Evaluation of Farmers Market Sales and Customer Experiences

Abstract Information: In an era marked by technological advancements and evolving agricultural landscapes, the intersection of evaluation methodologies and community engagement has become paramount in fostering sustainable food systems. This round table discussion illuminates two collaborative initiatives between an evaluation specialist, a community vitality extension educator, and local communities aimed at revolutionizing agricultural engagement and evaluation practices across a state's diverse farmer's markets. The first initiative centers on the development and implementation of an automated produce price tracking system encompassing 13 markets. Leveraging Qualtrics and data analytics, this collaborative effort streamlined the collection, analysis, and reporting of weekly pricing data to the United States Department of Agriculture (USDA). Through interactive dialogue, participants will explore the methodology employed in designing the tracking system, challenges encountered during implementation, and strategies for ensuring community engagement and participation. The second initiative focuses on enhancing community connections through the development of an interview survey tailored to capture the experiences and perspectives of farmer's market attendees. With a focus on understanding attendee perceptions regarding pricing, the value of fresh produce, and alignment with personal values, this initiative sought to cultivate deeper insights into the dynamics shaping community engagement with local farmers markets across 13 locations. Participants will gain insights into the collaborative process of survey design, the iterative refinement of survey questions, and strategies for fostering participant engagement and trust. Through dynamic exchange and interactive dialogue, participants will explore the broader implications of these initiatives for promoting transparency, efficiency, and sustainability within community agriculture networks. Moreover, the round table aims to focus discussion on leveraging survey data to inform place based interventions, farmers market policy advocacy, and community networking to bolstering the vitality and impact of farmers markets.