Articles
Pop-up farm markets: innovation in urban agriculture
Article number
1356_7
Pages
47 – 50
Language
English
Abstract
Pop-up farm markets have become a popular method of marketing fresh produce in urban areas.
Different than traditional farmers markets, pop-up markets are usually a single farm offering fresh produce at different locations to meet the needs of the food insecure and to increase daily sales.
Utilization of the pop-up method in urban areas expanded during the pandemic.
This was due to the flexibility of government regulations which allowed urban farmers to try new things in locations where sales had not been permitted in the past.
The results of this flexibility have been exposure to new customers, the ability to serve more food insecure communities, enhanced sales opportunity during peak harvest, and increased income for urban farms.
Pop-up markets became innovative during the pandemic.
This included accepting more food assistance programs, developing partnerships, and using neighborhood-based marketing.
The results of this innovation suggest a bright future of direct marketing local foods in urban areas.
This presentation will feature case studies of urban farms who utilized the pop-up concept during the pandemic with positive results.
The presenters will share the positive attributes of pop-up markets, effective implementations, and continued challenges.
Different than traditional farmers markets, pop-up markets are usually a single farm offering fresh produce at different locations to meet the needs of the food insecure and to increase daily sales.
Utilization of the pop-up method in urban areas expanded during the pandemic.
This was due to the flexibility of government regulations which allowed urban farmers to try new things in locations where sales had not been permitted in the past.
The results of this flexibility have been exposure to new customers, the ability to serve more food insecure communities, enhanced sales opportunity during peak harvest, and increased income for urban farms.
Pop-up markets became innovative during the pandemic.
This included accepting more food assistance programs, developing partnerships, and using neighborhood-based marketing.
The results of this innovation suggest a bright future of direct marketing local foods in urban areas.
This presentation will feature case studies of urban farms who utilized the pop-up concept during the pandemic with positive results.
The presenters will share the positive attributes of pop-up markets, effective implementations, and continued challenges.
Authors
E. Barrett, R. Leeds
Keywords
pop-up markets, food access, food insecurity, urban farms
Groups involved
- Division Landscape and Urban Horticulture
- Division Horticulture for Human Health
- Division Greenhouse and Indoor Production Horticulture
- Division Horticulture for Development
- Division Precision Horticulture and Engineering
- Division Vegetables, Roots and Tubers
- Commission Agroecology and Organic Farming Systems
- Working Group Urban Horticulture
- Working Group Landscape Horticulture
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