1

Evaluation of the USDA 

Farmers Market and Local 

Food Promotion Program 

(FMPP and LFPP)

INTRODUCTION

The U.S. Congress authorized the FMPP and LFPP 

in the 2018 Farm Bill under the Local Agriculture 

Marketing Program. Through the grant program, USDA 

Agricultural Marketing Service (AMS) funds projects 

supporting direct-to-consumer marketing (FMPP) and 

local and regional food system intermediaries (LFPP). 

Grant recipients include agricultural businesses or 

cooperatives, producer networks or associations, 

nonprofits, institutions of higher education, and other 

private or public organizations. 

In 2014, AMS invested $27 million of funds in nearly all 

50 states and 4 territories for 376 projects.1

 In order to 

better understand the successful outcomes and impact 

of the program, AMS partnered with Kansas State 

University to analyze qualitative and quantitative data 

from the 2014 grant recipient final performance reports, 

interviews, and surveys. Altogether, the evaluators 

determined that for every dollar invested through grant 

funding, $2.67 was generated into local and regional 

economies. The evaluators found that grant recipients 

enhanced direct and intermediate agricultural marketing 

through several ways. 

REDUCED BARRIERS TO ENTRY

FOR NEW BUSINESSES

• Assisted 989 new and beginning producers

enter local or regional food markets.

• Trained nearly 8,000 vendors in business

licensing and financing.

1 At the time of evaluation in October 2018, the most recently 

completed grant projects were initiated in Fiscal Year 2014.

A study of 2014 projects

• 64% of grant recipients reported increasing the

number of agricultural producers selling in local

and regional markets.

• 81% of LFPP grant recipients incubated new

businesses.

INCREASED BUSINESS CAPACITY

• 68% of grant recipients reported increasing

production or processing, including of valueadded products.

• 49% used funds to offer food processing

training, which allowed businesses to try

marketing new value-added products.

• 45% used funds to incubate businesses in

shared-use kitchens, warehouses, or provided

delivery logistics.

• Increased product offerings or expanded

delivery options at 774 farmers markets, 82

roadside stands, 91 community supported

agriculture programs.

INCREASED INSTITUTIONAL AND WHOLESALE 

MARKET ACCESS THROUGH TRAINING AND 

CERTIFICATION IN FOOD SAFETY

• Certified more than 3,000 producers and

processers in USDA Good Agricultural Practices

(GAP) or Good Handling Practices (GHP)

certification, which are required by some

institutional and wholesale buyers.

• Offered food safety training to more than 7,000

people.

Agricultural

Marketing 

Service

July 2021

RESEARCH BRIEF
2

STRENGTHENED TIES BETWEEN

BUSINESSES AND LOCAL COMMUNITIES

• 90% of grant recipients reported establishing 

food chain linkages and relationships with 

schools, restaurants, city/regional planning 

groups, philanthropies, and food banks.

• 70% connected rural producers to urban 

markets.

• 80% funded consumer outreach and 

promotional activities.

SUSTAINED AND GREW

BUSINESSES LONG-TERM

• 80% of grant recipients sustained business or 

project activities after grant completion.

• 66% reported long-term increases in customer 

base, which totaled 3.5 million people.

RECOMMENDATIONS FOR USDA

• Consider increased funding for new grant 

recipients. At least 14% of grant recipients had 

previously received funding, and 21% went on 

to receive funding between 2015 and 2017.

• Connect grant recipients to other USDA 

programs that would fund project activities 

outside of the scope of FMPP and LFPP.

• Facilitate grant recipient peer networks. To 

meet this need, AMS will continue hosting 

grants convenings for recipients to share ideas 

and learn from each other.

• Improve recipients’ ease of data collection and 

outcome reporting. In 2020, AMS conducted 

an extensive stakeholder engagement process 

to evaluate current program performance 

measures and propose new ones that better 

reflect these and stakeholder goals. AMS has 

already begun to provide training across grant 

programs starting in October 2021. 

CONTACT INFORMATION

USDA Agricultural Marketing Service

Grants Division

Email: USDAFMPPQuestions@usda.gov (FMPP)

Email: USDALFPPQuestions@usda.gov (LFPP)

This study was created in fulfillment of a cooperative research agreement between the United States 

Department of Agriculture – Agricultural Marketing Service (USDA AMS) and the Kansas State University. 

The opinions and conclusions expressed in this report do not necessarily represent the views of USDA or 

AMS. Find the full report here: https://krex.k-state.edu/dspace/handle/2097/39626 

Photo Credit: USDA

USDA is an equal opportunity provider, employer, and lender.

Martin Rodriguez sells his vegetables at the Corona Farmers 

Market in Queens, New York, one of the most dynamic and 

diverse farmers markets in the city steps away from the subway 

and mass transit system.