Understanding Barriers to Farmers' Market Patronage in Michigan: Perspectives From Marginalized Populations

Farmers' markets are touted to bring community development and nutritional benefits yet are criticized for being patronized by narrow segments of society. We review literature on farmers' market attributes thatmotivate patrons, finding little research that explores either the interaction of incentives and disincentives or unique perspectives from marginalized populations. We report on focus groups and a statewide survey in Michigan investigating attitudes and behaviors surrounding farmers' markets with an eye toward underrepresented groups. Though interest in fresh, local products was widespread, attitudes and barriers experienced differed across demographics. We conclude with implications for stakeholders wishing to increase the relevance of direct markets in diverse societies.