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‘I'm getting desperate’: what we know about farmers' markets that fail

Published online by Cambridge University Press:  30 June 2008

Garry Stephenson ,
Larry Lev  and
Linda Brewer
Garry Stephenson*
Affiliation:
Extension Small Farms Program, Department of Crop and Soil Science, Oregon State University, 107 Crops Building, Corvallis, OR 97331-3002, USA.
Larry Lev
Affiliation:
Department of Agricultural and Resource Economics, Oregon State University, 213 Ballard Hall, Corvallis, OR 97331-3601, USA.
Linda Brewer
Affiliation:
Department of Horticulture, Oregon State University, 4017 Agriculture and Life Sciences Building Corvallis, OR 97331-7304, USA.
*
*Corresponding author: garry.stephenson@oregonstate.edu
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Abstract

This paper explores hidden problems amid the impressive expansion of farmers' markets in Oregon and throughout the United States. Although markets are growing in number, a surprisingly large number of them fail. A challenge for many markets is inadequate revenue to support market operations such as paying for the management personnel to perform functions necessary to grow and sustain markets. Smaller markets may enter a downward spiral in which they cannot attract additional customers because they do not have sufficient vendors but cannot attract additional vendors because they do not have sufficient customers. The analysis identifies five intertwined factors associated with markets that fail: small size, a high need for products, low administrative revenue, a volunteer or low paid manager and high manager turnover. The paper also examines the more general issue of why some markets struggle by exploring a correlation between new markets and inexperienced managers, and effort thresholds for volunteer managers. Recommendations to assist markets toward success include better planning, manager and board of director training and community financial support. The findings of this study have broad application.

Keywords

farmers' marketslocal food systemsfarmers' market managementfarmers' market failuresmall farmssustainable agriculture
Type
Research Papers
Information
Renewable Agriculture and Food Systems , Volume 23 , Issue 3 , September 2008 , pp. 188 - 199
Copyright
Copyright © 2008 Cambridge University Press

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