Planning for Food Distribution - Farmers' Markets

Three of this week's readings examined farmer's markets and their role in local and regional food systems. Mark Winne's chapter on farmers' markets examines what factors go into creating successful markets that serve both the needs of small farmers, who are seeking a profitable outlet for their produce (and facing a variety of challenges in the current, globalized food system), and consumers, including those with little income. Winne notes the tendency of markets to be most successful when they are profitable for the farmers, or, in other words, when these markets have access to wealthier consumers, and that many markets placed in low-income neighborhoods to address food insecurity are unsuccessful without subsidies such as funds from the Farmers' Market Nutrition Program (FMNP) (Winne, 2008). Winne also points out that those farmers' markets that successfully serve the needs of low-income communities typically also require the efforts of socially motivated organizations and individuals in addition to subsidies (Winne, 2008). This reading also offers some statistics on farmers' markets in the mid-2000s, including that over a third of these markets nationwide are sponsored by local governments, and that around two-thirds were involved with the FMNP (Winne, 2008).

Gillespie et al. discuss the role of farmers' markets in local and regional food systems, referring to them as "keystones in building more localized food systems" (Gillespie, 2007). This article focuses on four functions of farmers' markets that create and support local food systems. The first of these functions that markets serve is raising awareness of local food by making it more visible to consumers through sales in public spaces. Farmers' markets are generally seasonal and occur on a regular basis, and this often draws media attention (on seasonal openings of farmers' markets, for instance), especially when events are also held at the markets. Also, due to the location of many markets in downtown public spaces, many people passing by are exposed to the availability and idea of purchasing local foods (Gillespie, 2007). The second function is that of encouraging the diversification of products offered by farmers. Rather than relying on only a few standardized, commodity items, selling directly to consumers can lead farmers to branch out to different crops, taking advantage of the demand for specialty products, such as certain types or varieties of vegetables or value-added products, and this can also attract new groups of consumers to farmers' markets, such as immigrants seeking culturally appropriate fruits and vegetables (Gillespie, 2007). This diversification can build resiliency within the food system and for farmers who may be able to extend growing periods and be less affected by price fluctuations or crop failures (Gillespie, 2007). The third function of farmers' markets is incubating small business, which is also discussed in the Morales reading. Farmers' markets have relatively low-risks and few barriers for individuals attempting to start up a business. Farmers' markets can also be a source of human capital and training, both informal and in some cases sponsored training and educational programs (Gillespie, 2007). Selling at farmers' markets may also allow producers to create valuable business relationships, such as with local chefs who appreciate their produce, or households who develop some degree of loyalty to their business. The fourth function discussed by Gillespie is that farmers' markets create environments combining social and economic interactions, creating "civic spaces", where ideas as well as money may change hands, and where many diverse groups of people may come together and interact where they otherwise might not (Gillespie, 2007). Gillespie et al. end the article by noting that most of the farmers' markets that perform all of these functions and build local food systems are not formed by accident. Like the markets discussed in the Winne chapter that successfully serve low-income communities, these farmers' markets require a large amount of organizing and effort by groups and individuals who are actively pursuing some goal of community development (Gillespie, 2007).

In the Morales article, the discussion revolves around business incubation in public markets in general, focusing on the question of how individuals get involved in selling at markets, and how public markets can facilitate the creation and expansion of businesses. The author provides archival data and literature exposing the importance of public markets to cities and city-dwellers, especially new immigrants and low-income residents, who can benefit from the low entry barriers of such markets as well as the affordable products they provide. Morales then looks at individual accounts of those starting businesses at Chicago's Maxwell Street Market. Morales found that both individual factors, such as the desire for greater autonomy in employment, and structural factors, such as discrimination or the inability to access formal labor markets, influenced those creating businesses at the market (Morales, 2009). In general, the article emphasizes the low barriers to entry provided by the public market to potential business owners, the way that this allows people to experiment with their business plans, and the importance of this for immigrants, women, and people of color who face a variety of challenges when it comes to obtaining employment and starting a business through other, more costly and risky avenues such as a conventional storefront (Morales, 2009).