A comparative study of farmers' markets visitors' needs and wants: the case of Alabama

Many studies refer to the importance of farmers' markets for both food producers and for visitors. For producers, the ability to obtain higher returns and/or market part of their produce as value‐added products can be strong incentives, while for consumers benefits include having access to fresher, often tastier foods or simply visiting as a social activity. Relatively few studies, however, explore visitors' needs and wants with regards to their farmers' market experience, that is, from visitors' perspective. The present study explores this dimension, comparing visitors' views in two different farmers' markets, one recently developed (since 2009) in a rural area vs. one already established (since 2004) in a university town (urban area). A total of 356 farmers' market visitors participated in the study. Respondents' comments from the two different farmers' markets are very much in agreement in the context of their needs and wants. Primarily, visitors want more product variety, an extended season, that is, not only limited to the summer season, and more vendors. The fact that more than half of the respondents regularly visit farmers' markets demonstrates their need and interest in locally produced foods. Given such strong interest, the potential for beneficial producer–consumer interactions in the sites studied appears to be enormous. Furthermore, farmers and other food producers have an ideal opportunity to increase the interest of consumers, ‘convert’ them to their foods and realise important benefits in the process. The overall findings also suggest opportunities for the establishment of other farmers' markets in a state (Alabama) with a long agricultural tradition.