Maturing Market

At NPR, Luke Runyon explains how farmers market sales are slowing—and why that might be a good thing:

“Farmers markets may be a good marketing tool for a small farm, but they can be onerous to prepare for, with slim profit margins, says Sarah Low, a USDA economist and lead author on the report.

“Because of that Low says farms are increasingly using middlemen to sell to restaurants, grocery stores and distributors. With an increasing share of their produce, dairy or meat going to those channels, some farmers may choose to forgo the farmers market.

“‘It’s just not as cost-effective for producers to be face-to-face with consumers,’ Low says. ‘A lot of farmers like to spend their time farming, not necessarily marketing food.'”