Metrics in Action

Farmers Market Metrics is helping markets across the U.S. to showcase their impacts and tell their story. Browse this page to get ideas for your market, and be sure to submit your own Metrics in Action.

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Charlottesville City Market


VIRGINIA -The Charlottesville Farmers Market needed a snapshot of a wide swath of activity in preparation for the city’s long term planning process to determine the market’s new location. The number of visitors highlighted the market’s ability to attract people to the downtown area. Justin McKenzie, Charlottesville Farmers Market Manager:

“The fact that we bring an average of 4,000-5,000 people to the area is astounding in a city with a population of just under 50,000.”

Visitor attendance was shared with and favorably received by the Director of Parks & Recreation, Economic Development, the City Manager’s office, and market vendors at their 2018 Annual Meeting.

Pepper Place Farmers Market


In 2020, FMC worked with a small group of innovative market organizations to highlight adaptations during COVID-19. These reports can be used to demonstrate the flexibility implemented by an organization in response to any emergency in their community. 


Williamsburg Farmers Market


VIRGINIA – Tracy Herner runs a #TuesdayTweets campaign at her Williamsburg Farmers Market in historic Williamsburg, Virginia. Each week she shares a metric with a thought-provoking question to make visitors really think about what the data is saying.

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Ruston Farmers Market


Louisiana –  Not all data has to be shared electronically! The Ruston market liked some of the individual data they gathered so much, they printed them as permanent sings in their market space.

Independence FM VA

Independence Farmers Market (VA)

VIRGINIA – Independence Farmers Market Manager Michelle Pridgen shared an exciting success story with FMC about the market’s use of Metrics summary reports.

I had always tracked sales and customer #s because I started off with a USDA grant and I needed to document things.  However the metrics program got me collecting more data and the graphics put that information into an amzing package that is immediately obvious to the general public, funders and grantors.  I’ve included a statement from a recent grant that the Town of Independence received for a market building. Part of the the tracking and definitely the spiffy graphics they refer to were because of you!”

“In the town of Independence’s continued efforts to create partnerships for the construction of the Independence Farmers Market and to begin the development of the first municipal park in Independence the Virginia Tobacco Region revitalization Commission (TRRC) has committed $150,000 toward the project. In the TRRC Financial Viability Assessment, TRRC staff stated; “This is perhaps the strongest farmers market request seen by the Commission to date, as evidenced by a long track record of operations, site control, well-designed construction plans, committed funding from the Town and USDA, experienced market management, a large producer base, a strong schedule of events to attract customers to the market, and arguably the best tracking system of producer participation, sales and customers seen in any TRRC-region market.” 

Congratulations, Independence Farmers Market!

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Virginia Farmers Market Association (VAFMA)

VIRGINIA -Mary Delicate of the Virginia Farmers Market Association recorded this 10 min. webinar of helpful tips for effectively sharing data collected with Metrics. Topics include creating a social media schedule, tagging stakeholders in your posts, sharing data with vendors, and more.

This work was done in partnership with FMC during a 3 year FMPP grant titled: Strengthening the Farmers Market Customer Base through Data-Driven Messaging Campaigns at Local, State, and National Levels.”

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Kalamazoo Farmers Market


Michigan -Markets in Michigan have been using the Metrics resources and platform through the Michigan Farmers Market Association (MIFMA) since 2017. This partnership has offered the Metrics team invaluable feedback from MIFMA staff and markets.

From KFM manager Gaby Gerken: “We took all our data from the metrics portal and had our designers create a brochure that matches with our branding. We will be giving copies to Vendors at our meeting this Spring, which will hopefully make them more trusting of the data collection we are doing. We also hope to use this information in the future for grants and fundraising for the Market Master Plan, as well as pieces for social media promotion in 2019. “

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Countryside Farmers Market


OHIO –  Erin Molnar of Countryside Farmers Market continues the tradition started when the markets first opened to collect and share data with her vendors. She sends all vendors a weekly Market Statistics email, which includes change in sales, attendance, and weather information compared to the previous year. This kind of data helps vendors to gauge the market day and not just rely on anecdotal experience. This also helps vendors to understand how they’re doing in relation to other vendors at the market, and make adjustments as necessary.

Hampton Blvd. Farmers Market



VIRGINIA – The Hampton Blvd. Farmers Market is leading the way in using the one widget model of data use. At the outset of their inaugural market season in 2018, vendor profiles offered a very impressive average 21-mile distance from production site to market. By the height of the summer season with new vendors coming, the market was  able to show an even more impressive 11-mile average distance from production site to market! Not only does that stick in shoppers heads (to encourage those shoppers to see their vendors as neighbor/entrepreneurs), it lets prospective vendors know the market prioritizes nearby production and helps municipal and regional leaders understand why farmland preservation matters.

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MISSISSIPPI –  Sometimes a metric can show you the best way to use its data. The Mississippi  Farmers Market was so pleased with how this metric’s data told a story about their market and how easy it was to understand that they printed it exactly like this for the Department of Agriculture’s newsletter and made t-shirts with it for the market staff to wear.

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Engage Stakeholders


In 2018, FMC tabled at the Slow Food Nations event in Denver.  Attendees were encouraged to select the single metrics that they would most like their favorite market to collect and share with the community.

Print and laminate the Metrics graphics to leave scattered on a table at an outreach event or at the Welcome Booth. This activity helps markets to better understand what vendors, shoppers, and partners want to know. Give it a try!

Northeast Iowa Resource Conservation & Development (Northeast Iowa RC&D)

IOWA – Northeast Iowa Resource Conservation & Development has released a new Market Manager Toolkit.

” This place-based approach offers potential market managers and existing market managers in Iowa an opportunity to connect with colleagues from similarly sized towns, provide their boards or committees with justification and inspiration, and fuel grant applications and private sponsorships.”

The Toolkit includes a section on Measuring Your Farmers Market’s Performance, with information on Metrics as well as general guidance and testimonials about collecting data like visitor counts and visitor surveys. The section starts on page 46 of the PDF download that can be accessed through their website.


Metrics Poster Contest Winners

Each year, FMC hosts the National Farmers Market Poster Contest, sponsored by Farm Aid. Hundreds of farmers markets submit their beautiful marketing posters to our judges in hopes of winning bragging rights and prizes. In 2018, we added a Metrics category to honor the market that best offered Metrics-style data on an appealing and educational poster.  Check out the 2018 winning poster from Hood River Farmers Market.