India has been an agricultural nation since its inception. Our farmers have been the backbone of the nation, driving economic growth. But for years, farmers have been distressed, exposed to the vulnerabilities of nature, exploited by middlemen, and suffered because of laws that do not really help them grow. In a country like ours, the farmer is dependent on rains for his yield, and the unpredictability of floods and droughts causes major obstacles. Amidst such challenges, even if the farmer produces bountiful crops, he suffers at the hands of a fractured supply chain. Subservient to the licensed trader, he is in no position to define the price of his yield. The middlemen- traders, commission agents, wholesalers, and retailers, continue to earn profits at every stage, leaving the farmer with little to no gains.
In the last few years, the realization dawned upon many that farmers should be able to reap the benefits of their hard work and sustain themselves. The solution was simple – to build an ecosystem that eliminated the middlemen, and bring farmers in direct touch with buyers. This has led to the rise of farmers’ markets in India. Now being organized across all major cities, farmers’ markets are creating a win-win situation for consumers and farmers alike. While bringing farm-fresh fruits, vegetables, dairy to consumers, these markets are helping the local food producers thrive.
It is heartening to see farmers’ markets not just restricted to the physical space. Amidst the lockdown, agritech became a game-changer. Technology came to the rescue of farmers who were struggling to transport their produce, many burning or throwing away their yield in the absence of buyers. By digitizing the farmers’ market and creating a transparent and efficient marketplace to sell farm produce, different agritech startups played a crucial role. Through Farmsnation, Customers can discover and buy fresh fruits and vegetables from the local farmers in their area through a simple app. And the farmers get to keep higher profits.
Buying directly from a farmer is definitely better than shopping from a supermarket or the grocery store, which neither come cheap nor fresh. If you haven’t shopped at a farmers market yet, here are 5 reasons you must start right away-
1. You’ve never experienced fresh unless you’ve shopped at a farmers market
Imagine the freshness of berries just picked from the farm and brought straight to you or the mangos just perfectly ripened when you buy them. It’s what a supermarket can never match. The fruits and vegetables just taste different when they are not transported across miles or filled with poisonous chemicals. Once you buy from a farmer, there’s no going back, you’ll fall in love with the freshness of your food.
2. The taste of seasonal vegetables just hits different
Supermarkets offer you the taste of all foods all year round. While it seems convenient and great, it is extremely hazardous to your health. Foods are grown seasonally for a reason, and you will understand the difference when you start shopping local, seasonal produce from a farmer. Seasonal foods need no artificial chemicals or injections to be grown. The taste, the flavors, the natural goodness of the season’s best is sheer delight.
3. What better way to connect with the farmer and get to know him?
The purpose of farmers’ markets is to help consumers get to know the farmers. It is important to know the source of our food, where it is coming from, its method of production, and the distance it has traveled. Only once you know the farmer can you be sure about the quality of your food. Speaking to the farmer will, in a way, help you connect to your food. These interactions also help the farmer understand the requirements of the consumers.
4. You will definitely be charged a fair price
What you buy at a grocery store or a supermarket has been exposed to multiple layers of middlemen who have earned their profits by selling you foods at 10X-20X prices. Imagine the money you will save when all the middlemen, retailers, traders are removed from the supply chain and you directly pay to the farmer. Since there are multiple options for customers at these markets, farmers also ensure they offer competitive prices to secure customers. You will also be happier paying your money to the hardworking farmer, supporting the local economy rather than paying to a capitalist conglomerate. Paying better prices to the farmer will also help ensure he uses sustainable farming practices.
5. Lesser food miles, lesser carbon footprint
It’s the distance your food travels that degrades its quality. But more so, you are also damaging the environment. As the distance of sourcing your exotic foods increases, there is air, sea, or road transportation involved. The fuel needed to transport these foods comes at the cost of harmful emissions and global warming. Shopping at a local farmers’ market can help reduce your carbon footprint drastically. Needless to say, the quality of food will be much better when buying locally.
Farmers’ markets are more than just a way for you to secure your weekly fruits and vegetables. It’s the comfort of knowing what you are buying, who you are buying from, and how fresh it is. It’s an experience of connecting with the food producer and seeing them thrive. If you haven’t bought directly from a farmer yet, join the community now in supporting the local farmers.