Special to Union Square Main Streets by Alex Reisman

The Union Square Farmers Market opens on June 2, which is (hooray!) fast approaching, to be followed on June 14 with the new Swirl and Slice, a specialty food market. This is good news for a number of reasons. Personally, I am looking forward to strolling along the stalls, strategizing about what to purchase, smiling shyly at the vendors. I will probably talk myself into buying some cheerful cut flowers, maybe chat with a farmer about a particular food preparation, and walk home burdened by heavy bags of vegetables. I know that I am not alone in loving this weekly ritual of shopping at a farmers’ market in warm weather months. For this post, however, I will set aside my perspective as a consumer and instead consider a few benefits of farmers’ markets from an urban planning or community economic development perspective.

In addition to their bounty of local food and lively, leisurely atmosphere, here are a few other nice things about farmers’ markets:

1. They serve a broad community. Farmers’ markets, once seen as primarily serving a relatively wealthy, white population, have made strides in diversifying their customer bases. For one, the farmers’ market pie is just bigger than it used to be: the total number of markets has risen dramatically, and so has the number of farmers selling at markets. This increasingly includes vendors who sell products that—if perhaps unfamiliar here—are popular in other countries, thus better serving immigrant customers (and improving the “food literacy” of other curious shoppers). Because all of the food at most farmers’ markets is locally grown, there is a limit to what can be sold (alas, no bananas), but still the ever expanding range of options helps markets to be more inclusive, if not a one-stop-shop. In addition, many markets have made themselves more accessible to more customers by accepting forms of payment other than cash, including those of federal benefits programs. The Union Square markets, for example, accept debit and credit cards, SNAP/EBT, WIC, and Senior Farmers’ Market Coupons. And for those using their SNAP benefits, incentives help their purchase of healthy local foods at the market go even further.

2. They foster pedestrian activity. No surprise here: farmers’ markets are a great way to attract pedestrians, and having more feet on the ground does wonders for a community. Farmers’ markets typically draw customers from within walking distance, building a core of regular customers in the district. Since the markets in Union Square are particularly vibrant they’ve begun drawing consumers from outside the neighborhood  as well, introducing them to the wealth of local, independent businesses that Union Square offers.  While this flurry of activity of the farmers’ market is concentrated to just once a week it has a significant impact.  Studies by Union Square Main Streets  showed that the Saturday market generated in 2010 $1.5 M in economic impact, with half of that directed to area businesses.

3. They provide artisans with a venue to sell their products. In addition to raw fruits and vegetables, vendors sell a great variety of foods that have been processed in some way, such as jams, meats, sauces, baked goods, cheeses, and chocolate. The direct-to-consumer format of farmers’ markets can be a boon for small independent producers, who may have limited distribution and/or visibility in the conventional marketplace. Diversifying their revenue sources is helping Massachusetts farms to thrive.  A good example of how significant participation in farmers’ markets can be is the impact of the 2010 law in Massachusetts allowing wines to be sold at farmers’ markets. After that first year of market activity, the Mass Department of Agriculture reports a 66 percent increase in local wineries’ overall sales. Union Square’s Swirl & Slice, a specialty food market on Thursday evenings builds on this trend by putting cheese, breads, jams, pickles, and other locally-made foods on center stage.

Farmers’ markets promote healthy, sustainable lifestyles and create a civic space in our neighborhoods.  They nurture a strong food culture and small businesses.  Because they’re effective in so many ways, the Union Square Farmers Market and Swirl and Slice are key elements in Union Square Main Streets’ overall food strategy.