New survey Highlights Value and Outreach Tools for Market Operators
A recent national survey conducted by UW–Madison researchers and the Farmers Market Coalition shows strong public support for farmers markets and their many benefits.
The findings, published in the Journal of Agriculture, Food Systems, and Community Development, are based on responses from over 5,100 people across the U.S.
About 80% of respondents said they attend a farmers market at least once a year. Of these, 41% attend regularly (six or more times a year), and 39% attend less often. The top reasons people visit include access to fresh food, supporting local farmers, and enjoying the overall experience.
The study also found that farmers markets have a positive impact on health. Around 75% of attendees said they eat healthier because of their purchases at these markets.
Economically, the markets benefit nearby businesses too, as nearly half of the visitors reported shopping or dining locally after their visit.
However, forgetting about markets was cited as the top barrier to attendance. This led researchers to create a tool to help market operators improve outreach.
The “Social Media Ad Project Guide” offers suggestions for better marketing strategies and is now part of the 2025 National Farmers Market Week Toolkit.
“Farmers markets provide health, economic and social benefits to communities,” said Laura Witzling, lead author of the study and consultant for the Farmers Market Coalition.
These markets are vital for small and mid-sized farms, giving them a platform to sell directly to consumers. With new resources, market operators can better promote their events and strengthen connections between farmers and communities.