Agriculture Reference
In-Depth Information
The threat to farmers' markets
Farmers' markets have had a wonderful few years of growth around the
world. However, we should also consider what are the threats to farmers'
markets in the future. These were summarized well by Max Coster and
Nicole Kennon in '
New Generation' Farmer's Markets in Rural Communities
.
2
Coster and Kennon found the main threats are the following.
1.
Maintaining grower commitment to the market.
2.
Overcoming the lack of product diversity.
3.
Achieving a year-around product range that fits in with the value of the
market.
4.
Securing the correct market infrastructure to ensure long-term viability.
5.
Ensuring the funding is maintained.
6.
Dealing with restrictions, especially in our view, food hygiene regulations.
7.
Developing effective marketing strategies.
Supermarkets are aware of the impact farmers' market have had on their
businesses; they have experienced a reduced market share. As a result we are
aware of at least two supermarkets that have set up their own 'farmers' mar-
kets' to counteract this competition. In the early days of markets the 'big' end
of town did not take farmers' markets seriously. Now they do and that could
be the biggest threat to farmers' markets. Management teams in farmers'
markets will have to be prepared for negotiating with large corporate com-
panies in the future.
Farm market management committees cannot simply rely on the 'nos-
talgia' elements of farmers' markets; large supermarkets are learning to
create the same experience for consumers, they have funds to spend on it
and are learning quickly.
Farmers' markets are still one of the key ingredients of culinary tourism.
A well-operated farmers' market can be a major tourist attraction and help
promote other culinary events in the area as well as local shopping experi-
ences. They can be the linchpin to develop food tourism in a region.
Night Markets
Many Asian cities have night markets, which have become major culinary
tourist destinations for locals and international visitors; these can be farmers'
markets or sell a range of products, but are held in the cooler part of the
day. Some of them can still be open at midnight. The idea is not unique to
Asian cultures, the night market in the Dordogne in France is a major tourist
attraction.
One of our favourite night markets is in Manila, the Philippines. Each
region of the country has its own stand selling local food from that region.
The region is clearly identified on the stand and the tourist can literally take
a culinary journey around the market.
