Describe the Issue or Situation:
Farmers market producers often lack access to reliable, timely pricing information, making it difficult to set competitive prices, plan production, and budget effectively. This knowledge gap can lead to financial losses or missed opportunities for Kentucky’s small-scale specialty crop producers. Many Extension professionals and technical assistance providers also report needing consistent data to better advise clients on crop selection and market potential.

Describe the Outreach or Educational Program Response (and Partners, if applicable):
Since 2004, the University of Kentucky’s Center for Crop Diversification (CCD) has led the development of the Farmers Market Price Report, a statewide initiative to collect and share retail farmers market prices for fruits, vegetables, and other products. CCD coordinates with Extension agents and farmers markets to gather and post weekly data, which is used to inform grower decisions and technical assistance. CCD has helped launch similar reporting systems in six other states and includes Tennessee market data on its own site to serve regional audiences.

Key deliverables include:

• Weekly Farmers Market Price Reports
• 3-Year Average Price publications (2017, 2019, 2023)
• Market-by-market data downloadable from the CCD website
• Support for Extension agents and organizations like KCARD to use reports in advising growers

Provide the Number and Description(s) of Participants/Target Audience:
From 2016 to 2024:

• 25 Kentucky farmers markets have participated in price reporting.
• 108,442 Farmers Market Price Reports have been downloaded.
• 42,392 3-Year Average Price publications have been downloaded.
• A recent user survey showed that 42% of report users are new and beginning farmers.
• Additional target audiences include Extension agents, market managers, ag professionals, technical assistance providers, and buyers.

Provide a Statement of Outcomes or Program Impact:
Survey data from CCD Price Report users indicate substantial individual and business-level impact:

• 73% of users reported earning additional income as a result of using the reports:
  • 27% earned $1,000–2,000
  • 27% earned $2,001–5,000
  • 16% earned $5,001–20,000
  • 4% earned over $50,000
• Top reported uses include setting prices, budgeting, crop planning, and discussing prices with other businesses.
• 57% of users stated they would pay for the service, highlighting its perceived value.
• Feedback from Extension agents and professionals (e.g., KCARD, Good Foods Co-op) emphasizes that the reports are critical tools for advising growers and validating business plans, often preventing costly mistakes.

The program has not only increased producer revenue and planning capacity but also improved the ability of Extension agents and partner organizations to provide high-quality support to farmers across Kentucky and beyond.