Framers' Market?
This morning while reading the paper I found just what I was looking for! Finally, the heading read “Etichette anche al mercato” ! which translates into “Labels at the market too” .
Which means we will soon have the right to see correct labelling when we go to the local farmers’ market in the nearby village or in the main town square. Yes, farmers’ markets are all over the place, they are incredibly popular, and believe me it’s not just a trend that will end as soon as Michelle Obama moves on to a new fad. It’s all about economizing on everything – including vegetables – and eating healthy: the farmer’s market is the way to do both.
On the other hand I must be honest: when I do go to the farmers’ market (rarely) I look at the produce; I look at the pricing and think: too expensive to not have any guarantees… Let me clarify that I define farmers’ market as those that purport to sell organic or conventional produce direct from the farmer — this is distinguished from the term “local market” which has products sold by intermediaries.
Basically, I think they bought the potatoes at the local super market, threw them into some extra mud, just to get that nice brown coating, and are now selling at twice the initial price. So, going back to the article this morning, it lists some statistics such as: 1 in 10 italians buys directly from the farmer; there are 600 farmers’ markets around the country. Finally, Franca Braga (of Altroconsumo – an association that protects consumers) confirms my suspicion: she says since nobody intermediates and it is the farmer who sells directly and spends no money for pesticides or to advertise the prices are way too high!
In conclusion if I’m a farmer, I plant my potatoes (using the potato example again), I don’t use any pesticides, don’t cut any grass or wild plants growing on and around my plot of land, and subsequently load my potatoes onto my truck and sell… In this case, why on “earth” should the consumer spend nearly twice as much to buy my dirty potatoes when he or she can buy a clean, shiny bag of potatoes directly from the supermarket down the street, complete with parking in front of the entrance and even a gift thanks to using a rewards card.
The new law – that has still not been approved – makes labelling mandatory: every single potato will have a label stating just about everything about that potato. Furthermore, if it’s going to be sold in a farmer’s market it must be sowed no further than 50km away.
Here’s a link to a list of guaranteed “farmers’ markets” it’s in italian but easy to understand (if you need help – poke-tweet-facebook message me)!
