How Farmers Markets Strengthen Local Communities

By Blake Jackson

People who regularly shop at farmers markets are more likely to be engaged in their communities and feel a stronger connection to their neighborhoods, according to a new study from the University of Wisconsin-Madison.

The research, published in Information, Communication & Society, surveyed more than 5,000 adults across the United States.

The study found that frequent farmers market visitors reported higher levels of community participation, including volunteering and interacting with others, as well as a greater sense of belonging within their neighborhoods.

"This study provides direct national-level evidence supporting what farmers market advocates have been saying for a long time – farmers markets are more than just places to shop for local food and support local farmers," said Bret Shaw, professor of life sciences communication at UW–Madison and co-author of the study. "They are places that bring people together and contribute to stronger communities."

Conducted in partnership with the Farmers Market Coalition, the research used data from a nationwide survey funded by the U.S. Department of Agriculture. With more than 8,600 farmers markets operating across the country, the study explored how market attendance influences civic engagement and community well-being.

Researchers measured both community participation and sense of community using five-point scales. Participants who never visited farmers markets scored significantly lower than those who attended very frequently, with regular visitors reporting the highest levels of civic involvement and neighborhood connection.

The research also examined how different communication sources, including national news, social media, and community organizations, influence these outcomes.

People who relied on national media or platforms such as TikTok experienced greater community participation through market attendance, while those connected with local organizations reported a stronger sense of neighborhood belonging.

"What's interesting is that farmers markets seem to play different roles depending on the communication channels people are already using," said Cheryl Shea, lead author of the study and a Ph.D. candidate in the Department of Communication Arts at UW-Madison.

"In both cases, however, the face-to-face element seems to matter."

“We hope our findings will be useful for local leaders and the public in general in knowing that supporting farmers markets is a wise investment for community building in addition to their role in local food economies,” said Shaw.

Photo Credit: getty-images-eric-ferguson