Farmers' markets offer new business opportunities for farmers

Abstract

Farmers' markets are a growing national trend, nowhere more evident than in California. A survey of market managers indicates that these marketing opportunities support farmer diversity and expansion, providing new market venues such as direct consumer purchases, community supported agriculture, institutional contracts, and government purchase programs. The markets support the sale of value-added products and link into the agricultural tourism industry. Markets in rural areas demonstrate strong community support with vendors, and correlations with the tourist industry. The greatest growth has been seen in small town markets, and most of these markets indicate that there is still room for further growth. Metropolitan markets are more likely to be closed, but they also generate the highest sales and reflect the greatest growth in demand for value-added products.