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Privilege and exclusion at the farmers market: findings from a survey of shoppers

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  • Julie Rice

Abstract

Research consistently shows the typical farmers market shopper is a white, affluent, well-educated woman. While some research to date examining farmers markets discusses the exclusionary aspects of farmers markets, little has expounded on this portrait of the typical shopper. As a result of this neglect, the potential of farmers markets to be an inclusive, sustainable development tool remains hindered. This study seeks to better understand this typical shopper by drawing upon anti-consumerism literature to examine the motivations of these shoppers. Findings from a survey of 390 shoppers in a predominately Hispanic community are discussed. Results from the survey indicate that even in a community in which white, non-Hispanics are the minority, the farmers market shopper is likely to be a white, non-Hispanic female who is more affluent and well educated than the average community member. Theoretical implications and suggestions for those working in community development are discussed. Suggestions for future research are also provided. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Julie Rice, 2015. "Privilege and exclusion at the farmers market: findings from a survey of shoppers," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 32(1), pages 21-29, March.
    • Handle: RePEc:spr:agrhuv:v:32:y:2015:i:1:p:21-29
    DOI: 10.1007/s10460-014-9513-7
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    References listed on IDEAS

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    1. Eastwood, David B., 1996. "Using Customer Surveys To Promote Farmers' Markets: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(3), pages 1-8, October.
    2. Payne, Tim, 2002. "U.S. Farmers' Markets 2000: A Study Of Emerging Trends," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-3, March.
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    Cited by:

    1. Laura Witzling & Bret Shaw & David Trechter, 2019. "Which communication channels shape normative perceptions about buying local food? An application of social exposure," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 443-454, September.
    2. Benjamin Wills & Anthony Arundel, 2017. "Internet-enabled access to alternative food networks: A comparison of online and offline food shoppers and their differing interpretations of quality," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(3), pages 701-712, September.
    3. Phillip Warsaw & Steven Archambault & Arden He & Stacy Miller, 2021. "The Economic, Social, and Environmental Impacts of Farmers Markets: Recent Evidence from the US," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    4. Zinette Bergman & Manfred Max Bergman, 2022. "Toward Sustainable Communities: A Case Study of the Eastern Market in Detroit," Sustainability, MDPI, vol. 14(7), pages 1-14, April.
    5. Anke Brons & Peter Oosterveer & Sigrid Wertheim-Heck, 2020. "Feeding the melting pot: inclusive strategies for the multi-ethnic city," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(4), pages 1027-1040, December.
    6. Jordana Fuchs-Chesney & Subhashni Raj & Tishtar Daruwalla & Catherine Brinkley, 2023. "All roads lead to the farmers market?: using network analysis to measure the orientation and central actors in a community food system through a case comparison of Yolo and Sacramento County, Californ," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 157-173, March.
    7. John J. Metz & Sarah M. Scherer, 2022. "The rise and decline of farmers markets in greater Cincinnati," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 39(1), pages 95-117, March.

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