Farmers's Market in São Francsico

San Francisco Farmers' Market public has no age or no classes. But, more and more, the consumers' main motivation is to know the origin ot the produces they buy. At Farmers' Market, you see shoppers fill their bags with farm-fresh fruits and vegetables.There are also wines, vinegars, oils, spices, all with their proud producers offering you to taste them.

Besides this open market, there are also education programs, with focus on issues like the necessity of sustainable agriculture, the need to preserve agricultural land, the urban-rural battle for water and many others.

Bia Martins Costa (Planeta Orgânico VP)
at Farmers'Market

Sibella spoke about the educational campaign where it is underlined the direct connection between organic agriculture and environment. As much as in Brazil, it is absolutelly necessary to spread this link, mostly unknown.

The didactic posters found in the four corners of Famers' Market explain the meaning of sustainable agriculture and alert for the danger of pesticides.

The logo with the words "Our Food, Our Farms, Our Future" is present in all posters.

Basic Principles for Management of Public Market

1 The only items sold in the market will be fresh food and farm raised products.
2 Seventy- five percent of the products will be locally produced, fresh, and minimally processed; twenty- five percent will be imported specially products that constitute ingredients for the many cuisines of the Bay Area.
3 The focus of the market is on ingredients; no more than tem percent of the products sold will be prepared foods.
4 Rents will allow tenants to make a reasonable profit selling food products at affordable and reasonable prices.
5 Products that are produced using sustainable agriculture methods will be given top priority
6 Internal competition, high quality, and diversity of choice, will be essential criteria for market participation.
7 The educational purpose of the market is equally important as its commercial function.
8 Public education about basic food and agriculture issues is essential for supporting sustainable agriculture and for creating and maintaining demand for fresh, seasonal, locally- produced products.
9 Educating children about food and agriculture issues is fundamental to the preservation of regional agriculture and a healthy population.

Alice Waters, Chez Panisse owner, a Berkeley's restaurant, and just like many other chefs, a Farmers' Market frequent consumer, said about this Market: " By offering seasonal produce, meat and fish in an environment that brings the producer into contact with consumers, our understanding about food and about our responsability toward our natural resources is stimulated.This direct exchange also allows for access to the highest quality at affordable prices.Wholesome delicious food should be a right, not a privilege."