Oct. 3, 2007
Close your eyes a moment. Imagine the open road on a long drive before sunset, sleepy eyed, towing a back breaking, albeit glorious load of just-picked produce, only to find that a neighboring farm stand, traveling a mere hour, has brought to the table the same kabocha squash varietals that until now, made your weekly trip worthwhile. Not to mention, your office hours are now 6:00am to 6:00pm, if you’re lucky. For many of you, this hits close to home.
As the peak season of farmer’s market plenty rounds the corner, we reflect on the underbelly of the utopian model and a few of the complications that arise when scale walks the line between blessing and curse. Carol Ness, in the San Francisco Chronicle, explores the issue that some Bay Area farmers are having: the expansion and proliferation of markets has made a profit margin too narrow to justify the taxing 12-hour work days and growing detriment of duplicate offerings.