Gesser, Margo Ellen, "Farmers' Markets in Urban Areas: A Means of Exploring their Contributions and Characteristics"

In recent decades, the urban farmer's market (FM) has enjoyed an increasing amount of attention from urban planners, developers, and the general public. The focus of social and economic activity throughout urban history, the FM continues to make an important contribution to city life. The process of food shopping is so basic to our everyday lives that the study of the FM demands our consideration.

Furthermore, the FM is increasingly being viewed as an effective tool for both economic revitalization of downtown areas and as a means of injecting a sense of community back into urban neighborhoods.

In order to operate successfully, the urban FM must fulfill certain criteria. These include, but are not exclusive to, a solid and loyal customer base, a reliable source of vendors, and a coherent management policy. The variety and proportion of foodstuffs sold and even the physical infrastructure of the market building itself also contribute to the success of a FM.

The examination of four separate case studies reveals that all viable FM's possess these qualities, but with numerous variations. But it is these variations that give the FM its unique and precious qualities, the most notable of these being an informal atmosphere and opportunities for social interaction.

Comparisons between the FM and the supermarket reveal two very different types of shopping experiences. While neither the FM nor the supermarket is superior, each can learn from the other. A supermarket contains a vast array of predictable food and non-food items, and is easily accessible within a residential area. The FM, on the other hand, provides superior fresh produce, more individualism in prepared and take-out foods, sensory experience, and ambiance.

The examination of the FM always returns to the basic issues of the foodshopping ritual. The statement that a successful FM is a place where it is desirable to shop may seem obvious, but it is the conclusion that may be drawn here. The urban FM continues to be a vital part of the urban experience, and there is every reason to encourage its development and nurturing.

Atlantic Planners Institute

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This document was last modified on November 14, 2000.