The information we gain from vendors in Phase 2 will explore the role of rural markets in more detail. All of the managers surveyed gave examples of vendor businesses that have grown beyond their farmers' markets in the last three years. Most managers also feel their markets have had an effect on other local businesses in their communities. Restaurants seem to benefit most from the increased customer traffic on market days, but a number of examples show that even large grocery stores gain customers. In one community, the local chain grocery store was so impressed, they now sponsor an annual benefit for the farmers' market and contribute the proceeds back to the market's operating fund.
Parking remains one of the most ubiquitous concerns around farmers' markets.
One strategy some managers have suggested to deal with parking problems is a drive-up table for phone orders and handicap access. While this project is only about one-third complete, it looks quite promising. The study is already providing new and useful information about the basic operation of farmers' markets and their potential for supporting small businesses. The research also presents a clearer picture of the larger issues facing managers, vendors and market communities. Throughout the project, our results and analysis will be shared widely through publications and meetings, with the hope that they will strengthen farmers' markets in communities throughout California and nationwide.