Welcome

Do you set aside some time on Saturday to visit the local Farmers’ Market and splurge on fresh fruits and vegetables, flowers or plants, breads, meats or locally produced honey to share with family and friends? According to a May 2002 USDA study, over 2.5 million consumers spend an average of $17.30 per week at the market. Consider the benefits of exchange by the farmer and the consumer resulting from this direct marketing – the farmer improves his profit margin while the consumer enjoys nutritious, fresh-picked produce. Furthermore, the consumer has the opportunity to talk with the grower and before you know it, you’re hooked into a weekly visit for sweet tomatoes, peaches or apples! These products change seasonally so the variety and appeal is naturally programmed. A great place to review websites of current Farmers’ markets or identify funding sources for starting a local market can be found at:

http://www.farmersmarketsusa.org/index.php?id=3&5c=1.

See you Saturday!

Industry Snapshot: Farmers' Market

Take a look at our full industry report on Farmers' Markets (PDF Format). If you are interested in other industry snapshots, visit our SBDC Counselors Toolkit.

Links of Interest

National Sustainable Agricultural Information Service
North American Farmer's Direct Marketing Association
Colorado Farmer's Market Association
Marin County Farmer's Market Association
Maryland Farmers’ Markets

Did You Know?

Do you know that apparel retailing, automotive repair, and toys and games have something in common? All three and many more industry categories reside behind the "Industry Research" portion of the SBDCNet's "Small Business Information Center" section of the website. Click on "Industry Research" and you will find 28 small business industries, each with a page of supporting websites for you or your client to explore.

Are You Paying Attention to
Demographic Trends?

According to Third Wave Research, consumers most likely to purchase fresh fruits and vegetables fall between 45 and 54 years of age.  Not surprisingly, those least likely to purchase fresh produce are under 25 years old.  The Other, Non-Hispanic and Hispanic segments of the population tend to spend most on these items.  Homeowners with a household income over $100,000 are likely to purchase the most at a Farmers’ Market but more specifically, a married couple with children is the ultimate household demographic target market.

Besides age, race, income and household type, where one lives also impacts the expenditure rates for fruits and vegetables.  According to 2005 estimates, the U.S. counties with greater retail sales potential for fruit and vegetable stores (based on a national index of 100) are the following:

1. Summit County (OH) - 167
2. Hinsdale County (CO) - 158
3. Hunterdon County (NJ) - 150
4. Morris County (NJ) - 145
5. Loudon County (TN) - 145
6. Somerset County (NJ) - 144
7. Los Alamos County (NM) - 144
8. Santa Clara County (CA) - 141
9. Putnam County (NY) - 141
10. Fayette County (GA) - 140

Sources: Third Wave Research estimates using Consumer Expenditure Survey (2000/1) and 2000 Census data. State expenditures obtained from Applied Geographical Solutions (AGS).

By J. Eric Lomeli

Contact Us

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UTSA Institute for Economic Development
University of Texas at San Antonio
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