In this short film, we’re taking you on a virtual road trip to visit the folks and farmers at the Prescott Farmers Market. This market serves as a great example of how a farmers market can serve as a vital hub that boosts their local food community and embraces sustainable practices. Their support of the region’s local growers is paving the way for the next generation of backyard growers and farmers and a lively farm-to-table restaurant scene.

Hear the stories of several farmers at the market who are taking small-scale farming to the next level. Their New Wave Urban farming approaches are born out of the land and water challenges they face and the deeply embedded desire to grow fresh produce for their family and community.