Jan 20, 2026

Strategies to attract today’s farm market shoppers

Successful farm markets begin with understanding who your customers are rather than hoping “everyone” will shop with you. Large retailers use demographic data to tailor their offerings, and farm markets can do the same.

Why it matters: Demographics reveal age, income, household size and cultural preferences. This helps you decide what to grow and how to market it.

Tools you can use

• U.S. Census Bureau and city-data.com for local population insights.
• Penn State Extension Farm Market Resources for best practices.
• US Farm Data for agricultural-specific trends.

Example: If your county’s median age is 39 and most households have two people, family entertainment may not be as effective as farm-to-table dinners or adult-focused experiences. If 18% of your population has English as their second language, consider adding culturally relevant produce or recipes.

Differentiating your market

Your community likely has dozens of grocery stores.

What makes your farm market stand out? Today’s consumers, especially millennials and Gen Z, want experiences and values, not just products.

Industry trend: The U.S. agritourism market is projected to grow at an 11.9% annual rate through 2030. This means experiences like pick-your-own, farm dinners and seasonal events are powerful tools for attracting customers.

Ideas to try:

• Farm-to-table events: Showcase your produce in a memorable dining experience.
• Pick-your-own activities: Apples, berries or pumpkins create family traditions.
• Educational workshops: Cooking classes or sustainability talks appeal to eco-conscious buyers.

Build a strong online presence

With most adults online, digital marketing is essential. According to Penn State Extension, 90% of U.S. adults use the internet, making social media and websites key platforms.

Online best practices:

• Create a mobile-friendly website with your story, product list and hours.
• Use Instagram and Facebook for behind-the-scenes content and seasonal updates.
• Offer online ordering or CSA subscriptions for convenience.

Pro tip: Many successful markets use QR codes on packaging to share farm stories and sustainability credentials.

Leverage customer data

Collect emails at checkout or through online orders. Use newsletters to promote events and loyalty programs. Surveys and focus groups help you adapt offerings to customer preferences.

Highlight your unique selling points

Consumers increasingly value local, sustainable and health-focused products. Promote what makes your farm special, whether it’s organic certification, heirloom varieties or regenerative practices. Storytelling builds trust and loyalty.

Industry trends to watch:

• Hyper-local sourcing and regenerative practices are top marketing trends.
• Direct-to-consumer sales and CSA models continue to grow.
• Agritourism revenue for U.S. farms exceeded $1.26 billion in 2022 and is rising steadily.

Action steps for farm market owners

• Analyze your demographics: Use census and local data to understand your community.
• Identify gaps: What products or experiences aren’t available at local grocery stores?
• Create experiences: Add agritourism activities like pick-your-own or farm dinners.
• Go digital: Build a strong social media presence and mobile-friendly website.
• Collect customer data: Use email lists and surveys to stay connected.
• Tell your story: Share your farm’s mission and values across all platforms.
• Monitor trends: Stay ahead with sustainability, local sourcing and experiential marketing.

–Brian Moyer is an educational program associate with Penn State Extension. As founder of PA Farm Markets LLC and founder and manager of the Skippack Farmers Market, Moyer specializes in assisting farmers markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.