The Michigan Farmers Market Association is seeking support to research and develop best practices for data-driven communications and marketing to ensure equitable access to farmers markets in Michigan. Recent research by Michigan State University and MIFMA shows a gap among farmers markets using the data they have access to toward internal improvements related to food security, racial equity, and sustainability. Managers have also noted difficulties in collecting data from their vendors and customers and many have questioned the usefulness of some data. This project will allow MIFMA to address these challenges by 1) identifying metric and data collection processes that best align with the current goals of the markets, and 2) determining the most effective messaging strategies to communicate how markets support a sustainable and equitable food system, encourage more BIPOC and low-income households to shop at the market, and demonstrate the value of data collection efforts to all stakeholders.
Michigan Farmers Market Association
2201-149635
2022