Farmers' Markets

As farmers' markets spring up across Wisconsin, there are many questions to be answered.  Perhaps the most important of these is "What makes a successful market?"  The goal of this project is to determine that answer. 

It is evident from reading research and articles from across the country, that different regions of the United States have different definitions of what a farmers' market is and what attracts customers to them.  In the midst of all of this contradictory information, how do we determine what is true for Wisconsinites? How do we give communities in Wisconsin a recipe for success in starting a farmers market?

To look for answers, we focused our attention on farmers' markets in Southeast Wisconsin.  This area has some of the most successful and longest running markets in the state.  It also includes the critical urban rural interface that allows farmers to devote their energy to direct marketing to consumers as a way of making a living.

This effort looks at the three vital components of farmers' markets: farmers, customers and farmers' market managers. In looking at markets from three different perspectives, it is our hope to provide accurate and practical information for those interested in creating and maintaining successful and sustainable farmers markets in Southeast Wisconsin.

The results of this survey are included in the report below.  In addition to farmers' market managers receiving this report, markets participating in all of the surveys also received an individual market report reviewing the data specific to their market. 

• Keeping farmers' markets strong and sustainable (12 pages, 263 KB)

The compilation of this data assisted educators in the quad county area in securing funding to continue working with farmers' markets.  With funding from the USDA Farmers Market Promotion Project, educators will offer professional development and education to Farmers' Market managers in Southeast Wisconsin to add to the sustainability and success of markets.

Farmers’ market surveys make up just one part of a statewide effort to grow local agricultural businesses. UW-Extension partners with other groups to promote local agriculture in many ways, including:

• Farm Fresh Atlas of Southeastern Wisconsin www.farmfreshatlas.org/southeast/ , your link to local farm products, including fruits, vegetables, meats, eggs, cheeses and more. You can find nearby farmers and farmers’ markets by picking up an atlas or visiting the website.
• SavorWisconsin.com , your on-line resource for farm-fresh products and locally made food. This site lists farmers' markets, as well as agricultural producers and events, across the state.

For more information about this project, please contact Kristin Krokowski at kristin.krokowski@ces.uwex.edu or 262/548-7775.