Request for Extension and Revision of a Currently Approved Information Collection for the National Farmers Market Questionnaire, 66432-66433 [2012-26956]

Agencies

• Agricultural Marketing Service
• DEPARTMENT OF AGRICULTURE

[Federal Register Volume 77, Number 214 (Monday, November 5, 2012)]
[Notices]
[Pages 66432-66433]
From the Federal Register Online via the Government Printing Office [www.gpo.gov]
[FR Doc No: 2012-26956]


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DEPARTMENT OF AGRICULTURE

Agricultural Marketing Service

[Doc. Nos. AMS-TM-12-0050; TM-12-02]


Request for Extension and Revision of a Currently Approved 
Information Collection for the National Farmers Market Questionnaire

AGENCY: Agricultural Marketing Service, USDA.

ACTION: Request for comments.

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SUMMARY: In accordance with the Paperwork Reduction Act of 1995 (44 
U.S.C. Chapter 35), this document announces the Agricultural Marketing 
Service's (AMS) intention to request approval, from the Office of 
Management and Budget, for an extension of and revision to the 
currently approved information collection for the National Farmers 
Market Manager Questionnaire.

DATES: Comments on this document must be received by January 4, 2013 to 
be assured of consideration.

ADDRESSES: Interested persons are invited to submit comments concerning 
this information collection document. Comments can be sent to Edward 
Ragland, Marketing Services Division, Transportation and Marketing 
Programs, Agricultural Marketing Service, U.S. Department of 
Agriculture, 1400 Independence Ave. SW., Room 4523 South Building, Ag 
Stop 0269, Washington, DC 20250-0269 or online to https://www.regulations.gov. All written comments should be identified with the 
document numbers AMS-TM-12-0050; TM-12-02. All comments received will 
be available for public inspection during regular business hours at the 
same address. It is our intention to have all comments whether 
submitted by mail or internet available for viewing on the 
Regulations.gov (www.regulations.gov) Internet site. Comments submitted 
will also be available for public inspection in person at USDA-AMS, 
Transportation and Marketing Programs, Marketing Services Division, 
Room 2646--South Building, 1400 Independence Ave. SW., Washington, DC, 
from 9 a.m. to 12 noon and from 1 p.m. to 4 p.m., Monday through 
Friday, (except official Federal holidays). Persons wanting to visit 
the USDA South Building to view comments received are requested to make 
an appointment in advance by calling (202) 720-8317.

FOR FURTHER INFORMATION CONTACT: Edward Ragland at the above physical 
address or by telephone (202) 720-8317 or by email at 
Edward.Ragland@usda.gov.

SUPPLEMENTARY INFORMATION: 
    Title: National Farmers Market Questionnaires.
    OMB Number: 0581-0169.
    Expiration Date of Approval: March 31, 2013.
    Type of Request: Extension and revision of a currently approved 
information collection of the National Farmers Market Questionnaire.
    Abstract: Under the Agricultural Marketing Act of 1946, as amended 
(7U.S.C. 1621 et seq.), AMS is responsible for conducting research to 
enhance market access for small and medium sized farmers. The role of 
the Marketing Services Division (MSD) of AMS is to facilitate 
distribution of U.S. agricultural products. The division identifies 
marketing opportunities, provides analysis to help take advantage of 
those opportunities and develops and evaluates solutions including 
improving farmers markets and other direct-to-consumer marketing 
activities.
    Farmers markets, on-farm markets, as well as, community supported 
agriculture (CSAs) comprise an integral part of the urban/farm linkage 
and have continued to rise in popularity, mostly due to the growing 
consumer interest in obtaining fresh products directly from the farm. 
The use of these direct marketing channels has enabled farmers

[[Page 66433]]

to receive a larger share of consumer's food dollar. Farmers markets 
allow consumers to have access to locally grown farm fresh produce; 
enables farmers the opportunity to develop a personal relationship with 
their customers; and cultivate consumer loyalty with the farmers. They 
are also playing an increasing role in encouraging healthier eating.
    A farmers market operates multiple times per year and is organized 
for the purpose of facilitating personal connections that create mutual 
benefits for local farmers, shoppers and communities. To fulfill that 
objective, farmers markets define the term local, regularly communicate 
that definition to the public, and implement rules/guidelines of 
operation that ensure that the farmers market consists principally of 
farms selling directly to the public products that the farms have 
produced.
    An on-farm market is an area of a facility affiliated with a farm 
where transactions between a farm market operator and customers take 
place. A farm market may operate seasonally or year-round. Farm markets 
are an important component of direct marketing, adding value by 
offering customers a visit to the farm and the opportunity to purchase 
products from the people who grew them.
    Community Supported Agriculture (CSA) is a another type of food-
production and direct marketing relationship between a farmer or 
farmers and a group of consumers who purchase ``shares'' of the 
season's harvest in advance of the growing season. The up-front working 
capital generated by selling shares reduces the financial risk to the 
farmer(s). Generally farmers receive better prices for their crops and, 
reduced marketing costs. Consumers benefit by receiving weekly delivery 
of fresh locally-grown fruits, vegetables, meats, eggs and other 
produce. They also benefit from the ability to collectively support the 
sustainability of local farmers.
    Currently, the USDA farmers market survey is conducted every 4 
years and collects information concerning farmers market 
characteristics. The USDA also collects data on an annual basis to 
update its listing in the web-based National Farmers Market Directory. 
There was an overlap in the information that is collected through these 
two efforts. The revised survey, which will be web-based and data-
driven, will collect information not only about farmers markets, but 
also on on-farm markets and CSAs.
    This information that the modified survey collects will be used to 
update the Directory and also to describe the characteristics of 
farmers markets, CSAs and on-farm markets and to identify trends in 
their communities.
    Modifying the survey to simultaneously collect information for 
multiple purposes will increase response rates, reduce duplicity in 
information collected by respondents, and to add convenience to 
respondents.
    Information currently collected as part of USDA annual Directory 
update will be incorporated as part of the revised farmers market 
instrument. Additional questions, related to on-farm markets and CSAs, 
will be added to the survey. The web-based survey will incorporate an 
advanced GIS mapping capability, the ability to immediately stratify 
the respondents and direct them to the survey modules relevant to their 
characteristics.
    Topic areas in the survey:

--Characteristics and history of farmers markets, on-farm markets and 
CSAs
--Types of products sold, including fresh, locally-grown produce
--Location of the markets
--Programs to encourage healthy eating
--Special events
--Marketing methods
--Participation in federal programs designed to increase consumption of 
fresh fruits and
    vegetables.
--Vendor retention and recruitment
--Market growth and enhancement
--Contribution to economic development
--Awareness and participation in grant and educational programs
--What information do farmers market managers have or how do they 
derive estimates of number of customers, sales, number of vendors, and 
vendor characteristics

    Estimate of Burden: Public reporting burden for this collection of 
information is estimated to average 0.317 hours per response.
    Respondents: Farmers Market Managers, Operators of Community 
Supported Agriculture (CSA's), farm operations, farm operators that 
operate on farm stores.
    Estimated Number of Respondents: 64,364.
    Estimated Total Annual Responses: 6,000.
    Estimated Number of Responses per Respondent: .093.
    Estimated Total Annual Burden on Respondents: 2,060 hours.
    Comments are invited on: (1) Whether the proposed collection of 
information is necessary for the proper performance of the functions of 
the agency, including whether the information will have practical 
utility; (2) the accuracy of the agency's estimate of the burden of the 
proposed collection of information including the validity of the 
methodology and assumptions used; (3) ways to enhance the quality, 
utility, and clarity of the information to be collected; and (4) ways 
to minimize the burden of the collection of information on those who 
are to respond, including the use of appropriate automated, electronic, 
mechanical, or other technological collection techniques or other forms 
of information technology.
    The information collected is used only by authorized employees of 
the USDA, AMS.
    All responses to this document will be summarized and included in 
the request for OMB approval. All comments will become a matter of 
public record.

    Dated: October 26, 2012.
Rex A. Barnes,
Acting Administrator, Agricultural Marketing Service.
[FR Doc. 2012-26956 Filed 11-2-12; 8:45 am]
BILLING CODE 3410-02-P