THURSDAY, JAN 26, 2023: NOTE TO FILE
Module 3-26
Local farmers markets
Farmers’ Markets are a trading platform where farmers sell their produce directly to the public. This direct selling method avoids additional costs associated with middle-men, cold chain logistics, packaging, transport, storage, double handling, etc. Farmers can therefore reduce prices and still have relatively higher profit margins, whilst providing cost effective fresh quality seasonal products for consumers. These Farmers’ Markets are found worldwide where farmers and consumers interact and exchange quality value for money. The worldwide interest and growth of the organic produce sector has seen a huge parallel growth in Farmers’ Markets that trade in organic and related value-adding products. Consumers have also become more interested in how their fresh vegetables and fruit are grown, and Farmers’ Markets provide this platform. This social interaction between farmers and consumers strengthens the social capital of a community and builds trust. It is this trust in farmers’ cultivation methods and quality of produce within a community that helps to avoid costs associated with organic certification.
The human traffic at Farmers’ Markets are much valued by neighbouring businesses, thereby creating symbiotic relationships which are mutually beneficial. Many old town and city centres built prior to the advent of the motor vehicle, provided trading spaces in the town centre or specific plazas / squares where stalls and small shops were accommodated for farmers and other traders. Nowadays, the unique purpose for many such plazas with their surrounding stalls and small shops has long been forgotten, and replaced by coffee-shops, bars, restaurants, etc. However, the hustle and bustle of Farmers’ Markets are slowly rediscovering these former trading places within town centres as a new wave of urban regeneration takes over which endeavours to add value to the built environment by restoring spaces for the social capital to develop.
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Plate 5.7: A farmer selling directly is product at the famous local market Ballaro in Palermo, Italy. |
A good example of the important role of Farmers’ Markets is made by EURACTIV’s partner Sicilia Agricoltura, which reports that, “Farmers’ Markets have spread across Italy in just a few years and they offer a great economic and social opportunity, precisely because they allow direct contact between producers and consumers”, as shown in Plate 5.7. EURACTIV further reports that, “Short food supply chain is more than selling local products. Short food supply chains have a multidimensional role to play. They can help revitalise European farms by encouraging young people to work the land, but they also provide cheap and healthy food to consumers and attract tourists”.
Module 3, lesson 27
