Farmers Market Federation

What Farmers Market Federation does

The Farmers Market Federation of New York (FMFNY) is a statewide nonprofit membership organization founded in 1998 and headquartered in Syracuse, NY. It supports and promotes the viability of New York's farmers markets through programs including the SNAP! for Farmers Markets benefit-program administration service, the FMM Pro SUNY Farmers Market Manager Professional Certification (jointly delivered with Cornell Cooperative Extension and SUNY Cobleskill), the Farmers Market Benchmark Assessment, food safety training, an annual Market Managers Conference, and Monthly Member & Friends Meetups. The Federation does not operate markets directly but serves 700+ farmers markets statewide as a resource, training, and advocacy body. Its core technology stack centers on the TotilPay Go mobile SNAP-processing application, deployed in partnership with Novo Dia Group and the federal MarketLink (NAFMNP) program, replacing the prior Mobile Market Plus system; the Federation also facilitates member adoption of third-party vendor management platforms (LocalStalls, Marketspread), e-commerce tools (Grown By, Shopify), and electronic coupon redemption via rp Solutions' fmVendor. Communication infrastructure relies on a Cornell University-sponsored NYFARMERSMARKET-L listserv and a Squarespace-hosted website at nyfarmersmarket.com.

The Federation's business model is nonprofit and freemium: membership has been free for all markets, farmers, and vendors since 2020, deliberately removing revenue dependency on dues to maximize participation. Operating revenues are drawn from conference registration fees ($50/person for the virtual 2021 conference), tax-deductible donations through fund drives such as 'Keep Markets Growing,' and grant funding from government and quasi-government sources including the NYS Department of Agriculture and Markets (Fresh Connect, FMNP coupon redemption), USDA/NIFA, Northeast SARE, and the Northeast Extension Risk Management Education Center. The organization is governed by a board of directors and led since December 2023 by Executive Director Jack Riffle, who succeeded Diane Eggert after her 25+ year tenure; the Federation is currently recruiting a new Executive Director at a $70,000/year salary while operating with approximately 6 staff. Add-on commercial partnerships include an insurance referral program with Campbell Risk Management and a tote bag promotional program with Premier Marketing, neither of which constitutes core revenue.

Name

Farmers Market Federation

Legal name

Farmers Market Federation of New York

Website

https://nyfarmersmarket.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

The Farmers Market Federation of New York is a statewide nonprofit founded in 1998 that supports 700+ farmers markets across New York through SNAP enrollment, FMM Pro professional certification, an annual conference, monthly meetups, and partnerships with Cornell, SUNY Cobleskill, and state agencies.

Ownership category

akta.pro rank

Product category

Farmers Market Support Services

SIC

Services-Membership Organizations (8600), Agricultural Services (700)

akta.pro primary industry

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

Keywords

• Farmers market support
• SNAP program administration
• Market manager certification
• Nonprofit agricultural services
• Local food systems

Headquarters

HQ city

Syracuse, New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: As of 2020, the Federation eliminated membership fees to allow every market to participate. Membership is now free for markets, farmers, and vendors.
2. Conference Registration: Annual Market Managers Conference with registration fees ($50 per person for virtual conference 2021).
3. Donations and Fundraising: Tax-deductible donations through fund drives like 'Keep Markets Growing' to support Federation programs and services.
4. Grant Funding: The organization operates with grant funding and partnerships with government agencies to support farmers markets statewide.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Farmers Market Federation of New York is a statewide nonprofit membership organization that supports and promotes the viability of over 700 farmers markets across New York through programs and services. Core offerings include SNAP program administration and equipment support, the FMM Pro professional certification for market managers, monthly member meetups, an annual conference, webinars, food safety and benchmark assessment resources, insurance referrals, and a tote bag promotional program. Membership is free for markets, farmers, vendors, and friends of the market.

Product overview

The Farmers Market Federation of New York operates as a statewide nonprofit membership organization offering a portfolio of programs and services that support and promote the viability of farmers markets. The core offerings center on SNAP enrollment and support services, professional development through the FMM Pro certification program, educational resources including webinars and food safety protocols, and community-building initiatives like Monthly Member Meetups and annual conferences. The organization does not operate a traditional software product but facilitates technology adoption among its 700+ member markets by connecting them with third-party platforms including SNAP processing tools (TotilPay Go, Novo Dia), market management software (LocalStalls, Marketspread), and e-commerce solutions (Grown By, Shopify). Services include insurance programs through Campbell Risk Management, tote bag promotional materials, and the Cornell List Serv for member communication.

Differentiator

Problem solved

Functional benefit

Products and services

• SNAP! for Farmers Markets Comprehensive program assisting farmers markets and direct marketing farmers to participate in the SNAP (Supplemental Nutrition Assistance Program) through application support, equipment provision, training, and annual fee reimbursements.
• FMM Pro SUNY Farmers Market Manager Professional Certification Professional certification program for farmers market managers offered in partnership with SUNY Cobleskill and Cornell Cooperative Extension, including cohort sessions and a self-paced online course with 17 modules.
• Monthly Member & Friends Meetups Virtual monthly meetups held on fourth Wednesdays featuring expert speakers on topics relevant to market operations, vendors, boards, and sponsors; free for members and market friends.
• Farmers Market Benchmark Assessment Data-driven resource developed with Cornell Cooperative Extension providing benchmark information on pricing, labor, marketing, and income potential for farmers market farmers based on statewide survey data.
• Webinars and Video Library Archive of webinar series covering SNAP implementation, SARE consumer survey results, market planning, marketing strategies, business planning, and benchmark studies.
• Food Safety Resources Comprehensive food safety protocols and training curriculum developed with Cornell Cooperative Extension covering farmers markets, CSAs, on-farm sales, agritourism, direct delivery, crisis communication, and food sampling.
• Tote Bag Program Partnership with Premier Marketing to offer reusable fabric totes for markets to promote their farmers markets; a percentage of sales is donated back to the National Association of Farmers Market Nutrition Programs.
• Insurance Program Commercial general liability insurance program for markets and farmers/vendors provided through Campbell Risk Management, with Larry Spilker as the designated agent.
• NYFARMERSMARKET-L Listserv Email-based discussion list sponsored by Cornell University enabling two-way communication among farmers market professionals for sharing questions, comments, and best practices.
• Annual Farmers Market Manager's Conference Annual conference bringing together market managers from around the state for educational sessions, networking, and professional development.
• SARE Consumer Survey Multi-state consumer survey conducted in partnership with Cornell Dyson School analyzing consumer attitudes toward farmers markets and resulting toolkit for market improvement.

Quantifiable outcome

• SNAP program reaches thousands of low-income consumers across New York State
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• Cornell UniversitycoreStrategic or Co-development PartnerCornell University and its Community, Food and Agriculture Program sponsor the NYFARMERSMARKET-L Listserv, providing a networking platform for farmers market professionals across New York State. The partnership enables two-way communication among Federation members.
• Cornell Cooperative Extension of Broome CountycoreStrategic or Co-development PartnerPartnership for farmers market business planning webinars, FMM Pro certification, and the Farmers Market Benchmark Assessment project. Jointly develops training curriculum and educational materials for market managers.
• Campbell Risk ManagementminorOthersInsurance provider for farmers markets and vendors. The Federation refers members to Campbell Risk Management for commercial general liability insurance. Larry Spilker is the designated agent for the program.
• Novo Dia GroupcoreTechnology or IntegrationDeveloped TotilPay Go mobile application for SNAP processing at farmers markets, replacing the Mobile Market Plus system. The Federation facilitates connections between markets and Novo Dia for SNAP equipment and support.
• MarketLink (NAFMNP)coreTechnology or IntegrationMarketLink is the pathway to USDA's SNAP program for farmers markets and direct marketing farmers. They work with Novo Dia and USDA FNS to enable SNAP acceptance through mobile applications.
• Premier MarketingminorChannel Partner/ Reseller/ DistributorPartner for the Tote Bag Program, offering reusable fabric totes for market promotion. A percentage of farmers market sales is donated back to the National Association of Farmers Market Nutrition Programs.
• National Association of Farmers Market Nutrition Programs (NAFMNP)minorOthersNational organization that supports and lobbies for the WIC and Seniors Farmers Market Nutrition Programs. Benefits from tote bag program donations through Premier Marketing partnership.
• Northeast Sustainable Agriculture Research and Education (SARE)coreStrategic or Co-development PartnerUSDA-funded program supporting the multi-state consumer survey and toolkit development. The project analyzed consumer attitudes toward shopping at farmers markets across multiple states.
• Northeast Extension Risk Management Education CentercoreStrategic or Co-development PartnerFunding partner for the Farmers Market Benchmark Assessment project alongside USDA/NIFA. Provides additional funding for updating benchmark data for NYS farmers.
• NY FarmNetminorOthersFree, confidential support services for farmers facing personal and financial stress. The Federation connects farmers market vendors with NY FarmNet resources through monthly meetups.
• NYS Department of Agriculture and MarketscoreOthersGovernment agency partner for farmers market guidelines, SNAP incentive programs (Fresh Connect), and Farmers Market Nutrition Program (FMNP). The Federation serves as redemption agent for nutrition coupons.
• Communities Involved in Sustaining Agriculture (CISA)minorStrategic or Co-development PartnerPartner in the multi-state SARE consumer survey project studying consumer attitudes toward local food and farmers markets.
• NOFA-VTminorStrategic or Co-development PartnerPartner in the multi-state SARE consumer survey project alongside other regional agricultural organizations.
• Maryland Farmers Market AssociationminorStrategic or Co-development PartnerPartner in the multi-state SARE consumer survey project for studying consumer preferences at farmers markets.
• World Farmers Market CoalitionminorOthersInternational organization based in Rome, Italy focused on farmers markets globally. President Richard McCarthy presented at a Monthly Meetup on connecting NY markets to worldwide initiatives.
• SUNY CobleskillcoreStrategic or Co-development PartnerPartner in the FMM Pro Farmers Market Manager Professional Certification program. Contributes to the Certificate of Achievement alongside the Federation and Cornell Cooperative Extension.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Michigan Farmers Market Association (MIFMA): Statewide nonprofit trade association for Michigan farmers markets offering training, SNAP support, and professional development — structurally analogous to FMFNY at the state level.
• Maryland Farmers Market Association: State-level farmers market trade association that partnered with FMFNY on the multi-state SARE consumer survey — a comparable state-scope federation offering training, advocacy, and SNAP support to member markets.
• Communities Involved in Sustaining Agriculture (CISA): Western Massachusetts-based nonprofit supporting local agriculture and farmers markets; co-partnered with FMFNY on the multi-state SARE consumer survey — a peer in local food system advocacy and market support.
• NOFA-VT: Vermont affiliate of the Northeast Organic Farming Association; partner in the SARE consumer survey project and a comparable regional nonprofit supporting local farmers and farmers markets.

Direct peers

• National Association of Farmers Market Nutrition Programs (NAFMNP): National organization supporting WIC and Senior Farmers Market Nutrition Programs; FMFNY already partners with NAFMNP via MarketLink and the tote-bag program, making it a direct peer in SNAP/FMNP enablement and policy advocacy.
• Farmers Market Coalition: National nonprofit trade association for farmers markets across the U.S. — directly comparable to FMFNY as a peer advocacy, training, and network organization, but operating at the national level rather than a single state.

Broad incumbents

• World Farmers Market Coalition: Rome-based international organization promoting farmers markets globally, with FMFNY as a participating member — a peer in mission and convening role, operating at the global rather than state level.
• Cornell Cooperative Extension: New York's land-grant extension system and a core strategic partner of FMFNY on FMM Pro, the listserv, food safety, and benchmark research — a much larger peer organization addressing overlapping agricultural education and market support needs.
• Northeast Organic Farming Association of New York (NOFA-NY): Established NY-based nonprofit serving organic farmers and consumers; partners with FMFNY on the market locator app and broader local food system work — overlapping in farmer audience and educational mission.

Emerging players

• Local Line: SaaS platform for farmers markets, CSAs, and food hubs to manage vendor applications, online sales, and SNAP — adjacent to FMFNY's curated technology stack and a potential disruptor or partner for member-market operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FMFNY
• LinkedInlinkedin.com/company/farmers-market-federation

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers Market Federation