The Secretary of the Department of Agriculture released the growth figures for 2009 of the number of Farmers' Markets in America. During a year when unemployment rose to an unprecedented high and companies — in fact whole industries — are failing in this country, more than 700 farmers' markets started for the first time. That represents a 13% increase over 2008 — a truly astonishing figure. There are now 5274 Farmers' Markets in America. Last year there were 4685.
Why is this happening? What are the trends that point to such growth? What message does such growth deliver to Americans — consumers, growers, communities around the country? And what does the future hold? It is clear that supporting sustainable food sources is having an impact on the economy and the health of this nation.
Here are some trends we see at exemplary farmers' markets around the country:
Fresh food from a local source has become fashionable. The Farmers' Market in Hollywood attracts movie stars and their families because these people know they can buy the freshest best tasting food from the growers who sell there. Being fashionable has the potential of changing behaviors but it also has the potential downside of becoming unfashionable — of losing its attraction. So there's a trend to make farmers' markets more than just fashionable. Those that are really successful have become destinations for families looking for something to do on a Saturday morning. They have chef demonstrations, musical entertainment, playgrounds and even yoga sessions. These "extras" make market day special. And this trend will continue. Families need to eat and to have something to look forward to. Farmers' Markets satisfy both.
Communities are looking for ways to revitalize their shopping districts — to bring in more customers who are ready to buy. Buying from a local source has real value because there is a personal connection. The store owner may even know your name. Local sourcing allows us to return to simpler more personal interactions while helping the local economy. Farmers' Markets attract customers who like to shop local. And after they visit and buy at the market, they spend the day shopping. Such an economic stimulus is vital to community-owned and operated enterprises. It can revitalize the town. Store owners increase their revenues during the days the farmers' markets are open. That is a fact. This trend will continue.
Returning to the land has been a trend that is beginning to take hold. Our increasingly electronic world has taken something away from our connection to the earth and nature. So we are taking it back, in huge numbers on a weekly basis. In addition to greater numbers of people growing their own gardens, more people are shopping at farmers' markets every week. Dane County Farmers' Market attracts 25,000 people to the Capital Square in downtown Madison Wisconsin every Saturday. 10,000 people visit the Davis (CA) Farmers' Market every market day throughout the year. California has over 600 farmers' markets throughout the state. The San Francisco Bay area has over 100 Farmers' Markets all by itself. And Los Angeles has recently embarked on a contest to make it the biggest Farmers' Market community in the country. More markets are opening every week. This trend will continue.
And finally, the emphasis on health and nutrition brought about through our new President and First Lady promoting home gardens and farmers' markets is a part of the solution to the healthcare crises this country faces. Many Americans are asking themselves "How can I eat more healthfully?"
As the local economy sags - and we seek to find work near home; as we have less money in our pocket and need to buy food, as we learn of the harm that processed food brings us and the planet - local food will grow as an idea and as a practice.
