National survey results published this spring reveal widespread participation in and benefits derived from attending farmers markets in the United States. The study, conducted by researchers at UW–Madison and the Farmers Market Coalition, also emphasizes the need for continued support and promotion of farmers markets, which led the research team to develop resources for market operators.

The study, published in the Journal of Agriculture, Food Systems, and Community Development, indicates that 80% of respondents (of 5,141 people surveyed) across the U.S. attended a farmers market at least once a year, with 41% being more frequent attendees (attending six or more times per year) and 39% being less frequent attendees (attending five or fewer times per year). These figures underscore the important role farmers markets play in connecting consumers with local agriculture.

“Farmers markets are a crucial channel for direct-to-consumer sales for small- and medium-sized farms and producers,” says study co-author Bret Shaw, professor with the Department of Life Sciences Communication and environmental communication specialist with the Division of Extension at UW–Madison. “This study reinforces the value of these markets for providing access to local products and for fostering community connections.”

The survey was administered by National Opinion Research Center at the University of Chicago and funded by the United States Department of Agriculture. Its key findings include:

• Top motivations: Attendees are primarily driven by the desire for fresh food, supporting local farmers and having a fun shopping experience at the market.
• Health benefits: Three-quarters of attendees reported eating healthier because of their farmers market purchases.
• Economic impact: Almost half of attendees reported shopping at nearby local businesses when visiting a farmers market or eating at local restaurants.
• Challenge to attendance: The most cited barrier to attending farmers markets was forgetting, highlighting the need for enhanced communication and promotion efforts.

Based on their work, the survey team developed a new resource for farmers market operators to aid them in their promotional efforts. The Social Media Ad Project Guide provides a summary of survey findings, the outcomes of social media ad testing and recommendations for social media marketing of farmers markets. The project guide is included as part of the 2025 National Farmers Market Week Toolkit, an annual publication.

“Farmers markets provide health, economic and social benefits to communities. With those benefits in mind, we see potential for new or expanded partnerships between farmers markets and local governments, businesses and community organizations to promote and sustain farmers markets,” says Laura Witzling, lead author of the study and a consultant for the Farmers Market Coalition.

Local markets contribute to agricultural diversity, offering a vital platform for small and mid-sized farmers to thrive. The resources developed by the research team will further help local growers share their products and expertise.

“Farmers markets provide an essential link between farmers and consumers,” adds Darlene Wolnik, co-author and senior project manager at the Farmers Market Coalition. “They are a place where relationships are built, where consumers can learn about where their food comes from and where farmers can receive direct feedback and support from their communities.”

This research was supported by the U.S. Department of Agriculture National Institute of Food and Agriculture (USDA NIFA, award no. 2023-68006-38984).