3. CUSTOMER DEMAND FOR AN ALTERNATIVE TO THE
Farmers’ markets consist of a wide range of activities and are attractive for a variety of benefits and conveniences not found at the conventional grocery. The customer demand for an alternative is crucial to the existence of the farmers’ market. The existing demand consists of customers searching for food variety, freshness and quality, producer connections, and a social atmosphere that they cannot find at conventional grocery stores, yet is satisfied by the farmers’ market. From 1994 to 2002, the number of farmers markets in the United States increased by 79 percent, (Schiavone, 2004). Customers are making a connection between the food they eat and their resulting health. They pay higher prices for what they consider to be food of superior quality. The farmers’ market is perceived to be an ecologically friendly institution. Customers also put faith in individual farmers’ commitment to ecologically friendly growing practices. Each farmers’ market has its own unique social atmosphere, and satisfies a diversity of demands.
Helen Norberg-Hodge says that people are beginning to realize that the reliance on locally grown organic foods has many benefits, which include the health benefits of fresher foods, the pleasure of the farmers’ market, and the closer connection to the farmers and the land. (Norberg-Hodge, p. 1, 2002). The United States Department of Agriculture has stated that, “consumers are increasingly interested in knowing how their produce is grown.” Some federal support is in the works for the more than 3700 farmers’ markets that operate in the United States. (U.S.D.A. Agricultural Marketing Service, 2006).
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A customer interviewed from Traders Point shops at the farmers’ market to support local farmers. Through talking to them he feels satisfied through buying foods of which he knows the origin.
Another believes that production standards are higher for products found at Natural Bounty Farmers’ Market. He shops there because he trusts the farmers he buys from.
A man who describes the Minnetrista Farmers’ Market as “lots more fun,” shops there primarily for the free range pork and beef which he says “tastes so different.”
Another shops at the Broad Ripple Farmers’ Market because of the “great cheese” available from local producers.
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Customers are even willing to pay higher costs for these foods. “Although organic foods can cost two to three times more than their conventionally raised alternatives, Corinne Alexander, a Purdue University assistant professor of agricultural economics, said people, herself included, are willing to pay. ‘I like the idea that right now the organic farmers are being rewarded with premium prices for their hard work. It's really backbreaking work,’ she said” (Koch, 2005). Thirteen percent of the customers I interviewed agree that prices are higher, yet still continue shopping. "A survey of 3,500 people in Ohio found that 59 percent would be willing to pay 10 percent more for locally grown food. Thirty-nine percent were willing to pay a similar premium for organic food" (Fromartz, 2006). Shoppers at the farmers’ market are quite content with the cost and value of this type of shopping.
The increase in demand for local food extends from the farmers’ market into other institutions. There is a desire for nutritious foods in institutional settings as well. Ball State University in Muncie, Indiana may soon join hundreds of other schools in the nation in stocking its dining halls with fresh produce from local farmers. “The partnership would enable Ball State to bolster the local farm economy and to offer a line of naturally grown, fresh food to students and staff, said Ring, who grows and sells his own organic produce at his Natural Bounty Greenhouse and Farm along Eaton-Albany Pike.” (Koch, 2005).
Certain customers are drawn to the farmers’ market because of ecological concerns. Opportunities to reduce dependence on fossil fuels as well as support ecologically friendly land stewardship are reasons for supporting this institution. Only sixty-two percent of the customers interviewed drive, while others bicycle and walk as their transportation to the farmers’ market. Nearly a third combines the visit to the farmers’ market with other tasks.
☼
One bicycle riding customer at Minnetrista Farmers’ Market, who lives seven blocks away, says that the farmers’ market is easy to get to as a biker. He enjoys supporting the local economy through buying produce “rather than [buying products of] mass production and reselling.”
☼
The expected activity of food sales is only one of the farmers’ market attractions. Customers expect social activity and entertainment. Some of the activities I have witnessed in during my study have included live music, dinners, games for children, and cooking shows. The range of activities is only limited to the imagination and inhibitions of the farmers, customers and farmers market administrators. It is a community outlet of expression with an active audience.
☼
One customer at the Original Farmers’ Market in Indianapolis shops at the farmers’ market because of the ambiance that “tingles with excitement.” He also says it is a good way to network with people. He remembers what this market was like fifty eight years ago. He notes that the diversity of the stands has increased and that the produce selling has moved from inside to outside.
Another customer at this market shops there because of the sense of community, fresh vegetables, and the opportunity to be outside.
☼
The social aspect of farmers’ market shopping is an opportunity for families and friends to interact in a fun yet serious part of today’s life. Nearly half of customers interviewed come primarily for the social aspect. Those interested in local food can meet others interested in food. Those interested in learning about food can learn from those who know about food. The farmers’ market’s informal nature opens possibilities of many serendipitous interactions. Each farmers’ market experience can be different.
☼
I interviewed a man standing by himself at the Minnetrista Farmers’ Market who says his wife knows everybody. He also shops there because of the fresh food and the ambiance that the farmers’ market provides.
☼
The farmers’ market satisfies culinary, ecological, and social demands of its current customers, and continues to entice new customers. Food is sought out here for its freshness and quality (organic/naturally grown and better taste). Customers can be assured of food that has been grown and transported with minimal fossil fuel and pesticide usage. The shopping experience provides a festive atmosphere of social interaction. These demands are crucial to the survival and growth of the farmers’ market in its current form. It is the customer demand that makes the farmers’ market a viable place for farmers to sell. And, it is the satisfaction of this demand that gives the customer many reasons for his or her continued patronage.
Helen Norberg-Hodge says that people are beginning to realize that the reliance on locally grown organic foods has many benefits, which include the health benefits of fresher foods, the pleasure of the farmers’ market, and the closer connection to the farmers and the land. (Norberg-Hodge, p. 1, 2002). The United States Department of Agriculture has stated that, “consumers are increasingly interested in knowing how their produce is grown.” Some federal support is in the works for the more than 3700 farmers’ markets that operate in the United States. (U.S.D.A. Agricultural Marketing Service, 2006).
☼
A customer interviewed from Traders Point shops at the farmers’ market to support local farmers. Through talking to them he feels satisfied through buying foods of which he knows the origin.
Another believes that production standards are higher for products found at Natural Bounty Farmers’ Market. He shops there because he trusts the farmers he buys from.
A man who describes the Minnetrista Farmers’ Market as “lots more fun,” shops there primarily for the free range pork and beef which he says “tastes so different.”
Another shops at the Broad Ripple Farmers’ Market because of the “great cheese” available from local producers.
☼
Customers are even willing to pay higher costs for these foods. “Although organic foods can cost two to three times more than their conventionally raised alternatives, Corinne Alexander, a Purdue University assistant professor of agricultural economics, said people, herself included, are willing to pay. ‘I like the idea that right now the organic farmers are being rewarded with premium prices for their hard work. It's really backbreaking work,’ she said” (Koch, 2005). Thirteen percent of the customers I interviewed agree that prices are higher, yet still continue shopping. "A survey of 3,500 people in Ohio found that 59 percent would be willing to pay 10 percent more for locally grown food. Thirty-nine percent were willing to pay a similar premium for organic food" (Fromartz, 2006). Shoppers at the farmers’ market are quite content with the cost and value of this type of shopping.
The increase in demand for local food extends from the farmers’ market into other institutions. There is a desire for nutritious foods in institutional settings as well. Ball State University in Muncie, Indiana may soon join hundreds of other schools in the nation in stocking its dining halls with fresh produce from local farmers. “The partnership would enable Ball State to bolster the local farm economy and to offer a line of naturally grown, fresh food to students and staff, said Ring, who grows and sells his own organic produce at his Natural Bounty Greenhouse and Farm along Eaton-Albany Pike.” (Koch, 2005).
Certain customers are drawn to the farmers’ market because of ecological concerns. Opportunities to reduce dependence on fossil fuels as well as support ecologically friendly land stewardship are reasons for supporting this institution. Only sixty-two percent of the customers interviewed drive, while others bicycle and walk as their transportation to the farmers’ market. Nearly a third combines the visit to the farmers’ market with other tasks.
☼
One bicycle riding customer at Minnetrista Farmers’ Market, who lives seven blocks away, says that the farmers’ market is easy to get to as a biker. He enjoys supporting the local economy through buying produce “rather than [buying products of] mass production and reselling.”
☼
The expected activity of food sales is only one of the farmers’ market attractions. Customers expect social activity and entertainment. Some of the activities I have witnessed in during my study have included live music, dinners, games for children, and cooking shows. The range of activities is only limited to the imagination and inhibitions of the farmers, customers and farmers market administrators. It is a community outlet of expression with an active audience.
☼
One customer at the Original Farmers’ Market in Indianapolis shops at the farmers’ market because of the ambiance that “tingles with excitement.” He also says it is a good way to network with people. He remembers what this market was like fifty eight years ago. He notes that the diversity of the stands has increased and that the produce selling has moved from inside to outside.
Another customer at this market shops there because of the sense of community, fresh vegetables, and the opportunity to be outside.
☼
The social aspect of farmers’ market shopping is an opportunity for families and friends to interact in a fun yet serious part of today’s life. Nearly half of customers interviewed come primarily for the social aspect. Those interested in local food can meet others interested in food. Those interested in learning about food can learn from those who know about food. The farmers’ market’s informal nature opens possibilities of many serendipitous interactions. Each farmers’ market experience can be different.
☼
I interviewed a man standing by himself at the Minnetrista Farmers’ Market who says his wife knows everybody. He also shops there because of the fresh food and the ambiance that the farmers’ market provides.
☼
The farmers’ market satisfies culinary, ecological, and social demands of its current customers, and continues to entice new customers. Food is sought out here for its freshness and quality (organic/naturally grown and better taste). Customers can be assured of food that has been grown and transported with minimal fossil fuel and pesticide usage. The shopping experience provides a festive atmosphere of social interaction. These demands are crucial to the survival and growth of the farmers’ market in its current form. It is the customer demand that makes the farmers’ market a viable place for farmers to sell. And, it is the satisfaction of this demand that gives the customer many reasons for his or her continued patronage.
posted by Anthony Noble at 7:32 PM
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