People can talk all they want about the important restaurants and the famous chefs that have gotten so much attention over the last 30 years, but for me the biggest change in that time has been the introduction of farmers markets.
They have had a revolutionary effect on the way food is grown and marketed in the United States. Still, at a most generous estimate, less than 2% of fruits and vegetables are actually sold at them. So how can they move beyond that?
Farmers markets have increased choice and improved the quality of fruits and vegetables for shoppers, and, perhaps most radically, they have provided farmers with a way to actually earn more money by selling food with flavor, as opposed to mainstream farmers who grow primarily for volume.
But what's even more remarkable is that farmers markets have achieved all of that despite what has to be one of the most inefficient business plans ever devised. If you wanted to design a market from scratch, this almost certainly wouldn't be the way you'd do it. Let's see … it'll be open for only four hours a week. If a customer can't make it, they miss it. Let's just stick the markets wherever we can. And if shoppers can't find a parking spot, they miss it. For farmers, there's the not inconsiderable matter of having to drive hundreds of miles every day to spend hours standing outside, weighing lettuce and making change.
To read the rest of the story, please go to: Los Angeles Times.
