We have changed the name of our “market hesitant” interviewee to protect her identity.
While it's hard to imagine someone being hesitant to attend their local farmers' market, there are some valuable lessons to learn about what pain points market patrons (and those who don't even dare to attend a market) face to find some areas of improvement. This summary of Julia's perspective that we gathered during an interview is relevant to both market operators and market vendors alike.
Meet Julia
Julia loves local food, but sometimes feels hesitant to get out to the farmers' market experience. She has fairly minimal expectations, and is primarily interested in local organic produce, meats, and eggs. While Julia appreciates the community aspect of a farmers' market, she sees it as less of a social event than some of her friends, and more of a necessary shopping trip. There are no stores within walking or biking distance that routinely stock what she's after, so this is it!
Let's not get Julia wrong - she really appreciates that the market exists and that there are some excellent vendors, but has a few qualms that can make the trip feel like a chore rather than an anticipated experience.
Become a member to read the full article
Some articles are only available to our membership, as well as many other member benefits!