Cooperative Agreement AM230300WAMSC013

THE 2024 USDA NATIONAL FARMERS MARKET MANAGER SURVEY WILL DEVELOP A PROFILE OF THE FARMERS MARKET INDUSTRY ACROSS THE US. THIS SURVEY WILL ENABLE AMS TO UPDATE THE FARMERS MARKET DIRECTORY AND UNDERSTAND HOW FARMERS MARKETS HELP COMMUNITIES ACCESS LOCAL FOODS. WE WILL DETERMINE THE PRIMARY MOTIVATORS FOR FARMERS MARKET PATRONAGE AND UNDERSTAND FARMERS MARKETS PROMOTIONAL AND ADMINISTRATIVE PRACTICES. THESE FINDINGS WILL UNCOVER OPERATIONAL CHALLENGES AND OPPORTUNITIES FACING FARMERS MARKET MANAGERS AND REVEAL THE EVOLUTION OF THE FARMERS MARKET SECTOR SINCE THE 2019 SURVEY. THE SURVEY WILL USE 2024 AS A REFERENCE YEAR OFFERING A POST-PANDEMIC COMPARISON TO THE 2019 SURVEY. THE RESULTS WILL ENABLE US TO UPDATE THE FARMERS MARKET POPULATION ESTIMATE AND CONDUCT LONGITUDINAL COMPARISONS THAT WILL HELP USDA AND OTHER ORGANIZATIONS BETTER UNDERSTAND THE CHANGES IN THE FARMERS MARKET SECTOR. THE METHODOLOGY USED AND QUESTIONNAIRE REVISIONS MADE IN THE 2024 SURVEY WILL MAINTAIN COMPATIBLE TO THE 2019 STUDY SO THAT MEANINGFULLY COMPARISONS CAN BE MADE. THE FEDERAL AGENCY WILL: 1. ADVISE THE COOPERATOR IN DEVELOPING THE PROJECT AND TIMELINE, RECOMMENDING CHANGES TO SCOPE AND CONTENT OF ONGOING REPORTS AND PR OJECTS, AND REVIEWING ALL DELIVERABLES. 2. PROVIDE INPUT THROUGHOUT THE PROJECT PERIOD. 3. WORK WITH THE COOPERATOR TO IDENTIFY DATA SOURCES, RELEVANT RESEARCH, AND STAKEHOLDER CONTACTS THAT MAY BE USEFUL. 4. CONTRIBUTE TO RESEARCH ACTIVITIES AS MEMBERS OF THE PROJECT TEAM. 5. COOPERATE IN ATTAINING AND PROVIDING DATA AND DISSEMINATING RELEVANT MATERIALS. 6. ASSIST THE COOPERATOR WITH CURRENT AND POTENTIAL STAKEHOLDERS, REPORTS, AND OTHER INFORMATION AS MAY BE NECESSARY FOR COMPLETION OF THE PROJECT. 7. SUPPORT THE COLLABORATOR ON ANY DATA NEED RELATED TO THIS PROJECT FROM OTHER USDA AGENCIES AND DEPARTMENTS. THE COOPERATOR WILL: 1. WORK WITH USDA-AMS AND OTHER STAKEHOLDERS TO COMPLETE THE PROJECT IN THE DEFINED TIMELINE. 2. KEEP THE USDA-AMS APPRISED OF ALL DEVELOPMENTS OF THE PROJECT. 3. COMPLY WITH ALL REPORTING AND COOPERATIVE AGREEMENT GUIDELINES. 4. USE KEY INFORMANT INTERVIEWS AND FOCUS GROUP DISCUSSIONS WITH FARMERS MARKET EXPERTS TO BETTER UNDERSTAND HOW THE PAST SURVEY WAS USED AND PERCEIVED, AND TO DISCUSS NEW POTENTIAL USES FOR THE 2024 SURVEY. 5. COLLABORATIVELY REVISE THE SURVEY INSTRUMENT TO BETTER CAPTURE THE INFORMATION NEEDED TO ADDRESS THE NEEDS OF STAKEHOLDERS WHILE MAINTAINING ELEMENTS OF COMPARABILITY WITH THE 2019 SURVEY OF THE SECTOR. 6. DEVELOP A DRAFT FARMERS MARKET SURVEY QUESTIONNAIRE BASED ON THE FEEDBACK FROM THE SECTOR. 7. COORDINATE WORK WITH INDUSTRY PARTNERS, INCLUDING THE FARMERS MARKET COALITION, TO EVALUATE THE DRAFT FARMERS MARKET SURVEY QUESTIONNAIRE. 8. BUILD THE LIST FRAME OF FARMERS MARKETS THAT WILL RECEIVE THE SURVEY. 9. CONSULT WITH THE FEDERAL AGENCY FOR THE PURPOSE OF GAINING APPROVAL IF INTERESTED IN USING ANY DATA RESULTING FROM THIS AGREEMENT FOR THE PURPOSES INCLUDING, BUT NOT LIMITED TO, PH.D. DISSERTATIONS, OTHER PEER-REVIEW PUBLICATIONS OR PRESENTATIONS, AND OTHER REPORTS.