Farmers Markets: Transparency is Our Model

On October 15th, the trade publication The Packer reported on an issue of growing concern for farmers market vendors and shoppers: grocery chains are copy-catting farmers markets by using “farmers market” signs outside of their stores. The Wall Street Journal had previously reported on the issue, including retailers that use the term “farmers market” in their name, like Sprouts Farmers Market and Sunflower Farmers Market. Farmers in Washington State interviewed about the phenomenon seemed dismayed that retail chains “want to attract people and give the illusion that there are all these small farmers there.”

Kathy Means, vice president of government relations and public relations for the Produce Marketing Association defended the sale of produce at grocery chains under the name “farmers market” as a “legitimate marketing tactic.” Aside from military connotations, ‘tactics’ are generally defined as “isolated actions or events that take advantage of opportunities offered by the gaps within a given strategic system.” The Farmers Market Coalition opposes marketing tactics that cloud the truth. Taking advantage of the public by leveraging the term out of context is not only misleading, but, I believe, illustrates an unfortunate failure of creativity. Read more