Sustaining Farmers Markets that Serve Low-Income Consumers

Sustaining Farmers Markets that Serve Low-Income Consumers

Summary

“Sustaining Farmers Markets that Serve Low-income Consumers” was designed to explore the conditions and constraints that farmers face when participating in farmers markets in low-income areas. The recent proliferation of farmers markets, and subsequent competition for farmers, has made it increasingly difficult for these markets to identify farmers who will commit to selling there. The goal of this research is to uncover farmers’ perspectives on their decision-making and thus aims to inform market managers of key factors associated with (1) recruitment and retention of farmers for markets located in low-income areas and (2) farmer participation in on-site Electronic Benefit Transfer (EBT) redemption programs. Five Michigan farmers markets were selected as case studies. Qualitative research methods are being used. In 2010 and 2011, twenty-three interviews were conducted with farmers selling at the five different farmers markets. A total of approximately 25 in-depth interviews with farmers will be conducted with the remaining occurring in early 2012. The researchers, together with participating farmers and market managers, will use the results to identify the conditions necessary to sustain farmer participation in low-income areas.

Objectives/Performance Targets

Sustaining farmers markets in low-income areas has proven to be challenging nationwide. The purpose of this project is to explore the conditions and constraints that farmers face when participating in farmers markets in low-income areas. This research seeks to uncover the farmer’s perspective on this experience. It aims to inform market managers of the key factors involved in (1) recruiting and retaining farmers for markets located in low-income areas and (2) improving farmer participation in Electronic Benefit Transfer (EBT) programs managed by farmers markets.

Five Michigan farmers markets that are located in low-income areas and have established EBT programs were selected as cases. In order to identify the market-level conditions and practices that are important to the overall sustainability of the market, interviews were conducted with market managers at each site in 2010 (interviews conducted with separate funding). Twenty-three in-depth interviews were conducted with farmers and the remaining will be conducted in early 2012. We anticipate that approximately a total of 25 in-depth interviews will be completed for this project. Through these interviews we expect to identify key aspects that influence a farmer’s decision to select and continue selling at the case study markets. Farmers will also be asked about their participation, or lack of participation, in the EBT program as well as how profitability may be impacted by the EBT program.

Farmer interviews are audio recorded and transcribed verbatim. Data collection and analysis is occurring simultaneously as is recommended for inductive, qualitative work. Data analysis involves coding the data to assign units of meaning to the descriptive text, and repackaging and aggregating the data so that displays can be created for analysis.

Accomplishments/Milestones

Five Michigan farmers markets that are located in low-income areas and have established EBT programs were selected as cases. Interviews have been conducted with market managers at each of the sites (with separate funding). The process for interviewing farmers began in the Fall of 2010 and will continue into Spring 2012.

Additionally, Dru Montri, the Ph.D. student coordinating this project, continues to serve as the Director of the Michigan Farmers Market Association, an organization that she started in 2006 as a first year doctoral student. At that time, Michigan had three farmers markets that accepted EBT. At the time of writing this NCR-SARE proposal in early 2008, Michigan had 11 farmers markets that accepted EBT. At close of 2011, Michigan had 82 farmers markets that accepted EBT. The benefits redeemed at Michigan farmers markets grew from $15,832.95 in 2007 to $892,620.75 in 2011. This research has informed this growth and the continued development of resources for Michigan market managers.

In December 2011, Dru Montri, Major Professor Dr. Kimberly Chung, and partners published a bulletin titled Accepting Bridge Cards at Michigan Farmers Markets, Michigan State University Extension Bulletin E3163, available online at www.bookstore.msue.msu.edu.

Impacts and Contributions/Outcomes

In the short-term farmers are expected to gain awareness of their individual as well as collective concerns surrounding this experience. Market managers will increase their awareness of factors important to farmer recruitment and retention as well as farmer attitudes toward participation in EBT programs at farmers markets. In the intermediate term it is anticipated that this process will lead to new practices and policies that will support farmer participation in low-income farmers markets, increase the number of farmers participating in on-site EBT programs, and increase farmer revenue from EBT sales. In the long-term it is projected by working collaboratively with farmers and understanding their constraints, market managers can create conditions that will provide profitable business opportunities for farmers, increase access to local foods by low-income individuals, and improve the vibrancy of farmers markets as public spaces.

Collaborators: