The Department of Agriculture's National Institute of Food and Agriculture awarded a $636,000 project grant under the Agriculture and Food Research Initiative (AFRI) program to the University of Wisconsin-Madison to strengthen the capacity of farmers markets. The three-year project aims to identify current and potential farmers market consumer segments, with an emphasis on underrepresented individuals, through a national survey. Informed by the survey findings, messaging strategies will be tested on social media in partnerships with diverse farmers markets to examine the efficacy of frames in increasing interest among audience segments. Findings will be incorporated into expanded evaluation and communications resources from the Farmers Market Coalition (FMC), including a new toolkit. FMC and the principal investigator will advise on the survey, social media testing, oversee communications work, lead resource updates, develop a new toolkit, and lead webinars. The project supports AFRI's priority area of encouraging new customers to purchase directly from small and medium farms at farmers markets, which provide high-level marketing support critical for many farms.
Mod # | Description | Reason For Modification | Federal Obligation (Click to sort descending) | Date (Click to sort ascending) |
|---|---|---|---|---|
| Not listed | $636.0k | 1/5/23 |
Grant Number | Description | Subgrantee | Prime Award | Dollars Obligated (Click to sort descending) | Updated At (Click to sort ascending) |
|---|---|---|---|---|---|
0000002831S | Farmers Market Coalition | Project Grant 20236800638984 | $103.2k | 1/28/25 |