August 2019 - 16

FARM MARKET & AGRITOURISM
Public markets offer a historic and unique setting
By Brian Moyer
VGN Columnist
I recently had the privilege of
attending the 10th International
Conference on Public Markets which
was in London, England, and hosted
by the Project for Public Spaces and
the city of London.
For some clarity, my definition
of a public market is a market that
usually operates multiple days a week
and usually indoors and usually has
a combination
of vendors from
fresh food to
prepared foods
to household
items. These
markets are
either publicly or
privately owned.
The thing that
BRIAN MOYER
interests me
about public markets is that every
culture in the world has a version
of public markets. For centuries, it's
how communities purchased their
food. In the U.S., our history of public
markets starts on the East Coast
with markets located in most cities.
It was where farmers could have an
outlet for their products. My great
grandfather sold in a market. Where
I live in Pennsylvania, I can visit at
The exterior of the Cardiff Market in Cardiff, Wales.
The interior of the Cardiff Market in
Cardiff, Wales. Photos: Brian Moyer
least six markets within an hour from
my home. The one thing our markets
have in common with some markets
in Europe and the U.K. is that they are
usually located in historic buildings
that are around 150 years old, had a
downturn in the latter half of the 20th
century and are currently in a revival.
Markets everywhere share a concern
regarding the increased presence
of prepared foods, which brings in
more people but doesn't necessarily
translate into more sales of fresh food.
Where our markets differ is in
support. In Europe and the U.K.,
revitalized markets have public/private
support and most importantly, they
have a wholesale network that provides
fresh food to the markets. Our markets
depend on the vendors to create their
own network to acquire products to be
sold at their market stand.
In London, I visited the Smithfield
market, which is made up of three
buildings selling meat and poultry
into the wholesale trade servicing
restaurants, retail and public markets
throughout London and has done
so for well over 100 years. The same
wholesale markets exist for produce
and seafood, all servicing markets and
restaurants in London.
My daydream is that we would
have regional wholesale markets that
work with local growers that would
supply our public markets. What
would be the benefit of that? For one
thing, it would provide a marketing
channel for small- to medium-size
producers who are looking to grow
their business. It could create an
entrepreneurial opportunity for
someone looking to be a vendor at a
market. A wholesale network system
like this could provide transparency
on where and how the food was
produced, which is information that
today's consumers are looking for and
would provide something more than
the standard supermarket offering.
As I said, public markets are having
a revival. I've worked with several
communities and developers who
are looking to build new public
markets as a way of revitalizing
their communities. I like visiting
public markets. Each one is unique
in its culture and history. The best
ones have a feeling when you enter
that says, " Welcome! This is place is
different. It's special. " Public markets
continue to play an important role in
the vitality of our communities just as
they have for over the centuries.
If you would like to see a twominute
video of the market I visited
in Cardiff, Wales go to this link:
https://pafarm.com/resource_types/
market-minute-videos/ VGN
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August 2019

Table of Contents for the Digital Edition of August 2019
