|
Farmers’
Markets: Worth the Trip
Business is booming for farmers’
markets, with numbers more than doubling in the last 15 years.
There are numerous reasons why shoppers are increasingly visiting
farmers’ markets. Some people prefer the quality, flavor,
and higher nutrient value of freshly picked produce. Others seek
variety, bargains, or organic produce. Some are also there to
support small farms and the environment, feel more connected
to their food and its growers, and enjoy the atmosphere.
If you’re not accustomed
to shopping at farmers’ markets, a few simple tips can make
your trip worthwhile, whether that means a drive in the country
or a stop in an urban public market. |
|
Price Check: Prices at farmers’ markets are
almost certainly cheaper than those at corner convenience stores,
but not everything is priced lower than in grocery stores. Highly
seasonal items are more likely to be a better deal at farmers
markets than the staples, such as carrots, onions, and potatoes.
You can also buy in bulk by going in with friends or family.
If you want to bargain for a better deal at closing time, make
it a win-win for you and the farmer by offering a set amount
of money and asking the farmer what he could offer of the produce
he has left.
Buy In-Season: At a farmers’ market, shoppers can
be confident the produce is fresh. The difference in freshness
between farmers’ markets and grocery stores depends a lot
on your store and the season. Many grocery stores use local farms
for seasonal produce while some chains contract with larger farms
farther away. Grocery stores also offer out-of-season produce,
which clearly has spent more time in shipment. If you want to
know what’s in season before you shop, visit www.fieldtoplate.com
and click on Resources to look up your state’s seasonal
guide.
Find the Unfamiliar: To ship produce great distances, growers
have developed varieties that can handle the rigors of travel.
Farmers selling at local markets will often grow varieties of
vegetables and fruits that don’t stand up to long-distance
travel but offer greater or different flavors.
For ideas to prepare your selections, visit Web sites with healthful
recipes, such as the American Institute for Cancer Research (www.aicr.org).
Part of the fun of farmers’ markets is to get ideas from
vendors, too, especially when you see unfamiliar produce.
Support the People and Place: Without middlemen, farmers may get at
least twice as much money for their products. Surveys say that
without this increased profit margin, many small and medium farms
would go out of business. High-volume wholesalers often refuse
to deal with small farms, preferring fewer partners. Farmers’
markets can be an important part of local economic development
strategies. Studies find that money raised tends to circulate
within the local economy longer and increase commerce at nearby
businesses.
Manage Your Market: You can find nearby farmers’ markets
on several Web sites, such as LocalHarvest (www.localharvest.org).
If markets are held on particular days, keep one schedule on
your refrigerator and a copy in your car or at work so you know
when markets are open near your job, home or along your commute.
Although farmers’ markets
usually have some bags or boxes, try to bring your own reusable
bags with handles. Bringing cash is also smart. Many farmers’
markets now participate in a program that provides checks for
women and children in the WIC (Women, Infants and Children) program
and low-income seniors, and some can handle Supplemental Nutrition
Assistance Program cards. The USDA’s Farmers Markets Web
site lists markets that accept these forms of payment.
Also, buy only what you realistically
will use. You lose the value of freshly picked produce if you
buy so much that it sits in your refrigerator too long. |
Print
Forums
Refer Page
