Like most guys these days, I have spent many hours in one supermarket or another. Recently I took the time to look critically at the layout, the lighting and the placement of the products.This sudden interest was sparked by the running battle we, as milk producers, are having with the grocery giants. I walked each aisle and took in the scene I was presented with.
The access was excellent with wide entry points and a seemingly over necessary number of 4 wheeled " two year olds" (They go just where they want to). As I moved through "Fruit and Veg" I acknowledged the brighter lighting and the very organised rows of PERFECT produce. I thought about my loving efforts to grow these specimens at home... mine taste great but never look this good. Fruit of every type...no seasonality here, summer,winter and spring produce next to each other on the shelf. What a choice !
The same can be said of the butchery. Lamb ,pork and beef of every style and cut. Spring lamb (in March) organic chicken and WAGU !! I could only hope they are paying the producers a premium to put such a selection on our collective plate. Then there was the fish. Was this selection taken in a sustainable way?... The adverts said...YES , but what about the freshly thawed ones from Indonesia , Vietnam and some from the Indian Ocean ???
By now I was beginning to feel a little like the young child at the check out, with all the lollies and chocolates at face height. Did I need some marketing guru to furtively convince me to buy , buy, buy ?
Don't I know what I want and understand what I need ?
I paid for the things I needed, acknowledged the efforts of the staff to keep the shelves looking impressive, then I left.
The next Saturday morning I found myself at the local Farmers Market. Walking around the stalls , there was no MUZAC playing over a sound system, just 2 ladies with guitars. As I approached each stall, I was greeted with a smile and an offer of assistance. I could ask the producer a question about timing, processes and ingredients. And I could feel the excitement each of these producers held for their products...there was none of this in the sterile monolith from earlier in the week.
At the "Fruit and Veg. " stall , I had to smile at the situation... dirt floor, only natural sunshine on my back and dare I say it..blemishes on some of the tomatoes (just like the ones I grow each summer). I filled my recyclable bag with the fruits of the labours of this family run stall. I wanted Qld Blue pumpkin but could only get Butternut.No big deal. I asked for some boc choy and the lady passed me a bunch and asked if I've ever used Fennel. I said "No" and she threw me a knob and told me to try it and buy some more next week. I know this could not happen INSTORE.
A similar thing happened at the Olive stall. I only knew the name of the Kalamata variety. When I asked for them the stallholder presented me with a taste plate of 4 different varieties and styles. He explained the idiosyncrasies of each and suggested the style to suit my menu.. I felt very informed when I served them to my guests that evening.
After a very leisurely walk around the first half of the market, the smell of freshly brewed coffee sent my olfactory nerve into arrest. A hot Macciato and a sourdough pretzel , just what I needed, then back to finish my shopping. No queues , no red light specials... just clean fresh air ,smiling faces and a feeling of DOING THE RIGHT THING.... for Me , for the Community and I hope for Producers across the country.
May I suggest to you... make the time, find a farmers market in your area and FEEL the difference this type of shopping can make to your psyche. Buy fresh, eat well and.... FEEL GOOD !
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