In a time where many are scrambling to have groceries delivered, it seems that it has also re-ignited local farmers markets and shops and boosting the small community support. There lies my dilemma with farmers’ markets.

In an unusual turn of events, I had a day off midweek. After getting my car serviced, I decided to drive down to Phillip Island for one last hurrah before partaking in the mandatory face covering fashion show. Feeling in high spirits, I amused myself by attempting Phantom of the Opera in lieu of working audio in my car. Again, it just reminds me why I need to get onto tinting my windows. 

Driving down that way is pretty boring to be completely honest. It’s not until you’re about 20 minutes away that you can see the coast line and the blue expanse of water.  

Every so often, I passed turn off signs for farms advertising fresh produce and wares. By the fourth or fifth one I passed, I began to feel virtuous. Gosh, I live in an area of access to a lot of locally sourced produce, many that are small family run businesses. Why am I not supporting the local farmers and be more sustainable and contribute to reducing food miles ingesting less ‘harmful’ items into my body?

Oh yeah, that little thing called money. 

Growing up, my parents took me for outings like high tea at the Langham Hotel, dinner at the Country Club or soirées. Kidding. In reality, they were normal activities like the library, trash and treasure stalls. Or maybe even the zoo during school holidays and I enjoyed them. Occasionally we visited farmers’ markets which were my favourite. The sights, smells and the bustle of open air activity on a temporarily transformed section of lawn was something I looked forward to. Fresh produce, quirky items and foods I’d never seen or tasted before co-mingled. Sampling food was easily one of the best things to do. We would return home with filled boxes of our finds that would be used over the next week or so. 

These markets of course had a reputation for local produce which meant they were direct to customers. No middle man like the big chains. Inexpensive and quality are the two words I would use to describe it. 

Fast forward to today

Markets are still thriving but they’ve undergone some changes. In line with the new world and the push for maximum appeal, many have gone artisan and boutique. Which is universal code for upmarket and more expensive. Buzz words like farm to table and grass to plate (I’m making this one up) are inescapable. The last time I was at the local farmers’ market, bread, small goods and other staples were pricey. $12 loaf of bread anyone? I came to realise that part of that cost goes to supporting the local growers and producers of the products. So on one hand I can see why they are priced as they are. It made me think twice about picking up some bits and bobs and some impulse items. My wings of virtue were clipped and I came back to ground. 

But there doesn’t seem to be a shortage of people visiting either. Maybe it’s not about the price but the theatrical nature of the attraction. 

Which made me think just who is the target market?

Well, not me. At least not reliably. It’s probably more aimed at those who have the means to do so, just like being sustainable. And this lonely boy does not have the level of disposable income to afford said produce items, sustainable lifestyle or the Upper East Side. Even the local food hub which you can browse the forever changing boxes of produce on their site is on par with the markets. 

Don’t get me wrong. I’m not saying I cannot afford a loaf of artisanal 72 hour dark risen sourdough loaf, hydrated only by natural spring water and just lightly touched by the hands of angels. I mean that I cannot afford to have this be my primary means of basics and fresh produce to survive. It has shifted from something that could have been a viable alternative source for essentials to a splurge item. And to be fair for the local chains, they do often supply items from the same sellers. 

To me that’s a real shame because I do want to contribute more to the local farmers and small businesses and of course local food. For now, I will have to settle for the occasional ventures to the local markets and treating them as an expedition. 

Has this been your experience at the markets as well? How to you balance wanting to support local growers but also if you have a budget?