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Collaborative Success Stories: Price it Right


The online Missouri Farmers Market Report shares pricing insights with farmers market vendors and consumers.

To price a good or service, making a “best guess” isn’t generally the preferred approach. For farmers market vendors and consumers, the Missouri Farmers Market Report provides pricing intelligence that reflects the experience and locale unique to farmers markets.

A joint project among the University of Missouri, Missouri Department of Agriculture and USDA Agricultural Marketing Service, the Missouri Farmers Market Report shares prices for 14 product categories including fruits, vegetables, beef, pork and eggs. It also shows product prices varying by production method, cut or variety and quantity.

Annually, from June to October, price reporters visit farmers markets throughout the state. During each stop, they record prices and other product information.

Later, prices are compiled, averaged and reported online. Missouri Farmers Market Report users can view prices by metropolitan area or geographic region. Based on pricing insights shared in the report, farmers market vendors can set fair, competitive prices for their own products. Plus, Missouri consumers can track product prices in their local areas.

Dr. Joe Parcell, MFA Professor of Agribusiness in the College of Agriculture, Food and Natural Resources, facilitated the collaborative partnership. The USDA Federal-State Marketing Improvement Program provided funding support.

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Related Initiative(s):
Food for the Future