Allan Barber: Markets good for town and country

Farmers' markets are the oldest and the newest channel for fresh produce to find its way into people's homes.

Although they have been around for thousands of years their nature and content have changed to reflect the influence of supermarkets and food distribution channels.

The old Greek, Roman, French and English market towns were the centre for trading and many are still going strong. In New Zealand, markets have been a mixture of clothing, arts and crafts, plants, fresh produce and knick-knacks.

Recently, there has been a trend, particularly in English-speaking countries that have embraced packaged, convenience and fast foods, to establish farmers' markets that specialise in farm-origin, local produce and value-added products, such as preserves, chutneys and bread.

It represents a reaction against the dominance of supermarkets and the ever-tightening restrictions on where, how and what types of fresh produce can be sold.

People are looking for produce that is fresh, authentic and underpinned by the presence of the grower behind the stall at the market.

The Australian Farmers' Market Association says such markets sell predominantly fresh food and operate regularly within a community at a focal location.

In Britain, where the first market was trialled in Bath in 1996, there are more than 350 markets. In Australia there are now almost 100 such markets, the first being set up in 1999, while in the United States there are 3500 markets capturing 2 per cent of all food expenditure.

New Zealand has 20 farmers' markets at the moment, but is expected to have three times that number within 12 months.

The question is whether the public will embrace this method of food distribution? Judging by the crowds that flock to the markets in Hawkes Bay, central Otago and Matakana, there is lots of enthusiasm among consumers.

The benefits to consumers are access to fresh, local, seasonal food that has travelled a minimum distance to the market, providing nutrition, healthy choice and education, while at the same time offering social interaction, discovery and fun.

The main consumer objective of the Farmers' Market Association is to enable shoppers to put a whole meal together, so that the market is a viable alternative to a food store. The markets also develop community pride, increase the financial viability of growers and provide a link between urban and rural populations.

* Allan Barber is a freelance writer and business consultant and former chief operating officer at Affco.