Localvores rejoice! UI study shows surging popularity for farmers markets, CSAs

Farmers markets and other local food outlets have exploded in popularity recently — there are record numbers of markets, food co-ops, Community Supported Agriculture programs and local food-focused restaurants across the county.

A new study by researchers at the University of Iowa found that, although producers and consumers of local foods are partly motivated by traditional economic concerns — such as better profits for producers or better-tasting food for consumers — they also are inspired by relationships and ideology.

The researchers found it's not just a love of fresh vegetables driving the growth — it's a desire among consumers to support local farmers and among farmers to interact with their customers.

The researcher was led by Ion Vasi, an associate professor in the UI's Department of Sociology and Tippie College of Business, and Sara Rynes, a professor of management and organizations in the UI Tippie College of Business, along with graduate students Christina Li and Jordan Nielsen.

They looked at the number of farmers markets, food co-ops, community-supported agriculture providers and local food restaurants in cities across the United States and conducted a survey of 472 farmers market consumers. They also conducted 40 interviews with local food consumers and producers in Iowa and New York.

Rynes said they were intrigued with market growth after reading a 1971 study from Iowa State University predicting farmers markets would go extinct. At the time, the number of markets nationwide was approximately 340, and many were doing poorly.

In sharp contrast, the U.S. Department of Agriculture listed 3,706 farmers markets in 2004 and 8,268 in 2014. In addition, Internet searches for farmers markets have almost tripled and mentions of farmers markets in the media have almost quadrupled over the past decade.

Community Supported Agriculture — CSAs, in which consumers buy directly from farmers — has grown from only two providers in the mid-1980s to more than 6,000 in 2014.

A perfect storm of several things has built to fuel the local food movement during the past few decades, the researchers said. These include the 'buy local' push that is responding to what then was an expansion of big-box stores, promotion of the health benefits of fresh and organic food and a growing focus on the environmental effects of industrial agriculture.

'Unlike a lot of social movements, this seemed to be a big-tent movement — lots of different kinds of people are interested in local food. It's the entire age spectrum, the entire political spectrum, the entire income spectrum as well,' Rynes said.

However, the movement has developed unevenly across the nation, the researchers found. Markets are most likely to spring up in places with higher education levels, higher income levels and more institutions of higher education.

They also are more likely to grow in places with high levels of civic engagement and commitment to health and the environment.

Vasi shared the results of the study Aug. 22 at the American Sociology Association annual meeting in Chicago.

This Saturday, from 7:30 a.m. to noon, will be the final Downtown Farmers' Market of the year for Cedar Rapids.