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Promoting farmers' markets: preferences of farmers' market leaders

Agricultural Communications Documentation Center (ACDC)
Witzling, Laura (main author), Shaw, Bret (author), Wilson, Marlie (author), Morales, Alfonso (author)
Online journal article
Publication Date:
Extension Journal, Inc.
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
communication methods, consumers, extension, market analysis, marketing, Wisconsin, USA, farmer markets, word-of-mouth marketing, local food movement, Local food, online communication
9 pages., Article #:3FEA4, via online journal., Extension professionals across disciplines are involved with farmers' markets, and reports have indicated an increase in the number of farmers' markets across the country. We explored perspectives of farmers' market leaders regarding topics and data of interest and capacity and willingness to collect data related to market promotion. The purpose of our work was to provide Extension educators with information that may guide programming around farmers' markets. We collected data through an online survey of Wisconsin farmers' market leaders in spring 2017. Market leaders were most interested in learning how to encourage word-of-mouth communication between customers and engage in other low-cost strategies, such as having partners help promote a market.