|
|
They are community-based grassroots organizations that operate on “shoestring” budgets with little in the way of Resources for customer research, strategic planning, or the other practices that businesses and organizations access in order to ensure their longevity. Perhaps as a result, the growth in the number of farmers’ markets has not been entirely smooth. Each year there are farmers’ markets that are forced to close.
Between 1998 and 2005—a period for which there are reliable data on market start-ups and closings—Oregon’s farmers’ markets expanded in number from 38 to 68. While this is seemingly an impressive gain, it is distressing to note that during those eight market seasons twice as many markets actually opened, and more than 30 failed. Farmers’ market organizers, customers, small farmers, and local food system/security advocates and practitioners are concerned about this issue and are interested in enhancing this important market channel and hub for communities. An overarching question is: With farmers’ markets increasing in popularity and numbers, why do some markets thrive while others do not? The research findings presented here contribute to an answer.
The research for this book was conducted during a fascinating period marked by the interest of many consumers in locally produced foods, a resistance to a globalizing food system, and other trends. The growth in numbers of farmers’ markets is a product of this period. Just as Jane Pyle (1971) conducted research during the late 1960s for her article “Farmers’ Markets Functional Anachronisms” at the nadir of farmers’ market popularity (unbeknownst to her), this research was conducted during a period of seemingly boundless interest in and support for farmers’ markets.
This book has both academic segments and more practical segments. Students with interests in food-system research, along with practitioners managing or working with farmers’ markets, should find portions of the book informative. A major goal of the book is to provide information and recommendations for market organizers and those who work with them, in order to assist with their decision making and strategic planning.