Farmers Markets Multiply in California and Across U.S.

Since last year, the number of farmers markets in the country has increased by 17 percent, according to the US Department of Agriculture, which counts 7,175 operating markets in their 2011 National Farmers Market Directory.

The fastest growing states were Alaska, whose 35 markets are a 46 percent increase from last year, and Texas, which now has 166 markets — a 38 percent increase from last year. 

Not surprisingly, California markets have increased too, by a whopping 25.7 percent. According to the report, 729 farmers markets now operate in our fertile state, up from 580 last year.

While states like Alaska and Texas are just jumping on the bandwagon, states like California may be reaching a maximum carrying capacity for markets.

“We’re at a tipping point here in Santa Cruz County, there’s no doubt about it,” said Nesh Dhillon, Manager of the Santa Cruz Community Farmers Market organization. "The jury is still out whether or not we have too many markets or if we have enough."

Although it may be up for debate among some community members, Dhillon is certain that adding another market to the roster would cannibalize the markets. Growers would be doing more work for the same amount of money, and even though there is a great demand of growers wanting to sell at markets, Dhillon says we've already hit over-saturation points.

Since 1999, three new markets — Live Oak, Westside, and Scotts Valley — were created, and the Downtown Market has tripled in size since its inception 21 years ago. There are five markets in the SCCFM organization, plus the Aptos Market, or "Grand Daddy Market," as Dhillon calls it, which is the largest and oldest market in the county. 

Interestingly, the rise in markets may have as much to do with city planning as it does with providing local growers with a local venue.

"Since the 70s, it's gone from access for growers and the community to more of a redevelopment tool. It's actually a profit machine for businesses," said Dhillon. "Cities use markets as redevelopment tools to bring people back to areas where there may not be as much commerce, and land owners and real estate owners want to use farmers markets as an opportunity to increase the value of their location."

You would think that more densely populated areas like San Francisco would be able to support more markets, but Brigitte Moran, executive director of the Marin Markets in San Rafael, disagrees, saying there are too many markets in the area.

“We have this mentality of, oh, we have a Starbucks on every corner, so why can’t we have a farmers market? The difference is these farmers actually have to grow it and drive it to the market,” Moran said.

Meanwhile, Community Supported Agriculture, or CSA boxes, are growing too as an alternative way for growers to sell directly to customers. Dhillon supports the idea of CSAs since he wants to see the growers do well, but he pointed out one advantage the markets have over the CSA boxes.

"CSA doesn't give you the choice that you get at the market," he said. "You're locked into supporting one farmer. That's why the farmers markets are so wonderful, because as long as you have a good selection, you as a consumer have the ability of picking and choosing and tasting."

In Santa Cruz County, the focus is less about expanding the number of markets, and more about improving the market experience for consumers.

"We’re not interested in growing bigger, we’re interested in growing internally," said Dhillon. "We're thinking about our existing customers. How do we give them more ownership of the market experience? And then for customers who never come to the market, how do we reach out to them?"

Education, Dhillon said, citing the Berkeley Farmers Market as a prime example of bringing education into the market experience, is the key. Dhillon hopes to see Santa Cruz County move in that direction, with various tactics including 'getting to know your farmers' profiles, community dinners, educational booths with information on food justice and farming issues, and getting young people involved in the markets.

One question remains: Does the country's farmers market expansion put any dent in the agricultural industry's big companies?

On a recent trip to New York City, my mother squealed in excitement when she found raspberries for sale on a cart on 8th Avenue. They were Driscoll's, trucked into Manhattan from our backyard. The long-established trade routes between titan companies like Driscoll's and national distributors do not appear to be going anywhere, but it's hard to imagine such an increase in small farm sales wouldn't impact the bigger farm sales.

How do you think the national increase in farmers markets will impact the agricultural Industry? Tell us in the comments!