Farmers Market Promotion Program | USDA AMS TM FMPP G 21 0002

Opportunity Information: Apply for USDA AMS TM FMPP G 21 0002

The Farmers Market Promotion Program (FMPP) is a discretionary grant opportunity from the U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS), designed to strengthen and expand direct producer-to-consumer marketing channels. The core purpose is to help farmers, ranchers, and other producers connect more effectively with customers and local buyers, ultimately increasing access to locally and regionally produced agricultural products. In practical terms, FMPP is meant to grow the reach, quality, and coordination of local food marketplaces and the systems that support them, so that communities have more reliable ways to purchase food directly from the people who produce it.

FMPP places strong emphasis on projects that support and promote domestic direct marketing, including classic producer-to-consumer outlets like farmers markets, roadside stands, agritourism operations, community-supported agriculture (CSA) programs, and online sales platforms. It also recognizes that modern direct marketing often extends beyond individual shoppers, so it includes producer-to-retail, producer-to-restaurant, and producer-to-institution channels as eligible areas of focus. That means projects can be built around improving sales relationships with grocery stores, local restaurants, schools, hospitals, and other institutions that can buy local products directly from producers.

Another major priority is encouraging the development and marketing of value-added agricultural products. This includes efforts that help producers move beyond raw commodity sales by creating or improving products that are processed, packaged, branded, or otherwise enhanced in a way that increases their market value. Alongside this, the program supports the development of marketing strategies for local food and value-added products, such as branding campaigns, customer outreach, market research, promotional materials, and other approaches that help producers find customers and compete more effectively.

FMPP also supports broader coordination across regional food systems, including regional food chain coordination and mid-tier value chain development. This is aimed at strengthening the connections between producers and the intermediaries or partners that help move products efficiently through local and regional markets. Related to business efficiency and sustainability, the program encourages projects that create new business opportunities and marketing strategies specifically intended to reduce on-farm food waste, such as finding secondary markets, improving inventory management, launching alternative product lines, or building systems that prevent product from being lost before it can be sold.

Recognizing that direct marketing is increasingly technology-driven, FMPP welcomes projects that respond to changing technology needs in direct producer-to-consumer marketing. This can include tools and systems that improve online ordering, pickup and delivery logistics, digital payment options, e-commerce storefronts, customer communication, and other tech-enabled solutions that help producers and markets operate smoothly and reach more buyers. The program also allows grant funds to cover certain expenses tied to food safety, including costs incurred in obtaining food safety certifications and making improvements to food safety practices and equipment. This is especially relevant for producers and market operators who need to meet buyer requirements, reduce risk, and build customer confidence.

Projects that address COVID-19 impacts through these same activities are explicitly welcomed, reflecting the program's interest in helping direct marketing channels adapt to disruptions, safety requirements, and changing consumer buying habits. The opportunity is listed under CFDA (now commonly referred to as Assistance Listing) number 10.175, and the funding instrument is a grant. The opportunity (Funding Opportunity Number USDA AMS TM FMPP G 21 0002) was created on May 5, 2021, with an original closing date of June 21, 2021. The maximum award amount (ceiling) is $750,000, and the agency anticipated making about 100 awards. Eligible applicants are described broadly as "Others," with additional eligibility details referenced in the full announcement's eligibility section.

• The Department of Agriculture, Agricultural Marketing Service in the agriculture sector is offering a public funding opportunity titled "Farmers Market Promotion Program" and is now available to receive applicants.
• Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 10.175.
• This funding opportunity was created on May 05, 2021.
• Applicants must submit their applications by Jun 21, 2021 No Explanation. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
• Each selected applicant is eligible to receive up to $750,000.00 in funding.
• The number of recipients for this funding is limited to 100 candidate(s).
• Eligible applicants include: Others (see text field entitled Additional Information on Eligibility for clarification).

Apply for USDA AMS TM FMPP G 21 0002

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