Modern farmers’ markets grew as almost a bi-coastal phenomenon. In part this was driven by maritime influenced growing seasons and in part by the population centers on both coasts. The next 10 years promises a more even distribution of markets around the country, driven by consumers, cities, economic development groups, and the lower farm gate prices resulting from trade agreements.

As newer farmers’ increase the size of their operations and larger farmers discover the value of direct markets in their marketing plans, more markets will open to meet this grower demand. We’ve already seen this happen almost exponentially. Over the six years from 1994 through 2000, there was a 63% increase in direct markets. Existing growers and managers will need to prepare for this increased competition by adding value to their markets—facilitating grower education on quality and display techniques and providing more consumer services.

In some areas there are already “too many markets” according to both growers and managers. Cities wanting markets are shopping among regional growers’ associations until they get one to agree to do a market in their town. This can dilute the farmer base and cause a shake-up of the existing markets in an area. Those markets that survive will have solid connections to the community through collaborative efforts with civic and nonprofit groups as well as the arts. This will evolve into “the market as citizen,” placing greater demands on Boards of Directors and market managers.

Larger conventional growers
With free-trade agreements proliferating, and marketing cooperatives floundering, traditional farmers and ranchers are beginning to place management attention on the few things they can control in their operations, and marketing mix is one. No one believes these growers will attempt to market even substantial portions of their crop through farmers’ markets, but many will add a few markets to their mix. This can have the effect of driving down prices in the market, but these folks can bring abundance to markets with only small growers. Managers and Boards will need to provide educational and acculturation opportunities for these new marketers. Existing sellers will need to take their marketing and presentation to the next level to sustain their price structure. Understanding your production and marketing costs will become more important than ever.

More value-added
As much as I jump up and down yelling “Convenience is not a virtue!” I cannot ignore the fact that the fastest growing segments in grocery stores are ready-cuts and take-out. Look to the USDA value-added grants to help develop more appropriate-scale processing equipment and community kitchens. I believe pre-cut and possibly pre-cooked dishes from farmer collaborations may be seen in the markets over the next 10 years. Cook-to-order mobile kitchens may anchor markets in larger cities.

While we may have a resurgence of nesting behavior among Americans, we must not forget home economics hasn’t been taught regularly in schools for more than a generation and cooking from scratch is a dying art. While consumers demand to know where and how their food is grown and whether it’s been genetically modified, they will also need to know what to do with it. To help sell produce, cutting and cooking demonstrations will abound in the marketplace. Keep the total time from fridge to table under 25 minutes and wear funny hats (kidding about the hats).

Ethnic foods
Once seen as a niche market, so-called “ethnic foods” will be commonplace. While ethnic enclaves will still exist, the great mixing pot that is America will see many new fruits and vegetables in the marketplace. Groups content to stay in their own communities before September 2001, recognize the need to educate the larger culture and food will be the tool of choice. A greater diversity of farmers will also be seen in the market.

Internet
Ten years from now, marketing via the Internet will be the rule rather than the exception. Consumers will be able to go to the farmers’ market website and link to their favorite farm to pre-ordering for pick-up at the market. Chefs can pre-order and pick up at the market. Online forms will keep track of the customers and provide coupons or a gift after so many dollars or sales are reached. Customer databases will allow farmers to more readily remember customer preferences and special events, sending reminders and sales queries automatically. Consumers will be able to sign-up for on-farm events and education programs over the ‘net. Electronic transfers will become the most common way to purchase goods.

Markets may offer shopping services putting together boxes from the growers at the market and delivering them for a fee. Customers can specify what they want and from which farm using the website. Markets will have wireless kiosks where consumers will be able to download and print recipes for seasonally available produce and meats.

Well, that’s what’s in my crystal ball…or is it that garlic-artichoke pizza at 10 p.m. last night?

A market farmer for twelve years, Marcie A. Rosenzweig is the co-author with Vance Corum and Eric Gibson of The New Farmers’ Market – available for $24.95 from GFM Books at 800-307-8949. She is also the author of Market Farm Forms, a book about recordkeeping with a disk of spreadsheet templates that track information from seed through sales. To learn more about it, go to www.nwpub.net/nfm.html or phone Marcie at (530) 885-9201.