AN ETHNOGRAPHICFIELD STUDY: SANTACLARA FARMER’SMARKET Anthro 133 Prof. Jobin Presented By: MohitKochar, 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”) Consists of: Established to: Individual vendors Allow consumers to Varietyof have access to locations, products locally grown, farm produce
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)
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
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
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!
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
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?
Benefits of Farmer’s MarketsHow to shop Analyzing tips and tricks for shopping and farmers markets Organic certification $$$ http://www.urbanvillag eonline.com/resource s.php
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
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