Some supermarkets are selling fruits and vegetables in front of their doors and describing the events as a "farmers' market." That's upsetting those who believe the term should be reserved for farmers selling directly to the public.
An article in The Wall Street Journal noted that in June several Safeway stores in Seattle posted signs with the term "farmers' market" above produce displays in front of their doors. When local farmers' market groups complained, the signs were changed to "outdoor market." The items included mangos, which aren't suited to Washington's climate. A Safeway spokeswoman told the Journal that the chain has no plans to call its outdoor events "farmers' market" in the future.
Over Labor Day weekend, about 200 Albertsons stores in Washington, Oregon and Idaho put up "farmers' market" signs in front of outdoor produce stands. Despite hearing similar complaints, Albertsons kept the wording because all the produce advertised came from local farmers. A spokesman for Albertsons' parent, Supervalu, said Albertsons stores may repeat the events if they prove effective. The Journal also noted that "farmers' supermarkets" have "popped up from time to time in other regions as well."
While applauding local produce sales in supermarkets, farmers' market advocates worry about the overuse of the name and that mimicking the concept may dilute events where farmers sell their wares directly to the public. Farmers' markets are said to be much more profitable for farmers than selling directly to stores.
"These very large corporations are recognizing the power of these words -- the power of local and the power of farmer -- and are trying to co-opt them," said Michael Pollan, who has written several books about sustainable eating.
The problem is the vague definition. The trade group, Farmers' Market Coalition, defines a farmers' market as any event consisting "principally" of farmers selling directly to the public. But some successful ones also include craft sellers, snack stands and buskers that appeal to a wider mix of customers. Advocates are also seeking to stop flea markets and events dominated by produce resellers from using the name.
There are more than 6,132 farmers' markets nationwide, up 16 percent from 2009, according to a U.S. Department of Agriculture survey.
Discussion Questions: Do you think it's okay for grocers to use the words "farmers' markets"? In what ways should supermarkets be looking to capitalize on the popularity of farmers' markets?