University of Wisconsin - Extension

MADISON - The merry month of May marks the beginning a favorite time of year in Wisconsin -- 'Farmers Market' season. Thanks to the state's new online resource, SavorWisconsin.com, finding fresh produce at outdoor markets just got easier. The site features farmers' markets on the site now through mid-May.

Wisconsin has nearly 200 farmers' markets, and they continue growing in popularity. SavorWisconsin.com can help you locate and explore markets throughout the state."

According to the Agricultural Marketing Service at the U.S. Department of Agriculture, the number of farmers' markets in the United States increased 79 percent from 1994 to 2002. Sales generated by farmers' markets are estimated to exceed $1 billion per year, with most of that money going to small farm operators.

An economic impact study conducted by the Dane County Farmers' Market last year showed a significant benefit to the Madison community. According to the study, the average visitor spends $16 at the farmers' market and then an additional $25 in downtown Madison. With 20,000 visitors to the Dane County Farmers' Market on the biggest Saturdays, the combined purchases can generate as much as $820,000 in sales on one day.

At the Dane County Farmers' Market, the largest producer-only market in the nation, vendors are allowed to sell only Wisconsin-grown products, according to Larry Johnson, market manager.

"Not only do farmers' markets have a positive impact on the economy, they also enhance quality of life," said Johnson.

"People come to the farmers' market to mingle and feel a sense of camaraderie." In addition, farmers' markets give consumers an opportunity to meet the people who produce their food and to learn more about how food is grown. For many farmers, selling directly to the consumer is important.

According to USDA statistics, 19,000 farmers nationwide reported that their income is based on selling at farmers' markets. SavorWisconsin.com builds on the trend, making it convenient for consumers to connect with the people who

grow and process their food. Both farmers' markets and individual businesses can register for free on SavorWisconsin.com.

Encouraging consumers and businesses to buy Wisconsin products is part of Gov. Doyle's "Grow Wisconsin" economic development plan. The project is a joint effort of DATCP, the Wisconsin Apple Growers Association and the University of Wisconsin-Extension and was funded in part by a USDA grant. Businesses needing more information about registering may contact Natalie Walleser at DATCP, 608-224-5117.