By Jamie Martin
A national survey conducted by the University of Wisconsin–Madison and the Farmers Market Coalition confirms the continued popularity and value of farmers markets in the United States. The findings were published in the Journal of Agriculture, Food Systems, and Community Development.
Out of 5,141 respondents, 80% said they visited a farmers market at least once a year. Forty-one percent were regular visitors.
The survey also revealed the top reasons for attending - access to fresh food, supporting local farmers, and enjoying a positive shopping experience.
“Farmers markets are a crucial channel for direct-to-consumer sales for small- and medium-sized farms and producers,” said study co-author Bret Shaw.
Seventy-five percent of attendees reported that buying from farmers markets helped them eat healthier.
In addition to health benefits, the markets also support local economies. Nearly half of those surveyed said they also shop at nearby businesses when visiting a market.
The biggest barrier to attendance? Many people simply forget. This finding encouraged researchers to develop a new marketing tool—the Social Media Ad Project Guide. It provides tips and templates to help market operators use digital tools more effectively. The guide is part of the 2025 National Farmers Market Week Toolkit.
Lead author Laura Witzling sees a big opportunity for farmers markets to partner with local governments, businesses, and community organizations to sustain and grow their reach.
Farmers markets also serve as an essential space for small and mid-sized farmers to connect directly with consumers, increasing agricultural diversity and community awareness.
The new guide is expected to enhance those connections and strengthen local food networks.
Photo Credit: gettyimages-shotbydave
Categories: National