Expanding the reach of a farmers market is no small feat. Many markets thrive on loyal customers, the “true believers”, who appreciate local, sustainable, and fresh products. But how do you move beyond this core audience? How do you attract new visitors while maintaining the essence of your market? These are the questions at the heart of the next Academy Studio session:
“Growing your customer base: How do you move beyond the true believers? Experiences from South American farmers markets”
📅 Date: 10th December 2025
⏰ Time: 3:00 PM CET | 9 AM ET
🗣 Language: Spanish (with English and Italian translation available)
Why this session matters:
Farmers markets are more than just places to buy fresh food, they are hubs of culture, community, and local economies. Yet, many markets struggle to reach beyond their existing loyal customers. By participating in this session, you will:
- Learn from evidence-based insights: The World Farmers Markets Coalition, in collaboration with FAO, surveyed over 90 farmers market associations worldwide. The data reveals both universal strategies, like word of mouth and social media, and local innovations that make each market unique.
- Discover practical strategies: Speakers will share firsthand experiences from Agroferias Campesinas (Lima), Sabe la Tierra (Buenos Aires), and Mercado El 100 (Mexico City). You’ll hear which approaches worked, what didn’t, and why context matters.
- Understand different audiences: Not all customers are the same. Markets can adapt messages, products, and spaces to reach new groups, whether younger audiences, urban professionals, or tourists without alienating their core base.
- Gain inspiration for your own market: Seeing how other markets creatively connect with their communities can spark new ideas and collaborations that can elevate your market’s profile.
Meet the voices behind the success:
- Carlos Lazo, Manager, Agroferias Campesinas / Coalición Campesina (Lima, Peru)
- Angie Ferrazzini, Founder and Manager, Sabe la Tierra (Buenos Aires, Argentina)
- Ana Calderón, Manager, Mercado El 100 (Mexico City, Mexico)
Moderated by: Ana Maria Huaita Alfaro, specialist in urban food markets and food systems.
Whether you are a market manager, policy maker, researcher, or food system enthusiast, this session is a unique opportunity to explore innovative ways to expand your market’s reach, learn from diverse experiences, and strengthen the global farmers market community.
Don’t miss this chance to grow your knowledge and your customer base!
