Certified farmers ’ market consultant Oscar De León , who works with farmers ’ markets in Riverside , Claremont and La Verne , California , thinks that as long as farmers ’ markets showcase their main attraction — farmers — they will be successful . “ Some farmers ’ markets don ’ t host farmers , but mostly food vendors and arts-and-crafts people ,” De León says . “ The key is that if you make farmers the main attraction , farmers ’ markets will be profitable .” But for Lisa David , market manager of the Orange Home Grown Farmers and Artisans Market in Orange , California , the main focus of a farmers ’ market should not be financial profitability . Instead , she looks at the triple bottom line , which takes into account not only money but benefits to people and the environment . “ The core of what we ’ re doing is building community ,” she says . “ It ’ s an important tool to bring people together .” Farmers who help do this will be profitable , she feels — but this is just a byproduct of deeper success . It also helps when farmers ’ market vendors offer something that grocery stores don ’ t . “ Some farmers can grow unique varieties ,” says David . “ They ’ re not just selling celery and carrots , but golden beets . Those farmers do well .
Excerpt from “ Seedstock ” publication .
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