Who Shops at the Market? Using Consumer Surveys to Grow Farmers' Markets: Findings from a Regional Market in Northwestern Vermont

Abstract

This article presents findings from a consumer survey conducted in 2006 and 2007 at two locations of a regional farmers' market in northwestern Vermont. Consumer survey data is used to learn more about consumer preferences and solicit feedback for vendors. Data collected profiled consumers who attended the market, effective advertising techniques, planned spending, and interaction between markets. This information is valuable to markets seeking to understand their consumers and maximize efforts invested in advertising and community outreach. It provides guidance to Extension agencies seeking to develop networks of regional farmers' markets, particularly with respect to managing competition among markets.