Reconnecting With Our Harvest: An Essay

Supporting the local economy, while at the same time buying healthy food for my family, is very important to me. I am lucky to live in an area that has a wonderful farmers market and a co-op, where I can purchase locally grown and created organic goods. One of the last papers I wrote at WSU (GO COUGS!) was on this very concept. If you can get past the quotations and citations (necessary for the assignment) it has very useful information for people wanting to learn more about farmers markets and how they benefit society.

Reconnecting With Our Harvest:

The Economic, Environmental, and Individual Health Benefits of Farmers Markets

To forget how to dig the earth and tend the soil is to forget ourselves.

–Mohandas K. Gandhi

The Disconnect

The rapidly spreading awareness of the state of the environment and food supply worldwide has people from all walks of life clamoring to lead healthier and more sustainable lives. Many have joined the “green” movement and wish to decrease their footprint without increasing their workload. It is within these boundaries that farmers markets fall – the consumer is making a choice that is beneficial individually, to the local economy, and to the environment, and at the same time is avoiding the trouble of cultivating a personal garden. The Farmers Market Coalition (FMC) describes these markets as “a community experience, where you can meet your neighbors, friends, and farmers, and where more of your dollar will stay in the community.”[1] In a society that is disconnected from the harvest of the food they consume, farmers markets are one way that individuals and families can connect with farmers, produce, and a healthier lifestyle.

Defining Farmers Markets

Farmers markets are a place for farmers (and sometimes other vendors) to bring their goods for the general public to buy, eradicating the role of the “middle man” played by large-scale grocers. These markets can be as simple as a local farmer and a few tents, or as complex as a large certified farmers market. Certified farmers markets are held at “a location approved by the County Agricultural Commissioner where certified farmers offer for sale only those agricultural products they [have] grown themselves, or products from another certified farmer.”[2] Farmers are certified by the Department of Agriculture, Weights and Measures after passing various health and safety inspections.[3] Farmers markets can be seasonal or year-round, depending primarily on the harvest and location.

Farmers Markets on the Rise

The number of and popularity of farmers’ markets is increasing globally, with other nations looking to the farmers markets in the United States as a model: “In 1997 there were no farmers markets in the UK. Now there are 240… In the USA, annual sales from farmers markets are over $1 billion. There is major support from national and state Government for these initiatives in the USA.”[4] According to the United States Department of Agriculture (USDA) Agricultural Marketing Service, “as of mid-2010, there were 6,132 farmers markets operating throughout the U.S. This is a 16 percent increase from 2009.”[5] In San Diego County alone there are over 50 certified farmers markets.[6]

Tracking the development of farmers markets nationwide has been made possible by the USDA National Farmers Market Manager Survey. The latest results that can be accessed are from the 2006 survey; results from the 2010 survey will be published later this year.[7] The proof that farmers markets have flourished due to changing consumer lifestyle choices can be found clearly in the results of the 2006 survey. Markets that are open year-round have significantly higher sales than those open seasonally. The mean (or average) monthly sales of markets are as follows: $20,770 for markets open less than seven months, $57, 290 for markets open for seven months or more, and $69,497 for year-round markets.[8] This data supports the theory that farmers markets, when open at least seven months of the year, attract returning customers that use the markets as a repeat source for goods.

Although farmers markets are increasing in popularity, they are not a new phenomenon. LocalHarvest, a website devoted to informing the public about organic and local food, offers a brief history on these markets:

Farmers' markets are one of the oldest forms of direct marketing by small farmers. From the traditional "mercados" in the Peruvian Andes to the unique street markets in Asia, growers all over the world gather weekly to sell their produce directly to the public. In the last decade they have become a favorite marketing method for many farmers throughout the United States, and a weekly ritual for many shoppers.[9]

Today, farmers market their produce in a similar fashion, while larger collaborations, such as farm bureaus and regional websites extend the advertisement.

The Economic Benefits of Farmers Markets

The publication, “The economic benefits of farmers markets,” by Simon Bullock and Friends of the Earth, stresses the importance of a high “multiplier” in local economies. The more times money circulates in a locality, the higher the multiplier. For example, if the majority of a town’s populace buys their food at a farmers market, the payments made to the local farmers keeps the money in the town longer as opposed to payments made to large-scale grocers that buy food from out-of-state vendors and pay to transport that food.[10] In addition to circulating money within a local economy, farmers markets play an important role in building “food webs.” These “food webs” are created through networking between local farmers and local businesses that encourage the sale of locally harvested and produced goods, and also promote expansion: “US experience shows that selling at a farmers market can also provide an opportunity for a part-time grower to make the transition to a larger operation.”[11] On a more individual level, farmers and consumers alike can reap economic benefits in the form of substantial savings. By forgoing the costs of packaging, transportation, and marketing, farmers can keep a higher profit, while at the same time giving consumers a lower price.[12]

The Environmental Benefits of Farmers Markets

Bullock describes three primary areas in which farmers markets are beneficial for the environment: reduced waste, fewer food miles, and increased organic production. Preparing produce for transportation and supermarket sale requires packaging that is not necessary for farmers markets. Changes to orders and packaging requirements create additional waste that is not an issue when the food is sold locally and by the farmers themselves. Food miles accumulate rapidly as produce is moved internationally, costing large quantities of fuel and energy to keep the produce fresh. The FMC stresses the difference in food miles between farmers markets and produce that is sold in supermarkets on its website: “According to a survey conducted by Farmers Markets Today magazine, more than 85% of farmers market vendors traveled fewer than 50 miles to sell at a farmers market in 2008. In fact, more than half of farmers traveled less than 10 miles to their market, according to a 2006 USDA survey.”[13] Comparatively, the average travel distance for fruit and vegetables sold in supermarkets is 1,200 miles.[14] Finally, farmers can focus on more traditional or organic farming methods rather than on mass production.[15] These less intensive methods of cultivation are much easier on the environment as pesticides are reduced and livestock are maintained more stringently.

The Individual Health Benefits of Farmers Markets

Organic production is not only beneficial for the environment, but is also rising to a preferred status. The 2006 survey showed that markets selling organic goods averaged 1,422 customers per week with sales of $45,826, whereas those that did not sell organic goods averaged 569 customers weekly with sales of $14,813. At these markets, “the widespread use of organic labels and other labeling claims on meat and dairy products at farmers markets, such as “hormone-free,” “antibiotic-free,” “pasture-raised,” and “free range”… suggests farmers market consumers want to be informed about the methods used to produce their meat and dairy purchases.”[16] Evidence such as this makes it clear that Americans are trying to eat better, and farmers markets are providing a more affordable way to accommodate this lifestyle. The effects farmers markets have on health and wellness has not gone unnoticed by the USDA. On July 16, 2010, the Secretary of Agriculture proclaimed August 1-7, 2010, National Farmers Market Week, and stated that: thousands of American farmers markets offer affordable and healthful products sold directly from the farm in their freshest possible state, increasing access to fresh fruits and vegetables for children and families, which can help promote child health and reduce childhood obesity.”[17] Additionally, the proclamation confirms the contributions of farmers markets to national programs such as the Supplemental Nutrition Assistance Program and Women, Infants and Children Nutrition Program.[18]

Local Impact: Ocean Beach Farmers’ Market

Ocean Beach is a suburb of San Diego, bordered by the higher length of Point Loma Peninsula, Sunset Cliffs, and the Pacific Ocean. Surfers, skateboarders, tourists, college students, artists, writers, and those who have already retired, flock to this beach community that seems worlds away from the bustling Gaslamp Quarter downtown. What truly defines Ocean Beach, however, is not necessarily its sandy location or Newport Avenue’s constant traffic, but rather, the fact that the community embraces “green” living. Stores such as People’s Organic Foods Market (a cooperative), children’s vegetable gardens, recycling bins, and signs that remind passerby to keep the neighborhood and beach clean are on every corner.

Newport Avenue is the heart of Ocean Beach – busy with antique stores, souvenir shops, restaurants, and bars; the street is alive twenty-four hours a day. Every Wednesday, Newport Avenue is closed between Cable Street and Bacon Street to motored traffic to allow for the Ocean Beach Farmers Market. Vendors selling local produce, prepared food, flowers, and gifts set up tables and tents along each side of the avenue. Musicians book their weeks to perform, and children are able to dance or play in front of the instruments.

In order to be a vendor at the Ocean Beach Farmers Market, the farmer must submit the “Ocean Beach Farmers Market Vendors Application” to the Ocean Beach MainStreet Association. The application requires farmers to attach a copy of their Department of Agriculture Certificate, proving their status as a Certified Farmer, as well as their California State Sales Tax Number.[19] By requiring proof of certification, the Ocean Beach MainStreet Association ensures that farmers market customers will be purchasing inspected and quality produce. Other vendors must meet differing qualifications as well. By enforcing regulations, this farmers market protects its consumers from fraudulent vendors and uninspected goods.

According to David Klaman, the Ocean Beach Farmers Market Manager, between 100 and 120 vendors participate at the Wednesday market. Of those vendors, approximately thirty of them are certified farmers, although other vendors sell produce from certified farmers that do not attend the market. Most of the certified farmers are local, but other products do come from other areas within the state. The apples sold at the market, for example, are usually from Northern California. On average, three thousand people come to the market, infusing the other small beach community businesses with additional customers.[20]

In addition to the advertising promoted by the Ocean Beach MainStreet Association, the Ocean Beach Farmers Market is also listed on the San Diego County Farm Bureau’s website. Farm Bureaus are common to California, which has 53 throughout the state. Established in 1913, “the [San Diego] Farm Bureau is the leading advocate for the farm community and works with elected officials, government agencies, educators, the public, and the media.”[21] Organizations such as the Ocean Beach MainStreet Association and local farm bureaus promote farmers markets, while at the same time instilling collective regulations and values that guarantees consumer safety and satisfaction.

Ocean Beach Farmers Market allows those that live in the neighborhood to shop for the week on foot, while mingling with farmers and neighbors. It creates a strong web of connections throughout the neighborhood, while at the same time attracting tourists and visitors from other areas of San Diego. Not only does the market thrive, but local businesses as well. According to Ocean Beach MainStreet Association, “In a recent survey conducted at the OB Farmers Market 55% of those surveyed do not live in OB… 98% said they visit a restaurant or store during the Market!”[22] In this way, this particular farmers market strengthens the entire community and promotes other local businesses, lending Ocean Beach’s economy a higher multiplier.

The Future of Farmers Markets
Approximately 80% of our nation’s two million farms are considered small farms – many of them family owned.[23] Supporting these local farmers is the best way to enrich our nation’s culture, strengthen our local economy, and address health issues such as obesity. With the fast growth of farmers markets that was reported in the 2006 USDA National Farmers Market Survey, a continued growth can be projected for the future. Whether in Ocean Beach, San Diego, in other areas of the United States, or on an international level (such as the expanding markets in the United Kingdom), farmers markets are on the rise and playing a very important role in the average person’s connection with food. Frequenting farmers markets deepens our understanding of where our food comes from, contributes to a fresher and healthier diet, and strengthens community ties. In a generation where the entire process of the harvest, from farm to table, is often unknown or misunderstood, it is of the utmost importance that we arm our youth with the information needed to continue cultivating a variety of food. Hopefully, the “green” movement will encourage the next generation to continue to turn to organic and more sustainable farming practices. All of these things can be accomplished by awareness – a feat that farmers markets, with their colorful variety of goods and rich cultural interactions, can certainly contribute to. With all of the economic, environmental, and health advantages farmers markets have to offer, continued support of local farmers and the growth of farmers markets will continue to benefit societies worldwide.

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[1] Farmers Market Coalition, “Farmers Market Q & A,” http://farmersmarketcoalition.org/joinus/faq/.

[2] County of San Diego, “Certified Farmers Markets,” Accessed March 4, 2011, http://www.co.san-diego.ca.us/awm/farmers_markets.html.

[3] County of San Diego, “Certified Farmers Markets.”

[4] Simon Bullock and Friends of the Earth, “The economic benefits of farmers’ markets,” http://www.foe.co.uk/resource/briefings/farmers_markets.pdf, 4.

[5] United States Department of Agriculture: Agricultural Marketing Service, “Farmers Markets and Local Food Marketing,” http://www.ams.usda.gov/AMSv1.0/FARMERSMARKETS.

[6] County of San Diego, “Certified Farmers Markets.”

[7] United States Department of Agriculture: Agricultural Marketing Service, “Frequently Asked Questions about the USDA National Farmers Market Survey,” http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5085411.

[8] United States Department of Agriculture: Agricultural Marketing Service, “USDA National Farmers Market Manager Survey 2006,” http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5077203&acct=wdmgeninfo, 96.

[9] LocalHarvest, “Farmers Markets,” http://www.localharvest.org/farmers-markets/.

[10] Bullock, “The economic benefits of farmers’ markets,” 5.

[11] Ibid, 7.

[12] Ibid, 12.

[13] Farmers Market Coalition, “Farmers Market Q & A.”

[14] Farmers Market Coalition, “Farmers Market Q & A.”

[15] Ibid, 16-17.

[16] United States Department of Agriculture: Agricultural Marketing Service, “USDA National Farmers Market Manager Survey 2006,” 30.

[17] Secretary of Agriculture of the United States of America, “National Farmers Market Week: A Proclamation,” (July 16, 2010) http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5085688.

[18] Secretary of Agriculture, “National Farmers Market Week”.

[19] Ocean Beach MainStreet Association, “Ocean Beach Farmers Market Vendors Application,” http://www.oceanbeachsandiego.com/sites/default/files/Farmers-Market-Vendor-Application.pdf.

[20] David Klaman, Interview by author, San Diego, California, April 27, 2011.

[21] Farm Bureau; San Diego County, “About Us,” http://www.sdfarmbureau.org/AboutUs/About-Us.php.

[22] Ocean Beach MainStreet Association, “Farmers Market Wednesdays,” http://www.oceanbeachsandiego.com/event-farmers-market.

[23] LocalHarvest, “Family Farms,” http://www.localharvest.org/organic-farms/.

Bibliography

Bullock, Simon, and Friends of the Earth. “The economic benefits of farmers’ markets.” http://www.foe.co.uk/resource/briefings/farmers_markets.pdf

County of San Diego. “Certified Farmers Markets.” Accessed March 4, 2011. http://www.co.san-diego.ca.us/awm/farmers_markets.html.

Farm Bureau; San Diego County. Accessed March 4, 2011. http://www.sdfarmbureau.org/AboutUs/About-Us.php.

Farmers Market Coalition. Accessed March 4, 2011. http://farmersmarketcoalition.org/.

Klaman, David. 2011. Interview by Author. San Diego, California. April 27.

LocalHarvest. “Family Farms.” Accessed April 27, 2011.

http://www.localharvest.org/organic-farms/.

LocalHarvest. “Farmers Markets.” Accessed April 27, 2011. http://www.localharvest.org/farmers-markets/.

Ocean Beach MainStreet Association. “Farmers Market Wednesdays.” Accessed March 4, 2011. http://www.oceanbeachsandiego.com/event-farmers-market.

Ocean Beach MainStreet Association. “Ocean Beach Farmers Market Vendors Application.” Accessed April 26, 2011. http://www.oceanbeachsandiego.com/sites/default/files/Farmers-Market-Vendor-Application.pdf.

Secretary of Agriculture of the United States of America. “National Farmers Market Week: A Proclamation.” July 16, 2010. http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5085688.

United States Department of Agriculture: Agricultural Marketing Service. “Farmers Markets and Local Food Marketing.” Last Modified February 23, 2011. http://www.ams.usda.gov/AMSv1.0/FARMERSMARKETS.

United States Department of Agriculture: Agricultural Marketing Service. Accessed March 15, 2011. “Frequently Asked Questions about the USDA National Farmers Market Survey.” http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5085411.

United States Department of Agriculture: Agricultural Marketing Service. Accessed March 15, 2011. “USDA National Farmers Market Manager Survey 2006.” http://www.ams.usda.gov/AMSv1.0/getfile?dDocName=STELPRDC5077203&acct=wdmgeninfo.