In 1976, the Council on the Environment of New York City (now GrowNYC) established the Greenmarket program, which provided regional small family farmers with opportunities to sell their fruits, vegetables and other farm products at open-air markets in the city. There were originally seven farmers at the first Greenmarket, and their selection sold out by noon. That summer, two more markets opened in New York City. Despite some backlash from local merchants and supermarkets who believed the Greenmarket was cutting into their profits, more markets opened in the city.