Nothing beats the taste of fresh fruits and vegetables – sweet juicy cherries, ripe delectable peaches and apricots, mouth watering corn-on-the-cob, red tomatoes with part of the vine still attached to the fruit, and a host of other succulent produce. 

This is what we wait for all winter long, and its what summer in the city is all about; fresh seasonal produce to complement sizzling, grilling meats and seafood on the barbecue. But unfortunately most of the produce in supermarkets lacks crispness, and often looks depleted of vitality. This is due to the fact that it has been picked days before it is displayed, and has usually travelled an average of 1,000 to as much as 2,400 kilometres. And with the high prices attached, you would think that it has travelled first class. 

Buying food that is fresh is the goal of every consumer, but ‘fresh’ produce is not always freshly harvested produce. And it is no wonder, with food grown in places such as Chile, Holland, California, Florida and even China, much of the fruit we consume is harvested while still green and allowed to ripen en route. 

Once it arrives at its destination, it is usually stored in large warehouses while grocery store buyers make the acquisitions for their stores. This process also takes a day or two on top of the lengthy travel time. So, how fresh and crisp can it be by the time it reaches the dinner table? Not very.

Produce is meant to be consumed fresh, and even though modern refrigerated units are used during transportation, the lengthy process from ground to table depletes crispness and vitality, turns natural sugars to starches, and shrinks healthy plant cells. Not a pretty process.

Eating is one of life’s greatest pleasures. Enjoying delicious food with friends and family should be fun and relaxing. No one wants to worry about food that may not be as fresh as it should be, and food that may harbour a host of chemicals and pesticide residue. 

But there is a way to purchase seasonal produce that is not only fresh, but also free from most large-farm pesticides, chemicals and other potentially harmful additives that are used by large, factory-farmed produce growers in countries where food additive regulations are lax. There is also a way to purchase food that has been grown without the use of chemicals and pesticides. 

Enter the local farmers’ market.

Why Farmers’ Markets? In the early Fifties, co-op farming and communal gardening became the trend, and many of these small retailers successfully competed with larger grocery stores. Today, as back then, local farmers and vegetable producers have once again begun to compete with large grocery chains and are offering their harvest directly to local consumers. 

Of late, perhaps due to recessionary times or the constant reminder from health professionals that we must eat more fruits and vegetables, this trend has revived itself. Whatever the reason, the consumer has re-directed his or her shopping dollar towards local stands that offer nothing short of a bountiful local harvest. And since we are eating more fruits and vegetables than we were five years ago, people are rediscovering the many benefits of buying food that is locally grown. 

Freshly picked produce loses nutrients quickly. Locally grown produce is fresher and tastier than its counterpart that travelled halfway around the country, and sometimes halfway around the world. 

Local produce does not have to be picked days prior to ripening. It is harvested when ripened, and the taste speaks for itself. In many instances the produce is picked in the morning and sold in the afternoon, thus retaining its full flavour, uncompromised freshness and full nutritional value.

A Win-Win Situation. It is no secret that family owned and operated farms are disappearing at an alarming rate. Land development has increased enormously over the past 20 years. In North America, fewer than 1.5 million people claim farming as their primary occupation – about half the number compared to less than a decade ago. And it is no wonder, with margins for local farmers who sell to stores being so low.

The average profit for these farmers is less than 10 cents of the retail food dollar. Local farmers who sell directly to consumers via the farmer''s market cut the food’s lengthy travel times, the high overheads, eliminate the middle-man’s fees and get the full retail price for their produce. 

In turn, consumers pay a lower price for similar products sold at large supermarkets.

Good for the Economy. There is an old saying that goes: Money that is spent locally is re-spent locally. Buying from local farmer's markets boosts the local economy. Local purchases re-direct revenue to the immediate area that produces the food. Shopping at a local farmers’ market boosts the local economy, and everyone benefits.

Good Business Starters. Thanks to low overhead costs, farmer's markets encourage new business. People of varied ages and backgrounds find local market stands the perfect place to start their own business. Many of these entrepreneurial ventures will eventually evolve into store-front markets that carry food grown locally. 

Food Grown With a Conscience. Large scale chemical agriculture is poisoning our soil, our air and our water. By buying directly from a family operated farm we can help end this disastrous practice. By purchasing organic food, we all work together towards eliminating food that is grown using harsh chemicals, pesticides, and herbicides, all of which end up in our water supply, in the air we breathe, and ultimately in our own bodies once we ingest the chemically-laden food. 

A Family Affair. Unlike large supermarkets, farmer's markets are not only a place to buy food, but become a local fun spot, as they offer much more than just fruits and vegetables.

Some favourite offerings are herbs, organic meats, chocolates, scrumptious desserts, maple syrup, honey, and a bevy of seasonal garden plants. Many provide crafts, photography, illustrations, live entertainment, food exhibitions, even carnival rides and petting zoos for the kids. During certain times of the year there are corn maze tunnels, Easter egg hunts, Mother’s Day themes and other seasonal themes. In short, today’s farmers’ market provides food and fun for the entire family. 

Ultimately, buying locally unites the community as a whole by bringing together those who share a concern for their health, their neighbourhood, and the environment.

Across the country more and more consumers are choosing to shop at local markets for nature’s best food, secure that the food they consume is fresh, safe, and the next best thing to growing it in their own back yards.