1. AN ETHNOGRAPHIC
FIELD STUDY: SANTA
CLARA FARMER’S
MARKET
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
http://www.usda.gov/img/content Numbers_of_Farmers_Markets_1994-
2010.jpg

6. History of Farmer’s Markets
Continued
 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. Grocery
Store
FM 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, Maybe
Not…

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 Market
Functioning 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 Markets
Products sold at multiple
markets
 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 Markets
How to shop
 Analyzing tips and
tricks for shopping
and farmers markets
 Organic certification
 $$$
 http://www.urbanvillag
eonline.com/resource
s.php

15. Benefits of Farmer’s Markets
Values 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 Market
Experience
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
 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/