Farmers Markets Struggle to Stay Afloat Amidst Declining Attendance and Sales
A Slowing Down of the Market
On a Friday afternoon in late October at the Echo Park Farmers Market, activity among multiple vendors in the sparsely populated parking lot just off of Sunset Boulevard is feeling a bit slow. Fall is usually slow, several vendors said, but lately it’s felt almost like each season is slower than the last.
Vendors Face Uncertainty
"I wish more people were coming," vendor William Choi said from behind a table of persimmons, apples, and grapes. Choi is a seller for Ventura County-based Cuyama Orchards and has been appearing at the Echo Park Farmers Market for roughly three years. Markets he attends in Orange County and Riverside also feel slower, he said.
The Threat of Closure
This possibility has sparked a last-ditch fundraising effort by the nonprofit group that runs the markets to save their presence in areas where some residents are food-insecure. Should Echo Park close, Choi said, he would hate to start from square one elsewhere.
The Impact on the Community
"It’s going to [cause] damage, because I built up here with customer relationships," he says. "I love this market. If for some reason they close this one, I [will] miss it."
The State of Farmers Markets
Farmers markets, their tables gleaming with ripe stone fruit, glossy gourds, or ears of corn, have been sprouting up around Southern California for decades. While certain markets such as Santa Monica and Hollywood are considered destinations, featuring some of the most sought-after produce in our state, others are struggling to remain afloat due to diminishing attendance and sales.
The Nonprofit’s Efforts
The nonprofit Food Access L.A. operates Crenshaw and Echo Park as well as six other farmers markets across the city, including the bustling Hollywood Farmers Market, a favorite of myriad noted L.A. chefs and food influencers. While that Sunday event is far from anemic, other markets overseen by the organization have seen drastic drops in sales — as much as 46% — which can lead to fewer vendors and, in turn, fewer attendees. To help secure a future for these markets, the nonprofit is calling on the community with a membership drive aimed at gaining 300 members who pledge $40 per month.
Challenges Faced by Vendors
Seasonal trends or slow periods are normal, but year over year, Food Access L.A. has seen diminishing sales across many of its markets, which include Crenshaw, Chinatown, Echo Park, Compton, Willowbrook, Atwater Village, Hollywood, and Historic South Central. Since July 2022, the Crenshaw Farmers Market has seen a decrease of 46%, while Echo Park’s sales have fallen 21%. Without an infusion of funding, both could close in the next year or two.
The Future of Farmers Markets
There is never one simple reason for a market’s decline. Farmers markets can be affected by weather not just in terms of attendance but crops, where extreme weather events can hurt output: If a farm’s produce dwindles in a season, it might charge more per item to compensate for the loss, which risks frustrating customers. Food Access L.A.’s formal surveys and informal attendee polling reveal that uncertainty around the economy, especially in an election year, also plays a part in how much customers are willing to spend at the markets, and how often.
Conclusion
Farmers markets are worth saving, Grissom said, because they offer something that simply not found at "a traditional grocery store, where you don’t know how long those carrots have been out of the ground." Freshness of produce in a city dotted with food deserts is the selling point that farmers markets advocates have sought to reemphasize.
FAQs
Q: What is the goal of the membership drive?
A: The goal is to gain 300 members who pledge $40 per month to help secure a future for the farmers markets.
Q: What will the membership funds be used for?
A: The funds will be used to offset operating costs and losses, as well as to support the farmers and vendors who participate in the markets.
Q: Why are farmers markets important?
A: Farmers markets offer a unique opportunity for consumers to purchase fresh, locally grown produce, which is often not available at traditional grocery stores. They also provide a platform for small-scale farmers to sell their products and connect with their communities.
Q: What is the current state of farmers markets in Los Angeles?
A: Many farmers markets in Los Angeles are struggling to stay afloat due to declining attendance and sales. The nonprofit Food Access L.A. is working to raise funds to support these markets and ensure their continued operation.
