note: Originally posted on the USDA Blog]

Farmers Markets offer in season, local produce to communities nationwide.

Tough economic conditions can make it difficult to access healthy, fresh, and affordable produce. That’s why USDA is pleased to announce this year’s grants recipients of the Farmers Market Promotion Program. This important program provides grants to local farmers and producers so they can grow their income while making make fresh, healthy food available to more families across the country – particularly in low income and underserved communities.

In fact, many of the grants this year were invested to increase access to fresh foods specifically in low-income communities, accounting for 64 percent of the total projects funded. This year’s portfolio brings USDA’s investment in direct-to-consumer and alternative marketing to more than $23 million over the history of the Farmers Market Promotion Program.

Fresh, nutritious food is a cornerstone of a community’s physical health, but community health is more than just physical well-being. A vibrant, healthy community also encompasses sustainable economic opportunities and outcomes for local farmers and producers who, in turn, provide consumers the opportunity to make healthier food choices. By funding projects that support these goals, the Farmers Market Promotion Program continues to contribute to the economic and physical health of communities around the country.

To find out more about the nearly 150 projects funded for 2011, visit www.ams.usda.gov/fmpp.

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Posted in Farmers Market |

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