In essence, a farmer's market has become a popular marketing and retailing tool that by-passes the supply chain and channelise the freshest produce to reach directly to a discerning consumer.
But considering the Indian consumer isn't new to the ritual of going to the weekly vegetable markets that may flock just around the corner of their homes, it's not uncommon that the farmer's market many-a-time is considered as a new-age food gimmick, shrouded with doubts about the authenticity of the produce and over-pricing.
While farmer's markets are undoubtedly an urbane phenomenon, catering to a niche and well-heeled consumer, it's still a great place to source organic, whole foods; and local or global produce.
"Farmer's markets in India are a curated culinary experience," says acclaimed food writer, anchor and entrepreneur Karen Anand, who has successfully organised more than 21 farmer's markets across various metros. More than just a few tables selling vegetables, these farmer's markets are more like a food fair with cookery demonstrations by popular chefs; a congregation of food manufacturers, farmers, start-up vendors, and exhibitors from across the country, panning diverse verticals from horticulture to kitchenware.
Owing to the problem of plenty, a lot of times we don't know what to expect from a farmer's market. In the end, many of us get home with just a bunch of carrots and a dazed expression.
So here are a few tips to shop smart at a farmer's market:
Plan ahead Go early. With the rising popularity of farmer's markets, these typically get a lot of crowd. Popular-but-limited items may even sell out before the day is done. So if you want some serious shopping to be done, reach early and pick the best and freshest from the stock.
Ask questions Remember, the grower is right there! 'Are the quail eggs sourced responsibly? How long will this jar of fermented fish pickle last?' - Ask them the questions clouding your mind and they will be happy to oblige.
Bring a big bag Relying on the paper-bags given by the vendor is a big no-no. These bags are not equipped to carry excessive load for an extended amount of time. Make sure everything gets home without crashing onto the sidewalk or spilling onto the floor of your car by bringing your own sturdy canvas or nylon bags.
Rely on your senses Farmer's markets are a treasure trove for gourmet produce. Never tried zucchini blossoms? While trying new things is part of the fun at a farmer's market, make sure you find out more about how to cook a certain vegetable or store a certain food product. A lot of times, many vendors also hand out free samplers for the foodie green horn.
Work the volume Farmer's markets are a great source of fresh-from-the-harvest foods. If you plan ahead, you can get good deals at bulk purchases. Think: a whole year's supply of homemade tangerine marmalade sourced from your local farmer's market!
BDST: 1708 HRS, FEB 15, 2015
