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Enhancing Food Security <strong>and</strong> Physical Activity <strong>for</strong> Māori, Pacific <strong>and</strong> Low-income PeoplesFeasibility <strong>and</strong> sustainabilityThe growth of farmers’ markets in New Zeal<strong>and</strong> has to some extent been driven byproducers seeking a sustainable means of selling their produce, as <strong>for</strong> many stallholderswholesale prices had been pushed below the cost of production. 20 Farmers’ marketsalso cater to consumers who desire a more sustainable <strong>food</strong> system with lessenvironmental impact than the dominant <strong>food</strong> system.Effect on equityThe impact on equity depends on appropriate targeting towards af<strong>for</strong>dable, qualityproduce rather than targeting the boutique/premium end of the market. Despite farmers’markets often having a boutique focus, 70 percent of stallholders at farmers’ markets inNew Zeal<strong>and</strong> felt that their lower prices attracted customers. 20 A positive impact onequity also requires selecting sites <strong>and</strong> hours of operation appropriate to the targetaudience. 22 Placing a premium farmers’ market in a low-income area will not have apositive effect on access to <strong>food</strong>; however, placing a price-conscious community marketin the area will positively influence equity. An example of a successful market with apositive impact on equity is a farmers’ market which runs in Whangarei. 20 It attracts awide mix of customers from different ethnic <strong>and</strong> socio-economic groups. In 2003, theyestimated 4,700 shoppers visited each week. On average, prices of produce were50-75 percent of those in supermarkets; however, three-quarters of stallholders reportedearning higher margins than if they supplied supermarkets.As can be seen in some farmers’ markets in New Zeal<strong>and</strong>, produce at local markets inthe US is often sold at a price premium, 21 as it appeals to those who can af<strong>for</strong>d to makevalue-based choices about where they source their <strong>food</strong>. 23 Markowitz reports on aproject in Kentucky which aims to overcome this by linking low-income neighbourhoodswith small farmers. 21 They created two new farmers’ markets in low-incomeneighbourhoods, developed a distribution centre to link producers <strong>and</strong> buyers(restaurants <strong>and</strong> specialty markets), youth volunteered to sell the produce at the farmers’markets, <strong>and</strong> they have plans to create mobile markets <strong>and</strong> a home <strong>food</strong> deliveryservice. A farmers’ market in a different region of the US was purposely positioned in anethnically-diverse, working-class neighbourhood <strong>and</strong> operates a state-subsidised ‘farmto-family’programme. 24 Farm-to-family coupons are provided to low-income households<strong>for</strong> use at the market. Thus, with proper planning, markets can have a positive effect onequity.Acceptability to stakeholdersThe rapid growth in farmers’ markets indicates that they are acceptable to bothconsumers <strong>and</strong> producers. Ninety-eight percent of people shopping at a rural growers’market in Western Australia reported shopping there because they liked having accessto locally grown fresh produce, <strong>and</strong> 88 percent reported being able to buy produce thatwas cheaper. 25 Stallholders <strong>and</strong> producers have a viable means of selling theirproduce, 20 <strong>and</strong> local communities <strong>and</strong> councils are often keen to support farmers’markets as a means of stimulating the local economy. 20Markets are also an acceptable means to purchase <strong>food</strong> <strong>for</strong> Māori, Tongan <strong>and</strong> Samoanpeople, who discussed markets in the ENHANCE focus groups as a way to purchasemore af<strong>for</strong>dable fruit <strong>and</strong> vegetables.88

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