The 2011 ASHS Annual Conference

Farmers’ markets in Arkansas have been increasing in number and attendance as more people seek a connection to their food purchases, especially knowing from where their food came and who grew it. In 2009, twelve farmers’ markets in northwest and central Arkansas were evaluated using the rapid market assessment techniques, Mystery Shopper evaluation and Customer Dot surveys.  A Mystery Shopper evaluated market characteristics ,on a Likert scale from 1-5, for things such as appearance, signage, parking, flow, etc. Customer Dot surveys were collected from 644 customers regarding reasons for shopping at the market, money spent at market, and shopping at other local businesses. The evaluation revealed several trends.  In general, markets need improved directional signs and way-finding for the market, for both access and parking, and additional seating was needed for market customers.  Markets ranked high on reasonable parking access, vendor friendliness and, logical traffic/pedestrian flow through the market. Customer survey results verified that for 75% of customers the most important reason for shopping at the farmers market was the availability and access to local produce.  Additionally, 77% of survey consumers said they would visit nearby businesses not associated with the market but in proximity to the market.  These results demonstrate the additional economic value of the market to the local business community and identify the opportunity for collaboration with other local businesses.