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Community Development and Local Food Systems: Focus on Cartersville’s Farmers Market in Georgia

Applied Research

Paul Pugliese
County Extension Coordinator
University of Georgia
Cartersville

Abstract

Farmers markets are regular or seasonal community gatherings where local farmers, ranchers, seafood vendors, processed food vendors, and artisans can sell their local and sustainably grown products directly to community members. Markets participate in building or maintaining the network of local food systems. Following an important shift in consumer behavior in 2020, some farmers markets had to face a substantial increase in demand for local food products. Numerous surveys have emphasized consumer interest for fresh, high-quality local foods sold at farmers' markets. Furthermore, factors such as social appeal, convenience, and ambiance have played significant roles in determining the success of such ventures. Recent studies have broadened their focus to include social and environmental aspects, revealing the impacts that farmers' markets have on communities. This study is the result of a collaborative effort among faculty from the University of Georgia’s Department of Agricultural and Applied Economics, the Center for Agribusiness and Economic Development, and the County Extension office in Bartow County, GA. This study aims to define the profiles and activities of visitors and buyers within the market, while also evaluating its economic, social, and environmental implications. Based on guidelines to evaluate local food systems and a buyers’ survey conducted directly at the market during the 2022 season, the results underscore visitors’ and buyers’ high levels of satisfaction toward the Cartersville Farmers Market. In terms of strategic planning for farmers market practitioners, this study highlights three key points for consideration. First, it emphasizes the holistic nature of markets, where buyers value experiences, ambiance, and social interactions with vendors and peers. Second, it underscores the potential of younger buyers as a demographic for local producers to engage with. Third, it advocates for partnerships between market organizers and nearby businesses, as these collaborations can foster economic development within the community.

Poster has NOT been presented at any previous NACAA AM/PIC

This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.

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Authors: Paul Pugliese, Vanessa P. Shonkwiler, Angelica Bridges-Davis, Sharon Kane, John Salazar
  1. Pugliese, P. County Extension Coordinator, UGA Extension, Bartow County, Georgia, 30120
  2. Shonkwiler, V. Public Service Associate, UGA Department of Agricultural and Applied Economics, Georgia, 30602
  3. Bridges-Davis, A. County Extension Agent, UGA Extension, Bartow County, Georgia, 30120
  4. Kane, S. Senior Public Service Associate, UGA Center for Agribusiness and Economic Development, Georgia, 30602
  5. Salazar, J. Professor, UGA Department of Agricultural and Applied Economics, Georgia, 30602