Farmers markets continue to rise in popularity, mostly due to growing consumer interest in obtaining fresh products directly from the farm. In 2006, the U.S. Department of Agriculture (USDA) farmers’ market directory listed 4,385 farmers' markets operating in the United States, representing an 18 percent increase from 3,706 farmers' markets in 2004. The USDA estimates over 1,000,000 people visit a farmers’ market weekly. Moreover, the average supermarket produce travels about 2,000 miles to its destination, compared to 50 miles for farmers’ market produce.
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