Economic Importance of Local Farmers' Markets

Daniel Otto, Faculty, Economics

Trends of increased consumer preference for access to fresh food produce, the success of several large urban farmer markets and the emergence of small diversified farm enterprises have created interest in expanding farmers' markets in Iowa .

Identify the size and extensiveness and characteristics of farmer markets in Iowa, identify factors associated with success of these markets

Working with IDALS and the Leopold Center, a survey was conducted of vendors and customers at Iowa framers' markets. The data was summarized and analyzed and reports prepared. The analysis estimates that over $20 million of sales occur, mostly at the 10 largest markets. Further analysis identified an income effect and that overlap from neighboring markets.

The information is being used to help promote existing markets and to identify new locations for expanding farmers' markets.

121 - Adding Value and Enhancing Agricultural Products

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