Farmers' markets play a vital role in enabling small to medium-sized growers to gain access to consumers. Without this access, the existence of many small-sized growers would be threatened. Farmers' markets provide a unique experience for both farmers and consumers. Farmers sell their products directly to consumers, enabling them to stay in business or increase profit margins. The scarcity of supermarkets in the inner city makes farmers 'markets one of the few places these residents can buy fresh fruit and vegetables.
Consumers shop in a pleasant environment and get the chance to meet the people who grow their food.
Documented growth in farmers' markets over the last decade seems to indicate that this symbiotic relationship fills a marketing void. These markets were identified as active by State departments of agriculture. After reviewing the returned surveys, it was determined that only the 772 responses that applied to direct marketing would be included in the analysis.