Farmers markets in low-income, urban areas struggle to establish and sustain themselves. Accordingly, farmer recruitment and retention remain a challenge. This paper examines the perspectives of farmers who have been recruited to participate in farmers markets located in LIUA. Taking an ethnographic approach, we seek to understand why farmers join, stay, and/or leave newly-developed farmers market in LIUA. In-depth interviews revealed different motivations for joining new LIUA markets and that these motivations were closely tied to farmers’ reasons for farming. We (...) identified four categories of motivations: farming as a primary livelihood strategy; a new business opportunity; recreation; a social mission. Retention differed across these motivational categories. Farmers who joined LIUA farmers markets to support their livelihoods were the most likely to drop out of these markets. Farmers who used the farmers market to explore a new business opportunity were less likely to drop out and those who farmed for recreation or for a social mission were most loyal and did not drop out. The results indicate that understanding the motivations of farmers may be crucial to retaining farmers at LIUA farmers markets. They also indicate that farmers who are most suited to LIUA farmers markets may be currently overlooked by market managers who regularly target full-time livelihood vendors. These findings have implications for creating more stable farmers markets in LIUA. (shrink)

There has been a recent push to offer more food assistance programs at farmers markets. Yet, as more programs are developed for farmers markets, little input has been sought from those who are ultimately responsible for their implementation. This ethnographic study explores the experiences of farmers markets that have been early adopters of federal food assistance programs. Participant observation and in-depth interviews were used in six early-adopting markets to understand staff perspectives on the challenges and benefits of administering food assistance (...) programs. The results show that even markets with strong organizational capacity experienced significant burdens while operating food assistance programs. In addition, most worried about the sustainability of these programs due to the level of resources needed for their support. The findings suggest that calls to expand food assistance programs to all farmers markets will continue to be met with challenges as many markets will not have the capacity to operate them. Targeting farmers markets with strong organizational capacity may increase the probability of successful implementation, but building the organizational capacity of farmers markets may be necessary for widespread adoption. The study has implications for other sectors of civil society that are increasingly taking on the work of providing government programs. (shrink)