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.


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.


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


Founder, Principal Investigator, Program Director

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
Co-Principle Investigator, Co-Director

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.

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Research Assistant

Naga Sahiti Akondi is a junior majoring in Economics with Math Emphasis and Mathematics. Apart from being passionate about macroeconomic theories and banking she also holds an interest in Psychology. Naga contributes to economic research. This past year she worked on the economic profile of Latino Vendor Markets in California and Texas.

Founder, Program Director

Lauren was a PhD Candidate in Urban and Regional Planning at the University of Wisconsin – Madison, and is now a Inclusive Excellence Research Analyst at American Family Insurance. She has been the lead research assistant for Farm 2 Facts since the pilot project started in 2014.

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Staff Economist

Phillip Warsaw is an Assistant Professor of Ecological Economics and Environmental Justice at Michigan State University. Before joining MSU, Phil was a postdoctoral fellow at the Center for Integrated Agricultural Systems at the University of Wisconsin-Madison.

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Marketing and Communications Manager

Emma brings years of professional experience and a go getter attitude. The frequent market goer is looking forward to helping farmers market managers take full advantage of all that F2F has to offer. Outside of the office Emma enjoys hiking local trails, traveling the world, and riding her horse named Monte.

Marketing and SEO Consultant

Chantell Hernandez is an MBA candidate for the University of Wisconsin School of Business, specializing in marketing insights and analytics in the A.C. Nielsen Center for Marketing Research. Previously, she worked at Hasbro as a retail marketing coordinator for their Latin American emerging markets. Currently, she develops marketing and SEO strategies for Farm 2 Facts.

Research Assistant

Arden is a student of mathematical economics & data science, with an interest in using quantitative methods for social good. Previously, they worked on a project to improve accessibility at farmers markets. Arden contributes to economic research, web design, and graphic design.

Junior Software Developer

Rachel Fu is an undergraduate student studying computer science in the College of Letters and Sciences. She also has interests in machine learning and Asian American studies. Outside of school, she enjoys playing violin in orchestra and traveling to new places.

Junior Graphic Designer

Maggie Tomashek is an undergraduate student studying fine arts with interests in printmaking and watercolor illustration. She also has experience with digital design. In her free time, she enjoys watching films, traveling, and eating delicious food.

Marketing Research Intern

Olivia is a freshman of Nutritional Science & Environmental Science. With interests in the environment, nutrition, and food systems, her previous research focused on pollution and food waste. She now helps communicate the benefits of Farm 2 Facts to kick off her first year of undergrad research as an intern for the Kaufman Lab.

Undergraduate Research Scholar - Economics

Mingqi Yan is an undergraduate international student declared as an economics major in the College of Letters & Science. He shows vast interest in application of economics and research.

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.

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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.