Discongruity of stakeholder experiences at famers’ markets

This paper compares consumer, organiser and farmer experiences of participating in local alternative food markets. The literature has suggested farmers’ markets to be an attractive alternative food market for both producers and consumers. Farming is a critical sector within rural economies but is uncertain and risky for those reliant upon it. Diversification through farmer retailing has been particularly favoured by SME farms as a means of alleviating this risk and associated poverty due to the minimal investment and processing required for direct sales.