WHEN BUSINESSES WANT to put down roots in their community, there’s nothing like a farmers market. You can find thousands of these boothfilled, produce-bursting gatherings in town squares and main streets across the country. The United States is home to more than 8,700 farmers markets, according to the U.S. Department of Agriculture. To put this in perspective, there are more farmers markets in the U.S. than there are Walmart and Sam’s Club stores (5,200). In a survey of more than 4,000 farmers market visitors, most (92%) say they go in search of fruits and veggies, but they’re also interested in offerings like bakery items, garden plants and arts and crafts. Most attendees shop from two to five vendors, which means even smaller or niche booths have a good chance to interact with them. Shoppers may go to the farmers market for the local foods and handmade items, but they’re also going for the community vibes. Researchers at the University of Wisconsin-Madison and the Farmers Market Coalition found that nearly half of marketgoers (41%) visit farmers markets at least six times a year, and when they go, they look forward to connecting with others. About half (48%) report spending time with family and friends, 29% report having met a new person, and 12% say they made a new friend at the farmers market. Beyond the social benefits, farmers markets encourage healthier habits, with (75%) saying they eat better due to their purchases. They also give the local economy a boost, with 49% of marketgoers shopping at nearby businesses and 42% eating at local restaurants. However, for vendors, consumers and communities to reap the benefits, people need to know the markets are there. One of the biggest challenges facing farmers markets today is lack of awareness. Oftentimes, people simply forget a market is open. Promo can help address this issue. A roomy tote bag with market dates printed on the side keeps the reminder in shoppers’ hands week after week. A branded pen or fridge magnet can nudge them to circle Saturday mornings on the calendar. People aren’t going to the farmers market to check off a shopping list. Instead, they’re going to chat with vendors, discover what’s fresh that week and soak in the community spirit. With promotional products, vendors can tie their brand to the special experience shoppers come for. Promo To Help Farmers Markets Flourish Farmers Markets offer more than fresh produce and handcrafted goods – they provide connection. That’s where promo comes in. By Audrey Sellers Roman3dArt Thx4Stock team / ShutterStock.com 52 • OCTOBER 2025 • PPAI Must Read |
RkJQdWJsaXNoZXIy NzU4OQ==