national farmers market directory

On Wednesday, August 29^th at 2pm EDT, USDA’s Center for Faith-Based and Neighborhood Partnerships will host the next presentation in its “Together We Can” webinar series to introduce partners to the resources and programs offered by the U.S. Department of Agriculture (USDA).  Wednesday’s webinar will focus on resources for building local and regional food systems in your community.

Pennsylvania is among the country’s top ten states represented in the USDA’s National Farmers Market Directory.  I recently completed a trip through the Fruit Belt to the Lehigh Valley and Philadelphia to see how USDA’s support of farmers market development is impacting communities and helping farmers across the Keystone State.

My first stop was Camp Hill, a small town outside Harrisburg, to visit a new farmers market developed with the assistance of community organizations including   Capital Resource and Conservation & Development Area Council (Capital RC&D).  Capital RC&D received a USDA Farmers Market Promotion Program grant to help farmers markets improve their consumer outreach and receive EBT and debit payments to expand micro-business opportunities for the area’s local farmers.  The market, which just opened in May, is off to a great start with over a dozen vendors selling local bread, meat,  dairy and produce from Pennsylvania’s fruit belt.

We’ve known for some time that local food is a vibrant and growing sector in agriculture. Consumers are seeking out food produced in their region, and this local food – whether it’s purchased at a farmers market, in a grocery store, at a restaurant or elsewhere – is now a multi-billion dollar industry. This week, we received further evidence of the strength of consumer demand for local foods. The National Farmers Market Directory, compiled by USDA’s Agricultural Marketing Service (AMS), has just been updated and shows a nearly 10 percent increase in listings over last year.

There have been many advances in opening government data for transparency and opportunities for collaboration. One dataset that we’re particularly excited about has immediate practical benefits and opportunities to stimulate business nationwide.

Traditionally, the onset of winter meant the end of farmers market season. However, in recent years, winter farmers markets have become increasingly popular. According to the USDA’s Agricultural Marketing Service (AMS), there are over 1,200 of these farmers markets operating across the country. This is almost a 38 percent increase from last year.

In business, location means everything. Not only do businesses need to understand where their customer base exists, but they also need to know where their competitors are.  The same applies to farmers markets: they must understand their customers and competition to determine the potential for profit. The location of a farmers market can influence a vendor or customer’s decision to support a particular market.

With nearly 2 million page views in 2011 alone, the USDA National Farmers Market Directory is one of the Department of Agriculture’s most popular consumer search engines.

When the USDA first made the dataset from the USDA National Farmers Market Directory available to web and application designers last year, we weren’t sure what was going to happen.  We just knew local food lovers, farmers market lovers, and data lovers were waiting for it.

The results have been amazing. Websites and apps that not only benefit their local communities, but help farmers markets have popped up across the nation.

When I visit my local farmers market, I know that every peach, tomato, or strawberry I purchase helps local farmers pay their bills and support their families.  Not only do I enjoy the health benefits and the wonderful flavors from fresh produce but I’m helping local farmers stay in business.

During National Farmers Market Week, we celebrate farmers markets across the country, their popularity and their growth.  But there wouldn’t be any farmers markets without farmers. Just as farmers markets help consumers know their farmer and know their food, they also help producers know their customers and know their business.  I’d like to share with you one Virginia farmer’s account of how a farmers market helped him: