AN ETHNOGRAPHICFIELD STUDY: SANTACLARA FARMER’SMARKET Anthro 133 Prof. Jobin Presented By: MohitKochar, Isha Mehta, Rebecc...
Overview   What exactly is a farmer’s market?   History of Farmer’s Markets   Farmer’s Markets throughout the world   ...
The Farmer’s Market(“Greenmarket”) Consists of:               Established to:    Individual vendors        Allow consume...
History of Farmers Markets         Difficult to place an exact date             First in California: 1979 (Gardena)     ...
Rapid Growthhttp://www.usda.gov/img/content Numbers_of_Farmers_Markets_1994-                               2010.jpg
History of Farmer’s MarketsContinued          From 2010 to 2011, Alaska has           biggest increase in markets- 46%   ...
Comparison                In the U.S.                    Choices                Around the world                  Conv...
Shopping for Food: U.S. vs.World
Farmer’s Market vs. GroceryStoreFM                            GS   Every Saturday                                 List- ...
More Expensive? Maybe, MaybeNot…
Santa Clara Farmer’s Market!Overview   Year round market   In Franklin Square    (1/4 mile from SCU)   20+ Vendors   F...
Santa Clara Farmer’s MarketFunctioning of FM   Booth fee-$35/week   Required proof of    necessary    paperwork (county ...
Prevalence of Farmer’s MarketsProducts sold at multiplemarkets   Vendors- SC Farmer’s    Market was one of    many   New...
Benefits of Farmer’s MarketsHow to shop   Analyzing tips and    tricks for shopping    and farmers markets   Organic cer...
Benefits of Farmer’s MarketsValues learned from Vendors   Build relationships with customers/    sellers: you might get f...
The Farmer’s MarketExperience      Where’s Wilma?
Why shop at Farmer’s Markets?               In comparison to Grocery               Stores…                  Products spen...
THERE SHE IS!!!
References   http://blog.lib.umn.edu/puot0002/3004/2010/03/thi    s-is-a-feminist-issue-because-american-industrial-    f...
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Anthro 133 farmer's market(1)

  1. 1. AN ETHNOGRAPHICFIELD STUDY: SANTACLARA FARMER’SMARKET Anthro 133 Prof. Jobin Presented By: MohitKochar, Isha Mehta, Rebecca Murillo
  2. 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. 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. 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. 5. Rapid Growthhttp://www.usda.gov/img/content Numbers_of_Farmers_Markets_1994- 2010.jpg
  6. 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. 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. 8. Shopping for Food: U.S. vs.World
  9. 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. 10. More Expensive? Maybe, MaybeNot…
  11. 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. 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. 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. 14. 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
  15. 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. 16. The Farmer’s MarketExperience Where’s Wilma?
  17. 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. 18. THERE SHE IS!!!
  19. 19. References http://blog.lib.umn.edu/puot0002/3004/2010/03/thi s-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/

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