American consumers have few alternatives to supermarket shopping, their 'Ma and Pa' village shops died long ago. So the development of farmers' markets met with enthusiasm. Since the 1980s, however, American farmers' markets have regained popularity. In 1980 there were 1,200 of them, compared with 2,400 in 1996.
Statistics fail to reveal more dramatic regional differences.
US markets are situated in car parks, high streets and city parks. Often they are set up by retail businesses or town councils hoping to revitalise city centres. Unlike many of their European counterparts, US farmers' markets are not necessarily local government operations. Their success is due to dynamic independent market managers and to the emphasis on providing quality produce in a lively atmosphere. Some of them have covered pavillions, entertainment, craft stalls and hot food.