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/