Transportation and Marketing 

Farmers Market Promotion Program 

Fiscal Year 2019 

Description of Funded Projects 

Number of Grants Awarded: 49 

Amount of Funds Awarded: $11,744,365.78 

For more information, please visit the grant program's website: https://www.ams.usda.gov/fmpp 

NOTE: The below project descriptions were provided by the grant recipients. 

Alabama 

Recipient: City of Tuscaloosa Award Amount: $159,299.00 

Tuscaloosa, AL Match Amount: $55,602.00 

Project Type: Capacity Building Total Project Amount: $214,901.00 

Tuscaloosa Farmers Market Expansion Program 

The Tuscaloosa Farmers Market Expansion Program will create five mobile Farmers Markets to reach every district in the city 

throughout the growing season. These neighborhood Farmers Markets will provide locally sourced produce and goods for 

people that cannot or do not have access to the main, year-round Farmers Market in the Tuscaloosa River Market. The 

seasonal neighborhood Farmers Markets will last from April until September. This program will also increase access to 

healthy food options for economic disadvantaged neighborhoods by increasing access to Farmers markets that will also serve 

as CSA pickup locations throughout the city where people can pick-up online produce purchases. This project will directly 

support 70 direct vendors and help expand the Farmers Markets to locations throughout the city. 

Alaska 

Recipient: Southeast Alaska Watershed Coalition Award Amount: $207,776.00 

Juneau, AK Match Amount: $51,994.00 

Project Type: Capacity Building Total Project Amount: $259,770.00 

Strengthening Farmers and Farmers Markets in Southeast Alaska: Building a Regional Network of Markets and 

Producers. 

In response to the need for networking opportunities, business development training, and expanding customer base, the 

Southeast Alaska Watershed Coalition (SAWC) and its diverse partners will increase direct producer-to-consumer sales of 

agricultural products in Southeast Alaska. This project aims to do so by 1) improving direct farmer-to-consumer market 

opportunities through targeted marketing campaigns, and 2) increasing the marketing capacity of farmers through the 

establishment of the SE Alaska Farmers Marketing network to provide outreach, marketing training, and technical 

assistance. 
 

 

 

 

Arizona 

Recipient: Ajo Center for Sustainable Agriculture Award Amount: $245,685.00 

Ajo, AZ Match Amount: $64,761.00 

Project Type: Capacity Building Total Project Amount: $310,446.00 

Development of Direct Producer-to-Consumer Markets on the Tohono O'odham Nation, Arizona 

In order to improve economic opportunities for producers in remote rural areas of Southern Arizona, strengthen community 

food systems, and increase access to and availability of locally-produced, healthy, and culturally-appropriate foods on the 

Tohono O’odham Nation, which is a designated “food desert” and has one of the highest rates of obesity and diabetes, the 

Ajo Center for Sustainable Agriculture is partnering with the Tohono O’odham Community College, Alexander Pancho 

Memorial Farm, San Xavier Coop Farm, Tohono O’odham Soil and Water Conservation District, and other stakeholders and 

collaborators to establish regular direct producer-to-consumer opportunities on the reservation over the period of next three 

years. To achieve a sustainable result, the partners will 1. Conduct a market analysis and strategic planning, and develop 

marketing campaign for direct producer- to-consumer market opportunities on the Tohono O’odham Nation; 2. Start a 

farmers market in Sells, AZ which will accept WIC, SNAP/EBT and Double Up Bucks; 3. Recruit, educate and train local 

farmers, ranchers, wild foods gatherers and value-added producers; and 4. Recruit consumers in support of direct producerto-consumer markets. This farmer-led project will transform occasional and sporadic local sales into a stable regular local 

opportunity for both producers and consumers and thus substantially increase sales and consumption of locally and 

regionally produced agricultural products by reaching at least 10,000 consumers, including children and youth. The project 

will increase capacity of at least 30 farmers and ranchers, of which at least 75% are socially disadvantaged, 15 wild food 

foragers and 30 value-added producers. 

California 

Recipient: Agricultural Institute of Marin Award Amount: $499,770.00 

San Rafael, CA Match Amount: $125,000.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $624,770.00 

Growing Success: Expanding Career Pathways and Experiential Learning at the Farmers Market 

This project is designed to create career pathways and expand experiential learning at the eight certified farmers markets 

operated by the Agricultural Institute of Marin (AIM). The project’s primary goal is to retain and expand direct marketing 

opportunities for producers who face increasing competition in an increasingly complex and competitive food landscape. AIM 

will deliver 3 annual training workshops and offer technical support to over 150 small-scale and mid-sized farmers and 

producers from 40 California counties. AIM will manage a team of consultants from nine organizations to deliver intensive 

technical assistance to producers in a range of topics, including business development, social media, finance, regenerative 

agriculture, and food production. AIM will also incorporate training in technology strategies to support producers, including 

enlisting producers in a mobile “App,” and creating a web-based job board listing jobs or internships at the farmers markets. 
 

 

Recipient: California State University, Chico Research Foundation Award Amount: $424,133.00 

Chico, CA Match Amount: $106,037.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $530,170.00 

Local Producer Marketing, Technical Assistance, and Feasibility 

The North State Planning and Development Collective (NSPDC) at California State University (CSU), Chico Research 

Foundation is proposing to provide comprehensive training and networking opportunities to assist two sectors within the 

agricultural producers and food manufacturers operating in Northern California: cottage industries poised to scale up 

production to boutique retail, and artisan producers poised to scale up to regional or national distribution. Currently, there 

is a limited amount of training available to agricultural producers, processors and manufacturers in Northern California, 

particularly in the Sacramento Valley. The NSPDC will tap experts to supply this needed technical assistance paired with 

their own marketing, data and economic analysis expertise. Glenn County has been selected as the focus and location for 

this project because of its recent successes supporting these sectors and its growing agricultural economy. NSPDC will offer 

two course series annually, one tract targeting cottage producers and the other tract targeting artisan producers utilizing 

subject matter experts on the following topics: Small Business Fundamentals; Leveraging Social Media; Sales and Shipping; 

Identify, Branding and Retail Sales; Exposure and Creating Prestige; and, Growing Out of Direct Sales. The NSPDC proposes 

to develop a network of successful and seasoned businesses to serve as a mentoring network to younger, less experienced 

businesses in these sectors. The network will provide expert advice, best practices and other resources as identified by the 

local food producers, growers and manufacturers. The final product of this proposal is to facilitate a feasibility study for a 

co-packing facility with a potential location in Glenn County. 

Recipient: Everyone's Harvest 

Marina, CA 

Project Type: Capacity Building 

Growing Direct Market Sales with Community Partners in Monterey County 

Award Amount: 

Match Amount: 

Total Project Amount: 

$184,390.00 

$47,100.00 

$231,490.00 

Everyone’s Harvest’s (EH) certified farmers markets and nutrition programs--Market Match, Edible Education, and Fresh Rx -

serve diverse communities and low-income families. The project will grow direct producer-to-consumer sales opportunities 

for minority-owned new farm businesses, building on an existing promotional campaign using Everyone’s Harvest’s Market 

Analysis and growth tools, including a database of low-income EBT shoppers, to make local organic foods accessible for 

families who often would not otherwise access them. The Project will execute a comprehensive marketing strategy to 

engage community partners to bring new shoppers to farmers markets and build repeat customers. Project objectives 

include increasing direct farmer sales to EBT/CalFresh customers at Everyone’s Harvest’s farmers markets by 50%; growing 

Everyone’s Harvest newest farmers market in Seaside, California; and growing partnerships with local chefs and restaurants 

through Everyone’s Harvest Edible Education program. 

Recipient: Fresh Approach Award Amount: $199,001.90 

Concord, CA Match Amount: $49,750.48 

Project Type: Capacity Building Total Project Amount: $248,752.38 

Collaborating Across Government and Non-profit Agencies to Promote Local Farmers' Markets and Increase SNAP 

Spending at Farmers' Markets 

This project will coordinate the expansion of proven outreach and promotion strategies to increase the number of 

Supplemental Nutrition Assistance Program (SNAP) recipients’ shopping at farmers markets. By partnering with the County 

Public Health Department, the Food Bank and County SNAP administrators, farmers market operators and community-based 

organizations, this project offers a multi-pronged strategy to increase access to locally grown produce for low-income 

populations by increasing the utilization of SNAP at local farmers markets. The increased awareness built by this project 

around farmers markets, SNAP use, and other financial incentives in San Mateo County will show ripple and lasting effects in 

other San Francisco Bay Area SNAP communities by enhancing the demand for locally produced food and increasing the 

number of low-income shoppers at farmers’ markets to create sustained impacts after this project ends. 
 

 

 

 

 

 

 

 

 

 

Recipient: Sustainable Economic Enterprises of Los Angeles Award Amount: $249,341.61 

Los Angeles, CA Match Amount: $62,414.04 

Project Type: Capacity Building Total Project Amount: $311,755.65 

Bringing the Farmers Market to Your Phone: Implementing a Direct Marketing Mobile App and Delivery Service in 

Southern California. 

Sustainable Economic Enterprises of Los Angeles (SEE-LA) will launch the first mobile farmers’ market app and delivery 

service in Southern California. The SEE-LA Farmers’ Market App will allow wholesale and retail customers to pre-order from, 

and communicate directly with, market vendors. Customers will have the option to pick up their order at the market for an 

expedited shopping experience or to choose local delivery. A partnership between Crave Food Systems and SEE-LA leverages 

existing market infrastructure to respond to changing technology needs to expand direct producer-to-consumer markets for 

independent farms and ranches. By introducing a bilingual mobile sales app and delivery services to our six markets, we will 

establish a new farmers’ market customerbase and expand direct producer-to-consumer revenue for our farm and ranch 

vendors. During the project period, we will recruit and assist vendors in creating customer accounts, launch and market the 

app to English- and Spanish-speaking consumers, build strategic partnerships for a retail and wholesale delivery program, 

coordinate a stakeholder advisory group, and establish a loyalty and rewards program to incentivize consumer participation. 

Colorado 

Recipient: San Luis Valley Local Foods Coalition Award Amount: $245,963.14 

Alamosa, CO Match Amount: $65,919.83 

Project Type: Capacity Building Total Project Amount: $311,882.97 

Four Farmers Markets in Rural Southern Colorado's Agricultural San Luis Valley - Why Local How Local 

The San Luis Valley (SLV) Local Foods Coalition, with a mission to foster an equitable local food system, brings forward an 

important strategy of the community’s Local Foods Local Places plan with this FMPP project. This project will vitalize the 

economy with local foods by infusing resources into SLV markets. It will build a connected SLV farmers market network that 

will leverage assets and conduct market promotion. The "How Local Why Local" education strategy will provide consumers 

with important knowledge using the much-loved “MOKI” mobile kitchen recently upgraded to meet food safety standards. 

Low- income purchasing tools SNAP and Double Up Food Bucks will be used to enable equitable access. These activities are 

expected to increase participating farmers annual sales allowing farmers to keep product prices reasonable for the 

community. 

Connecticut 

Recipient: Hartford Food System, Inc Award Amount: $94,503.00 

Hartdord, CT Match Amount: $23,645.00 

Project Type: Capacity Building Total Project Amount: $118,148.00 

Growing Connections: Establishing a Farmers Market Collaborative in Connecticut 

This project will expand existing efforts to build capacity of farmers’ markets in Connecticut by surveying farmers markets, 

training farmers market managers and farmers, convening stakeholders, identifying and promoting opportunities for 

collaboration, and setting up frameworks for long-term collaboration and policy advocacy. Connecticut Food System Alliance, 

a grassroots network sponsored by Hartford Food System, will work with partners across the state. We will connect farmers 

markets to regional efforts to increase consumption of local food, led by Food Solutions New England. We will develop 

messaging that fosters pride and participation in both the Connecticut Grown brand and in the regional food system. The 

developed messaging and networking approaches will be documented and shared for potential replication in other regions to 

foster stronger food systems. Outcomes of this project include: improved marketing and other skills for farmers selling directto-consumer, improved access to Connecticut grown produce in low access communities, collected best practices for 

municipalities to support farmers’ markets, and increased local and regional food consumption. In addition, the project 

learnings and outcomes will be used to inform the emerging Connecticut Food Action Plan which the Connecticut Food 

System is partnering with others to develop. 
 

 

 

 

 

 

Recipient: University of Connecticut Award Amount: $498,811.00 

Storrs, CT Match Amount: $124,843.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $623,654.00 

Growing Direct Sales for Northeastern Connecticut Farms 

In the 23 rural towns of Northeastern Connecticut, agriculture and its scenic contributions is widely embraced. The Last 

Green Valley, a National Heritage Corridor that encompasses much of the region, is a tourist destination known for its 

quintessential New England rural landscape. Residents take pride in the agricultural heritage of the region, but too few are 

committed to purchasing food from direct-market producers in their midst. Farmers' markets have low attendance, CSA 

farms struggle to sign up members each spring, and farm stands have uneven sales. Through this project, UConn Extension 

and its collaborators aim to increase sales and customers for direct-market producers in Northeastern Connecticut and 

increase consumption of locally grown food. Our project will 1) invest in a research-informed, audience-centric marketing 

campaign to increase customers for direct-market producers; 2) deliver community presentations and outreach activities in 

order to increase the number of residents informed about why, how and where to buy local products; and 3) improve the 

marketing reach of direct-market producers through new marketing trainings and resources. The project's approach is rooted 

in UConn Extension's capacity to deliver outreach and facilitate collaboration, the expertise of a professional marketing 

agency, the regional know-how of key collaborators, as well as the active contributions of a nine-member Farmer Advisory 

Team. Over the course of three years, the project expects to increase direct-market producer sales by 15%, increase 

customers by 20%, and expand market opportunities for 70 direct-market producers. 

Delaware 

Recipient: Food Bank of Delaware Award Amount: $244,703.00 

Newark, DE Match Amount: $89,176.00 

Project Type: Capacity Building Total Project Amount: $333,879.00 

Increasing the Exposure of Customers and Clients to Local Agricultural Products through the Food Bank of Delaware's farm 

and CSA sales. 

The Food Bank of Delaware (FBD) will provide clients shares in the organization’s Community Supported Agriculture program 

(CSA) to increase their access to local produce. Clients will be able to supplement those distributions with purchases of locally 

sourced products in the farm stand using SNAP and other eligible benefits. Volunteers, along with other donors will also be 

offered the opportunity to purchase shares in the CSA, as well as purchase products at the farm stand. The combination of 

hands on agricultural activities, access to local products through the CSA and farm stand and education and outreach classes 

provides an opportunity to engage a diverse audience and customer base in the agricultural food system. Local growers and 

producers will be promoted through farm and CSA sales ensuring that customers are made aware of where the products are 

sourced from. 
 

 

 

 

 

 

 

District of Columbia 

Recipient: World Central Kitchen Award Amount: $105,452.13 

Washington, DC Match Amount: $26,745.60 

Project Type: Capacity Building Total Project Amount: $132,197.73 

Expanding Smallholder Farmers' Access to Markets and Agritourism in Puerto Rico 

World Central Kitchen (WCK) aims to help smallholder farmers in Puerto Rico rebuild their productive capacity and exceed 

their pre-hurricane María output of produce, animal proteins, and added-value products as well as to gain increased access to 

diverse markets in their communities and across the island. Our support is intended to help farmers recover as well as to 

increase their capacity for food production, distribution, sales, technical knowledge, and business skills over the long-term. 

WCK’s well-connected position in the hospitality industry can assist farmers in increasing their sales by gaining access to 

WCK’s network of distributors, restaurants, and hotels, as well as to our capacity-building programs and trainings. WCK has 

identified a need and interest to increase access to fresh, nutritious produce in low-income urban areas, and to connect 

tourists with agritourism experiences in rural communities. WCK’s goal is to establish a regular organic Farmers Market in the 

island’s capital that can provide a viable and worthwhile option for smallholder farmers who cannot enter into or compete 

with the island’s more commercial farmers markets. Through our Agritourism Program, WCK will guide travelers from city 

hotels to rural communities in which they can volunteer on farms thus contributing not only their human capital in terms of 

community and farm service, but also tourism dollars from the visitor economy to these underserved rural areas. 

Georgia 

Recipient: Barrow County Board of Commissioners Award Amount: $65,250.07 

Winder, GA Match Amount: $21,750.00 

Project Type: Capacity Building Total Project Amount: $87,000.07 

The Barrow County Farmers Market 

Establishment of a Barrow County Farmers Market will meet the desire for fresh, sustainably grown food that sustains the 

local community. This market will meet the need for access to fresh food in two low income, low access tracts. The market 

will be located behind the Barrow County Historic Courthouse, which is located in one of these low-income tracts, and less 

than .5 miles from another. The goals of the market are to 1) increase market opportunities for new and beginning farmers;

2) promote local agriculture; 3) increase farmer profitability; and 4) increase consumer access and utilization of fresh local 

food. The anticipated outcomes for this grant are the implementation of a weekly farmers market that will be open nine 

months of the year with 20 participating vendors. In addition, the market will provide training for farmers and educational 

opportunities for consumers. 
 

 

 

 

 

 

 

Hawaii 

Recipient: Sustainable Molokai Award Amount: $407,061.00 

Hoolehua, HI Match Amount: $101,968.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $509,029.00 

Development of Hawaii Farmers Market Association and Supporting Resources 

The overarching goal of this project is to strengthen Hawaii's community food systems by improving a key component of 

them—our farmers markets. There are currently a significant number of farmers markets (100+) across six of the Hawaiian 

Islands; however, that number is often changing, as many of the markets struggle to remain operational and to offer various 

services, such as accepting SNAP-EBT payments. This instability has negative impacts on both farmers and customers, 

especially low-income customers. To address this issue, this project will (1) conduct a statewide Farmers Markets Needs 

Assessment to determine what the key challenges are; (2) develop technical assistance resources to address those 

challenges—including a Hawaii State Farmers Market Managers Manual—and deliver trainings to provide market managers 

with the information/skills they need to prevent market failure as well as to increase acceptance of SNAP-EBT and offering of 

Double Bucks; and (3) identify members of a Hawaii Farmers Market advisory group and assist in the legal incorporation of 

the Hawaii Farmers Market Association. The intention is that this Association will go on to be an independent entity that 

continues to support farmers markets across the state, and collaboratively seeks and implements solutions to the issues they 

are facing. These combined results will enhance farmers markets collective success and stability, expand community access to 

healthy local foods, increase farm/ranch profitability, and contribute to the development of more sustainable and equitable 

regional food systems. 

Illinois 

Recipient: Global Garden Refugee Training Farm Award Amount: $121,144.00 

Montgomery, IL Match Amount: $30,891.00 

Project Type: Capacity Building Total Project Amount: $152,035.00 

Expanding Market Opportunities for Refugee Farmers in Illinois 

Global Garden Refugee Training farm proposes to improve food safety practices and increase earnings from 

direct-to-consumer produce sales for six displaced refugee farmers who have established incubator plots at GGRTF in 2019 

through formal training in crop sales and marketing, in-field technical assistance, assistance with increasing outlets for direct 

sales to consumers and local restaurants which buy produce direct from farmers, and GAP certification. Proposed project 

activities will increase farmer earnings beyond the 2019 base line, open new markets to these farmers through GAP 

Certification and identification of previously unfamiliar mainstream and niche markets, and improve the quality and shelf-life 

of farm produce through better food safety and post-harvest practices. Training will focus on crop selection and planning to 

match consumer demand, promotion of value-added crops such as baby greens and prepared salad greens which sell for 

higher prices, and food safety and post-harvest handling to improve crop shelf-life for consumers. It is expected that this 3-

year project will increase each of six participating farmers’ individual income from an baseline of $2,770 to at least $5,000 

per year, for a more than 200% increase in farmer income; expand customer counts by 300%; double the number of farmers 

markets where participants sell produce from 2 to 4; and increase the number of local chefs and restaurants, and other local, 

independent retailers who purchase produce directly from the farmers from one to 4. At least 10 socially disadvantaged 

farmers will receive 52.5 hours of formal training and 10 hours each of one-on-one technical assistance for marketing, sales, 

and post-harvest food safety. 
 

 

 

 

 

 

 

 

 

Recipient: The Experimental Station Award Amount: $120,271.00 

Chicago, IL Match Amount: $34,077.00 

Project Type: Capacity Building Total Project Amount: $154,348.00 

Experimental Stations 61st Street Farmers Market Increasing Farmer Profitability, Enhancing Food Access, and Creating 

Employment Opportunity 

Experimental Station aims to increase access to and consumption of locally grown agricultural products and to provide 

additional forms of support to new and established direct-market producers by 1) offering a 61st Street Farmers Market 

shuttle for Jackson Park Terrace adults and families and other local residents to reduce mobility barriers to the Market; 2) 

undertaking expanded Market promotion in the 3-block radius around the Market and across Chicago’s south side; and 3) 

providing farmers market seller job training and employment opportunities for young African-American adults residing in the 

community. 

Iowa 

Recipient: Healthy Harvest of North Iowa Award Amount: $240,888.00 

Kanawha, IA Match Amount: $65,248.50 

Project Type: Capacity Building Total Project Amount: $306,136.50 

Expanding Customer Base and Market Development Through Online Sales in North Iowa 

During the 2020 and 2021 market seasons, Healthy Harvest of North Iowa will partner with the University of Northern Iowa’s 

(UNI) Local Food program and North Iowa Fresh, LLC (NIF) to pilot a local food online ordering system for curbside order 

delivery at five local farmers markets. This will build on NIF’s successful use of Local Food Marketplace, an online ordering 

platform, by increasing the number of farmers utilizing the system, and adding a broader audience base, with the aim of 

increasing local food purchases in North Iowa. We will promote the farmers markets and online sales options through a 

variety of promotional opportunities including digital billboards, social media, and radio. This project will improve the success 

of farmer markets across North Iowa by reaching a new audience of online shoppers and help increase consumption and 

access of locally produced agricultural products benefiting both consumers and producers. This new market opportunity will 

also assist farmers market vendors by encouraging pre-orders, providing a source of risk management. 

Kansas 

Recipient: Lawrence Farmers Market, Inc. Award Amount: $154,894.49 

Baldwin City, KS Match Amount: $38,775.26 

Project Type: Capacity Building Total Project Amount: $193,669.75 

Plowing New Ground: Capacity building for expansion of the Lawrence Farmers Market 

The Lawrence Farmers Market (LFM) seeks to broaden the base of farmers market customers through creative, consistent 

outreach, grow farmer-vendor revenues through technical assistance and training, and position the LFM board and partners 

to design a long-term location for the market. These objectives build upon a previous collaboration with our Douglas County 

Food Policy Council to assess the strengths and weaknesses of our county’s farmers market sector. This grant project seeks 

to grow farmers market community and forge stronger connections between consumers and the farmers that grow their 

food. This will be facilitated by a permanent location with amenities that improve both the vendor and shopper experience. 

The vendors at the market will have the tools they need to increase sales through improved signage, product display, and 

sampling. Potential farmers market shoppers in the community will be better informed of the market locations, times, and 

available products. Partnerships between LFM and community partners will be strengthened and formalized. And finally, 

the Board will have the tools they need to facilitate productive decision-making for the market’s future. 
Kentucky 

Recipient: Kentucky Horticulture Council, Inc. Award Amount: $495,668.00 

Lexington, KY Match Amount: $126,271.62 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $621,939.62 

Strengthening Kentucky's Direct Marketing Network 

The Kentucky Horticulture Council’s Strengthening Kentucky’s Direct Marketing Network project will leverage strong 

partnerships to improve and increase capacity of agriculture producers state-wide who are selling directly to consumers. 

Project stakeholders note high consumer demand for locally-produced foods in urban and rural areas, but often there is 

limited availability of and access to local foods. Project goals are to 1) create a formal direct marketing network for direct-toconsumer operations to address the need for better access to and availability of local food in Kentucky; 2) provide training 

and technical assistance that will improve farmer capacity and local food quality; and 3) implement a strategic marketing and 

promotion campaign that will increase grower competitiveness, increase sales, create jobs and, ultimately, increase farm 

revenue. The project is expected to provide educational programs and technical assistance to at least 80 farmers markets, 12 

CSA operations, 117 on-farm and other markets, 38 agritourism venues, and 2,000 individual producers. Implementing a 

strategic marketing campaign is expected to reach an additional 17,090 producer and consumer stakeholders. Expected 

outcomes include better-educated prospective, new, and experienced producers and consumers as well as expanded direct 

producer-to-consumer opportunities which will increase access to and availability of locally-produced agricultural products in 

Kentucky. 

Maine 

Recipient: Maine Federation of Farmers Markets Award Amount: $160,111.00 

Belfast, ME Match Amount: $45,781.44 

Project Type: Capacity Building Total Project Amount: $205,892.44 

The Workplace To Market Project 

Workplace to Market is a collaborative, multi-faceted project that aims to cause consumer behavior change through targeted 

incentives to working-age adults at their workplace. Project partners will trial and monitor the impact of shopping incentive 

models that drive new customers to farmers’ markets. The findings will be shared through online and print resources, serving 

as a new marketing strategy for farmers’ markets across the country to use. The project goals are to 1) increase the number 

of new shoppers patronizing farmers markets and other direct-to-consumer outlets across Maine through workplace 

incentives with local employer-partners; 2) create a toolkit resource in print and online for farmers markets to utilize in 

cultivating new business partners; and 3) conduct a promotional campaign to educate consumers and cultivate new 

partnerships among employers and farmers markets. Outcomes include an increase in farm sales and an increase in the 

number of new and returning customers at farmers’ markets over the long haul. A toolkit, based on the piloted models and 

the findings of various partnerships across Maine, will be developed and distributed as a resource for farmers to develop 

their own partnerships with employers in their communities. 
 

 

 

 

 

 

 

Massachusetts 

Recipient: Mill City Grows, Inc. Award Amount: $250,000.00 

Lowell, MA Match Amount: $63,880.00 

Project Type: Capacity Building Total Project Amount: $313,880.00 

Fresh Food in Every Language: Expanding Access to Fresh Produce through Culturally Competent Marketing, Outreach, and 

Education 

Lowell, MA residents have many obstacles to procuring fresh, culturally relevant produce. 20% of families with children live 

below poverty level, 25% of residents are refugees or immigrants, and many residents struggle with diet-related diseases. 

Specifically, Lowell’s large population of Cambodian Americans have a 38% rate of diabetes (much higher than in the general 

population). Local studies have shown that a lack of translation and interpretation services remains a major obstacle to 

positive healthoutcomes for our diverse community members. The Fresh Food in Every Language program, led by Mill City 

Grows (MCG), will increase the supply of fresh, affordable, locally-grown and culturally relevant food to low-income 

customers in Lowell. To do this we will create a multi-lingual and culturally competent marketing campaign to reach the large 

population of Cambodian Americans living in Lowell, including experiential taste tests and food demos; and increase the 

number of growers producing and selling culturally-relevant produce. Through these activities we will increase consumption 

of locally produced food through Farmers Markets, Mobile Markets and CSAs; increase number of residents who know 

where to access and learn about local produce through demonstrations; increase customers and sales of local agricultural 

products; create and sustain local jobs and careers in agriculture, particularly for refugee and immigrant growers; and 

increase the cultural competency of Lowell’s local food system, expanding the customers base of Farmers Markets, Mobile 

Markets, and CSAs to be inclusive of Lowell’s diverse language communities. 

Recipient: Southeastern Massachusetts Agricultural Partnership Award Amount: $488,185.40 

S. Dartmouth, MA Match Amount: $122,629.03 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $610,814.43 

Welcoming Markets: Training and Promotion to help Massachusetts Farmers Markets Better Serve Low-Income Community 

The goal of this project is to support farmers markets to serve low-income communities and expand access for local farmers. 

This project will help farmers and farmers markets ability to attract and retain SNAP customers, increasing market attendance 

and sales through improved training and technical assistance, better advertising and reciprocal communications. SEMAP, the 

lead agency, and collaborators will conduct 21 training workshops or networking meetings; direct assistance to markets and 

farmer vendors and outreach and promotions to LI/LA communities through improved multilingual signage, printing and 

distribution of materials to market SNAP, HIP, WIC and Elder coupons, advertising, and outreach to service providers; support 

for a state-wide network of service providers; and program evaluation. The work outlined will result in 250 direct-market 

farmers increasing sales, 400 gaining knowledge, and sales increases of five percent. 

Recipient: Town of Weymouth Award Amount: $171,570.00 

Weymouth, MA Match Amount: $71,555.00 

Project Type: Capacity Building Total Project Amount: $243,125.00 

The Weymouth Farmers Market Sustainability Study & Plan 

The purpose of the Weymouth Farmers Market Sustainability Study & Plan is to address the threats to the sustainability of 

the Weymouth Farmers Market including, but not limited to: location; attendance/participation; management; and achieving 

the market’s mission long-term. This proposal will study the current market and analyze its outcomes through the use of a 

full-time Market/Program Manager. In addition, a study will be conducted to identify how the farmer’s market can improve 

its service as a direct producer-to-consumer market opportunity. 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

Michigan 

Recipient: Michigan Farmers Market Association Award Amount: $362,791.00 

East Lansing, MI Match Amount: $105,315.93 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $468,106.93 

Promoting Michigan Farmers Markets to Residents and Tourists and Tracking Impacts on Consumer Attendance and Sales 

Through this project, MIFMA will work to enhance the viability of Michigan farmers markets by expanding consumer 

awareness of, attendance, and purchasing at Michigan farmers markets. The project will include a robust statewide consumer 

outreach campaign targeting residents and tourists alike, developing and strengthening technology tools that help consumers 

find local farmers markets, and strong evaluation to gauge the impact of this work on farmers market attendance and 

consumer purchasing. Efforts will be sustained by training market managers and providing them with tools and templates to 

support their individual outreach, market evaluation and reporting efforts. Our overarching goal is to sustain and grow 

farmers markets as a means of ensuring the viability of farmers and ranchers selling direct to consumers in Michigan. 

Minnesota 

Recipient: Arrowhead Economic Opportunity Agency Award Amount: $240,586.00 

Virginia, MN Match Amount: $64,489.00 

Project Type: Capacity Building Total Project Amount: $305,075.00 

Local Farmers Feed the Range 

The project will conduct market analysis, outreach, recruitment, training, and support for farmers and farmers markets to 

expand the production and sale of local food. The goal is to increase local food sales in the Northeastern Minnesota region by 

strengthening producer-to-consumer market opportunities through restaurants, grocery stores, farmers markets, school 

districts, and a new aggregated CSA. Training for new and existing farmers will help grow capacity and recruiting six new 

farmers to sell to consumers. Promotional efforts will focus on outreach to consumers through the “Arrowhead Grown” 

campaign, which encourages consumers to buy local food. 

Recipient: Farm Commons, Inc. Award Amount: $186,383.00 

Duluth, MN Match Amount: $46,615.00 

Project Type: Capacity Building Total Project Amount: $232,998.00 

Empowering Direct Market Farmers with Proactive, Community-centered Farm Law Education, Resources, and networks 

This project will help 270 direct market farmers build stable legally resilient businesses through adoption of best practices in 

risk-management. The process of “Cultivating Your Legally Resilient Farm” (CYLRF), will include a workshop and community 

coaching for farmers and peers to plan for more resilient business management. It begins with Part 1, the CYLRF Workshop 

where farmers create an Legal Resiliency Action Plan for their farm. Then, part 2, Community Coaching, provides the support 

from specially trained farmer peer-coaches and farm law experts. This will create a long-term system of support that will 

address the legal vulnerabilities of direct market farmers, experienced through unwritten leases, farm employment law noncompliance, uneven and unclear enforcement of zoning codes, confusing interpretation of agritourism and farm event food 

safety obligations, and more. The CYLRF curriculum was created under a 2016 FMPP grant, and it has been tested and refined 

over 3 years and 20 different workshop events. About 70% of participants have made a concrete, risk reducing change to 

their farm business within 3 months. With this project, we will implement a crucial shift in programming. Through Community 

Coaching, we will reach farmers in 9 communities currently without direct market farm law infrastructure in place. 
 

 

 

 

 

 

Mississippi 

Recipient: Mississippi State University Award Amount: $452,698.00 

Mississippi State, MS Match Amount: $113,628.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $566,326.00 

From Gravel Roads to City Streets 

The project “From Gravel Roads to City Streets” will create economic opportunity, improve access to healthy foods, and 

strengthen the capacity of regional food systems by improving marketing, enhancing capacity, and recruiting growers for the 

four existing farmers markets as well as build capacity for local food development in one county (Noxubee) which does not 

have an existing farmer’s market. The project will also involve providing cold storage for the Aberdeen Farmers Market, so 

that more commodities could be offered at the market and they could host educational cooking workshops in the renovated 

depot building adjacent to the market space. The objectives of the project will be to 1) increase producer to consumer sales 

by expanding and diversifying the audience interested in purchasing local food and attending farmers markets; 2) improve 

product quality, variety and availability at markets by increasing grower participation and offering cold storage in at least 

one county; and 3) increase direct producer-to-consumer sales of local food products by increasing the availability of licensed 

local food products in downtown businesses and restaurants. 

Missouri 

Recipient: Columbia Farmers Market Award Amount: $249,979.27 

Columbia, MO Match Amount: $62,497.96 

Project Type: Capacity Building Total Project Amount: $312,477.23 

Columbia Farmers Market Vendor Marketing Training Program 

This project will provide capacity building through advertising training and technical assistance programs to farmers and 

value-added producer vendors that will increase customer and producers connections, and sales of local food at Columbia 

Farmers Market (CFM). The objectives for CFM are to 1) empower producers to improve marketing skills and connections 

with customers through: development of an attractive website, best social media practices training, production of written 

and video vendor profiles; 2) reach more customers by expanding our Market Ambassadors’ ability to present to community 

service groups about CFM producers and local food product offerings at the new Farmers Market Pavilion and; 3) update 

and transfer CFM’s website platform to a new user-friendly platform and be consistent with new vendor websites. 

Nebraska 

Recipient: Board of Regents, Univ of Nebraska, Univ of Nebraska-Lincoln Award Amount: $207,697.00 

Lincoln, NE Match Amount: $51,924.25 

Project Type: Capacity Building Total Project Amount: $259,621.25 

Growing Rural Farmers Markets in Nebraska: Statewide Market Manager and Vendor Training, Promotion, and 

Coordination 

The proposed project will implement a capacity building program to equip market managers and vendors with the skills, 

knowledge and resources to grow their markets, leading to increased sales for Nebraska producers, greater access to healthy, 

local agricultural products for Nebraska consumers, and vibrant markets that contribute to the vitality of rural communities. 

Nebraska Extension, with partners the Center for Rural Affairs (CFRA) and Buy Fresh Buy Local Nebraska (BFBL), will work 

with 30 farmers markets in Nebraska to adopt best practices developed by the project team. With an emphasis on 

community engagement, the project team will select markets in communities that strategically align with ongoing efforts by 

our respective organizations. As the project lead, Extension will draw from our statewide network of educators to engage 

stakeholders in the nine core communities where in-person trainings will be held (3 per year). Market managers and vendors 

that serve communities surrounding core communities will be engaged to attend trainings, deliver online and print resources 

and network with peers. This project will leverage the resources, expertise and networks of the team to deliver training and 

technical assistance across rural Nebraska to build resilient markets that benefit theircommunities. 
 

 

 

 

 

 

 

 

 

 

Recipient: YWCA of Adams County Award Amount: $52,801.00 

Hastings, NE Match Amount: $18,264.00 

Project Type: Capacity Building Total Project Amount: $71,065.00 

Cultivating Growth: Hastings Downtown Farmers Market 

The YWCA of Adams County, in partnership with Healthy Hastings, will expand the Hastings Downtown Farmers Market by 

engaging and training new farmers, increasing affordability and access of locally grown produce to low-income populations 

via implementation of EBT and Double Up Food Bucks programs, and creating a coordinated outreach strategy. These 

activities will allow for a 30% increase in direct to consumer farmer vendors, attendance and sales. The market is located one 

block north of a LI/LA tract. The timing of the market is suited to meet the needs of busy working parents. 

New York 

Recipient: Cornell Cooperative Extension of Oneida County Award Amount: $247,548.00 

Oriskany, NY Match Amount: $73,102.00 

Project Type: Capacity Building Total Project Amount: $320,650.00 

Oneida County Public Market Local Food Outreach Education and Marketing Enhancement Initiative 

The Oneida County Public Market Local Food Outreach Education and Marketing Enhancement Initiative promotes local 

farmers and ranchers by enhancing venues for local farmers and producers to sell directly to consumers, and attracting lowincome and low-access community members to the market. The project provides farmers with business education including 

food safety, marketing, legal and finance advising through a collaboration with the Farm and Food Business Incubator (FFBI) 

at Mohawk Valley Community College (MVCC). To develop new market opportunities for farm and ranch operations serving 

local markets, OCPM will create an online sales platform replicating the convenience of an online meal-kit and pick-up in 

store option, while featuring locally sourced ingredients. Outreach to low-income and low-access households and the local 

refugee population will increase consumption of local foods and increase SNAP benefit usage at the market. The 

establishment of an ambassador corps will enhance the consumer market experience in assisting SNAP and refugee 

populations with navigating the market experience and using benefits; an established trained professional source of 

manpower supports sustainability of Oneida County Public Market and related community outreach efforts. On-site 

amenities such as shopping carts and wayfinding signage facilitates the market experience, and offering comfortable, 

accessible and inviting spaces with seating to linger, enjoy ready-to-eat food options, and visit with friends, family and market 

vendors creates a communal experience unique to that of a farmers’ market. Enhancing the farmers’ market and adding 

online sales options will increase the access, sales, and consumption of locally and regionally produced agriculture products. 

Recipient: Cornell Cooperative Extension Sullivan County Award Amount: $245,137.00 

Liberty, NY Match Amount: $75,754.00 

Project Type: Capacity Building Total Project Amount: $320,891.00 

The Catskills Farmers Market Training Project 

The Catskills Farmers Market Training Project provides training and marketing outreach project for farm and food producers 

and farmers market managers. The project aims to 1) support and promote direct producer to consumer marketing through 

our regional farmers’ markets for both existing and new farm and food producers; 2) develop marketing strategies for farm 

and food producer and market managers to increase sales and outreach of their products and farmers markets; 3) develop 

food safety and food licensing trainings and technical assistance methods for both farm and food producers and market 

managers; and 4) increase the SNAP and FMNP redemption rates at Sullivan County farmers markets, specifically the mobile 

market and Sullivan Fresh Farmers Market at Monticello. The strategies employed include the development of training 

programs on the above mentioned topics (both in person and webinars) for farm and food producers, individualized 

marketing support for farmers’ markets and expansion of the mobile and Monticello farmers markets. Overall, the end result 

will be increased consumption of fresh fruits and vegetables, increased direct-to-consumer sales at farmers markets and 

increase direct to consumer sales outlets for new and beginning farmers. 
 

 

 

 

 

 

 

 

 

 

 

Recipient: Cornell University Cooperative Extension of Suffolk County Award Amount: $144,025.00 

Riverhead, NY Match Amount: $72,164.00 

Project Type: Capacity Building Total Project Amount: $216,189.00 

Continuation of a Choose Local F.I.S.H.Marketing and Education Campaign to Promote Locally Caught and Grown Seafood 

on Long Island 

This project will expand an established program to grow the Long Island (LI) marketplace for locally-harvested seafood. In 

2016, Cornell Cooperative Extension (CCE) launched the “Choose Local F.I.S.H.” marketing campaign to brand and promote LI 

seafood as Long Island “F.I.S.H. – (Fresh, Indigenous, Sustainable, Healthy)”. The project increased consumption of local 

seafood through improved consumer awareness and integrated supply-side ability to support demand. CCE will utilize the 

established framework to expand the scope of the successful marketing campaign and magnify consumer/supplier 

commitment to local seafood. CCE will conduct local seafood cooking demonstrations at fish markets and restaurants. 

Through a collaboration with American Culinary Federation, CCE will conduct “Seafood Literacy” presentations to culinary 

professionals which will further the knowledge, presence and demand for local seafood as the trend for choosing local 

products grows. CCE will create and distribute effective promotional materials to increase demand for local seafood in retail 

outlets and at relevant events. 

Recipient: Farm Generations Cooperative Award Amount: $247,797.00 

Hudson, NY Match Amount: $65,450.00 

Project Type: Capacity Building Total Project Amount: $313,247.00 

Farmer-Owned Point-of-Sale Mobile Application with Scale, QuickBooks, and Marketing Integrations 

GrownBy.app, a software platform for CSA management, was developed by the Farm Generations Cooperative in 2018. With 

partners GrowNYC, Michigan Farmers Market Association, Georgia Farmers Market Association, National Young Farmers 

Coalition, and Moonfarmer, we will expand GrownBy, GrownBy.app, a software platform for CSA management, to include a 

Point of Sale (POS) mobile application that unifies farmers market and CSA sales in one platform. The POS will process credit, 

check, and cash transactions at farmers markets. Data from these transactions will thread into a dashboard of financial and 

customer data, and sync to QuickBooks and Mailchimp.Our project will 1. Identify critical feature requirements for a farmers 

market POS; 2. Identify a strategy for integrating the POS into Grownby.app; 3. Build the POS mobile application; 4. Beta-test 

the application; and 5. Share the POS mobile application with farmers nationwide. The farmer-owned POS mobile 

application produced by this project will be tested by a minimum of 50 farmers. We anticipate a 10% increase in their sales 

during the project period. 

North Carolina 

Recipient: Foothills Farmers Market, Inc. Award Amount: $242,360.00 

Shelby, NC Match Amount: $157,968.00 

Project Type: Capacity Building Total Project Amount: $400,328.00 

Building Market Capacity through Implementation of a Comprehensive Strategic Business Plan 

This project launches implementation of a comprehensive strategic business plan, recently developed to build market 

capacity. The plan’s goals are to stabilize organizational leadership, reduce burnout and turnover of market management, 

and foster purposeful collaborations with community stakeholders. Mission-critical activities include repositioning our brand, 

modernizing marketing and promotions efforts, increasing engagement with affinity groups, and leveraging additional human 

and financial resources. Our marketing and outreach efforts will be inclusive of citizens living in LI/LA census tracts. The 

project creates new income opportunities for farmers by bolstering agritourism and by financing a feasibility study on a 

shared-use commercial kitchen to support manufacture of value-added food products for direct sale. 
 

 

 

 

 

 

 

 

 

 

 

North Dakota 

Recipient: FARRMS Award Amount: $118,263.00 

Tuttle, ND Match Amount: $29,566.00 

Project Type: Capacity Building Total Project Amount: $147,829.00 

Growing ND Food Systems through Training, Marketing and Value Chain Exploration 

For nearly twenty years the Foundation for Agriculture and Rural Resources Management and Sustainability (FARRMS) has 

provided farmer-led, farmer-focused education and financial support for direct market farms, ranches, and food businesses in 

North Dakota. The producers we serve sell at farmers markets , roadside stands, operate CSAs, conduct agritourism, and 

other direct producer-to-consumer marketing activities. North Dakota’s direct market producers are requesting training and 

support for business planning, marketing and value-added production to meet consumers’ demands for local food. Our 

project will assess producers needs and provide enhanced training in business planning, marketing, and value-added 

production. We will provide tours to value-added businesses and food hubs, provide marketing interns to producers, and 

conduct a statewide “face of the farmer who grows your food” coordinated marketing campaign, spotlighting local 

producers. Our goals are to increase the number of direct market and value-added businesses and increase the number of 

customers purchasing from these businesses. We will educate at least 100 producers, resulting in the creation of at least 24 

new direct market and/or value-added businesses. By project completion more than half of participants will report an 

increased number of customers purchasing locally producedfood. 

Ohio 

Recipient: Trumbull Neighborhood Partnership Award Amount: $197,452.84 

Warren, OH Match Amount: $50,303.91 

Project Type: Capacity Building Total Project Amount: $247,756.75 

Increase Direct to Consumers sales at Farmers Markets in the Mahoning Valley 

Through one on one interviews, grassroots collaboration, and conversations with project collaborators, market managers and 

vendors in the Mahoning Valley and greater Northeast Ohio, are seeing a decrease in sales and turnout at their local markets. 

Despite this challenge, Trumbull Neighborhood Partnership (TNP) has been able to steadily increase sales and attendance at 

its Warren Farmer’s Market, while also starting a new monthly neighborhood market as part of the revitalization of a 

community that has seen a lack of investment for decades. Using skills in marketing, collaboration, and grassroots organizing, 

TNP will provide technical support and promotional assistance to other markets while building capacity and long-term 

resilience through the creation of the Mahoning Valley Farmers Market Network. The Mahoning Valley Farmers Market 

Network will serve as a collaborative entity of Farmers Markets and Farmers Market Vendors and will work together to share 

best practices in marketing and food safety to build a sustainable Farmers Market system in the Mahoning Valley. Through 

this project, markets will increase their skill and realize their power to promote this critical piece of the local food system in 

the Mahoning Valley that provides access to individuals that lack sufficient access to fresh produce in their community. 

Oklahoma 

Recipient: Rogers County Volunteers for Youth, Inc. Award Amount: $250,000.00 

Claremore, OK Match Amount: $62,500.00 

Project Type: Capacity Building Total Project Amount: $312,500.00 

Rogers County Farmers Market 

The Rogers County Farmers Market will increase the sale and consumption of fresh local produce. Currently, SNAP cannot be 

utilized in Rogers County to purchase healthy food options directly from our local producers. Our market will accept SNAP 

and offer a matching benefit providing a sustainable supply of local food in our community. To help sustain our local 

producers, the Market will open in our rural communities to coincide with special events. Farmers will also have the 

opportunity to receive classes and training related to the business development of farming. Through these efforts, farmers 

will increase annual revenue and show larger profit margins. 
locally. 

 

 

 

 

 

 

 

 

 

Oregon 

Recipient: Adelante Mujeres Award Amount: $250,000.00 

Forest Grove, OR Match Amount: $62,500.00 

Project Type: Capacity Building Total Project Amount: $312,500.00 

Building a Robust Food System and Thriving Economy for Washington County 

The Forest Grove Farmers Market (FGFM) serves the whole community and encourages access to local produce for diverse 

populations such as low-income, minorities and senior shoppers through targeted outreach efforts and nutrition incentives. 

This capacity building project will help to launch another farmers market in the City of Cornelius. Like the FGFM, the 

Cornelius Farmers Market (CFM) will serve as a small business incubator for new, beginning and Latino farmers and foodbased entrepreneurs in our Microenterprise programs. The goal of this proposal is the sustainable launch of a new farmers 

market in the city of Cornelius to further strengthen our local food system and enhance our economic vitality by providing 

producer-to-consumer market access for new, beginning and Latino farmers. We expect to 1) attend both farmers markets 

with overall crowd counts at the CFM increasing from 750-1,000 in year one to 1,250-1,500 by year three; 2) boost 

household income of 10-12 farmers market vendors; and 3) create new opportunities for shoppers to spend their money 

Recipient: Holly Hutchason / Portland Area CSA Coalition Award Amount: $249,170.00 

Portland, OR Match Amount: $61,565.45 

Project Type: Capacity Building Total Project Amount: $310,735.45 

Cultivating a Healthy Food System in Portland by Expanding Direct Market Opportunities for CSA through Outreach and 

Improved Access 

This project will study CSA markets in the Portland region, from the farmers’ perspective and the consumers’ perspective, to 

understand the attributes that drive CSA sales. Information gathered from this study will inform the Portland Area CSA 

Coalition’s (PACSAC) future outreach strategies, and can be used by farms to design CSA programs suited to current market 

demands. PACSAC will develop outreach to bring CSA to LI/LA neighborhoods. Community members will be engaged to 

maximize outreach activities and programs that encourage SNAP recipients to purchase CSA shares will be expanded. With 

farmer education events, the number of farms that are certified to accept SNAP will increase. Through studying CSA in our 

region, expanding CSA access to underserved populations, and growing marketing and outreach for our programs, more 

Oregonians will learn about CSA. This will result in a more resilient, regional CSA system with more engaged and diversified 

consumers. 

South Carolina 

Recipient: Hub City Farmers Market Award Amount: $107,618.60 

Spartanburg, SC Match Amount: $30,413.30 

Project Type: Capacity Building Total Project Amount: $138,031.90 

Adapting to the Unexpected: Finding Creative Ways to Increase Farmers Market Participation through Improved 

Marketing, Nutrition Education, and Farmer Training 

Due to unintended consequences of Hub City Farmers Market’s location at Northside Harvest Park, there is a decrease in 

market participation that negatively affects vendor sales. Currently, the Northside neighborhood is being revitalized, but in 

order to expand market awareness, there is a need to solve the challenges that came from the market’s relocation. The 

purpose of this project is to bring more awareness to Hub City Farmers Market Saturday Market and its other programs and 

in so doing increase vendor sales. Our overarching goal is to recreate Northside Harvest Park for HCFM vendors as well as a 

frequently visited public space for the community to access healthy, local food. This project will help grow market 

participation through targeted marketing strategies, farmer training, nutrition education, and nutrition assistance 

currencies. Through the encouragement of more community members to visit Northside Harvest Park at the Farmers 

Market and other daily uses, such as the HCFM Urban Teaching Farm, we will grow participation at the Farmers Market from 

600 people a week to 800 people a week, increasing vendor’s sales by 10%. 
 

 

 

 

 

Texas 

Recipient: Farmshare Austin Award Amount: $154,138.00 

Cedar Creek, TX Match Amount: $38,534.50 

Project Type: Capacity Building Total Project Amount: $192,672.50 

Fresh for Less Mobile Markets: Building Markets for Central Texas Farmers While Improving HealthyFood Access in Austin's 

Eastern Crescent and Eastern Travis County 

This project will address the demonstrated need for access to fresh, healthy, affordable foods in Austin and Travis County by 

bringing healthy food into neighborhoods experiencing economic and geographic barriers. Farmshare Austin’s Fresh for Less 

Mobile Markets connect consumers to local producers by sourcing, aggregating and marketing local produce, along with 

healthy grocery staples, directly to customers. The markets currently operate 7 sites and will expand to 14, in 2020, to meet 

demonstrated need. The markets will undergo a performance audit and a qualitative evaluation to improve customer 

experience and program operations. This project expects to contribute over $60,000 in annual projected sales to the local 

food economy and over 7,000 annual projected customer experiences. Markets provide a minimum of 35 unique high-quality 

locally grown produce and grocery items in addition to local eggs and local honey. The markets also will continue to serve 

the diverse food needs of their customer base by providing culturally appropriate products for sale. 

Recipient: H.O.P.E. For Small Farm Sustainability Award Amount: $247,449.60 

Harlingen, TX Match Amount: $62,070.00 

Project Type: Capacity Building Total Project Amount: $309,519.60 

Building Markets for Organic Farmers/Rancher in the LRGV of Texas, Including Veterans, SES, IDD, and New and Beginning 

Farmers/Ranchers 

Regional economic opportunities for farmers and marketing investments are needed in the Lower Rio Grande Valley of Texas. 

This project will help local farmers expand their markets to meet a growing interest in organic produce, which is currently in 

low supply regionally. The goal of this project is to assist SES, veteran, IDD, and new and beginning organic farmers develop 

and expand their customer base through marketing and cooperative options, so they can launch and later expand their 

farming businesses to ensure viable and sustainable operations while expanding local organic food options. Other aims 

include reducing farmers’ expenses, increasing their income, developing sustainable farm operations, and increasing demand 

for local organic produce as we continue to develop new farmers, new careers and jobs, in this economically disadvantaged 

region. 

Vermont 

Recipient: Vermont Fresh Network Award Amount: $167,883.73 

Richmond, VT Match Amount: $42,326.00 

Project Type: Capacity Building Total Project Amount: $210,209.73 

Strengthening the Vermont Agritourism Industry Through Expansion of the VT Agritourism Collaborative and increasing 

the Effectiveness of DigInVT 

In 2012, in Vermont, 10 producer associations joined together to collectively launch DigInVT.com, an online platform that 

aggregates and markets agritourism services. Vermont Fresh Network (VFN) now manages this project for the group. In 

2018, VFN relaunched a significantly upgraded DigInVT.com. During this upgrade, we identified critical marketing, technical 

assistance, and training needs that remain unmet and without clear plans to address them. The primary needs are to 1) 

improve training in best practices for farms to translate agritourism activities into ongoing local & regional product sales; 2) 

improve technical assistance for navigating current regulations around agritourism enterprises; and 3) build a program to 

replace Vermont Farms! Association. Planning to meet these needs will allow farmers utilizing DigInVT to improve the 

contribution of agricultural tourism activities. 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Washington 

Recipient: Northwest Agriculture Business Center Award Amount: $347,989.00 

Mount Vernon, WA Match Amount: $86,983.00 

Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $434,972.00 

Genuine Skagit Valley: Increasing Local Producer Sales through Place-Based Marketing & Training 

The purpose of this project is to increase the sales of locally grown Skagit Valley-grown agricultural products. Northwest 

Agriculture Business Center (NABC)’s goal is to facilitate the identification and promotion of locally-grown agriculture 

products through the Genuine Skagit Valley (GSV) certification mark program as a marketing strategy benefitting producers of 

local food and value-added products, and improve producers’ marketing skills. The primary expected outcome of the project 

is the increase in direct-to-consumer sales of locally grown products to wholesale and retail buyers, and endconsumers. 

Methods include heightening consumer awareness of and connection to verified, authentically local farms and farm products. 

The companion training and technical assistance program NABC will provide will improve the skills of local producers in 

place-based marketing and use of related technology tools to maximize the benefits of participation, enhance local farmers’ 

business skills, lead to an associated preservation and creation of jobs, and contribute towards Skagit Valley producers’ 

success. 

Recipient: Public Health - Seattle & King County Award Amount: $250,000.00 

Seattle, WA Match Amount: $62,500.00 

Project Type: Capacity Building Total Project Amount: $312,500.00 

Fresh for All: Peer to Peer Education and Outreach to Promote South King County Farmers Markets 

This project will help new and existing South King County farmers markets reach new customers, with a specific emphasis on 

engaging Low Income/Low Food Access (LI/LA) communities. Through the use of peer marketing strategies and targeted 

advertising, we will work to add farmers markets to SNAP eligible residents’ shopping behavior. Targeted LI/LA census tracts 

that are located in the implementation area (IA) include Burien, Federal Way, Auburn, Des Moines, Kent, Renton, SeaTac, and 

Tukwila, Washington. In partnership with the Food Innovation Network, Community Food Advocates (Advocates) will conduct 

peer-to-peer marketing strategies to promote farmers markets to the communities that the Advocates represent, as well as 

engage with local market vendors. Through this engagement, farmers markets will have a better understanding of how to 

serve low income residents and new marketing opportunities, low-income families will be better prepared to access the 

markets, and local producers will not only gain new customers, but also be more informed about the unique crops that LI/LA 

communities would like to see in their markets. 

West Virginia 

Recipient: Reconnecting McDowell Award Amount: $250,000.00 

Charleston, WV Match Amount: $168,550.00 

Project Type: Capacity Building Total Project Amount: $418,550.00 

Reconnecting McDowell Go Growcery Project 

The Go Growcery Market is a program of Reconnecting McDowell, a nonprofit serving McDowell County, West Virginia 

through partnership development and community and economic development. McDowell County, West Virginia boasts some 

of the worst health statistics in the country and has a long history of economic weakness. The aim of the Go Growcery Market 

is to develop a mobile farmers market program that will visit 10-15 communities, two senior centers, and all 10 schools. The 

market is expected to provide the framework for aggregation from small growers in McDowell County, including the 

McDowell County Youth Producers Association. A contracted market manager will work with partners like the WV Food and 

Farm Coalition and West Virginia University Extension service to develop placemaking and agritourism activities to be hosted 

as part of the mobile market experience in community. Nutrition classes and tastings will help create demand for more 

produce, which will both increase the health of McDowell County residents and build small grassroots economic development 

opportunities for the area. During the three-year period, it is expected that the market will return $125,000 in sales to local 

growers and small producers, engage 10 separate communities in mobile market development, and provide aggregation for 

20 producers and backyard growers. 
 

 

 

Recipient: Grow Ohio Valley, Inc. Award Amount: $240,727.00 

Wheeling, WV Match Amount: $66,800.00 

Project Type: Capacity Building Total Project Amount: $307,527.00 

The Public Market: Growing Regional Agriculture with a Year-Round Farmers Market 

GrowOV is launching the Public Market, a year-round, non-profit consignment farmers market in downtown Wheeling 

designed to serve as a central platform in cultivating a regional food economy. This farmer-first venture will be the first and 

only year-round outlet for local food in the Upper Ohio Valley. The Public Market will improve income and economic 

opportunities for more than 75 producers and food businesses through a year-round direct-to-consumer sales platform, 

while bringing fresh and local food to the heart of three USDA-classified food desert census tracts. In addition to economic 

opportunities, the Public Market will support farmers in areas including development of a food safety plan, connection to 

resources and facilities to pursue value-added products, and marketing support. The Public Market itself will serve as a local 

food education and marketing platform reaching across the Upper Ohio Valley, through a slate of events, classes, chef demos 

and sampling, promotional campaigns and more.