Opportunity Information: Apply for USDA AMS TM FMPP G 24 0010
The Farmers Market Promotion Program (FMPP) Fiscal Year 2024 is a discretionary grant opportunity from the U.S. Department of Agriculture, Agricultural Marketing Service (USDA AMS) designed to strengthen and expand direct producer-to-consumer marketing. The core purpose is to help farmers and other agricultural producers reach customers more effectively, while increasing public access to locally and regionally produced agricultural products. In practical terms, the program supports projects that make it easier for producers to sell directly to consumers and nearby buyers, and that improve the overall reach, efficiency, and resilience of local and regional food markets.
FMPP prioritizes efforts that support and promote domestic direct marketing channels. This includes classic community-facing outlets like farmers markets and roadside stands, as well as other direct sales models such as community-supported agriculture (CSA) programs, agritourism activities, and online sales platforms. The program also explicitly recognizes expanded “direct” pathways beyond individual consumers, including direct producer-to-retail, direct producer-to-restaurant, and direct producer-to-institution marketing. That means projects can focus not only on weekend market foot traffic, but also on building steady local sales relationships with grocery stores, restaurants, schools, hospitals, and other institutions that want locally sourced products.
Another major focus is helping producers develop and market value-added agricultural products. This can include projects that support product development, branding, packaging, and go-to-market approaches for items that increase a farm’s revenue potential by transforming raw products into a more market-ready form. Closely related to that, the program encourages projects that develop stronger marketing strategies for local food producers and value-added businesses, such as outreach campaigns, customer education, market research, and coordinated promotional efforts that expand demand for local and regional products.
FMPP also supports work that improves coordination across regional food systems, described as facilitating regional food chain coordination development. This generally points to projects that help multiple producers, markets, and buyers work together more smoothly, such as shared distribution approaches, aggregation and coordinated logistics, or partnerships that reduce duplication and improve market access across a region. In addition, the program promotes new business opportunities and marketing strategies that reduce on-farm food waste, reflecting an interest in practical solutions that prevent edible products from being lost due to marketing, timing, or distribution barriers.
The opportunity further emphasizes adapting to changing technology needs in direct producer-to-consumer marketing. That can include modernizing online ordering, payment systems, e-commerce tools, customer communication systems, and other technology that helps producers and direct markets operate efficiently and meet customer expectations. Finally, FMPP can cover expenses connected to food safety improvements, including costs related to obtaining food safety certifications and making upgrades to food safety practices and equipment. This is intended to help producers and direct marketing operations meet safety standards and buyer requirements, which can be especially important when selling to institutions or expanding into more formal retail channels.
Key details from the funding notice include the opportunity title Farmers Market Promotion Program Fiscal Year 2024 and funding opportunity number USDA AMS TM FMPP G 24 0010. It is a grant (funding instrument type: Grant) in the Agriculture activity category, listed under CFDA number 10.175. The agency administering the program is the USDA Agricultural Marketing Service. The maximum award amount (award ceiling) is $500,000, and the program anticipated making around 150 awards. The application closing date was May 14, 2024, and the opportunity was created on February 27, 2024. Eligibility is listed broadly as “Others,” which typically indicates that applicants should consult the official Request for Applications for the exact eligible entity types and any special eligibility conditions. For the specific set of eligible uses, project types, and any additional requirements, the notice points applicants to Section 3.1 of the RFA.Apply for USDA AMS TM FMPP G 24 0010
- The Agricultural Marketing Service in the agriculture sector is offering a public funding opportunity titled "Farmers Market Promotion Program Fiscal Year 2024" 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 2024-02-27.
- Applicants must submit their applications by 2024-05-14. (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 150 candidate(s).
- Eligible applicants include: Others.
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