farmersmarket

=**Understanding phase - Farmers' Markets**=

To investigate the influence of food and purchasing on social interaction and the economy, and how farmers' markets are trying to promote a healthier lifestyle and diet through these public events.
 * Research Statement**

Farmers' Markets are local markets held in outdoor public spaces that sell mainly locally-grown produce as well as promote organic and fresh foods. The idea is that because the foods are locally grown they do not have to travel as much, therefore reduce the use of fuel, and also can retain the fresh quality of the goods. These markets can help sustain the businesses of farmers and make the public more aware of the farming history despite their urban environment. The foods sold limit the buyers to foods that are in season. Markets are usually held only during summers and harvest time, and they are closed during the winters due to the weather. Markets can be held together with festivals to promote a particular culture. The markets are usually scheduled once per week during the harvest season and often on weekends so that families can spend a day there. Farmers' Markets are a great way to encourage people to eat healthily and also be more aware of the origins of their food. As all the food is sold by the farmers themselves, there is opportunity for direct inquiry from the buyer to the seller regarding the produce.
 * Background**

Farmer's markets are more effective in promoting social activity than assisting local economies. While the main objective of these markets are to raise awareness of healthy lifestyle and organic foods as well as to aid local farmers in their small business, the farmers' markets seem to succeed in promoting social activity and encouraging interaction amongst families instead of making a financial profit. The limited accessibility and high costs of the products contribute to why these markets are not as effective as they were designed to be, however, I believe these events are highly successful and have become enjoyable events for the community.
 * Critical Position**

__Observations from Field Research:__ My experience at the Brick Work Farmers Market was an extremely enjoyable one. Getting to the location was the difficult part, as although there were directions for a shuttle bus service from Broadview station, there was no sign for the stop nor were there clear instructions as to when it would come. Nearby stores, the TTC station and the police did not know of this Farmer's Market or how to get there. Walking instructions were available on the Evergreen website, but I had to first walk from Broadview to Castle Frank. The walk to the Brick Work Market was very difficult as it went through residential areas, and a trail where there were no people to ask for directions. After an hour and a half of walking, I finally reached the market which was very busy already. The market was in held in open space where there were lots of vendors both indoors and outdoors, and the experience was like nothing I had ever experienced before. There were a lot of children and families, and designated areas such as hay stacks and benches with colouring equipment for children to stay. Many families brought their dogs as well, so dishes were placed on the floor to ensure the animals were also hydrated. The whole atmosphere was very laid back and the customers were able to interact with the sellers a lot. There was also recorder music, creating a lively environment. All sorts of foods like vegetables, fruit, bread and pastries as well as organic skin products were sold at the market, mostly that were local. The entire market promoted the idea of green living, with Evergreen providing pamphlets and organic cotton merchandise such as tote bags and t-shirts, and bins for recycling composite. Evergreen also had workshops such as butter making available for people that were interested. There wasn't a lot to see at the market, as I could really scan all the stores within 10 minutes, but there was a lot of opportunity for interaction as there were benches, children playing and also some owners of stalls were doing outdoor yoga during their lunch break. Most people seemed to go there for the experience, and to enjoy quality time with family in a natural environment rather than for the purpose of purchasing organic foods. The shuttle bus to leave was empty as most visitors drove to the location, but when speaking to the driver, I was told that many people are not aware of this service. The bus ride took around 5 minutes to reach Broadview station again which made me realize that more people would visit this market if it were more accessible and promoted.
 * Data collection**

Low-resolution photo of the walk to Brick Works: As I walked down the trail to the market, I couldn't help but think that the market needed more signage or instructions so that new visitors like myself would be able to find it easily. There were barely any people taking this route to the market, and only every 15 minutes would there be a person running with their dog pass by. The signs if there were any were usually tucked behind trees. The stop for the shuttle bus was actually fairly close to the station and came quite frequently, but even the people nearby were not aware of this market or service. The carpark for the market was quite full, indicating many visitors arrived there by car but this also mean the community that attends is limited only to drivers due to inconvenience of traveling.

Photos from the Brick Work Market: media type="flickr" key="13921272@N05" ARG0="&lang=en-us&format=rss_200" width="641" height="641"


 * Opportunities**
 * Inspired by the article 'Global Tastes' by John Feffer, I could begin to investigate how organic food changes the lifestyles of people, both farmers and consumers.
 * More in depth research into the problem of limited promotion and signage for the farmers' markets.
 * Exploration of other environmental activities - how and where are they held? Is the public aware of these events?
 * Combine research for structuring phase with Paul Mitchell to look at how community gardens and farmers' markets are both communities that value social activity but lack awareness.

My concept map on farmers' markets can be found here: [|farmersmarket-conceptmap.pdf]
 * Concept Map**

media type="custom" key="224545"
 * Visual Essay**

[|List of Farmers' Markets in Toronto] [|Brick Work Farmer's Market] [|Wikipedia article on Farmers' Markets] [|The 100 Mile Diet] [|Farmers' Markets Ontario] [|Bringing country food to the city] [|Counting our food miles] [|Canada's first certified farmers' market] [|Global Tastes] [|Merchants of Green Coffee]
 * Resources**