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National Farmers Market Manager Survey, 2006

机译：全国农民市场经理调查，2006年

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Our latest analysis of the U.S. farmers market industry shows the sector continues to experience brisk growth, but that many newer farmers markets have not yet been able to generate the sales volume enjoyed by older farmers markets, raising questions as to whether current levels of industry growth can be sustained over time. Between the year 2000, when AMS conducted its fi rst comprehensive national survey of farmers markets, and the end of 2005, the number of farmers markets in the United States increased 43 percent, from 2,863 to 4,093, an average growth rate of 8.6 percent a year. As a result of the massive expansion in the number of farmers markets since 2000, nearly 30 percent of all seasonal markets are less than 5 years old and most still appear to be establishing themselves economically. Managers of these young markets reported monthly sales only half the national average of all markets. They also reported fewer vendors (22 compared with a national average of 31) and fewer customers per week (430 compared with a national average of 959). The large percentage of young markets explains in part why the growth in the number of farmers markets is not mirrored by a corresponding growth in sales. Total farmers market sales in 2005 are estimated to have slightly exceeded $1 billion, compared with $888 million in 2000, an average annual growth rate of 2.5 percent. To ensure the scope of the study included only markets engaged primarily in direct-to-consumer retail sales, it was restricted to farmers markets that relied on direct sales to consumers for 51 percent or more of their revenue, a restriction that may have resulted in a conservative overall sales estimate. Despite some slippage in the volume of sales per market site between 2000 and 2005, the number of farmers participating in farmers markets still appears to have increased signifi cantly. The average number of vendors per market, weighted for regional differences, increased from 27 in 2000 to 31 in 2005. Market managers reported in 2005 that 25.1 percent of vendors used their farmers market as the only outlet for their farm products.It is interesting to note that the percentage of minority vendors at farmers markets was higher than the percentage of minority farmers in the general farming population. More than 11 percent of vendors at farmers markets were reported to belong to minority groups, compared with 4.8 percent in the general farming population, as reported in the 2002 Census of Agriculture.1 The disparity is particularly striking considering that the Far West region, which features more ethnic diversity in the farming population than the rest of the country (Figure 33), was somewhat underrepresented in our 2005 survey. Farmers markets appear to represent a particularly important marketing channel for minority growers, perhaps because of the low cost of market entry or the volume of product needed to participate, or because the specialized merchandise they grow lends itself well to direct sales outlets. The average number of customers at farmers markets per week declined slightly from 1,055 customers per week, reported in 2000, to 959 customers per week, reported by managers in 2005. Nevertheless, the decline in the average number of customers was somewhat offset by the 43 percent growth in the number of farmers markets between 2000 and 2005.

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