Masters Thesis

A survivor's guide to running farmers' markets : the North Coast Growers' Association experience, Humboldt County, California

In this study I explore the revolution in food consciousness currently progressing in the United States, with an emphasis on the important role farmers’ markets play in supporting access to healthful, nutritious fresh produce, rural economies, and community building. Through a year of transition from intern to Executive Director of the North Coast Growers’ Association (NCGA), I gained invaluable first-hand experience in running a successful, healthy, and robust farmers’ market in Humboldt County, California. A review of the relevant literature revealed a lack of resources to guide market managers in the various processes necessary to support and manage a farmers’ market. This paper builds upon existing literature to provide a detailed manual for running a successful farmers’ market.