BERKELEY, Calif. — The number of farmers’ markets has grown exponentially in the United States, with 8,727 markets listed on the USDA’s National Farmers Market Directory. The Downtown Berkeley Farmers’ Market prides itself on its natural, organic, locally grown food. These small farmers do not condone to the harmful practices big businesses use to mass-produce products.
Nicole Sayre, a book illustrator who sells Massa Organics’ almond products every Saturday, said her company creates a natural environment in its farms, complete with sheep to graze under the different trees to limit the number of weeds rather than using chemicals for that purpose.
Buying these earth-friendly food products can have a positive impact on the environment, but some vendors with good intentions aren’t getting the business they once had.
Katy Pomelov, who sells microgreens with Lifefood Gardens, has gone from selling at 11 markets to two, one in Berkeley and the other in Oakland, California.
Pomelov explains that the profitability of her products has dropped by about half — and she’s heard the same from other vendors in other counties.
The Lifefood Garden booths used to have two people behind them, but now there is only one because there are fewer customers.
“People shop for the experience at farmers’ markets,” Pomelov said. “It’s more of a novelty thing now.”
At any market, people generally come for fresh, high quality food paired with a lively atmosphere. Whether it’s music or happy conversation and laughter, the experience of being at a farmers’ market is what draws people in.
Lisa Jobson said, “I don’t usually buy a ton here. I come for the novelty and the freshness.”
Farmers’ markets are organized as a community, where the vendors can build relationships with their regular customers.
Though friendly atmosphere brings people in, convenience is still highly valued by most.
As markets increase across America, shoppers tend to opt for the closest one rather than their usual one, so individual vendors end up losing the business they once had, Pomelov said.
But in 2016 study, the Pew Research Center found that four in 10 Americans say that some (34%) or most (6%) of the food they eat is organic. And young adults, 18 to 49, say they are more likely to consider organic purchases for health reasons.