Iteration, innovation, and collaboration
Supporting farmers markets' response to COVID-19
The value proposition of farmers markets has been altered by the COVID-19 pandemic. The festival-like features of markets put on hold, the in-person social interactions reduced, the physical flow of walk-up markets changed. Just as previous crises called upon markets to shift their operations to serve their community, the 2020 story highlights how once again, these low-capacity/high-functioning entities have been forced to reinvent themselves. This time, alternative models involving online pre-orders, drive-thru, and curbside product pick-up scenarios have been rapidly put in place by individual vendors and market operators. Open-air and shed market vendor placements have been redesigned to allow for social distancing among both vendors and customers. Sanitation and public safety measures including gloves, hand sanitizer, and hand-washing facilities are now essential considerations.
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