YOUTH PARTICIPATION IN FARMERS’ MARKETS STRENGTHENS CIVIC ENGAGEMENT
4-H and Youth Programming
Darla Campbell
Community Development Specialist
University of Missouri Extension
Lancaster
Abstract
Rural growers often demonstrate strong production skills but face persistent challenges in business planning, particularly in financial management and marketing. These challenges are intensified in economically distressed regions where limited resources and reduced market access constrain the viability of local food enterprises. In the project region, the per capita income is $30,010 compared to the state average of $39,695, youth eligibility for free lunch is 74.6% compared to the state rate of 49.3%, and the medically uninsured rate is 49% higher than the state average. Additionally, low food access rates are 10% worse than the state average, highlighting significant economic and food system vulnerabilities. This project addresses these challenges through a coordinated regional initiative designed to strengthen farmers’ markets, improve business acumen, and proactively engage youth entrepreneurs. The initiative focuses on revitalizing two farmers’ markets while supporting the startup of two others. Barriers to market participation are reduced by equipping youth with business skills, mentoring, and market startup resources. Educational strategies include workshops, one-on-one technical assistance, leadership development, and facilitated strategic planning. Participants receive training in key business competencies while partnering with 4-H and FFA programs. Young entrepreneurs gain hands-on experience by developing products, marketing them directly to consumers, and managing sales at local markets. These experiences build practical skills in budgeting, marketing, customer service, and business decision-making while fostering leadership development and entrepreneurial confidence. Youth build intergenerational collaborations while attracting a younger, more diverse demographic to the market. This venue provides a platform for youth to actively participate in their local community and contribute to its economic and cultural vibrancy. With rising youth unemployment rates, this initiative helps promote social mobility and reduce economic disparities among participating youth. Early outcomes include 52% of participants have developed marketing plans. Market networks have strengthened their communication and collaboration. Vendor participants have increased with youth specifically growing 167%. Customer numbers have increased and additional food outlets have been identified. This presentation shares the project framework, engagement strategies, and outcomes, offering a replicable model for others seeking to strengthen rural markets, build producer business capacity, and cultivate the next generation of agricultural entrepreneurs.
Authors: Darla Campbell
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Darla Campbell Community Development Specialist, University of Missouri Extension, Missouri, 63548