The Perception and Use of Sustainability Practices in Farm Markets: A Case Study Exploring a Central, New Jersey Market

Abstract

Farm markets have become popular in response to consumer demands to access local, fresh, and high-quality food.  In addition, greater emphasis has been placed on sustainable practices to manage food security and employment in this sector. This case study explored the perception and use of sustainable practices in a small, farm market operation in Monmouth County, New Jersey. The research was guided by three research questions: 1) What is the perception of sustainability practices by farm market operators, 2) What specific sustainability practices does the farm market utilize, and 3) what are the barriers to implementing sustainability practices? Data was collected from interviews conducted with the farm manager and farmer owner of the market. Data confirmed a variety of sustainable agriculture practices are being utilized such as limiting tilling, water conservation, local product usage, organic fertilization, limitations of pesticides, and invasive species management. However, there is a lack of knowledge surrounding how and what sustainable agriculture practices offer the most value to the consumer and the farm market operator. This study revealed three major themes including a lack of knowledge and resources of sustainable practices, small farm business strategy, and importance of social/local connection to customers.