MADISON, Wis. -- For the first time in the country, a new Web site will allow people to shop online for Farmer's Market produce and then simply pick it up at the market.

Jerry Platt, an Oregon producer, said that Farmer's Market business has been good for the last few years, with sales growing about 20 percent a year.

While Platt said that a Web site to help boost sales sounds good to him, he said he is unsure how many people would actually use it.

"It might work. I'm thinking people want to see what they're buying first. It's a lot about visuals," Platt said. "If it looks good, they buy it."

The state Agriculture Department is spending more than $29,000 on the Web site, banking on shoppers who use the Internet.

"I think it would be good. It would be a lot easier for the customers I think. We owners would know how much more to bring," said Doug Vree, a Randolph farm owner.

Lynn Bednarek, who sells specialty produce, said that the idea might appeal to customers looking for the unusual.

"If they had the special vendor they always bought from, to make sure their item was available when they got there, I would definitely use that Web site," Bednarek said.

Farmer's Market shopper Terry Strong said that she likes the idea.

"I could place my order and come pick it up. That would be perfect," Strong said.

The Web site will be up and running next spring. Agriculture officials said they hope it will increase sales at the Dane County Farmer's Market by 5 percent, which would make a $1 million impact on the community.