anthro 133 farmer's market(1)
TRANSCRIPT
AN ETHNOGRAPHIC FIELD STUDY: SANTA CLARA FARMER’S MARKET
Anthro 133 Prof. Jobin
Presented By: Mohit Kochar, Isha Mehta, Rebecca Murillo
Overview
What exactly is a farmer’s market? History of Farmer’s Markets Farmer’s Markets throughout the world Farmer’s Markets vs. Grocery Stores Markets becoming an American trend Santa Clara farmers market
The Farmer’s Market (“Greenmarket”)
Individual vendors Variety of
locations, products
Allow consumers to have access to locally grown, farm produce
Consists of: Established to:
History of Farmers Markets
Difficult to place an exact date First in California: 1979 (Gardena)
Spurred from Surplus Original Mission
Farmers travel into the city and sell their home-grown produce to shoppers looking for an alternative to buying their food from grocery stores
Number of farmer’s markets in operation has risen August 2011: total of 7,175 markets in US
17% increase from 2010 (6,132 markets)
Rapid Growth
http://www.usda.gov/img/content Numbers_of_Farmers_Markets_1994-2010.jpg
History of Farmer’s Markets Continued
From 2010 to 2011, Alaska has biggest increase in markets- 46%
As of 2011, California has the most farmers markets in the nation- 729
A shift in purpose Then: bring fresh food to those who
might otherwise have a hard time finding them and help small farmers stay in business
Now: provide for those in search for the most fresh, organic food and more emphasis on the social setting
Comparison
In the U.S. Choices
Around the world Convenience Different products, set
up of market Developing countries:
way of life Developed countries:
more concern for support of farmers, eating healthy
Shopping for Food: U.S. vs. World
Farmer’s Market vs. Grocery Store
Every Saturday morning- enjoyable outing
Products more personally attended to- Q&A
List- in and out No idea where
products are from Bulk- Costco
FM GS
More Expensive? Maybe, Maybe Not…
Santa Clara Farmer’s Market!
Year round market In Franklin Square
(1/4 mile from SCU) 20+ Vendors Fresh fruit,
vegetables, prepared food, crafts, music, flowers, fun time!
Overview
Santa Clara Farmer’s Market
Booth fee-$35/week
Required proof of necessary paperwork (county certification)
Overseen by market manager- Ken
Functioning of FM
“You want me to get my red suit?” – Ken, the market manager
Prevalence of Farmer’s Markets
Vendors- SC Farmer’s Market was one of many
Newly hired sellers due to expanding markets
Average number of markets = 20
Is this becoming a trend or are we becoming aware of locally grown foods?
Products sold at multiple markets
Benefits of Farmer’s Markets
Analyzing tips and tricks for shopping and farmers markets
Organic certification $$$
http://www.urbanvillageonline.com/resources.php
How to shop
Benefits of Farmer’s Markets
Build relationships with customers/ sellers: you might get free food!
Going to multiple farmers markets every weekend- traveling far and wide
Organic certification not required Sharing family recipes/culture
Values learned from Vendors
The Farmer’s Market Experience
Where’s Wilma?
Why shop at Farmer’s Markets?
Products spend 2-3 months in storage before getting to stores
FM allow some days off Products reach people
faster Seasonality and selling
to markets Food becomes more
personal
In comparison to Grocery Stores…
THERE SHE IS!!!
References
http://blog.lib.umn.edu/puot0002/3004/2010/03/this-is-a-feminist-issue-because-american-industrial-food-system.html
http://www.urbanvillageonline.com/paintings.php
http://www.helium.com/items/1731631-farmers-market-history
http://www.ehow.com/about_5426221_history-farmers-markets.html
http://www.celsias.com/article/farmers-markets-vs-supermarkets/