June 2019 - Parks & Recreation - 16

RESEARCH
Connecting Communities
Through Farmers Markets

FARMERS MARKETS
Parks and Recreation
Connecting Communities to Healthy Foods

Where healthy food, education, entertainment and
community engagement all meet
By Kevin Roth, Ph.D.

O

ver the past four years, NRPA Research has focused its energies
on two goals: developing data and benchmarks that help agencies
make optimal decisions on operations, programming and spending
and identifying insights that make the case for greater, more stable
funding. One way we deliver on the latter is conducting studies that highlight
the diverse offerings of local park and recreation agencies. Our most recent such
study, Farmers Markets: Parks and Recreation Connecting Communities to Healthy
Foods (www.nrpa.org/farmersmarket), released this month, looks at the role of
farmers markets hosted by park and recreation agencies in local communities.
From centrally located markets in
urban communities to main streets
in small rural towns, Americans are
visiting farmers markets more than
ever before. For many people, farmers
markets are a fun, family weekend tradition. For others who lack access to
healthy food options, they are a critical
source of fresh fruit, vegetables and

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Parks & Recreation

healthy protein. In all communities,
farmers markets are a place to bring
family, friends and neighbors together
through education, entertainment and
community engagement.
Local park and recreation agencies play a significant role in bringing this service to many communities. They are well-suited to leverage

| J U N E 2 0 1 9 | W W W. PA R K S A N D R E C R E AT I O N . O R G

SURVEY RESEARCH FINDINGS

their role as both trusted providers
of health and wellness opportunities and partners in efforts to expand local agriculture initiatives in
all communities. One in 5 park and
recreation agencies in the country
manages a farmers market, according to the 2019 NRPA Agency Performance Review (www.nrpa.org/apr).
Farmers markets are often held
on local park and recreation agency property, but that does not mean
the agency operates the market. In
fact, only half of park and recreation
agencies that host farmers markets on
their property manage these markets.
For the other half of agencies, a separate entity, such as a local nonprofit,
a private company or another local
government department, manages
markets hosted on their property.
But, even if park and recreation
agencies host and manage farmers
markets, most work closely with
third parties on these events. Specifically, 4 in 5 agencies partner
with third parties to ensure these
markets are a success. Nonprofits are a frequent partner, working
with 44 percent of park and recreation agencies that host farmers
markets. A third of park and recreation agencies cooperate with each



June 2019 - Parks & Recreation

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