Farmers markets pay off for the little guys
When you hear “small business,” the first image is not likely a small farm. But, in fact, small farms are small businesses.
Aug. 6-12 has been declared “National Farmers Market Week” by the U.S. Department of Agriculture, a good reminder that if you want to help small American farmers survive, one of the best things you can do is shop at farmers markets.
Take it from Nick Prevedelli of Prevedelli Farms.
“Farmers markets totally saved our farm,” he said of the small, family-run apple, pear and berry operation in Watsonville, Calif.
The farm started 72 years ago and for much of its existence sold to wholesale outfits. But wholesale prices make it hard for farmers to survive because they get only about 15.6 cents of every dollar Americans spend on food. But at farmers markets, farmers receive 90 cents or more of every dollar.
“We started in farmers markets about 25-30 years ago,” Prevedelli said. “It just grew. We got to the point we didn’t need to do wholesale.”
“It’s a win-win for small farms and for customers,” he said. “We get to connect and sell directly to customers, and they get high quality fresh produce and to know their farmers.”
Shopping at your local farmers market is something you can feel good about and enjoy. On Saturday mornings, I walk to my local farmers market. Once there, Scottie and Jeremy, volunteers for the local humane society, watch my dog Zuzu, while I shop for delicious seasonal fruits and vegetables, fresh bread and perhaps pasture-raised meat. I also visit with my neighbors, talk to some farmers I’ve gotten to know and catch up on local gossip. It turns shopping into a social experience.
Farmers markets are also something you can share with your kids. They love tasting samples, meeting the farmers, and they’re more likely to eat healthy fruits and vegetables when they’ve helped pick them out. My
5-year-old niece always asks for “farmer Nick’s apples.”
The produce I buy not only tastes better but stays fresher much longer. That’s because it likely was harvested within the last day or two, since more than
85% of vendors at farmers market come from within 50 miles of the market, according to the Na- tional Farmers Market Coalition (FMC).
Produce you buy at the supermarket travels on average 1,200 miles before it gets to you and is one- to two-weeks old. What’s happened to its flavor and nutrition with all that time and handling?
You’re likely to get varieties you can’t find at a supermarket, because local farmers don’t have to only grow varieties that can travel on huge trucks for long distances or be mechanically harvested. They can concentrate on flavor.
“The decision to buy directly from local farmers not only puts the freshest, most flavorful food on your dinner table, it has a very real impact on that farmer’s livelihood,” said Jen Cheek, executive director of the National Farmers Market Coalition.
Farmer’s markets are for everyone. You’ve almost certainly got a farmers market near you that operates at least part of the year. The most farmers markets are in Ohio, Michigan, Wisconsin, California, Kentucky, New York, Iowa, Illinois, Pennsylvania and Massachusetts.
Here are resources to help you enjoy farmers markets near you this week and every week:
#farmersmarketweek: The hashtag to follow on social media to see what events might be near you this week.
“Seasonal Food Guide from Grace Communications:” A new app for iPhone and Android that helps you find out what produce is in season in your own locale and provides seasonal recipes.
Farmers Market Coalition: A national organization to help strengthen farmers markets for farmers, consumers and communities.
Rhonda Abrams is the author of 19 books including “Entrepreneurship: A Real-World Approach,” just released in its second edition. Register for Rhonda’s free business tips newsletter at www.PlanningShop.com.