Systematizing authenticity and codifying values: The role of values, standards, and governance at farmers markets

Although farmers markets are often described in relatively homogenizing terms, there is nonetheless significant diversity in their form and function, and that diversity remains underexamined within the academic literature. Drawing on document analysis of a novel dataset of Oregon farmers market organization's vendor rules and regulations, this paper challenges commonly-held assumptions about the values often assumed to be inherent to alternative food networks and embedded forms of exchange. In examining the stated mission, values, and goals of farmers market organizations, this study found that geographic proximity, economic, and community-oriented values and goals predominated. Farmers market organizations showed comparatively less focus on values such as equity, health, and sustainability. These findings are surprising, given how frequently farmers markets are equated with ethical and sustainable consumption. Additionally, this paper presents empirically-driven findings related to how farmers market organizations define and codify the parameters of local vendors, local food, and direct-to-consumer sales, and how markets use standards and regulations to advance a vision of 'good food' that centers on quality, authenticity, scale of production, health, sustainability, and ethics.