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Developing Viable Farmers Markets in Rural Communities: An Investigation of Vendor Performance Using Objective and Subjective Valuations

Posted: November 6, 2012

Farmers markets are drawing increasing attention by consumers as a local source of fresh foods; by producers as an alternative marketing opportunity to improve farm sales; and by policy makers concerned about the limited availability of affordable, nutritious foods in low-income, sparsely-populated rural areas.

by T.M. Schmit and M.I. Gómez, Food Policy, 36, 119-127, 2011.

Using unique data collected from customers, vendors, and markets in a rural region of New York State, we develop an empirical model of subjective and objective measures of vendor performance to identify important factors for improved market sustainability.