A shortened Food Supply chain (see image below) can reduce the overall food-environmental footprint, improve social-economic outcomes for farmers, spur regional economic growth (helping farmers stay in Agriculture), and improve food quality (selling at the peak of freshness and nutritious content).
According to the US Farmers Market coalition for every USD 100 spent on a farmer’s market, 62% stays within the local economy.
Farmers’ markets also provide opportunities for the less privileged. Approximately 13% of US farming operators are Latinos and 2% are African Americans. About 36% of all US farmer operators are women.
Farmer’s markets are also an excellent leading indicator to assess farmer’s appetite for a direct-to-consumer journey. Within the last 30 years, the US has grown from 1755 Farmer’s markets to a whopping 8041 in 2019.
A combination of stable broadband access, accessible land prices, a transparent commercially viable D2C route, connected and accessible systems (platforms, IoTs, and potentially vertical farming) creates an attractive route for the younger generation seeking to depart from an urban lifestyle while diving into an entrepreneurial career path.