Writer: Adam Russell, 903-834-6191, adam.russell@ag.tamu.edu
Contact: Marco Palma, 979-845-5284, mapalma@tamu.edu
Joe Masabni, 903-834-6191, joe.masabni@ag.tamu.edu
TYLER – A morning breeze ruffled the flaps of a circus-type tent bustling with customers buying locally produced goods from honey to banana bread to zucchinis and freshly shelled peas from the farmers who produced them.
Thousands of farmers markets around the state offer producers direct access to customers and give consumers direct access to fresh fruits, vegetables and other products from farmers they know and trust. (Texas A&M AgriLife Extension Service photo by Adam Russell)
The Tyler Farmers Market was alive with activity on a Saturday as producers officially welcomed new and returning customers for another season. It’s a time of year when thousands of producers around the state utilize farmers markets and pop-up stands to reach consumers.
Producer David Claiborne, of Jacksonville, has been involved with the Tyler Farmers Market since its inception in 1983. The interest in the market has grown among local consumers and farmers despite a reduction in the number of producers operating in the area over the past three decades.
“It’s been a win-win for producers and their customers,” he said. “East Texas is a hotbed for farming and the market gives farmers a location to bring their produce to town and sell direct to consumers, and for consumers it allows them a place to buy locally grown vegetables in many cases harvested the day before they are sold.”
Dr. Marco Palma, Texas A&M AgriLife Extension Service economist in College Station, said farmers markets continue to gain popularity among consumers for a variety of reasons.
Palma said research shows people want to live healthier lifestyles and are making conscious decisions about the food they consume.
On a national level, Palma said the number of farmers markets has increased to more than 8,000 in 2015 compared to 340 in 1970. The Texas Department of Agriculture has 130-150 registered markets on file and Palma said it is safe to assume there are other pop-up markets around the state.
“People want to support their local economy or they want that connection with the farmer and knowing where their food comes from,” he said. “There is growing interest in the origin of food and knowing where and how food is produced. There is also a portion of consumers who purchase certain products for health reasons or even to the point of showcasing social status.”
Despite the factors that play a role in the national, state and local marketing of farmers markets, Palma said “taste is still king.” Customers return to products that look and taste good despite marketing practices that attempt to make a product stand out, such as labeling as organic, pesticide free or “Earth friendly.” Many times, consumers can taste products at the market.
For producers, farmers markets eliminate the middleman, which can provide better opportunity for profits and prices for consumers, he said. It also allows producers to interact with consumers and “sell” their product’s attributes on a one-on-one basis.
“Connection is important,” Palma said. “Customers recognize the farmer and a relationship develops.”
Dr. Joe Masabni, AgriLife Extension small-acreage vegetable specialist in Overton, said the connection, knowing the name and face of the person who grows the produce, and the interaction between consumers and producers is a major component in the success of farmers markets and positive farm-to-table trends.
Masabni said many customers will return year after year to specific farmers for products they know, trust and enjoy. Those relationships and direct sales opportunity can greatly impact a small producer’s viability and long-term success.
“Farmers markets are a way for producers to sell their products at a premium price and value, and oftentimes I hear they are sold out by the end of the day,” he said. “So they can make good money by selling directly to consumers who are receiving fresh, oftentimes premium produce.”
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