MAKING A DIFFERENCE : One Market’s Approach: Farm-Fresh Food, Low Prices and Fellowship

A family of four shopping at inner-city stores spends nearly $300 more each year to buy food than a family of four shopping in suburban areas, according to price comparisons made in a recent UCLA study. Farmers’ markets sell food in 25 neighborhoods throughout Los Angeles at prices often as much as 20% to 30% cheaper than local supermarkets; several of these markets serve low-income areas and accept food stamps. Farmers’ markets offer consumers affordable prices and a variety of just-picked and often organically grown produce. They boost income for small family-owned farms. And, not least, they can provide a social occasion.

Adams and Vermont Market Location: parking lot of St. Agnes Catholic Church, 1432 W. Adams Blvd., west of Vermont Avenue. Hours: every Wednesday from 2 p.m. to 5 p.m. 1992 average weekly sales: $4,500 Total 1992 sales: $213,342

A MARKET PERSPECTIVE

I live in the neighborhood and helped to start the Adams and Vermont Market 13 years ago.

The lower-income the area, the fewer community resources and community gathering places there are, and the more likely folks are going to need good stores and services. There’s not much left in our area that brings people together. The farmers’ market brings service. And it’s a place where community integration happens--Hispanic, African-American, Korean people in the neighborhood; it wasn’t funded to do that but that’s what it has done.

I feel proud of what’s happened with the market. Unfortunately it’s only one light around a whole lot of decay. The uprising really left this area devastated, but the market still brings people together. Everybody can bring their language, their culture to a place that’s friendly.

The growers can listen to what the people want and plant things they might not have, simply because they learn there’s a market out there. It’s especially reflective at Adams and Vermont with black, Hispanic and Korean communities communicating with growers their different needs.

It’s a great experiment that worked. It’s survived a whole lot--ethnic changes, urban uprising. I think it’ll be around a long time.

Harry Brown-Hiegel, co-founder of Adams and Vermont Farmers’ Market, currently manager of Monrovia, Pomona, and Upland Farmers’ Markets

WHAT IT TAKES TO START A FARMERS’ MARKET:

RESEARCH, PLANNING AND DEVELOPMENT START-UP

200-300 hours to survey local customer needs, analyze possible market locations, acquire permits, conduct community meetings to gather support, initiate grower contacts, develop budget and annual business plan

A SPONSOR

non-profit organization like a local church or social service agency

governmental agency like a city or a school district

or one or more farmers organize to sponsor a market themselves

A SITE

at least 8,000 square feet, space for 20-25 farmers

minimum of 150 parking spaces

A BUDGET

minimum of $5,000 annually to cover:

--publicity for press releases, banners, permanent signs and posters

--insurance

--stipend for organizer who works 15-20 hours a week recruiting farmers, managing site on market day and promoting market to community

CERTIFICATION

Laws exempt farmers markets from some food-container, size and packing regulations that grocery stores must follow, but there is a a certification process that regulates farmers selling directly to consumers.

Each grower must be certified concerning acreage and type of products grown by county agricultural commissioner. Certificate must be displayed for consumers.

All products sold must be grown in California by certificate holder.

Products sold must meet state quality and appearance standards.

Farmers selling organic products must be registered as organic grower with county agricultural commissioner.

FARMERS’ MARKET FACTS

175 certified farmers’ markets operate in California.

More than 50 certified farmers’ markets operate in Los Angeles.

Consumers spend more than $10 million annually at Southern California farmers’ markets.

Farmers report food sold through markets earns them 20% to 40% more than selling through a broker.

TO GET INVOLVED

For information about farmers’ markets, call the Southland Farmers’ Market Association at (213) 749-9551.

Source: Southland Farmers’ Market Assn.