Farmers markets

There is some evidence that farmers markets increase access to fresh fruits and vegetables (Freedman 2013, McCormack 2010, Young 2011, Sallis 2006, Larsen 2009a, Freedman 2011a) and increase consumption of fresh produce (Hu 2021, Strome 2016, Evans 2012, Racine 2010, Ruelas 2012, Freedman 2013). Establishing farmers markets is a suggested strategy to increase fresh produce in areas that lack access to stores selling reasonably priced, high quality produce (CDC-State indicator 2018, UW IRP-McCracken 2012). Additional evidence is needed to confirm effects.

Farmers markets are associated with increases in fresh produce purchases and self-reported increases in fruit and vegetable consumption (Metoyer 2023, Singleton 2016, Jilcott Pitts 2015, Jilcott Pitts 2014, Wheeler 2014, Grin 2013, Cromp 2012, Blanck 2011, Ruelas 2012, USDA-Ragland 2011). Individuals who shop at farmers markets more frequently report higher levels of consumption than peers shopping less frequently (Kelley 2022, Lo 2019, Jilcott Pitts 2017). Farmers markets with education, promotion, and financial incentives may substantially affect consumption (NBER-Handbury 2016, Fitzgerald 2011, Lieff 2017).

Multi-component interventions that include cooking classes and produce allocations increase self-reported fruit and vegetable consumption and farmers market shopping (Metcalfe 2022). Farmers market cooking classes can improve physical, social, and emotional well-being for children and adolescents (Saxe-Custack 2021). Multi-component interventions are a suggested strategy to increase farmers market shopping and produce consumption among individuals who receive Supplemental Nutrition Assistance Program (SNAP) benefits (Freedman 2018, Walkinshaw 2018). Peer-to-peer programs, such as Food Navigators, may also increase vegetable purchase and consumption among participants (Scott 2022, Hamilton 2020).

Zoning that supports farmers markets, street food vendors, and other public markets may strengthen local food systems, enhance local economies, and contribute to a livelier pedestrian environment (Morales 2009). Research suggests that farmers markets may function as regional food destinations that can support the local economy (Garner 2019). Shopping at farmers markets that offer seasonal, locally grown foods may reduce emissions from fossil fuels used to produce, process, and transport food (Ringling 2020, CCAFS-Campbell 2012), and may reduce the energy intensity of an individual’s diet if more plant-based foods are consumed in place of animal products (Ringling 2020).

High quality produce, produce variety, and lower prices are the most commonly reported reasons for shopping at farmers markets (Singleton 2017). Increasing transportation options, developing safe routes to healthy foods at farmers markets, expanding market hours and locations, promoting awareness, and offering community health education may support farmers market use (Di Noia 2017, Farmer 2016, Jilcott Pitts 2015). Research suggests that including a wider variety of vendors is associated with increased sales (Archambault 2020). Locating farmers markets in central, accessible sites may also lead to increased sales (Morckel 2018). Farmers markets operating in underinvested communities can offer community-tailored services, develop community outreach and partnerships, and leverage public transportation to increase access to farmers markets (Brookings-Love 2021). Farmers markets can also contribute to sustainable community building by offering programs within the market, working in partnership programs with other community groups, and engaging in community planning processes (Bergman 2022).

Limited transportation options, lack of information about the location or hours of farmers markets, and markets not accepting Electronic Benefit Transfer (EBT) payment for Supplemental Nutrition Assistance Program (SNAP) benefits are frequently reported barriers to farmers market use (Singleton 2017, Di Noia 2017, Jilcott Pitts 2015, Young 2011, Jones 2011, Hood 2012, Leone 2012).

Prices at farmers markets are often lower than supermarket prices (Valdez 2016, Swenson 2012, McGuirt 2011), although prices vary and may be higher than supermarket price in some counties (Thomson 2021, Wheeler 2014).

Farmers markets are a suggested strategy to reduce disparities in fruit and vegetable consumption between people from communities with low incomes and those from communities with higher incomes (CDC-State indicator 2018, UW IRP-McCracken 2012). Farmers markets can increase fruit and vegetable consumption in communities with low incomes (Strome 2016, Evans 2012, Racine 2010, Ruelas 2012) and among individuals with low incomes who have diabetes (Freedman 2013). An evaluation of the Fresh to You partnership program suggests markets can also increase consumption among children from families with low incomes when discount produce is available (Gorham 2015).

However, research suggests that farmers market locations are associated with communities that are more wealthy, white, and educated (Schoolman 2023) and many consumers and managers of farmers markets tend to be white, educated, and affluent (Taylor 2022, Warsaw 2021). Farmers markets can be exclusionary towards people with low incomes and people of color (Freedman 2016a, He 2022) and are unlikely to be in areas that lack access to stores selling reasonably priced, high-quality produce (Schupp 2019). Experts suggest that farmers markets in low income, minority communities may have difficulty balancing shoppers’ needs for low-cost produce and vendors’ needs for profitability (Montri 2021, PolicyLink-FMs 2008). Farmers markets in neighborhoods with low incomes also appear to be smaller and provide fewer fresh fruits and vegetables than typical markets in more affluent communities (Lowery 2016). Research also suggests that increasing proximity to fresh produce alone may not increase fruit and vegetable consumption (NBER-Handbury 2016).

Nationwide, farmers markets have been started and sustained in communities with low incomes to improve access to fresh, healthy foods despite the challenges involved (Brookings-Love 2021, Morckel 2018, PolicyLink-Flournoy 2005). Experts suggest that farmers markets should strategically consider location, including proximity to public transportation (Freedman 2018, Morckel 2018, Brookings-Love 2021). Farmers markets can use communication and outreach efforts, as well as partnerships, to encourage community development (Bergman 2022, Freedman 2018). Inclusive farmers markets respect, value, and seek out the perspectives of individuals with low incomes and people of color rather than dismissing their views and concerns (Soper 2021, Larimore 2018).

Farmers markets may increase fruit and vegetable access in rural communities (Lo 2019). While farmers markets can be perceived as assets to rural communities, barriers for rural residents include limited market hours, lack of EBT acceptance, and lack of transportation (Jarvandi 2022).

Throughout U.S. history, discriminatory housing, lending, and exclusionary zoning policies entrenched racial residential segregation and concentrated poverty (Zdenek 2017, Kaplan 2007). This systemic disinvestment and exclusion by both government and private entities created and maintains community environments with limited resources, deteriorating infrastructure, hazardous industries and waste disposal sites, and many other factors that lead to poorer health outcomes for people of color and people with low incomes (Braveman 2022, Prochnow 2022, McAndrews 2022, Brookings-Semmelroth 2020). Communities shaped by discriminatory policies are often areas that have limited access to healthy and affordable food, formerly known as food deserts (Beaulac 2009, Walker 2010b). Individuals who live in these communities face higher food costs, fewer store options, and must travel further to purchase healthy food than those who live in well-resourced communities (Beaulac 2009). Residents also have increased exposure to high calorie foods that have little nutritional value, which often leads to worse health outcomes (Walker 2010b). Many rural areas also lack access to fresh and affordable food, even in areas where farming is an important part of the local economy (RHIhub-Rural food and hunger).

The origins of farmers markets can be traced back to public markets, which were a primary source for food purchasing in U.S. cities in the 1800s (USDA-Neal 2013, Morales 2009). In the 1930s, public markets began to be replaced by chain grocery stores and nationalized food distribution systems (Morales 2009). From 1940-1980, the agriculture industry changed rapidly as large farms increased in both size and number while the number of small family farms decreased (Lobao 2001). Consolidating farms can increase labor productivity and economic growth, though it also concentrates corporate power in the food system, may increase food waste, and may not improve conditions for workers (Mehrabi 2023). Farmers markets, where small farms often sell products, surged in popularity beginning in the 1990s, though growth has slowed in recent years (USDA-ERS FM growth 2019, USDA-ERS Martinez 2010). The U.S. Department of Agriculture (USDA) has a long and ongoing history of discriminatory policies that advantaged white farmers over Black farmers, as well as Native American, Hispanic, and Asian farmers (Carpenter 2012, Daniel 2007, EWG-Hayes 2021, NPR-Bustillo 2023). Despite oppression and exploitation, many Black farmers resisted and played an important role in the development of agricultural practices in the U.S. (White 2018, Bandele 2016). Although relatively fewer farmers markets have been implemented in communities with low incomes, many cities, communities, and local food system advocates have recognized the potential benefits farmers markets could offer these communities and their local small farmers promoting social, economic, physical, and environmental health (Morales 2009a).

• Who regularly attends farmers markets in your community? Who has transportation to farmers markets in your community? Who has time to attend farmers markets and prepare meals using their purchased fresh food?
• What food assistance programs are available at farmers markets in your community? Who decides what food assistance programs will be offered?
• Where are farmers markets located in your community? How are they connected to public transportation? Who provides input to decide where to locate farmers markets and when markets will be open?
• How can vendors and managers create an inclusive market, especially for people with low incomes and people of color?

As of August 2023, the U.S. Department of Agriculture (USDA) includes over 6,900 farmers markets in the National Farmers Market Directory (USDA-Farmers market directory). Various state and local policies can encourage the establishment of farmers markets (NCSL-Farmers market). For example, in Fresno, CA local zoning ordinances establish zones where farmers markets are an approved land use, and in Minneapolis, MN streamlined permitting processes support small farmers markets (ChangeLab-Land use and FMs). The Produce Plus Program in Washington, D.C. and Gorge Grown Food Network in Washington state are examples of collaborative efforts to support farmers markets in urban and rural areas (Urban-Thompson 2016, GGFN-Mobile market). In Michigan, the Flint Farmers Market and the Eastern Market in Detroit are examples of markets working with partners to address economic, social, and civic issues in the community (Bergman 2022, Brookings-Love 2021)

The U.S. Department of Agriculture’s Agricultural Marketing Service (AMS) operates the Farmers Market and Local Foods Promotion Program, which will distribute about $15 million in 2023 to support farmers markets and other direct to consumer retail outlets (USDA-FMPP, USDA-FMPP Fact sheet 2023). The Centers for Disease Control and Prevention (CDC)'s Division of Nutrition, Physical Activity, and Obesity provides guidance and funding to state health departments to support interventions promoting access to fresh produce and encouraging healthy eating, including establishing or supporting farmers markets (Kahin 2017). Farmers markets working to become more inclusive can use the SNAP Consumer Environment assessment tool (Young 2023) and review diversity, equity, and inclusion resources (Utah Farmers Market Network, FMC-DEI).

‡ Resources with a focus on equity.

CDC DNPAO-Data - Centers for Disease Control and Prevention (CDC), Division of Nutrition Physical Activity and Obesity (DNPAO). Nutrition, physical activity and obesity: Data, trends and maps online tool.

CDC-HFR 2014 - Centers for Disease Control and Prevention (CDC), Division of Nutrition, Physical Activity, and Obesity. Healthier food retail (HFR): An action guide for public health practitioners. 2014.

CDC-Supporting FMs - Centers for Disease Control and Prevention (CDC), Division of Nutrition Physical Activity and Obesity (DNPAO). Current practices in developing and supporting farmers’ markets.

ChangeLab-Land use and FMs - Wooten H, Ackerman A. From the ground up: Land use policies to protect and promote farmers’ markets. Oakland: ChangeLab Solutions; 2013.

FMC-DEI^‡ - Farmers Market Coalition (FMC). Resource library: Diversity, equity, and inclusion (DEI).

HFFI - America's Healthy Food Financing Initiative (HFFI). America’s Healthy Food Financing Initiative (HFFI) aims to build a more equitable food system that supports the health and economic vibrancy of all Americans.

ISU-Food and sustainability resources - Iowa State University (ISU), Sustainable Food Processing Alliance. Online resources for food and sustainability.

PAS-Zoning 2016 - Planning Advisory Service (PAS). Planning & zoning for health in the built environment. American Planning Association (APA); 2016.

PolicyLink-FMs 2008 - PolicyLink. Equitable development toolkit: Farmers markets. 2008.

PolicyLink-HFAP map - PolicyLink, The Reinvestment Fund (TRF), The Food Trust. Healthy food access portal (HFAP): Research your community interactive map for healthy food access.

SRTSNP-Safe routes to healthy foods^‡ - Safe Routes to School National Partnership (SRTSNP). Healthy communities: Safe routes to healthy foods.

USDA-Farmers markets - U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS). Farmers markets and direct-to-consumer marketing.

USDA-FMPP - U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS). Farmers market promotion program (FMPP).

Utah Farmers Market Network^‡ - Utah Farmers Market Network. Creating a welcoming market.

* Journal subscription may be required for access.

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