National Farmers Market Week, an annual celebration highlighting the role of farmers markets to agriculture, our communities and our food system is coming up August 2-8, 2026 . Over the past decade, the Farmers Market Coalition has grown the annual celebration from a simple United States Department of Agriculture (USDA) proclamation to a widely anticipated event and opportunity to connect local farms with their communities, and promote the need for more and better support for an increasingly popular and important food marketing channel.

In a 2018 Forbes piece , Nicole Rasul highlighted that farmers markets represented over $700 million in sales for local farmers, ranchers and food producers. More recently, the USDA report ed 2022 direct sales by farmers to consumers through venues such as farmers markets increased to over $3 billion. Although still a small share of the trillions of dollars US households spend on food, these markets play a few unique roles for farmers, buyers and communities.

In a more recent national survey of the public led by the Farmers Market Coalition (FMC) and the University of Wisconsin, and published in 2025 , they report a notably high 80% of Americans visit a farmers market at least once per year, with almost half (41%) attending six or more times per year. The motivations for this level of engagement may vary by household and community. One author, Bret Shaw notes, “People are drawn to markets not only for the fresh, high-quality food but also for the sense of community and connection they provide.”

The role of farmers markets within vibrant communities

It seems every downtown or main street is excited to host a farmer’s market, as the above data suggests a high level of foot traffic may accompany market days. The FMC survey confirmed that nearly half (48%) of those attending markets reported connecting with others in their community at the market, and this builds social capital that is known to enhance broader civic engagement.

There is also evidence that farmer’s markets can provide a local economic boost to the area where it is held, as 49% of survey respondents shopped at nearby local businesses and 42% ate at local restaurants during the farmer’s market trip.

“Farmers markets provide health, economic, and social benefits to communities. With those benefits in mind, we see potential for new or expanded partnerships between farmers markets and local governments, businesses, and community organizations to promote and sustain farmers markets,” concluded Laura Witzling a lead author from the FMC study team.

Farmers markets address food access and broader public health

It is no secret the health community wants Americans to include more produce, and whole and fresh foods in our diets, but there are many barriers to adopting better diets. It seems farmer’s markets can be part of the solution with over 75% of attendees reporting they eat healthier because of purchases they make at market (but of course, they may go to the market because they are trying to eat healthier). What is clear is that farmer’s markets at least improve access to wholesome foods, but affordability is now top of mind and it is challenging to compete with food prices at wholesale stores.

So, for those with limited budgets, food policymakers and farmers markets continue to explore solutions, including the ability to use Supplemental Nutrition Assistance Program (SNAP) benefits at markets, which would serve at least some low-income individuals. The 2025 FMC survey reported that, among farmers market attendees who also participate in SNAP, 72% reported interest in using SNAP benefits at the farmers market so this policy seems to be timely and effective.

Farmers markets support and sustain the agricultural landscape

Although it is important and exciting to see farmer’s markets gaining popularity among buyers by offering healthy foods, community building and better food access, one of the key tenets of many markets is to let farmer’s better manage how they sell their products. More attention was drawn to the role of local supply chains, like farmer’s markets, during COVID when the public’s attention was heightened because of food market disruptions. There was evidence such markets were one strategy many communities used to addressed food security, maintain markets for food producers and thus, COVIDvcatalyzed conversations about rebalancing the portfolio of how and where Americans buy their food.

The USDA Economic Research Service (USDA ERS) recently released a report on beginning farmers , a group policy has sought to support and help to sustain given the aging farmer population and tight profit margins. They noted that farms with beginning farmers and ranchers as key operators tend to be smaller in scale, and also, are more likely to sell products through local food market channels. But more importantly, the report highlighted that those beginning farmers who focused on local and differentiated product markets (organic, value added foods, and operating agritourism events) were more likely to survive when evaluating 10-year survival rates. In short, farmers markets may be key to growing and maintaining our farmer, rancher and entrepreneurial food producers.

Farmers markets have been operating and expanding for decades, but data suggests that local and regional supply chains are maturing with a variety of other marketing innovations to build on the engagement created by these markets. A variety of food hubs, shared kitchens, local purchasing policies and marketing programs have emerged over the past three decades. The USDA’s Ag Marketing Service now has a whole portfolio of Local Agriculture Market Program grants that invests local and regional food business enterprises that process, distribute, aggregate, or store locally or regionally produced food products. Next time you are shopping at a farmer’s market, ask your vendor if they are involved in other regional initiatives such as those the USDA supports.

Celebrate Farmers Markets this August

While the Farmers Market Coalition study highlights many positive aspects of markets, it also identifies challenges including that fact that nearly 60% of attendees cited forgetting about the markets, but even with those who make markets part of a routine, sometimes the convenience of more hours and locations win out. The food hubs and growing regional supply chains may offer up one solution, while increasing online ordering options being offered by more farmers markets is the right fit for some households. Yet, each of those innovations may present new challenges, costs and the loss of the community building some seek.

One thing is clear: Americans appreciate markets and it is high season for much of the country, so early August is a great time to celebrate these important community institutions. I feel fortunate to have a rich landscape of farmers markets, farm stands, local bakeries, butchers and a food coop within miles of my home to visit, but I know those producers and owners hustle to remain connected with their customers and financially viable. Yet, I never cease to be amazed at how the local food landscape continues to offer a more diverse set of offerings for a longer set of months across a wider set of markets, stores, restaurants and places.