Do Farmers Markets Build Community? New Research Says Yes

A recent article by Project for Public Spaces, "The Impacts of Market Cities: How Markets Promote Social Connection & Wellbeing," told the story of three communities where farmers markets became more than a place to shop, they were hubs for connection. These stories demonstrate how farmers markets benefit our communities beyond connecting people to local farmers and nutritious food.

Recently, a team from the University of Wisconsin-Madison and the Farmers Market Coalition has been exploring similar themes through a national survey. The results show real data behind the community benefits of farmers markets that many of us personally witness or experience. Here's what we found: the more often people go to farmers markets, the more connected they feel to their community. People who frequented farmers markets more observed higher levels of two civic engagement measures: community participation and a stronger sense of community, as described in our new study published in Information, Communication & Society. We hope readers can use these results to advocate for how public markets benefit our communities within their networks and spheres of influence.

Farmers Markets Are Social Infrastructure

As people who attend farmers markets know, they offer more to communities than food. Unlike shopping at the grocery store, farmers markets are recurring, locally based, and, importantly, they bring people together. It is the kind of place where you might regularly run into a neighbor who you don't see often which strengthens familiarity, or you might have an unexpected conversation with someone new. At some markets, you may see tables staffed by professionals or volunteers from local organizations to engage with attendees, places to access resources, or a local musician that makes the market atmosphere more fun.

Having more opportunities for such social interactions is especially meaningful during a period where people have become increasingly disconnected from their neighbors. According to recent polls, Americans spend significantly less time joining community groups, participating in civic life, and connecting with faith-based communities than in the past.

With an estimated 8,600 farmers markets in regular operation across the country, they are well-positioned to enhance social interactions within communities and increase information sharing through those interactions. In 2022, two of the authors wrote an article in the International Journal of Sociology that argued farmers markets can act as 'communication infrastructure' within communities, and by doing so, facilitate civic engagement. As individuals have opportunities to interact, they have more opportunities to share information that can help them civically engage. By surveying farmers market managers and residents of Wisconsin, results showed that farmers market managers frequently partner with local organizations to help them connect with market attendees. Moreover, farmers market attendees reported communicating more with others in their communities about local food.

The full article can be found online.