Overview
The Farmers Market Coalition (FMC), in partnership with USDA’s Agricultural Marketing Service (AMS), developed two toolkits to expand access to fresh, healthy foods and strengthen local food systems. These resources can help markets and institutions implement effective farmer market programming that supports nutrition education, community engagement, and local producer sales.
The Fruit & Vegetable Education Toolkit builds on USDA’s VegU Model, offering markets step-by-step guidance to design and deliver produce-based nutrition education. It covers curriculum development, produce selection, and seasonal planning, along with practical tools for equipment procurement, branding, marketing, partnerships, and evaluation. The toolkits are designed to help advertise visitor engagement on how to grow, pick, prepare, and store fruits and vegetables, encouraging healthier diets while supporting local farmers.
The Starting a Farmers Market at a University Toolkit provides a framework for planning and launching on-campus markets. Structured around the “Four M’s” (mission, management, marketing, and measurement), it helps universities define their goals, assess community needs, recruit vendors, and build strong partnerships. It also includes strategies for student engagement, operations, promotion, and evaluation, ensuring markets are sustainable and aligned with campus and community priorities. This toolkit supports institutions in creating inclusive, educational spaces while expanding direct marketing opportunities for small producers.
Resources
Fruit & Vegetable Education Toolkit
Starting a Farmers Market at a University Toolkit
Publication
August 2025