USDA Announces Funding for 2024 Farmers Market Promotion Program

The United States Department of Agriculture, Agricultural Marketing Service (AMS) is now accepting applications for the Farmers Market Promotion Program (FMPP). Eligible applicants will be able to receive up to $500,000 in grant funding for certain projects. Grant applications are due May 14, 2024.

What is the purpose of this program? FMPP’s purpose is to support the development, coordination, and expansion of direct producer-to-consumer markets to increase access to and availability of locally and regionally produced agricultural products.

Who is eligible to apply? Eligible applicants include:

  • Agricultural businesses or cooperatives
  • Producer Networks or Associations
  • CSA Networks or Associations
  • Food Councils
  • Local governments
  • Nonprofit corporations
  • Public benefit corporations
  • Economic development corporations
  • Regional farmers market authorities
  • Tribal governments

What are the project types for FMPP? FMPP offers Capacity Building, Community Development Training and Technical Assistance, Turnkey Marketing and Promotion, and Turnkey Recruitment and Training project types.

1. Capacity Building (CB) projects are intended to build long-term organizational capacity to develop, coordinate, and expand direct producer-to-consumer market opportunities. CB projects should demonstrate a direct benefit to farm and ranch operations serving local markets (including new, beginning, and underserved farmers and ranchers, veteran producers and/or underserved communities) and maximize the involvement of farmers, ranchers, and community organizations.

An example of an eligible CB project is conducting market analysis and strategic planning for a direct producer-to-consumer market opportunity.

2. Community Development Training and Technical Assistance (CTA) projects are intended to provide outreach, training, and technical assistance to farm and ranch operations serving local markets to develop, coordinate, and expand direct producer-to-consumer market opportunities. CTA projects should engage a diverse set of local and regional food stakeholders, including new, beginning, and underserved farmers and ranchers, to illustrate a substantive effect on the local and regional food system.

An example of an eligible CTA project is developing and disseminating tools, techniques, or practices that could be adopted or replicated by local agriculture markets.

3. Turnkey Marketing and Promotion projects are intended to offer a streamlined approach to some of the most common FMPP grant activities related to the marketing and promotion of local and regional food projects. Applicants applying to the Turnkey Marketing and Promotion track agree to conduct specific activities defined by USDA that support the marketing and promotion of intermediated producer-to-consumer market opportunities.

Applicants must select a minimum of 3 pre-defined activities listed below and should not propose any additional activities; doing so may disqualify the application.

  • Identify and analyze new/improved market opportunities.
  • Develop/revise a marketing plan.
  • Design/purchase marketing and promotion media.
  • Implement a marketing plan.
  • Evaluate marketing and promotion activities.

4. Turnkey Recruitment and Training projects are intended to offer a streamlined application for common FMPP recruitment and training activities for local and regional food system stakeholders. Applicants applying to the Turnkey Recruitment and Training track agree to conduct specific activities that support the development or delivery of vendor and producer recruitment strategies, as well as training opportunities.

Applicants must select a minimum of 3 pre-defined activities listed below; doing so may disqualify the application.

  • Identify and analyze new or improved strategies for vendor and producer recruitment, training, or both.
  • Develop or revise strategies or plans for vendor and producer recruitment, training, or both.
  • Design materials for vendor and producer recruitment, training, or both.
  • Implement plans for vendor and producer recruitment, training, or both.
  • Evaluate outcomes related to vendor and producer recruitment, training, or both

What are the funding levels and match requirement for this program?  Funding levels differ based on the FMPP project type and are described as follows:

  • Capacity Building project awards range from $50,000 to $250,000.
  • Community Development Training and Technical Assistance project awards range from $100,000 to $500,000.
  • Turnkey Marketing and Promotion project awards range from $50,000 to $100,000.
  • Turnkey Recruitment and Training project awards range from $50,000 to $100,000

The match requirement for all project types is 25 percent of the total grant funds requested.

What is the project timeline?

Applications must be received on May 14, 2024 by 11:59pm Eastern Time.

Turnkey Marketing and Promotion and Turnkey Recruitment and Training grants must be completed in 24 months; Capacity Building and Community Development Training and Technical Assistance projects have a 36-month project duration.

The full Farmers Market Promotion Program Request for Applications can be found here.

For more information on this grant or how to apply with Morrison’s assistance, please contact the Morrison Grants Team by email at grants@morrisonco.net or call us at 530-893-4764.

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