Shopping the Farmers’ Market
November 11th, 2008They’re smooth and bumpy, short and fat, tall and lean, round and oblong, fragrant and odorless, rainbow colors, jewel tones and translucent neutrals.
They’re the wildly diverse fruits and vegetables at the farmers’ market. These earthy shopping centers are visual feasts that can be deeply mysterious to the uninitiated.
Food journalist Russ Parsons studies farmers’ markets and other facets of California agriculture.
Parsons is author of How to Pick a Peach: the Search for Flavor from Farm to Table, which provides straightforward tips for choosing, storing and cooking dozens of vegetables and fruits.
The book and farmers markets were the topic of a class Parsons recently taught for University by the Sea in Long Beach.
This is Parsons’ advice for shopping farmers’ markets, an endeavor he calls both complicated and simple:
- First, remember that produce is grown, not manufactured. It requires more attention than tossing a pack of tube socks in your cart.
- Don’t approach with a firm idea of what you’re going to cook
- Instead, walk the entire market with your hands in your pockets. Don’t buy anything. Just browse.
- Then make a dinner plan and go back and buy what inspired you
Farmers markets are “revolutionizing how the farming and selling of food is conducted in the U.S.,” said Parsons.
There are approximately 350 farmers’ markets in California, 200 of which are in Southern California. They give customers the opportunity to taste produce that’s often higher quality and more exotic than supermarket offerings.
Shoppers can talk to the growers personally and taste their premium products, then decide if they’re willing to pay more for the novelty and quality.
When a chain such as Whole Foods starts to buy – and promote – locally sourced produce, this fundamentally shifts the relationship between farmer and retailer.
Farmers markets may open new doors for consumers, but they are labor-intensive operations that are inefficient for farmers and shoppers, argues Parsons.
Parsons suggests keeping an eye on community-supported agriculture and stores like the Santa Monica Co-Op and Monterey Market as the wave of the future.
Meanwhile, food and life coach Susan Marque provides hands-on lessons for savvy farmers’ market shopping.
Marque periodically leads tours of the Santa Monica farmers’ market for Step Up Women’s Network, a national philanthropic organization based in L.A.
Marque used food to cure herself of serious illnesses and the experience inspired her to probe deeper into the medicinal effects of foods and herbs.
Today she uses a combination of nutritional and psychological counseling to help clients heal from the inside out.
Marque’s mission is to prove it’s possible to live and eat happily and healthfully.
Tour participants get a sense of her genuine joy in discovering what’s fresh at the market. Produce in hand, Marque enthusiastically shares the health benefits and easy recipes of whatever has caught her eye in the farmer’s stall.
Take Daikon radishes. These big, white Asian vegetables are the “queen of fat burners,” Marque said. Shittake mushrooms and onions also have fat-burning properties.
How about fennel (pictured above)? Remove the outer layer, slice it thinly and marinade it with lemon juice, sea salt and olive oil for one hour, then enjoy it as a simple raw salad. Or add it to broccoli soup or cabbage salad for a hint of gourmet flavor.
Spinach has a good reputation, but it’s acid-forming. Kale is a better choice in Marque’s book.
Cheese can be hard to digest; among varieties, goat cheese is easiest to break down.
The Los Angeles Times recently ran a story headlined, “Lean economy, fatty diet.” It traces the ways consumers attempt to cut food costs in a bad economy, often sacrificing health and nutrition to save money.
“Usually when people are feeling pinched financially, they’ll still allow themselves to have food as treats,” Marque said. “They usually still celebrate even bigger because they’re trying to cover their worries about money and so they’re eating more and gaining weight.”
A joint solution may be to heed Parsons’ advice – “follow the farmers” – under Marque’s guidance.
Hungry? Find Parsons’ and Marque’s recipes online at latimes.com/food and susanmarque.com, respectively.
— Andrea Adleman
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Andrea Adleman is a freelance journalist and regular guest blogger for Nvigor8.










