Feeling overwhelmed at a farmer’s market truly is a first world problem, rather like the milk frother on your coffee machine breaking, or your heated car seats giving you a sweaty bum. It’s easy to see these markets as the preserve of the wealthy; just for those who don’t have to think about whether the courgettes would have been cheaper elsewhere.
Bear with me though, because there is much more to a farmer’s market than occasionally overpriced produce. For a start, it doesn’t have to be a more expensive way of sourcing your groceries. Yes, there is often artisan sourdough bread priced at £7 a loaf, but there are also fresh fruit and veggies available for less than average prices.
Even better, whilst haggling in the supermarket would get you ushered to the door, at a farmers’ market it is permissible to ask for a better price if you buy more, or to cheekily enquire whether a lemon or bunch of herbs can be thrown in for free. Also, if you visit towards the end of the market you can get some great deals – store holders don’t want to take it all home with them. It’s a useful tip to take cash for easy transactions and to avoid spending more than you planned.
Compared to your supermarket, the farmers market is also fabulously eco-friendly. All produce should be seasonal and locally produced, so you won’t be tempted by blueberries from Chile. Buying seasonally should also help keep your grocery bills down and ensure that your food is super fresh because it won’t have travelled across the globe.
There will often be much less packaging too, and you can further increase your green credentials by taking your own bags.
Meeting the producers will also rekindle your connection to your food. Instead of shoving it in the trolley like an automaton, we are more likely to ask questions about provenance, recipe ideas or just have a good old fashioned chat. The traceable nature of most products means you are far less likely to end up with horse in your lasagne.
Farmers’ markets are both a playground and a school for children. They will love the colour, noise and array of produce (especially when tasters are offered) and will learn masses about their food too.
A few years back, chef Jamie Oliver reported that many children can’t identify even basic vegetables. Kids that visit farmers’ markets will get a head start in their food education. Not only that, but they can order and pay for you (working on their confidence, social skills and mathematics). After such an input, they are far more likely to eat the item you have bought.
Realistically, the farmers’ market is unlikely to replace the dreaded supermarket trip, but it can certainly complement your normal shop. It is an outing rather than just a chore and something the whole family can be involved in. But what to do with the artichoke you just bought? That’s definitely another first world problem.
First published in the EDP and EADT