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Data Collection with Iowa Farmers Markets: An Organic Data Initiative Pilot Program

Megan Kemp

Summary

In a cooperative agreement with the USDA Agricultural Marketing Service Organic Data Initiative, Iowa State University Extension and Outreach's Food System Team developed a data collection tool for gathering weekly information on specialty crop and livestock commodities sold at farmers markets throughout Iowa. The objective of the tool is to create an inexpensive, user-friendly market information system for farmers markets to track individual vendor sales. The emphasis of the data is on locally grown products and understanding the variability in price across product types and growing practices, such as organic or conventional.

The data collection tool was developed using Qualtrics, an online survey platform, and informed from discussions with market managers (the primary user), guidance from existing processes, and partnership with Pennsylvania State University. The primary data collection occurs during farmers market seasons and was collected for at least 10 weeks by each of the five participating markets in Iowa.

Additionally, the project team worked intentionally with market managers to understand needs and potential alterations to improve the tool. The first pilot occurred in 2023, and a second round of data collection will occur in 2024, with a revised tool based on feedback and observations. The presentation will include lessons learned from tool creation, implementation, and general findings of data on price comparisons of farmers market products.

Details

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