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Northeast Survey Reveals Farmers Market Shopping Motivation

The Times Herald-Record reports on a survey of what motivates farmers market shoppers in the Northeast, as conducted by Cornell University’s School of Applied Economics and Management. The survey of shoppers in New York, Vermont, Massachusetts, and Maryland evaluated why people shopped at farmers markets, why they stopped shopping there, or why they had never shopped there. The survey revealed support for local food purchasing and showed that shoppers value the convenience of one-stop shopping. Interestingly, the survey found little appeal for shoppers in establishing relationships with farmers at the market, and it found that adding entertainment, crafts, children’s activities, and prepared food at the market did not draw additional shoppers, nor motivate buyers to buy more.