The Radford Farmers Market, pictured here, is one of several local farmers markets available to consumers.
RICHMOND—Picking out farm-fresh produce, mingling with growers and supporting the community are all part of a day’s fun when visiting a local farmers market.
As National Farmers Market Week kicks off Aug. 4-10, communities are celebrating the role farmers markets play in supporting local agriculture, building connections and delivering fresh local produce to patrons. Now in its 25th year, the annual event is sponsored by the Farmers Market Coalition, which aims to highlight markets’ impact on the nation’s food system and economy.
“The food sales at farmers markets create stronger local economies because a greater share of the money spent there is more likely to remain in the community—supporting local jobs and services, compared to the money being sent to a distant corporate office,” explained Tony Banks, senior assistant director of agriculture, development and innovation for Virginia Farm Bureau Federation.
That’s evident in a statistic from the U.S. Department of Agriculture that reports growers selling locally create 13 full-time farm operator jobs per $1 million in revenue earned, compared to only three jobs created by those who don’t.
Additionally, of $2.9 billion in direct-to-consumer sales, on-farm stores and farmers markets accounted for $1.7 billion. And 78% of farms selling directly to consumers sold their marketed food within 100 miles of the farm.
Farmers markets also play a crucial role in addressing food insecurity. Many markets accept Supplemental Nutrition Assistance Program benefits and participate in Virginia Fresh Match.
In 2021, over $100 million in federal nutrition benefits was redeemed nationally at farmers markets and through direct market sales, according to the USDA.
Marketgoers can find an abundance of fresh produce at any of Virginia’s 250 farmers markets, including peak-season berries, heirloom tomatoes, melons, snap peas and sweet corn. Beyond fresh produce, markets are hubs for local meats and seafood, artisan wares, fresh flowers and value-added products like cheese, baked goods, jams, pesto and salsas.
“Consumers may find cherished varieties or foods prepared from old-time favorite recipes that aren’t available in grocery stores,” Banks noted.
Farmers market fans can vote for their favorite market through the America’s Farmers Market Celebration. Hosted by American Farmland Trust, the contest highlights farmers markets’ importance and is the only annual ranking of top farmers markets in the U.S. as voted by the public. Voting is open through July 31 at markets.farmland.org.
The top five farmers markets will receive a combined $15,000, which they can use to help with marketing, communications and other needs to expand the market’s reach and impact.
According to the AFMC website, the Charlottesville City Market ranks third nationwide. The Portsmouth Olde Towne Farmers Market ranks fifth among the Southeast region’s top markets.
Virginia Farm Bureau