2018 Market Metrics Full List
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çMetricAssociated MetricMethodCollection Resource$Reporting Context
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Vendor Data
SurveyVendor ApplicationEconomic CapitalSocial CapitalIntellectual (Human) CapitalEcological Capital
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Number of vendors
SurveyVendor ApplicationxxMarkets serve as an incubator for new farmers.
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Number of farm vendors
SurveyVendor Applicationxx
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Average distance traveled from production site to market
SurveyVendor Applicationxx Most food eaten in the U.S. has traveled nearly 1,500 miles.
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Average distance traveled from farm to marketSurveyVendor ApplicationxxMost food eaten in the U.S. has traveled nearly 1,500 miles
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Number of acres in agricultural production by market vendors
SurveyVendor ApplicationxAmerica loses an acre of farmland every hour to development.
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Number of acres in agricultural production by farm vendorsSurveyVendor Applicationx81% of direct marketing farmers incorporate soil health practices into their operations.
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Number of agricultural acres owned or leased by market vendors*
SurveyVendor Applicationx
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Number of acres owned or leased by farm vendorsSurveyVendor Applicationx
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Number of individuals employed by market businesses
SurveyVendor ApplicationxxMarket businesses create new, meaningful employment opportunities.
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Number of individuals employed by farm businessesSurveyVendor ApplicationxxOn average growers selling locally create thirteen full time farm operator jobs per $1 million in revenue earned. Those that do not sell locally create three.
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Number of individuals employed seasonally by market vendorsSurveyVendor Applicationxx
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Number of individuals employed year-round by market vendorsSurveyVendor Applicationxx
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Number or percentage of women-owned businesses
SurveyVendor Application
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Number or percentage of women-owned farm businessesSurveyVendor Application
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Number or percentage of businesses owned by socially disadvantaged vendors (USDAdefinition)*
SurveyVendor Application
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Number or percentage of farm businesses owned by socially disadvantaged vendorsSurveyVendor Application
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Number of farm vendors who are new or beginning farmers (less than 10 years farming experience)
SurveyVendor ApplicationxxMarkets are a great place for farm incubation.
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Number of new or beginning farmersSurveyVendor Applicationxx
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Total years of farming experience of market vendorsSurveyVendor Applicationxx
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Number of farm vendors under 35 years old*
SurveyVendor Application Farmers markets allow new farmers to start small as they learn and test the market.
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Percentage of vendors who are under 35 years oldSurveyVendor Application
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Percentage of farm vendors who are young farmers (under35yearsold)SurveyVendor Application
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Number or percentage of farm vendors with organic certification (or in 3 year transition)*
SurveyVendor Application
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IMPORTANT NOTE: If you choose to collect vendor data metrics,
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please note that this will require you to collect a complete vendor profile
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for your vendors. Please see the Required Fields document to view
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what the vendor profile requires.
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