This project will dive into the challenges that farmers markets face, as identified in the 2025 national farmers market survey

The Department of Agriculture Agricultural Marketing Service awarded Michigan State University a $200,000 Cooperative Agreement under the Wholesale Farmers and Alternative Market Development program (CFDA 10.164) on September 30, 2025.

MSU will develop research and decision-support tools to address challenges identified in the 2025 National Farmers Market Survey. The university will produce policy briefs describing market challenges and innovative responses; design a low-cost, targeted data-collection strategy for AMS; establish a national farmers market panel and deliver a feasibility report assessing its use for future data collection; forecast the number of farmers markets operating in 2026 and develop a protocol for annual forecasting; and evaluate alternative farmers market data-gathering methods.

The period of performance runs through December 31, 2026, with work performed in Michigan. The Wholesale Farmers and Alternative Market Development program generates actionable insights and accessible tools supporting farmers and food businesses as they establish and scale operations in domestic, high-value markets for local and regional foods, improving viability and market opportunities for U.S. producers.

MSU will (1) develop briefs that describe market challenges and highlight innovative responses, (2) propose a low‑cost, targeted data‑collection strategy for AMS, (3) create a national farmers market panel and a feasibility report to assess the use of the panel for future data collection, (4) forecast the number of markets operating in 2026 and develop a protocol for an annual forecast, and (5) evaluate alternative farmers market data‑gathering methods.