There is no middleman. By getting to know consumers, farmers counter public ignorance about agricultural issues. The Environment . Food miles are reduced and packaging is minimal. Although markets seldom require farmers to use environmentally-friendly methods, consumers push growers in that direction.
Shoppers have access to fresh, local food and they can ask farmers directly about how it s grown.
It is common for farmers to plant new crops or change practices simply because shoppers request it. Local supply also increases consumer choice. Paradoxically, the year-round global food industry has reduced the variety of fruit and vegetables on offer at supermarkets. Such rediscovered varieties have old-fashioned virtues, such as flavour. Prices are often lower at farmers markets, because there is no middleman, there is plenty of competition at each market and overhead costs are low.