Across the Ozarks are a substantial and growing number of farmers markets, however current markets only serve a fraction of the Ozarks region of consumers. Consumers in this area are demanding fresh, locally grown produce and are seeking out options to purchase specialty crops. We propose to: 1.) Develop the Farmers Market of the Ozarks on the south side of Springfield, Mo., that will be housed in a year-round pavilion by 2012 that will be open to vendors from 150 miles from the market location, 2.) Organize producer education seminars, 3.) Inform consumers about the nutritional benefits of the region’s specialty crops, 4.) Create a strategic marketing campaign, “The Place to Shop.”

Our end objective is to improve the financial success of farmers across the Ozarks, through a large, well-structured city market in Springfield, Mo., in turn creating increased sales of the crops producers grow. Secondly, this market will focus on increasing the consumption of fruits and vegetables in the region, therefore resulting in a healthier population. This will be achieved through tactical consumer educational marketing for adults and children through marketing materials, online media promotion, nutritional value of crops, cooking demonstrations and organic school gardens.

The market will devote training to increase the production of its growers to provide an increasing amount of produce vended and will work with producers on salesmanship, extending the growing season and farm visits with vendors. In addition vendors will be encouraged to be trained on “Good Agricultural Practices” and “Good Handling Practices.” The market will work with Missouri State University Fruit Experiment Station, Missouri Organic Association, Missouri Farmers Market Association, Missouri Vegetable Growers Association and the University of Missouri Extension to develop efficient educational seminars for regional vendors of the market and extend invites to other area markets.

Below is a picture of the proposed expansion at the new location at Hwy 60 & Republic Rd.