We are Farm 2 Facts.

Our Mission

Lending farmers markets a voice by delivering impactful tools for data collection, analysis and visualization.

Our Vision

Empowering markets for community growth.

Our Values

Community Empowerment

Farm 2 Facts (previously Metrics + Indicators for Impact, MIFI) empowers managers to stake a claim in their community’s ecological, social and economic growth by putting them in a position to monitor and analyze market data and contributions. Having data in-hand makes decision-making more impactful, and F2F gives managers the confidence to make those decisions that will affect the community.

Integrity

F2F’s unyielding goal is to provide accessible tools that help empower farmers markets. F2F has seen first-hand the importance of data collection, and what concrete data can do for markets, especially during a time of increased interest in local food. We know that managers and market-goers understand how important markets are, but our data can prove it to your stakeholders. F2F is here to help.

Innovation

As a University backed organization, F2F’s software was built from the ground up, entirely customized to function on our customers behalf. F2F’s toolkit is constantly being updated by our team of professional web developers and adjusted to fit the ever changing needs of markets, including satisfying requirements for programs like USDA grants. F2F is available 24/7 to answer your questions and support you in implementing our data methods and presenting your data successfully.

Our People

EDNA LEDESMA

Director, Principal Investigator

Edna Ledesma is an Assistant Professor of Planning and Landscape Architecture at the University of Wisconsin-Madison. She researches markets through an emphasis on place and inclusion. Edna is a native of Brownsville,Texas located on the U.S.-Mexico border.

More About Edna

ALFONSO MORALES

Founder, Research Associate

Alfonso Morales is a Professor of Planning and Landscape Architecture at the University of Wisconsin at Madison, who has pioneered policy-relevant research on street vendors. He is originally from rural New Mexico with roots in family farming.

More About Alfonso

OLIVIA NYGAARD

Marketing and Member Services Team Lead & Outreach Manager

NOLAN HEGGE

Lead Software Developer and Research Assistant

SHRIVAS SHANKAR

Senior Software Developer

ANDREA GONZALES

Research Assistant

ABANISH KHATRY

Senior Software Developer

CHARLIE HAIGHT

Development Project Lead

LIZ KHOMENKOV

Project Assistant (PA)

MADELINE VUKOVICH

Research Assistant

JOSIE REEVE

Marketing and Member Services Intern

JORDYN CZYZEWSKI

Marketing and Member Services Intern

EUNBI KO

Research Assistant

HANBING LIANG

Project Assistant (PA)

PHILLIP WARSAW

Staff Economist - Michigan State University

DR. ZLATA VUKSANOVIC-MACURA

Research Associate - Serbian Academy of Sciences and Arts in Belgrade

DR. STEFAN DENDA

Research Associate - Serbian Academy of Sciences and Arts in Belgrade

MARKO PETROVIC

Research Associate - Serbian Academy of Sciences and Arts

UW TRAD

Software Development

The Teaching & Research Application Development (TRAD) software development team within DoIT Academic Technology creates custom applications and web-based solutions to meet teaching, learning, and research needs.