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Missouri's Farmers Markets
The ultimate Cooperative takes on new popularity for consumers, vendors
and the Department of Agriculture.
By Diana Botsford
Communities
across the state this summer are enjoying the opportunity
to visit their local Farmers Markets and enjoy a wide variety
of produce, locally grown USDA meats, honey, jams & jellies,
plants and flowers, homemade baskets, baked goods and much
more. For consumers, these markets now represent a virtual
guarantee of freshness not found in supermarkets and for
farmers, the markets have come to represent the ultimate
cooperative where they work together, set their own prices
and sell directly to the consumer.
According
to the Missouri Department of Agriculture, the number
of Farmers Markets on record has increased from 53 in 1997
to over 75 markets as of last year’s |
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On
the local level, MFU helped coordinate the
new Downtown Jefferson City Farmers Market, which runs
from 3:30-6:00 every Weds on the corner of East Capitol
and Madison. |
tally.
And with good reason. Consumers are becoming savvy to the benefits
(and
needs) of buying locallyproduced
foods. The opportunity to speak directly with the growers of
the foods people plan to eat is an eye-opening experience
for many. Jane Lockman, a frequent customer of the Greater
Springfield Farmers Market agrees. “It’s fresher, it tastes better,
and I actually get to talk with the people who grew what I’m
eating. Why would I want to buy from a middleman at the
supermarket when I can come here and buy peaches just
picked yesterday?”
Lockman’s sentiment is a popular one as vendors at Missouri
farmers markets are selling out in record numbers this year. The
experience of shopping at a market is one of vibrant community
spirit, where neighbors come together to explore and celebrate
our state’s diverse agricultural bounty. And with the assistance
of the Department of Agriculture, farmers markets have been able
to further extend this message through a variety of programs set
up to assist funding such as the AgriMissouri Grant program and
the WIC coupon system.
To help Missouri’s producers and processors more effectively
market their goods, the Missouri legislature created the AgriMissouri
Program in 1985. Coordinated by the Missouri Department of Agriculture’s
Market Development Division, the promotional program helps Missouri
firms identify their products as Missouri-made. According to their
website, research has shown Missourians prefer to buy products
made in Missouri. The Matching Funds program provides up to 50%
of the funding for different marketing tools of farmers markets
such as brochures, print advertising and websites. The producer
and the program both benefit from increased awareness of the
AgriMissouri Program and the extra messages to “buy
Missouri”.
 The
Greater Springfield Farmers Market, the largest Class A (growers
only, no resale allowed) farmers market in the state of Missouri,
recently took advantage of the program to fund a colorful fullback
ad on a Springfield city bus. Serving as a mobile billboard, the
ad has drawn the attention of city residents throughout the town,
drawing new faces to the market on a daily basis.
The Missouri
Farmers’ Market Nutrition Program/WIC program
offers participants in the Special Supplemental Nutrition Program
for Women, Infants and Children (WIC), coupons they may use to
buy fresh fruits and vegetables at farmers’ markets. Farmers
selling their produce at participating farmers’ markets receive
face value for the coupons, which boosts their income and promotes
their participation in farmers’ markets. The Missouri Department
of Agriculture collaborates in this effort with the Missouri Department
of Health, the USDA, University Outreach and Extension, local health
agencies and Missouri farmers.
Farmers Union worked hard to get the Farmers Market Nutrition
Program and the Senior Farmers Market Nutrition Program funding
into the farm bill. We continue to work hard to keep it there.
(Currently there is an effort on the part of the administration
and the House to remove the funding, which would be detrimental
to poor hungry children and senior citizens.)
Face Painting @
The Greater Springfield Farmers Market |
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Great
products, consumer awareness and the support of the Missouri
Dept of Agriculture has made for a successful year for farmers
markets throughout the state. Add in face painters, local
musicians and cooking demonstrations and you have an experience
that Missourians are making part of their weekly routine.
And for farmers, that means increased revenue and an opportunity
to control their pricing. And what better way is there to
spend a day than working with fellow farmers in a cooperative
atmosphere where everyone benefits: Farmers and consumers
alike. |
Recommended Websites
Missouri Farmers Market Directory
AgriMissouri
Agricultural Marketing Services/USDA
Botsford
provides publicity & marketing services for a variety
of farm organizations including the Missouri Farmers Union and
the Greater
Springfield Farmers Market. She can be contacted at dianab@elysiumwebs.com. |
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