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Anthro 133 farmer's market(1)


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  • 1. AN ETHNOGRAPHICFIELD STUDY: SANTACLARA FARMER’SMARKET Anthro 133 Prof. Jobin Presented By: MohitKochar, Isha Mehta, Rebecca Murillo
  • 2. 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
  • 3. The Farmer’s Market(“Greenmarket”) Consists of: Established to:  Individual vendors  Allow consumers to  Varietyof have access to locations, products locally grown, farm produce
  • 4. 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)
  • 5. Rapid Growth Numbers_of_Farmers_Markets_1994- 2010.jpg
  • 6. History of Farmer’s MarketsContinued  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
  • 7. 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
  • 8. Shopping for Food: U.S. vs.World
  • 9. Farmer’s Market vs. GroceryStoreFM GS Every Saturday  List- in and out morning- enjoyable outing  No idea where Products more products are from personally attended to-  Bulk- Costco Q&A
  • 10. More Expensive? Maybe, MaybeNot…
  • 11. Santa Clara Farmer’s Market!Overview Year round market In Franklin Square (1/4 mile from SCU) 20+ Vendors Fresh fruit, vegetables, prep ared food, crafts, music, flo wers, fun time!
  • 12. Santa Clara Farmer’s MarketFunctioning of FM Booth fee-$35/week Required proof of necessary paperwork (county certification) Overseen by market manager- Ken “You want me to get my red suit?” – Ken, the market manager
  • 13. Prevalence of Farmer’s MarketsProducts sold at multiplemarkets 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?
  • 14. Benefits of Farmer’s MarketsHow to shop Analyzing tips and tricks for shopping and farmers markets Organic certification  $$$ http://www.urbanvillag s.php
  • 15. Benefits of Farmer’s MarketsValues learned from Vendors 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
  • 16. The Farmer’s MarketExperience Where’s Wilma?
  • 17. Why shop at Farmer’s Markets? In comparison to Grocery Stores…  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
  • 18. THERE SHE IS!!!
  • 19. References s-is-a-feminist-issue-because-american-industrial- food-system.html market-history farmers-markets.html supermarkets/