Farmers Markets: Going Beyond Food, Fun & Fellowship

Farmers Markets: Going Beyond Food, Fun & Fellowship

by Patrick J. Holladay, Ph.D.

photos courtesy of Patrick Holladay

If you are reading this article it is likely that you love a good farmers market. Getting out to the farmers market as a weekend activity is something that a lot of people enjoy these days. There is even a term for it - “agrileisure”. Agrileisure is where agriculture, leisure, recreation, people and community come together in a decidedly positive way.

But there are two other important aspects of farmers markets that shouldn’t be ignored. These gatherings should always be used an opportunity to educate about healthy food, nutrition and the role of farmers in providing that resource. Additionally, markets should foster community through inclusion, supporting food justice and equity for vendors and consumers alike.

Without question, local food systems are gaining ground as vehicles for recreation, community development, public health, and food justice. Food justice is about equitable access to healthy foods, providing farmers a living wage by paying enough for their products, combating food insecurity, fairness, community engagement and more. As such, the farmers market becomes a valuable component to the local food system.

Farmers markets have been around for centuries as a place for farmers to come together to sell their products but these days have emerged as an important trend related to food culture and nutrition with buzzwords like “local”, “sustainable”, “farm-totable” and “organic” filling popular and social media.

These are all images of a healthy food destination where people can be around each other, support local farmers and have a good time.

Furthermore, the number of farmers markets have grown a staggering 350% over the last two decades as a direct farmer (or market gardener) to consumer option. Farmers markets can have a welcoming atmosphere, that support communitas or a spirit of community, where people can learn about new and unique foods, healthy eating, stewardship and supporting local farmers.

Indeed, if you talk to people at a farmers market, or maybe this is how you feel, there is often much more to the experience than “grocery shopping”. Certainly people like to shop the produce, meats and artisanal goods; but the farmers market is a place to meet friends, as well as embrace the ideas of environmentally friendly food production and they are important for supporting local farmers.

There is value in the organizers of the farmers markets incorporating educational opportunities where consumers can learn about local, seasonal foods and healthy eating that may inspire a person to prepare new foods and recipes. The farmers market is also a destination for people to relax, listen to live music and chow down on some readyto-eat foods that vendors will be showcasing.

Farmers markets are generally seen as a friendly place for a leisure outing. Let’s make sure, however, there are not a lack of opportunities for learning about food and nutrition. We should also strive to encourage diversity among both the vendors and consumers. This has implications for community development, food justice and equity. Are you a farmers market organizer, vendor or consumer? Remember the farmers market is fun but is also an exceptional community development tool. Namely, for food education, food justice and social diversity.

Let’s all seek to understand how to grow educational opportunities about food and nutrition and how to increase the diversity of local community participants.

Despite the trendiness of farmers markets as local community development tools, there may be tensions among market stakeholders. You might want to ask yourself how should food movements and the use of farmers markets for community development be undertaken?

I suggest that we all really think in terms of “us” instead of “me”. This goes back to the community spirit or comunitas that is a necessary condition for community development - using the lens of food and choice.

This is significant when the focus of community development is a farmers market. For this writer, this is the most important component of a farmers market. When the farmers market is “we”—from the farmers to the consumers from all walks of life.

When we are thinking collectively of the good the farmers market can do in a community, then we are truly engaged with the farmers market as a place for food, fun and fellowship.