Farmers’ markets – linking food consumption and the ecology of food production?

Urban and industrialised societies usually involve little connection between consumers and the resource base upon which the production of goods depends. Changing this situation could potentially enhance social and ecological sustainability. This study explored ecological aspects of the educational role of local food supply, with the aim of identifying signs of enhanced consumer understanding or awareness of the ecology of food production resulting from producer–consumer interaction. A series of qualitative interviews were carried out with customers at a farmers’ market in Stockholm. The results showed that the interviewees were mainly concerned with quality, price and taste, and not production conditions. In addition, a number of interviewees experienced a sense of trust when shopping at the market. We found few examples of contributions to ecological knowledge among customers at the market, but there were some examples of learning opportunities. The local food supplied by the market reminded customers of the seasonality of production. Stallholders also provided information on how to store, prepare and cook vegetables, which may encourage a change in diet that is preferable from an environmental standpoint.