Farmers market manager networks for sustainability, support, and innovation

Abstract

In most states, farmers markets function inde­pendently of each other and subsist on modest budgets. The groups and programs that bring inde­pendent farmers market managers together for education, collaboration, and sharing are often funded through government programs and grants. With increasing uncertainty of grant funding and government programs, alternative low-cost ways to sustain markets, mentor managers, and foster inno­vation in local food systems are needed. Business networks and clusters have been successful in other industries. To evaluate the potential of this type of network in mentoring, knowledge sharing, and facilitating collective fund development among farmers market managers, a study was conducted in three regions of Wisconsin. The study included the creation of regional network groups that collabo­rated on a market promotion project for the bene­fit of all network markets, utilizing a decision-making tool, the Purpose, Assessment, Tactics, Implementation (PATI) Framework. Overall, these networks were successful. Managers valued belonging to the network, successfully collaborated on regional projects, and intended to continue with the network once the study concluded.