Despite the growing popularityof farmers' markets (FMs) across the UnitedStates, the experiences and perspectives offarmers who sell at markets have received verylittle research attention. This study describesthe views of 18 farmers from Upstate New Yorkon the importance of FMs as part of theirlifestyle and livelihood, the challenges theyface selling at markets, and their conceptionsof ideal FMs. Through in-depth, semi-structuredinterviews, farmers expressed economic andsocial motivations for selling at FMs; socialbenefits from interacting with customers; andthe challenges they faced as small-scalefarmers and sellers, including extra-marketcompetition, uncooperative and problematicmarket vendors, rising farm input costs, andchanging consumer trends. Farmers alsodiscussed personal values associated withselling at FMs, such as pride in raising andmarketing one's own products, working togetherwith other farmer-vendors, and providingcustomers with honest information. Visions ofideal FMs were varied among farmers, but therewas general agreement that FMs should provide adiversity of products to attract customers andeducational opportunities for the public tolearn more about FMs and local produce. Theinterdependence of FM farmers was a majoremergent theme across interviews. Findingssuggested that market experiences of FMfarmers, including economic success, are notonly contingent on personal effort, but canalso be affected by the work of fellow vendors.Future research may look to further explore howFM farmers and other vendors interact ascooperative and competitive social and economicunits. At the community level, FM leadershipshould continue to focus on the experiences andperspectives of farmers and other marketvendors, in addition to identifying ways forenhancing cooperative FM enterprises. Copyright Kluwer Academic Publishers 2003
