Abstract

Farmers markets can offer solutions to several of the biggest problems besetting the US food system: fair prices to farmers; healthy, fresh food for consumers; direct contacts between consumers and farmers; food for food deserts; support for local economies. Awareness of these benefits led us to study the farmers markets of Greater Cincinnati. Markets grew rapidly in the early 1980s, peaked in 2012, and declined 17% by 2018. Sixty-one percent of the markets that started since 1970 have closed. Two types of markets exist: farmer-focused markets, with farmer vendors, and consumer-focused markets, with farmers and specialist vendors. Detailed information about market management shows that managers, the majority of whom are volunteers or underpaid, have insufficient resources to be sustainable. Market decline is often blamed on an oversupply of markets, but other factors are involved: the inability of market personnel and customers to cross class and racial boundaries; the encroachment of online retailers; a scarcity of farmers; market manager failures. Individual markets need to form coalitions and gain sufficient resources from governments or private funders to employ specialists who can assist managers, expand the consumer base, and design promotion campaigns that effectively promote farmers markets in the changing retail food landscape.