This report presents the findings of a study that examined the interactions farmers and consumers are having at farmers markets in Western North Carolina on the topic of farmer growing methods. Overall, findings show that farmers markets are places where shoppers expect to find sustainably grown food. Results also point to the larger role of farmers markets in local food system building and the opportunity farmers have, in sharing production practices, to build customer relations and demand for their product in other retail environments. Additional findings point to the challenges of communicating about growing practices at farmers markets and, from this, the need for farmers to be deliberate in their communication strategies and the need to enhance consumer literacy of growing methods.
