INDIANAPOLIS — For those participating in a farmers market,
the key to success is striving to provide the products and services that
During the 2014 Indiana Horticultural Congress and Trade
Show, James Farmer of the Department of Recreation, Park and Tourism Studies at
Indiana University, said people who attend farmers markets do so for more than
buying fresh produce.
Recently, Farmer helped administer a survey to more than 300
people, some who regularly attend farmers markets, and some who have never been,
to find out what draws individuals to the markets and what keeps some people
from shopping there.
The survey resulted in a few major findings, Farmer
Besides going to buy fresh fruits and vegetables, he said,
consumers go to markets for recreation and leisure purposes.
“They like the social interaction,” Farmer said, adding that
consumers like to hear bands play and eat kettle corn.
Another reason that the markets draw people, he noted, is
because they believe in eating local to support farmers, as well as the
The survey also showed that many individuals who frequent
farmers market don’t generally have kids, are well-educated and have a
“On average, people go to farmers markets three times per
month and spend $25 bucks a visit,” Farmer said.
While many people shop at farmers markets, he noted the
survey also showed that some individuals don’t buy their food from vendors at
Reasons for not shopping included the location of a market,
time and lack of infrastructure to support Women, Infant and Children checks, as
well as electronic benefit transfers.