Newswise, August 24, 2015 — CHICAGO — More Americans than ever before are supporting their local food markets, and it’s not just because they believe the food is fresher and tastes better.
According to a new University of Iowa (UI) study,
people are shopping at farmers markets and joining food co-ops in record
numbers because they enjoy knowing who grows their food. These so-called
“locavores” are also driven to eat locally grown produce and locally raised
meat because their commitment to do so makes them feel a part of something
greater than themselves — a community that shares their passion for a healthy
lifestyle and a sustainable environment.
For these enthusiasts, supporting the local food
movement is a sort of civic duty, an act to preserve their local economy
against the threats of globalization and big-box stores.
“It’s not just about the economical exchange; it’s a
relational and ideological exchange as well,” said Ion Vasi, an associate
professor with a joint appointment in the Department of Sociology and Tippie
College of Business at the UI and the lead author of the study.
Vasi said the local food market is what sociologists
call a “moralized market,” that is a market in which people combine economic
activities with their social values. Among their findings, the UI researchers
discovered local food markets were more likely to develop in areas where
residents had a strong commitment to civic participation, health, and the environment.
“It’s about valuing the relationship with the
farmers and people who produce the food and believing that how they produce the
food aligns with your personal values,” said Vasi, who will present the
research at the 110th Annual Meeting of the American Sociological Association
(ASA).
As part of their study, Vasi and his co-authors
examined the development of local food markets by looking at the number of
farmers markets, food co-ops, community-supported agriculture providers, and
local food restaurants in cities across the United States. The researchers also
conducted 40 interviews with consumers and producers in different local food
markets in Iowa and New York.
From a historical perspective, the recent growth of
local food markets is rather surprising.
In 1971, Jane Pyle predicted farmers markets were
“doomed by a changing society” in an article penned for The Geographical
Review. At the time, there were about 340 farmers markets left in the
United States and many were “populated by resellers, not farmers, and were on
the verge of collapse,” Pyle wrote.
However, according to the United States Department
of Agriculture (USDA), national direct-to-consumer food sales increased
three-fold between 1992 and 2007, growing twice as fast as total agricultural
sales.
The number of farmers markets listed in the USDA National Farmers
Markets increased from 3,706 in 2004 to 8,268 in 2014. Plus, Vasi and his
co-authors found the number of Internet searches for farmers markets almost
tripled during that same 10-year period and the number of newspaper articles
that mentioned farmers markets almost quadrupled.
So, what’s behind this need to know who grows your
food and to believe in how it’s produced?
It was the onslaught of big-box stores and
globalization forces that reignited “buy local” campaigns across the country in
the 1990s, said the UI researchers.
“A growing number of communities have attempted to
gain control of their own economies by encouraging civic engagement that
supports investing in locally owned businesses instead of outside companies,”
states the study.
Sara Rynes, a professor of Management &
Organizations in the UI’s Tippie College of Business, and co-author of the
study, said the researchers also found that local food markets (i.e., farmers markets,
food co-ops, etc.) were more likely to be located in cities and counties with
higher education levels, higher income levels, and more institutions of higher
education.
“Sociologists and political scientists have argued
that higher income allows people to make consumption decisions based on values
in addition to matters of price,” Rynes said.
“Education is likely to
facilitate knowledge about such things as links between the way products are
produced and their environmental and health impacts. And universities sometimes
get involved in helping local farmers and individuals who are struggling to
make a living.”
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About
the American Sociological Association
The American Sociological Association (www.asanet.org), founded in 1905, is a non-profit membership association dedicated to serving sociologists in their work, advancing sociology as a science and profession, and promoting the contributions to and use of sociology by society.
The American Sociological Association (www.asanet.org), founded in 1905, is a non-profit membership association dedicated to serving sociologists in their work, advancing sociology as a science and profession, and promoting the contributions to and use of sociology by society.
The paper, “Resurgence of the Locavore: The Growth
of Multi-Motive Local Foods Markets in the United States,” will be presented on
Saturday, Aug. 22, at 8:30 a.m. CDT in Chicago at the American Sociological
Association’s 110th Annual Meeting
.