Investing in the social fabric of rural and urban communities: a comparative study of two Alabama farmers' markets

Abstract

This paper investigates the role that farmers' markets play in enhancing the social fabric of once thriving rural communities. The paper reports the findings from a comparative study of visitor motivations to two community farmers' markets in south west Alabama, one located in a rural environment and newly established, while the second, more established market (since 2004) is located in a much more populated and more affluent community. A total of 356 visitors participated in the study by completing a questionnaire. Part of the findings demonstrate that overall, visitors from both markets are more motivated to attend for the opportunity to engage in social discourse and out of a sense of support for local agriculture and farmers, than purely monetary driven exchange economics. This form of involvement, however, was more obvious among participants to the market located in the rural environment. These findings, at least with respect to the more rural respondent group, further support the contention that benefits from hosting farmers' markets are not limited to the food aspect (fresh, local foods), but communities can also significantly benefit in social terms.

Systematic Review of Factors Influencing Farmers’ Market Use Overall and among Low-Income Populations

“…In addition, 11 studies highlighted the value of the farmers' market as an alternative social space and a context for engagement rather than simply for food shopping. 49,[67][68][69][70]72,75,82,83,86,90 In contrast, only two low-income studies emphasized this facilitator of farmers' market use.…”

“…51,52,63 Middle and High Income, Nonspecified Income. Articles focused on middle-and high-income and unspecifiedincome populations concurred with the belief that farmers' markets offer high quality 43,45,49,50,[64][65][66][67][68][69][70][71][72][73][74][77][78][79][82][83][84][85][86][87][88] and a wide variety of foods. 43,49,50,[65][66][67][68][69][72][73][74]78,79,82,[86][87][88][89] Although product variety was generally seen as a facilitator, seven studies illuminated limited food variety was a barrier to farmers' market use.…”

“…In contrast to the low-income sample, a key social facilitator of farmers' market use among the higher-income and nonspecified income sample was the chance to support the local economy by shopping at the market. 45,49,[64][65][66]68,[70][71][72]75,79,[82][83][84]87 This provided an opportunity for consumers to achieve a social good by supporting local farmers and the broader local economy. In addition, 11 studies highlighted the value of the farmers' market as an alternative social space and a context for engagement rather than simply for food shopping.…”

“…Fifteen studies identified farmereconsumer relationships as a key social facilitator of farmers' market use. 45,49,50,64,[66][67][68][69][70][71]74,75,78,83,87 Alkon and McCullen, 75 for instance, reported individuals were motivated by having a connection to the "hand that grows their food." Alonso and O'Neill 83 provided an example of trust and rapport established between farmers and customers describing an instance when a customer left his or her purchased squash at the farmers' market and the farmer put the produce in a refrigerator until the consumer returned a few days later, at which point the vendor replaced the old produce with new.…”

“…Among studies focused on higher-income populations, there was strong support in the literature that farmers' markets provide a social context that promotes camaraderie. 49,50,67,70,71,[73][74][75]79,82,83,85,86 For instance, Hunt 49 described this camaraderie as the chance to meet up with people you know, revealing a deep level of connectedness to the social space. Additional social facilitators included the chance to engage with family and friends during the shopping experience 50,74,77,90 and participate in entertainment at the market.…”