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While the number of farmers’ markets has exponentially increased in the United States, many of these markets are at risk of failure without adequate support and technical assistance. Based on 17 interviews with Wisconsin farmers’ market managers, this paper reflects on the differences in infrastructure issues, data collection activities, and stakeholder relationships of markets situated in varying community types (metropolitan, micropolitan, suburban, and rural). Findings suggest that technical assistance should be better tailored to meet the needs of markets based in these distinct community settings. Peer-to-peer learning networks are suggested to better crosspollinate ideas between markets of similar size and geography.


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