This enables the farmer to sell tree ripened fruit which is too delicate for the packing and shipping process. It also increases profits for the farmers because of the cost savings. Consumer benefits at CFM's are considerable. The number one reason consumers shop at Certified Farmers' Markets is quality. Fresh picked, vine and tree ripened quality produce continues to attract regular patronage at the CFM's in California today.
Cost savings is also attractive to customers.
This is possible because the direct sales by farmers to the consumer eliminates the cost of middleman marketing. Communities benefit from CFM's in many ways. Certified Farmers Markets are non profit community service organizations which contribute to the social and economic welfare of the town or city they operate in. The markets produce a strong sense of community identity, bringing people from diverse ethnic and other backgrounds together. They also serve to unite the urban and rural segments of the population.