MIFI empowers farmers market managers around data through 3 steps: select metricscollect data, and communicate findings. The online, user-friendly portal guides you through the steps. You receive trainings and resources that answers why, how, and what:

  • why are you selecting metrics, collecting data, or communicating findings?
  • how will you do these things?
  • what is the benefit to your market, vendors, and community?

By using MIFI, you get descriptive details and visual reports about your market and its role in the community. The information can help you understand and communicate your economic, ecological, and social impacts to partners, sponsors, and the public.

The portal manages and stores your data so you can easily track trends within a season and over multiple seasons.


Step 1 – Select Metrics

Metrics are measurements for assessing progress. A metric compares two or more units of measurement. In MIFI, metrics measure various market programs and activities and they are consistent with USDA and foundation grant reporting requirements. For example:

  • average number of visitors per market day (estimated)
  • total annual market sales
    • total dollar amount of SNAP, WIC FMNP, WIC CVV, and Senior FMNP sales
    • total dollar amount of incentive program sales
  • percent of customers who were first time visitors (estimated)
  • percentage of visitors from represented zip codes (estimated)
  • average years in the farming industry per vendor
  • total number of different food products available for sale

Select from a list of metrics that relate to different economic, social, and ecological aspects of your market.

Step 2 – Collect Data

MIFI follows everyday market functions so collecting data corresponds with the things you already do to manage your market. Our processes are sensitive to the unique characteristics of farmers markets and uphold basic social science research standards. Which means, you can realistically collect data and you get valid and reliable results. Leverage your data collection activities through MarketWurks.

We provide clear and concise instructions about what you need to do before, during, and after the market. Once you upload your data to the portal, you can review and edit it online.


Step 3 – Communicate Findings

Visualize your data through technical graphs and charts and communicate it through infographic reports. This step teaches you how to interpret and use metrics, data, and findings in ways that enhance your internal decision-making and external communication.

The portal automates data analysis and guides you through an interactive interpretation and reporting process. It translates the findings into images and you create custom reports. They are excellent resources for promoting your market to your community, stakeholders, and funders.