National farmers market study

We sought to provide farmers market leaders and researchers with new insights about farmers market attendees, given shifting consumer preferences and demographics. We conducted a close-to nationally representative survey in the United States with over 5,000 responses followed by a social media test. This project is funded through a USDA-NIFA grant.

My collaborators

  • Dr. Bret Shaw

  • Dar Wolnik at the Farmers Market Coalition

  • Project advisors including farmers market associations in Alaska, Colorado, Illinois, Minnesota, Vermont, and Wisconsin

Research highlights

  • Our nearly-nationally representative survey had 5,1,41 responses. Of the sample, most respondents (80.30%) attended a farmers market at least once in the prior year, demonstrating widespread participation.  More specifically, the survey found that 41.78% attended more frequently (i.e., six or greater times per year), and 38.51% reported attending farmers markets less frequently (i.e., five or fewer times per year).

  • Respondents reported their top motivations for attending included getting fresh, high quality food, supporting local farmers and doing something fun.

  • The top challenge to attendance was forgetting about farmers markets with nearly 60% (59.33%) indicating they forget about farmers markets at a level of “Somewhat” or higher.

  • More than three-quarters of attendees reported eating healthier at levels of “Somewhat” or higher because of farmers markets.

  • Many respondents reported doing non-consumer activities at farmers markets, such as socializing and learning, underscoring that farmers markets can be a shared community experience that offers more than economic and health benefits.  

  • Generally, farmers markets were attended by people from diverse backgrounds in terms of age, gender and ethnicity.

Publications

  • Witzling, L., Shaw, B., & Wolnik, D. (2025). U.S. farmers market attendance and experiences: Descriptive results from a national survey. Journal of Agriculture, Food Systems, and Community Development, 14(1), 1–23. https://doi.org/10.5304/jafscd.2025.141.017