Markets can be good outlets for excess or imperfect produce, such as fruit that has suffered superficial damage in a hailstorm. They can help producers promote brand awareness and they can also be a source of very cost-effective market research. “People give feedback on what they bought at the previous market day,” says Adams. “I know one apple grower who needed to replant a block for juice and wasn’t sure which variety to use. He rented a stall at a farmers’ market for six months and, by taking juice from different varieties, he was able to identify the one consumers preferred.”