Alternative Markets

Rising consumer interest in supporting local farmers and obtaining healthy and safe food has led to new direct and value-added marketing opportunities for farmers. From farmers markets, CSA and food hub programs; to farm stores, agritourism, retail outlets, restaurants and cafeterias; and eco-labeling programs; many Washington farmers are testing and incorporating new strategies into their marketing mix. Local food procurement efforts recently launched by government, large retailers, institutional food buyers, and schools in Washington have further fueled demand for regional farm products. Growing markets for local farm products have in turn inspired efforts to develop regional processing, distribution, and marketing infrastructure. CSANR faculty have conducted research and outreach on farmer marketing trends, characteristics of emerging markets, market development strategies, and consumer purchasing preferences.

Featured Publications

Washington State Farmers Market Management Toolkit

Kinney, K. & C. Donovan. 2016. The “Washington State Farmers Market Management Toolkit” is designed to provide timely information, tips, and templates to farmers market managers, board members, volunteers and other organizers as they negotiate the ever-increasing demands of running a farmers market. All chapters are available for download.

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Survey Highlights: Farmers Markets and the Experiences of Market Managers in Washington State

Ostrom, M. & Donovan, C. 2013.

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Summary Report: Farmers Markets and the Experiences of Market Managers in Washington State

Ostrom, M. and C. Donovan. 2013.

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Researching Farmer Characteristics and Strategically Deploying the Data

Recorded webinar presented Sept 25, 2013 by WSU Small Farms Program’s Colleen Donovan. Hosted by Farmers Market Coalition.

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Washington State Farmers Market Manual

Ostrom, M. & Z. Lyons. 2012. The Washington State Farmers Market Association, WSU Small Farms Program and Washington State Department of Agriculture have collaborated to update the “Washington State Farmers Market Manual” (Second Edition). The updated Manual is an excellent overview for communities looking to start a farmers market and for new market managers, boards and agricultural professionals working to support farmers markets.

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Small Farms: The Heart of Washington Agriculture

CSANR Technical Report 2005

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The Importance of Direct Marketing for Washington Farmers

CSANR Research Brief 2005

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Consumer Food Purchasing: Interest in Local and Direct Markets

CSANR Research Brief 2005

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