Dear Aggie

How do farmer’s markets benefit our communities beyond just providing delicious produce?

Summer has officially arrived. School is out, the sun is shining, and the farmer’s markets are in full swing. Too often, people convince themselves it’s easier to shop produce at superstores or simply view markets as casual weekend outings- overlooking how deeply impactful their support can be. The benefits of shopping local extends way beyond yummy fresh food and an enjoyable trip out of the house.

Through the circulation of capital, farmer’s markets give way to increased economic development. When you choose to spend your money at the market instead of big box grocery stores, those dollars remain in the local economy, ready to flow through other local businesses and people. Your support is equivalent to investing in your community and it creates a multiplier effect on your dollars. Greater circulation of money stimulates opportunities, infrastructure, enterprises, and helps create jobs, boosting regional economies from the inside out.

Circulation of capital isn’t the only way other local businesses get uplifted by farmer’s markets. Simply existing near a public market can increase revenue potential. According to the USDA, businesses across the country experience anywhere from $19,900 - $15 million more in sales per year because of nearby farmer’s markets. These events draw crowds and increase foot traffic, indirectly raising sales potential for neighboring businesses. They uplift local enterprises without even trying!

Investing in nearby markets is one of the best ways you can contribute to a rich, diverse, and resilient local food system. The National Farmer’s Market Coalition states that small or mid-sized producers that sell at markets have a ~10% higher chance of staying in business than those using traditional sales channels. The more support our local producers and markets receive, the more room for growth, and a blooming food economy stabilizes existing producers while providing entry for new businesses. The larger a market, the more attractive it is to the public too! Growing markets grow communities. They empower farmers, encourage product diversity, engage citizens, and ultimately cultivate stronger local food systems.

We also know that farmer’s markets increase access to fresh foods, foster connections between field and fork, help support community health, and promote sustainability. Next time you debate where to shop, remember that the locations you feed your money make a huge difference. Your dollars have a ripple effect that can resonate and echo throughout your community, uplifting producers and businesses, strengthening economies, building jobs, and enriching local food systems. So yes, your nearby farmer’s market is so much more than just a fresh food pit stop!

By: Noelle Porras, Food System Marketing Specialist

Last updated July 9, 2025