Essays from West of 98: The Merits of the Farmers Market
When I wrote last week’s essay (The Farmer Sells at Retail), I had no idea that August 7-13 was National Farmers Market Week in America. Fairly poetic, I must say.
If you hear the term “farmers market,” it probably conjures up a different image in each of your minds. To many, the imagery might center around fresh produce sold during the summer. For folks of a certain age, farmers markets might recall the “back-to-the-land” movement of the 1960s and 1970s. Others might have different images. And in a way, each of those images are simultaneously accurate and not fully reflective of the scope of American farmers markets.
Last week, I proposed that rural leaders find avenues for local farmers to sell their wares at retail prices. Call it a farmers market, call it farm-direct marketing, or call it what you like, but the farmer selling at retail is not a novel idea. It is, however, a growing idea and it is one that requires the attention and consideration of leaders in our communities.
The Farmers Market Coalition provides some incredible information about the economic impact of farmers selling directly to consumers. A study by UC-Davis reported that each dollar of direct farm sales generates twice as much local economic activity as non-direct farm sales. These economic impacts are also locally focused. Studies from local farmers markets in places as disparate as Oregon, Louisiana, and Pennsylvania find that farmers market shopping tends to correspond with more support for others local businesses as well.
There are non-economic impacts as well. The Project for Public Spaces found that farmers market shoppers averaged 15-20 social interactions per visit, as opposed to only one or two during other types of shopping. This is one of those Third Place examples, a place that increases connection between citizens and builds a stronger community as a result.
The COVID—19 pandemic caused challenges for farmers markets, but it also created greater opportunities. The Farmers Market Coalition found that farmers market and farm-direct marketing sales grew by 35% during the pandemic and the vast majority of those shoppers have continued to shop locally. This is an extension of the same phenomenon that many rural communities experienced during the pandemic. Texas’ statewide sales tax revenues cratered during the pandemic, but in Stamford, our sales tax revenues grew exponentially. People were shopping less during the economic shutdown, but they were shopping locally (for food and otherwise) more than ever.
Farmers markets and farm-direct marketing also contribute vital avenues of connection. The American farmer is rapidly aging. The USDA reported in 2017 that the average farmer was 57.5 years of age. The barriers to entry—land acquisition, capital requirements, and more—are daunting to young farmers. Farm-direct marketing is one of the easiest entry points for young farmers, ranchers, and food entrepreneurs.
100% of American consumers eat food, but the American Farm Bureau found that 72% of those folks knew “nothing” or “very little” about farming or ranching. Farmers markets and farm-direct marketing are an avenue for those consumers to interact with farmers and ranchers and to learn about agriculture. In a world where agriculture has fewer supporters in the halls of media and politics, that is a bridge on the urban/suburban/rural divide that is desperately needed.
Wherever you live, I dare say there is a farmers market within a relatively short distance. It might offer produce, it might offer homemade baked and canned goods, it might offer eggs or dairy products, or it might offer fresh meat. If you are fortunate, it might offer all the above. Supporting those entrepreneurs has a significant economic impact on your local community. Are you interested in starting a farmers market or contributing to one? No matter how modest your farming aspirations, there is likely an opportunity for you to sell your wares locally and impact your local economy.
Local food economies start with a local farmers market in some form or fashion. That is a springboard to a world of economic opportunity ahead. Stay tuned.
James Decker is the Mayor of Stamford, Texas and the creator of the West of 98 website and podcast. Contact James and subscribe to these essays at westof98.substack.com and subscribe to West of 98 wherever podcasts are found.