Marketing Services Program

MARKETING SERVICES PROGRAM

Feasibility Studies for Wholesale and Farmers
Markets in the Form of Cooperative Agreements,
Technical Assistance, Information and Data Analysis

Formerly known as the Wholesale and Alternative Markets Program (W&AM), the Marketing Services Program is the office within USDA that supports and promotes the development of farmers' markets and provides a repository of information on such markets. They should be the first stop for those searching for information and assistance for farmers' markets.

The Marketing Services Branch promotes and enhances the overall effectiveness of the domestic food marketing and distribution system and promotes better quality and variety of products to the customer by improving market access for small to medium-size farmers.

MSB provides technical assistance, information and data to assist in developing feasibility studies for wholesale, collection, farmers and direct markets. This assistance is available through collaboration efforts with project participants in the form of cooperative agreements. This is not a grant program. While individuals may seek information directly from MSB staff, all project requests involving a substantial impact on program resources must be associated with State, tribal or local government agencies, farmers' cooperatives, or non-profit organizations and should receive endorsement from the State department of agriculture.

The program focuses on four types of markets: wholesale, collection, farmers, and direct markets. MSB analyzes marketing facilities, processes, and methods in cooperation with State, local and tribal governments, universities, farmer groups, and private enterprise segments of the U.S. food industry. Marketing Services uses staff agricultural marketing specialists, architects, engineers, economists and university, state and other government agency professionals to form teams that perform marketing and facilities studies.

Specifically, the Marketing Services Program personnel:

Identify and define projects related to market development;
Conduct research and market analysis related to project feasibility studies;
Provide strategic planning for wholesale, collection, farmers, and direct markets for sustainable long-term development;
Prepare preliminary designs, specifications and technical engineering consultation for market construction or renovation;
Evaluate marketing opportunities for specific crops and geographic areas to improve market access for small to medium-size farm operations;
Prepare and provide producers and customers with technical assistance and resource materials related to developing and gaining access to niche markets; and
Exchange information and make presentations to cooperators and professional/industry organizations to convey study findings.

Project Examples
Fort Worth Farmers Market - This study was conducted in cooperation with Texas Department of Agriculture, Texas Agricultural Extension Service, Fort Worth Convention and Visitors Bureau, and other city businesses to develop a farmers market on a permanent site in downtown Fort Worth. Specific objectives were; to determine facility and space requirements and develop conceptual designs; identify functional and operational features of market facilities, design options, and potential operating constraints; develop detailed construction cost estimates; and develop a business plan for operating the new market facilities.

Thomasville, GA., Regional Market Facility Study - This study was conducted in cooperation with the Georgia Department of Agriculture to evaluate the feasibility of upgrading the present market or building a new facility for the collection and assembly of produce grown in Southern Georgia. This auction market provides access to the mass market for small- and medium-sized farmers 67 counties in Florida, Alabama, and Georgia.

A Review of Little Rock's River Farmers Market Operations - This study was conducted in cooperation with the City of Little Rock to develop criteria for business and operational improvements at the market which opened in 1996. The study cited the need for attracting small farmers, locally produced farm products, and fresh specialty products.

Publication Examples
The MSB has released many publications on farmers' markets, including the following: