Top Trends in Farmers' Markets

Market Growth

The USDA reported that there were 2,863 farmers’ markets operating in 2000, up 63% from the 1,755 markets just six years earlier. The farmers’ market renaissance over the last 30 years has revived a rich tradition of vibrant, entrepreneurial culture. It is happening as communities seek to reconnect with their roots, revitalize the local farm scene, provide fresh produce to urban populations, gain access to organic products, and create vibrant communities. Farmers’ markets are bringing a farm and quality food consciousness into the minds of millions of people.

Larger Growers Entering the Markets

With the flood of produce imports coming into the country from overseas, even larger commercial growers are taking a second look at high-return marketing outlets like farmers’ markets. Felix Fly, manager with the West Tennessee Farmers’ Market in Jackson, Tennessee, says the number of farmers applying to sell in their farmers’ market blossomed in 1999. "Normally we have 12 or 14 new vendor applicants each year, but this year we’ve had 51 by August," he said. "Due to the low prices this year in cattle, cotton, soybeans, hogs, and corn, we’ve found a lot of growers trying something new. I just got a call from someone growing pumpkins who had never grown them before." Similarly, a Louisiana citrus grower who formerly had been selling all his produce wholesale finally came to the Crescent City Farmers’ Market after repeated requests from the manager. Selling out within an hour, he called his wife to bring more fruit, "Oh my God, I’ve been doing it all wrong!"

Meeting the Demand for Pesticide- & GMO- Free Food

Ethnic Foods Are Hot!

According to Steve Salts, truck farmer and author of the upcoming book, "Around the World at Farmers’ Market," ethnic foods can be a profitable item for growers who take the time to educate themselves about the native foods and cultural backgrounds of their ethnic customers. Ethnic groups have generally been considered a lower-priced market compared to Anglo-American customers, because they are accustomed to buying at open-air markets at comparatively low prices. Yet Salts says that customer loyalty, volume, and consistency can make up for this. The coveted "yuppie" market, Salts points out, rarely buy in appreciable quantity. "We find that so-called ethnic customers buy and use fresh veggies greatly in excess of their percentage of the total farmers’ market customers, and patronize farmers’ markets more than do Anglo-Americans." The proportion of ethnics in the population is growing rapidly, Salts points out, and if present trends continue, the Census Bureau projects that non-Hispanic European Americans will be a minority by the year 2050, with the nation 25% Hispanic, 10-12% Asian-Pacific Islander and 16% black.

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