4 minute read
Business of Farming
HOW FARMERS MARKETS IMPACT YOUR COMMUNITY
SURGE SEEN IN CONSUMERS’ INTEREST IN LOCAL FOOD
BY JESSICA ROWAN
The number of farmers markets in Alabama has increased greatly over the past two decades. In 1999, the state only had 17 farmers’ markets serving around 230 producers and in 2021, there were 170 farmers markets serving around 900 producers and 425 non-produce vendors. These markets are indispensable to both consumers and small-scale producers.
Farmers markets reconnect consumers to their food system. Traditional sales channels for food often don’t place importance on who grew your food or where it was grown. It’s seen as just a quick transaction and task to mark off your to-do list. Local markets give consumers a chance to learn what’s in season, how their produce is grown and how they can change or establish their role within the food system. The COVID-19 pandemic exposed the population to supply chain disruptions. While it has shown some fragilities within the food system, it also revealed opportunities for improvement in food work and how to cultivate a resilient food system. There has been a surge in consumers’ interest in local food and increased demand for direct-to-consumer marketing channels. COVID-19 was definitely a challenge to farmers markets, and it forced many of them to pivot in order to meet customer demands. Although it was a challenging time, it sparked consumer interest in local food and
a desire to connect with the farmers that grow their food. Not only do those markets give consumers a chance to learn about the food they buy, but they give farmers the opportunity to be educators while also selling their goods.
Producers benefit from a designated meeting place and time to sell their various goods directly to customers. It provides them with an outlet to sell their goods to a large audience of consumers that are already gathered in search of local food and supporting local businesses. It’s a location that can attract a variety of customers as well as other local producers. Farmers markets are often places where farmers, neighbors, and customers can exchange ideas and experiences. Farmers can socialize and discuss production practices and even trends they’ve noticed in the market and industry.
Producers sell directly to consumers for more reasons than just creating relationships and personal connections. When they cut out the middleman producers receive a larger portion of the food dollar. In return, customers receive fresh, local food that traveled a much shorter distance from the farm to their plate. According to Ellie Watson of Sweet Grown Alabama, “When you support local, studies show that 60 cents of every dollar spent remain in your community.” Customers often don’t even realize the true ripple effect that occurs in communities when supporting local producers. That money gets spent at local businesses, on local employees, local inputs for their farm and, beyond farm expenses, it’s spent on their family or kids within their community.
Supporting local producers not only improves the local economy, but it provides consumers with fresher products than typical grocery store produce that’s imported. According to the USDA, more than 85% of farmers market vendors traveled less than 50 miles to sell at their farmers markets. Fruits and vegetables in grocery stores travel on average more than 1,200 miles before reaching the shelf. Locally grown produce is allowed to ripen on the plant and is picked at peak freshness and nutrient levels. Farmers also select plants and animal breeds for superior quality and taste. Consumers notice the drastic improvement in the taste of locally grown produce and it often alters their purchasing habits. The aggregation of local producers selling a variety of food also provides access to healthy, nutritious food where it otherwise might not be available. There are programs for low-income families and the number of farmers accepting SNAP benefits is growing every year.
Unlike other food outlets, there must be something said for the sense of community built among customers and vendors that is unique to farmers markets. Not only do people come there to buy fresh food, but they also come to meet friends, engage with local farmers, scope out new varieties and products and just enjoy the atmosphere. Farmers markets foster a sense of community and healthy lifestyles while simultaneously providing consumers with quality products they can feel good about buying. Producers have an easily accessible outlet to sell directly to consumers while educating and advertising for themselves. Farmers markets play a vital role in the local food movement in Alabama, from the consumers and producers that build relationships to the communities that reap the benefits.
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