New Mexico farmers' markets

              STATE
UNIVERSITY
New Mexico Farmers' Markets
Technical Report 44
Clayton Puckett, Jay M. Lillywhite, Ereney Hadjigeorgalis, and David Delannoy'
Introduction
According to the 2002 Census of Agriculture, more
than 116,000 farms participated in direct sales to individuals for human consumption, with sales value
exceeding $812 million (USDA/NASS 2002). Nearly
50 percent of this revenue ($382 million) was earned by
farms whose total direct sales were less than $50,000.
An important component of direct sales are sales made
through farmers' markets. In 2004 there were approximately 3,706 active farmers' markets2 operating in the
U.S. (USDA- AMS, 2005).
The increasing popularity of farmers' markets as a
direct marketing tool is also observed in New Mexico.
From 1971 to 2003, farmers' markets increased from
three to 38 (New Mexico Farmers' Market Association
(NMFA), 2002). Total farmers' market sales in New
Mexico more than doubled between 1998 and 2001
and exceeded $3 million annually in 2002 (NMFA,
2002). The growth of farmers' markets in the state can
be associated with the large proportion of small farm
operations. Approximately 43 percent of New Mexican
farms had fewer than 50 acres in 2002 and 54 percent
reported sales under $2,500 in 2002 (USDA-NASS,
2002). Total direct sales to individuals for human consumption in New Mexico reached $6,582,000 in 2002
(USDA-NASS, 2002).
Since 1994, the USDA has issued a biannual national
survey of farmers' markets (Payne, 2002)3. This research
complements the work conducted by the USDA by providing specific information about New Mexico farmers'
markets from a manager's perspective. It summarizes the
findings of a 2003 New Mexico survey of farmers' market managers and compares them to data obtained from
the USDA publication "U.S. Farmers' Markets-2000 A
Study of Emerging Trends."
New Mexico's Farmers' Markets
With a ratio of nearly 20 farmers' markets per million
people in the population, relative to its population,
New Mexico ranks 11th in the U.S. (NMFMA 2002;
U.S. Census 2004). The state ranks 34th in terms of its
agricultural workforce,4 as there is less than one farmers'
market per 1,000 people working in agriculture-related
industries (NMFMA 2002; U.S. Census 2004). According to the 2002 Census of Agriculture, 1,071 New
Mexico farms generated over $6.5 million in direct sales.
Based on sales estimates from the New Mexico Farmers'
Marketing Association, we can conclude that the majority of these direct sales were generated through farmers'
markets.5
Methodology
Preliminary data regarding issues facing New Mexico
farmers' markets were obtained from the New Mexico
Farmers' Marketing Association (NMFMA). Researchers at the Department of Agricultural Economics and
Agricultural Business at New Mexico State University,
together with administrators at NMFMA, developed
a survey instrument to assess the current state of New
Mexico's farmers' markets from the perspective of the
market manager. Survey design and content were influenced by a number of factors, which included previous
e identified by si
Department of Agricultural Economics and Agricultural Business, New Mexico State
al.sta
rt-pul.
regional farmers' marketing associations. Farmers'
rring basis to sell a variety of fresh fruits, vegetables and
' Graduate assistani
University, Las Ci
' This number represents markets that were identified by state departments of agriculture
markets were defined as "a common facility or area were multiple farmets/growers gathe
other farm products directly to consumers" (Payne, 2002).
3 In 2000, the survey was mailed to the 2,863 identified markets in the country. Of these, a response
questions in six general categories, which included physical characteristics of the market, market adi
market and customer demographics.
' The agricultural workforce is that portion of the population that is directly involved in agriculture, forestry, fishing, hunting or mining.
5 Data from the New Mexico Farmers' Marketing Association show that in 2001 gross sales from New Mexico farmers' markets accounted for more than
74 percent of total direct sales in the state. (NMFMA, 2002).
To find more resources for your business, home, or family, visit the College of Agriculture and Home Economics on the
World Wide Web at www.cahe.nmsu.edu
iver 50 percent was achieved. The survey asked
and operations, market sales, farmers using the