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"Duds" and "Rock Stars" - New York City Farmers' Markets

July 24, 2006

New York Times gourmet writer Kim Severson recently spoke with CUCE-NYC Nutrition Educator Linda Ameroso at a New York City Farmer's Market. It was part of her visit to New York City Greenmarkets to pen an article that appeared in the Wednesday, July 19th edition of the New York Times Dining section, Greenmarket at 30, Searching for Itself. The article appraises efforts of expanding Greenmarkets Farmers' Markets, where producers market fresh, locally-grown produce in New York City communities. A major collaborator of CUCE-NYC administered by the Council on the Environment of New York City, Greenmarkets are recognized not only for commercial benefits, but for their potential to address urban health issues such as obesity and poor nutrition.

Historical First in Public Health

Ms. Severson's adeptness at tackling condiment conundrums is evident in stories like "Summer Drinks; The World's Cups", and "The Chef: Anne Quatrano; Letting the Land Make a Statement on the Plate". Ms. Severson is not a public health advocate. New York faces a chilling milestone: "for the first time in history, children are predicted to have a shorter life expectancy than their parents", a recent New York State Department of Health study concludes. The threat is neither Avian Flu nor biological terror. In a country that leads the world in medicine, citizens are eating themselves to death. The New York State Department of Health has laid out a strategic plan to combat "one of the most critical public health threats for New Yorkers and Americans".

"Duds" and "Rock stars"

Greenmarkets expanded, opening 10 new markets this year, a Greenmarkets record, Ms. Severson's article points out. In Ms. Severson's word, "rock star" markets (such as the chic Union Square market) boast 70 vendors on weekends, while the new "duds" attract small crowds and fewer vendors. This is not a litmus test for success. More than anything, Severson's article suggests a need for a new vocabulary to talk about grocery shopping.

CUCE-NYC Executive Director Don Tobias is a member of the group guiding the New York State Health Department initiative to combat obesity. CUCE-NYC Nutrition & Health staff are working to improve access to nutritional foods in communities high in health-risk factors such as obesity and poor nutrition, which is imperative to combat the threat.

Big Potential

CUCE-NYC - like all of the Cooperative Extension system - sees big potential for Farmers' Markets as educational theaters. Community Farmers' Markets represent an opportunity to bring health education to communities high in health-risk factors in a setting where citizens can do something about it. CUCE-NYC education programs aim at promoting fruit and vegetable consumption through the use of demonstrations, tastings, and hands-on mini-nutrition lessons at targeted New York City Farmers' Markets. Success is when residents adopt healthier eating habits and spend more wisely by buying, and consuming, fresh produce.

"Communities need this education," says Erika Ichinose, CUCE-NYC Farmer's Market Nutrition Program Coordinator.

"Perhaps the NYT [sic] writer, like some other New Yorkers, was imagining at each Greenmarket a carbon copy of the bustling Union Square Greenmarket. Such large markets cannot be reproduced instantaneously at a new location. As people in the community learn to see the Greenmarket as the premier source for fresh produce in their neighborhood, the Farmers' Markets may grow in size, reputation, and popularity."

Erika Ichinose has been in attendance at old and new Farmers' Markets, supervising educational programming.

"Recipe tasting is key to introducing fresh vegetables that may not be familiar to some customers and that they may not otherwise try on their own. At Harlem Hospital Greenmarket on opening day, CUCE-NYC prepared a tossed salad that included grated radishes and kohlrabi, two vegetables that people in the community do not commonly eat. This farmer sold out of kohlrabi that day. A similar thing happened at the Washington Heights Greenmarket."

There is room for better strategy in establishing locations through analysis of demographic data. Greenmarkets regulatory practices could be improved in terms of which vendors are included or excluded. However, until the next generation of New Yorkers can see beyond convenient, low-cost fast-food options that are shortening their lives, New York City Greenmarkets are going to need all the support that they can get, in terms of strategy, resources, and public buy-in.

For a complete listing of Farmers' Markets Nutrition Program (FMNP) sessions for the 2006 season in local markets in July, August, and September, please visit our Event Calendar.