The Farmers’ Market: A New Way To Shop

The pantry is empty and the refrigerator is bare. You know what time it is . . . time to shop for groceries. As you drive to your favorite grocery store, you already know the actions you are going take. You will enter the store, grab a buggy, and browse aisles upon aisles of products. After your cart is full and all items are checked off your list, you will head for the front to pay, hoping of course, to find the shortest and fastest checkout.
But, what happens when you change things up? What happens when you decide to shop a different venue… say a farmers’ market? Well, in such a case, your traditional understanding of what it means to grocery shop has to change.
According to Dr. Christopher Sneed, Extension Specialist with The University of Tennessee Extension, the way consumers shop for food is based on a set of conditioned responses. “These conditioned responses guide consumers telling them ‘how’ to shop. In addition, the conditioned responses help consumers process information and make decisions during the shopping experience.” When you shop at new or different retail venues such as a farmers’ market, your conditioned responses may no longer work. Thus, you must rethink how you shop.
To help you make these shifts in thinking and to help you make the most of the farmers’ market shopping experience, Sneed offers the following suggestions:
Arrive early, but not too early. For the best selection, be sure to arrive early to the farmers’ market. However, do not arrive too early. Many farmers’ markets have certain start times.
Bring a bag. It is a good plan to bring a bag or basket with you to the market. Unlike, a grocery store, many vendors do not provide bags for your items.

Have fun! Farmers’ markets are social, festive events. Take time to talk with your fellow shoppers and the vendors selling your food. Who knows? You may just learn a new way to prepare your favorite fruit or vegetable.
Talk to the vendors. Unlike the grocery store, farmers’ markets allow you the opportunity to talk – in most cases – to the person who grew the food you are purchasing. Use this opportunity to your advantage, and ask away.
Be prepared for choices – lots of them. At the farmers’ market, you may find more than one variety of the fruits or vegetables you are needing. Making a decision among all these choices can be overwhelming. To help, talk with the vendors and the other shoppers. Both can help you make a selection that best meets your food needs.
So, grab your favorite shopping bag and head out the door. A different (and fun) shopping experience is waiting for you.
Look for us at the McKenzie farmers’ market every Saturday. We have a new recipe to share each week!
If you would like more information, contact our office at the University of Tennessee Extension Service, located at 625 High Street, Huntingdon. You may also contact me at 731-986-1976, e-mail me at lyeley@utk.edu or follow on Facebook at UT Extension Service-Carroll County.
The University of Tennessee Extension service offers its programs to all eligible persons regardless of race, color, national origin, sex, age, religion, disability or veteran status and is an Equal Opportunity employer.