Nevada Farmers Markets Needs Assessment | Extension | University of Nevada, Reno (2024)

Executive Summary

In 2023, 31 farmers markets were in operation in Nevada, concentrated in the three major population centers surrounding Las Vegas, Reno-Sparks-Carson City and Elko. In southern Nevada, all but one market was open year-round. In contrast, in northern and eastern Nevada, all but one market were seasonal, open between late May and early October. Seven and 10 markets were located in low-income and low-access census tracts respectively, with two markets serving food deserts that had both characteristics. The smallest rural market had only a couple of produce vendors, whereas larger urban/suburban markets had more than 50 vendors selling food and nonfood merchandise, as well as agricultural products. Except for a few large markets in the north, however, Nevada farmers markets typically had only one produce vendor in any given category, offering limited choices. Despite the extreme climate of Nevada, only one market was held indoors, with four additional markets in covered outdoor spaces. All others were outdoors. Most markets displayed signs with varying levels of visibility. Vendors at the markets had room for improvement in price display, credit card acceptance and other signage.

In terms of online presence, both farmers' markets and farmers used Facebook most commonly, followed by websites and Instagram. Post frequency, recency and content were widely varied. Considering the small number of food growers in Nevada, their participation in farmers markets was high, with 81 farms across the 31 markets. At the same time, most farms were in only one market. Results from market manager interviews and farmer and consumer surveys complemented these findings. The top training and technical assistance needs expressed by both farmers' market managers and farmers were generating free news coverage, using social media, having a presence on Google Maps and making a strategic marketing promotion plan. Market managers identified effective use of social media and content creation for social media as a gap in their consumer marketing. Other potentially fruitful avenues to explore in training and technical assistance include how to interact with customers, signage for markets and vendors, partnering with health programs and other organizations, educating the public about where food is grown and the benefits of eating fresh fruits and vegetables, and shoring up more support from local governments and the community. For farmers, the biggest challenge was not enough consumers at the markets. Indeed, consumer survey participants reported infrequent visits to farmers' markets. At the same time, consumers held positive beliefs about farmers markets and the produce sold there and were highly open to attending farmers markets.