Farmers' markets: the small business counter‐revolution in food production and retailing

Purpose This paper seeks to explore the rationale for, and development of, farmers' markets in New Zealand. The paper is based on and extends previous industry reports. Design/methodology/approach The research in this paper is viewed in the context of the dominance of globalised business in the food production and retailing process. Semi‐structured interviews and case studies were used to elicit the opinions, perceptions and attitudes of market managers, producers/growers, and customers. Findings It was found in the paper that farmers' markets provide additional outlets for entrepreneurial small‐scale farmers and producers, alternatives for consumers, and opportunities for communities, while their rapid growth is presenting challenges for some large competitors. Originality/value The paper finds that farmers' markets may be an important harbinger of the second industrial revolution where there is renewed respect for those small‐scale producers who meet the needs of discerning consumers.