Farmers markets as a new arena for communication on food

Anne Moxnes Jervell; Hanne Torjusen; Eivind Jacobsen

Farmers markets as a new arena for communication on food

in Ethics and the politics of food

Autor:innen:

Anne Moxnes Jervell

Anne Moxnes Jervell SIFO (National Institute for Consumer Research), Sandakerveien 24 C, Bygg B, P.O. Box 4682, Nydalen, N-0405 Oslo, anne.jervell@sifo.no

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Hanne Torjusen

Hanne Torjusen SIFO (National Institute for Consumer Research), Sandakerveien 24 C, Bygg B, P.O. Box 4682, Nydalen, N-0405 Oslo, anne.jervell@sifo.no

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, und

Eivind Jacobsen

Eivind Jacobsen SIFO (National Institute for Consumer Research), Sandakerveien 24 C, Bygg B, P.O. Box 4682, Nydalen, N-0405 Oslo, anne.jervell@sifo.no

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Art:: Kapitel

Seiten:: 72–76

DOI:: https://doi.org/10.3920/9789086865758_010

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Consumers in supermarkets may have few sources of knowledge about how and where the food they buy is produced. The personal interaction is minimal and information needs are met by brand marketing, labelling and country of origin declarations. Food choice is in general governed more by habit and product placement than by ethical concerns. The new Farmers markets, introduced in Norway in 2003 as ‘Bondens marked’ reintroduces a direct link between farmers and modern consumers and introduces a new arena for communication about food. A central criteria is that the market vendors are also producers and have full information about how the products for sale are grown, reared or processed. Another central criteria at farmers markets is that products are local. This restricts the range of products on offer, but gives an opportunity for consumers to learn about local conditions for agriculture and to support local farmers. Farmers markets give preference and opportunities to local products and producers that lack access to shelf space in the dominating food retail system. Local also means fewer food miles and increased transparency. Based on interviews with more than 400 visitors at Bondens marked in different small town and city marketplaces we analyze the motivations, attitudes and shopping behaviour of customers in this arena. We also discuss how such new arenas for communication about how and where food is produced may influence consumer concerns about the ethics of food production.

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Ethics and the politics of food

Preprints of the 6th Congress of the European Society for Agricultural and Food Ethics

ISBN:: 9789086865758

Verleger:: Wageningen Academic

Print-Publikationsdatum:: 10 Oct 2006

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Farmers markets as a new arena for communication on food

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Ethics and the politics of food

Preprints of the 6th Congress of the European Society for Agricultural and Food Ethics

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