Opportunity Information: Apply for USDA AMS TM FMPP G 23 0010
The Farmers Market Promotion Program (FMPP) is a discretionary grant opportunity run by the U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS), designed to strengthen and grow direct producer-to-consumer marketing channels. The central goal is to help projects that develop, coordinate, and expand marketplaces where farmers and other producers sell directly to buyers, with the broader public benefit of improving access to locally and regionally produced agricultural products. In practical terms, the program is meant to make it easier for communities to buy local food, for producers to reach customers more effectively, and for regional food systems to function more smoothly and competitively.
FMPP supports a wide range of direct marketing formats, including traditional farmers markets and roadside stands, as well as agritourism activities, community-supported agriculture (CSA) programs, and online sales platforms. The scope also explicitly includes expanded forms of direct marketing beyond individual consumers, such as direct producer-to-retail, direct producer-to-restaurant, and direct producer-to-institution models. That means projects can focus not only on weekend market sales, but also on building relationships and systems that help local producers sell directly to grocery stores, restaurants, schools, hospitals, and other institutions looking for local sourcing options.
The program emphasizes activities that improve both the supply side and the market side of local and regional food. On the producer side, it encourages the development of value-added agricultural products, which can include items that are processed, packaged, branded, or otherwise enhanced to create new market opportunities and increase farm revenue. On the market development side, FMPP prioritizes projects that create or refine marketing strategies for local food and value-added products, such as branding and promotion campaigns, customer outreach approaches, new sales channels, and tools that help producers better understand and serve their target markets.
Another major focus is regional food chain coordination, meaning efforts that help connect producers, aggregators, distributors, and buyers in more organized and efficient ways. Projects under this theme might aim to improve coordination across multiple markets, streamline ordering and delivery systems, or strengthen regional partnerships that make local food distribution more reliable and scalable. The program also highlights efforts to promote new business opportunities and marketing strategies that reduce on-farm food waste, recognizing that better matching supply with demand, improving product handling, and opening alternative sales pathways can keep more food from going unsold or discarded.
FMPP also supports projects that respond to changing technology needs in direct producer-to-consumer marketing. This can include adopting or upgrading online sales and ordering systems, payment and point-of-sale tools, inventory tracking, customer communication platforms, and other practical technologies that help producers and market operators operate more efficiently and meet customers where they are. Finally, the program includes support for certain food safety-related needs, specifically covering expenses tied to obtaining food safety certification and making improvements to food safety practices and equipment. This component is particularly relevant for producers and market organizations seeking to meet buyer requirements, reduce risk, and strengthen consumer confidence.
From an administrative standpoint, the opportunity is identified as USDA AMS TM FMPP G 23 0010, listed under CFDA 10.175, with an activity category of Agriculture. The agency anticipated making around 300 awards, with a maximum award size (ceiling) of $500,000. The posting lists the eligible applicant category as "Others," with further clarification typically provided in the full eligibility section of the official notice. The opportunity was created on February 14, 2023, and had an original application deadline of May 2, 2023, with applications required to be submitted and validated by 11:59 pm Eastern Time.Apply for USDA AMS TM FMPP G 23 0010
- 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 Feb 14, 2023.
- Applicants must submit their applications by May 02, 2023 Only applications submitted and validated by 1159 pm Eastern Time on. (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 $500,000.00 in funding.
- The number of recipients for this funding is limited to 300 candidate(s).
- Eligible applicants include: Others (see text field entitled Additional Information on Eligibility for clarification).
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Farmers Market Promotion Program (FMPP) FAQs
1. What is the Farmers Market Promotion Program (FMPP)?
The Farmers Market Promotion Program (FMPP) is a discretionary grant opportunity run by the U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS). It is designed to strengthen and grow direct producer-to-consumer marketing channels by supporting projects that develop, coordinate, and expand marketplaces where farmers and other producers sell directly to buyers.
2. What is the main goal of FMPP?
The central goal is to help projects that expand and improve direct marketing opportunities so communities have better access to locally and regionally produced agricultural products, producers can reach customers more effectively, and regional food systems operate more smoothly and competitively.
3. What kinds of markets or sales channels does FMPP support?
FMPP supports a wide range of direct marketing formats, including:
- Farmers markets
- Roadside stands
- Agritourism activities
- Community-supported agriculture (CSA) programs
- Online sales platforms
4. Does FMPP only support sales directly to individual consumers?
No. The program also includes expanded direct marketing models beyond individual consumers, such as direct producer-to-retail, direct producer-to-restaurant, and direct producer-to-institution approaches. Projects can focus on building systems and relationships that help local producers sell directly to grocery stores, restaurants, schools, hospitals, and other institutions.
5. What types of project activities does FMPP prioritize?
Based on the opportunity description, FMPP emphasizes activities that strengthen both the producer side and the market side of local and regional food, including value-added product development, marketing strategy improvements, regional food chain coordination, food waste reduction strategies, technology upgrades for direct marketing, and certain food safety-related needs.
6. What does FMPP mean by supporting "value-added" agricultural products?
FMPP encourages development of value-added agricultural products, which can include products that are processed, packaged, branded, or otherwise enhanced to create new market opportunities and increase farm revenue.
7. What kinds of marketing strategy work can FMPP fund?
The program prioritizes projects that create or refine marketing strategies for local food and value-added products. Examples described in the opportunity include branding and promotion campaigns, customer outreach approaches, new sales channels, and tools that help producers better understand and serve target markets.
8. What is "regional food chain coordination" in the context of FMPP?
Regional food chain coordination refers to efforts that connect producers, aggregators, distributors, and buyers in more organized and efficient ways. Projects may focus on improving coordination across multiple markets, streamlining ordering and delivery systems, or strengthening regional partnerships to make local food distribution more reliable and scalable.
9. How does FMPP address food waste?
The opportunity highlights promoting new business opportunities and marketing strategies that reduce on-farm food waste. The idea is that better matching supply with demand, improving handling, and opening alternative sales pathways can help prevent food from going unsold or discarded.
10. Does FMPP support technology upgrades for direct marketing?
Yes. The program includes support for changing technology needs in direct producer-to-consumer marketing. The opportunity notes that this can include adopting or upgrading online sales and ordering systems, payment and point-of-sale tools, inventory tracking, and customer communication platforms, along with other practical technologies that improve efficiency.
11. Are food safety costs allowed under FMPP?
The opportunity description indicates that FMPP includes support for certain food safety-related needs, specifically expenses tied to obtaining food safety certification and making improvements to food safety practices and equipment.
12. Why would food safety activities matter for FMPP projects?
Food safety activities can be important for meeting buyer requirements, reducing risk, and strengthening consumer confidence, especially for producers or market organizations seeking to expand sales channels.
13. What agency runs this grant opportunity?
The program is run by the U.S. Department of Agriculture (USDA), Agricultural Marketing Service (AMS).
14. What is the official opportunity ID for this FMPP notice?
The opportunity is identified as USDA AMS TM FMPP G 23 0010.
15. What is the CFDA number listed for this opportunity?
The notice lists CFDA 10.175.
16. What activity category is this funding opportunity under?
The activity category is Agriculture.
17. About how many awards did the agency expect to make?
The agency anticipated making around 300 awards.
18. What is the maximum award amount (ceiling)?
The maximum award size (ceiling) listed is $500,000.
19. Who is eligible to apply?
The posting lists the eligible applicant category as "Others." Additional details are typically provided in the full eligibility section of the official notice.
20. When was this opportunity created?
The opportunity was created on February 14, 2023.
21. What was the application deadline for this notice?
The original application deadline was May 2, 2023.
22. What time were applications due on the deadline date?
Applications were required to be submitted and validated by 11:59 pm Eastern Time.
23. What does it mean that applications must be "submitted and validated" by the deadline?
The notice specifies that applications needed to be both submitted and validated by the deadline time (11:59 pm Eastern Time), meaning completing submission alone would not be sufficient if the application was not validated by that cutoff.
24. What kinds of buyers can be included in FMPP-supported direct marketing?
In addition to individual consumers, the opportunity explicitly includes buyers such as grocery stores (retail), restaurants, and institutions like schools and hospitals through direct producer-to-retail, producer-to-restaurant, and producer-to-institution models.
25. Can a project focus on improving how multiple markets work together?
Yes. The opportunity describes regional food chain coordination and improving coordination across multiple markets as a supported theme, including efforts to streamline ordering and delivery and strengthen partnerships.
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