Family and seller interactions in farmers' markets in upstate New York

Abstract

AbstractFarmers' markets promote alternative agriculture by allowing farmers to meet the demand for specialized agricultural products and establish new businesses. Farmers sell at farmers' markets for social and personal, as well as economic, reasons. Successful farmers' marketing involves interactions with customers, but little is known about these interactions. This study aimed to determine what happens when a family shops at farmers' markets, specifically how parents and children interact in the market in relation to each other and to the farmers. Systematic observation was used to follow 22 families with young children. A coding sheet was used to categorize sensory, perfunctory, informational interactions, attempts to influence purchases and additional interactions. Results showed information was more likely to be exchanged between farmers and parents or parents and children. Children were more likely to be involved in sensory interactions. Farmers interact with families through perfunctory interactions or informational interactions, rather than encouraging them to buy specific items. Since some important societal benefits of farmers' markets can only be achieved if information is exchanged during interactions, market managers and outreach professionals should encourage and assist farmers with providing information to customers. Further research is needed to understand why farmers favor social over explicitly sales-focused interactions, which interactive strategies may be optimal to achieve the fullest economic and non-economic benefits for both farmers and customers, and what is the economic and non-economic impact of providing information in the farmers' market.