Stands overflowing with fresh seasonal produce, food and flower vendors, fresh baked goods, and opportunities to see neighbors and friends. It takes a lot of effort and planning to keep this community staple successful. Can data collection improve the market, attract new farmers, and educate customers about their food? We learn how from Darlene Wolnik, support director with the national Farmers Market Coalition, and Christie Welch, program specialist with direct marketing at The Ohio State University South Centers.