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Mobile Markets

Mobile markets operate from a truck, van, bus, trailer, or other mobile device. Similar to farmers’ markets, mobile markets can serve various communities on a scheduled or rotating basis. However, given their ability to change locations at a moment’s notice, mobile markets can also serve multiple communities in a short span of time. Mobile markets have gained popularity particularly in rural communities where access to healthy food is limited and residents must travel long distances to access grocery stores that sell fresh food.

Key Strategies and Resources

  • Rely on proven and documented business strategies. Similar to other forms of healthy food retail, mobile markets can benefit from comprehensive business plans. These enterprises can tap into targeted technical assistance programs that advise participants about how to increase their earning potential. Existing small business development training programs can also help mobile markets improve their marketing strategies to increase their profitability.
  • Research existing mobile markets. Mobile markets have taken on many different forms across the country. While strategizing about what type of market can benefit your community, it is important to know how other markets have been successful. The Resource Library includes case studies of mobile markets that have worked across the country.
  • Develop public private partnerships for funding mobile markets. For more information on these, go to the Public Private Partnership Primer.
  • Develop financing/funding packages for each mobile market project. For more information on finding funding for your mobile market project, go to Financing.

Success Stories

  • Arcadia Mobile Market: In Washington, D.C., Arcadia’s 28-foot mobile farmers’ market delivers local, sustainably produced food to underserved communities across the area.
  • Farmshare Austin: In Texas, Farmshare mobile markets make designated weekly stops in neighborhoods that currently lack access to organic fruits and vegetables, both in Austin, including Hornsby Bend, and in other parts of Travis County, such as Del Valle.
  • Market Boxx Community Stores: In Milwaukee, Wisconsin, a group of African American entrepreneurs launched a company that works with local entrepreneurs, in partnership with community organizations, to build skills and launch mobile grocery store businesses.