Only Reconnect - Agri-culture: Reconnecting People, Land and Nature - page 122

substantial. One farmers' market in Wisconsin contributes US$5 million
to the local economy each year; another in New Mexico brings an added
US$700,000 to the local farmers' incomes. These farmers' markets also
play a particularly important role in increasing the access for poorer
families to good-quality food. Inner-city consumers typically pay one third
more for their food than suburban ones, and these markets allow them
ready access to wholesome and cheap food. The effect on diets can be
important, too. A mid 1990s survey of New Jersey customers found that
they increased their consumption of fruit and vegetables over a five-year
period.
In the UK, farmers' markets have become very popular in the past four
to five years. By early 2001, there were 200 established markets trading
on some 3000 market days per year. In all, it is estimated that the 5 million
customers at these markets each spent UK£10-£15 in 2000, thereby
putting UK£50-£78 million directly into the pockets of farmers.
Importantly, too, these markets are a direct connection between producers
and consumers. Norman McGeoch, farmer and coordinator of farmers'
markets in the eastern region, says: 'I know exactly if something is not right with
my food - my customers tell me.' 44 This may seem obvious for a business, and
yet it is radical for many farmers. These farmers' markets, though, are
unlikely to cause a major change in the way that most farmers market their
produce. They are no answer for bulk commodities, nor will they sub-
stitute for contract sales to manufacturers and retailers. However, they do
point to a vitally important principle. Where there are direct links between
producers and consumers, then farmers are better able to respond to the
concerns of consumers; consumers, in turn, better understand the
challenges and vagaries of food production.
Regionalized and Slow Food Systems
During recent years, some national policies have sought to link agriculture
with more environmentally sensitive management. But these policies are
still highly fragmented. A policy framework that integrates support for
farming together with rural development and the environment could create
new jobs, protect and improve natural resources, and support rural
communities. Such reforms should also be supplemented with clear policy
direction on regionalized food systems. 45 In North America, such inte-
gration has found meaning in localized food systems. This has received
prominence owing to the effectiveness of the Community Food Security
Coalition, a diverse network of anti-hunger, sustainable agriculture,