Deep Roots

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knowledge wherever it comes from and does not expect to

apply the same model to every situation.

Direct marketing: the economic complement

What is the economic counterpart to family farming?

The local market. Here we are not just speaking about a

short chain. The short chain issue is somewhat mislead-

ing because, once more, it focuses on the quantity of steps

occurring between the producer and the consumer, and the

amount of time that passes between production and sale –

but it ignores many other values and functions. Mozzarellas

from South Italy which are ordered via the internet and are

in a New York restaurant within 24 hours are an example of

a short chain, but a producer market is a lot more than this.

Let us again consider two basic factors, time and space. A

farmers’ market invests in time (of purchasers, sellers and people

interacting) instead of aiming to save it (the main concern of the

large-scale retail business); it looks after space, instead of trying

to take up as much as possible. A farmers’ market actually does

not need much physical space, but is a service to its surround-

ings: the urban area, which receives economic and other benefits

when it is revitalized, and rural areas, which gain a higher profile

from the market together with an economic boost.

Space is regarded as a place, not just a geometrical surface

area. For this reason it is important that markets are set up

in towns and not in hypermarkets, as often happens, for

example in the US or UK where large chains are keen to

welcome farmers’ markets, reckoning on increased sales for

products the markets do not sell.

The evolution of consumer desires and preferences has

recently led to new behaviour. This has mainly involved

seeking reasonable prices, but also nutritional quality and

food safety, together with an effort to enrich the purchas-

ing experience through finding out more about the places

and methods of production. This ends up by modifying

traditional ideas and approaches to marketing. Farmers

are interested in accessing the market. They are willing

to change and, where necessary, improve their production

and communication methods so they can meet consumer

requirements. The opportunities provided by farmers’

markets for education, tasting, presenting and selling food,

facilitate a direct relationship and help to create value in

the production cycle.

When farmers attend a market, they bring new energy

and professional skills to postproduction activities. They

are keen to guarantee the quality and diversity of their

produce compared to the range offered by conventional

retailers, and in the process they often manage to keep final

selling prices in check.

Consumers also have an interest in attending farmers’

markets since the opportunity to interact with producers

and purchase products with an identity bring important

benefits. A local product becomes a way of discovering the

traditions and culture of a particular geographical area and

the purchasing process involves different values from the

simple convenience of a supermarket – which displays

products with their prices on shelves – by highlighting

objective attributes (quality, biodiversity, health bene-

Image: Oliver Migliore

Local products enable buyers to discover the traditions and culture of a particular geographical area

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