By Chloe Johnson CFSA Local Produce Safety Coordinator | Monday, Feb. 11, 2019 –
The personal nature of local, sustainable farmers markets allows customers an opportunity to ask questions about growing practices—trust is built between buyer and seller. The short supply chain—less distance between “farm and fork”—increases consumer confidence in the quality and safety in the produce sold at farmers markets.
The more foodborne disease outbreaks that occur, however, and the more media coverage those outbreaks get, the more skepticism farmers may receive from customers. I’ve seen this first-hand. Last year, when the romaine lettuce recall was nearing its end, I had a new farmers market customer comment on the current dangers of lettuce. Though her friend had expressed interest in my Salanova mix (I wasn’t selling romaine), my explanation of the variety I had – and the fact it had been grown 30 miles from where we stood – did nothing to change her attitude. Neither potential customer bought lettuce from me. I started to wonder then how I could best educate farmers market customers about food safety practices so that needless anxiety didn’t spread.
