OUR STORY

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OUR STORY

In July 2021, farmers market associations from across the globe came together to help launch something truly special: the World Farmers Market Coalition. Their enthusiastic support set the stage for a historic partnership with Campagna Amica, culminating in the Coalition’s official debut at Rome’s iconic Circo Massimo farmers market, welcoming UN Deputy Secretary-General Amina Mohammed. From Ghana to Georgia, Norway to Denmark, Canada, the USA, and of course Italy, the world united over a shared passion for farmers markets.

Representing our countries and associations in this global mission has been a profound honor. With the UN’s “Zero Hunger” goal guiding us toward 2030, we see farmers markets not just as community hubs, but as catalysts for sustainable food systems worldwide. The warmth, inspiration, and collaboration we experienced, from new friends around the world to our generous hosts in Italy, continue to drive us forward. As our Director General Carmelo Troccoli reminds us: “We have no leaders, we are all leaders.” Together, we are growing a global movement to support and strengthen farmers markets, one community at a time.

Our Manifesto

Farmers markets are like flowers. When given care, they thrive in sunlight and seek room to flourish. We envision a world of farmers markets, much like flowers in a field, serving as interactive symbols of commerce and community.

Across the globe, from North to South, the timeless tradition of farmers markets is being reimagined to meet the urgent challenges outlined by the United Nations Sustainable Development Goals.

Since the earliest days of civilization, farmers markets have shaped civic, commercial, and cultural life. They connect communities of all sizes, bridging people, traditions, and ideas. In essence, they are vital indicators of social, economic, and environmental health.

We celebrate the intentional reinvention of these marketplaces, bringing joy to daily life, dignity to those who cultivate the land and waters, and a renewed sense of place. They bring people closer to tradition and innovation alike, giving consumers choice, agency, and a taste of something authentic. When guided by clear and transparent principles, 21st-century farmers markets thrive as collaborations between farmers, consumers, and communities. But they do not run themselves, they require care, attention, and thoughtful management. And while no two markets are exactly alike, each reflects the unique cultural, ecological, and geographic context of its home.

At their core, successful farmers markets are thoughtfully managed. They:

Operate under clear, public rules that support direct marketing, food transparency, and fair competition.

  •  Take place regularly and predictably.
  •  Are inclusive, welcoming both farmers and shoppers.

When these fundamentals are nurtured, markets not only withstand economic, political, and environmental challenges, they thrive. They also unlock a range of social, cultural, and ecological benefits:

  • Preserving biodiversity and sustaining traditional family farming
  •  Amplifying cultural diversity and heritage.
  • Reducing risks for farmers to innovate, supporting youth entering agriculture, and helping consumers access local foods, particularly those facing food insecurity.
  • Empowering women with greater economic agency.
  • Strengthening marginalized communities by enhancing livelihoods.
  • Cultivating the next generation of conscious eaters who value fresh, healthy, local foods

We believe that while a single market may bloom beautifully in one community, the real impact comes when these “canopies of commerce” spread like a vibrant field of flowers around the world. That’s why we are committed to building a global community of farmers markets, one that measures success, shares best practices, protects endangered markets, and creates opportunities to foster social trust where it’s most needed.

The World Farmers Market Coalition is not just a trade association. We are a collective voice for farmers markets everywhere, for the communities that host them, the people who work in them, and the shoppers who benefit from them.