A trip to your local farmers market may be doing more than filling reusable bags with fresh produce. New research from the University of Wisconsin–Madison shows those visits are also helping build a stronger, more connected community.
The study, published in Information, Communication & Society, found that people who regularly attend farmers markets report higher levels of community participation. They also have a stronger sense of belonging than those who rarely or never attend.
The findings highlight for Wisconsin farmers, another benefit of selling directly to consumers. And it goes beyond creating opportunities to market local products. Farmers markets can strengthen relationships between growers and the communities they serve.
Researchers surveyed more than 5,000 adults across the United States, examining how often they visited farmers markets. Participants were also asked how connected it made them feel to their neighborhoods.
“Farmers markets are more than just places to shop for local food and support local farmers,” Bret Shaw, a professor of life sciences communication at UW–Madison and co-author of the study said. “They are places that bring people together and contribute to stronger communities.”
More than a place to shop
Community participation included activities such as volunteering, interacting with neighbors and getting involved in local organizations. A sense of community reflected how strongly people felt they belonged in their neighborhood and whether they believed they could work together with others to solve local challenges.
The findings back up what many market organizers have long believed. A farmers market can serve as a gathering place where relationships are built alongside local food sales.
Researchers found a clear connection between attendance and civic engagement. People who never visited farmers markets scored the lowest on measures of community participation and neighborhood connection. Those who reported visiting markets very frequently recorded the highest scores in both categories.
The study also explored how people receive information and how that affects the benefits of attending a farmers market.
Face-to-face interaction matters
Those who rely on broader media sources such as national news or social media, said attending farmers markets was associated with greater community participation. Meanwhile, people who stayed connected through local organizations were more likely to report a stronger sense of neighborhood belonging when they regularly visited a market.
“What’s interesting is that farmers markets seem to play different roles depending on the communication channels people are already using,” Cheryl Shea, lead author of the study and a doctoral candidate in UW–Madison’s Department of Communication Arts explained. “In both cases, however, the face-to-face element seems to matter.”
An investment in local communities
The research happened in partnership with the Farmers Market Coalition. It connects to a national survey funded through a U.S. Department of Agriculture grant. According to USDA data, more than 8,600 farmers markets operate across the country.
Researchers hope the study encourages community leaders and residents to view farmers markets as more than economic engines.
“We hope our findings will be useful for local leaders and the public in general in knowing that supporting farmers markets is a wise investment for community building in addition to their role in local food economies,” Shaw said.
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