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There is a notion out there that prices at the farmers’ markets are higher than those in the grocery store. I was made aware of this a couple months ago when I was the guest speaker for a “Buying Local” class. Quite frankly, the notion that there are such classes nowadays sends a thrill through me. Absolutely fantastic!
One of the class members said she tries to encourage her friends to shop at the farmers’ market, but often is rebuffed with the “it’s too expensive” notion.
So, I’d like to address this issue in a three-part series, which will hopefully give you some food for thought (!?!) about farmers’ markets prices, which you can then use as arguments to sway your friends who say “But the farmers’ market is too expensive.” The subjects? Produce prices, meat/cheese prices, and social justice (the human price).
For today, let’s talk produce. I actually went out with pen and paper and did a little sleuthing at a couple of grocery stores. I felt like a spy, really, and was taking my notes very surreptitiously, lest a store manager demand what I was up to. Here’s what I found:
At Genaurdi’s: tomatoes $3.99lb.(from Mexico), apples $1.99lb (except for Red Delicious, which were dirt cheap as most people won’t buy them). Most of the produce I saw there were at prices more or less like market prices, but the quality was generally inferior. Some items in the store were priced higher, like colored peppers at $3.99 (and those tomatoes).
At Giant: peppers 3.99lb., beans 2.99lb., tomatoes 3.99 (Mexico and ‘product of USA) mixed greens were between 7.38 and $11.81 per pound, depending on mix and company. Apples $1.99lb. for Golden Delicious, Red Delicious (go figure), and Granny Smith, and $2.49 lb. for ‘premium’ varieties like Fuji, Braeburn, etc.
At many farmers’ markets, tomatoes average about $2.50 a pound. Sometimes you’ll find them for less in the height of the season, and sometimes you’ll find them for more ($4.00lb.) for certified organic growers’ heirlooms. Apples tend to range from $1.50 to $2.00 a pound. Many veggies are less than grocery store prices: colored sweet peppers for $2.50 a pound or less, salad mixes for $7 or $8 a pound.
So….why do some people have a notion that produce is more expensive at the farmers’ market? I think it’s simple: there is a big disconnect between selecting and paying for produce in the grocery store which blinds folks as to what they’re actually paying. It’s a much different thing to pick out a few apples, put them in your cart, and then not even notice how much they are at checkout because you’re busy loading things onto the belt or packing your bags. On the other hand, at the farmers’ market, you pick out apples (or whatever) and pay for them right away – so sometimes ‘sticker shock’ ensues. But think about it: last year’s $3.99 (for real!!) a pound grocery-store Honeycrisp apples actually cost twice as much as those at the farmers’ market – but you just don’t notice it when you’re dealing with a whole cartful of other items.
Certainly there will be times when things cost a bit more in the grocery store or a bit more at the farmers’ market – prices are not static and depend on a number of variables. But in general, if you really study it, I think you’ll find that most prices at the farmers’ market for produce are pretty much on par with those at a regular (or high end) grocery store. But….you get a bonus! The produce at a producer-only farmers’ market is usually MUCH more fresh and flavorful and comes in many more varieties.
It’s definitely something to keep in mind next time you’re shopping.
Stay tuned for part 2: meat and cheese prices
Tags: Education, Farmers' Market, produce, shopping
I really enjoyed your article, and you could not have been moro correct. I think that Walmart can have such low prices because to me it seems like they tell the suppliers to send them the worst produce around! I am looking forward to your next article. Thanks
Excellent article! You missed one very important point- the produce at a producer-only market usually has a higher nutrient content! For those of us in the know, that may go without saying because it is fresher, but many people don’t realize it and I’ve found that to be a major ‘selling point’ in getting people to at least check out their local market.
PS- The pictures along the border of this page are making my mouth water- especially those asian pears!
Thanks, Lisa. Wow! I always thought farmers’ market fruits and vegetables were superior in every way, but I never thought of them as less expensive. Your research turned up some surprising finds.
Thanks, Lisa. You nicely put into words what I’ve been thinking myself. I believe that farmer’s market produce is fresher, more nutritious, more local, and tastier than supermarket produce. (I wonder how and where the supermarkets get apples in June?) Also, I like to meet the farmers who grow my food. I’m looking forward to your next two articles. Thanks for doing this study.
Lisa, you are spot on. In addition to the reasonable prices, Farmer’s Market produce is always cheaper because it is fresher and lasts longer, resulting in far less waste. That is a far cry from our experience with Big Bog Store produce . . . . . we used to have to throw away a high percentage of spoiled produce that only lasted a day or two . . . . At the Farmer’s Market, we buy what we need for the week, and stage preparation to match typical hold time. No waste = money saved.
-k
Very good point….less wastage!
Great article – spot on! Looking forward to the rest of the articles! “An educated consumer” is the best customer, to quote from a tv commercial. You’re doing a great job!
A big savings at the farmer’s market I’ve found is local cheeses. You can save a lot of money, especially on specialty ones.
[...] This post was mentioned on Twitter by Edible San Francisco, CUESA, Anne-Marie Gordon, Edible Finger Lakes, beatbeatrice and others. beatbeatrice said: RT @EdibleSF: RT @CUESA: How does paying per-item @ farmers markets shape our idea of price? A farmer opines. http://bit.ly/9Q59fx [...]
[...] higher prices at the farmers’ market by considering the prices of meats and cheeses. As in part 1 (about produce prices), I turned spy and sleuthed the products available at some grocery stores [...]
Thank you for article and the research to back it up. I hear it stated so often the misinformation about prices at farmers markets. It’s almost like an urban myth and rolls like store-bought tomatoes out of the mouths of folks who don’t know better – even people in official positions. It’s an easy lead-in quote often used by the news media. Anyone who shops at farmers markets knows better! I sell at several farm markets and I know a number of farmers that sell “dirt cheap” – they grow everything, have been growing all their lives, and are on a pricing system from 10 years ago. For the most part, I think the farmers watch prices and are competitive. When the advantages of shopping locally are factored in you are getting a bargain.
More food for thought, thanks to Joel Salatin:
http://flavormagazinevirginia.com/foodie-elitism/
[...] to mention that grocery store prices, as discussed in Part 1 (produce) and Part 2 (meat/cheeses) of this series, are reflective of a factory-style method of [...]
Great article, thank you. The first time I actually noticed how much some of my produce was- I was shocked (I’m someone who usually isn’t price aware at the store).
What are your thoughts on organic price comparisons between the market and places like Whole Foods and Wegmans? And more importantly, for people trying to be more aware of what we’re putting into our bodies…what a great argument to buy local organic VS grocery store organic- since you can at least visit a local website and/or location of the organic farm you’re buying from. It feels too much like buyer beware when you’re trying to buy healthier quality foods. It will be nice when there comes a day when we really know what we’re getting.