Marketplace measurement: farmers, farmers markets and ecosystem services

Purpose Farmers markets act as a nexus between farmers, community members and social values, and can foster significant community and environmental benefits. However, some of these benefits, including agricultural sustainability, are rarely measured or publicized, restricting the full potential of markets and their associated actors to generate public benefits. This study aims to consider how markets, planners and policymakers might address this gap to promote a healthy environment and climate change mitigation. Design/methodology/approach In this article, the authors discuss their efforts to advance the above opportunity by developing, in collaboration with 20 farms across the USA, a citizen science data collection tool that measures and translates farm "ecosystem services" into accessible, public-facing formats to support informed farmer and consumer decision-making. Findings The authors present takeaways from exploratory interviews with three farmer-collaborators, which illustrate how tools like ours can help farmers in myriad ways: setting benchmarks to measure on-farm improvement over time, legitimizing their work through scientific grounding, communicating environmental impacts to public audiences, increasing sales to fund sustainability efforts, gaining competitive edge and others. Practical implications More broadly, the article exemplifies how marketplaces can strengthen symbiotic linkages between individuals, community allies and social goals through data measurement and communication, and reflects on how planners and policymakers might support these connections to advance public purposes. Originality/value This research responds uniquely to a critical need identified by practitioners and academics to expand understanding and awareness of the ecosystem services farms provide.