2023 farm market statistics highlight resilience and growth

Farmers markets and retail farm markets continue to connect consumers with locally sourced produce and goods while fostering community engagement and supporting small- and medium-scale farmers. Results from the 2023 Benchmark Survey of farm markets, conducted as part of a USDA Farmers Market Promotion Program grant, provide valuable insights. These farm market statistics highlight the trends, innovations, and opportunities shaping this dynamic sector.

Ownership and market types

Survey results showed that 94% of respondents own or manage a market, demonstrating the strong commitment of individuals to sustaining these vital community hubs. Open-air farmers markets accounted for the majority of responses (56.76%), followed by retail farm markets or on-farm markets (27.03%) and indoor public markets (8.11%).

Business expansion and improvement

Farm market operators actively expanded and improved their businesses in 2023 to meet evolving consumer demands. Respondents reported growth strategies that included adding new products (28%), expanding existing markets (21%), refreshing layouts (13%), and enhancing marketing strategies (20%). These steps show how operators enhance the customer experience and stay competitive.

Employment trends and challenges in farm market statistics

Survey responses emphasized the role of human capital in farm market success. While some markets relied on volunteers, others hired multiple full-time equivalent (FTE) positions. However, 35% of respondents reported staffing shortages, showing that hiring challenges remain a significant barrier. Addressing these workforce gaps will be critical to sustaining growth.

Vendor representation and customer engagement

The survey data confirmed that farm markets serve as essential platforms for vendors to showcase products and connect with customers. Some markets featured over 100 rotating vendors, enriching consumer offerings and strengthening local economies. The farm market statistics also revealed an 11% mean increase in customer numbers compared to the previous year, signaling strong consumer engagement.

Business performance and growth

Despite challenges such as supply chain disruptions and weather-related impacts, farm markets demonstrated resilience. Respondents reported a 17% mean increase in gross sales compared to 2022. These farm market statistics highlight both the economic contribution and the continued appeal of farm markets in a shifting marketplace.

Looking ahead

Innovation matters. Lessons learned from the past year will help operators refine strategies around expansion, workforce development and customer engagement. By doing so, farm markets can thrive as vibrant community hubs that celebrate local agriculture and strengthen connections between producers and consumers.

— Written by Brian Moyer

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 farmer markets, retail farm markets, direct-to-consumer sales, and new and beginning farmers with marketing, business and regulatory issues.