'I'm getting desperate': what we know about farmers' markets that fail

This paper explores hidden problems amid the impressive expansion of farmers' markets in Oregon and throughout the United States. Although markets are growing in number, a surprisingly large number of them fail. A challenge for many markets is inadequate revenue to Support market operations such as paying for the management personnel to perform functions necessary to grow and sustain markets. Smaller markets may enter a downward spiral in which they cannot attract additional customers because they do not have sufficient vendors but cannot attract additional vendors because they do not have sufficient customers. The analysis identifies five intertwined factors associated with markets that fail: small size, a high need for products, low administrative revenue, a volunteer or low paid manager and high manager turnover. The paper also examines the more general issue of why some markets struggle by exploring a Correlation between new markets and inexperienced managers, and effort thresholds for volunteer managers. Recommendations to assist markets toward success include better planning, manager and board of director training and community financial support. The findings of this study have broad application.