It apparently made news that many things sold at a farmers market in Los Angeles aren’t, in fact, coming from small farms.
NBCLA’s investigation began this summer, when we bought produce at farmers markets across the LA area, and then made surprise visits to farms where we were told the produce was being grown.
We found farms full of weeds, or dry dirt, instead of rows of the vegetables that were being sold at the markets. …
Frutos Farm’s state permit to sell produce at farmers markets says their farm is in Cypress.
NBCLA asked owner Jesse Frutos, “Everything you sell at farmers markets is grown in your Cypress field?”
Jesse responded, “Correct…everything.”
But when NBCLA made a surprise visit to the Cypress field listed on its permit, Frutos couldn’t show us most of the produce he was selling, such as celery, garlic, and avocados.
So NBCLA asked, “Do you grow avocados here?”
“Avocados? No, not here on the lot. … That I’ll be honest. That stuff came from somewhere else,” Frutos said.
Somewhere else? NBCLA’s undercover cameras followed Jesse’s trucks on farmers market days, and saw him going to the big wholesale produce warehouses in downtown LA.
We saw him loading up his truck, with boxes of produce from big commercial farms as far away as Mexico. He bought many of the types of items we saw him selling at the farmers markets.
Their customers don’t bother asking, so it’s easy to get away with selling things you pick up at Sam’s Club. This should not shock people. It would be like me getting offended by the local markets I saw with Sam’s Club delivery trucks parked outside their stores in Hawaii. It’s just the easiest and cheapest way to get goods into the hands of people who want them, yet want to shop at a smaller or closer store. Yes, I could go buy the same things at the same prices, but there are tradeoffs with that – more quantity than I can eat, and another shopping trip to make.
But, this is also a good excuse to highlight an email Virginia Postrel posted in response to her recent locavore column in the WSJ.
Beyond these public policy issues, we run a series of focus groups and mall intercepts and other studies that interact with consumers from the UK to North America and on to Australia/New Zealand. You would be shocked at what people expect. A seemingly intelligent woman walked out of a farm stand in Massachusetts. The stand stood on a small farm but probably 90% of the sales of the farm stand were purchased off the local wholesale market. Yet when we asked shoppers why they liked shopping there, more than one pulled out their pineapple and pointed to the advantages of a good Massachusetts grown pineapple!
Painful.
What I don’t get is why some shoppers are upset if they find out the truth. Is buying into the lifestyle of farmers markets really that important? We bought a bunch of jams, sauces, and spreads out in Hawaii that tasted delicious. (The Aloha Stadium Swap Meet – don’t miss it.) If you were to tell me that they were secretly manufactured by some big company, I wouldn’t be upset. Instead, I’d be excited since it would increase the likelihood that I could purchase more without having to go to Honolulu. The fact that we did buy from small local retailers is interesting, but note the key to my purchase. The reason we purchased was because each of the products was delicious. We’re not looking for a lifestyle beyond one filled with fruity delicious jams.