Model for markets

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In response to the several “farmers market letters” in recent weeks, I agree that farmers markets can be the deal. At the same time, we might take a good look at our neighbor, Santa Monica, to see how it’s actually done successfully, with no interruptions or controversy. Santa Monica is arguably the most successful city in the country at operating farmers markets and, most importantly, at having long term, respectful, and mutually beneficial relationships with many local farmers. The city, itself, manages all four of its weekly farmers markets, each with an on-site manager and one Farmers Market supervisor responsible to the city for the entire program.

The revenue is substantial and pays the program costs as well as funding staff for school visits to the farmers markets and field trips to local farms. Public conduct for employees, including market managers, is regulated by the city. As a sustainable farmer who has appeared at hundreds of farmers markets in Santa Monica and the greater Los Angeles area, vending my farm’s own Malibu-grown produce, I recommend the city-run Santa Monica farmers market program as the proven model of success.

On another note, I’d like to point out that Malibu has a distinct advantage over other areas when it comes to farmers markets. A large proportion of farmers who drive to Los Angeles and Santa Monica come from the Ventura and Santa Barbara county areas. There are dozens of farmers who come down PCH right through Malibu every week. We should throw out a net. With the increase in gas prices, I believe it would take little to have them make some of their market appearances in Malibu.

This is the age of social agriculture, as many recognize a need to connect with local food growers. The word “human” generates from the word “humus.” A genuine earth connection is the birth right of each and every one of us. Be nice to local farmers. Develop interest, desire, and enthusiasm for local food growers. Cherish them all and create a new and unique marketing environment in Malibu for local farmers; one that is friendly, stable, long-term, and inclusive.

Alan G. Cunningham

Vital Zuman Sustainable Farm