Farmers markets are among the most recognizable selling tools that small farmers can use when moving their crops. Farmers markets are beneficial because they allow growers to interact directly with customers, building relationships but also allowing their business to command retail prices far above what they would see selling at commodity rates. This is important because the break-even price for small farms is higher than at large farms. Farmers markets also serve as small farm incubators, providing valuable foot traffic and notoriety for new farms. For established farms and U-Pick operations, farmers markets remain a valuable option in a marketing portfolio. U-Pick farms can sell unpicked produce and meet potential customers. Established growers whose season suffered from pests or bad weather take advantage of the opportunity to sell yields that would not have been capable of filling larger orders. For these reasons and more, farmers markets provide a valuable resource and contribute to a sustainable food system.
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