FMC and UW-Madison partner to boost farmers market reach

By Blake Jackson

The Farmers Market Coalition (FMC) has teamed up with the University of Wisconsin-Madison to embark on a crucial research project funded by the USDA. This initiative aims to attract new customers to farmers markets, particularly those from underrepresented groups, by developing targeted messaging and support tools. 

The project kicks off with a nationwide survey, the first of its kind in 20 years, to dive deep into the motivations and habits of both existing and potential farmers market customers, with a special focus on those who haven't yet embraced the local market experience. By understanding the diverse needs and perspectives of different communities, researchers hope to craft messaging strategies that resonate more effectively, driving wider market participation. 

But the research doesn't stop there! Working alongside farmers markets in six key states (Alaska, Colorado, Illinois, Minnesota, Vermont, and Wisconsin), the project will test and refine these data-driven messaging campaigns in real-world settings. The goal is to provide market operators with practical tools and resources for attracting new customers based on their specific community demographics and preferences. 

"This project represents a critical step forward in understanding and leveraging the full potential of farmers markets," says Bret Shaw, the project's lead investigator and a Professor with the University of Wisconsin-Madison. "By tailoring our outreach to resonate with diverse audiences, we can unlock a whole new customer base for these vital markets, ultimately supporting small and mid-sized farms and strengthening local food systems." 

Adding to the excitement, FMC plans to leverage the research findings to update and distribute their popular National Farmers Market Week Toolkit. This invaluable resource, available free to market leaders every year, will be enriched with the latest insights, helping communities celebrate and promote their markets more effectively. 

The project team, comprised of experts from FMC, the University of Wisconsin, and various state-level agriculture leaders, is also committed to sharing their knowledge through regional webinars. These sessions will offer extension professionals and other food system stakeholders valuable access to the research data and practical toolkit resources. 

Ultimately, the goal is simple: to empower farmers markets to attract a wider range of customers, boosting local economies, promoting healthy eating, and supporting the livelihoods of small-scale farmers. This comprehensive research initiative promises to pave the way for a vibrant future for farmers markets across the nation. 

Photo Credit: usda