Access to farmers’ markets is a corporate benefit or
perk for some employees. Medium-sized markets set
up for a couple of hours weekly in parking lots of large
corporations and office buildings, bringing the experience
to busy workers.
Another appeal of farmers’ markets is also, potentially,
one of the greatest risks as they become more popular –
access (or lack of access) to farmers.
Consumers have questions about where their food
comes from, how it is grown, safety, quality, and how to
prepare it. With few exceptions, workers at grocery stores
don’t have the answers. Consumers believe farmers do.
In his top 10 food predictions for 2012, “Supermarket
guru” Phil Lempert said consumer interest in knowing
where their food comes from and how it is produced would
shift the emphasis from celebrity chefs to a different kind
of food celebrity – the farmer.
Between two-thirds and three-fourths of markets
require vendors to sell only what they grow, but farmers
increasingly are hiring other workers to operate their
stands. In his 2013 predictions, Lempert acknowledged
the increasing popularity of farmers’ markets but noted
that shoppers are growing frustrated as they discover that
the people behind the tables may not always be farmers,
or able to answer their questions.
It’s clear that farmers’ markets are a win for farmer with
goods to sell. They’re also an experiential engagement
opportunity that more farmers may want to consider
taking advantage of, regardless of whether they have
goods to sell.
Hawaiian Farm Tour
Oahu ✴ Kauai ✴ Maui ✴ Hawaii
13 Days - 4 Islands
from
$2008*
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experience.
Highlights: Honolulu, world-famous Waikiki Beach, Punchbowl
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Steel Grass Farm, lao Valley, Maui Gold Pineapple Plantation,
Volcanoes National Park, Giant Ferns, Black Sand Beaches, Kona
Coffee Plantation, Abalone Farm and much more.
Includes: a flower lei aloha greeting, quality hotels, taxes, inter-island
flights, baggage handling, tour director, special events & escorted
sightseeing.
*Price per person, based on double occupancy. Airfare is extra.
For details and itinerary call 7 days a week:
1-800-736-7300
PRESENTING A PRIVATE OFFER FOR FARM BUREAU MEMBERS
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More broadly, farmers’ markets represent a win-winwin for farmers, consumers and communities. Staying
on that winning path will require farmers to remain
knowledgeable about what consumers want, including
representing agriculture, farming and food…in person.
Robert Giblin is an occasional contributor to the Focus
on Agriculture series. He writes, speaks and consults
about agricultural and food industry issues, policies and
trends.
Guy’s Buick-GMC, Inc.
Ranson/Charles Town
(800)401-5459 • (304)725-3448
www.guysgmc.com
[email protected]
West Virginia Farm Bureau News 17