Farmers Market Promotion Program Fiscal Year 2026

The Farmers Market Promotion Program is administered by the Agricultural Marketing Service within the U.S. Department of Agriculture. It operates under the broader Local Agriculture Market Program, which is authorized to strengthen local and regional food systems and improve market opportunities for agricultural producers. The program is designed to enhance direct producer-to-consumer marketing channels such as farmers markets, roadside stands, community supported agriculture programs, agritourism activities, and online sales. Through competitive grant funding, the agency supports initiatives that increase access to locally and regionally produced agricultural products while improving economic opportunities for farmers, ranchers, and related enterprises. The primary purpose of this program is to support the development, coordination, and expansion of direct marketing opportunities between producers and consumers. Funded projects are expected to increase availability and access to local food, strengthen supply chain connections, and encourage value-added agricultural production. The program prioritizes projects that improve market infrastructure, develop marketing strategies, and expand regional food systems. Activities may include outreach, training, feasibility studies, marketing campaigns, and the development of tools or systems that can be replicated across markets. Projects must focus on benefiting multiple producers and communities rather than individual entities. Funding is offered across multiple project types, including Capacity Building, Community Development Training and Technical Assistance, and two streamlined Turnkey options focused on marketing or recruitment and training. Award amounts vary depending on project type, with funding ranging from 50000 to 500000. Project durations range from 24 to 36 months, depending on the selected category. Funds may be used for allowable project activities such as training, marketing development, and coordination efforts, but cannot be used for construction, land acquisition, or direct agricultural production costs. Applicants must adhere to federal cost principles and allowable expense guidelines outlined in program terms and conditions. A mandatory cost share requirement applies to all awards, requiring recipients to provide a 25 percent contribution in cash or in-kind resources from non-federal sources. Applicants must document and verify these contributions at the time of application through formal letters. The program does not provide a competitive advantage for exceeding the required match, but all pledged contributions become binding upon award. Cost sharing must align with allowable project costs and must be secured before funding is awarded. Eligible applicants include a wide range of domestic entities such as agricultural businesses, cooperatives, nonprofit organizations, local governments, tribal governments, economic development organizations, and producer networks. Applicants must be located within U.S. states or territories and demonstrate the ability to manage federal funds and implement project activities. Partnerships and collaborations are encouraged and must be supported by formal commitment letters. Applicants may submit multiple applications but are limited to receiving one award per funding cycle. Applications must be submitted electronically through Grants.gov and include required forms such as the SF-424, SF-424A, and a detailed project narrative using prescribed templates. Additional required documentation includes cost share verification letters, partner commitment letters, and evidence of critical infrastructure if applicable. Applications are evaluated through a competitive peer review process based on criteria such as alignment with program goals, technical merit, feasibility, organizational capacity, and budget justification. Projects that benefit underserved communities or align with regional partnership initiatives may receive priority consideration. The application deadline for the current funding cycle is June 5, 2026, with submissions required by 11:59 PM Eastern Time. Projects are expected to begin around late September 2026, with performance periods extending up to three years depending on project type. Applicants are encouraged to begin registration processes early due to system requirements such as SAM.gov and Grants.gov registration. Questions may be directed to the program via email, and technical assistance is available for application preparation, though program staff do not provide feedback on proposal quality. Annual reporting and final performance reports are required for funded projects.

Submit early due to registration requirements; strictly follow narrative templates; ensure cost share documentation is complete; align project clearly with direct producer-to-consumer market goals