July/August 2024 - 26

FARM MARKET & AGRITOURISM
BY BRIAN MOYER | PENN STATE EXTENSION
Navigating growth
F
armers markets and retail farm markets play a
crucial role in connecting consumers with locally
sourced produce and goods, fostering community
engagement and supporting small and medium-scale
farmers and artisans.
As part of a USDA Farmers Market Promotion Program
grant, we reflect on the challenges and triumphs of the
past year, and we conduct an annual survey of markets.
The results of the 2023 Benchmark Survey of farm
markets offer valuable insights into the trends, innovations
and opportunities shaping this dynamic sector.
Ownership and market types
The survey revealed that a majority of respondents
(94%) own or manage a market, showcasing the
dedication and involvement of individuals in sustaining
these vital community hubs. Among the various types
of markets operated, open-air farmers markets had
the most responses (56.76%), followed by retail farm
markets/on-farm markets (27.03%) and indoor public
markets (8.11%).
Business expansion and improvement
In the face of evolving consumer demands
and market dynamics, farm market operators
demonstrated resilience and innovation in expanding
and improving their businesses. Respondents reported
various strategies for growth, including adding new
products (28%), expanding existing markets (21%),
refreshing layouts (13%) and enhancing marketing
strategies (20%). These proactive measures reflect a
commitment to enhancing the customer experience
and staying competitive in a dynamic marketplace.
Employment trends and challenges
The survey highlighted the importance of human
capital in the success of farm markets, with respondents
reporting diverse employment arrangements. While
some markets relied on volunteers, others hired
multiple full-time equivalent (FTE) positions. However,
challenges such as staffing shortages persisted, with
35% of respondents indicating difficulty in hiring the
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July/August 2024

Table of Contents for the Digital Edition of July/August 2024

Editor's Letter
Smart tech wipes out pests
FIRA preview
Labor challenges persist
VGN 2024 Labor Survey results
Vidalia onion robotics
Great Lakes EXPO 2024
Veg Connections
Farm Market & Agritourism
Ag Labor Review
Classifieds
Advertiser Index
July/August 2024 - 1
July/August 2024 - 2
July/August 2024 - 3
July/August 2024 - Editor's Letter
July/August 2024 - 5
July/August 2024 - Smart tech wipes out pests
July/August 2024 - 7
July/August 2024 - 8
July/August 2024 - 9
July/August 2024 - FIRA preview
July/August 2024 - 11
July/August 2024 - Labor challenges persist
July/August 2024 - 13
July/August 2024 - VGN 2024 Labor Survey results
July/August 2024 - 15
July/August 2024 - Vidalia onion robotics
July/August 2024 - 17
July/August 2024 - 18
July/August 2024 - 19
July/August 2024 - 20
July/August 2024 - 21
July/August 2024 - Great Lakes EXPO 2024
July/August 2024 - 23
July/August 2024 - Veg Connections
July/August 2024 - 25
July/August 2024 - Farm Market & Agritourism
July/August 2024 - 27
July/August 2024 - Ag Labor Review
July/August 2024 - 29
July/August 2024 - Classifieds
July/August 2024 - Advertiser Index
July/August 2024 - 32
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-october-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-august-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-june-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/april-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/vgn-digital-seed-guide-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyers-guide-2024
https://www.nxtbook.com/greatamericanmediaservices/VGN/december-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-august
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-june-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/april-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/vgn-digital-seed-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/december-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyers-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/august-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/june-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/seedguide-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyersguide-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2022
https://www.nxtbook.com/greatamericanmediaservices/VGN/december-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/october-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/august-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/june-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/april-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/seedguide-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyersguide-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2021
https://www.nxtbook.com/greatamericanmediaservices/VGN/december-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/october-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/august-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/june-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/april-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyersguide-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2020
https://www.nxtbook.com/greatamericanmediaservices/VGN/december-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/november-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/october-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/september-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/august-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/july-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/june-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/may-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/april-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/march-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/february-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/buyersguide-2019
https://www.nxtbook.com/greatamericanmediaservices/VGN/january-2019
https://www.nxtbookmedia.com