When you decide to start the journey of eating nutritionally, locally-grown should be your quest. As I have stated before, the only way to insure you’re eating nutritionally dense food is to find food harvested within 3 days. Since most people don't have the time or resources to do what I do everyday, your Farmers' Market is the best source for good stuff.
The number of Farmers’ Markets has soared in the last 10 years. Recent data states that there are over 4,500 Farmers' Markets around the country. This research also shows that over 30 million people visit Farmers' Markets now. Kinda mind blowing numbers if you think about it.
In Florida, we have over 100 Farmers' Markets. I haven't found any numbers for attendance, but I would estimate that it would be in the 500,000 range. Respectable numbers.
But let's not get bogged down in the numbers. The key is finding the food you desire. In the Tampa Bay area there are some great markets, but also some who miss the mark. This usually happens when organizations see the 'end product' which is people gathering in an area. These groups are more interested in promoting businesses in an area than promoting good, healthy food and strengthening the connection of our urban and rural economies and sustainable living. Keep an eye out for this because it can be a waste of time. What they fail to realize is the people gather to find good food. The additional sales area businesses see is a by-product of a sustainable Farmers' Market.
In Florida, the majority of produce vendors are middlemen. As Chairman of the Florida Association of Community Farmers' Markets (FACFM), I know this and respect their entrepreneurial spirit. Florida farmers, as whole, haven't embraced the concept of direct marketing. But the one's that understand they can maximize their profits by dealing straight with the consumer should be cherished and supported. That's the only way to show the others the benefits. In time, more will be joining in. If the market you attend doesn't have actual farmers, then ask the middleman where he buys his produce. Many buy at the Tampa Wholesale Market for resell. Some venture to the Plant City Wholesale Market. This isn't necessarily a bad thing, since many of the farmers who do not vend at Farmers' Markets sell at the wholesale markets. Ask them to identify what was grown locally. You don't get the 'one-on-one' with the farmers, which is important, but you get the next best thing.
Here's what I recommend you do. Find the closet Farmers' Market to you. Then walk the market. Look for the signs stating that they are farmers. Trust me; they know to identify themselves because they know you’re looking for them. Take the time to talk to the farmer about his farming operation. Ask questions such as "How long have you been farming?", "How many generations has your family farmed?" or "What are your farming practices?" You will find they love talking about it. Even the new 'crop' of farmers will have a story to tell. Remember, farming is as much a lifestyle as it is a business.
If your Famers' Market doesn't have farmers, visit with the market manager. Sometimes it's best to get their phone number and talk to them during non-market hours due to all the things they do during hours of operation. Find out why there are no farmers in the market. I don't buy the excuse that "there are no farmers in the area." I know of farmers travelling 50 miles to attend markets. Market Managers need to be diligent in continuing to search for farmers. And let me add, Market Managers need to stay out of the politics of protecting vendors, which I've seen happen. It has been proven numerous times that attendance of Farmers' Markets increases every time a new farmer starts selling at a market.
Here's a link to the Farmers' Markets that have registered with the Florida Department of Agriculture:
http://www.florida-agriculture.com/consumers/farmers_markets.htm
John The Forager
This article appears in Mar 4-10, 2009.