CitySeed: Increasing Farmers Market Sales Through Pilot Consumer Education Campaign

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Commodities

Practices

• Farm Business Management: farmers' markets/farm stands
• Sustainable Communities: local and regional food systems

CitySeed’s Increasing Farmers Market Sales Through Pilot Consumer Education Campaign project aims to address the challenge faced by Connecticut’s farmers markets and participating farmers, who see significant drops in sales outside the peak summer market season due to a lack of consumer education regarding seasonal specialty crops and how to prepare them. This project will utilize a consumer education campaign strategy to raise awareness of these crops through recipe cards, cooking demonstrations, market vendor engagement, and digital marketing methods to increase demand for and sales of seasonal specialty crops.

This project seeks to:

1. Analyze the impact of the CT Farmers Market Seasonality Consumer Education Campaign on consumer awareness, purchasing, and consumption of seasonal specialty crops;
2. Evaluate the effectiveness of the CT Farmers Market Seasonality Consumer Education Campaign in increasing access to and sales of specialty crops; and
3. Assess the role of the CT Farmers Market Seasonality Consumer Education Campaign in supporting year-round market participation by local farmers. 

1. Analyze the impact of the CT Farmers Market Consumer Education Campaign on consumer awareness, purchasing, and consumption of seasonal specialty crops.

CitySeed aims to educate a total of 20,000 consumers about seasonal specialty crops—approximately 18,000 adults and 2,000 children. This will increase the familiarity of these crops for a significant number of market-goers.

This anticipated increase in consumer knowledge and subsequent interest will also drive demand, benefiting farmers by expanding their customer base and raising the profile of the crops they produce. Any heightened awareness will also create a deeper connection between consumers and the local agricultural system, promoting food sustainability.

2. Evaluate the effectiveness of the CT Farmers Market Consumer Education Campaign in increasing access to and sales of speciality crops.

An increased demand for seasonal specialty crops provides an opportunity for farmers to produce and distribute more of these crops at year-round markets and beyond. CitySeed aims to impact 150 farmer partners to increase their crop production and distribution. 

We expect that approximately 15% of the 20,000 educated consumers—or 3,000 individuals—will then go on to purchase and consume these specialty crops, resulting in an additional $90,000 for our farmer partners. 

3. Assess the role of the CT Farmers Market Seasonality Consumer Education Campaign in supporting year-round market participation by local farmers.

With the creation and distribution of seasonality campaign materials, as well as the hosting of off-season cooking demonstrations, and the expected increase in consumer education and sales, CitySeed aims to encourage the participation of local farmers in year-round markets. 

Reliable sales are important to maintaining a stable income stream for our farmer partners and for ensuring fresh local produce to our communities throughout the calendar year. Consistent market attendance also helps to increase the viability and sustainability of our local markets, ensuring both farmers and community members can rely on them for this critical connection.