This compares with slightly under 1,700 in 1988. Farmers, shoppers and city planners alike are sold on the concept of farmers markets, and no wonder. Farmers markets differ from other direct marketing operations in that growers usually share insurance, advertising and other marketing costs. Farmers markets may be operated by grower organizations, by community development groups or by state or local governments. Facilities may range from an open lot where farmers park their vehicles and display products, to enclosed buildings with display counters, lights, heat and refrigeration.
Farmers usually pay a fee for the space occupied to cover maintenance and advertising.
Farmers markets often serve as business incubators for startup growers, giving young businesses a chance to get off the ground without the overhead expenses of a traditional business. Also, many large farm operators who sell most of their produce through conventional outlets use farmers markets to dispose of produce that does not meet the requirements of conventional outlets. Such products include undersized or oversized fruit, and fruit too ripe to withstand the rigors of the conventional marketing system. Produce is available in large quantities for canning, and consumers also find in farmers markets an opportunity to support local agriculture and meet the farmers who grow their food. Farmers markets are also important social events.