Farmers’ Market Challenges in a Rural Setting:
A case study of the Elaney Wood Heritage Farmers Market
This case study highlights the challenges faced by rural markets in recruiting and retaining vendors and in attracting customers.
This case study reviews issues and experiences involved with farmers’ market manager turnover and captures lessons learned
at four farmers’ markets in North Carolina. The findings presented here are based on existing research, our surveys of past and
current managers, and informal conversations with market stakeholders.