Who We Are

Farm 2 Facts (previously Metrics + Indicators for Impact, MIFI) is an online data collection toolkit that gives markets the opportunities to take charge of their markets. F2F’s tool 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.

Our team represents over 30 years of market experience. Our goal is to use what we have learned at markets across the country to help your market grow.

We have 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. Our tool is constantly being updated to meet your needs, including satisfying requirements for programs like USDA grants. We are here 24/7 to answer your questions and support you in implementing our data methods and presenting your data successfully.



Principal Investigator, Founder, Program Director
Professor, Planning & Landscape Architecture, University of Wisconsin-Madison
More About Alfonso
Co-Principal Investigator, Program Director
PhD Candidate, Planning & Landscape Architecture, University of Wisconsin-Madison
More About Lauren
Staff Economist
Postdoctoral Fellow, Center for Integrated Agriculture Systems, University of Wisconsin-Madison
More About Phillip




2014-17. Indicators for Impact: Farmers Markets as Leaders in Collaborative Food System Data Collection and Analysis. USDA Agriculture and Food Research Initiative, Morales PI and Suerth Co-PI (2014-68006-21857). Created data collection tools and the online portal and tested the resources with eight markets in three regions of the US. Refined the tools and portal pursuant to their feedback.

2016-18. Subcontract to Madison-REAP Farm Fresh Atlas Project. USDA Farmers Market Promotion Program. 20 Wisconsin Markets get a one-year MIFI membership to collect that helps them understand who is visiting their market and how it contributes to local economic activity. We are also performing additional economic analysis.

2016-17. Subcontract to Maine Federation of Farmers Markets. USDA Rural Development Block Grant. Five markets in Main get a two-year MIFI membership to study the role of farmers markets in rural communities and we provide additional economic analysis.

2016-17. Identifying Communications Needs of Farmers Market Managers. USDA Hatch program, Co-PI with Bret Shaw. We tested the usability of the MIFI website and portal with eight market managers that have never used our program. We integrated their feedback into the current product.