As the market and production segments continue to consolidate, many farmers may form partnerships or expand their operation to compete in the wholesale markets. Others may look for opportunities in the local direct sales of produce. While direct marketing can be a way for farmers to keep a larger share of their profit, it may also limit the growth potential in their operation. Consumers can benefit from the greater selection of fresh produce both at retail and direct market outlets, such as farmers' markets. Typically, these markets have six to ten farmer members who sell produce.
Members typically pay a fee to cover insurance and advertising costs.
Consumers approach individual growers to purchase a variety of produce ranging from corn to cantaloupe. Produce is sold by weight or by the count. Many farmers' markets accept WIC food vouchers from limited-income families. Some markets have special events with activities that promote farm produce, and some offer fresh produce and value-added products such as homemade breads and jams and jellies. Buying clubs are one of several new marketing mechanisms for selling fresh produce directly to consumers.