Farmers’ Markets and Sustainability Issues: A Review, Assessment and Research Agenda

Abstract

In the field of marketing, literature on farmers’ markets and sustainability is significantly sparse and limited. There are virtually no published works in established marketing journals except for a few studies published between 1980 and 1993. According to the U.S. Department of Agriculture, 6,132 farmers’ markets existed in the U.S. in 2009 that was a major increase from prior years. Some of the top farmers’ markets include Dane County Farmer’s Market (Madison, Wisconsin), Ferry Plaza Farmers’ Market (California), Union Square Greenmarket (New York City), Boulder County Farmers' Market (Colorado), Portland Farmers’ Market (Oregon), Santa Fe Farmers’ Market (New Mexico), etc. Studies conducted on farmers’ markets and sustainability issues are multifaceted and multidisciplinary in their contents and analysis that encompass many areas of consumption, local farming, niche segments, and exchange patterns. Most of the investigations were conducted in the fields of agriculture, sociology, food sciences, and cultural studies. This exploratory study attempts to bridge the gap by looking at the multidisciplinary issues and literature of farmers’ markets and their relevance to marketing and sustainability issues. The study used online secondary data from the USDA and various Web sites of farmers’ markets. The work employs ten variables and themes to compare and contrast farmers’ markets and their sustainability issues. After conducting content analysis, local characteristics, and thematic and sustainability issues of the top 25 farmers’ markets, preliminary results reveal that locally grown produce is well liked by consumers. At the same time and because of local environments and consumer characteristics, each and every market remains unique in its product offerings, exchange process, tourism, and community involvement. There seems to be a strong interest on the part of local/regional consumers regarding supporting local vendors and their indigenous products. No wonder farmers’ markets are in strong demand and continue to be a growing phenomenon. Basically many farmers’ markets display a ‘carnival-type of atmosphere’ that constantly draws tourists as well as local/regional consumers. Consumer attachment is inherently strong and local pride remains high. This is also the result of niche and indigenous products that are specific to local areas and communities. No two farmers’ markets resembled each other in produce, product offerings, niche segments, market themes, and sustainability areas. The paper’s other objective was to systematically provide a research agenda and managerial implications. Our preliminary findings validate that farmers’ markets are an important part of today’s changing consumer culture. Consumer attachment to farmers’ market is evident in their heightened interest and healthy lifestyles. Marketers need to pay attention to farmers’ markets and sustainability issues that have become major areas in local and regional communities.