...These sales kept us “in groceries” for the first three years of our marriage, until I began to work full-time in the growing and wholesale fruit industry. It was a great experience of dealing face-to-face with consumers, watching them enjoy our fruit and get a good deal in the process...But over the years, I noticed a significant change in Farmers Markets as I visited them in many towns...were they really what they purported to be?
...After a recent experience with two San Diego Farmers Markets, I have concluded that much of the time they are not a good deal for consumers...the quality of produce sold in proportion to the price charged is grossly unbalanced...and often I find the quality...particularly in fruit more so than vegetables...marginal at best and often actually cull fruit... leading me to conclude after several years of observing these markets...that often I believe that products are not in reality what are being portrayed to the consumer...not a good thing...
...An example of this is tree fruit that I see sold at Farmers Markets portrayed as being local grown. For those of us in the industry, we know that peach trees have a nearly impossible time to grow and produce fruit in southern California. (How many of you have seen these scrawny little trees around San Diego with peaches the size of cherries?) The reality is that we are in a tropical climate and most decidious trees need at least 800 hours each winter of sub 40(F) degrees to be able to produce, and we just don’t typically get that much cold weather here...
But in several conversations with “Growers” at these Farmers Markets, they tell me as they dump boxes of fruit out of boxes originating in Central California how they are simply recycling cardboard from the San Joaquin Valley and hauling empty boxes hundreds of miles to the south. Laying aside the economics of hauling empty cardboard, even if it is free, when empty cardboard boxes worth .50-.75 each are just as easily available in the immediate area it just doesn’t make sense.
...I also have grave doubts about much of what is presented as organic fresh fruit...To an experienced eye, organic peaches are fairly easily able to discern...but I think I am seeing “organic” fruit being dumped out of non-organic boxes, which is to my understanding a violation of the organic certification laws...and when I have engaged in conversations about their growing practices (not revealing my own experience) with these peach “growers” I am usually underwhelmed by their lack of knowledge of the products they sell...I do not believe that all of them are being deceptive, but a significant number of them appear to be something they are not to the consumer...and I think it is worse in fresh fruit than in vegetables...organic vegetables are much easier to grow than organic peaches, plums or nectarines...
...This was not the Farmers Markets of 30 years ago, nor was it in the spirit and intention of those brave growers who sought alternative markets for their produce. There was a very close connection between the growers, vendors and products...But as with most things that grow popular, abuse usually follows...and I fear that has happened to many Farmers Markets...regretably...