Consumers also have a greater number of market venues for purchasing fresh produce. The number of health food, gourmet, and ethnic food stores is rising. Markets that sell directly to consumers are growing. The number of farmers' markets has risen nationally and in Kentucky. Many retail and large supermarket stores are offering greater sales of environmentally friendly products and locally grown produce.
Internet sites are now available to consumers to purchase vegetable produce and other products.
Several new direct marketing mechanisms have been developed or expanded such as produce auction markets, buying clubs, community farmers' markets, wholesale distribution centers, and marketing cooperatives. The Kentucky Department of Agriculture offers labeling designated for fresh produce grown in Kentucky and provides an organic certification program for farmers wishing to promote their vegetables as organically grown. The Kentucky Farm Bureau Federation has a statewide advertising and promotion program for roadside markets. Kentucky farmers have had profitable enterprises in tomatoes, pumpkins, cabbage, peppers, and sweet corn, and interest in vegetable production in Kentucky will likely continue to increase. As the market and production segments continue to consolidate, many farmers may form partnerships or expand their operation to compete in the wholesale markets.