Abstract
In recent years, there has been an increase in the number of Farmers Markets (FMs) in the United States. Nearly half of all FMs are run by nonprofit organizations (NPOs). This paper surveys the national trends and related policies of FMs in the US and outlines the characteristics of FMs operated by NPOs by conducting a case study of the Portland Farmers Market. The main findings are as follows. 1) Volunteer labor is recruited to play major roles in operating the FM, which makes it easy for local people to take part in the activity. 2) Vendors take full responsibility for their sales, including the setting up and dismantling of their booths, as well as compliance with related laws and rules. This results in their staying at the FM for a longer period than that of FM vendors in Japan 3) Local companies sponsor FMs by making financial contributions, advertising FMs and conducting fundraising events for FMs. 4) FMs aim not only at direct marketing but also consumer education. The various events at FMs such as cooking classes for kids, food sampling and chef's demonstrations provide local residents with the opportunity to taste local foods.
